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KMID : 0366519970170010215
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Annual Bulletin Seoul Health
1997 Volume.17 No. 1 p.215 ~ p.223
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A Study on the Communication Function of Advertising
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Kim Yong-Woo
Kim Hyun-Chul
Choi Young-Giu
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Abstract
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There have been various studies undertaken to explain the communicative function of advertising, however there have been few research which approaches from a visual aspect by way of making an advertising program, that is an advertising design. thus this study was performed to present guidelines for teaching advertising design students or for making advertising programs. The results of the study show that if students are taught visually the advertising communication process, by way of making a visual advertising program at each stage-Attention, Interest, Desire, Memory, Action -of the advertising adoption process, the making an advertising program can be easily understood and the educational effects can be maximized.
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KEYWORD
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Advertising adoption process, Attention, Interest, Desire, Memory, Action
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