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A Study on Improvement of TV Public Service Advertisement Based on Persuasive Communication -Focused on TV Public Service Advertisement in China-

설득 커뮤니케이션에 기반을 둔 TV 공익광고 개선방안 -중국의 TV 공익광고를 중심으로-

  • 원커징 (동서대학교 영상콘텐츠학과) ;
  • 최원호 (동서대학교 디지털콘텐츠학부)
  • Received : 2018.03.20
  • Accepted : 2018.06.05
  • Published : 2018.06.28

Abstract

Modern TV public advertisements of China began in 1986. As messages were spread and expanded to the public through TV media, the society as a whole started to accept the public advertisements and the influence of public advertisements increased ever more. Successful persuasion is an important prerequisite for realizing the effects of TV public advertisements and this study sought to examine persuasion strategy at this moment when media, messages and the audience are becoming diversified. It sought to know of the present situation of China's TV public advertisements particularly from the standpoint of Chinese and analyze persuasion strategy and usage based on the theory of persuasive communication.

Keywords

TV Public Advertisement;China's Public Advertisement;Persuasive Communication;Advertising Strategy

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