• Journal of the Korea Convergence Society
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• v.12 no.4
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• pp.113-123
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• 2021

This study involves an experiment aimed to reveal the communicative effects by different types of visual expressions in SNS advertisements. This study analyzes consumers' dynamic responses to vicarious emotional experiences and the creative rhetorical expressions of networking media platforms through experiments that sample university students. The vicarious emotional experiences of networking media platforms have a significant effect on the consumers' subsequent reactions. The greater the vicarious emotional experiences are, the more positive this effect is. There is a significant interactive effect between consumers' vicarious emotional experiences and the rhetorical creative types of targeted media.

• Archives of design research
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• v.19 no.5 s.67
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• pp.5-16
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• 2006

The purpose of this research is to bring to the center of focus, the ad creativity, which in turn can generate the highest advertising effects. The study excludes external factors such as personal relationships, academic network and lobbying powers which were prevalent in the Korean situation. A transformational leader can influence charisma, inspiration, intellectual stimulation, individual consideration and performance goal. As the result of this study shows, the core competence that a C.D. may always want to possess at present as well as in the future is to "motivate inspiration". Charisma may be an ability currently in need but this may not necessarily be so in the future. It may be predicted that a softer quality, which is knowledge-based, that provides intellectual stimulation may be a more valued characteristic. It has been suggested that in the increasingly diversifying society of the future, charisma may be a barrier to enhancing creativity. In times of uncertainty and ambiguity, innovative ideas bring economic rewards (Cockayne, 2004). There may be conflicts of views and opinions between individuals and organizations. Turning these into positive outcome to produce innovative ideas, may be an area of further study. However, there must have been studies where informal networking has produced innovative ideas. Therefore, a transformational leader of an organization needs to investigate the dynamics of informal networking within his team.

• The Korean Publising Journal, Monthly
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• s.351
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• pp.42-43
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• 2005

• The Journal of the Convergence on Culture Technology
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• v.9 no.6
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• pp.453-459
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• 2023

This study analyzed the creative properties of public service advertisements and public content in outdoor advertising. The results of a case analysis focusing on outdoor advertisements for fundraising are as follows. First, government ministries were mainly found as advertisers. Second, most of the advertising messages were about policy promotion by the government and public institutions, with few public content or public interest messages. Third, in terms of expression, text took up more weight than visual elements, and illustrations were the main visual expression element. This proves that the public content of domestic outdoor advertisements mainly has a strong purpose of conveying direct information.

• Proceedings of the Korea Society of Design Studies Conference
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• 1998.05a
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• pp.5-6
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• 1998

• Journal of Fashion Business
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• v.11 no.2
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• pp.113-128
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• 2007

The purpose of this study was to comparatively analyze advertisements of prestigious products and domestic fashion brands through fashion magazines. Especially, a comparative analysis of creative advertising strategies of prestigious products and fashion brands will be vital in establishing advertising strategies and marketing planning of domestic fashion brands. This study targeted and analyzed all the advertisements of prestigious fashion products and domestic career women's high-end casual brands printed in VOGUE KOREA and ELLE KOREA in 2005 and 2006. Descriptive statistics and x2-test were used. As a result of the analysis, prestigious product advertisements accounted for 197 (57.9%), and domestic fashion 143 (42.1%) out of a total of 764. Except for duplicates, the 340 advertisements analyzed, were selected for this study. Luxury fashion brand advertising accounted for more than domestic fashion brands in the magazines studied. That is luxury fashion brands have greater exposure to consumers. Based on the results drawn in this study for fashion products, various and unique advertising strategies utilizing visual factors that most effectively delivered to consumers are imminently needed as creative strategy measures in domestic fashion advertising.

• Archives of design research
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• v.12 no.2
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• pp.199-207
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• 1999

The internet technology is sufficient to attract our curiosity and adequate for enterprises to advertise its commercial message very effectively. It is a network that makes the computer be a major media. We have leading concerns in the internet advertisement because we expect that it will be the tool of a chief communication in the future. The banner advertisement in the Internet is considered as an active media. The banner advertisement is greatly various as the effective marketing tool from commercial banner to the personal homepage. Considering to the user's computer environment and Internet environment, this thesis shows what the banner advertisement of the enterprise's marketing and general understanding Influences expressions of the banner advertisement's creative factors and effective methods. It also suggests the analysis about the banner advertisement expression's creative factors. According to the analysis of banner advertisement in the domestic news site, It might be investigated the creative factor's absence and problems in design field.

• RED RIBBON
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• s.81
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• pp.21-23
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• 2008

AIDES는 프랑스에서 에이즈 예방을 위해 적극적으로 활동하고 있는 대표적인 NEO 단체이다. 1984년 설립된 이래, HIV/AIDS에 대한 올바른 인식과 사회적 편견을 타파하기 위해 수많은 캠페인을 펼쳐 왔는데 여기에는 세계적인 다국적 광고회사 TBWA(파리)의 크리에이티브가 한몫을 단단히 하고 있다. 이번호에서는 그 중 몇 편을 소개한다.

• Proceedings of the Korea Society of Design Studies Conference
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• 2003.05a
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• pp.232-233
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• 2003

• The Journal of the Korea Contents Association
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• v.9 no.12
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• pp.154-163
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• 2009

A new advertising, unlike traditional advertising, has a unique characteristics as a consumer's life styles are changed. This study explores consumer attitude affected by personal value disposition of each advertising creative appeal types. Personal value disposition implies directions of creative and determines advertising effect. So, personal value disposition deserves special consideration of not only print media, but broadcast media and internet media. In the present study, Research has been performed for a diffusion analysis based upon a survey of 338 individuals who were selected randomly. Test advertisement of MP3 Player has been used because involvement of products takes a neutral attitude comparatively. Result from the experiment show that, individualism-rational appeal is the most effective for consumers attitude. Groupism-rational appeals affects consumer's attitude, either. Groupism-emotional appeal has a partial effect and individualism-emotional appeal has no statistical significance. This experiment can be a foundation stone of personal value disposition studies.