지방자치단체 주관 문화이벤트의 광고 켐페인 사례연구 = (A) Study on the Communication Campaign of Cultural Events Hosted by Local Governments in Korea
저자
발행사항
서울 : 홍익대학교 광고홍보대학원, 2003
학위논문사항
학위논문(석사)-- 홍익대학교 광고홍보대학원: 광고홍보전공 2003. 8
발행연도
2003
작성언어
한국어
주제어
KDC
658 판사항(4)
DDC
659.285 판사항(20)
발행국(도시)
서울
형태사항
107p. : 삽도 ; 26cm
일반주기명
참고문헌: p. 100-102
소장기관
This study includes various cases of Communication Campaign for the Cultural Events hosted by Local Self-Governments in Korea.
These days, increasing numbers of Local Self-Governments have tried to host culture-based expositions and events.
As a result of the rapid growth policy until now, there were repeated growths in the economy during a short time span. However, the truth is, problems regarding the widening regional gaps were exposed and relatively the government could not bring a big change to culture service for the citizens.
During all this time, beginning with the Kwang-ju Biennial, which was held for the first time in 1995, there has been an innovational change of local self-governments supervised culture event. Functions such as Kyongju World Culture Expo, Kangwon tour expo, Goyang world flower exhibition, Cheongju international crafts biennial, and so on have been flourishing with the goals to develop the local community and promote culture enjoyment, construct economic foundation of cultural arts, etc.
This brought a substantial response from the local community.
These functions not only represent local community, but they are taking position as the root of cultural identity.
On the other hand, with the full-scale enforcement of the provincial self-governing system, regions are confronted with the demand to expand their self-reliant skills. The situation has reached a point where each province must work out a strategy to survive the fierce competition.
The rise of region events, as the result of the administration actively confronting these desires, received foreign evaluation that is administration becoming more about culture, service, and events.
In this study, large events that were supervised by the government along with the World Cup was excluded from the study's frame. Instead, the study was limited to culture-related events that were supervised purely by the provincial self-governing body. Especially by focusing the study on functions held after the year 2001, effort was made for the study to be lively and practical, fully reflecting on recent trends.
It is estimated that such studies about advertising and promotion activities for chief culture-related events, future research about advancements in Korean culture content industry, and creation/developments of new grounds contribute to appropriate scientific foundation.
This can improve productivity and efficiency in advertising, design, and promotion fields of culture contents, and thus be able to present an appropriate, practical plan.
In behalf of this, among the chief functions held until now, five campaigns will be chosen and in one place as an example of Japan. While each function is being held, it begins with big expectations and fascinations over its amusing contents, but holding psychological reasoning that as time goes by people start to lose interest and spectators slowly decrease, each function's advertising and promotion activities were analyzed and reviewed, and each campaign's relative importance and role was reviewed.
The present condition of chief local self-government hosting culture events held domestically and their advertising and promotion activities were examined. Especially retracing the promotion and advertising activity procedures of the world pottery expo, which is rated as the most successful event after the year 2000, will be meaningful because it will take on a milestone role in various functions that will be held in the future.
While the general public concern about the culture industry was short, we entered into the new millenium where the rapid increase of local self-government supervised culture events are needing more and more guidance from professional planners, from composition and planning to execution. The substantial culture lifestyle of citizens where citizens and governments are reconciled with harmony makes us realize that we are at a significant turning point to continue expanding so that henceforth, it will be a function living up to its proposition as a function that offers opportunities.
This study hopes that functions in our country, which is endeavoring to get a step closer to becoming a culturally developed country, will play a basic role in civil undertaking concepts of promotion and advertising activities to occupy the first place, instead of the indifferent attitude that has been repeated time and again.
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