초록 열기/닫기 버튼
본 연구에서는 디지털 기술과 만나면서 새롭게 주목받는 옥외광고의 규제 개선방안을 위해서 디지털 광고물, 전자게시대의 적용 및 도입방안과 옥외광고 중소사업자의 육성방안을 중심으로 살펴보았다. 이를 위해 문헌연구를 비롯 1,063명의 국민 인식조사와 182명의 전문가 조사로 수용가능성과 중소사업자 육성방안을 알아보았다. 전자게시대는 현재활용이 되고 있지만 법적 근거의 마련이 시급했다. 또한 옥외광고 중소기업의 육성을 위해정책적 지원으로 옥외광고 중소기업을 보호 육성하고, 보상 시스템 구축과 정부광고 등 공공영역의 광고의 우선적 배려가 요구되었다. 본 연구는 옥외광고 산업 규제 개선방안으로전자게시대와 중소사업자 지원방안의 정책적, 실무적 시사점을 제안했다는 의의가 있다.
The purpose of this research is to devise a plan to improve the regulations on outdoor advertising(Out Of Home), which is newly receiving attention as it meets digital technology. This research analyzed plans to apply and adopt digital advertisements and LED placard, as well as plans to foster small and medium business operators of outdoor advertising(OOH). In order to do so, the research examined the acceptability and plans to foster small and medium business operators, through literature review, awareness investigation of 1,063 Koreans, and survey of 182 experts. While LED placard is currently being used, it urgently needs to have a legal basis. Also, protecting and promoting small and medium businesses of outdoor advertising, establishment of reward system, government advertisement, and other support from the public sector were primarily required to promote small and medium businesses of outdoor advertising. This research had significance as it proposed a policy and practical implications of plans for supporting small and medium business operators as well as LED placard, as a plan to improve the regulations on outdoor advertising industry.
키워드열기/닫기 버튼
Outdoor advertising, Regulation improvement, LED placard, Support of small and medium business operators, Outdoor advertising law
