Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

Development Policy of Korea and China Public Service Advertising: Focusing on Comparison of KOBACO and CCTV Operating System

한국과 중국의 공익광고 발전정책: KOBACO와 CCTV 운영체제 비교를 중심으로

  • Kim, Na-Mi (Dept. of Advertising, Pecking University) ;
  • Yu, Seung-Yeob (Dept. of Advertising and Public Relations, Namseoul University)
  • Received : 2014.02.11
  • Accepted : 2014.04.20
  • Published : 2014.04.28
Download PDF
⟨ Previous Next ⟩

Abstract

As several kinds of social public affairs come into the fore, public service advertising gets more important. In addition, the theme of the public service advertising differs depending on a country's political, economic, social and cultural characteristics, and there are unique public service advertising operating systems. This study assumed that the operating systems of the public service advertising might differ in Korea and China because of political, social, and cultural differences. Thus, the public service advertising operating system carried out by KOBACO and CCTV, the subjects of the public service advertising operation of Korea and China were classified into three categories (public service advertising operation status, public service advertising theme and public service advertising management and supervision) for a comparison. Through literature review and expert in-depth interview, data were collected and analyzed. Based on the data, 5 public service advertising development policies were proposed. The results of this study will contribute to the public service advertising production strategy and institutional development of Korea and China in the future.

사회의 여러 가지 공공문제가 부각될수록 공익광고의 중요성이 증대되고 있다. 또한 각 국가의 정치, 경제, 사회, 문화의 특성에 따라 공익광고의 주제가 다르며, 독특한 공익광고 운영체제를 갖추게 되었다. 본 연구는 한국과 중국의 정치, 사회, 문화 등의 차이로 인해 공익광고의 운영체제가 다를 것이라는 가정을 하게 되었다. 따라서 한국과 중국의 공익광고 운영 주체인 KOBACO와 CCTV에서 이루어지고 있는 공익광고 운영체제를 3가지 범주(공익광고 운영현황과 공익광고의 주제 및 공익광고 관리감독)로 구분하여 비교하였다. 문헌분석과 전문가 심층면접을 통해 자료를 수집하고 분석하였다. 이 자료에 근거하여 5가지 공익광고 발전정책을 제안하였다. 본 연구결과는 향후 한국과 중국의 공익광고 제작전략과 제도적 발전에 기여할 것이다.

Keywords

References

  1. Kwon, Joong Rok, Cultural Values and Creative Strategies Expressed in Public Service Advertising, Advertising research, vol. 56, pp.127-159, 2002.
  2. Urdang, Laurence, Public Service Advertising in Dictionary of Advertising Terms, Chicago: Tatham -Haird & Kunder, 1997.
  3. Kim, Min Ki, A Study for the Development of Korean Public Service Advertising, Political communication study, vol.14, pp. 5-49, 2009.
  4. Wei, Bo, Corporate image and public service advertising, Tianfuxinlun, vol.6, pp.46-47, 1999.
  5. Tang, Jin, Interpretation of modern public service advertising, Shang Hai: East China Normal University Press, 2012.
  6. Park, Jong-yeol, Political advertising and campaign strategies, Seoul: Chungrim, 1987.
  7. O' Guinn, Thomas C., Allen, Chris T. & Semenik, Richard J., Cheng, Ping,Zhang, Shu Ting Translation, Advertising(2nd ed.),Bei Jing: Mechanical Industry Press,2002.
  8. Wu, Jing, Li, Feng Cheng, Social Effects of PSA: CCTV center's 20 years of public service advertising, Southeast Communication, vol.53, pp.159-161, 2009.
  9. She, Xian Jun, Marketing Management of TV Advertising,Bei Jing:China Radio & Television Publishing House,2004.
  10. Wang, Duo Ming, Kong, Jiong, China Advertising Dictionary, Bei Jing: China Radio & Television Publishing House, 2008.
  11. Kim, Min Ki Translation, Public Service Advertising Studies, Seoul: KOBACO, 2005.
  12. Chen,Gang, Cui, Tong Yan & Li, Shang Shang, Change of System: Problems and Analysis of Chinese Public Service Advertisings, Advertising Panorama, vol.5, pp.23-26, 2007.
  13. Seo, Beom Seok, Study on broadcast advertising system and laws, Seoul: KOBACO, 2004.
  14. National Innovative Research Base of Public Service Ads in Communication University of China, Annuals of China's public service advertising (1986-2010), China Industrial and Commercial Press, 2011.