국내 주류광고에 대한 탐색적 연구: 동영상 맥주광고 내용분석

Abstract

Objectives: The purpose of this study is to analyze contents of beer advertisements in Korea. Research has suggested the influence of alcohol advertisements on viewer’s drinking behavior, attitude, and expectancies. Korea’s policy on alcohol advertising relies on limited government regulation and self regulation among alcohol industries. This study is expected to lay a foundation for further discussion on regulating alcohol advertising in Korea. Methods: A total of 81 beer advertisements broadcasted between 2008 and 2011 were analyzed. The contents were categorized into themes (22 themes were used), models, and presentation techniques. Results: The themes most frequently appeared in beer advertisements were quality (66.7%), relaxation (44%), camaraderie (41%), and individuality (39.5%),respectively. Analysis of models revealed that most advertisements had more than three models (64.2%), and most of them were in their 20s (68%). As much as 82% of advertisements used celebrity models. Analysis on presentation techniques showed that 91.4% displayed drinking scenes, and 27% displayed gulping down the whole bottle or the glass. Finally, about 10% of ads showed drinking in hazardous situations such as during water sports. Conclusion: The results of the study reflect the minimal regulation of alcohol advertising in Korea. The need for joint effort by legislators, researchers, alcohol industries, and advertising agencies is discussed in order to establish healthier drinking environment.