• Proceedings of the Korea Contents Association Conference
• /
• 2019.05a
• /
• pp.235-236
• /
• 2019

이 연구는 청력손실 예방 공익광고 메시지가 프레이밍 유형(긍정/부정)과 자기효능감 정보제공(유/무)에 따라 수용자의 청력손실 예방의도에 미치는 영향을 검증한다. 개별 참여자들의 개인적 특성으로 지각된 위험과 미래지향 시간관을 메시지 효과에 영향을 미칠 수 있는 변인으로 설정했다. 이를 통해 청력손실 예방에 대한 이해와 관심을 증진시키기 위한 캠페인을 진행할 때 메시지 전략측면과 실행의 효과면에서 메시지 내용의 표현방법과 효율적 전달방법에 대한 함의를 제시한다.

• The Journal of the Korea Contents Association
• /
• v.19 no.10
• /
• pp.290-305
• /
• 2019

As laws regarding the execution of governmental and public corporate advertising have been enforced since 2018, the need for the increase in effectiveness and public benefits of governmental advertising has been suggested. This research focuses on the government's health campaigns regarding well-being, hygiene, and safety and thus conducts an in-depth research into strategies and the future course of policies. First, it analyzes domestic/international governmental advertising in the realm of health campaigns and specifically studies governmental advertising that employs media technologies in health communications. Furthermore, through in-depth interview with 10 health campaign experts, the study explores possible plans of utilizing the ever-developing field of digital technology. The results of this research show that it is imperative to target and strategize according to the purposes of health campaigns. It is also important to set the appropriate parameters of the campaigns according to the given budget while securing the quantity and quality of creativity. Also, it will be crucial to utilize media technology to the fullest extent and strategize around it. Therefore, this research suggests theoretical as well as practical strategic plans to increase the effectiveness and efficiency of governmental advertising in the realm of well-being, hygiene, and safety in health campaigns.

• Journal of Digital Convergence
• /
• v.18 no.7
• /
• pp.389-395
• /
• 2020

Female empowerment advertising campaigns are easily observed in the United States and European countries whereas it is rarely found in Korea. Thus, this study is designed to analyze female empowerment advertising campaigns so-called femvertising through a case analysis method. The case analysis is often employed in the field of advertising and other social sciences, especially is helpful in finding current trends. Study results found that themes of global femvertising campaigns could be categorized into 'redefining women's beauty', 'gender equality', 'education', and 'leadership'. The objective of these femvertising campaigns is to change perspectives of the society on women and change men's perspective. In terms of product category by global femvertising campaign companies, it varies from consumer goods, IT & electronics, automotive, finance, toy, non-profit organization to press. In general, femvertising targets women, but some femvertising campaigns also target men. This study also provides implications in regards with media usage strategy and advertising planning strategy.

• The Journal of the Korea Contents Association
• /
• v.21 no.11
• /
• pp.586-597
• /
• 2021

The purpose of the study is to investigate how females in the 2nd vaccination group(that is, women between the ages of 14-26) perceive cervical cancer, HPV vaccine, and the current campaign on HPV vaccine. In-depth interviews with 19 female college students between the ages of 20-26 revealed that the participants perceive the cervical cancer and vaccine as unimportant due to limited information; they were exposed to related information at random and there were lack of important information; and information provided were viewed as gender-biased. Moreover, social taboo-ness, cost and fear of its side-effects were found to influence women from getting vaccinated. Results show that participants want more fact-based and practical information, information that includes peers and men, as well as a campaign that has more frequent contact and accessibility. Findings of the study can be used for HPV prevention education in the future targeting women between the ages of 13-35. The study provides suggestion for future research and changes needed in HPV vaccine campaigns.

• 건강소식
• /
• v.32 no.7
• /
• pp.46-47
• /
• 2008

누구에게나 해롭지만 특히 자라나는 아이들에게 더욱 좋지 않은 담배 연기. 어린이들은 사랑하는 우리 가족과 이웃이 담배로 병들어 가는 것을 원하지 않는다. 이런 이유일까. 요즘은 간접흡연이 몸에 나쁘다며 공공장소에서의 흡연을 금지하는 캠페인을 벌이기도 한다. 또한 한국건강관리협회에서는 금연홍보 디자인 및 초등학생 대상 금연글짓기 공모를 해마다 개최하고 있다. 다음은 제14회 금연글짓기 공모 대상작들이다.

