Comparative Analysis of Historical National Image Advertising in Korea – Video Advertisements Produced between 1998-2017
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
Since national image video advertisements are a means of public relations with wide delivery and major repercussions at home and abroad, this study performs a comparative analysis of video advertisements aired by previous governments as reported by Daejung Kim, Moohyun Roh, Myungbak Lee, and Geunhye Park. The characteristics of the previous governments, whether or not social trends were reflected, and the importance of traditional and modern elements were examined. As we describe, there are clear differences in video advertisements by government regime, and while messages expressing traditional values of Eastern culture have gradually decreased, reflecting the trends of the times, the messages emphasizing the modern values of the West have gradually increased. Our research confirmed that traditional elements such as 'Samulnori' and 'Taekwondo' are gradually disappearing. In addition, it was confirmed that the collective values, traditional values, and humanism represented by the 'large crowd' and 'traditional elements' in the Kim Dae-jung and Roh Moo-hyun administration changed in the Lee Myung-bak and Park Geun-hye administrations to more individualistic, materialistic, Western values. This study is meaningful in that it analyzed the components and characteristics of national image advertisements by governments in the past, how social trends were reflected, and the weight difference between traditional and modern elements. Based on this research, the significance of the current Moon Jae-in government’s groundwork for follow-up research should not be understated.
Abstract
Since national image video advertisements are a means of public relations with wide delivery and major repercussions at home and abroad, this study performs a comparative analysis of video advertisements aired by previous governments as reported by Daejung Kim, Moohyun Roh, Myungbak Lee, and Geunhye Park. The characteristics of the previous governments, whether or not social trends were reflected, and the importance of traditional and modern elements were examined. As we describe, there are clear differences in video advertisements by government regime, and while messages expressing traditional values of Eastern culture have gradually decreased, reflecting the trends of the times, the messages emphasizing the modern values of the West have gradually increased. Our research confirmed that traditional elements such as 'Samulnori' and 'Taekwondo' are gradually disappearing. In addition, it was confirmed that the collective values, traditional values, and humanism represented by the 'large crowd' and 'traditional elements' in the Kim Dae-jung and Roh Moo-hyun administration changed in the Lee Myung-bak and Park Geun-hye administrations to more individualistic, materialistic, Western values. This study is meaningful in that it analyzed the components and characteristics of national image advertisements by governments in the past, how social trends were reflected, and the weight difference between traditional and modern elements. Based on this research, the significance of the current Moon Jae-in government’s groundwork for follow-up research should not be understated.
참고문헌 (22)
- 유재웅, "한국 TV 드라마 시청이 제작국 이미지에 미치는 영향 :중국과 일본 시청자를 대상으로", PR연구, 11(2), pp.126~158 (2007), 한국PR학회[DOI]
- H. H Jang, "A Study on the Identity of Media Advertisement for National Image-PR-centered on TV Ads", Korean Digital Design Council, 10, pp.134~144 (2005)
- S. W. Yeom, "Research on the status and awareness of Korea's national image enhancement activities", Journal of Public Relation, 7(2), pp.134~144 (2003)
- 윤현철, "TV광고영상의 의미작용에 관한 텍스트분석 - 부정소구 금연광고를 중심으로 -", 한국디자인포럼, (13), pp.313~326 (2006), 한국디자인트렌드학회
- 윤재연, "정책 광고의 텍스트성 연구－이명박 정부 시기의 정책 광고를 중심으로－", 한말연구, (36), pp.63~103 (2015), 한말연구학회[DOI]
- S. Y. Seo, "Research on national public relations measures through strengthening cultural image", M. I, pp.2000
- 노승혁, "베트남에서 한국의 국가이미지가 한국산 수입상품 구매의사에 미친 영향에 관한 연구", Journal of The Korean Data Analysis Society, 12(2), pp.1035~1051 (2010), 한국자료분석학회
- 칭지판, "소비자 적개심과 국가이미지가 제품평가에 미치는 영향: 중국과 러시아에 대한 비교연구", 국제경영리뷰, 19(3), pp.105~124 (2015), 한국국제경영관리학회
- 염성원, "한국의 국가이미지 연구동향에 관한 연구", 광고학연구, 14(3), pp.87~117 (2003), 한국광고학회
- 오미영, "국가 이미지 제고를 위한 해외 홍보：이론, 현황 및 전략", PR연구, 6(1), pp.230~267 (2002), 한국PR학회
- Y. S. Kim, "The Textuality and Constitutive Principles of Pictural Ads", The Textlinguistic Society Of Korea, 11, pp.199~222 (2001)
- 신인식, "TV공익광고에 나타난 영상이미지와 언어에 관한 연구", 디자인학연구, 18(2), pp.111~122 (2005), 한국디자인학회
- 이봉녀, "국가이미지 홍보용 브랜드 정체성 연구-국정홍보처 TV광고 중심으로-", 한국과학예술융합학회, 1, pp.89~102 (2005), 한국전시산업융합연구원
- 김종무, "시각적 촉각 자극과 광고영상 구성요소의 상관성 연구 - TV 공익광고영상 중심으로 -", 디지털디자인학연구, 8(3), pp.137~146 (2008), 한국디지털디자인학회[DOI]
- 박현순, "국정 홍보 조직과 기능에 대한 정책 홍보 담당자의 인식 및 평가", PR연구, 9(2), pp.160~195 (2005), 한국PR학회
- 고홍숙, "중앙부처의 홍보대행사 활용에 관한 연구: 홍보대행사의 활용이유와 한계점을 중심으로", 미디어, 젠더 & 문화, (20), pp.5~38 (2011), 한국여성커뮤니케이션학회
- 최성락, "정부 부처의 홍보 조직구조가 홍보 활동에 미치는 영향 분석", 한국자치행정학보, 28(1), pp.159~175 (2014), 한국자치행정학회[DOI]
- 한상필, "광고를통해본한국문화의변화-1960년부터 2000년까지의 광고 내용분석", 광고연구, 58, pp.135~162 (2003), 한국방송광고공사
- 한상필, "문화를 반영하는 광고, 문화를 창조하는 광고", 광고학연구, 27(2), pp.29~54 (2016), 한국광고학회
- 최일도, "대한민국 관광브랜드 경쟁력 강화를 위한 전략방안 연구 : 프랑스와 독일 관광객의 경험에 대한 분석을 중심으로", 광고학연구, 20(1), pp.331~341 (2009), 한국광고학회
- 이수범, "수용자 특성에 따른 디지털 미디어 광고 태도에 대한 연구", 광고학연구, 19(5), pp.97~122 (2008), 한국광고학회
- 최행규, "광고텍스트의 이데올로기와 미디어통치 - 뻴레빈의 『Generation «П»』를 중심으로", 노어노문학, 22(3), pp.405~439 (2010), 한국노어노문학회