• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2017.06a
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• pp.229-232
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• 2017

AR 기술과 장비가 발전하며 다양한 분야에 이를 접목한 콘텐츠들이 생겨나고 있다. 가상광고는 기존의 광고 방법으로는 적용될 수 없는 영역에도 광고가 가능함으로써 광고분야에 새로운 패러다임으로 떠오르고 있다. 본 논문에서는 AR 환경의 가상 광고에 활용할 수 있는 기법을 제안함으로써 관련 기술의 상용화에 기여하고자 한다. 제안하는 기법은 RGB-D 카메라를 사용하여 물체의 3 차원 정보를 복원하고, 선택된 영역의 텍스처를 교체하는 기법과 모델 기반의 카메라 추적기술을 활용하여 실시간으로 물체의 텍스처가 교체될 수 있음을 보일 것이다.

• Journal of Global Scholars of Marketing Science
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• v.18 no.3
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• pp.89-114
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• 2008

Most of the extant studies on communication effects have been devoted to the typical issue, "what types of communication activities are more effective for brand awareness or brand attitudes?" However, little research has addressed another question on communication decisions, "what makes communication activities less effective?" Our study focuses on factors negatively influenced on the efficiency of communication activities, especially of Advertising. Some studies have introduced concepts closely related to our topic such as consumer confusion, brand confusion, or belief confusion. Studies on product belief confusion have found some factors misleading consumers to misunderstand the physical features of products. Studies on brand confusion have uncovered factors making consumers confused on brand names. Studies on advertising confusion have tested the effects of ad models' employed by many other firms for different products on communication efficiency. We address a new concept, Ad noises, which are any factors interfering with consumers exposed to a particular advertisement in understanding messages provided by advertisements. The objective of this study is to understand the effects of ad noises caused by ad models on brand awareness and brand attitude. There are many different types of AD noises. Particularly, we study the effects of AD noises generated from ad model selection decision. Many companies want to employ celebrities as AD models while the number of celebrities who command a high degree of public and media attention are limited. Inevitably, several firms have been adopting the same celebrities as their AD models for different products. If the same AD model is adopted for TV commercials for different products, consumers exposed to those TV commercials are likely to fail to be aware of the target brand due to interference of TV commercials, for other products, employing the same AD model. This is an ad noise caused by employing ad models who have been exposed to consumers in other advertisements, which is the first type of ad noises studied in this research. Another type of AD noises is related to the decision of AD model replacement for the same product advertising. Firms sometimes launch another TV commercial for the same products. Some firms employ the same AD model for the new TV commercial for the same product and other firms employ new AD models for the new TV commercials for the same product. The typical problem with the replacement of AD models is the possibility of interfering with consumers in understanding messages of the TV commercial due to the dissimilarity of the old and new AD models. We studied the effects of these two types of ad noises, which are the typical factors influencing on the effect of communication: (1) ad noises caused by employing ad models who have been exposed to consumers in other advertisements and (2) ad noises caused by changing ad models with different images for same products. First, we measure the negative influence of AD noises on brand awareness and attitudes, in order to provide the importance of studying AD noises. Furthermore, our study unveiled the mediating conditions(variables) which can increase or decrease the effects of ad noises on brand awareness and attitudes. We study the effects of three mediating variables for ad noises caused by employing ad models who have been exposed to consumers in other advertisements: (1) the fit between product image and AD model image, (2) similarity between AD model images in multiple TV commercials employing the same AD model, and (3) similarity between products of which TV commercial employed the same AD model. We analyze the effects of another three mediating variables for ad noises caused by changing ad models with different images for same products: (1) the fit of old and new AD models for the same product, (2) similarity between AD model images in old and new TV commercials for the same product, and (3) concept similarity between old and new TV commercials for the same product. We summarized the empirical results from a field survey as follows. The employment of ad models who have been used in advertisements for other products has negative effects on both brand awareness and attitudes. our empirical study shows that it is possible to reduce the negative effects of ad models used for other products by choosing ad models whose images are relevant to the images of target products for the advertisement, by requiring ad models of images which are different from those of ad models in other advertisements, or by choosing ad models who have been shown in advertisements for other products which are not similar to the target product. The change of ad models for the same product advertisement can positively influence on brand awareness but positively on brand attitudes. Furthermore, the effects of ad model change can be weakened or strengthened depending on the relevancy of new ad models, the similarity of previous and current ad models, and the consistency of the previous and current ad messages.

• The Journal of the Korea Contents Association
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• v.22 no.7
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• pp.102-115
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• 2022

To research the changes of Ramyun in Korea, this paper was went over an historical study through the content analysis of ads. from 1963 to 2012. The study period was divided into 6 stages based on GNI(Gross National Income). The advertisements were classified into new advertisements and all ones, and the advertisements of new Ramyun were categorized with 4 ways. And the most emphasized messages of advertisements and advertising models of each periods were also examined. The total number of new advertisements was 185(3.7/y) and 650 total advertisements(13.7/year). The most emphasized messages were changed from 'taste' and 'high calorie' to 'noodles', 'function(specific nutrition)'. The advertising models were actors, comedians, popular singers, in turn. The 1960's was the period when the fewest new products were advertised to consumers most often. 1980-1996 was the period when the most new products were advertised the most. During the depresseions, all ads were more frequently and new ads were lower advertised. Above results, each period was named as follow, respectively ; the Expansion period(1963~1969), the Set-up period(1970~1979), the Competition period (1980~1987), the Bipolarization period(1988~1997), the Transition period(1998~2003), the Stabilization period(2004~2012).