한·중 공포소구 유형에 따른 담배 패키지디자인 경고이미지에 관한 연구

Abstract

This study rearranged the concept and type of fear appeal, and suggested the type of warning image of cigarette package design. In order to analyze the current status and differences in the use of cigarette package warning images in Korea and China, 84 specific cases were analyzed for types, elements, and expression techniques. In conclusion, by type, it was confirmed that both Korea and China used the most personal damage warning images. In addition, in terms of the advertising stimulus range, it is necessary to use the area of the warning image to a large extent, present it in a highly noticeable position, and insert a warning image that applies various expression techniques. In terms of the advertising stimulation cycle, the need to present a variety of contents and to input warning images that are regularly revised with a large number is emerging. Based on the limitations of this study and the suggestions for future research, it is hoped that warning images can contribute to the execution of advertisements that can effectively provide a policy for smoking cessation.