earticle

영어

The article studies the influence on the Korean advertising development by present Dentsu, the largest advertising agency in Japan. The findings include six major activities. Publication of Gentlemen in Korea-Who’s Who, a mini-dictionary of a kind to understand the Korea society in the 1910’s, and Newspaper Annual, an indispensable source for the study of Korean journalism development. Dentsu also conducted a media effectiveness study employing different methods. Series of articles on advertising by the Dentsu staff reported in daily newspaper has contributed to increased awareness of advertising by general public. No doubt that such activities contributed to expansion of Korean advertising market. Additionally, various professional meetings Dentsu sponsored helped increase attention on advertising and the press. The influence of Dentsu can be summarized by the six activities noted above which the agency carried out in pre-World War II period. Dentsu provided a key role model for the establishment of Oricom, a major advertising agency in Korea. Its support was very important in the first presentation of overseas advertising award-winners in Seoul in the late 1960’s. It invited Korean advertising professionals to Tokyo and conducted extensive seminars in early 1970’s. Asian Advertising Congress, a biennial pan-Asia advertising congress initially launched in 1958 with Dentsu’s support also helped Korean advertising development. These four activities in the post-WWII can be cited as the influence of Dentsu.

한국어

본 연구에서는 일본의 광고회사 덴츠가 우리나라 광고산업의 형성에 미친 영향을 알아보았으며 연구 결과는 다음과 같다. 첫째, 1910년대 조선사회의 축쇄판인 <조선신사명감>을 발행했고, 둘째, 해방 전 우리나라 신문연구의 필수 자료인 <신문총람>을 발행했으며, 셋째, 매체별 광고효과 측정을 시도했고, 넷째, 일간지에 최초의 광고 강좌를 연재하여 광고의 대중화를 유도했으며, 다섯째, 우리나라 광고물량의 확대에 기여했으며, 여섯째, 각종 대회를 주최하여 광고와 언론에 대한 관심을 높였다는 점이 해방 전에 미친 영향으로 분석되었다. 또한, 오리콤의 전신인 합동통신 광고기획실의 설립에 결정적으로 기여했고, 우리나라 최초의 국제CM페스티벌 개최를 적극적으로 후원했으며, 우리나라 광고인을 일본에 초청하여 광고 세미나를 개최했고, 아시아 광고대회를 통해 우리나라 광고의 국제화에 기여했다는 4가지 사실이 해방 이후에 미친 영향으로 나타났다.