韩国公益广告的跨文化解读

Analysis on the Cross-Culture Public and Social AD in South Korea

公益广告主题反映了某个社会独有的传统文化与思想价值观,它通过广告的传播功能来解决国家现有的社会性、公共性问题,其背后必然存在着某个社会的时代热点和社会发展方向。本文分析了韩国公益广告的发展路径和主题类型,并对韩国公益广告的诉求主题进行了跨文化的深入探究。

Public and social ad reflects special social culture and value. It solves country＇ s social and public problems by advertising. The article analyzes the development and researches on the appeal of public and social ad in South Korea.