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NTIS 바로가기保健敎育健康增進學會誌 = Korean journal of health education and promotion, v.29 no.2, 2012년, pp.47 - 58
이재경 (중앙대학교 사회복지학과) , 정슬기 (중앙대학교 사회복지학과) , 박재은 (중앙대학교 사회복지학과)
Objectives: The purpose of this study is to analyze contents of beer advertisements in Korea. Research has suggested the influence of alcohol advertisements on viewer's drinking behavior, attitude, and expectancies. Korea's policy on alcohol advertising relies on limited government regulation and se...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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주류광고는 청소년에게 어떤 영향을 미치는가? | 주류광고가 음주행위에 미치는 영향은 분명하다. 특히 주류광고는 청소년의 음주태도나 음주행동에 영향을 미치는 환경적 요인으로 알코올 사용과 관련한 지식이나 인식을 형성하는 요인으로 작용한다(Ellickson, Collins, Hambarsoomians, & McCaffrey, 2005; Fleming, Thorson, & Atkin, 2004; Gordon, Hastings, & Moodie, 2010; Grube & Waiters, 2005; Grube & Wallack, 1994; Hastings, Anderson, Cooke, & Gordon, 2005; Jones & Magee, 2011; Kim, Chang, Kim, Lee, & Jeong, 2008; Mazis, 1995; Snyder, Millici, Slater, Sun, & Strizhakova, 2006; Stacy, Wogg, Unger, & Dent, 2004). Atkin & Block (1981)의 연구는 청소년의 음주신념과 행동에 대한 주류광고 효과를 보여준 가장 잘 알려진 연구로써, 주류광고에 과도하게 노출된 청소년이 그렇지 않은 청소년보다 음주자가 매력적이고, 건강하거나, 성공한 가치있는 사람이라고 믿는 경향이 높다고 보고하고 있다. | |
자본주의 사회에서 광고의 문제점은 무엇인가? | 자본주의 사회에서 광고는 기업에서 생산하는 공산품에 대한 소비, 판매를 위해 판촉과 마케팅하는 것으로 더 많은 이윤창출을 위한 수단으로 사용된다(Linn, 2004). 하지만 소비자와 사용자의 주의가 필요한 공산품들에 대한 일부 광고는 적절한 여과없이 판매를 촉진하는 방식으로 이루어지고 있는데, 광고내용에 적절한 주의와 안내가 이루어지지 않아 오남용으로 인해 초래되는 결과가 소비자와 사용자의 책임으로 전가되고 있기도 하다(Linn, 2004). 주류광고는 이러한 광고방식을 잘 보여주는데, 독특한 경험을 만들어 내기 위해 다양한 기술과 방법을 사용하고(Jernigan & O’Hara, 2004), 그 결과 긍정적인 사회문화적 상징과 음주로 인한 긍정적 기대효과를 갖게 하는 믿음을 확산시키고 있다(Hastings, Anderson, Cook, & Gordon, 2005). | |
자본주의 사회에서 광고란 무엇인가? | 자본주의 사회에서 광고는 기업에서 생산하는 공산품에 대한 소비, 판매를 위해 판촉과 마케팅하는 것으로 더 많은 이윤창출을 위한 수단으로 사용된다(Linn, 2004). 하지만 소비자와 사용자의 주의가 필요한 공산품들에 대한 일부 광고는 적절한 여과없이 판매를 촉진하는 방식으로 이루어지고 있는데, 광고내용에 적절한 주의와 안내가 이루어지지 않아 오남용으로 인해 초래되는 결과가 소비자와 사용자의 책임으로 전가되고 있기도 하다(Linn, 2004). |
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