豫防接種 弘報廣告 戰略開發 調査硏究 = (A) Study on the Development of the Advertising Strategy and Public Service Announcement Materials for National Immunization Program

다국어 초록 (Multilingual Abstract)

Immunization work is essential public health service under the national responsibility(Infectious Disease Prevention Act. 11). Vaccination rate in Korea is 90~95% high, but only 40% are held responsible to the nation. The national responsibility for public immunization service work is communication for citizen advertisement and for discussion advertise, still Koreans do not have prevention for the public demand in strategy advertise and preceding research is absence to attendance. For this research is Korean public health welfare immunization people and each health center visitors of who are with question, immunization injection is the education advertise of base concept conclusion, plan in 2000, advertisement of national immunization program's effect strategy is execution.
Research surveyed by total 242 health centers out of 169 centers health centers workers(242people) and who comes for children's immunization visitor(1193people) answered questions. The major questions were the objective of general traits, their experience and communication about strategy for public service of preventive immunization, T-test and one-way that we researched.
About an immunization inoculation's knowledge and recognition's investigation is immunization inoculation charge answered that "I can explain to the inoculator about innoculation terms and method." So innoculation charger had major knowledges point in 4.6 and the protector answered "How do you think about prevention innoculation?" sentence and "How do you think intention of execution prevention innoculation to your children?" sentences is commonly 4.7 point is high appeared, so prevention innoculation's necessity and importance to recognition in high investigation. About prevention innoculation strategy of advertisement's investigation result was that advertisement media's preference, colors of advertisement poster's preference, styles of advertisement's preference and slogan campaign's preference.
1) The advertisement preference shows that prevention innoculation charger prevented that they ranked in pamphlet(184people, 76%), posters(108people, 44.6%)and protector t.v(841people, 70.5%), newspapers(468people, 39.2%) that they ranked, so t.v, posters and newspapers shows that the prevention innoculation is necessity.
2) The colors of advertise poster's preference investigation was prevention innoculation charger was decided green(77people, 32%), yellow(48people, 19.9%) each rank, also protector choose green(352people, 29.5%), yellow(263people, 22%) that investigated in each order, so they wanted preference colors that was smoothy and warmer.
3) Advertise style preference investigation was prevention innoculation charger said that "We show actively life screen that it becomes from innoculation everyday" in this sentence, the charger answered 91people(37.6%) that lots of people said and the protector said that "I invitate that you can have healthy life who are confidence person comes to having innoculation." In this sentence, protector answered 444people(37.2%) in year 2000, the prevention innoculation advertise style will change to famous person to activity and healthy life they can show about stylish so that they can composition.
4) Campaign slogan's preference investigation was innoculation charger and protector both give the healthy life's first step sentence for 4.3 point and 4.2 point, so it was absolutely highly rate for the order slogans, thus innoculation is normally low participated recognition, unfairness message must be destroy and affirming message's advertise and effect can be increase opinion that it can be demonstration results that we know.
In this research, innoculation enterprise's interrupt advertisement in 2000, practice in materialization and compare assessment is most efficiency advertisement planning to present about research that we need and for this we need reality public demand with reflection of advertisement media development, strategy of advertisement foundation of advertisement media development, assessment of media and a method of research is require.
Also standard media products and execution proceeding's development is needed to education advertisement medias. in this section each of this enterprise will promote that principal or national public service's estimate, commit to human agency and application to use in national prevention innoculation enterprise will activation and expectation. Kuk - Hwan Oh.

목차 (Table of Contents)

• 목차 = 1
• 표목차 = 2
• Ⅰ. 서론 = 3
• 1. 연구의 배경 및 필요성 = 3
• 2. 연구 목적 = 5
• 3. 용어의 정의 = 5
• Ⅱ. 이론적 배경 = 6
• 1. 예방접종사업과 국민건강 = 6
• 2. 공익광고와 공중건강 캠페인 = 8
• Ⅲ. 연구대상 및 방법 = 11
• 1. 연구대상 = 11
• 2. 연구방법 = 11
• Ⅳ. 연구 결과 = 12
• 1. 예방접종 담당자 = 12
• 가. 일반적 특성 = 12
• 나. 예방접종사업의 주관적 중요도 = 13
• 다. 홍보매체 경험률 = 14
• 라. 예방접종 사업의 홍보매체 수단 및 경험 = 15
• 마. 예방접종에 대한 지식 및 인식 = 16
• 바. 예방접종 광고전략 = 18
• 2. 보건소 내소한 보호자 = 22
• 가. 일반적 특성 = 22
• 나. 홍보매체 경험률 = 23
• 다. 예방접종 사업의 홍보매체 수단 및 경험 = 24
• 라. 예방접종에 대한 지식 및 인식 = 25
• 바. 예방접종 광고전략 = 27
• Ⅴ. 고찰 = 31
• Ⅵ. 요약 = 33
• 참고문헌 = 35
• ABSTRACT = 37
• [부록] = 40
• 감사의 글 = 50