• The Journal of the Korea Contents Association
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• v.19 no.8
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• pp.345-358
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• 2019

In this study, we wanted to identify the level of ad avoidance, type of ad avoidance and predictors that affect ad avoidance according to mobile ad formats. A survey was conducted on users who had experienced mobile ads and a total of 276 responses were used for the analysis. Studies showed that push ad had the highest level of avoidance. In addition, when looking at the type of ad avoidance, the highest ad avoidance type was immediate ad avoidance in all established ad formats and the lowest ad avoidance type was prior ad avoidance. The results of predicting ad avoidance showed that among 11 independent variables, perceived intrusive variable had a positive (+) effect in all ad formats except push ad and attitude toward mobile ad variable had a negative (-) effect in the push ad. This study is meaningful in that it was a comprehensive comparative analysis by subdividing the advertising formats implemented in mobile. This study is also meaningful in that studying how ad avoidance levels and avoidance types differed accordingly and what were the variables that affect ad avoidance. It also had the practical significance that could help establish an efficient ad execution strategy that reflected the characteristics of mobile devices.

• Science of Emotion and Sensibility
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• v.19 no.1
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• pp.111-126
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• 2016

As the marketing value of Facebook advertisements increases, companies seek to create successful Facebook advertisements in order to promote their brands or products. This research aims to identify Facebook advertising factors that influence users' eye movements and attention, and thereby to investigate effective visual elements of Facebook advertising contents. Firstly, we identified two contributing factors influencing users' responses to Facebook advertisements: the formats of advertising contents(Text, Text in Image, and Movie) and the product properties(Involvement, Think/Feel). Based on theoretical reviews, eye tracking tests and surveys were conducted in order to examine how these two factors affect users' responses on Facebook, i.e. visual perception and users' purchasing responses. It was found that there were distinctive patterns of users' visual perceptions and purchasing behavioral responses according to the formats of the advertised contents. Meanwhile, the advertised products' properties influenced only the users' purchasing responses. Finally, the key findings of this research offer helpful guidelines for providers and developers to create effective SNS advertisements.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.15 no.3
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• pp.1345-1354
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• 2014

This paper has analyzed how the format of the text page and the contents of space surrounding the text in the news stories of the portal sites are made-up. The result of analysis showed that the formats of the text page in Naver news story were more intricate than those of Daum, Nate and Yahoo. Also, Naver was higher in the number of advertising, the type of advertising, the entertainment contents, and various types of contents than other three portals. Especially, the percentage of new story related to entertainers was the highest. It was the portal site Daum that advertised the news story most of all in its text page. In contrast, it was portal site Yahoo that inserted the advertisements least of all. But from the whole sides, it was found that the formats and contents of the text page of the news story in these three portal sites have similarly been made-up. Consequently speaking, for the serviceability of use in news story, it can be evaluated that the news service method in portal sites is higher than that in press dot coms.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2012.07a
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• pp.51-54
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• 2012

본 논문에서는 스테레오스코픽 비디오 응용 포맷(Stereoscopic video Application Format)을 기반으로 IP환경에서 3차원 광고, 홍보 및 교육 등에 직접적으로 적용될 수 있는 3D Push 서비스 시스템을 제안한다. 스테레오스코픽 비디오 응용 포맷은 모바일 및 고정형 환경에서 스테레오스코픽 비디오 저장 및 전송을 위한 파일 포맷으로서 다양한 3D 디바이스에 공통으로 적용될 수 있으며 국제표준(ISO/IEC 23000-11)으로 채택되었다. 제안한 시스템은 스테레오스코픽 콘텐츠를 토대로 프로그램 저작을 위한 저작 및 저장을 위한 저작도구, 저작된 프로그램을 스케줄링하고 각 클라이언트의 요청에 따라 전송 관리하는 서버 및 프로그램에 따라 자동 3D 디스플레이 및 사용자 인터랙션을 제공하는 플레이어로 구성된다. 또한, 제안하는 시스템은 국제표준을 토대로 다양한 3D 디바이스와 호환성을 제공하며 모바일 및 고화질 3차원 서비스를 제공할 수 있으며, 각 사이트 과금에 따라 3D 프리미엄 서비스 및 Non-tapeless기반의 원격관리 3D Push 서비스를 제공하는 장점을 가진다.

• The Journal of the Korea Contents Association
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• v.15 no.3
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• pp.318-326
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• 2015

In the age of media convergence the influx of foreign TV content is quickly influencing the landscape of Korean media. The objective of this research is to analyze and explore the localization and Koreanization of Master Chef USA into Master Chef Korea and how its successful adaptation, transformation, and localization was made possible. The study pays close attention to TV personalities' relationships, behaviors and communication skills along with the choice of food ingredients and themes in the 2014 episodes for both Master Chef USA and Master Chef Korea. Furthermore, the research seeks to challenge the widely spread belief that localization of foreign TV content serves the public interest. Rather it seeks to articulate that depending on the media environment, private entities are becoming the benefactors of foreign TV content adaptations.

