Development Policy of Korea and China Public Service Advertising: Focusing on Comparison of KOBACO and CCTV Operating System
한국과 중국의 공익광고 발전정책: KOBACO와 CCTV 운영체제 비교를 중심으로

Na-Mi Kim, Seung-Yeob Yu
2014 Journal of Digital Convergence  
As several kinds of social public affairs come into the fore, public service advertising gets more important. In addition, the theme of the public service advertising differs depending on a country's political, economic, social and cultural characteristics, and there are unique public service advertising operating systems. This study assumed that the operating systems of the public service advertising might differ in Korea and China because of political, social, and cultural differences. Thus,
more » ... differences. Thus, the public service advertising operating system carried out by KOBACO and CCTV, the subjects of the public service advertising operation of Korea and China were classified into three categories (public service advertising operation status, public service advertising theme and public service advertising management and supervision) for a comparison. Through literature review and expert in-depth interview, data were collected and analyzed. Based on the data, 5 public service advertising development policies were proposed. The results of this study will contribute to the public service advertising production strategy and institutional development of Korea and China in the future.
doi:10.14400/jdc.2014.12.4.171 fatcat:u2intu3q2zc73bwrqbsf4ajgaq