문화기술의 융합 (The Journal of the Convergence on Culture Technology)

  • 제9권6호
  • /
  • Pages.453-459
  • /
  • 2023
  • /
  • 2384-0358(pISSN)
  • /
  • 2384-0366(eISSN)
국제문화기술진흥원 (The International Promotion Agency of Culture Technology)
권호 표지
DOI QR코드

DOI QR Code

옥외광고를 활용한 공공 콘텐츠 사례연구: 시각적 특성을 중심으로

A Case Study of Public Contents in Out-Of-Home Advertising: Focused on Visual Characteristics

  • 김운한 (선문대학교 미디어커뮤니케이션학과) ;
  • 정현주 (가톨릭관동대학교 광고홍보학과)
  • 투고 : 2023.10.05
  • 심사 : 2023.11.05
  • 발행 : 2023.11.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구는 공공매체 성격이 강한 옥외광고에서 공익광고 및 공공 콘텐츠의 크리에이티브 특성을 분석한 것이다. 기금조성용 야립광고를 중심으로 사례 분석을 실시한 결과는 다음과 같다. 첫째, 광고주체는 주로 정부부처였으며 지자제 광고는 발견되지 않았다. 둘째, 광고 메시지는 대부분 정부와 공공기관 등의 정책홍보에 관한 내용이며, 기타 공공 콘텐츠 또는 공익 메시지는 찾아보기 어려웠다. 셋째, 표현 측면에서는 텍스트가 시각적 요소보다 더 많은 비중을 차지하였으며, 시각적 표현요소로 일러스트레이션이 주를 이뤘다. 이는 국내 야립광고의 공공 콘텐츠들이 주로 직접적인 정보 전달 목적이 강한 것을 의미한다.

This study analyzed the creative properties of public service advertisements and public content in outdoor advertising. The results of a case analysis focusing on outdoor advertisements for fundraising are as follows. First, government ministries were mainly found as advertisers. Second, most of the advertising messages were about policy promotion by the government and public institutions, with few public content or public interest messages. Third, in terms of expression, text took up more weight than visual elements, and illustrations were the main visual expression element. This proves that the public content of domestic outdoor advertisements mainly has a strong purpose of conveying direct information.

키워드

참고문헌

  1. Jimenez-Marin, G., Elias Zambrano, R., Galiano-Coronil, A., & Ravina-Ripoll, R. (2020). Food and beverage advertising aimed at Spanish children issued through mobile devices: a study from a social marketing and happiness management perspective. International Journal of Environmental Research and Public Health, 17(14), 5056. https://doi.org/10.3390/ijerph17145056
  2. Han, M. J., Lee, Y., & Kim, H. J. (2005). The analysis of the changes in the issues of Korea's public campaigns from 1945 to 2003. The Korean Journal of Advertising & Public Relations, v.7, no.1, pp.239 - 275
  3. Kim, W. H., Kim, M. J., & Lee, H. W. (2017). Content analysis on domestic and foreign public advertising - focused on the distinctiveness and fictionality. The Journal of Image and Cultural Contents, Vol.12. 59-81. DOI : 10.24174/jicc.2017.06.12.59
  4. Shim, S. W. & Shin, I. G. (2007). A Study on the Effectiveness of Subway Monitor Television Advertising. The Korean Journal of Advertising & Public Relations, 9(2), 7-32.
  5. Yoo, J. H., & Hwang, S. W. (2016). A Comparative Study of TV Public Service Advertisements in Korea, China and Hong Kong. Social Science, 1-33. DOI : 10.18859/ssrr.2016.05.32.2.1
  6. Wilson, R. T., & Casper, J. (2016). The role of location and visual saliency in capturing attention to outdoor advertising: How location attributes increase the likelihood for a driver to notice a billboard ad. Journal of Advertising Research, 56(3), 259-273. DOI: 10.2501/JAR-2016-020 Published 1 September 2016
  7. Pae, J. K. & Cho, S. S. (2017). The Study of Government Advertising as a Public Communication - Focus on the Advertisements of Roh Moo-Hyun, Lee Myung-Park, Park Geun-Hye Government. Korean Journal of Journalism & Communication Studies, 61(5), 434-456. 61(5), 434-456. https://doi.org/10.20879/kjjcs.2017.61.5.014
  8. Singhal, A., Wang, H., Rogers, E. M., Rice, R. E., & Atkin, C. K. (2013). The rising tide of entertainment-education in communication campaigns. Public communication campaigns, 4th. Edition, 321-333.
  9. Cutlip, C., Center, A. H., & Glen, M. Broom, (1985). Effective public relations. New Jersey: Prentice Hall Inc
  10. Heiser, R. S., Sierra, J. J., & Torres, I. M. (2008), Creativity via Cartoon Spokespeople in Print Ads: Capitalizing on the Distinctiveness Effect, Journal of Advertising, 37 (4), 75-84. https://doi.org/10.2753/JOA0091-3367370406
  11. Seliger, M. (2008) Visual Rhetoric in Outdoor Advertising, in Durling, D., Rust, C., Chen, L., Ashton, P. and Friedman, K. (eds.), Undisciplined! - DRS International Conference 2008, 16-19, Sheffield, United Kingdom.
  12. Gudykunst, W. B. (1997). Cultural variability in communication. Communication Research, 24(4), 327-343. https://doi.org/10.1177/009365097024004001
  13. Kim M. J. & Kim, T. E. (2023). A Study on the Factors Influencing the Satisfaction and Continued Use Intention of the Subscription Economy Service: Focusing on Use Motivations, Platform & Service Characteristics. The Journal of the Convergence on Culture Technology. Vol. 9, No. 5, pp.535-542. http://dx.doi.org/10.17703/JCCT.2023.9.5.535
  14. Seo, S. H. (2020). Exploratory Study on Consumer's Hedonic Value for Retail Advertising and Marketing Plans: Based on In-depth Interview on Consumer's Shopping Experience. International Journal of Advanced Culture Technology, Vol.8 No.1 13-18.  https://doi.org/10.17703/IJACT.2020.8.1.13