한국 제15대 대통령 선거 정치광고 분석 = Analysis of Political Advertises at the South-Korean 15th Presidential Election

다국어 초록 (Multilingual Abstract)

This study is for the purpose of grasping the situation of Korean political advertisement by analyzing the Korean traditional political advertising in the era of mass media and digital media (social networks and internet), especially in journalistic point on view. Recently, interest in political technology than ever before. Political science is taking new forms and new trends in political thought. One of these is - political advertising and technology related to the political PR in the Internet. Since the media election campaign became popular in the election, the appealing aspects in political advertising of newspapers have converted to more aggressive and stimulating direction. Although the political advertising trend in newspapers has been changed in both quantitative and qualitative respect, the most of the previous studies have just focused on evaluating the effect or analyzing the messages of political advertising in journalism. Therefore this study is to analyze the features of political advertizing of newspapers, and remind the problems, and figure out the approach to position the political advertizing of newspapers as a desirable method of election campaign. For further detail analysis, this study targets the political advertisements inserted in newspapers during the 15th Presidential election period in 1997.
Specifically, the study defines the political advertisement in papers during the 15th legal election campaign period for Presidential election as a population, and analyzes what difference they show in advertising types, advertising expression, and advertising from, and retrospect them again in positive and negative respect with depth.
The advertising in the 15th Presidential election, reflect the tendency of image-making and negative message-making in political advertising. Also, it appeared the tendency of emphasizing the hottest political issue in dispute at the same time； increasingly relying on the negative appealing method. In the respect of advertising form, it＇s obvious to see the trend changing from factor to visual factor.
Political advertisements during the 15th Presidential election were exclusively filled with confrontation of negative advertisements. It＇s appeared that frequency of appeals and the contents are dramatically changing to aggressive ways.
In conclusion, we believe that this thesis will be the basis for further research, not only in the field of Korean studies, and political technologies. As we look over in this study, political advertising in the newspapers play important role in the 15th Presidential election as a campaign method. However, it's a matter of grave concern that political advertisements just try to appeal to emotional sentiments or frequently appear the negative advertisements. This dissertation contains a large number of media files, tables, and pictures showing the application in practice of political technologies during the election race. It's appeared that the effort is definitely required to realize develop and practise a political marketing strategy with more scientific approach.
A thesis submitted to the Council of the Graduate School of Kyungpook National University in partial fulfillment of the requirements for the degree of Master of Political Science in June 2013.

목차 (Table of Contents)

• Ⅰ. 서론 1
• 1. 문제의 제기 1
• 2. 연구의 범위와 접근방법 4
• Ⅱ. 기존연구 및 이론적 논의 검토 5
• 1. 정치광고 및 정치마케팅에 대한 선행연구 검토 5
• 1) 한국 5
• 2) 외국 5
• 2. 정치광고 및 정치마케팅의 이론적 논의 7
• 1) 정치마케팅 7
• (1) 정치마케팅의 개념 7
• (2) 정치마케팅과 정치광고 12
• ① 정치광고 정의 14
• ② 정치광고의 유형 17
• ③ 한국정치광고의 특성 19
• Ⅲ. 한국 제15대 대통령 선거전의 주요 이슈와 특징 24
• 1. 제15대 선거전의 주요 이슈 24
• 2. 제15대 선거결과의 특징 28
• Ⅳ. 제15대 대통령 선거의 TV토론 정치의 문제 31
• 1) 제도상의 문제 31
• 2) 진행상의 문제 31
• 3) 의제 설정의 문제 33
• 4) 이미지 조작 문제 35
• Ⅴ. 네거티브(negative) 신문정치광고 38
• 1) 제15대 네거티브 정치광고의 내용 38
• 2) 제15대 정치광고의 쟁점 및 표현형태 43
• 3) 한국의 정치광고의 바람직한 발전방향 48
• Ⅵ. 결론 50
• 참고 문헌 53
• 영문 초록 56