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Definition and Types of Drama Advertising: Focused on Television Advertising

Ahn, Euijin 1

1영남대학교

Accredited

ABSTRACT

This study defines drama advertising using two constructs-actions and narration. It also identifies and analyzes four types of television drama advertising: classical dramas, vignette dramas, slice-of-life, and performance. Drama criticism in theater and film is the source used to identify the elements of drama advertising--narration, plot, suspense--and to propose models of the four different types. The models are employed in an empirical analysis of an advertising sample. Implication for TV advertisers and scholars are discussed.

Citation status

* References for papers published after 2022 are currently being built.