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KMID : 0915820140150020019
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Journal of Korean Alcohol Science
2014 Volume.15 No. 2 p.19 ~ p.34
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A content analysis of alcohol advertising in Korea Comparison of beer and soju advertising
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Chung Sul-Ki
Lee Jae-Kyoung
Park Jae-Eun
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Abstract
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Objectives: The purpose of the study was to conduct a content analysis of soju advertising and to compare the findings with beer advertising?beer and soju being the two most widely consumed alcoholic beverages in Korea.
Methods: A content analysis was performed for a total of 58 soju advertisements and 81 beer advertisements. All of the Korean beer and soju advertisements that aired between 2008 and 2011 were included.
Results: Findings revealed that subjective quality, objective information, camaraderie, and sexual connotations were most frequently portrayed in soju advertising. In regards to expressions, visual effects (i.e., drinking scenes, finishing the glass) as well as sound effects were included, which are assumed to target peopleequently portrayed
Conclusion: This study implies that more detailed regulations are urgently required in alcohol related marketing and advertising in Korea. The study is significant in that it provides information for alcohol advertising control policies.
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KEYWORD
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alcohol advertising, content analysis, beer advertising, soju advertising, alcohol policy
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