• Title, Summary, Keyword: 공익광고

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A Study on Improvement of TV Public Service Advertisement Based on Persuasive Communication -Focused on TV Public Service Advertisement in China- (설득 커뮤니케이션에 기반을 둔 TV 공익광고 개선방안 -중국의 TV 공익광고를 중심으로-)

  • Wen, Ke-Jing;Choi, Won-Ho
    • The Journal of the Korea Contents Association
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    • v.18 no.6
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    • pp.628-642
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    • 2018
  • Modern TV public advertisements of China began in 1986. As messages were spread and expanded to the public through TV media, the society as a whole started to accept the public advertisements and the influence of public advertisements increased ever more. Successful persuasion is an important prerequisite for realizing the effects of TV public advertisements and this study sought to examine persuasion strategy at this moment when media, messages and the audience are becoming diversified. It sought to know of the present situation of China's TV public advertisements particularly from the standpoint of Chinese and analyze persuasion strategy and usage based on the theory of persuasive communication.

Development Policy of Korea and China Public Service Advertising: Focusing on Comparison of KOBACO and CCTV Operating System (한국과 중국의 공익광고 발전정책: KOBACO와 CCTV 운영체제 비교를 중심으로)

  • Kim, Na-Mi;Yu, Seung-Yeob
    • Journal of Digital Convergence
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    • v.12 no.4
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    • pp.171-182
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    • 2014
  • As several kinds of social public affairs come into the fore, public service advertising gets more important. In addition, the theme of the public service advertising differs depending on a country's political, economic, social and cultural characteristics, and there are unique public service advertising operating systems. This study assumed that the operating systems of the public service advertising might differ in Korea and China because of political, social, and cultural differences. Thus, the public service advertising operating system carried out by KOBACO and CCTV, the subjects of the public service advertising operation of Korea and China were classified into three categories (public service advertising operation status, public service advertising theme and public service advertising management and supervision) for a comparison. Through literature review and expert in-depth interview, data were collected and analyzed. Based on the data, 5 public service advertising development policies were proposed. The results of this study will contribute to the public service advertising production strategy and institutional development of Korea and China in the future.

A Study on the Visual Image and Verbal Texts in Television Public Service Advertising (TV공익광고에 나타난 영상이미지와 언어에 관한 연구)

  • Shin, In-Sik
    • Archives of design research
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    • v.18 no.2
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    • pp.111-122
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    • 2005
  • Public Service Advertising(PSA) is the integrated marketing concept including strategy and technology in all its aspects that pursue the changes of community to seek an agreement of its members by the intentional and the target oriented way. PSA to the exclusion of commercial intention reflects the current social flow and subject since it is focused to the social issue. PSA plays an important role in creating the further cultural value, and also affects present cultural value to advertising message. In this aspect, this study is very valuable to design the plan for further effective management of advertisement and to analyze communication strategy of PSA. This study is to make dear the nature of PSA by the analysis of contents of visual image and linguistics' factors in actual produced and broadcasted TV advertising, called 'Protection of environment' In the results, PSA related the environment is working to linguistic-centered persuading message corresponding to visual factor, this intends to educate and instruct the consumers in 1980's. PSA, therefore, shows a non-description nature without story line and a hero(heroin) on it. In contrast, after 1990's, PSA was made up image-centered and maximized the effectiveness public campaign through the activating consumer's judgement and intervention. We are able to know that it contributes to considering and persuading the consumer to suggest the story format through the visual way to deliver the message. This study of relationship between visual image and linguistics is a common trend appeared in all media including today's advertising, and may be a remarkable result to present proper direction of PSA campaign.

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A Study on Acceptance Effect of Health Public Advertising (건강 공익광고의 수용효과에 관한 연구 -광고홍보학과 전공 대학생들을 중심으로-)

  • Lee, Je-Young
    • The Journal of the Korea Contents Association
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    • v.16 no.9
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    • pp.85-93
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    • 2016
  • This study was researched by practical method in a subjectivity study accessible in-depth, in sloughing off old habit of functional quantity analysis about acceptance effect of health public advertising. The perception pattern come out in this study were divided into three types in Q-methodology. The result is as follows ; it is that divided '1[(N=9) : Profit & truth type], 2[(N=9) : Profit & Sympathy type], 3[(N=7) : Profit & Prevent education type] '. Like this, it found that is very different type all over. Hereafter, this study is to ascertain acceptance behavior about reception type on acceptance effect of health public advertising ; to offer a developmental suggestion about it.

