17대 대통령선거 정치광고의 내용분석: TV광고를 중심으로 = Content analysis on political advertising of the 17th Presidential Election: Focus on TV commercials

다국어 초록 (Multilingual Abstract)

This study examines the message, forms and rhetorical features of the political advertising by analyzing TV commercials of the 17th presidential election. This study analyzes 15 TV commercials including those of Jeong Dong-Young, Lee Myung-Bark and Lee Hoy-Chang. The results are following: Firstly, most commercials focused on political points at issue and candidates` images. Honesty and ability are the most highlighted as a candidate`s strength, while smile and seriousness are found as the candidate`s face expression. Secondly, emotional approach is used and anonymous announcers are appointed to a narrator, while candidate`s own voice is rarely used. Thirdly, as a rhetorical feature, candidates`s insistence is used. Additionally, negative and positive strategies among candidates are noticed. These advertising campaigns are found to focus on human-oriented message at the stage of planning and making them, excluding candidates` one-way arguments and policy. TV advertising needs monitoring system because it can be partial to image election even though it can improve political communication efficacy. This study is meaningful in that it provides the primary data for building political advertising strategies.