• Proceedings of the Korean Information Science Society Conference
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• 2003.04a
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• pp.467-469
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• 2003

본 논문은 TV, 라디오 등 대중 매체를 통해서 전파되는 광고방송을 실시간으로 모니터링 하기 위한 워터마킹 기술을 제안한다. TV나 라디오를 통해서 방송되는 모든 광고에 대해서 광고주는 자신의 광고가 적정한 시간에 방송되었는가를 확인하기를 원한다. 기존에는 이를 확인하기 위해서 많은 사람들이 녹음된 방송을 직접 보면서 수동으로 처리를 해왔다. 그러나, 본 논문에서 제안하는 광고방송 모니터링 시스템을 구축하게 되면 기존에 수작업으로 처리되던 모니터링을 자동화할 수 있게 됨으로써 많은 시간과 인력을 줄일 수 있다. 이를 위해서 본 논문에서는 광고방송 모니터링 시스템의 전체 구조와 이를 실현화하기 위해서 필요한 워터마킹 기술 사양 및 워터마킹 기술을 소개하고자 한다. 소개 과정에서 모든 매체를 다룰 수가 없기 때문에 라디오 방송에 대한 모니터링으로 제한하여 설명한다.

• Smart Media Journal
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• v.5 no.3
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• pp.62-66
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• 2016

The recent increase in virtual reality (VR) technology around the world has been VR work in cooperation with technology from other sectors to form new trends. In the case of advertising, it is difficult to trace if VR users viewed a certain piece of advertisement because the current technology does not allow them to interact with the screen. Eye tracking technology can act as a solution to the problem of tracing advertisement views as it allows for data extraction in relation to which advertisements were viewed and for how long. The research paper suggests a method of how to track the eyes of users in VR advertising. The suggested method includes communication between a server and VR HMD (virtual reality head mounted display) as well as a screen of output from the server.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2017.06a
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• pp.229-232
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• 2017

AR 기술과 장비가 발전하며 다양한 분야에 이를 접목한 콘텐츠들이 생겨나고 있다. 가상광고는 기존의 광고 방법으로는 적용될 수 없는 영역에도 광고가 가능함으로써 광고분야에 새로운 패러다임으로 떠오르고 있다. 본 논문에서는 AR 환경의 가상 광고에 활용할 수 있는 기법을 제안함으로써 관련 기술의 상용화에 기여하고자 한다. 제안하는 기법은 RGB-D 카메라를 사용하여 물체의 3 차원 정보를 복원하고, 선택된 영역의 텍스처를 교체하는 기법과 모델 기반의 카메라 추적기술을 활용하여 실시간으로 물체의 텍스처가 교체될 수 있음을 보일 것이다.

• Proceedings of the KAIS Fall Conference
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• 2008.11a
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• pp.32-35
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• 2008

본 논문은 포털 사이트의 효율적인 광고 제공을 위한 자연어처리 기반의 키워드 광고 시스템을 제안한다. 사용자의 질의에 대한 형태소 분석 결과를 사용하여, 기존의 키워드 정합에 의한 광고 시스템보다 재현율을 향상시킬 수 있었다. 또한, 웹 기반 키워드 광고 뿐 아니라 메신저를 통한 대화 내용 기반 키워드 광고도 제안한다.

• The Journal of the Korea Contents Association
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• v.13 no.12
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• pp.149-167
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• 2013

This study focuses how storytelling in advertising has introduced and determinated mobile telecommunication technology as a digital technology in the process of its rapid acceptance into our society. The objective of the study is to confirm the role of advertising in introducing technology into a society and the relation between advertising and technology by chasing the digital discourse produced by advertising while digital technology permeates through our society. This study uses content analysis for basic research and discourse analysis for exploring the change of digital discourse in the corporate ads of mobile telecommunication companies since 15 years. As a result, 1) 'digital' and 'analogue' discourses were found to be competing and contesting with each other across the years. Digital discourse mainly connected to a new mode of thinking and lifestyle appeared predominant in the early period, but eventually gave way to its alternative, analogue dialogue. The analogue discourse was brought with such values as humanity, slowness and happiness, which has been by and large undermined by the new, fancy digital technologies and their world, 2) whereas some mixed forms of these two discourses were also found. 3) In the meantime, digital-based mobile communication technologies were identified with people who think outside of box and have an innovative attitude toward their life in the ads. Through this signification process, the ads contribute to permeation of mobile communication technology into our daily life.

