verbal’이다. 이들이 소비자들에게 전달하고자 하는 바는 이성적인 어필을 통해서 보다는, ELM 모델에 따른 ‘peripheral route’를 통한 감성소구를 함으로써 훨씬 더 효과적으로 전달 될 수 있는 감정적인 부분이다 (joy). 나레이션이 전혀 없는 이 광고에서 우리는 정교하게 묘사된 드럼을 치는 고릴라의
Ⅰ. 서론
기업의 고용환경의 변화는 직장 문화에 대한 변화를 가져왔고 ‘Fun’경영도 이러한 변화의 직장 문화인 것이다. 기업 또한 직장 문화가 기업의 경쟁력 향상의 하나의 대안으로 각 기업마다 기업 고유의 직장 문화정착을 기업의 과제로 선정하여 경쟁력 확보에 힘을 가하고 있다. 이처럼 기
humor. Although roughly one in five ads contains humor, some are more successful at getting viewers to laugh than others.
II. Advertisement Examples
1. Why we have chosen Beer advertisement for research?
(1) Alcohol industries is one of the typical industries using the advertisement model
We are exposed to many beer advertisements using models,, humor, and music.
Beer advertise
Verbal Comedy : Dialogue is introduced
Sly humor
Rapid-fire(Fast-talking) humor
Screwball comedy emerged
Fast dialog with slapstick
Romantic conflicts : ‘Battle of the sexes’
Formulaic & flirty courtship romantic comedies
by the Rock Hudson/Doris Day films
Pillow Talk (1959)
->best classic, witty and light-hearted 50's sex comedy
Born Yesterday (1950)
by George Cu
humor?
Not again, Abby.
It wasnt easy
to get this guy to come.
He doesnt do this kind of thing either.
Do you girls have to do that here?
Do we not have six other rooms
in the house? Help Mommy.
Im in the seventh circle of hell,
you better show up.
Ill be there.
Im just really busy.
Dont you dare. You dont know
the meaning of the word.
Im doin you this huge favor here.
Beggars cant be choosers.
I
humored, good-enough-looking high school
senior. VICKY rides shotgun -- pretty, smart, confident.
Shes holding a large, thick envelope, with a big
"Vanderbilt" return address on it.
KEVIN
Its a big, thick envelope, Vicky.
You got in.
VICKY
You think so?
She tears it open. Pulls out a course catalog, various
forms, and a letter which she hands to Kevin.
KEVIN
"Dear Ms. Hughes. Were sorry, but
afte
humored, good-enough-looking high school
senior. VICKY rides shotgun -- pretty, smart, confident.
Shes holding a large, thick envelope, with a big
"Vanderbilt" return address on it.
KEVIN
Its a big, thick envelope, Vicky.
You got in.
VICKY
You think so?
She tears it open. Pulls out a course catalog, various
forms, and a letter which she hands to Kevin.
KEVIN
"Dear Ms. Hughes. Were sorry, but
afte
humorous, myself.
A spy network run by a bloodless freak who cant stand light or cold.
Or germs! Are you healthy?
- Shall I turn my head and cough? - No known infections?
Nothing other than the usual: Syphilis, running sores, and clap.
All right, go in.
Come in, Hemlock.
A little to the left, Hemlock. Ill turn on a light.
Thanks. Could you spare it?
You know Im something of a distinction...
...a