earticle

영어

is the advertising oriented magazine published by the Hapdong press agency advertising planning office of the first internal comprehensive advertising agency. Hapdong Advertising was issued with total of 12 volume with 598 total pages and 69 sponsored ads has been launched in May 1969 and was discontinued in May 1970. Advertising research, international advertising, the advertising industry, and Creative were analyzed in order with a result of analyzing Hapdong Advertising contents with the categorical analysis of Han Sang-Pil (2008), but PR, SP, government advertising, political advertising, advertising strategy could not be found. which was our first advertising only magazine was issued by Korea Advertising Agency from September 1960 to 1961 having international advertisement, the advertising industry, general advertising, advertising and marketing, SP, PR, events, and a variety of information was posted. Every Hapdong Advertising were published with specials, proposals, thesis, and advertisements statistics. Strangely it raised academic value by posting a scientific treatise like advertising companies, Economics advertising, advertising effectiveness measurement, advertising sociology, and overseas study in spite of advertising magazine. Greatest achievement of Hapdong Advertising is that it contributed to scientification of Korea's advertising industry with the nation’s first systematic analysis of the advertising expense. It is also judged as contribution of globalization of Korea’s advertising industry by posting analysis materials of Korea’s advertising expense to IAA World Advertising Expenditures (1968) for the first time.

한국어

<합동광고>는 국내 최초의 종합광고대행사인 합동통신사 광고기획실에서 발행한 광고전문잡지이다. 합동광고는 1969년 5월에 창간되어 1970년 5월에 폐간되었으며, 12권으로 총 598페이지에 협찬광고가 69개가 실렸다. 합동광고를 한상필(2008)의 20가지의 분석 유목으로 목차를 내용 분석한 결과 광고조사, 국제광고, 광고산업, 크리에이티브 순으로 분석되었으며, PR, SP, 정부광고, 정치광고, 광고전략 등은 찾아볼 수 없었다. 1960년 9월부터 1961년까지 한국광고사에서 발행한 우리나라 최초의 광고전문지인 <새광고>는 국제광고, 광고산업, 광고일반, 광고와 마케팅, SP, PR, 이벤트 등 다양한 내용이 개제되었다. 합동광고는 매호마다 특집, 제언, 논문, 광고통계가 실렸다. 특이한 점은 광고전문지임에도 불구하고 광고사, 광고경제론, 광고효과측정, 광고사화학, 해외논문 등의 학술논문을 개제하여 학술적 가치를 높였다. 합동광고의 최대 업적은 국내 최초로 체계적인 광고비 분석을 실시하여 한국 광고산업의 과학화에 기여하였다고 할 수 있다. 또한 한국광고비 분석 자료를 IAA World Advertising Expenditures(1968)에 처음으로 개제하여 한국 광고 산업의 세계화에 공헌하였다고 판단된다.