• Journal of Advanced Technology Convergence
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• v.2 no.3
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• pp.49-58
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• 2023

This study tried to verify the context effect in cosmetics advertisements by examining the cosmetics advertisement effect according to whether the brand image and the model image matched, and whether the brand image and the advertisement copy were harmoniously perceived. To this end, data were collected using the brand value type (3) × advertisement copy type (3) factorial design. The results are as follows. First, as a result of confirming the advertising effect according to the matching of the cosmetic brand image and the model image, it was found that both the advertising attitude and purchase intention were significantly high when the model image and the brand image matched. Second, it was confirmed whether there was a difference in the advertisement effect according to whether the cosmetic brand image and copy type matched. As a result, consumers who perceived that the cosmetic brand image and copy type matched had significantly higher advertising attitudes and purchase intentions than consumers who perceived that the copy type did not match. It is expected that it will provide validity as to whether the copy strategy should be established by incorporating the context effect when setting up a copy strategy for cosmetics advertisements in the future.

• Archives of design research
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• v.19 no.4 s.66
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• pp.145-154
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• 2006

In today's brand apartment ads, the image of high-tech apartment seeking consumers' convenience thanks to the introduction of ubiquitous and the image of nature-friendly apartment stressing consumers' well-being life have become a main stream. However, it seems that there lacks differentiation in expressing ad images, except some brands. This may also be related to the matter of providing effective communication, which is the ultimate goal of advertisement. Therefore, to suggest the effective communication methods of brand apartment ads, this study semiologically translated first the images thai recent brand apartment ads present, and then in order to review whether these images are properly delivered to consumers, this study conducted the image survey for brand apartment ads with 123 subjects, who are the group of design professionals. As a result, the survey showed that, in the semiological translation of ad expression, meaning sharing is made when ad concept and ad image are semiologically consistent, and it showed that the realization of successful ad communication between advertisers and consumers is possible, which starts from this kind of meaning sharing. Based on the results of this study, we could know that the introduction of semiology into ad planning can be a logical judgment criterion to provide effective ad communication.

• Journal of Digital Convergence
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• v.19 no.12
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• pp.397-404
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• 2021

Product image location in search engine advertising plays an important role in consumer perception when the product is relatively low involved and has functional value. The purpose of this research is to investigate the interaction effects of product image location and product type on advertising effectiveness. Building on the literature of location effects, we show that for products for which heaviness is considered a positive attribute, product image placed on the right are preferred. To test hypotheses, a 2(product image location: left vs. right) × 2(product type: single vs. bundle) experiment is conducted and a total of 144 paricipants took part in the experiment. The results revealed that respondents show higher brand attitude and purchse intention toward a bundle product's advertising with product image place on the right. The results provide implications and suggestions for improving search engine advertising and marketing strategies.

• Archives of design research
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• v.21
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• pp.77-86
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• 1997

Modern society has created the age of mass media image. Advertising media strongly stimulate and influence the image contact and the frequency of receivers by visual communication media in everyday life. Until today no consciousness concerning the necessity of typographic visual image and it's selection for newspaper advertising has been developed. The necessity of headline typography visual image in newspaper advertising and it's selection should be considered a problem that must be solved by a more reasonable and logical approach, like it is done in the case of advertising copy, in order to increase the efficiency of advertising for the consumer.

• Science of Emotion and Sensibility
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• v.15 no.4
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• pp.489-502
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• 2012

Storytelling advertising is one of the most popular ad types in marketing field. However, there has been little attention to storytelling ads in consumer and advertising research. To examine the effectiveness of different types of advertising, this study collected 9 commertial ads, which consisted of 3 advertising types(storytelling, informative, image) ${\times}$ 3 products(digital camera, coffee, health drink). We investigated the differences in emotions after ads and arousal level, as well as the advertising effectiveness among the three types of advertising. Preliminary analysis revealed that the emotions after ads could classified into two distinct emotion types, affective emotions and cognitive emotions, and we used the two emotion types as emotions after ads to simplify the results. The results indicate that the storytelling ads are more effective than the image ads, but this power of storytelling ads may not be found in the comparison with informative ads. It is also found that storytelling ads can help form a more positive attitude for males than for females, whereas image ads can have an more impact on females than males. In addition, it can be proposed that affective emotions after ads may play an important role in the effectiveness of advertising types, but the interaction effects of advertising types and gender may depend on the cognitive emotions after ads.

