흡연의 위험 인식을 약화하는 담배 광고 기법: 국내 잡지에 게재된 담배 광고 내용분석 연구, 1994-2014

초록

The purpose of this study is to examine the following: (1) the frequency of verbal and visual implicit health information and low-tar products; (2) the size and placement of cigarette warning labels; and (3) differences in (1) and (2) with respect to tobacco company and low tar/regular cigarette products. To achieve the purpose, this study content analyzed the ads of the three major tobacco companies ―KT&G, Philip Morris, and British American Tobacco(BAT) ―in domestic magazines between 1994 and 2014. Results are as follows. First, 46.7% of the entire sample of ads presented verbal implicit health information, while 56% presented visual implicit health information. Second, about three quarters of the entire sample of ads presented a cigarette warning label occupying less than 5% of the overall ad size, while almost all the ads (99.3%) placed the label in the commonly disregarded bottom portion. Third, BAT ads presented verbal implicit health information most frequently, while Philip Morris ads presented visual implicit health information most frequently. Last, compared to regular cigarette ads, low-tar cigarette ads presented more verbal implicit health information, and more of their warning labels occupied less than 5% of the ad’s overall size.

키워드