뱅크시(Banksy)작품 특성에 근거한 앰비언트(Ambient) 광고 유형에 관한 연구

Abstract

This study aims to analyze Ambient advertising types based on bisimilarity of Graffiti artist, ‘Banksy’ expressions in his work. Advertising activities have focused on traditional ATL(Above the Line) media through four representative media and proved strong advertising effects. However, rapid changes in advertising requires new advertising areas and BTL(Below the Line) Ambient advertising is becoming the effective alternative. Ambient advertising is an atypical advertising type of innovative paradigm using consumer life environments and usual things as advertising means by breaking previous media types so as it is similar to Typical street art Graffiti's expression methods, its form is accidental and its story is also shocking. Such characteristics are vividly reproduced in English representative Graffiti artist Banksy's works that are popular and receive experts' support for artistic value. This study classified similar relationships of Ambient advertising into site-specificity, time-specificity, structural-distinct and analyzed them. The classification of this study's types aims to suggest the creative methodology that can create more innovative and effective advertising communications for the future Ambient advertising creative.