Videostyle of Televised Political Advertising in Korean Presidential Elections

• 발행기관: 한국학술연구원
• 저자명: Soobum Lee Won Ki Moon
• 간행물 정보: 『Korea Observer』Vol 48, No 3, 425~451쪽, 전체 27쪽
• 주제분류: 사회과학 > 정치외교학
• 파일형태: PDF
• 발행일자: 2017.09.30

영문 초록

The aim of this study is to examine the videostyle of televised political advertising in Korea. The study explores how candidates’ political backgrounds and strategies are represented through the videostyle of televised political advertising. To do so, it covers five presidential elections in South Korea (1992-2012). Each political spot is categorized into two types of political advertising (issue vs. image) and the two major parties of South Korea (conservative vs. liberal). According to the findings of this study, differences in verbal/nonverbal production technique components exist between the two types of advertising. In terms of comparison, we find that the conservative party and the liberal party used different nonverbal components, but the two parties used similar verbal and production technique components in presidential election advertising.

목차

Abstact

I. Introduction

II. Literature Review

III. Research method

IV. Results

V. Conclusion and Discussion

References

키워드

political advertising videostyle presidential election issue and image advertising