공익광고 메시지 전달과정의 합리성에 관한 연구: 한·미·일 공익광고 메시지 전달과정을 중심으로

Abstract

With the recognition of the public announcement increa- singly greater, the necessity has been brought up that the definition of the public announcement should be changed in accordance with social changes and the sense of the times. The public announcement reflects political, economic, social and cultural situations of a particular time period, and a wide variety of announcement techniques have been developed in the interest of the social public. In this respect, more new studies on conveying the messages of the public announ- cement and the new agenda of the public announcement are needed. The public announcement inherently has its own dilemma in that it should satisfy the needs of both advertisers and receivers. In other words, it should reflect the advertisers' decision and at the same time achieve the public benefits. Theoretically, the process of conveying messages should be made through the rational decision of all social components. The social public, the core of the public announcement, can be ensured by processing such reasonable decisions. Thus, ensuring the rationality in the process of conveying messages is a minimum safety device. This study has examined the process of conveying messages of the public announcement of Korea, the United States, and Japan in view of rationality, the make-up of the public announcement subject, and the rational method of expressing messages. This study points out several differences in the method of conveying messages of the three nations. American public announcement requires to convey messages rationally based on legal decisions while Japanese public announcement conveys messages metaphorically. Korean public announ- cement can be characterized as to include both metaphorical symbolism and realistic communication. In addition to these findings, this study has also examined and compared the three nations' announcement agencies and operating methods.