공익광고는 광범위한 목표 수용자 즉 공공을 대상으로 계획적인 커뮤니케이션을 통하여 일정한 시간 내에 그들의 생각을 공공의 이익에 맞게 유도하고 궁극적으로 의도하는 태도변화를 이끌어 내는데 그 목적이 있다. 지금까지 우리나라 공익광고는 탄생 초기에 국가의 시책을 강요하거나 정권이 국민을 조직화하고 이데올로기를 강요하는 부정적 수단으로 사용되기도 하였으나 사회적 문제에 대한 관심을 제고시키고 실천하게 함으로써 우리 사회의 공익추구와 사회통합을 위한 핵심적 역할을 수행한 순기능이 더욱 크다고 할 수 있겠다. 공익광고가 사회구성원의 가치체계와 의식을 변화시키고 사회적 문제 해결을 추구하는 본래의 목적을 달성하기 위해서는 목표 수용자를 설득하고 행동으로 전이시킬 수 있는 다양한 전략들이 광고 텍스트에 내재되어 있어야 한다. 본 연구에서는 일본의 공익광고 텍스트에 내재되어 있는 광고 표현 전략을 분석해 보고 향후 우리나라 공익광고의 커뮤니케이션 방향을 모색해 보는 것을 연구의 목적으로 하였다. 일본의 TV공익광고를 연구의 대상으로 하였고 텍스트 내의 시각적 요소와 언어적 요소의 연관성의 정도를 파악해 보기 위하여 영상 이미지와 언어의 상관관계를 직접적 연관, 축어적 연관, 간접적 연관, 무관의 4가지 유형으로 나누어 분석하였고 그 결과를 중심으로 일본 TV공익광고의 표현 전략에 대하여 알아보았다.
Public Service Advertising aim to direct the thoughts of the public toward the public benefit and to ultimately draw their intended changes in attitude within a certain time through planned communication targeting the public, namely, a broad range of target consumers. Korean public service advertising was once employed as a negative means to force the execution of national policies, enable the regime to organize its people, and to force ideology at its birth; however, to date, they have performed more positive functions in order to portray a crucial role in the pursuit of the public benefit of our society and in social integration. In order for public service advertising to achieve their original goals of changing the value system and awareness of the members of society and pursuing social problem-solving, various strategies that will be able to persuade target consumers and convert them to behave should be inherent in advertising text. The purpose of this study is to analyze advertising expressive strategies inherent in Japanese public service advertising text, and to seek the direction of forthcoming Korean public service advertising communication. The study aimed at Japanese TV public service advertising as a research target. And then, in order to identify the level of correlation between visual factors and lingual factors within text, the study classified the correlation between video image and language into four types: direct matching, literal matching only, indirect reference, and irrelevant, and analyzed them. Focusing on the analyzed results, the study looked into the expressive strategies of Japanese TV public service advertising.
Public Service Advertising aim to direct the thoughts of the public toward the public benefit and to ultimately draw their intended changes in attitude within a certain time through planned communication targeting the public, namely, a broad range of target consumers. Korean public service advertising was once employed as a negative means to force the execution of national policies, enable the regime to organize its people, and to force ideology at its birth; however, to date, they have performed more positive functions in order to portray a crucial role in the pursuit of the public benefit of our society and in social integration. In order for public service advertising to achieve their original goals of changing the value system and awareness of the members of society and pursuing social problem-solving, various strategies that will be able to persuade target consumers and convert them to behave should be inherent in advertising text. The purpose of this study is to analyze advertising expressive strategies inherent in Japanese public service advertising text, and to seek the direction of forthcoming Korean public service advertising communication. The study aimed at Japanese TV public service advertising as a research target. And then, in order to identify the level of correlation between visual factors and lingual factors within text, the study classified the correlation between video image and language into four types: direct matching, literal matching only, indirect reference, and irrelevant, and analyzed them. Focusing on the analyzed results, the study looked into the expressive strategies of Japanese TV public service advertising.
