효과적인 광고아이디어 발상 모델의 제안 - 네 가지 아이디어 발상법을 중심으로 -

In this study, four advertising idea methods which are very practical and complementary of advertising Idea Creation Models suggest a process model that is designed for apply to practical uses. Actually, in the field of advertising business, when we start to think ideas, we usually depend on personal abilities, efforts or others rather than uses of standard methods. Out of regard for this issue, this study presents a standard model reflecting the existing theory to think ideas efficiently and approaches so that everyone can practice easily with examples. These suggested models are Idea Creation Models that are using 'Brainstorming', 'Gordon Method', 'Catalogue Method', and 'Stephen Baker Method'. Especially, we need to practice 'Gordon Method' which is not used very often now for practical works but very useful when we need to think a novel idea. In addition, the presented four methods can be applicable or possible to think ideas when we use within other methods according to situations. The suggested Idea Creation Models of this study will be expected to help advertising creators to create methods in order to persuade consumers to attract their attention with products or concepts.