ScholarWorks@중앙대학교

초록

The research findings revealed that the most common subjects in public service advertisements were 'national unity,' 'social safety,' 'economy,' 'social education,' 'environment,' 'public service,' 'family love,' 'youth,' 'elections,' and 'national health,' in that order. In terms of expression in public service advertisements, information provision was the most frequently used strategy, followed by imperatives, psychological motivation, symbolic imagery, argumentation, and repeated claims. The primary objective of these advertisements was to induce changes in public awareness, followed by behavior modification, information dissemination, and general announcements. Lastly, regarding advertising message strategies, 'promotion-focused' advertisements were the most prevalent, followed by 'prevention-focused' advertisements. Analyzing differences across time periods, statistical differences were found in the themes and expression strategies of public service advertisements, but there were no significant differences in advertisement objectives and message strategies.

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