• Smart Media Journal
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• v.12 no.11
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• pp.86-94
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• 2023

In recent years, advertisements and brand promotions using virtual influencer have been actively conducted, and this study focused on the characteristics of virtual influencer, including Attractiveness, to examine the Attractiveness of virtual influencer through previous studies and to test the hypothesis that Attractiveness has an effect on Brand attitude and Advertising attitude when mediated by Immersion. For this purpose, data were collected from university students who experienced marketing contents using virtual influencer, and Process macro was conducted to analyse the mediating effect. The results showed that virtual influencer Attractiveness partially mediated the relationship between Brand attitude and Advertising attitude. These results suggest that virtual influencer Attractiveness not only affects Brand attitude and Advertising attitude, but also positively increases consumer attitude when mediated by Immersion. This study has both academic and practical implications by examining the mediating effect of Immersion on the effect of virtual influencer Attractiveness on consumer attitudes.

• Management & Information Systems Review
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• v.39 no.2
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• pp.181-193
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• 2020

This study is a study that analyzes consumer perception by utilizing text mining, which is a recent issue. we analyzed the consumer's perception of Samsung Galaxy by analyzing consumer reviews of Samsung Galaxy YouTube ads. for analysis, 1,819 consumer reviews of YouTube ads were extracted. through this data pre-processing, keywords for advertisements were classified and extracted into nouns, adjectives, and adverbs. after that, frequency analysis and emotional analysis were performed. Finally, clustering was performed through CONCOR. the summary of this study is as follows. the first most frequently mentioned words were Galaxy Note (n = 217), Good (n = 135), Pen (n = 40), and Function (n = 29). it can be judged through the advertisement that consumers "Galaxy Note", "Good", "Pen", and "Features" have good functional aspects for Samsung mobile phone products and positively recognize the Note Pen. in addition, the recognition of "Samsung Pay", "Innovation", "Design", and "iPhone" shows that Samsung's mobile phone is highly regarded for its innovative design and functional aspects of Samsung Pay. second, it is the result of sentiment analysis on YouTube advertising. As a result of emotional analysis, the ratio of emotional intensity was positive (75.95%) and higher than negative (24.05%). this means that consumers are positively aware of Samsung Galaxy mobile phones. As a result of the emotional keyword analysis, positive keywords were "good", "good", "innovative", "highest", "fast", "pretty", etc., negative keywords were "frightening", "I want to cry", "discomfort", "sorry", "no", etc. were extracted. the implication of this study is that most of the studies by quantitative analysis methods were considered when looking at the consumer perception study of existing advertisements. In this study, we deviated from quantitative research methods for advertising and attempted to analyze consumer perception through qualitative research. this is expected to have a great influence on future research, and I am sure that it will be a starting point for consumer awareness research through qualitative research.

• Archives of design research
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• v.12 no.3
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• pp.43-52
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• 1999

For Bauhaus, the vaious typography experiments developed around the printing workshops, and it was only in the later Weimar Period that L. Moooly-Nagy, who came to be in charge of the rxinting workshops, approached it from the functional way of thinking and demanded print type reforms Using this as the basis, a new form of typograph called "typophoto" was developed by combining images and characters together using photography techniques and Bauhaus Unification Chaacter producyion. Harbert Bayer, striving at molds based on the ideologies of L. Moody-Nagy, prepared the framework for modern informational advertisements by producing a variety of advertisements based on several law of psychology and physiology. Bayer's successor, Joost Schmidt focused on lettering based on functionalism and typographic training and practice, while pioneering in the new area of display design wiwh efficient usage of space for exhibitions a1d dsplays. Thus, despite being carried doWl by the same leader in the sane era, the series of typographic experiments undertaken by the artists Bauhaus present guidelines to the direction modern visual communication must take through creativity and insight into the upcoming future that is not contained within the boundaries of traditions and customs.and customs.

• Archives of design research
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• v.12 no.3
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• pp.17-26
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• 1999

We use humorous expression in general dialogue. And this humor os especially good methods for expressing more creative and persuasive thoughts. If could not effective data for developing expression techniques, because most of the studies on humor focused on advertising, especially effectiveness for product purchase until now. So, we need the data objectively tested and we can use the data for persuasive, agreeable and effective communication. This study presents new expression methods with humor, classifies the expression type with humor and analyses the specific characters each type. It was as follows. first, which expression types are existing in typography with humor, and how to apply to typography. Second, how to change the propensity to perceive through the communication method and through types of humor Third, what is more effective between typogratphy with humor and typography without humor Miore study based on this must be followed in order to plan objective and agreeable design and improve communication effects.

• Archives of design research
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• v.19 no.1 s.63
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• pp.263-272
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• 2006

People's values as well as their behavioral form of using a product are changing due to the rapid introduction of diverse cultures and the Five-day workweek system. The single and the married are the subjects of this study: it is aimed to evaluate and analyze, thus grasping their difference in behavioral form of using a washing machine, the main factors they consider to be important when purchasing one, and the level of satisfaction they get from their own washers. A questionnaire was used as a tool for a better Factor Analysis and Frequency Analysis research. There were 6 essential factors which unmarried people take into consideration when purchasing a washer: economical efficiency, measure of capacity, design, type, brand and advertising, function. On the other hand, economical efficiency, convenience, measure of capacity, function, and type was what the married thought would be the 6 central factors.

