한국과 미국의 야립광고 크리에이티브 측면에 대한 비교 연구: 문화, 광고소구, 형태, 디자인 차원에서

초록

The purpose of this study is to find the difference of billboard advertising between Korea and U.S.. Finding is as follows; First, there is a difference in shape of billboard advertising between Korea and U.S.(χ 2 = 23.616, p ＜ .001). Second, there is a difference in products shown in advertising between Korea and U.S.. While insurance and securities products (24.1%) are shown mostly in Korea, service products (26.1%) are shown mostly in United States. Third, there is a difference in advertising appeals between two countries. Rational appeals are used more than emotional appeals in two countries. However, emotional appeals were 3.0% in Korea and 43.3% in U.S.. Fourth, there is a difference in expression between two countries (χ 2 = 46.594, p ＜ .001). Fifth, brand advertising are most shwon in both Korea (82.7%) and U.S.(85.0%). Sixth, there is a difference in design between two countries (χ 2 = 25.436, p ＜ .001). White color are mostly used in Korea (44.4%) and blue color (32.8%) are mostly used in U.S.. A variety of colors are used in U.S. and a few color is used in Korea. This study finds that there are differences of billboard advertising between Korea and U.S..

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