• Journal of the Korea Academia-Industrial cooperation Society
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• v.20 no.1
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• pp.401-408
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• 2019

This study numerically examined the maximum wind pressure distribution of a billboard on the roof of a middle-rise building. The deformation caused by the maximum wind pressure was examined. For the numerical analysis, the signboard was assumed to be installed on $(b)20m{\times}(d)10m{\times}(h)$ buildings. The maximum wind pressure was measured using four models with the standard model and different sizes of the signboard. The numerical analysis showed that the horizontal deformation predominantly occurs as the shape of the signboard becomes closer to a rectangle, and high wind pressure and deformation occur at the corners of both ends. As the height of the signboard increases, vertical deformation predominantly occurs, and static pressure forms on the backside. When the height is lower than the width of the signboard, the wind pressure is concentrated on the center of the roof. Therefore, the distribution of the maximum wind pressure is stable, and the effect of the wind pressure is relatively low as the height-to-width ratio approaches 1.

• Journal of Industrial Convergence
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• v.21 no.3
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• pp.29-36
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• 2023

In this study, the differential effects of exposure-type digital signage advertisement and interactive digital signage advertisement were examined through the moderating variables of regulatory focus and self-construal. As a result of the study, in the case of individuals with promotion focus and independent self-construal, interactive digital signage advertisements had a more positive effect than exposure-type digital signage advertisements. However, in the case of prevention focus and interdependent self-construal, there was no difference in effect between digital signage advertisement types. Therefore, we can help to establish a customized strategy according to individual characteristics using digital signage.

• Journal of Digital Contents Society
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• v.19 no.7
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• pp.1303-1312
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• 2018

The study analyzed the evaluation of the advertisement effect by the score and the method of the advertisement comments in ad evaluation in online site, 'TVCF'. The results are as follows. First, Internet viral advertisement showed higher number of ad comments and higher evaluation of advertisement effect than cable broadcasting advertisement. Second, the results of analysis of the difference of advertisement evaluation according to ad types and digital user characteristics showed that women are more positive than men toward both cable broadcasting and internet viral advertisement.

• Archives of design research
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• v.18 no.2 s.60
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• pp.111-122
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• 2005

Public Service Advertising(PSA) is the integrated marketing concept including strategy and technology in all its aspects that pursue the changes of community to seek an agreement of its members by the intentional and the target oriented way. PSA to the exclusion of commercial intention reflects the current social flow and subject since it is focused to the social issue. PSA plays an important role in creating the further cultural value, and also affects present cultural value to advertising message. In this aspect, this study is very valuable to design the plan for further effective management of advertisement and to analyze communication strategy of PSA. This study is to make dear the nature of PSA by the analysis of contents of visual image and linguistics' factors in actual produced and broadcasted TV advertising, called 'Protection of environment' In the results, PSA related the environment is working to linguistic-centered persuading message corresponding to visual factor, this intends to educate and instruct the consumers in 1980's. PSA, therefore, shows a non-description nature without story line and a hero(heroin) on it. In contrast, after 1990's, PSA was made up image-centered and maximized the effectiveness public campaign through the activating consumer's judgement and intervention. We are able to know that it contributes to considering and persuading the consumer to suggest the story format through the visual way to deliver the message. This study of relationship between visual image and linguistics is a common trend appeared in all media including today's advertising, and may be a remarkable result to present proper direction of PSA campaign.

• Journal of Korea Entertainment Industry Association
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• v.14 no.6
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• pp.61-76
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• 2020

As the media environment changes rapidly, the size of the online advertising market is growing rapidly. However, consumer's trustfulness in online advertising is much lower than that of old media, and there is also a phenomenon of advertising avoidance. Thus, in this study, advertising skepticism, advertising appeals, involvement, and FCB Grid theory were used to provide Youtube and advertisers with implications for advertising strategies. It was intended to provide a way to lower consumer advertising avoidance. As a result of Research 1, consumers with high advertising avoidance showed low advertising attitudes, brand attitudes, and attitudes toward products. In addition, there was no difference in gender, and when the frequency of online video viewing decreased and the age increased, advertising avoidance increased. Research 2 shows that consumers with high levels of advertising skepticism showed a high level of advertising attitude when the level of involvement was low and transformational appeal was high. In the FCB Grid model, consumers with high levels of advertising skepticism are found to be suitable for transformational appeal advertising. These results mean that Youtube and advertisers should think important about advertising skepticism, which is the cause of advertising avoidance, and that consumers with high levels of advertising skepticism should be presented with advertisements suitable for each type of product in the online advertising market.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.180-196
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• 2021

The goal of this research is to examine the effects of sports star influencer advertising value on brand equity in social networking sites. In particular, this study identifies the moderating role of consumer team identification. A total of 350 university students participated via online survey. To test proposed hypotheses, confirmatory factor analysis, structural equation modeling, and multi-group analysis were employed. It was found that informativeness, entertainment, and credibility showed significant positive effects on brand equity. Also, significant moderation effects of team identification were found in that consumers with high team identification compared to those with low team identification perceived higher value of entertainment. On the other hand, consumers with low team identification perceived more irritation than those with high team identification. This study contributes to the understanding of sports star influencer advertising in social networking sites. Theoretical and practical implications as well as suggestions for future research in this area are provided.

