옥외매체를 활용한 정부광고의 내용분석에 관한 연구

초록

This study seeks to analyze the content of OOH advertising used by Government. The results are as follows: First, a local autonomous entity used most OOH advertising rather than government and public institution. Second, brand advertising which recognize government’s identity are used mostly than any other information. Third, informative appeals are more used than any other appeals such as emotion and rational appeals. Fourth, orientation toward advertising mostly is positive. In addition, other variables related creative were analyzed.

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