광고가 문화콘텐츠로서의 기능을 하는 데에는 영상의 스토리텔링이 중요한 역할을 한다. 문화콘텐츠의 텍스트 구조 또한 콘텐츠의 스토리텔링의 영향을 받는다. 본 연구는 광고영상이 지닌 외적 요소, 비주얼 스토리텔링과 그 외적 요소에 의해서 만들어진 이야기, 내러티브 스토리텔링이 광고영상에서 어떻게 나타나는지를 분석해 보았다. 특히 생활의 단면을 이야기 배경으로 제작된 광고영상을 중심으로 스토리텔링을 분석하고 문학적 서사 구조를 기준으로 텍스트 구조를 파악해 보았다.

The perception of text structure, which plays a key role in appealing to the consumers` emotions, is determined by the way the implications of the contents are delivered to the consumers. In the industry of cultural contents, this concept is defined as a “storytelling.” This study examines the text structure of advertisements by understanding not only their original functions, but also their role as a cultural content. For this purpose, the study focuses on advertisements that are produced using daily life routines with which people are closely related and familiar as a background story. In order for the advertisement to fulfill its functions and to play a role as cultural content, external factors of advertisement, stories that were made from the visual storytelling and the external factors, and the narrative storytelling should be appropriately coordinated in an advertisement. The analysis of advertisement image concludes that the most important factor in text structure is emotional and mental factors of the topic and storytelling that can appeal to the consumer`s mind.