장기기증 촉진을 위한 설득 커뮤니케이션 전략 분석 = 메시지 제시 형태(광고 대 퍼블리시티)와 프레이밍을 중심으로

다국어 초록 (Multilingual Abstract)

The organ donation issue is a social concern which is relied on the mass persuasion. The constant exposure to the campaign messages through the public communication of properties is a universal method for increasing the number of organ donors. This study explores the different effects in organ donation promoting message depending on the message presentation type and message framing. This study divided message presentation styles for promoting organ donation into two types: advertising vs. publicity (news article). And this study divided message framing for promoting organ donation into two types: positive vs. negative. Dependent variables of this study are knowledge about organ donation, attitude toward message, attitude toward organ donation, and intention to information searching for organ donation. This study is run as 2×2 factorial design with 52 subjects per cell. This study found that misunderstanding about organ donation would not be solved by single exposure to campaign. And unlike existing researches, this study did not find that a particular type or message framing was relatively effective. However, this study was able to discover the different effects according to message presentation type for promoting organ donation. The result of this study shows that publicity is more effective than advertising as a method for getting rid of possible misunderstanding for organ donation. This study suggests that executives or managers in organ donation promoting activities should consider publicity as well as advertising to endorse organ donation, even if the same message is appealed to public.

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