The Communication of Social Values in Korean Public Advertisements: A Case Study of the KOBACO’s Public Service Advertisements from 2014 to 2024

Abstract

This study aimed to examine the communication of social values in public service advertisements (PSAs) to understand the motives behind these values. It analyzed the social-value components reflected in 105 PSAs broadcast from 2014 to 2024 under the supervision of the Korea Broadcast Advertising Corporation (KOBACO), a government agency of the Republic of Korea. 

The results revealed that Korean PSAs during this period reflected 14 core social values, ranked in order of frequency as follows: (1) compassion; (2) respect for rights; (3) risk awareness; (4) consideration for the public good; (5) respect for diversity; (6) respect for equality; (7) environmental consciousness; (8) opposition to violence and bullying; (9) reduction of haste; (10) respect for democracy; (11) pursuit of knowledge; (12) patriotism; (13) honesty; and (14) localism. Of these, 12 represent values to be upheld and 2 represent values to be discontinued. These values reflected underlying social concerns, anxieties, and aspirations that South Korea is currently facing and attempting to address, which can be grouped under three major themes: (1) rebalancing gender roles, (2) bridging generational and racial gaps, and (3) increasing awareness of digital risks. In addition, this study contributed to a deeper understanding of how PSAs serve as a vehicle for promoting public values within Korean society.