• Journal of the Korea Convergence Society
• /
• v.12 no.8
• /
• pp.115-122
• /
• 2021

This study attempted to examine how Personalization Advertising and Customization Advertising strategies affect consumers' Aad among AI-based Programmatic Advertising strategies that have been actively conducted recently. To this end, the relationship between two advertising strategies, the transportation, the overall emotional experience that occurs when acting, and Aad was examined structurally. As a result of a survey of 110 general people, Personalization Advertising had a negative influence on consumers' transportation, and the Customization Advertising strategy had a positive influence. In addition, transportation had a positive influence on the Aad. These results suggest the needs to actively induce consumers into Customization advertising situation, rather than the company's mechanical analysis and exposure-oriented advertising strategy.

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

• Proceedings of the Korean Society of Broadcast Engineers Conference
• /
• 2017.06a
• /
• pp.241-242
• /
• 2017

최근 영화, 광고, 미디어 전시 등의 분야에서 다양한 특수 효과가 처리된 장면의 연출이 적용되고 있다. 특히, 미디어 전시, 공연 등에서는 관객 혹은 공연자의 움직임에 반응하는 예술적 영상의 인터랙티브 표현들이 시도되고 있다. 이에 본 논문에서는 광고, 전시 등에서 효과적으로 활용될 수 있는 인터랙티브 포토 모자이크(photographic mosaic) 영상을 생성하는 시스템을 제안하였다.. 제안 시스템에서는 관객의 출현을 인지하고, 관객의 얼굴을 자동으로 캡쳐하여 관객의 얼굴 사진을 이용한 모자이크 영상을 실시간으로 생산한다. 이 때, 흥미 유발을 위하여 모자이크를 구성하는 관객의 얼굴 사진 조각들이 움직임을 가지는 작은 사각의 입자로 표현되어 서로가 충돌하며 자연스러운 움직임을 통하여 하나의 영상으로 맞춰가는 모습이 보여지도록 하였다.

• The Korean Publising Journal, Monthly
• /
• s.264
• /
• pp.37-37
• /
• 1999

• Korea Information Processing Society Review
• /
• v.7 no.6
• /
• pp.3-9
• /
• 2000

• Korea Information Processing Society Review
• /
• v.7 no.6
• /
• pp.25-32
• /
• 2000

• Korea Information Processing Society Review
• /
• v.7 no.6
• /
• pp.68-72
• /
• 2000

• Journal of the Korea Convergence Society
• /
• v.11 no.3
• /
• pp.171-179
• /
• 2020

Media technologies that have made the hyper-connected age change the way people use communication text. Ads texts actively used by companies are storytelling and storydoing. These two advertising texts are very effective in inducing people's emotions and forming participatory behavior. People's thinking tendency also influence persuasion. The results of this study are as follows according to the type of ads text and the thinking tendency of consumers. Consumers' attitudes toward ads turned out to be more positive in synthetic thinking. In analytical thinking, the storytelling ads texts induced more favorable responses. On the other hand, in comprehensive thinking, the story doing text was effective. The same result was found in the perception of premium value, willingness to pay premium price, and repurchase intention.

• Journal of Korea Game Society
• /
• v.7 no.2
• /
• pp.53-60
• /
• 2007

This paper proposes the knowledge structure of an extended script for advertisement style game embodiment. This approach is able to allow for developing game and advertisement module. Research to reconsider contradictory awareness about existent game have been evolving from game education system, advertisement style game and simulation game for training and so on. In this paper, a situation hierarchy structure which allows the designer for simulating high-level specifications of game structure. And we describes with mathematical structure for proposed situation structure. Game unfolding utilizes with causality. Game reflects situation of a spatiotemporal real world. For this goal, we applied extended script to game world. Advertisement style module progresses by method to provide company's advertisement to user while game is gone. The advantage of proposed method are able to allows for novice to effectively insert banner image, video and so on into advertisement module. The proposed method was implemented in the "Shooting BaDuk" among games.

• The Journal of the Korea Contents Association
• /
• v.19 no.9
• /
• pp.135-143
• /
• 2019

Purpose of this study is enhancing usability of online video platform by analyze link-depth and advertisement frequency. In this study, researcher checked market share of video platform which publishing web-drama, and compare their link-depth and advertisement frequency. As a result, access to the latest content has two to three link-depth. So it does not worsen usability. but, if contents doesn't show on main page or search result, it requires more than five to six steps. Image advertisement show up more than twice on every platform. 'Youtube' and 'Naver TV' show up pre-roll video advertisement in video player before offering contents. In this video platform information structure, directory searching needs high link-depth level and advertisement frequency. It will increase user's bounce rate and decrease return visit rate. So researcher suggests prototype using drop-down menu to reduce link-depth and enhance information structure.