[ set DATA_HOME $env(UNIWEB_DOC_ROOT) source $DATA_HOME/init.appl ] 공익광고에 나타난 문화적 가치와 표현기법에 관한 연구

Abstract

Cultural Values and Creative Strategies Expressed in Public Service Advertising

 

Kwon, Joong-Rok / Professor, Dept. of Mass communication, Daegu University

 

The purpose of this study is to find the answers for the following research questions:

1. What are the major subjects, who are the target audiences, and what is the exposure frequency of public service advertising (PSA)?
2. What are the cultural values expressed in public service advertising?
3. What are the intended effects expected through public service advertising?
4. What kind of creative strategies have been applied to public service advertising?
5. How have the creative strategies been specified in public service advertising? In order to find out the answers to the questions, the study performed content analysis of public service advertising which had been aired on TV from 1981 through 2000.

The subjects of the PSA were primarily based on the need of a political arena, which include environment preservation, economic and societal stability. The characteristics of the PSA revealed that collective value is over individual value, modern value has been applied more than traditional value, the present is preferred more than the past and the future, and ‘ harmony with nature’ has been appeared more than 'surrender to nature’ or ‘control over nature’.

In the anticipated advertising objectives, the attitude-related ones were the majority in the advertisements. For the creative strategy, the symbolic association and the subject familiarization were the primary creative strategies. The lecture style, the western and urban setting, and the positive types of appeal were the major applications of the creative strategies applied to the public service advertising.

 

key word : public service advertising, public information campaign, cultural values, creative style.