• International Area Studies Review
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• v.20 no.2
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• pp.141-172
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• 2016

The aim of this study was to view Korean Hallyu stars, the advertisement models of Korean cosmetics brands, as human brands in the Chinese cosmetics market. Furthermore, this study attempted to verify whether the attributes of human brands, such as reliability, professionalism, attraction, intimacy, similarity and favorable impression, affect Chinese consumers' affection toward Korean celebrities, and whether such Chinese consumers recognize the authenticity of the products, sellers, and companies of Korean cosmetics brands advertised by Korean stars. The results of empirical analysis indicated that among the attributes of Korean stars, the advertisement models of Korean cosmetics companies, Chinese consumers' affection toward Korean stars was positively affected by reliability, attraction and similarity, but not by professionalism, intimacy and favorable impression. Furthermore, results showed that the consumers' affection toward Korean stars positively affected the authenticity of the brands advertised by the celebrities.

• Journal of Digital Convergence
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• v.10 no.11
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• pp.287-293
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• 2012

The present paper attempts to account for customers' purchase intention of counterfeit goods. Based on some previous analyses, we have set up a structured model for analysis with a hope to identify the relationship between benefits from using counterfeit goods and motivational factors to purchase them. It is found, first of all, that motivation for ostentation significantly influences personal benefits from using the counterfeit goods. Second, we also find that motivation for satisfaction does not exert any direct influence on the factors of benefits, though it affects decisions to purchase. Third, motivation for practicability has significant influence on personal and, more strongly, on economic benefits. Fourth, quality has significant influence on both personal and economic benefits. Again, this factor is also more closely related with economic benefits than with personal ones. We hope that we will be able to provide practical tips for those who design and plan public service advertisements that intend to reduce purchasing of counterfeit products.

• The Journal of the Korea Contents Association
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• v.21 no.1
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• pp.66-74
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• 2021

As femvertising has raised a great deal of attentions in Korea and abroad, femvertising which focuses on women's equality and empowerment has also brought much pubic attentions. Despite of much attentions, research on femvertising has been scarce. Thus, this study is designed to examine antecedents and consequences of attitude toward femvertising. For antecedents, this study proposes perceived congruence and perceived authenticity; as consequences, it proposes attitude toward brand, purchase intention, and e-word-of-mouth intention. A total of 278 college students participated in the study in return for course credits. Study results suggest that both perceived congruence and perceived authenticity are positively related to attitude toward advertising. In sum, when consumers perceive that femvertising messages are congruent with the company's brand image and the ad messages are authentic, positive attitude toward ads is likely to increase. Findings also suggest that attitude toward femvertising is positively related to attitude toward brand, purchase intention, and e-word-of-mouth-intention. In the last section of this paper, we discuss theoretical and practical implications..

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.12 s.159
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• pp.1672-1682
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• 2006

Attitudes about the ideal body are influenced by media, including fashion magazine advertisements. The purpose of our study was to analyze the ideal body image for males and females in contemporary society. We analyzed the contemporary ideal gender image through the examination of physical characteristics(body type, age), and fashion styles(hair, make up, supplements, clothing styles, body exposure) in fashion advertisements published in Gentlemen's Quarterly(GQ) and Vogue issued during 2002. The results indicate some blurring in masculinity and femininity resulting in gender neutralization and naturalness pursuing natural appearances. But, some previous beauty norms related to masculinity and femininity remained.

• Journal of the Korean association of regional geographers
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• v.9 no.2
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• pp.217-231
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• 2003

The purpose of this study is to examine the characteristics of advertizing maps which were presented in one of the major daily newspapers(JoongAng Ilbo) from 1966 to 2000. The use of advertizing maps has been gradually increased year by year. Advertizing maps have appeared much frequently in spring and fall seasons, in October, and on Saturday and Wednesday. The predominance of such seasons, month, days is related to the real estate advertizement. The important categories which have been presented frequently are real estate for sale(62%), clothing sale(7%) and the image advertizement of big corporations(3%). Locator maps are preferred in the first two categories and background maps are usually used in the corporation advertizement. The symbols in the maps are different according to the custom, interest and the preference of map-producers and clients. The basic symbols for the good map, which are required in the general cartography, are scarcely shown in the advertizing maps. That is because the goal of advertizement is to appeal visually to consumers, therefore, the creativity of map-producer and the attraction of maps to draw the reader's interest are much required in the advertizing maps. It is concluded that the advertizing maps have their own values in themselves and we have to treat the journalistic cartography as a special field in cartography.

