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Chapter 1
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; Advertising Advertere ~ . ~ .Chapter 1, , . , . 15 , , .
, , . 19 . . .Chapter 1
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1869, N. W. & (N. W. Ayer & Son) . 1899 . , , 20 .Chapter 1
1899
20 , 20 TV, . 20 ; Chapter 1
Chapter 1, , TV, , , , , , , . .
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20 . . , , . , . .Chapter 1
20
Chapter 2
Chapter 2
1. 2. 3. TV4. CM 5. ( )6. 7. : .8.
, .[ ] [institutional advertisement, ] ()
Chapter 2
Chapter 2
2014 -
Chapter 2,
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Chapter 2
Chapter 2
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Chapter 2 .
Chapter 2
TV
TV . 30 . , 2D , . , . .[ ] [television advertising, ] (, 2004. 9. 30., propaganda)
Chapter 2
Chapter 2
LG TV , LG .
Chapter 2LG TV , LG .
Chapter 2LG TV , LG .
Chapter 2LG TV , LG .
CM
(jingle) (background music: BGM) , . . CM(commercial message song) , . CF (commercial film) .[ ] [] (, )
Chapter 2
Chapter 2
CM .
Chapter 2 . CM .
(PPL - products in placement)
. , . . [ ] [products in placement, ] (, 2008. 12. 30., )
Chapter 2
Chapter 2
, .
Chapter 2 .
. .[ ] [product advertising, ] ()
Chapter 2
Chapter 2
, . , , , .[ ] [advertising comics, , ] (, 2008. 12. 30., )
Chapter 2
Chapter 2
Chapter 2
. , , , , , .[ ] [comparative advertising, , ] ()
Chapter 2
Chapter 2
Chapter 2
.
Chapter 2
. , , , , .[ ] [advertising effect, ] ()
Chapter 2
1. 2. 3. [ ] [advertising effect, ] ()
Chapter 2
1. : .2. : ,, .3. : ,, .4. : .5. : .6. : .7. : .8. : ., , ,
Chapter 3 +
(Interactive Advertising) = ( ) (Interactive Media) + (Banner Advertising)
. . , .[ ] [Internet Advertisement] ()
Chapter 3
(Interactive) + (Sroty telling)
( ) . . , 1-2page, , 2013, Chapter 3
Chapter 3 (Interactive) + (Sroty telling)=
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, 11page, , 2013,
Chapter 3
Chapter 3 IBM , .
Chapter 3 IBM , .
Chapter 3
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Chapter 3 .
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Chapter 4
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, . , .Chapter 4
. Chapter 4
. .Chapter 4
!Chapter 5 1510890