• Proceedings of the Korean Society of Disaster Information Conference
• /
• 2023.11a
• /
• pp.222-223
• /
• 2023

본 연구는 여성 안전에 대한 다양한 정책이 시행되었지만, 공공장소에서의 여성의 안전을 위협하는 사건과 사고는 지속해서 발생하고 있다. 최근 여성 대상 범죄, 특히 성폭력 범죄가 매우 높아지면서 공공장소에서의 여성 안전에 대한 문제가 대두되고 있다. 이러한 문제를 해결하기 위해서는 여성 안전사고 발생 원인을 분석하여 그 원인을 해결할 수 있는 전략과 방안들을 개발하는 연구가 필요하며, 이를 통해 여성들이 공공장소에서 안전하게 생활할 수 있는 환경을 조성할 수 있다. 따라서 공공장소에서의 여성 안전 개선방안 연구는 매우 중요하다. 그러기 위해서는 첫째 범죄율을 분석, 공공장소에서 여성 범죄의 유형 및 발생 경로에 대해 분석하여 언제, 어디서, 어떤 유형의 범죄가 발생하는지 파악한다. 둘째 교육 및 정보 제공, 여성들에게 주변 위험 요소와 대처 방법, 보호시설 위치 등을 교육하고 정보를 제공하여 위험 상황으로부터 탈출하거나 대처할 수 있도록 한다. 셋째 시설 개선, 공공장소의 설계나 조명, 치안 등을 개선하여 여성들이 안전하게 사용할 수 있는 환경을 조성한다. 넷째 적극적인 관리, 공공장소에서 범죄가 발생하거나 이에 대한 우려가 있을 때, 적극적으로 주변 상황을 관찰하고 대처한다. 다섯 번째 커뮤니티 참여, 지역사회와 함께 여성 안전에 대한 캠페인을 전개하고, 지역주민들의 적극적인 참여와 지원을 유도하여 여성 안전의식을 확산시킨다. 이러한 방법들을 적극적으로 활용하여 여성들이 더욱 안전하고 편안한 환경에서 일상생활을 영위할 수 있는 사회적으로 안전한 여성 안전 문제에 대한 개선방안을 제시한다.

• Journal of Korean Library and Information Science Society
• /
• v.38 no.1
• /
• pp.3-28
• /
• 2007

It is thought that the various PRs of public library are the PR within the jurisdiction. outside the jurisdiction, by print media. by audio-video media. by fixture. by event. by media outlet. by campaign, through cyber space. and through associated organization. But the strategy of PR from this study is followed. First. the team for PR should be organized. Second. the librarian for PR should be distributed. Third, the budget for PR should be raised. Forth. the organizations of community should be made the full use of for PR. Fifth, the media outlet of the community should be made the best use of. Sixth. the news letter published by public library should be utilized. Seventh. the internet homepage of public library should be made good use of.

• The Journal of the Convergence on Culture Technology
• /
• v.5 no.4
• /
• pp.51-60
• /
• 2019

The purpose of this study is to examine the issues that can be expected in the smart intelligent information society led by artificial intelligence and the Internet of Things, and how to resolve the issues in terms of PR.The results were as follows. First, there are three major issues that can be expected Second, in order to resolve the issue, it is necessary to prepare and carry out a public interest campaign to create and participate in a new paradigm for the alienated public. Third, welfare technology can be considered as an alternative to the issues.

• The Journal of the Korea Contents Association
• /
• v.18 no.6
• /
• pp.385-398
• /
• 2018

This study aims to explore implications by analyzing voters' behaviors and attitudes of political campaigns & political advertising audience in the 19th presidential election. For this purpose, in-depth interviews with 59 voters who voted in the last election were conducted, and interviewees were allocated by their gender and age. As a result, the motivation to ballot for a candidate was based on the candidates' political affiliations to a party, political inclinations, and election pledges. Voters also determined whom they would vote for after watching the final TV debate. The biggest issue of this election was to create jobs in the public sector, an economical issue. TV was the most trusted medium among the voters, and TV debates had the greatest influence in changing the minds of the voters. Voters thought that Shim, Sang Jung was the best on TV debates and that An, Chul Soo was the worst. Also, voters recalled An, Chul Soo the most among all election posters, but they recalled Moon, Jae In the most out of other political advertisement methods. Therefore, the results elucidated the voters' behaviors and the audience's attitudes in political advertising, and this study provided theoretical and practical implications to be utilized in future presidential election campaigns and political advertising endeavors.

• The Journal of the Korea Contents Association
• /
• v.13 no.5
• /
• pp.103-116
• /
• 2013

Meanwhile, the governmental organization has been familiar with construction and method of one-way communication focused on public relation. As a result, it is true that there are few customers who have interest in, understand, and actively participate in public policy of the government.However, by propagation of smart phone terminal, public relation of government policy is diversified such as SNS, application manufacture, etc. It paved the way for actively increasing customers' comprehension of relevant information and participation as well. With that background in mind, this research tried to search pattern and feature of SNS strategy through domestic and American examples for improving trustof government policy and find common ground in order to seek for solution to help government office conduct a PR campaign more efficiently through SNS.