광고의 음주운전 억제심리 유발효과에 관한 연구 = A Study on the Effectiveness of Public Advertisement for rising DWI(Driving While Intoxicated) deterrence

국문 초록 (Abstract)

본 연구의 목적은 음주운전 억제를 위한 광고의 효과를 측정하는 것이다. 본 연구에 이용된 자료는 도로교통공단 경기도지부에서 교습생들 466명을 대상으로 설문조사한 것이다. 세 가지 종류의 광고안-①음주운전을 할 경우 운전자가 불구가 된다는 안, ②음주운전자는 다른 운전자나 보행자를 해칠 수 있다는 안, ③ 음주운전자의 가족이 슬퍼한다는 안-을 제시하여, 음주광고가 얼마나 음주운전 억제심리를 유발시키는 지를 효과척도로 하여 분석하였다. 연구결과는 다음과 같다. 첫째, 광고안 간에는 유의한 차이가 있었으며 가족의 슬픔이 담긴 내용의 안이 가장 효과적이었고, 회귀분석결과 광고효과에도 가장 큰 영향력을 미치는 것으로 나타났다. 그리고 이러한 광고안을 술집지역에서 홍보한다면 음주운전 억제심리가 클 것으로 예상되었다. 향후, 음주운전자에 대한 보다 많은 변수를 고려하여 광고의 효과를 연구하여야 할것이다.

다국어 초록 (Multilingual Abstract)

The purpose of this study is to measure of Effectiveness of Public Advertisement for DWI(Driving While Intoxicated) deterrence. The data used in this study are drawn from a self-reported survey -based learners-(seven scores Likert scales were used: 1 is the lowest, and 7 is the highest in DWI deterrence effectiveness ) conducted in Road Traffic Authority Gyeongi Do branch, and the sample cases were 466. Three types of Advertisement alternatives-1) one who offended DWI was supposed to be crippled, 2) one who offend DWI could do harm to other drivers or pedestrian, 3) if one offend DWI whoes family might felt sadness-were suggested. MOE(Measurement Of Effectiveness) was that how much the advertisements aroused their deterrence psychology effectiveness not to offend DWI. The results of this study are as follows. First, there is a significant difference(sig. .000) in arousing their deterrence psychology effectiveness between three advertisement alternatives, and the third advertisement alternative which shows DWI offender`s family might felt the sadness it the highest in the MOE. Second, multiple regression model was established to measure the impacts of each advertisement alternatives, the result shows that the regression model is significant and the impact of the third alternative to MOE is the highest and the nexts are the second, the first ones. Consequently, when the third advertisement alternative is displayed at the pub, the deterrence psychology effectiveness not to offend DWI is the highest. Future study should consider more variables, for example driver`s education, income, drunk driving records etc and other types of advertisement alternatives.