• Journal of Digital Convergence
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• v.10 no.10
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• pp.505-510
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• 2012

As games have been used throughout the advertisement design in diverse ways, the paradigm of the internet advertising has also been changed. At the same time, there has been a growing tendency among companies to maximize the purpose of advertising by using game-like internet banner advertising, which provides internet-users with the information of the advertisements by exposing specific information, brands, characters, or image. In spite of the quantitative expansion of the game-like internet banner ads, according to a survey with regard to their click-through rate(CTR), the result indicates the CTR is less than 0.5%. Therefore, this study aims to examine what types of displaying elements of the game-like banner ads gaining in popularity can leave the users with a strong impression, and also to explore what types of displaying elements need to be highlighted for the users' active and aggressive access to internet banner advertisements. Currently advertised game-like banner ads on the internet web sites in different fields are selected. Then, they are analyzed by using seven categories. The findings are expected to lay out systematic and practical guidelines for the future production of game-like banner ads.

• Journal of Korea Game Society
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• v.6 no.3
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• pp.67-76
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• 2006

This study is to examine relationship between immersiveness aspect and the recognition of garners who are exposed to PPL (Product Placement Advertisement) in online game. The frequency of exposure, the placement type of PPL, the perception under the threshold of consciousness and the interest at the product and knowledge about PPL have been widely known as the factors of effectiveness in PPL advertising. In this study, 'immersiveness' is newly introduced to investigate the effectiveness of PPL advertising due to the unique characteristics of game which easily leads to immersion. Control group is exposed to movie clip and experimental group to lacing online game. In conclusion, the deep immersion has reduced the perception level of user on PPL except the variable of PPL placement. This study suggests that how to design the PPL placement in game for enhancing marketing effect is all the more vital, in spite of the result that the player in high immersion cannot distinguish different images.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.14 no.10
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• pp.2269-2276
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• 2010

This research shows how autonomous character agents work in 3D sports game and its application to advertising. It is a kind of interdisciplinary study between game and advertising. In other words, advertising can be used a beneficiary model in game industry. For the purpose of analyzing the role of agents, 3D table-tennis game and advertising tools are developed. The role of agents is booming up and focusing on the game by their voices and texts. In game, several famous brands are showed up as a mean of advertising. This study analyzed the role of agents and advertising from the game user's position. For validity and reliability of the research, questionnaires were analyzed. As a results, several facts are found. Firstly, the agents worked positively as a game boomer. More than half of the respondents answered the agents are useful for the game. Secondly, the advertising tools showed up on the game are helpful to understand the brand. In other words, the game is contributed to build up the brand image. These kinds of attempts may be significant in that the agents are performed as a parter of functional and woman-oriented game. And advertising brands when placed in the game could play the role of the game item or quest. The proposed method can provide the basic references for developing 3D game as an interdisciplinary study.

• Proceedings of the Korea Multimedia Society Conference
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• 2002.11b
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• pp.526-529
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• 2002

게임 제작의 발전으로 더욱 더 현란한 그래픽, 탄탄한 시나리오, 웅장한 사운드의 게임들과 혼자가 아닌 여러 명이 동시에 같이 즐길 수 있는 게임들이 점차 적으로 늘고 있어 단순한 퍼슬 게임이나 혼자 하는 Standalone방식의 게임들이 점점 서있을 자리를 잃어가고 있다. 이 논문에서는 웹(Web)게임의 장점을 연구하여 복잡해지고, 조작에 있어 어려움이 있는 게임을 처음 게임을 접하는 사람과 게임에 적응력이 늦는 사람, 컴퓨터를 잘 모르는 사람에게 쉽게 게임을 접할 수 있게 하고 광고 홍보나 교육적인 면을 게임에 삽입하여 게임과 광고 홍보 효과, 게임과 교육을 동시에 얻을 수 있는 웹(Web) 게임 제작 방법에 대해 연구하였다.

• Journal of Korea Entertainment Industry Association
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• v.15 no.3
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• pp.297-309
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• 2021

Many game companies are releasing various games based on mobile platforms, and they are using various marketing strategies such as using celebrities to expand their influence on the initial market. This increases the related cost, which makes the continued development of small and medium-sized game companies more difficult. Therefore, this study attempts to understand consumer values according to the type of mobile game marketing and to explore the factors that affect the switching intention of mobile games based on real users of mobile games. As a result of this study, it was found that the playfulness and economics of mobile game marketing have positive effect on the attitudes towards mobile game advertisements and attitudes towards mobile games, but the attractiveness of mobile game marketing using celebrities does not. It was found that attitudes towards mobile game advertisements and attitudes towards mobile games have an influence on the switching intention of mobile games. Through this, we intend to provide useful implications for small and medium game companies to seek effective marketing plans.