• (The) Korean Journal of Advertising
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• v.28 no.3
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• pp.53-81
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• 2017

As online video advertising market grows, viral advertising is drawing attention. This study investigated factors influencing consumer's sharing intent of viral advertising each from four dimensions which are content, sender, consumer, and network. As a result, factors of persuasive intent, brand-ad image fit, perceived self-presentation, and bridging social capital were found to affect consumer's sharing intent of viral advertising. And persuasive intent of content was found to be negatively affect consumer's sharing intent. Social value and bonding social capital were not found to have significant influence on consumer's sharing intent of viral advertising. From the analysis of this result, this study suggested future research topic and academic/practical implications.

• Journal of the Korea Convergence Society
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• v.9 no.12
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• pp.345-354
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• 2018

The purpose of this study was to investigate the structural relationship between advertising attributes, advertising attitude, brand image, and purchase intention of sports brand on SNS. For this purpose, 250 valid samples from the convenience sampling method were used as the final analysis data. Entertainment, information, and credibility among ad attributes had a positive effect on SNS users' advertisement attitude toward sport brands, and irritation has a negative effect on ad attitude. The ad attitude formed by the advertising attributes positively affected the image of the sports brand and the purchase intention. Brand image had a positive effect on purchase intention. The results of this study may be helpful to maximize SNS advertising effect of sports brands and to identify some important factors that can affect direct purchasing behavior of sports majors, one of the target groups of companies promoting sports brands using SNS.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.7 no.6
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• pp.1202-1209
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• 2003

With explosive growth of Internet users, the market share of electronic commerce becomes wider. Therefore the Internet is standing in the spotlight of a new medium of advertisement, and several Internet advertising methods have been implemented. However the banner advertising that is the typical internet advertising method is showing low click rate because of user's unconcern. Accordingly we propose a new Internet advertising method that makes expose advertising content on the background of web browser when user puts mouse pointer over a specified text. Internet users are willing to click a interesting text, just at that moment the advertising content is appeared on the background of web browser. Therefore we could expect high effectiveness of advertising and moreover after clicking the text, the advertising content is shown continually on the web browser. The proposed method, unlike banner advertising, various shapes of image can be applied and makes use of whole background of web page.

• Proceedings of the Korea Contents Association Conference
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• 2010.05a
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• pp.95-97
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• 2010

중국광고는 서양광고를 모방(模倣)하는 시기(時期)를 지나 현재 창의(創意)적 발전(發展)의 전환점에 와 있다. 중국 전통 이미지의 심미적(審美的) 추구(追求)는 중국의 광고 산업에 지대(至大)한 영향(影響)을 끼치고 있으며 보다 더 효율적(效率的)으로 중국 전통이미지를 활용(活用)하기 위해 매진하여야 한다. 따라서 중국광고 디자이너들은 전통문화에 대한 소양과 깊은 이해를 바탕으로 광고자체의 기본철학을 확립하여 중국(中國) 문화(文化)의 특색(特色)을 바로 잡아 만들어가야 한다. 본 연구에서는 2008년~2010년 중국주류(中國酒類)의 잡지광고에서 나타난 이미지 분석을 통해서 중국광고 디자인의 표현방법을 알아보고자 한다.

• Proceedings of the Korea Information Processing Society Conference
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• 2012.11a
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• pp.685-687
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• 2012

현재 스마트폰에서 제공되고 있는 모바일 광고들은 많은 애플리케이션에 포함되어 애플리케이션을 이용하는 다양한 사용자들에게 광고 정보를 노출 시키고 있다. 그러나 현재 서비스 되고 있는 모바일 광고는 제품의 이미지를 사용하여 제작된 단순한 2D 이미지 광고이기 때문에 사용자들에게 광고 정보를 전달하는데 한계가 있는 상황이다. 이에 본 논문은 2D 이미지 보다 사실적인 표현 및 흥미 있는 정보 전달이 가능한 3D 모델을 이용하여 광고 정보를 제공할 수 있는 엔진을 아이폰 기반으로 설계 및 구현하였다. 또한 원활한 3D 광고의 효과 표현을 위해서 애니메이션 기능의 구현과 다양한 종류의 아이폰 기반 디바이스에서 3D모델들의 렌더링 프레임 측정을 통하여 광고 엔진의 적용 가능성 여부를 분석하였다.