Public Advertising Contents and Storytelling

Background/Objectives: This paper attempts to analyze the characteristics of the public advertising contents in terms of the edutainment that is being persuaded amusing the storytelling. Methods/Statistical Analysis: This research analyzes the structure of storytelling and the emotional factors as communication tool of advertising text in terms of cultural semiotics. Findings: The findings are as follows: First, the digital storytelling approach becomes influential. All advertisements are being made from powerful storytelling. Second, the public advertising contents optimize interaction with empathy between producer and consumer and contribute to expansion of the area of cultural contents. Third, the characteristics presented by combining texts with visual images will be different in western countries and Korea. The main factor comes from the social and cultural differences. The text in the surface structure levels at individual values in western countries, on the contrary the community values represented in Korea. Improvements/Applications: Finally, the success of public advertising contents can be attributed to the acceptance of an active sense of users. To do this, it remains a future research area to utilize the meme code by analyzing the culture of Koreans.