This study reviewed the process of discussion and the present state related to the permission of product placement (PPL) in Korea. This study also reviewed opinions for or against PPL-related laws and regulations and the relaxation of PPL restrictions. The responses of stakeholders and PPL-related discussions of the academic and government organizations were addressed through public hearings and forums when PPL was restricted by the Broadcasting Act. Finally, this study reviewed the present state after the permission of PPL, including PPL-related laws and regulations and PPL selling methods. In January 2010, as the revised bill of the enforcement ordinance of the Broadcasting Act was approved in a Cabinet meeting, PPL was permitted for terrestrial broadcasting and cable channels. The broadcast advertising market is expected to continue expanding in the future.
This study aims to find an effective method of expressing a message in public service ads by investigating whether or not a message framing type affects the outcome. Specifically, the study looks into the effects of messaging on organ donation by identifying how the type of message framing (positive vs. negative) and appeal type (rational vs. emotional) affect the attitude and behavioural intention of the consumer. The individual characteristics of each subject such as altruistic mind, level of self-monitoring and issue involvement were selected as intermediate variables that may affect the impact of a message. The study therefore tries to establish a proposition that can be used to generate an effective promotional message on organ donation in a systematic way.
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