기업광고에 대한 한.미간 비교연구
A Comparative Study of Corporate Advertising between Korea and the U.S.
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초록
The corporate (PR) advertising is to try to formulate a favorable attitude a company by telling consumers about its contribution to the society. This PR advertising enhances its image more positively among the stakeholder including consumer, government, employees, investors, and media. Most studies in corporate ad in this area have been concentrated in the content analysis of various advertisements in different cultures or countries. But, this kind of research-oriented study usually lacks of usefulness and applicability in advertising industry because it doesn't reflect any process of perception, attitude, or preference of consumers. Therefore, this Q study tried to identify the factors among consumers in Korea and the U.S. from the perspective of the audience instead of communicator or researcher: This analysis explores 4 and 5 factors respectively.
Abstract
The corporate (PR) advertising is to try to formulate a favorable attitude a company by telling consumers about its contribution to the society. This PR advertising enhances its image more positively among the stakeholder including consumer, government, employees, investors, and media. Most studies in corporate ad in this area have been concentrated in the content analysis of various advertisements in different cultures or countries. But, this kind of research-oriented study usually lacks of usefulness and applicability in advertising industry because it doesn't reflect any process of perception, attitude, or preference of consumers. Therefore, this Q study tried to identify the factors among consumers in Korea and the U.S. from the perspective of the audience instead of communicator or researcher: This analysis explores 4 and 5 factors respectively.
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