• The Journal of the Korea Contents Association
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• v.7 no.11
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• pp.158-166
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• 2007

Study on how a visual image of sex-appealing advertisement is meaningfully functioned and how customers recognize it is necessary but preceding studies about it are not sufficient. Therefore, this study analyzed effect of advertisement and its reaction according types of visual expression in sex-appealing advertisement and also, it found effective expression type of sex-appealing advertisement. As the result, according to appealing types of eroticism and pornograph, attitude on advertizement and intention of purchase showed difference and according to expressing types, there was difference in attitude on advertisement, attitude on brand, and intention of purchase. But there was not interactive effect between appealing type and expressing type. Such results implied that in using eroticism advertisement strategy, white and black color had higher expressing effect than natural color, to raise effect of brand, artistic sense and eroticism strategy were needed, and to raise intention of purchase, naked expression of pornograph was more effective.

• Journal of Digital Convergence
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• v.14 no.8
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• pp.177-183
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• 2016

Augmented Reality(AR) has been further developed through connectivity with Artificial Intelligence (AI), Big Data, the Internet of Things(IoT). The interest of AR in the advertising is on the increase. However, it needs to explore the use of AR technology in advertising based on user experience rather than the technical aspects. This study is very significant in that it is the exploratory study which provides guidelines in the field of utilizing AR, particularly based on direct user experience. In addition, through a quantitative survey, it checks the validity of the present study to verify the impact of utilitarian, experiential value of AR ad on brand attitude as consumer attitude. The characteristics of AR ad based on user experience through this study will provide guidance to utilize AR ad, utilizing AR technology in various fields, such as education and exhibitions in developing convergence contents that can provide practical value.

• The Journal of the Korea Contents Association
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• v.20 no.1
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• pp.675-683
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• 2020

This study has investigated how attachment anxiety boosts the attitude on charity appeals. Drawing on the attachment theory, we tested the hypothesis that increasing attachment anxiety (both dispositionally and temporarily primed) would have favorable attitudes towards charity appeals relates to social identification. Participants in high attachment anxiety showed more favorable attitudes towards charity appeals which can fulfill their social needs. Needs for belongness mediated the relationship between charity appeals and attachment anxiety. While past research has focused on the attachment security as motivation for helping, The current study has focused on egoistic motivation for helping and examined that attachment insecurities leads more favorable attitudes towards charity appeals that fulfill their social needs. The current study demonstrates that social needs can motivate consumers' prosocial behavior. Implications for the theory of non-profit marketing are discussed.

• The Journal of the Korea Contents Association
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• v.19 no.12
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• pp.376-388
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• 2019

One important online marketing practice to emerge in recent years is online behavioral advertising. Online behavioral advertising entails a range of issues, including the following: personal information collection and usage agreements (three conditions: no agreement, agreement, or agreement with a reward), consumers' levels of perceived personalization (low vs. high), and consumers' level of online privacy concerns (low vs. high). The effects of all these is what this study is designed to examine, as it evaluates online behavioral advertising. Study findings suggest that types of information collection and usage agreement play a pivotal role in the evaluation of online behavioral ads. Individuals who provided the informed consent form with the possible reward had a more favorable attitude toward the brand than individuals who provided the informed consent form without a possible reward. In terms of personalization, the level of perceived personalization of the advertising message impacted consumers' attitudes toward the online behavioral ad and toward the brand. Finally, online privacy concerns appear to impact consumers' attitudes toward the online behavioral ad and toward the brand. Theoretical and practical implications are also discussed.

• Journal of the Korea Convergence Society
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• v.12 no.7
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• pp.153-158
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• 2021

The objective of this research was to examine how cultural values expressed in the contents of government and public institutions advertising, based on individualism-collectivism. This study investigated the extent to which government and public institutions print advertisements in Korea and U.S. Study 1 examined the extent to which government and public institutions print advertisements in Korea and U.S. use its intrinsic cultural values. Study 2 carried out experiment to study cultural differences in relative reaction of collectivistic and individualistic government and public institutions print advertising appeals in two countries. Findings of this study showed that cultural background plays role in the usage of government and public institutions print advertising messages and persuasive communication processes. Global marketers and advertisers realize the significance of the cultural similarities and differences that occur in diverse cultures.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.20 no.6
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• pp.7-14
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• 2020

This study was conducted as an exploratory study to redefine and examine what differences from native advertisements defined in previous studies through analysis of the types and formats of native advertisements appearing on media platform. A total of 159 samples in their twenties, and the results of looking at native ads currently appearing on media platform are as follows. First, native ads were running in the order of YouTube, Instagram, and Facebook. Second, it can be seen that it is being executed as a targeted advertisement for the 20s. Third, we could see that native ads are being executed a lot in the form of content or feed. It can be seen that the evolution of native advertising is being executed centering on content, focusing on fun and interest in the form of video, and its form and type are gradually evolving around the platform.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2009.11a
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• pp.353-356
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• 2009

