Arousing the Need to Remove the 'Shadow Encroaching Phenomena on the Essence' in Ad Expression by Interdisciplinarily Applying Ethicality

윤리의식의 학제적 적용을 통한 광고 표현에서의 '그림자에 의한 실체의 잠식 현상' 제거 필요성 환기

  • Kim, Chulho (Division of Media Contents, Cheongju University)
  • 김철호 (청주대학교 미디어콘텐츠학부)
  • Received : 2018.01.04
  • Accepted : 2018.02.20
  • Published : 2018.02.28


The purpose of this research is to arouse attention to the importance of eliminating the 'Shadow Encroaching Phenomena on the Essence' in advertising expression by interdisciplinarily applying ethicality. This research shows that when advertising expression is planned and executed without enough consideration of ethicality, short-term effectiveness to reach goals can be increased, but it is easy to induce an unintended 'Shadows' Boomerang Phenomena'. This research also proposes that such processes arouse consumers' ethical defense mechanisms, possibly causing the 'Shadow Encroaching Phenomena' in the end. In conclusion, this research proposes the following. First, the pursuit of commercial profit in a capitalistic society must be done under the premise of securing a consensus of ethicality in a common society. Second, under the premise of an integrated process of education, sharing, execution, and confirmation of ethicality, companies can achieve both the micro-practical goal of profit pursuit and the macro-environmental goal of ecological sympathy.


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