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본 연구는 광고회사에서 외부적으로는 광고주와의 관계, 내부적으로는 제작팀 등과의 협업을 통하여 창의적인 광고전략을 수립해야 하는 업무적 특성을 가지고 있는 광고기획자 AE의 개인 심리적 특성인 사회지능과 감성지능이 광고 창의적 성향의 사고와 행동에 미치는 영향을 확인하고자 한 것이다. 연구결과 광고의 창의적 사고에는 사회지능의 동기부여, 사회적 기술, 능력개발이 정의 영향을 미치는 것으로 나타났으며, 광고의 창의적 행동에는 사회지능의 동기부여, 타인이해, 사회적 기술, 능력개발이 정의 영향을 미치는 것으로 나타났다. 또한 감성지능의 감정조절, 감정활용은 광고 창의적 사고에 정의 영향을 미치며, 감성지능의 감정이해, 감정조절, 감정활용은 광고 창의적 행동에 정의 영향을 미치는 것으로 나타났다. 이상의 연구에서 광고회사 AE의 광고 창의적 성향에는 개인의 심리적 특성인 사회지능과 감성지능이 영향을 미치는 것으로 확인되었다. 실무적 관점에서 AE의 창의성 향상을 위한 사회지능과 감성지능의 활성화는 궁극적으로 광고회사의 업무적 향상과 나아가 기업의 마케팅적 성과 측면에서 실무적 의의를 두고자 한다.
This study is to confirm the effect on creative thinking and creative behavior of advertisement's creative tendency by social intelligence and emotional intelligence as individual psychological feature of AE, an advertisement planner who has a business feature of establishing a creative advertisement strategy through a cooperation between an advertisement company with a production team, etc. internally and a relationship with an advertiser externally. As a result of study, it was found out that in terms of an advertisement's creative thinking, a motivation, social skill, and ability development of social intelligence had a positive effect and in terms of an advertisement's creative behavior, a motivation, understanding of others, social skill, and ability development of social intelligence had a positive effect. In addition, it was found out that an emotional adjustment and emotional utilization of emotional intelligence had a positive effect on advertisement's creative thinking and an emotional understanding, emotional adjustment and emotional utilization of emotional intelligence had a positive effect on advertisement's creative behavior. In the above study, it was found that a social intelligence and emotional intelligence as individual psychological feature had an effect on advertisement's creative tendency of AE in an advertisement firm. In a practical view, the activation of social intelligence and emotional intelligence to improve AE's creativity ultimately has a practical significance in aspects to improve a business of an advertisement firm and a corporate marketing outcome.
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