Abstract

Effects of Social, Economical and Political Changes on Advertising Industry

Yoon, Suk Hong, Ph. D.
Professor, College of Journalism and Mass Communications, Dankook University

The purpose of this study is to examine the effects of social, economical, and political changes on advertising industry in order to contribute to the development of advertising industry. Existing advertising research have been studied on the effects of advertising creative, the effects of new media, and have been tested the psychological and sociological theories which are related to advertising. Through the survey with 216 advertising practitioners and personal interview with 10 U.S. advertising scholars, this study confirmed the close relationship between three factors and advertising empirically. From the social point of view, the reciprocal effects of society and advertising are confirmed; and it is found that social change is closely related to the advertising creativity. From the economical point of view, the notion that economy leads the advertising is supported with correlation test between GDP(Gross Domestic Product)and advertising expenditure in Korea, U.S., U.K, and China. Lastly, from the political point of view, Political campaigns and government policy on advertising are proved as the major factors, which affect advertising industry. Implications are discussed in details.

Key Word : Politics and Advertising, Society and Advertising, Economics and Advertising