• The Journal of the Convergence on Culture Technology
• /
• v.8 no.6
• /
• pp.455-462
• /
• 2022

This study attempted to examine the problems of the expression and format of native advertisements appearing on various platforms and to prepare a plan to regulate them. To this end, in-depth interviews were conducted to those in charge of advertising practice and examined. First, as a problem with the expression and format of native advertisements, it was considered that the congestion and deception of indiscriminate native advertisements appearing on various platforms could bring negative perceptions to consumers. For the second user's interaction, it was considered that customized advertising expressions through targeting by platform should be produced. Third, regarding the regulation of native advertisements, it was suggested that regulatory measures for consumer protection should be prepared and that market autonomy should be left to it. A strategic operation plan for native advertising according to various platforms should be prepared.

• Proceedings of the Korea Society of Design Studies Conference
• /
• 2001.05a
• /
• pp.102-103
• /
• 2001

• Journal of Korea Entertainment Industry Association
• /
• v.14 no.7
• /
• pp.389-395
• /
• 2020

This discussion is a study that proposes to introduce a strategy to positively interpret the narrative meaning in media language based on a generalized cognitive environment in order to activate correct media literacy in the era of cultural convergence. have. In particular, by using advertising content that has the most reinforced creativity related to cultural interpretation, it was induced to grasp the informational manifestation of that era and to reproduce meaning interpretation with relevance. In addition, it attempted to utilize an argumentative writing strategy in the process of reproducing Korean language learners' writing, which was capable of cognitive interpretation. The intention of the public service advertisement content developer always expects a positive effect in the social and cultural aspect, and the learner dreams of reflection and a correct future through the effect. The research on activating media literacy in the era of cultural convergence, which I intended, has not yet been much discussed. We hope that the proposed discussion of this study will be actively utilized in mass media language education of the contents of textbooks for Korean language learners, and we are sorry for the part that does not contain quantitative analysis contents, and we expect the results in subsequent thesis.

• The Journal of the Korea Contents Association
• /
• v.19 no.7
• /
• pp.199-210
• /
• 2019

Virtual Advertising, which was introduced exclusively in sports casting programs in 2010, has enlarged its scope to terrestrial TV networks' sports news, entertainment shows, and dramas by 2015. Such advertising deregulation allows broadcasting business operators to insert more various virtual advertising methods into TV programs. Despite recent evaluation that virtual advertising was deregulated to a large degree, it is still inadequate compared to foreign state of affairs and has a lot of room for growth. Therefore, this research explores a literature review of virtual advertising in other countries and considers possible ways for virtual advertising in Korea to move forward. Additionally, through in-depth interview with seven virtual advertising experts, the research unravels positive and negative impacts of virtual advertising as well as its current state of affairs and struggles. This research also analyses the regulation of virtual advertising and finally explores possible revitalization strategies. The results of the research show that it is necessary to first improve the viewers' favorable concerning virtual advertising in order to revitalize virtual advertising. Revitalization will also require a clarification of regulation as well as a more unified and consistent content review and rating system. Furthermore, it is imperative that data of advertising impact will be accessible to advertisers and that advertising regulation will loosen. Revitalization will also require a clarification of regulation as well as a more unified and consistent content review and rating system. Furthermore, it is imperative that data of advertising impact will be accessible to advertisers and that advertising regulation will loosen. It is necessary to further develop new techniques and creators of virtual advertising. The research suggests strategies and alternative paths for the growth and revitalization of the virtual advertising market in light of recently revised law.

• Broadcasting and Media Magazine
• /
• v.7 no.4
• /
• pp.33-40
• /
• 2002

최근에 축구 중계 방송에서 경기장 바닥에 로고와 함께 득점 상황을 보여주거나 대형의 가상 전광판 같은 그래픽 영상을 경기장에 실레조 존재하는 듯이 합성하여 보여주는 것을 종종 볼수 있다. 이를 가능하게 하는 것이 가상이미징(virtual imaging) 기술이며, 외국에서는 가상광고(virtual advertising)로도 이용하고 있다 본고에서는 새로운 영상합성 기술로 각광받고 있는 가상이미징 시스템에 대하여 살펴 보고자 한다.

