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http://dx.doi.org/10.9717/kmms.2014.17.7.895

An Analysis of Exhibition Video Contents in International Trade Show-Focused on the ISE 2013  

Yang, Y.E. (School of Media, Art Technology, Sogang University)
Publication Information
Journal of Korea Multimedia Society / v.17, no.7, 2014 , pp. 895-905 More about this Journal
Abstract
Recently the trade show is a massive marketing effort of a particular industry and introduces new products to potential customers, as well as the ability to elevate the brand's image and corporate identity. It is increasing its importance as a venue of communication. In these changes, the exhibition is required to have the emotional approach to enhance the dynamic and creative image of companies. Therefore, the product itself as well as the importance of various visual contents of the exhibition is increasing positive effect of the image and marketing on their products. In this sense, this study analyzes video contents of the exhibition that was held in Amsterdam, the Netherlands, Europe's largest display show 'ISE (Integrated Systems Europe)' in 2013, focusing on the domestic company, Samsung, LG Electronics and other four foreign companies. The analysis is based on the Herbert Zettl's applied media aesthetics related to the video contents, through which we can find the way to the development of exhibition video contents making for Trade show.
Keywords
Trade Show; Exhibition; Digital Signage; Video Contents; Emotion;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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