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DOI :     Journal Korea Society of Visual Design Forum , Vol.61, No.0, 119 ~ 129, 2018
Title
A Comparative Study on the Public Service Advertisement of Korea and China
신인식 In-sik Shin , 허진영 Jin-young Hur
abstract
Background This study will analyze how public service advertisement strategies are different between Korea and China and the characteristics of public service advertisements in the two countries in order to explore creative strategies and message appealing methods internalized in public service advertisements. This researcher will also compare the frames of communication strategies between Korea and China and find out differences between the countries in order to suggest efficient approaches to the implementation of marketing strategies and advertisements for the products of Korea targeting the market in China. Methods The subjects of analysis are total 12 TV public service advertisements dealing with ‘environmental protection’. Here, one of the qualitative study methods, text analysis, was employed. The items of analysis are largely classified into ‘rational appealing’ and ‘emotional appealing’, and emotional appealing is again subdivided into negative emotional appealing and positive emotional appealing before going through text analysis. This study has examined how message appealing methods are different between Korea and China. Result According to the results of examining message appealing methods in Korea and China, among six Korean advertisements analyzed, four deal with ‘negative emotion’, and one is found to deal with ‘rational appealing’ and ‘positive emotion’ each. Among total six Chinese advertisements analyzed, five deal with ‘negative emotion’, and one is found to deal with ‘positive emotion’. Conclusions Through comparative analysis on Korea and China’s public service advertisements, it has been found that emotional appealing is effective in public service advertisements intended to appeal to low-involved receivers not directly associated with them, which corresponds to the result of advanced research. The two countries’ cultural and political differences also have influenced the findings of this study. In order to execute advertisements efficiently, it is needed to carry out research constantly on advertisement strategies and message appealing methods.
Key Words
공익광고, 커뮤니케이션 전략, 메시지 소구방법, Public Service Advertisement, Communication Strategy, Message Appealing Methods
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