| Abstract |
| The texts in public service advertising should contain diverse creative strategies for persuading consumers and enhancing the efficiency of advertisement. Such creative strategies in a way of expression will work as a significant factor for reaching the unique goal of public service advertising which is dedicated to control, form and control social changes aimed at social members. Therefore, the importance of research into this field has increased gradually, and it is supposed to play a crucial role in obtaining approval of receptors consumers by diversifying expression strategies in pursuit of new strategies through a comparative study among nations. From this perspective, it may be meaningful to identify the characteristics of public service advertising by country as well as the historic background of Korean and Japanese public service advertising and differences between their strategies of expressing advertisements, by comparing and analyzing Japanese public service advertising and Korean public service advertising which are closely coupled economically, socially, and culturally, and to establish plans for executing efficient advertising in the future. |
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| Key Words |
| Text, Public Service Advertising, Creative Strategy |
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