PR 메시지 집행 현황: 잡지에 게재된 퍼블리시티와 애드버토리얼을 중심으로

초록

The rapid environmental changes resulted in the decrease of effectiveness of conventional advertising. Recently, corporate communicators have actively adopted advertorial and paid editorial in order to maintain communication effectiveness of publicity. The current study explored the three message types―editorial, advertorial and paid editorial―that corporate communicators frequently employ as part of their marketing communication strategies and analyzed them in terms of message strategies, visual strategies, layout and text structure, and media strategies. A total of 1,075 messages in four women’s monthly magazines were content analyzed. The findings of the study reveal that editorial, paid editorial and advertorial contain different strategies in all areas. Furthermore, advertorials substantially differed from editorials, which means that they do not resemble publicity. Rather, it is inferred that paid editorials perform the role of editorial in magazines. The results indicate that more theoretical exploration to examine the effectiveness of each message type.

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