Analysis of Case of Sonic Branding Advertisement using Pansori

Pansori (dramatic song of the Korean folk play) was selected as one of the ‘UNESCO Masterpieces of the Oral and Intangible Heritage of Humanity’ in 2003 and became a worldwide intangible cultural heritage. Recently, as the value of Pansori increases, there are more cases of paying attention to it. In particular, advertising wins success in popularizing Pansori and increasing people’s awareness of products through this, which attracts attention. This study analyzed an advertisement that had an effect with sonic branding using Pansori. As the methods of the analysis, it used defamilarization, big data, SWOT and FGI so as to draw a few meaningful values.For example, the Pansori melody “No, No (Anirao, Anirao)” used in the KT advertisement, a CF with ‘the method of sonic branding’ is so addictive that everyone is fascinated with the advertisement. As a result, it increased people’s awareness of the KT brand products and had a big impact on sales of the KT products. This study analyzes the relationship between sonic branding and Pansori advertisement and further, suggests a plan for the revitalization of Pansori.As a result, it was found that the method of sonic branding using Pansori could be a factor that would increase corporate brand value and product sales. In addition, this study revealed that it could be a means of establishing the companies’ brand identities and a way to gain consumers’ trust in the companies or their products.Keywords: Pansori, Creative Pansori, Sonic branding, Brand, Advertisement, Case of Advertising, CF, Collaboration, Art collaboration, Defamilarization, Big data