패스트푸드 광고, 미끼 상품으로 어린이 현혹


방송사별 어린이 대상 패스트푸드 광고 방영 실태를 분석한 1편에 이어 패스트푸드 광고의 기법과 방영 내용의 문제점을 분석한 모니터 내용을 소개한다. 환경정의 '다음을 지키는 사람들(다지사)'이 7~9월 동안 방영된 광고 내용을 분석한 결과다.

다지사에 따르면 국내에서는 사전심의를 통과한 광고만 방송할 수 있기 때문에 명백하게 방송심의규정을 위반한 사례를 찾을 수는 없었다. 하지만 은근한 비유를 통해 교묘하게 규정을 피해나가면서 어린이들에게 상품구매를 유도하는 경우는 많다는 것.

다지사측은 또 어린이 대상 패스트푸드 광고는 화면을 지루하지 않게 빠른 속도로 바꾸고 유명캐릭터를 미끼로 삼아 광고를 구성해 어린이게 다가가는 전략을 구사한다는 공통점이 있다고 밝힌다. 다지사측은 "특히 '어린이세트' 광고의 경우 사은품을 한 달에 한번 꼴로 바꾸어줌으로써 어린이들의 구매욕구를 불러일으키고 있다"며 "이는 판단력이 미숙한 아이들에게 미끼상품을 교묘히 이용해 소비를 조장하는 것으로 판단된다"고 주장했다. 다음은 다지사의 패스트푸드 업체별 광고내용 분석 요약. "미끼상품 광고 등으로 방송광고 심의규정 교묘히 위반"





패스트푸드가 건강에 끼치는 부정적 영향을 다큐영화로 만든 미국의 모건 스펄록 감독. 스펄록 감독이 직접 패스트푸드를 먹는 영화의 한 장면.

맥도날드

맥도날드사 광고 중에서는 모두 6편 중 4편이 문제점으로 지적됐다.
먼저 통통한 아이가 등장하는 빅맥 광고는 열등감과 조롱의 대상이 된 아이가 맥도날드 햄버거를 보자마자 괴력을 발휘하여 손에 쥔다는 내용. 이는 방송광고 심의규정 가운데 '상품의 소유로 어린이의 능력이나 행동이 변할 것이라는 표현'과 '상품을 소유하지 못하면 열등감을 갖거나 조롱의 대상이 된다는 표현'을 해서는 안 된다는 심의규정을 교묘히 위반하고 있다고 볼 수 있다.

또한 해피밀 어린이세트 디즈니 삼총사 역시 우리는 '우리는 삼총사 친구들'이라는 표현도 '상품의 소유로 어린이의 능력이나 행동이 변할 것이라는 표현' 금지 규정을 위반했으며 '미끼광고의 제한을 어기고 사행심을 조장한 것'으로 볼 수 있다.

최근 출시된 어린이세트 햄토리 장난감 역시 '상품을 구입하도록 어린이를 충동하거나 부모등에게 상품구매를 요구하도록 자극하는 표현'과 '어린이의 사행심을 조장하는 표현', '미끼광고의 제한을 사용하면서 구매를 유도한 것'으로 볼 수 있다. 농구스타 야오밍이 출연한 행운의 게임카드는 '어린이의 사행심을 조장하는 표현'을 사용한 것으로 분석됐다.

롯데리아

모두 5편으로 구성된 롯데리아 어린이대상 광고프로그램 역시 문제점이 지적됐다. 맥도날드 어린이세트와 마찬가지로 롯데리아도 정기적으로 어린이세트의 사은품을 바꾸면서 구입을 유도하고 있는 것으로 나타났다.

먼저 '어린이세트 메이플 1,2' 시리즈와 '톰과 제리' 광고는 애니메이션기법으로 가족을 등장시킨 뒤 심심해하는 아이들을 위해 아빠가 롯데리아 매장에 데리고 가는 내용. 이 광고들은 어린이세트를 구입하면 메이플 인형을 준다는 내용을 방송하고 있다. 이는 미끼광고의 제한과 '상품을 구입하도록 어린이를 충동하거나 부모 등에게 상품 구매를 요구하도록 자극하는 표현을 해서는 안 된다' 는 규정 등을 교묘히 어긴 것으로 판단된다.

미국, 70년대보다 2배 늘어난 광고가 어린이 식습관에 큰 영향


다지사의 제언

최근 미국의 카이저 가족재단이 올해 2월 발표한 '미디어가 아동비만에 미치는 역할에 관한 보고서'에 따르면 미국내 어린이비만 증가 원인 중 하나가 어린의 지나친 광고 때문이라고 밝히고 있다. 70년대에 비해 2배 이상의 광고를 접하고 있는 현대의 어린이들은 식품을 선택하는데 있어서 그들이 본 광고가 중요한 선택요소가 되고 있다고 한다.다지사는 "최소한 미끼상품을 끼워 파는 패스트푸드 광고는 없어져야 한다"며 "프로그램과 광고내용을 구분하지 못하는 판단력이 미숙한 어린이들에게 만화캐릭터나 프로그램 등장인물을 내세운 광고를 함으로써 현실과 허구를 혼동하게 해서는 안 된다"고 밝혔다.
by 선대인 2008. 9. 4. 17:30
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