창의적 시각 발상법을 활용한 광고 크리에이티브 창작 연구

Modern society is an image era centered on digital media. It is difficult to deliver consistent messages in a digital media environment that constantly exposes various forms of visual images, and it has become more difficult for a single advertisement to attract consumer attention. There is a need for advertising creativity that can effectively deliver messages to consumers familiar with the visual stimuli of the digital era. This study examined various idea thinking methods that have been widely used in the advertising practice field, and conducted an advertisement creation study applying three creative visual thinking methods: CVT system thinking method, catalogue method, and Steven Baker method that can be applied to advertising creativity easily and quickly. In the creative process, first, a concept suitable for the purpose of advertising was set, and then keywords or visual elements that can be developed into ideas were derived by applying the visual-oriented thinking method among various thinking methods. After sketching ideas using the elements derived in this way, the optimal sketch was selected through brainstorming. After that, computer graphics were used to refine the advertising draft. As a result of the study, advertisement results of students who developed ideas using the CVT system idea method, catalog method, and Steven Baker method often derive systematic and intuitive creative ideas compared to those who produced advertisements without a special idea system. In addition, in terms of advertising creative expression, effective and detailed parts were expressed to increase the overall completeness. The creative visual thinking method will be able to lay the practical foundation for the advertising creative field because the thinking stage is not complicated and can derive central elements that can be intuitive and easily visualized.