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Comparative Study of Companies and Government Agencies' Covid 19-Related Advertising (TV and Print) Through Content Analysis
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내용분석 (Content Analysis)을 통한 국내 기업과 정부의 코로나 관련 TV 및 인쇄 광고 비교 분석 연구

논문 기본 정보

Type
Academic journal
Author
Um Nam-Hyun (홍익대학교)
Journal
한국광고PR실학회 광고PR실학연구 광고PR실학연구 제14권 제2호 KCI Accredited Journals
Published
2021.1
Pages
87 - 102 (16page)

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Comparative Study of Companies and Government Agencies' Covid 19-Related Advertising (TV and Print) Through Content Analysis
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Abstract· Keywords

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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.
#코로나 19 #기업광고 #정부광고 #조절 초점

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References (22)

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권예지 / 2020 / 코로나19가 미디어ㆍ광고시장에 미친 영향 dbpia 권이민수 / 2020 / 코로나19를 이겨내자, 국내외 기업의 CSR 광고 / AP News google schola 김병희 / 2012 / 주제 변화와 수상 실적으로 본 공익광고 크리에이티브 30년의 변화와 전망 / 한국광고홍보학보 14(2):242~264 dbpia 김병희 / 2017 / 정부 정책광고에 대한 인식과 정부광고의 효과적인 기획 방안 / 광고PR실학연구 10(4):42~65 Crossref 김상훈 / 2012 / 정부 광고 공공성 강화를 위한 법령 및 규제 분석 dbpia

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