廣告의 社會的 機能과 영향에 관한 比較考察 : 광고 비평론을 中心으로 Its Criticisms and Defenses = Social Effects of Advertising

다국어 초록 (Multilingual Abstract)

The broader social consequences of advertising have received attention only more recently. Thus, this study has pursued to provide insights into social criticisms and defenses of advertising.
Social critics blame advertising for playing on emotions, simplifying real human situations into stereotypes, exploiting anxieties, and employing techniques of intensive persuation that amount to manipulation. They also argue that advertising is essentially concerned with exalting the materialistic virtues of consumption by exploiting achievement drives, maximizing appeals and minimizing information, contriving illogical situations and generally reducing men, women and children to the role of irrational consumer. Furthermore, the critics state that advertising exercises an undesirable control over the mass media.
Responding to these blames, defenders of advertising argue that although advertising may be omnipresent, it is hardly omnipotent. They say that advertising is one of many stimuli that influence the attitudes and actions of people. They also argue that within the democratic society, advertising cannot manipulate man against his will. Morover, the defenders state that there is no evidence to support the contention that advertisng debases our culture and taste.
On exploring the pros and cons of both allegations, there is lack of objective empirical evidence. The reason is probably the result of three : 1) the difficulty of unravelling--especially statistically--the interrelationships of the innumerable factors which influence values and behavior : 2) the impossibility of determining the total impact on society of advertising as institution ; most important, 3) the value-laden variables.

목차 (Table of Contents)

• Ⅰ. 序論
• Ⅱ. 廣告의 社會的 機能
• Ⅲ. 廣告의 社會的 영향과 批評들
• 1. 廣告의 說得性과 操作性
• 2. 廣告의 속임성과 과장성
• 3. 廣告의 나쁜 취향(Bad Taste)
• 4. 물질주의 순간만족과 소비수준
• 5. 도덕적·윤리적·미적·문화적 기준
• 6. 어린에 대한 廣告영향
• 7. 대중매체에 대한 廣告 영향
• 8. 기타 사회적 영향들
• Ⅳ. 要約 및 結論