1981년부터 2007년까지 시대별 주제변화에 따른 공익광고 표현 연구

Abstract

The advertisement for public good is a public announcement of communication type that purports to induce the public to change their consciousness. That is, the advertisement for public good plays the role of making the general public recognize social issues or problems in the public level, not in the commercial level. And it naturally gets to have social responsibility that is differentiated from the characteristics of the advertisement for profits. The social responsibility of the advertisement for public good here means that it delivers the value and the culture pattern that can plan public good. However, in terms of the expression, the advertisement for public good has been managed by the government, which is the weakness of the advertisement for public good. Because of this weakness, the development of the advertisement for public good has just found its way while the commercial advertisement has grown up fast. Accordingly, there are many restrictions and limitations in the expression of the advertisement for public good. 95.2% of Koreans show a favorable attitude to the advertisement for public good, but 40.5% of them are satisfied with its expression. Satisfaction with the expression covers the topic, the copy, and the illustration of the advertisement. The biggest dissatisfaction is 'the copy', which takes 52.6% of the total, and the dissatisfaction of 'the topic' is 23.1%. Therefore, this paper examined the concept and the meaning of the advertisement for public good and comparatively analyzed the expression of the printed advertisement for public good according to the changes in the topics by age, putting its focus on the appeal type, the process of topic changes, and the factors of the advertisement for public good. And based on the analysis, it made general conclusions. For the development of another advertisement culture - the advertisement for public good, a future study will have to be continuously conducted about various media suitable for the flow of the market.