Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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A Study of Music Regulations of Broadcasting Advertising

방송 광고의 음악 규제에 대한 연구

  • Cho, Jae-Yung (Department of Advertising and PR, Chungwoon University)
  • 조재영 (청운대학교 광고홍보학과)
  • Received : 2016.05.19
  • Accepted : 2016.09.09
  • Published : 2016.09.30
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Abstract

This study reviewed critically the music regulations of broadcasting advertising and analyzed the post reviews of Korea Communications Standards Commission(KCSC) to find their problems and suggest alternatives for their improvements. As general core regulations, lyrics changes of children's song is banned except in non-commercial public advertising and lyrics changes to folk songs are permitted unless it includes the product related expressions, such as brand name; both of their arrangements are permitted. According to the items, the lyrics of the CM song of drug advertising should not include its brand name; alcoholic beverage advertising is banned if the lyrics of the CM song include product-related brand name or an expression encouraging drinking. The rationales of these regulations of restrictions or prohibitions of music in broadcasting advertising are unclear and are insufficient. Therefore, it will be necessary to improve them based on the evidence or knowledge by more valid research in the future.

본 연구에서는 방송 광고의 음악과 관련된 규정의 변화를 비판적으로 검토하고 방송통신심의위원회의 사후 심의 결과를 분석하였으며 그 결과를 바탕으로 문제점에 대해 논의한 후 개선 방안을 제시하였다. 일반 주요 규제로서 동요와 민요 관련 규정의 경우, 동요의 개사는 금지(비 상업적 공익광고 예외)되며 민요의 개사는 가능하지만 가사에 상품과 관련된 표현은 금지된다. 편곡은 동요와 민요가 모두가능하다. 품목별 규정으로서 의약품의 경우 제품명을 노래 가사로 사용하는 것은 금지되며, 주류는 제품명 또는 제조사 등 제품과 관련된 명칭 및 음주를 권장하는 내용이 포함된 가사는 금지된다. 이와 같은 광고 음악의 제한 및 금지 규정의 근거는 불분명하거나 그 타당성이 미약한 부분이 있어 개선의 여지가 필요하다. 또한 모바일 디바이스 사용의 확산으로 방송과 인터넷 등 매체 간의 경계가 불문명한 시대에 청소년 등 특정한 계층을 보호할 목적으로 방송 광고만 규제하는 것은 비합리적이라는 지적을 받을 수 있기 때문에 개선할 필요가 있으며 이를 위해 미래에는 보다 타당성 있는 연구가 실행되어야 할 것이다.

Keywords

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