• Journal of Digital Contents Society
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• v.16 no.1
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• pp.165-172
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• 2015

This research has been conducted to know the effect of advertisement according to consumer's need for cognition in the advertisement which is realized technique of the Internet of Things(IoT). The researchers distributed questionnaires and video advertisement, which is realized by using IoT technologies, to university students in the capital area after simple orientation about IoT advertisement. The result was that people who has high consumer's need for cognition showed more positive attitude to advertisement and it was statistically meaningful. As a result, the research could draw a conclusion that people have different attitude to advertisement that is realized using IoT technologies based on the consumer's need for cognition.

• RED RIBBON
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• s.75
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• pp.18-20
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• 2007

유럽에서는 에이즈 예방 광고를 쉽게 접할 수 있다. 이들 광고의 소재나 내용을 들여다보면 콘돔의 사용을 강조하는 것이 거의 대부분이다. 에이즈를 예방하는 가장 확실한 방법이 콘돔이기 때문에 당연한 일이기는 하지만, 그 광고 표현 기술이 아주 세련되고 아이디어가 독특하여 눈여겨 볼만하다. 광고자체로서도 완성도가 높은 유럽 에이즈광고 두 편을 소개한다.

• Proceedings of the Korea Multimedia Society Conference
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• 2003.05b
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• pp.659-662
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• 2003

인터넷 광고의 시장 및 기술은 매년 급속하게 성장 및 발전하고 있으며 우리 생활에서 캐놓을 수 없는 한 분야로써 자리잡고 있다. 이러한 인터넷 광고는 일반적으로 전달되는 TV나 라디오와 같은 방송매체의 광고와는 달리 인터넷상에서 사용자의 작업을 방해하지 않으면서도 효과적으로 사용자의 관심을 끌어 광고 내용을 전달하는 것이 중요하다. 왜냐하면 강제적으로 사용자에게 전달되는 광고는 사용자의 임의의 작업을 방해하여 심한 불쾌감을 줄 수 있으며, 너무 정적이어서 관심을 유도하지 못하는 광고는 그 효과가 매우 낮기 때문이다. 본 논문에서는 웹 상에서 사용자의 작업을 최대한 방해하지 않으면서 관심을 유도할 수 있는 인터넷 광고 기법을 제안하고 기존 광고와의 비교 실험을 통하여 제안된 기법의 효과를 검증하여 본다.

• The Journal of the Convergence on Culture Technology
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• v.9 no.3
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• pp.205-211
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• 2023

In this study, we analyzed the potential application and validity of ChatGPT, an artificial intelligence technology currently gaining attention across various fields, for the creation of advertising photographs. To do this, we examined the relationship between the visual elements of advertising photographs and language, and investigated use cases of ChatGPT in advertising. Furthermore, we analyzed the elements of each stage in the advertising photograph creation process and conducted expert interviews to determine the validity of ChatGPT's application in these stages. The results revealed that, although somewhat limited, the feasibility of using ChatGPT was found to be high in the planning stage of advertising photographs, but lower in the actual shooting and post-production stages. Considering these findings, it is necessary to continuously monitor the progress of AI technology and strive to enhance the creativity and efficiency of advertising photograph production through collaboration between technology and humans.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.3 no.4
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• pp.59-88
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• 2008

For the success of the DMB market to meet consumers' demands for Ubiquitous Media and strengthen the nation's competitiveness, it's inevitable for us to activate DMB advertising as of main profit source for DMB Media, and to develop various types of DMB advertising which are linked to the profit model. So I'd like to look over the various types of DMB advertising which are suitable for DMB features as one of the efforts to activate DMB advertising. First of all, I've figured out what kinds of advertising are available for new media and which related technologies are required for DMB media. Through this research, I could find out what features of new media such as cable broadcasting, Internet and Mobile have become the source of developing various types of advertising and how to a great part to activate new media advertising markets by making the best use of their media features. This research also shows that DMB advertising has the high potential to be developed in various and effective types and kinds of advertising with its media feature and technological feature. This research observing DMB advertising cases showed that DMB advertising can be divided into 6 types such as forms, purposes, techniques, advertising positions, the use of LBS(Location Based Service), coupons and it could be developed into various kinds of DMB advertising dependent on each type. On the other hands, it would be great to have continual researches and follow-ups for various types of DMB advertising and the verification of the effectiveness for DMB advertising by performing potential DMB advertising.