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

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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A Case Study of Public Contents in Out-Of-Home Advertising: Focused on Visual Characteristics

옥외광고를 활용한 공공 콘텐츠 사례연구: 시각적 특성을 중심으로

  • 김운한 (선문대학교 미디어커뮤니케이션학과) ;
  • 정현주 (가톨릭관동대학교 광고홍보학과)
  • Received : 2023.10.05
  • Accepted : 2023.11.05
  • Published : 2023.11.30
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Abstract

This study analyzed the creative properties of public service advertisements and public content in outdoor advertising. The results of a case analysis focusing on outdoor advertisements for fundraising are as follows. First, government ministries were mainly found as advertisers. Second, most of the advertising messages were about policy promotion by the government and public institutions, with few public content or public interest messages. Third, in terms of expression, text took up more weight than visual elements, and illustrations were the main visual expression element. This proves that the public content of domestic outdoor advertisements mainly has a strong purpose of conveying direct information.

본 연구는 공공매체 성격이 강한 옥외광고에서 공익광고 및 공공 콘텐츠의 크리에이티브 특성을 분석한 것이다. 기금조성용 야립광고를 중심으로 사례 분석을 실시한 결과는 다음과 같다. 첫째, 광고주체는 주로 정부부처였으며 지자제 광고는 발견되지 않았다. 둘째, 광고 메시지는 대부분 정부와 공공기관 등의 정책홍보에 관한 내용이며, 기타 공공 콘텐츠 또는 공익 메시지는 찾아보기 어려웠다. 셋째, 표현 측면에서는 텍스트가 시각적 요소보다 더 많은 비중을 차지하였으며, 시각적 표현요소로 일러스트레이션이 주를 이뤘다. 이는 국내 야립광고의 공공 콘텐츠들이 주로 직접적인 정보 전달 목적이 강한 것을 의미한다.

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References

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