우리나라 초·중·고 교육용 도서에 나타난 광고의 사회적 역할과 그 영향에 관한 연구

초록

Totally 680 contents shown on the textbook related to advertising were analyzed. Following results are shown in this study. In the appropriateness of advertising concept, 96% were appropriate in the textbook. Positive, neutral and negative aspects of advertising were analyzed. Positive aspects were 8%, neutral 77%, and negative aspects were 15%. When negative aspects were specifically analyzed, the negative degrees were deeper than we expected. Therefore, positive aspects need to be emphasized in the school and much strategy need to be prepared to improve the positive function of advertising.

키워드