• The Journal of the Korea Contents Association
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• v.21 no.3
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• pp.364-374
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• 2021

In a fiercely competitive market, brands have become an important foundation for people to choose their products, and brands are also symbols of people's status and strength. Therefore, the importance of brand image design is growing. And color is an expression of emotion and can improve the communication and marketing environment of brand image as an important element of brand image. In this study, Interbrand selected Korea-China TOP 50 brand as a survey target in 2019 and downloaded brand CI from each brand's homepage to data images through Adobe Photoshop program and HSB system, and analyzed the color of the brand. There is no big difference in analyzing the color characteristics of Korean and Chinese brands, and the I.R.I color image scale analysis shows that the overall design of Korean brands is vibrant, elegant and warm to consumers. On the other hand, the overall design of the Chinese brand offers consumers a solemn, modern and sophisticated emotional adjective. Based on the results, this study can provide practical implications for companies to select colors and forms when launching their own brands and developing products.

• Journal of Digital Convergence
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• v.15 no.8
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• pp.333-340
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• 2017

Timelapse is an imaging technique that captures motion at regular intervals and then projects it at normal speed. We looked at Timelapse advertising images of global brands and presented a model for analyzing components and expression methods of Timelapse, a new image technique. In previous research, literature research, Internet data survey, and YouTube data were investigated. Continuous photography has been developed as an imaging technique, and we have examined the current production status applied to domestic and foreign documentary, domestic and foreign drama, film, and advertisement. In 2015-2016, I will analyze the techniques of iPhones (2016), Ralph Lauren Polo Ads (2015), and Canon EOS (2013) videos that use Timelapse techniques in their recent advertisements. The results show that the Timelapse component is a static element, the static motif is mainly an artificial structure, the place is outdoor, the color is taken at a time showing the characteristics of the place, and the layout is all centered. The dynamic motif is a moving object. The dynamic line consists of a story based on the object. The time is about 11-15 seconds, the longest is about 1 minute and 30 seconds, and the editing is mainly focused on the product with the brand logo emphasized. In conclusion, it is the role of the image to pay attention to the advertisement and catch the eye. In order to motivate the buyer's mind, it is necessary to direct and edit such as Timelapse, which stimulates the emotions inherent in the mind and stimulates the non-verbal symbols. Future research is likely to reveal various attempts at temporal editing of images.

• Journal of Fashion Business
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• v.6 no.4
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• pp.125-140
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• 2002

The purpose of this study is confirming the design characteristics and brand strategies of Ralph Lauren's products through the advertising pictures on internet website. Methods of this study are the analysis of his brand growth process, concept strategy and designs by web promotion sites. Also this study defined his brand character and fashion mind. The Results are as follows. 1) Ralph Lauren's concept strategies are 1. Convert british type into American style 2. Presentation an American life style 3. Marketing strategy using life style and IT business. 2) Ralph Lauren's designs characters are 1. Rich and simple style by preppy look 2. Traditional wear of noble taste 3. Western style of American reclamation period 4. Using of comfortable material 5. Unique colors which are simbolic. Today, his classic and preppy designs all draw upon an image of old word wealth and luxury and he pioneered the concept of clothes as part of a lifestyle environment.

• The Journal of the Korea Contents Association
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• v.16 no.4
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• pp.76-87
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• 2016

The purpose of this study is to examine university graphic design curricula to cultivate creative specialized manpower equipped with practical skills. To attain the goal, this author investigated the curricula of four-year, three-year, and two-year universities located in the capital area including Seoul and interviewed those working in 10 specialized design companies located in Seoul and Incheon. According to the findings of analyzing the curricula, four-year, three-year, and two-year universities all emphasize practices based on projects and inquiries more rather than the mastery of basic design. Among the areas, publication graphic designs are emphasized the most, and the next are visual multimedia designs. However, advertising marketing designs are not or hardly emphasized in the curricula. But specialized university education demanded by those specialized design companies is the education emphasizing the mastery of basic design more rather than practices based on projects and inquiries. Concerning the cultivation of specialized graphic designers having central roles as the pillars of knowledge industry or creative industry demanded in this age, it is needed to have a new perspective to reorganize specialized education grounded on close cooperation and favorable relationship between universities in charge of specialized education and those specialized companies.

• Journal of the Korea Fashion and Costume Design Association
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• v.15 no.2
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• pp.135-150
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• 2013

In the modern society, the crossover phenomenon has appeared increasing the value of creative brands as concepts contrary or heterogeneous are combined with each other by the flow of diversified societies and cultures. This research covers the use of crossover design in current fashion. To analyze the crossover design in current fashion, crossover design were collected and analyzed from a Collection TV program(Seoul: Dong Ah TV) and an Internet Web site(www.samsungdesign.net) from 2007 to 2010. The information obtained from the current fashion is compared with the advertisement area; by making this comparison we will make an analysis to determinate the crossover elements organized in 5 groups: extension and reduction, breakaway and destruction, fusion and combination, overlap and repetition, adjacent and similarity. This 5 crossover elements were analyzed in current fashion with the purpose of seeing how crossover elements are available in fashion field. Therefore, this study can offer invaluable suggestions for multifaceted research on how to come up with design concepts which apply crossover element to current fashion.