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다과 ( Mygmarjav Tserendagva ),홍다현 ( Dahyun Hong ),전종우 ( Jong Woo Jun ) 인천대학교 사회과학연구원 2020 사회과학연구 Vol.13 No.2
This study explores differences between Korean and Mongolian OOH advertising executed in parliamentary elections. Each of 100 samples are collected. Korean samples are collected from Seoul metropolitan areas and Chungnam, and Mogolian samples are collected from Ulaanbaatar, the capital city of Mongol. The results showed that Mongolian election advertising used banner styles frequently (59%); rational and emotional appeals equally; more issue-oriented messages (58%) than image-oriented messages (42%); image style creative; and smaller texts (69%). On the contrary, Korean election advertising used banner style (53%); rational appeals; issue-oriented messages; text styles design (58%). These illustrate provide clear differences between two countries, and provide practical implications regarding Mongolian advertising.