관련 논문 - 의료기관 종별에 따른 의료광고 수행특성 / 이동우

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의료기관 종별에 따른 의료광고 수행특성 / 이동우

9 보건의료 조회 수 55 추천 수 0 2017.03.29 14:53:32

nibp *.223.3.98 https://www.nibp.kr/xe/info4_3/82801

발행년 :	2015
구분 :	학위논문
학술지명 :
관련링크 :	http://www.riss.kr/link?id=T13812264

의료기관 종별에 따른 의료광고 수행특성

저자
이동우
형태사항
52 p. ; 26 cm
일반주기
지도교수: 황병덕
학위논문사항
학위논문(석사)-- 부산가톨릭대학교 대학원 : 병원경영학과 2015. 8
발행국
부산
언어
한국어
출판년
2015

초록 (Abstract)

본 연구는 기 수행된 의료기관의 광고유형을 분석하여 향후 의료광고를 기획하는 의료기관에서 활용할 수 있는 광고기법에 대한 자료를 제공하고자 시도하였다. 자료는 2012년 1월 1일부터 20...
본 연구는 기 수행된 의료기관의 광고유형을 분석하여 향후 의료광고를 기획하는 의료기관에서 활용할 수 있는 광고기법에 대한 자료를 제공하고자 시도하였다. 자료는 2012년 1월 1일부터 2013년 12월 31일까지 2년간 국내의 4개 언론사에 게재된 의료광고 4,991건을 대상으로 하였다.
연구의 결과는 다음과 같다.
첫째, 광고매체의 선택은 의원의 경우 73.6%가 스포츠지를 선택하였고 요양병원은 75.0%가 지방지를 선택하였다. 진료과목에서는 비뇨기과의 경우 86.6%가 스포츠지에 광고를 게재하였다.
둘째, 광고 이미지 사용에서는 성형외과가 사람 49.2%, 시술전후이미지 40.0%를 활용하였다.
셋째, 메시지 프레이밍은 성형외과에서 75.5%가 향상적 메시지 프레이밍을 사용하였고 정형외과는 58.5%가 방향성이 없었다.
넷째, 광고형식에서는 한의원의 84.3%가 기사광고형식을 활용하였다. 진료과목에서는 성형외과의 경우 90.8%, 한방의 경우는 80.9%가 기사광고형식을 활용하였다.
본 연구에서는 의료기관 종별과 진료과목에 따라 나타난 광고의 특성을 파악할 수 있었다. 따라서 본 연구에서 나타난 결과는 향후 의료광고를 기획하고 있거나 의료광고를 실시할 계획이 있는 의료기관들에는 기초자료로 충분한 역할을 할 수 있을 것으로 사료된다.

목차 (Table of Contents)

Ⅰ. Introduction ·························································································· 1
1. Background and Object for Study ······················································· 1
2. The Purpose of the Study ····································································· 2
Ⅱ. Theoretical Background ····························································· 3
1. Definition of Advertisement and Medical Advertisement ············· 3
2. Amendment of Medical Law(Chapter 5. Medical Advertisement) 4
3. Newspapers as a Medium of 4 Major Media ·································· 5
4. Components of Medical Advertisement ·············································· 7
a. Message Appeals ·················································································· 7
b. Commercial Copy ················································································· 8
c. Advertising Model ················································································ 9
d. Advertisement Elements ··································································· 11
e. Sequence of Presenting Message ··················································· 11
f. Message Framing ················································································ 12
g. Sidedness of Message Appeals ······················································ 13
h. Form of Newspapers Advertisement ············································ 13
i. Noise ······································································································· 15
Ⅲ. Method of Study ············································································ 16
1. Subject of Study ····················································································· 16
2. Method of Study ····················································································· 16
Ⅳ. Study Results ··················································································· 17
1. General Characteristics of Institution Subject to Study ·············· 17
2. Comparative Characteristics by Advertising Component ············ 18
Ⅴ. Discussion ··························································································· 38
Ⅵ. Conclusion ··························································································· 43
Reference ······································································································ 46
English Abstract ····················································································· 51