공익광고포스터의 사진이미지분석 -여성과 가족에 대한 성역할 규정과 부정적 선입견 중심으로-

Abstract

Despite of its publicity, the main concerns of neoliberalism is still on economic growth. In this situation, public service advertising campaigns, produced by government, have their special roles to advertising and pursuing public goodness and maybe this is the ideal reason for their existence. But in reality, it is often abused to achieve specific purpose like stretching the truth or misleading public opinion, by intentionally or not. The subject of this article is revealing such distorted and misled images on public service advertising campaigns especially from an aspect of women and families. Male chauvinism, invented and standardized values about family system and fixed role required as an woman are expressed on many public service advertising campaigns, and these are the main objects of this article. All pictures and images, used in this article, are awards of Korean Public Service Advertising grand prize from 1994~2004 and extracted from homepage of Korean Broadcasting Advertising Corp(KOBACO).