A Study on Advertising Design Using Generative AI : Focusing on the analysis of cases of Generative AI video advertisements according to the elements of advertising design

This study aims to examine the characteristics of AI and image Generative AI as an advertising design study using AI, extract advertising design elements as AI media based on prior research, and analyze the latest Generative AI video advertisement cases to suggest the design direction of image-generating AI video advertisements in the future. As a result of the study, it was confirmed that the first spatial factor plays a very important role in image Generative AI video advertising, and as a result of the case analysis, it was analyzed that the spatial factor was more prominent in AI advertising of corporate or brand images (cases 1 and 3). Second, as a result of case analysis of shape elements, it was found that shape elements were more prominent in shorts advertisements (cases 2 and 4). Third, as a result of case analysis of the time factor, the effect of playback time was similar. In the time element, it was analyzed that the dynamics according to the strength and weakness of message delivery and the appropriate expression method according to the story line are important. The significance of this study is to extract and analyze objective advertising design elements for image Generative AI video advertisements, which have recently become a hot topic. The limitation is that there were not many targets for case analysis of video advertisements using image Generative AI, so meaningful data were somewhat insufficient. It is expected to be supplemented through future research.