Browse > Article
http://dx.doi.org/10.14400/JDC.2014.12.4.171

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

Kim, Na-Mi (Dept. of Advertising, Pecking University)
Yu, Seung-Yeob (Dept. of Advertising and Public Relations, Namseoul University)
Publication Information
Journal of Digital Convergence / v.12, no.4, 2014 , pp. 171-182 More about this Journal
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.
Keywords
public service advertising; operating systems; KOBACO; CCTV; advertising policy;
Citations & Related Records
연도 인용수 순위
  • Reference
1 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.
2 She, Xian Jun, Marketing Management of TV Advertising,Bei Jing:China Radio & Television Publishing House,2004.
3 Wang, Duo Ming, Kong, Jiong, China Advertising Dictionary, Bei Jing: China Radio & Television Publishing House, 2008.
4 Kim, Min Ki Translation, Public Service Advertising Studies, Seoul: KOBACO, 2005.
5 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.
6 Seo, Beom Seok, Study on broadcast advertising system and laws, Seoul: KOBACO, 2004.
7 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.
8 Kwon, Joong Rok, Cultural Values and Creative Strategies Expressed in Public Service Advertising, Advertising research, vol. 56, pp.127-159, 2002.
9 Urdang, Laurence, Public Service Advertising in Dictionary of Advertising Terms, Chicago: Tatham -Haird & Kunder, 1997.
10 Kim, Min Ki, A Study for the Development of Korean Public Service Advertising, Political communication study, vol.14, pp. 5-49, 2009.
11 Wei, Bo, Corporate image and public service advertising, Tianfuxinlun, vol.6, pp.46-47, 1999.
12 Tang, Jin, Interpretation of modern public service advertising, Shang Hai: East China Normal University Press, 2012.
13 Park, Jong-yeol, Political advertising and campaign strategies, Seoul: Chungrim, 1987.
14 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.