• Cartoon and Animation Studies
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• s.36
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• pp.75-89
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• 2014

Since the first animated Chinese commercial titled directed by Wan Three Brothers in 1926, Chinese animation commercials are steadily increasing every year. The proportion of animation commercials in Advertisement industry increases gradually, animation becomes one of the direct means of rising commodity value. In this premise, this paper researches the history and characteristics of animated commercials, compare and analyze commercial samples from two world advertisement festivals and four Chinese advertisement festivals. Compared the world animation-advertisement market, Chinese animation-advertisement market is relatively limited under its particular status. Under the condition, this paper will analyze the current situation of Chinese animation advertisement through the samples from advertising festivals. Finally, the paper concludes finding out ways of development and effective marketing of animation commercial industry in China by checking out animation advertisement in industrial classification between Chinese and world's advertisement market.

• The Korean Journal of Financial Management
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• v.16 no.2
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• pp.91-118
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• 1999

본(本) 연구(硏究)는 기업(企業)의 소유구조(所有構造)와 기업가치(企業價値) 사이의 관계를 분석하여 횡단면(橫斷面) 요인(要因)과 시계열(時系列) 요인(要因)을 결합하는 이론적(理論的) 모형(模型)을 제시하며, 또한 제시된 모형(模型)을 한국증권시장(韓國證券市場)의 자료(資料)를 이용하여 실증적(實證的)으로 분석하여 절충가설이 우리나라 기업에 적용될 수 있는지를 검토하였다. 본(本) 연구(硏究)에서는 기업가치(企業價値)를 나타내는 대용변수(代用變數)로 시장가치 대 장부가치비율을, 독립변수(獨立變數)로는 대주주 1인 지분율을 그리고 통제변수(統制變數)로는 광고비 정도, 기업규모, 재무레버리지, 30대 재벌 비재벌의 가변수(假變數)를 사용하였다. 실증분석 결과 본(本) 연구(硏究)에서 제시된 모형이 상당한 의미를 가지나, 모형(模型)의 설명력(說明力)은 비교적 낮아 본(本) 연구(硏究)에서 제시된 설명변수(說明變數)들이 자본구조(資本構造)의 변동(變動)을 8%정도 설명하고 있다. 또한 본(本) 연구(硏究)에서 제시된 독립변수 대주주 1인의 지분율과 이를 제곱한 것은 통계적으로 의미가 있는 변수가 되고 있다. 이는 대주주 1인의 지분율과 기업가치(企業價値) 사이에는 곡선관계(曲線關係)가 존재한다는 절충가설(折衷假說)을 지지하는 강력한 증거이다. 그리고 본(本) 연구(硏究)에서 제시된 통제변수(統制變數)인 광고비 정도, 기업규모, 재무레버리지 그리고 30대 재벌 비재벌 가변수(假變數) 등은 기업가치(機業價値)를 결정하는 통계적인 의미를 갖는 변수로 밝혀졌으며 회귀계수(回歸係數)의 부호도 기대하였던 바와 일치하고 있다.

• The Journal of the Korea Contents Association
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• v.7 no.11
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• pp.193-204
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• 2007

In accordance with the rapid growth of advertisement business, the advertisement education in college also has grown in quantity. But compared with this growth in volume, the dissatisfaction with curriculum and alumni's business ability is a problem to be settled in advertisement education. The purpose of this research is to provide creative ideas for the improvement of advertisement education in college that is needed for the advertisement field, by means of a survey for those who are concerned in advertisement education including personnel managers in advertisement companies and senior workers who have worked with new faces. The survey was done for 137 employees who are working for advertisement companies. The result of this research shows that there are differences between the education content provided by advertisement education in colleges and the ability needed for business. This research suggests that the curriculum in college should be operated to create the ability required in advertisement business, and two parties concerned in advertisement education (college and advertisement company) need to continually try to extend the mutual interest and understanding.

• Journal of the Korea Convergence Society
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• v.13 no.1
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• pp.179-188
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• 2022

This study discovers the general characteristics of B-class Emotional Advertisements and analyses their trend. A content analysis was conducted on 498 advertisements on-aired between 2015 and 2020, which were sampled from the advertisements registered in the TVCF(www.tvcf.co.kr), the largest advertisement web portal in the Republic of Korea. The analysis concludes that the B-class Emotional Advertisements, employed in a wide range of genre, is most incorporated in comedy/exaggeration genres and is on a rising trend due to 2020 COVID-19 Pandemic. Furthermore, it is confirmed that the utilization of B-class emotional advertisement has also increased in domain of non-commercial advertisements, such as Public Service Advertisements, Governmental/Organizational Advertisements, and Corporate Public Relations (PR) Advertisements. The study validates the transformation of the B-class emotional advertisements from a demonstration of an eccentric minority subculture to an epitome of a new and adventurous mainstream culture, successfully serving a central role in both the commercial and non-commercial sectors. Depicting the caricatures of the social, cultural and economic phenomenon and the recent surge of individual's depression, fatigue and pessimism, B-class emotional advertisements provide sympathetic and emotional alleviating ground for people that contributed to its rise.