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원문정보

An Analysis of Korean Alcohol Advertising Expenditure

이재경, 정슬기, 김진옥

피인용수 : 0(자료제공 : 네이버학술정보)

초록

영어


Objectives: The purpose of the article is to examine distribution of alcohol advertisements expenditure in domestic media in 2009. Methods: The study monitored public TV, cable TV, radio, DMB, newspaper and magazine in 2009, and analyzed alcohol advertising expenditure in each media using ADEX system of TNmS (Total National Multimedia Statistics) Results: Findings indicated that the scale of domestic alcohol advertising was about 10 billion won (95,589,710,000) in 2009. Beer advertisements, the most popular alcohol product, accounted for 48.4% (4.63 billion won) of the total advertising expenditure for the year, and among types of media, newspaper accounted for 41.4% (3.94 billion won) of the total alcohol advertising expenditure. The findings reflected the seasonality, which showed more advertising between April and September and expenditure was the highest in July. Conclusion: Considering the previous research indicating the impact of alcohol advertising on drinking, current study findings imply a need for regulations on alcohol advertising as ell as continuous monitoring and surveillance. Also, findings point to the fact that harmful drinking prevention strategies need to consider seasonality of alcohol advertising.

목차

I. 서론
 II. 연구 방법
 III. 연구 결과
 IV. 논의
 V. 결론 및 제언
 참고문헌
 ABSTRACT

저자정보

  • 이재경 Jae-Kyoung Lee. 중앙대학교 일반대학원 사회복지학과
  • 정슬기 Sul-Ki Chung. 중앙대학교 사회복지학과
  • 김진옥 Jin-Ok Kim. 중앙대학교 일반대학원 사회복지학과

참고문헌

자료제공 : 네이버학술정보

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