절전 행동 증진을 위한 공익광고 디자인 전략 연구

Background Power-saving advertisements emphasize the importance of power saving and encourage energy-saving behavior. However, it is important to understand and reflect that individuals have different levels of behavior intention and motivation. This research aims to understand power-saving behavior and propose public advertisement strategies to promote the behavior. Methods 5 kinds of advertisements (Ⓐ a rational advertisement and 4 emotional advertisements: Ⓑpersonal/positive, Ⓒ personal/negative, Ⓓ social/positive, Ⓔ social/negative) were created to study their effectiveness. The behavior stage and intention before and after the intervention of each advertisement were measured. Results Ⓒ Personal/negative advertisements were the most effective to individuals in the Pre-contemplation stage. Meanwhile, Ⓐ rational and Ⓓ social/positive advertisements were the most effective to individuals in the Contemplation stage. Ⓔ Social/negative advertisements were not effective to both of groups of individuals. Conclusions Emotional advertisements that present individual financial loss are effective to people in the Pre-contemplation stage, who have little interest in power-saving behavior. Rational advertisements that inform about power-saving methods and emotional advertisements that represent environmental benefits are effective to people in the Contemplation stage, who know the importance of power-saving but do not take actions. It is anticipated that these results can be applied in designing energy-saving advertisements in the future.