• 한국게임학회지
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• v.12 no.1
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• pp.34-41
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• 2015

As Mobile game market has saturated, the characteristics of market structure features of economy of scale. Mass-marketing such as TV ad and Subway ad has been performed to enhance the recognition of game. This paper examines the casues of mass- marketing and the impact on the mobile game ecosystems.

• The Journal of the Korea Contents Association
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• v.11 no.5
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• pp.117-124
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• 2011

To minimize a negative cognition of the game, recently the game industry has been researched of serious games such as medical game, tutoring game, advertisement and game training simulation game. The development and method of those serious games is far less formalized than other software development and is still in the beginning stages. We will define three types of advertisement games in the paper and propose a serious game development method which is based on traditional activities culture. Also we will explain element technologies and process for developing a serious game and apply a suggested method to YOOT games which is a typical Korea traditional game among several games.

• Proceedings of the Korea Contents Association Conference
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• 2004.11a
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• pp.101-109
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• 2004

Internet got into popularization by development of digitech today, and according as Internet user increases, advertisement that use internet is increasing. Specially, advertisement that use internet regardless of time customer and company both direction(interactive) communication possible because, image about special quality of product or company feature that can be active to customer and offer effectively have. There is charm that both direction communication that internet advertisement can attract to unspecified multitude internet connecter regardless of time this are available, internet user can do participation more easily. Interaction of Banner advert or different advertisement that form commentary of current internet advertisement is inert with internet posthumous work. It can become more efficient advertisement if take advantage of prognostication that most important element of game is interaction in internet advertisement. Investigator who aim in this point wishes to do on the basis of special quality of internet advertisement and interaction attribute of game and present actuality design process case of internet ad of game inclination.

• 프린팅코리아
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• v.10 no.12
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• pp.108-109
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• 2011

국내 유일의 국제 사인전시회인 '제19회 한국국제사인디자인전(KOSIGN 2011)'이 지난 11 월 17일부터 20일까지 서울 삼성동 코엑스에서 열렸다. 올해로 19회째를 맞이한 코사인전은 디지털 텍스타일 프린터를 포함해, 국내외 사인산업 전반의 아이템을 총망라해 전시되었다. KOSIGN2011은 'ALL OF VISUAL'을 슬로건으로 내걸고 사인, 디스플레이, 공공 디자인 등 시각과 관련한 모든 요소를 담고 있다는 메시지를 전했다. 이번 전시회는 미디어 아트, 광고 및 홍보, 게임, 전시의 경계가 무너지는 옥외광고업계의 트랜드를 느낄 수 있도록 기획되었으며, 특별관으로 'Space Design Show'를 개최하는가 하면 부대행사로 대한민국옥외광고대상수상작 전시관, 세계 3대 광고제 수상작 전시관, 바이어 리셉션 등을 마련해 다양한 이벤트를 선보였다.

• Proceedings of the Korea Information Processing Society Conference
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• 2004.05a
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• pp.495-498
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• 2004

인터넷 기술의 발전과 개인용 컴퓨터 성능의 향상 그리고 모바일 폰의 일상 생활화로 우리생활의 많은 부분이 변화하고 있다. 예전에는 상상으로만 가능했던 온라인 게임, 가상 쇼핑몰, 모바일 영상과 광고 등이 핸드폰 등으로 짧은 여가 시간에 장소의 제약을 받지 않고 즐길 수 있게 되었다. 플래시는 캐릭터 다운로드 서비스가 주도해온 모바일 컨텐츠 시장의 선두 자리를 위협하고 있으며, 향후 매우 발전 할 수 있는 분야라고 할 수 있다. 플래시가 주목 받는 것은 많은 사용자들에게 접근 할 수 있는 다양한 분야가 많고, 미개척 시장으로 그 가능성이 충분하다는데 있고, 근래 들어 국내 모바일 폰이나 상업용 광고에 플래시 애니메이션이 주를 이루고 있다. 이러한 필요성에 따라서 게임, 애니메이션 관련 학과들이 수 없이 많이 생겨나고 있으나 아직 모바일 컨텐츠를 위한 게임, 애니메이션 모델이 없거나 있어도 미비한 실정이다. 본 논문은 이러한 점에 착안하여 학생들이 스스로 게임, 애니메이션 제작을 할 수 있는 모델을 설계하고 구현 하였다.