Earticle

초록

영어

The advent of the “un-tact 2.0 era,” described as a “new normal non-face-to-face social relationship,” accelerates the transformation of the living paradigm as a fully digital mediated social relationship. The emergence of these new forms of digital behaviors and mediated relationships significantly influences the industry prospect and consumers’ individual lives. Advertising has played a decisive role in moving the formation forces of society, creating a dynamic flow of the capitalist system across races and geographical boundaries. Its role will become more fundamental in the physical contactless environment due to the COVID-19 outbreak. Accordingly, advertising has changed and modified its shape and meaning throughout history to adapt to the dynamic external environment. In this article, we illustrated four primary stages of the evolution in the advertising industry from simple advertising to convergence of advertising. Finally, we also identified the challenges of the present advertising industry and the paradigm transformation of “un-tact 2.0” with various related examples.

목차

Abstract
1. Introduction
2. The Evolution of the Advertising Industry: “Simple-Integration-Segmentation-Convergence”
2.1 The Early Period of the Advertising Industry and the Era of Integration
2.2 The Era of Segmentation in the Advertising Industry
2.3 The Era of Convergence in the Advertising Industry
3. The Era of Borderlessness – The Results of Advertising Industry Beyond Boundaries
3.1 Monetary Stories: Transmedia Storytelling and Content Monetization
3.2 Data Creatives: Combining Data Insight and Advertising Strategy
4. Conclusion
References

키워드

저자

• Yoo, Seung-Chul [ Associate Professor, Division of Communication & Media, Ewha Womans University, Korea ] Corresponding Author
• Kang, Seung-Mi [ Doctoral Student, Division of Communication & Media, Ewha Womans University, Korea ]
• Truong, Tu Anh [ Master’s Student, Division of Communication & Media, Ewha Womans University, Korea ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  International Journal of Internet, Broadcasting and Communication

• 간기

  계간

• pISSN

  2288-4920

• eISSN

  2288-4939

• 수록기간

  2009~2025

• 십진분류

  KDC 326 DDC 380