• Journal of the Korean Data and Information Science Society
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• v.24 no.2
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• pp.289-301
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• 2013

We analyze respondents' reaction to Obama's advertisement, titled 'Fix the Economy'. These respondents are divided into three groups of democratic party, republican party and independent group. By manipulating the skin complexion of the Obama photo, participants were either exposed to the dark or light version of the Obama photograph. In order to obtain decorrelated stationary data, we have applied the discrete Fourier transform to each curve and then we have applied Fan (1998)'s adaptive Neyman test to the discrete Fourier transformed data. As a result, a significant difference is found out only in the independent group.

• Archives of design research
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• v.17 no.3
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• pp.363-372
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• 2004

Lannon(1994) asserted, 'Today consumer market has reached its maturity, and products gets more and more similar. So brands should be distinguished from competitors by emotional values.' Parody ads, one of advertisements appealing to emotion, would distort some original work well known to the public with its blemish or seriousness on target by imitating or exaggerating it regardless of expression styles, and announce the results to criticize the work itself or social situations or excite laughter. Such parody ads are stimulating consumers' emotion in particular and diverse methods. But This study on parody and especially parody in advertising, deals with the basic concepts of parody in advertising, as well as copyright infringement issues highlighting the different legal interpretations in American and Korean law when dealing with indiscreet cases of parody in advertising. some suggestions are made on desirable and forword-looking solutions. Different to the acceptance of parody in the American culture, Korean law was limiting in allowing parody to be used and applied.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.16 no.2
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• pp.55-62
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• 2016

Recently, users choosing a restaurant basedon information provided by blogs are increasing significantly. However, those of most blogs are unreliable since domestic restaurant blogs are occupied by advertising postings written by 'power bloggers'. Thus, in order to ensure the reliability of blogs, it is necessary to filter the advertising blogs which are sometimes false or exaggerated. In this paper, we propose the method of distinguishing the advertising blogs utilizing an automatic classification technique. In the proposed technique, we first manually collected advertising restaurant blogs, and then analyzed features which are commonly found in those blogs. Using the extracted features, we determined whether a given blog is advertising one applying automatic classification algorithms. Additionally, we select the features and the algorithm which guarantee optimal classification performance through comparative experiments.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.21 no.8
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• pp.475-484
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• 2020

This monograph was probed effectively by using practical methods in a subjectivity study that was accessible in depth, departing from bygone behavior of functional quantity analysis of awareness and the opinions of young people about the general (public) model of TV advertising. The perception patterns resolved in this study sorted out four types in a Q-methodology. The result is divided as follows: 1 [(N=7): Advertising Consensus Type], 2 [(N=7): Advertising Negative Type], 3 [(N=5): Advertising Purchasing Reduction Type], and 4 [(N=1): Advertising Persuasion Orientation Type]. As such, we found very different types all over. Finally, this study reviews subjective acceptance as to the type of model reception with regard to general TV advertising, offering a developmental suggestion on the issue, and an agenda about it.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.197-206
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• 2021

This study examined the networked structure and message types of newspapers advertisements in which universities have put in Daegu and Gyeongbuk provinces in Korea. Data were collected from July to September in 2020. As a result, universities preferred newspapers located in Daegu and Pohang areas. Next, universities have emphasized their cooperations with industries, basic competency capacities, and specialization programs in the advertising messages. When analyzing the findings in terms of university level, key words related to mid- to long-term development plans often appeared in the four-year schools. On the other hand, two or three-year universities frequently used an appeal that emphasized tangible performances. The findings showed the way in which the direction of university newspaper advertisements have been set in line with the rapidly changing environment.