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[Âü°í¼] »ó ¹ÞÀº ±¤°í°¡ 11¹è Àß Æȸ°´Ù [Ç°Àý] |
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| ¤ýÆǸŰ¡ | 15,120 ¿ø (10%, 1,680 ¿ø ÇÒÀÎ) | | ¤ýÀû¸³±Ý | 840 ¿ø (5% Àû¸³) | | | | ¤ýÃâ°£ÀÏ : 2012 ³â 12 ¿ù 13 ÀÏ | | ¤ý215 ÂÊ | 152*225mm | ISBN : 9788993553376 | | | | ¤ý1¸¸¿ø ÀÌ»ó ÁÖ¹®½Ã ¹«·á¹è¼Û | |
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| ÀÌ Ã¥Àº Å©¸®¿¡ÀÌƼºêÇÑ ±¤°í°¡ ¾î°¼ È¿À²ÀûÀÎÁö¸¦ ÀÌ·ÐÀûÀ¸·Î³ª ÇмúÀûÀ¸·Î µûÁöÁö ¾Ê´Â´Ù. ´ë½Å Å©¸®¿¡ÀÌƼºñƼ°¡ »ç¾÷ ¼º°ø°ú Á÷°áµÇ´Â »ç·ÊµéÀ» ±¸Ã¼ÀûÀÌ°í °´°üÀûÀÎ ¼öÄ¡ ÀÚ·á¿Í ÇÔ²² Á¦½ÃÇÑ´Ù. ±Û·Î¹ú ºê·£µåµéÀÇ »ç·Ê¶ó´Â Á¡¿¡¼ ½±°Ô ÀÐÈ÷°í Ä£¼÷Çϸç, ±¤°í¾÷°è Á¾»çÀÚµéÀº ¹°·Ð ±â¾÷ÀÇ ¸¶ÄÉÆà ´ã´çÀÚµéÀÌ ²À ¾Ë¾Æ¾ß ÇÒ »ç·Êµé·Î ±¸¼ºµÆ´Ù. Çö¾÷ Å©¸®¿¡ÀÌƼºêµéÀÇ ÃÌö»ìÀÎ ±Ý¾ðÀÌ ÇöÀ强À» ´õÇÑ´Ù. Çö´ëÀεéÀº ÇÏ·ç 3õ Á¡ÀÇ ±¤°í¿Í Á¢ÇÏÁö¸¸, ±â¾ïÇÒ ¼ö ÀÖ´Â °ÍÀº 76Á¡¿¡ ºÒ°úÇÏ°í, ÀλóÀûÀÎ °ÍÀº 12Á¡¿¡ ºÒ°úÇÏ´Ù. ±×·¸´Ù¸é ±íÀº ÀλóÀ» ³²±â´Â ±¤°í°¡ °ð Å©¸®¿¡ÀÌƼºêÇÑ ±¤°íÀϱî? |
ÀúÀÚ ¼¹®
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Á¦1Àå ÀÌ Ã¥À» À§ÇÑ º¯·Ð
(The case for this book)
Á¦2Àå Å©¸®¿¡ÀÌƼºêÇÑ ´ëÇà»çµéÀÇ »ç·Ê
(The case for creative agencies)
Á¦3Àå Å©¸®¿¡ÀÌƼºñƼ ½Äº°Çϱâ
(Identifying creativity)
Á¦4Àå µ¶Ã¢¼ºÀÇ »ç·Ê
(The case for originality)
Á¦5Àå Å©¸®¿¡ÀÌƼºê ±¤°íÀÇ »ç·Ê
(The case for creative advertising)
- µµ³Îµå °Ç, IPA, ¸ÆŲÁö&ÄÄÆÛ´ÏÀÇ »ç·Ê¸¦ ÅëÇØ
Á¦6Àå Å©¸®¿¡ÀÌƼºñƼ´Â ¾î¶»°Ô ±¤°í¸¦ ´õ È¿À²ÀûÀ¸·Î ¸¸µå³ª?
(How creativity makes advertising more effective)
- ºô º£¸¥¹ÙÈå¿Í ÀÏ·ÃÀÇ °ø½Ä, ºñ°ø½ÄÀû ¿¬±¸»ç·Ê¸¦ ±âÃÊ·Î
Á¦7Àå Å©¸®¿¡ÀÌƼºê ±â¾÷ÀÇ »ç·Ê
(The case for creative companies)
Á¦8Àå Å©¸®¿¡ÀÌƼºñƼÀÇ ¹Ì·¡
(The future case for creativity)
Á¦9Àå Å©¸®¿¡ÀÌƼºñƼ¸¦ À§ÇÑ º¯·Ð
(The case for creativity)
ºÎ·Ï: 15°³ ¿¬±¸º¸°í¼
(Appendix: The 15 studies) |
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| | ÇöÀç »ó ¹ÞÀº ±¤°í°¡ 11¹è Àß Æȸ°´Ù¿¡ µî·ÏµÈ ¼ÆòÀÌ ¾ø½À´Ï´Ù. | |
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