The Journal of the Convergence on Culture Technology (문화기술의 융합)

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
권호 표지
DOI QR코드

DOI QR Code

A Study on Advertising Review of Daily Newspaper Section (Special Edition) and Suggestions for Improvement

기사형 섹션(특집)광고 심의현황과 개선방안 연구

  • 유현중 (가톨릭관동대학교 광고홍보학과) ;
  • 지원배 (한신대학교 미디어영상광고홍보학부)
  • Received : 2018.10.11
  • Accepted : 2018.12.08
  • Published : 2019.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to investigate the characteristics of advertising section of the daily newspaper through content analysis. From April 2015 to March 2017, a total of 1,927 advertisements were analyzed by the newspaper ethics committee, and the following results were obtained. Firstly, most types of features (advertising) received more attention than warnings. Secondly, we can confirm that the amount of advertisement in section (featured) of major daily newspapers is gradually increasing, and section advertisement is appeared in major business districts. Third, there were many violations in the practice guidelines of the newspaper code of ethics as the media's responsibility and press coverage. Finally, in the case of certain companies and products, if you do not follow the principles of publication for profit and publicity, you may need to make your own efforts to protect the credibility and fairness of newspapers, and more autonomous guidelines.

본 연구는 최근 이슈가 되고 있는 일간신문의 섹션(특집)광고의 특성을 분석하는데 있다. 2015년부터 2017년까지 신문윤리위원회의 심의 결정집에서 조치를 받은 총 1,927개의 광고를 분석하여 다음과 같은 결과를 얻을 수 있었다. 첫째로 유형별 특징은 대부분의 섹션(광고)는 경고보다는 주의 조치를 많이 받았다. 두 번째는 주요 일간신문의 섹션(특집)광고의 양이 점차 증가하고 있고, 주요 경제지에도 섹션광고가 많이 나타나는 것을 확인할 수 있었다. 세번째로 신문윤리강령의 실천 요강 중 언론으로써의 책임과 보도준칙에 위반사항이 많았다. 마지막으로 특정기업, 제품의 경우 영리와 홍보를 위해 게재의 원칙을 지키지 않는 경우는 신문의 신뢰성과 공정성이 훼손될 우려가 있기 때문에 이를 지키기 위한 스스로의 노력이 필요할 것이며, 보다 자율적 차원의 가이드라인이 마련되어야 할 것이다.

Keywords

표 3. 섹션(특집)광고 심의 위반 내용 Table 3. Violation of Review by Section Ad

GJMGCK_2019_v5n1_235_t0003.png 이미지

표 1. 섹션(특집)광고 신문사별 위반 건수 Table 1. Number of Violations per Newspaper by Section Ad

GJMGCK_2019_v5n1_235_t0004.png 이미지

표 2. 섹션(특집)광고 업종별 위반 건수 Table 3. Number of Violations per Advertiser by Section Ad

GJMGCK_2019_v5n1_235_t0005.png 이미지

References

  1. Sandler, D. M., & Secunda, E.. Point of View: Blurred Boundaries - Where does Editorial end and Advertising begin?", Journal of Advertising Research, Vol. 33, No. 3, pp73-80. 1993.
  2. HyunSeon Lee. "A Study on the Influence of Contents, Label, and Writer Types on Advertorial Effect", korean Association for Advertising and Public Relations, Vol. 9, No, 2, pp177-206, 2007.
  3. MiSun, Kang "Realities and Reform Guideline of Advertorials", korean association for advertising and public relations, Vol. 5, No. 1, pp1-41, 2003.
  4. BongHyun, Kim. "A Content Analysis of Hyibd Advertisements in Print Media : With Special Fucus on Advertorial Advertising in the four Aorean National Newspapers", The Journal of Advertising and Promotion Research, Vol. 9, No. 3, pp123-139, 1998.
  5. BongHyun, Kim, "The message involvement level of hybrid advertising and its deceptiveness", The Journal of Advertising and Promotion Research, Vol. 13, No. 4, pp7-26, 2002.
  6. Yohan, kim, "A Comparison of the Effect of Theme Features and Advertorials by Media Credibility", Advertising Research, Vol. 75, pp61-88. 2007
  7. Hausknecht, D. R., Wilkinson, J. B. & Prough, G. E. "Advertorials: Effective? Deceptive? Or tempest in a teapot?" Akron Business and Economic Review, Vol. 22, No. 4, pp41-52, 1991.
  8. BongSeok, Yoo, Irkwon Jeong. "Effects of 'Online Transformational Editorials (OTE)' - Focusing on Interface of Massage Exposure and the Backlash of Recognition of Deception -", Information Society & Media, Vol. 19, No. 1, pp23-46. 2018. https://doi.org/10.52558/ISM.2018.04.19.1.23
  9. Alter, J.. "The era of the big blur". Newsweek, 22(May). pp73-76, 1989.
  10. Reijmersdal, E.V., Neijens, P., & Smit, E.. "Readers' Reactions to Mixtures of Advertising and Editorial Content in Magazines." Journal of Current Issues and Research in Advertising, Vol. 27, No. 2, pp39-53, 2005. https://doi.org/10.1080/10641734.2005.10505180
  11. Young, Choi "The study of current status and tendency of advertorials on korea Newspaper", Advertising Reseach, Vol. 46, No. 1, pp133-150, 2000
  12. Chan Wook, Park, Yongjin, Hyeon, "A Study on the Influence of Interest in Newspaper Articles and Size of Newspaper Advertisement on Advertising Attention", Journal of Korean Marketing Association, Vol. 9, No. 1, 39-56. 1994.
  13. Sparkan, R. H, & L. Austin. "The Effect on Scale of Colour in Newspaper Advertisements", Journal of Advertising, Vol. 9, pp39-42, 1980. https://doi.org/10.1080/00913367.1980.10673336
  14. JaeHei, Kim, Yonghwan, Kim. "The Influence of the Intrusiveness of Internet Advertisement and Involvement on Advertising Effectiveness" Advertising Research, Vol. 60. pp7-35, 2003.
  15. Balasubramanian, S. K.. "Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues." Journal of Advertising, Vol. 23, No. 4, pp29-46. 1994. https://doi.org/10.1080/00913367.1943.10673457
  16. Kamen, J, M, Azhari, A, C. & Kragh, J. R. "What a spokesman does for a sponsor", Journal of Advertising Research, Vol, 15, pp17-24. 1975.
  17. Cameron, G. T. & Curtin, P. A. "Tracing sources of information pollution: A survey and experimental test of print media's labeling policy for feature advertising". Journalism and Mass Communication Quarterly, Vol. 71, No. 2, 178-189, 1995 https://doi.org/10.1177/107769909507200115
  18. Hyonjin. Soh. "Analysis of the Contents of Anti-Smoking Advertisement," The Journal of the Convergence on Culture Technology(JCCT), Vol. 4, No. 4, pp.89-94, 2018 https://doi.org/10.17703/JCCT.2018.4.2.89
  19. Cameron, G. T.. "Does publicity outperform advertising? An experimental test of the third-party endorsement". Journal of Public Relations Research, Vol. 6, No. 3, pp185-207, 1994 https://doi.org/10.1207/s1532754xjprr0603_03
  20. Minsoo Park. "Cognitive Factors in Adaptive Information Access", International Journal of Advanced Culture Technology(IJACT), Vol.6 No.4, pp309-316, 2018. https://doi.org/10.17703//IJACT2018.6.4.309