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제17대 대통령 선거의 정치광고에 관한 연구

A Study of Political Advertising in the 2007 Korean Presidential Election Campaign

이수범
한국정치커뮤니케이션학회 (Korean Political Communication Association)|2008.03|정치커뮤니케이션연구 (Journal of Political Communication)|제8호|pp. 87-113|DOI 10.35731/kpca.2008..8.003

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참고문헌

키워드

정치광고대통령 선거 캠페인political advertisingpresidential election campaignissue-image adspositive-negative ads이슈 및 이미지 광고긍정 및 부정 광고

초록

This study examines the contents of political advertising messages appearing in daily newspapers and television during the final phase of 2007 presidential election campaign. The purpose of this study is to identify to what extent and in what manner the presidential candidates employed political ads during the races. This study systematically conducted content analyses of campaign advertisements both on TV and in newspapers. A total of 34 newspaper ads were selected in this study. Also, a total of 16 televised ads were analyzed in this study. Results of this study showed that there were differences of types and valences of political advertising between Myung-Bak Lee and Dong-Young Chung. More specifically, the results of the analysis demonstrated that Myung-Bak Lee's printed ads were significantly more likely than Dong-Young Chung's to emphasize policy issues over personal images. However, both Lee's and Chung's televised ads were more likely to rely on personal images. Also, Dong-Young Chung relied on negative ads than Myung-Bak Lee. Finally, Lee's printed ads focused on logical appeals. On the other hand, Lee's televised ads relied on emotional appeals.

Abstract

This study examines the contents of political advertising messages appearing in daily newspapers and television during the final phase of 2007 presidential election campaign. The purpose of this study is to identify to what extent and in what manner the presidential candidates employed political ads during the races. This study systematically conducted content analyses of campaign advertisements both on TV and in newspapers. A total of 34 newspaper ads were selected in this study. Also, a total of 16 televised ads were analyzed in this study. Results of this study showed that there were differences of types and valences of political advertising between Myung-Bak Lee and Dong-Young Chung. More specifically, the results of the analysis demonstrated that Myung-Bak Lee's printed ads were significantly more likely than Dong-Young Chung's to emphasize policy issues over personal images. However, both Lee's and Chung's televised ads were more likely to rely on personal images. Also, Dong-Young Chung relied on negative ads than Myung-Bak Lee. Finally, Lee's printed ads focused on logical appeals. On the other hand, Lee's televised ads relied on emotional appeals.

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