| Abstract |
| Rate of blood donation does not come up to self-sufficiency in Korea. So, more efficient and active blood donation campaign is needed to increase blood donation. In addition, it aims at change of long-term awareness and behavior of the people through project and implement of the efficient blood donation campaign.
For this, the study selected domestic and foreign blood donation campaign, recently made, and analyzed them according to expression type. The result of the analysis showed that the value of blood donation, which people usually think of, matched with the content of most favorable blood donation campaign and the value, people usually thought the most important, had a big impact on the content of the campaign. To the people, the most important value of blood donation was practice for the sanctity of life and the most preferred slogan was also rescue of life. People favored family concept for expression around characters, graphic art expression for expression with illustration, indirect symbolic expression for expression using symbolic subjects and family concept for overall expression types. The study suggests the promising perspective of expression type of blood donation campaign and expects to be a contribution to blood donation market with improvement of blood donation by having a positive impact on consumers. |
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| Key Words |
| 헌혈포스터, 헌혈캠페인, 헌혈 광고표현, Blood donation poster, Blood donation campaign, Blood donation advertisement expression |
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