성형광고의 매체별 메시지 전략 분석을 통한 국내 성형광고의 문제점 및 향후 개선 방향에 관한 연구: 지하철 광고 및 병원 홈페이지 내용분석을 중심으로

This study is part of a growing body of research on the impact of plastic surgery advertising on body image and societal expectations. As the demand for plastic surgery continues to rise and the domestic plastic surgery industry continues to grow, plastic surgery advertisements have also become more prevalent. Previous research has identified a number of problematic strategies employed in these advertisements, including the exploitation of negative body image and the promotion of unrealistic expectations. The current study sought to further examine the message strategies and issues in plastic surgery advertisements, and to propose potential solutions based on the medium of the advertisements. A preliminary survey was conducted on subway stations and websites, resulting in a sample of 36 plastic surgery advertisements from subway stations and 135 plastic surgery advertisements on the websites. Systematic content analysis was then performed according to four key areas: medium of advertisement, focus of message control, type of advertising appeal, and type of plastic surgery. The results of this study provide insight into the message strategies and issues present in plastic surgery advertisements and offer potential solutions to address these issues. The findings have important implications for the ethical and effective advertising of plastic surgery, and can inform future research on the impact of advertising on body image and societal expectations.