리치미디어에서 효과적인 정보전달을 위한 스토리텔링 메타포에 관한 연구

Abstract

On-line banner ads of today have less than one percent CTR(Click-Through Rate) in general and so more than two percent CTR is a great success, which means the crowdedness of the on-line ads become higher than that of the ads in other types of media. In the past, the GIF banner was the sole type for the on-line ads market which begun to expend along with the explosion of internet user population. However, unlike the beginning, the users` suspicion about the effectiveness of the on-line banner ads has been increasing while they turn away from the ads. Recently, CTR, the index of the effectiveness of internet ads, falls down below one percent and there appear many burn out ads which have less then 1 percent CTR. Under the circumstances where we face the new crisis in the ads market and have to show something superior to the existing ads, we have found an alternative. That is "Rich Media". When we consider a quality banner has only 0.3 to 0.8 percent CTR, the poor CTR is not the problem of the ads` creativity alone. The users` needs have gone far beyond our expectation, which makes it difficult for us to overcome the poor CTR with the creativity alone because the users tend to seek for the up-to-date things. Therefore, the design which provides suitable sentiment to all users is needed. When we see the newly-made web-site designs, we can find the designers` worries. They try to put not only the images or texts but also stories in their designs when they provide any product, brands or the detailed information to the users and this trend has a significant meaning in terms of the web-site`s quality. Therefore, this study aims to extract the emotional communication based on emotional judgment through emotional experiences, and apply it to the Rich Media effectively. In addition, this study aims to have the users enjoy the audio-visual pleasures and the aesthetic communications with the dramatic techniques, and aims to embody the emotional designs to meet the users` real satisfaction. Furthermore, this study aims to let the users experience the emotional design in the commercial "Rich Media" and stay with it easily and durably.