내용분석 (Content Analysis)을 통한 국내 기업과 정부의 코로나 관련 TV 및 인쇄 광고 비교 분석 연구

Abstract

This study is designed to examine if there is difference between companies’ and government Agencies’ Corona 19-related advertisements (TV and Print) in terms of formal aspect (media type, regulatory focus message type, model type) and content aspect (advertising subject, and advertising purpose). For this content analysis, a total of 212 advertisements (117 TV ads and 95 print ads) which were executed between January 1, 2020 and October 30, 2020 has been collected. Study results indicate that companies ran more TV ads than print ads whereas government agencies ran more print ads than TV ads. Both companies and government agencies ran promotion-focused messages in their advertising campaigns. However, when compared to ratio between companies and government agencies, companies were likely to run more promotion-focused messages in their advertisements. Content analysis results suggest that companies and government agencies employed ordinary persons more often rather than celebrities. In terms of advertising subject, companies and government agencies coincidently ran advertisements with emphasis on subjects such as “public condolence and willingness to overcome Corona 19”, “guidance to Corona 19 prevention tips’, and ‘gratitude to and cheer for medical staffs and government officials fighting against Corona 19” in order. Lastly, the purpose of companies’ advertisement was general notice, information provision, induction of action, and perception change while the purpose of government agencies’ advertisement was induction of action, general notice, information provision, and perception change.