The Effect of Metaphor in Public Service Advertising (공익광고에서 은유표현 형태에 따른 효과연구)

  • Im, Hyun-Bin
    • The Journal of the Korea Contents Association
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    • v.6 no.11
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    • pp.190-201
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    • 2006
  • A Study on the Effect of Metaphor in Public Service Advertising. The study carried out a positivistic research on university students with a view to contributing to the building of a metaphoric ad strategy by analyzing the effect of metaphoric expressions in public service advertising, which showed the following: First, the metaphoric ads using positive approach and indirect copy were effective for heightened emotional attitude of viewers. Second, the metaphoric ads using positive approach and indirect copy were effective for heightened source credibility, which was further heightened when the two were simultaneously used. Third, the metaphoric ads using positive approach and indirect copy were effective for heightened design preference, and the design preference became even preferable when the two were simultaneously used. Fourth, the metaphoric ads using indirect copy were effective for behavioral intention. The study suggested that the strategy of adopting metaphoric ads with indirect copy of positive approach was quite useful in strengthening the effect of public service advertising.

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Visual Representation of Fear Appeals in Chinese Public Service Advertising -Focused on HuangHe Award-winning Public Service Posters- (중국 공익광고에 나타난 공포소구의 시각적 표현 -중국 황하상(黃河奬) 공익포스터를 중심으로-)

  • Tao, Jin;Yang, Jong Hoon;Lee, Sang Eun
    • The Journal of the Korea Contents Association
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    • v.19 no.2
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    • pp.379-392
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    • 2019
  • Public service advertising is a form of communication activity performed to increase public interest. In order to improve the effectiveness of public service advertising, it is necessary to formulate advertising strategies that can actually induce positive action changes. China has various social problems because of dramatic social changes, which call for implementing public service advertising. This study aims to improve the persuasive effects of Chinese public service advertising by addressing effective communication strategies. In particular, we selected 33 works that use fear appeals from 2016 HuangHe Award-winning posters and analyzed their visual representation of fear appeals. The results suggest that fear appeals are frequently used in safe driving and anti-smoking campaigns. In addition, main colors of these posters were black and white. The main fearful images were often represented in a form of 'fact' and 'factual conception' and in the type of 'picture.' They also have features of implicit association' and 'exaggeration'. This study has a significance in terms of providing theoretical and empirical information to future research on improvement of public service advertising in China.

Analysis of the Contents of Anti-Smoking Advertisement (금연공익광고의 메시지 유형 분석)

  • Soh, Hyeonjin
    • The Journal of the Convergence on Culture Technology
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    • v.4 no.4
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    • pp.89-94
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    • 2018
  • The study analyzed the characteristics of anti-smoking advertisements in Korea and examined if these characteristics were appropriate in terms of their effects. 68 TV anti-smoking ads were content-analyzed, focusing on ad appeal, message frame, message orientation, communication goal, and ad type. According to research, TV anti-smoking ads in Korea used messages that had the following characteristics: First, physical type messages that emphasize the effects of smoking on health, second negative frame messages that show negative consequences of smoking, third self-oriented messages that emphasize the consequences of smoking on oneself, fourth messages that intend to change attitude toward the smoking, and fifth storytelling techniques. Based on the results of previous ansi-smoking ad effect research, practical implications were discussed to enhance the effectiveness of the nation's anti-smoking advertisements.

A Study on Improvement Direction of Public Service Advertisement to Prevent Drowsiness Driving on Highway (고속도로 졸음운전 방지를 위한 공익광고의 개선방향에 대한 연구)

  • Kwon, Jun-Ho
    • Journal of Digital Convergence
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    • v.15 no.11
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    • pp.77-83
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    • 2017
  • The Korea Expressway Corporation announced that road casualties on expressways in 2016 were 262 deaths, a 24% decrease compared to 343 deaths in 2015, thanks to the expansion of rest areas for sleepy drivers. And the installation of large-sized banners containing strong messages such as "dozing while driving means your death" helped to reduce the casualty caused by driving while drowsy by 35% compared to that in 2015. Accordingly, this study tried to analyze the impact of public advertisements designed to prohibit dozing while driving on expressways upon drivers, and to present a direction for improvement of such public advertisements in the future. Based on case studies and library researches, the study contemplated the effects of public advertisements on expressways at home and abroad. It was confirmed that the accident rate has been higher on straight roads than on curved roads and that the framing of negative messages using provocative images or slogans on traffic accidents has been considerably effective. In conclusion, if the installation of outdoor billboards for public advertisements at rest areas for sleepy drivers is institutionalized and the systematic provision of information by road section inside and outside of vehicles via Variable Message Sign (VMS) services on expressways, outdoor billboards, or navigation services (including smartphones) is available, it would be possible to maximize the effect of the public advertisements.

The Effects of Message Framing in Public Service Advertising - Moderating Role of Temporal Distance - (공익광고의 메시지 프레이밍 효과 - 시간적 거리감의 조절효과 -)

  • Yu, Ming-Ji
    • Management & Information Systems Review
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    • v.32 no.4
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    • pp.209-225
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    • 2013
  • The effects of message framing have been major research themes in marketing and advertising field and several studies on these effects have been conducted. The purpose of this study is to examine the direct effects of public service Advertising message framing and moderating role of temporal distance. The results indicate that message types have a significant effect on message reliability and acceptance intention. In addition, temporal distance plays a significant moderating role between the message types and the dependent variable. The results of this study suggest various implications in the public service advertising area.

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