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Analysis Study of Political Advertising Headline Emphasis Type - The 20th National Assembly Elections
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정치광고 헤드라인 강조유형 분석연구 - 20대 국회의원선거를 중심으로

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Type
Academic journal
Author
Byung-Dae Kim (신라대학교)
Journal
The Institute of Knowledge Management, Chosun University JOURNAL OF CORPORATION AND INNOVATION Vol.43 No.1 KCI Accredited Journals
Published
2020.3
Pages
37 - 47 (11page)

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Result
Analysis Study of Political Advertising Headline Emphasis Type - The 20th National Assembly Elections
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Abstract· Keywords

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This study analyzed emphases on the headline messages that can affect voters’ choices. To do this, focusing on the headlines of the 264 election treasures in Busan and Seoul for the 20th National Assembly elections, the headline information contents (for the steel contents) such as politics, economy, society, vision and others were designated. Specifically, deference in emphases on headlines by advertisement subdivision (issue/image), deference in emphases on headlines by candidates (man and female), and the deference of the regional (Busan/Seoul) headlines were analyzed. In a total of 264 candidates" campaign treasures, society-related headlines turned out to exist mostly. Such a result did not show any difference according to the region, and it can be interpreted that these headlines attempt to express headlines based on social phenomena that emerged during party platforms and election years. This research proves meaningful in analyzing headlines and organizing political advertisements for parliamentary elections, and will be basic materials for future research. Based on these results, we recommend to further analyze headlines depending on political parties and voters in the future.
#election of National Assemblymen #headline #advertising appeal #Political advertisement #content analysis #국회의원선거 #헤드라인 #광고소구 #정치광고 #내용분석

Contents

ABSTRACT
국문초록
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구문제와 연구방법
Ⅳ. 분석결과
Ⅴ. 결론
References

References (33)

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김만기 / 2012 / 선거공보물에서 후보자의 메시지 전략 분석 -2010년 6․2 지방 선거공보를 중심으로 / 디지털융복합연구 10(7):69~75 dbpia 김인숙 / 1999 / 선거 홍보물의 메시지 전략에 관한 연구: 기초단체장 선거사례를 중심으로 / 한국언론학보 44(1):90~139 dbpia 김창남 / 2007 / 선거캠페인의 원리와 실행전략 / 나남출판사 google schola 김춘식 / 2003 / 2002 대통령선거 TV광고와 신문광고의 언어적 메시지 분석- Benoit의 정치캠페인 수사분석틀 적용을 중심으로 / 광고연구 59:25~48 dbpia 박종렬 / 1995 / 정치광고의 메시지 특성에 관한 연구 / 광고연구 27:245~284 dbpia

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UCI(KEPA) : I410-ECN-0101-2020-324-000605233