• Archives of design research
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• v.17 no.3
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• pp.303-312
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• 2004

The purpose of this study is to activate the study on movercial. To accomplish of this, the objectives of this study are two-fold. First, this study attempts to find out how movercial are interpreted and experienced compared to product placement; and secondly, to delineate experience and interpretation in terms of the themes of movie centrality and consumption-specific relevance. This study attempted qualitative approach comparing to the criteria consisted of the themes of movie centrality and consumption-specific relevance to gain in-depth understanding of how movercial which is popped up and regarded as a newly creative format in the diffusion of internet culture and mobile communication environment is experienced and interpreted. For this aim, the moviegoer informants were classified into frequent and infrequent based on the classification method of previous product placement study of Delorme & Reid(1999) and Focus Group Interviews and In-depth Interviews were executed for understanding of how are experienced. Major implications of this study were as follows. First, prior experience of brand exposure from movercial enhanced familiarity for advertising in real-life. Second, movercial can be used to influential tools for purchasing decision with advertising and product placement. Third, informants experienced uncomfortable feeling of change and discomfort against the format of hybrid commercial message such as movercial and PPL which is penetrating into the culture and art at large.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2013.11a
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• pp.88-91
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• 2013

방송 콘텐츠의 판매수익은 한류 열풍, DMB, IPTV등 다양한 전송 매체의 등장으로 계속 증가 하고 있다. 콘텐츠 재판매를 위해선 콘텐츠에 있는 광고, 예고편 등과 같이 본 내용에 해당하지 않는 불필요한 부분을 제외한 본 내용만 원하는 포맷으로 재 인코딩 한다. 각 방송사는 이 작업을 수동으로 처리 하고 있다. 본 논문에서는 원 콘텐츠 변형 없이 영상 분석과 콘텐츠의 부가 데이터를 통해서 본 내용만 자동으로 검출 재 인코딩하는 시스템을 제안 한다. 또한 본 시스템은 자막도 재가공시 자동으로 삽입 할 수 있다.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2007.02a
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• pp.3-8
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• 2007

최근, 실감 영상에 대한 관심과 요구가 증가하면서 신개념 서비스인 3차원 다시점(Multi-view) 방송에 대한 연구가 다양하게 진행되고 있다. 이와 더불어 광고와 게시를 목적으로 입체 영상과 입체 디스플레이 장치의 수요가 증가하고 있어, 앞으로 다시점 영상 콘텐츠와 디스플레이 장치가 활발하게 보급될 전망이다. 다시점 영상 콘텐츠는 제작 단계에서 컴퓨터 그래픽스 객체를 합성하면 보다 목적에 부합하는 콘텐츠를 제작할 수 있다. 본 논문에서는 다시점 카메라로부터 얻은 RGB 텍스쳐 데이터와 깊이 테이터에 컴퓨터 그래픽스 객체를 합성하여 다시점 합성 영상을 생성하는 방법을 제안한다. 또한, 제작된 다시점 합성 영상을 검증하고 재생하는 다시점 비디오 뷰어를 설계, 구현 한다. 가상의 다시점 영상에 그래픽스 객체를 합성하는 방법은 후 합성 기반으로, 임의의 그래픽스 객체 모델을 생성하여 깊이 정보를 부여하고, 가상 시점 영상의 생성과 동일한 방법으로 그래픽스 객체의 각 시점별 영상을 생성한다. 끝으로 깊이정보를 사용하여 가상 시점 영상의 적절한 좌표공간으로 그래픽스 객체를 삽입한다. 그래픽스 합성의 정확성 검증을 위해 다시점 그래픽스 합성 영상을 디스플레이하는 뷰어는 2D 및 입체를 모두 지원하고, view switching, frozen moment, view sweeping 등의 interactive special effect기법과 다양한 포맷의 저장이 가능하다. 또한, 입체 영상의 실험에서는 그래픽 객체의 입체감 조절을 위해 실제 카메라 시점 간에 필요한 중간시점영상의 개수를 결정할 수 있다.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.18 no.4
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• pp.1000-1006
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• 2014

This study focuses on the fact that a OTT service is vigorously used for smart phones, and suggests a design of method to trace the experiences of watching television contents. For this purpose, we developed logging functions and embedded them into existing OTT service application to record flow and pattern of watching context. This paper suggests a log file format which can accurately and precisely record watching actions of users per-second methodology rather than former per-minute methodology. Moreover, this study shows that the application can trace watching attitude according to occurring events by characteristics and playing modes of realtime broadcasting, VOD, advertisement contents. In addition, based on the result of the study, this paper discusses educational, operational meaning of the method such as methodological application in mobile ethnography field or survey for total screening rate.

• Journal of Korea Society of Industrial Information Systems
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• v.15 no.5
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• pp.105-111
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• 2010

SWF(Shock Wave Flash) file is a format file for vector graphics produced by Adobe. It is widely used for a variety of contents such as advertising at websites, widgets, games, education, and videos and it contains various types of data such as sound sources, script, API and images. Many SWF files contain URL information on action script for communication in the network and they can be used as important research data as well as PC users' Web Browser history in terms of forensic investigation. And a decompiler for analyzing SWF files exists by which SWF files can be analysed and URL information can be verified. However, it takes a long time to verify the URL information on action scripts of multiple SWF files by the decompiler. In this paper, analysis of URL information on action scripts and extraction of URL information from multiple SWF files by designing analysis tools for URL information in SWF files is studied.