The Journal of the Convergence on Culture Technology (문화기술의 융합)

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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Analysis of the Contents of Anti-Smoking Advertisement

금연공익광고의 메시지 유형 분석

  • 소현진 (성신여자대학교 미디어커뮤니케이션학과)
  • Received : 2018.08.18
  • Accepted : 2018.10.03
  • Published : 2018.11.30
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Abstract

The study analyzed the characteristics of anti-smoking advertisements in Korea and examined if these characteristics were appropriate in terms of their effects. 68 TV anti-smoking ads were content-analyzed, focusing on ad appeal, message frame, message orientation, communication goal, and ad type. According to research, TV anti-smoking ads in Korea used messages that had the following characteristics: First, physical type messages that emphasize the effects of smoking on health, second negative frame messages that show negative consequences of smoking, third self-oriented messages that emphasize the consequences of smoking on oneself, fourth messages that intend to change attitude toward the smoking, and fifth storytelling techniques. Based on the results of previous ansi-smoking ad effect research, practical implications were discussed to enhance the effectiveness of the nation's anti-smoking advertisements.

본 연구는 우리나라 금연공익광고의 특성을 분석하고 이러한 특성이 흡연억제에 효과적인지를 살펴 금연공익광고의 제작 시 고려할 점을 제시하였다. TV금연공익광고 68편이 메시지 소구유형, 메시지 프레임, 메시지 지향성, 커뮤니케이션 목표 및 광고유형에 근거하여 분석되었다. 연구결과 우리나라 TV금연공익광고는 다음과 같은 메시지를 주로 사용하였다. 첫째, 흡연의 신체적 영향을 강조한 신체적 유형 메시지, 둘째 흡연의 부정적 결과를 보여주는 부정적 프레임 메시지, 셋째 자기지향적 메시지, 넷째 흡연 태도변화를 목표로 하는 메시지, 다섯째 스토리텔링 기법. 본 연구결과와 기존 금연광고 연구의 결과를 고려하여 우리나라 금연공익광고의 효과를 제고할 수 있는 방안이 토론되었다.

Keywords

표 1. 시기에 따른 메시지 소구 유형 Table 1. Message Appeal Types by Time

GJMGCK_2018_v4n4_89_t0001.png 이미지

표 2. 시기에 따른 메시지 프레임 Table 2. Message Frames by Time

GJMGCK_2018_v4n4_89_t0002.png 이미지

표 3. 시기에 따른 메시지 지향성 Table 3. Message Orientation by Time

GJMGCK_2018_v4n4_89_t0003.png 이미지

표 4. 시기에 따른 커뮤니케이션 목표 Table 4. Communication Goals by Time

GJMGCK_2018_v4n4_89_t0004.png 이미지

표 5. 시기에 따른 광고 유형 Table 5. Advertising Types by Time

GJMGCK_2018_v4n4_89_t0005.png 이미지

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