• Broadcasting and Media Magazine
• /
• v.2 no.1
• /
• pp.73-81
• /
• 1997

방송사업자가 광고 및 저작권료에 의지하지 안하고 전문적인 방송을 가능케하는 유료방송은 제한수신 서비스로 가능하다. 본 논문에서는 제한수신 서비스의 종류와 이를 가능케하는 제한순신 시스템의 기능/구조/동작원리에 대하여 기술하여 방송환경에 적용할 수 있는 일반적인 제한수신구조를 제시한다.

• The Journal of the Korea Contents Association
• /
• v.15 no.4
• /
• pp.139-152
• /
• 2015

One of the most latest trends in today's marketing practice is to create branded contents for interacting with online consumers. Marketers are increasingly adopting behind-the-scene contents which disclose a brand's backstage information in their contents marketing efforts. The current study conceptualizes this behind-the-scene storytelling based on dramaturgical theory and investigates its impacts on consumer responses. The study also examines how consumers advertising skepticism level would influence on the evaluation of branded contents. In addition, the moderating role of advertising skepticism in evaluating brand's backstage information is investigated. The findings suggests that consumers who are exposed to brand's backstage indicate greater information attitude, brand attitude, and purchase intention than those who are not exposed to brand's backstage. Also consumers who have lower advertising skepticism evaluated branded contents more positively than high ad skepticism consumers. Lastly, the moderating role of advertising skepticism on the impact of brand's backstage disclosure is reported.

• The Journal of the Institute of Internet, Broadcasting and Communication
• /
• v.23 no.6
• /
• pp.15-20
• /
• 2023

This paper is a study on the development of an artificial intelligence (AI) system algorithm that recommends indirect advertising products suitable for character web dramas. The goal of this study is to increase viewers' content immersion and help them understand the story of the drama more deeply by recommending indirect advertising products that are suitable for writing lines for web dramas. In this study, we analyze dialogue and plot using the natural language processing model GPT, and develop two types of indirect advertising product recommendation systems, including prop type and background type, based on the analysis results. Through this, products that fit the story of the web drama are appropriately placed, allowing indirect advertisements to be exposed naturally, thereby increasing viewer immersion and enhancing the effectiveness of product promotion. There are limitations of artificial intelligence models, such as the difficulty in fully understanding hidden meanings or cultural nuances, and the difficulty in securing sufficient data for learning. However, this study will provide new insights into how AI can contribute to the production of creative works, and will be an important stepping stone to expand the possibilities of using natural language processing models in the creative industry.

• Proceedings of the Korean Operations and Management Science Society Conference
• /
• 2005.10a
• /
• pp.414-421
• /
• 2005

시청률은 각 방송사의 주요 수입원인 광고비 책정의 중요한 변수이다. 따라서 프로그램 편성자(Program Planner)는 경쟁 방송사의 편성을 고려한 시청률 최대화 전략을 수립하려 하며, 시청률 예측 모델을 사용하여 그 목적을 달성할 수 있다. 나아가 시청률 예측모델이 정확할수록 현재의 임의적인 광고비 책정 방식보다 정확한 광고비의 가격 책정이 가능해져 보다 합리적인 광고 및 미디어 시장 환경을 성립할 수 있다. 본 연구에서는 최근의 국내 TV 시청률 자료를 이용하여 국내 공중파 방송에 대한 시청률 예측 모델을 성립하고, 이를 이용한 시청률 최대화 전략을 제시한다.

• Journal of Digital Contents Society
• /
• v.18 no.2
• /
• pp.293-301
• /
• 2017

This study collects 112 webtoon advertisements by Google extended search to reveal the narratives of webtoon in persuasive communication context. The results of content analysis are as follows. First, product categories are found relatively more in number such as content and game, cosmetics, public service announcement than other products. Second, the number of webtoon advertisements has increased these seven years; rather drastic increase is found in 2013. Third, as for the origin, brand webtoon is the largest number of all types. Fourth, there is a significant difference between public interest products and commercial products in absurdity advertising number. Commercial products use a variety of genres such as romance, drama, everyday life, including absurdity, while public interest products focus mainly on everyday life.