개방화 시대에 있어서 광고의 윤리성 제고 방안

Improvement in Advertising Morality under Era of Opened Advertising Market

Recently, interest in advertising morality is increased with enhanced concern about social responsibility of advertising. Especially, advertising causes serious morality problems since it is transmitted through highly effective mass-media. Ten years has passed since Korean advertising market was opened to foreign advertising, which has different socio-cultural basis. Thus, It is high time to analyse the effects of foreign advertising on domestic morality. Through literature survey and data analysis this study is to examine the situation the possible way to improve advertising morality. The study suggest the followings in order to improve advertising morality: (1) legal regulation policies are often delayed and confused because there are too many concerned governmental departments which deals with advertising. Legal components itself also need to be reconsidered throughly under international perspective. (2) self-regulation becomes more important than legal regulation under WTO systems. Thus, present 9 self-regulating institutions should be activated. (3) advertising clients should overcome comparative advertisement advertising since there is more need for qualitative competition in advertising. (4) advertising media should take main role in improving advertising morality through careful case studies on foreign advertising media. (5) consumer groups should work to prevent the morality problems instead of working with the damages caused by advertising.