ScholarWorks@숙명여자대학교

초록

This study AIms to compare and analyze the research trends in advertising literacy in Korea and abroad, thereby diagnosing the current status of domestic research and exploring future directions for its development. To this end, 14 domestic and 252 international research abstracts were collected, and text-mining techniques (TF, TF-IDF, LDA topic modeling, and time-series regression analysis) were applied to identify key keywords, major topics, and temporal shifts in research focus. The results revealed three topics in domestic research—① educational practice for children and adolescents, ② critical understanding of digital media, and ③ consumer protection and education—while seven topics emerged in international research—① effects of game and gamification advertising, ② digital advertising exposure and parental mediation, ③ influence of food advertising on children, ④ advertising disclosure and persuasion knowledge, ⑤ food advertising regulation and policy approaches, ⑥ advertising effects and consumer attitudes, and ⑦ necessity and practice of advertising literacy education. Both domestic and international studies consistently highlight children and adolescents as the core subjects of advertising literacy discourse, emphasizing the need for educational interventions to protect and strengthen their competencies. However, while domestic research predominantly focuses on educational practices, international research encompasses a broader and more diversified range of topics, including privacy protection, regulation of gambling and political advertising, and gender-related issues. This indicates that domestic research remAIns limited in both scale and thematic diversity compared to international research. The findings suggest that domestic advertising literacy research should be expanded in scope and diversified in subject matter, supported by stronger policy and institutional frameworks, in order to strengthen its position within the global academic discourse.

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