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광고의 영향과 그에 따른 대처자세

목차

목차

1.서론··························································································3

(1)연구배경··························································································3

(2)연구목적··························································································3

(3)연구방법··························································································3

2.매스컴과 광고··························································································4

(1)매스컴··························································································4


1)정의··························································································4


2)특징··························································································4

(2)광고··························································································5


1)정의··························································································5


2)특징··························································································5


3)기능··························································································5

4)영향··························································································6

(3)매스컴과 광고의 연관성··························································································6

(4)매스컴과 광고의 유사점··························································································7

3광고의 영향··························································································8

(1)광고의 호영향··························································································8


1)공익광고··························································································8


2)기타··························································································9

(2)광고의 악영향··························································································10
1)광고의 선정성과 자극성··························································································10
2)이미지 광고의 잘못된 적용··························································································15

4.
결론··························································································17

본문내용

1. 서론
(1) 연구배경
하루에도 수십, 수백 번의 광고를 접할 정도로 우리 생활에 깊게 자리 잡은 광고에 대해서 알아보고자 한다.
(2) 연구목적
매스컴과 광고의 상관성, 즉 매스컴이 광고에 미친 영향에 대해서 알아보고 광고가 대중들에게 어떤 영향을 미치는지에 대해서 알아보고자 한다. 그 중에서 광고가 우리에게 미치는 악영향에 대해서 집중적으로 알아보고 이에 대한 대처자세를 알아보는 것이 이번 연구의 목적이다.
(3) 연구방법
광고와 매스컴의 개념을 파악한 뒤 광고의 영향에 대해서 연구한다.
2. 매스컴과 광고
(1) 매스컴
1) 정의
매스컴이란 비조직적인 일반 대중을 대상으로 하여 전달하는 대량의 사회 정보 및 전달 상황으로 대중에게 대량적인 전달을 하며, 매스 커뮤니케이션(mass communication)의 매체를 매스 미디어(mass media)라고 한다. 일반적으로 전달의 형태는 개인적인 것과 사회적인 것으로 대별할 수 있으며, 매스 커뮤니케이션은 후자의 대표적인 것이라 할 수 있다.
2) 특징
1. 메시지나 정보의 커뮤니케이터(communicator)가 대규모적이고, 과점 내지는 독점적인 조 직을 가진다.
2. 수용자는 일반적이고 극히 다수이다.
3. 커뮤니케이터와 수용자의 커뮤니케이션의 흐름은 과거에는 일방통행 적이었지만 현재는 쌍방향간의 의사소통으로 변화하였다.
4. 그 전달에는 고도의 기술적, 기계적 수단이 이용되기 때문에 그러한 의미에서는 연설이나 강의와는 달리 간접적인 커뮤니케이션이라 할 수 있다.
(2) 광고
1) 정의
광고란 제조업자, 판매업자나 단체가 소비자에게 상품, 서비스, 이념, 신조, 정책 등을 세상에 알려 소기의 목적을 거두기 위해 투자하는 정보활동을 말한다.

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