| Abstract |
| Regarding the messages of public service advertising, receivers, that is, the general public recognize the necessity of settling the social issues in general; however, this hardly leads to practice due to the lack of interest and intention. Therefore, it is necessary to establish far more synthetic and systematic communication strategies than those used in typical commercials. This study selects as its subjects the public service advertising which has been produced by Japanese public advertising organization closely related with Korea in various fields and has been televised in order to consider their message appealing methods and attempt to understand the frame of creative strategies utilized in Japanese public service advertising. This research chooses seven topics from the video collection designed by the Japanese Advertising Council in 2005, `The History and Chief Works of AC`. It also extracts as its study subjects total 14 public service advertisements from it, two for each topic. As a study method, it uses content analysis which is the most frequently utilized qualitative study method for text analysis. To analyze the 14 Japanese TV public service advertisements, this paper divides the message appealing methods into two subcategories, rational and emotional appealing, and again subdivides emotional appealing into positive and negative appealing. Based on the research described above, this study intends to suggest a direction for the development of public service advertising in Korea while groping for effective creative strategies and providing foundational data for enhancing the efficiency of public service advertising and establishing systematic advertising strategies. |
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| Key Words |
| 일본 공익광고, 커뮤니케이션 전략, 소구방식, Japanese Public Service Advertising, Communication Strategies, Message Appealing Methods |
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