국내외 공공운송시설물 엠비언트광고의 크리에이티브 표현의 유형 연구

Domestic and Foreign Public Transport Facilities Ambient Advertising Study of types of creative expression

There are various public design related to transportation in modern public design field. If this is divided into two, it can be classified as a public place for using transportation equipment and transportation equipment. This study sought Ambient ads made in Korea and abroad related to public transport facilities. The theoretical background is summarized in two ways. First, we analyzed five types of experience through Sense, Feel, Think, Act and Relate through the theory of Strategic Experiential Modules of Bernd Schmitt (1999). In the second category of experiential marketing, we analyzed the type of creativity finally through the metaphorical expression of Roman Jakobson and the dichotomous theory of dialectical expression.