방송 콘텐츠의 소비 경로가 다양화되고 시청 습관이 개인화 되는 추세에 따라 광고주는 그들의 광고가 임의의 대중이 아닌 실제 고객이 될 가능성이 높은 시청자에게 전달되기를 원하며, 그 결과까지 알고 싶어한다. 시청자 개개인에 맞추어 최적의 광고를 선택하기 위해서는 고정된 가입자 정보의 참조에 그치지 않고 송출한 광고를 특정 시청자가 실제 시청하였는지, 추가로 제공되는 양방향 광고에 참여하였는지 여부를 매번 측정하여 스스로 보완되는 구조를 가질 필요가 있다. 본 논문은 이러한 피드백 알고리듬을 기반으로 프로그램 정보와 시청자 정보, 광고의 내용 및 송출 정보를 조합하여 광고주의 의도와 시청자 특성에 맞는 최적의 광고를 송출하는 시스템 구조를 제안한다.

• Proceedings of the Korea Information Processing Society Conference
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• 2009.04a
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• pp.161-162
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• 2009

기존의 MFC 기반의 프로그래밍에서의 멀티미디어 콘텐츠의 이용과 인터페이스 구현은 복잡한 구성과 비효율적인 소스로 구성되어 있어, 사용자의 접근이 어려운 단점을 가지고 있다. 본 논문에서는 멀티미디어 콘텐츠를 이용한 광고프로그램을 MFC 기반에서 ActiveX Control을 사용하여 효율적으로 구현하는 방법을 제안한다. 제안한 기법은 사용상의 편의성을 가지고 있는 ActiveX Control을 사용하여 동영상과 HTML파일과 같은 멀티미디어 콘텐츠를 활용할 수 있는 광고 시스템을 효율적으로 제작 할 수 있도록 한다. ActiveX Control을 이용한 시스템의 구현 결과 기존의 MFC를 사용한 프로그램보다 단순한 구조를 가지는 것을 확인 할 수 있었고, 이로 인한 프로그래밍 시간의 단축을 가져왔다. 구현 결과를 주관적인 입장에서 관찰 하였을 경우 기존의 다른 방법으로 구현된 결과보다 시각적으로 뛰어남을 확인할 수 있었다. 본 연구에서 사용된 방법을 지능형 광고 응용 프로그램이나 멀티미디어 응용프로그램과 같은 시각적 효과를 고려한 프로그램을 시간적 효율성과 코딩의 복잡도를 고려하여 작성할 경우 효과적일 것이다.

• Proceedings of the Korea Information Processing Society Conference
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• 2008.11a
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• pp.788-791
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• 2008

본 논문에서는 TV-Anytime Forum에서 정의된 양방향 환경에서의 사용자 정보에 기반한 맞춤형 콘텐츠 및 광고 서비스를 설계 및 구현한다. 구현된 시스템은 TV-Anytime Forum 표준을 만족하며, 콘텐츠의 로케이션 리졸빙, 멀티미디어 콘텐츠의 추천 등을 지원한다. 이를 위하여 메타데이터 저장 모듈, 개인화 TV 에이전트, 사용자 콘텐츠 사용정보 생성기 등을 구현했으며, 클라이언트 단말에서는 SOAP 오퍼레이션을 통해 콘텐츠 정보를 수집한다. 클라이언트에서는 사용자 정보를 생성 및 관리하며 이를 바탕으로 사용자에게 적합한 콘텐츠 및 광고 정보를 추천한다.

• The Journal of the Korea Contents Association
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• v.17 no.3
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• pp.609-623
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• 2017

This study intends to find the meaning of signs' configuration in Korean and British school uniform advertisements, to investigate through reproduction of such signs what influences on students' identity issues are, and to discover the cultural significance of the both nations by analysing sexuality discourses around these ads. The authors apply semiotic analysis methods such as two-stage meaning structure and critical discourse analysis. The research subjects are School uniform advertisements of both in South Korea and in the UK. Through this study, women objectification, the power imbalances between men and women, and child erotica were revealed, and also the uniforms of the meaning and value turned out to be distorted. In addition, on the basis of critical discourse analysis, two nations' school uniform ads, which heavily focused on sexual objectification and commercialism, transformed aspects of unusual esthetic value, reminded of Lolita fantasy, implied wrong justification of deviant sexual orientation, and, caused Korean and British students the confusion of sexual identity and values.