2000년~2010년까지의 국내 TV패러디(Parody)광고 경향 연구

This study was conducted to determine important factors affecting the parody advertisement production and to investigate the parody advertisement trend in the Korean TV commercial market. To achieve the goal of this study, by measuring the number of TY commercial parody advertisements depending on product types, the relationship between product type and parody advertisement was discovered first and then the expression type frequency of the parody advertisement was measured according to product types. The TV commercial parody advertisement rate was the highest low-involvement for food (34.9%) followed by IT (20.3%) and finance (13.61%). In the expression type pattern of the parody advertisement, the parody rate of the movie (30%) was greater than that of the TY drama. From this study it was found that for the past 10 years the number and the rate of parody advertisements were affected by new product development due to digital technology improvement in the multimedia and multichannel era, changes in consumers' economic concept and behavior nature, variation of advertisement cost, and social and cultural changes. Especially, movies, which were related with social and cultural issues, personal tastes, and sympathy developed with others, were most significant in parody advertisements.