• Archives of design research
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• v.18 no.2 s.60
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• pp.37-46
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• 2005

Today's advertisement is dominated by visual images, which deliver messages in the most efficient and engaging way. Vivid and live images, through multimedia, attract the viewer to consume the products being advertised. In this course, the effect of 'Verfremdung' or alienation is often detected. This terminology was at first used in a epic play of Bertolt Brecht to signify a specific effect to block the empathy of the audience by reminding them of their position as the audience separate from the play. 'Verfremdung' helps them to have a sense of objectivity and critical attitude toward the performance. Multimedia commercials nowadays exhibit such a quality together with 'viewer participation:' criticism on reality: and 'speed.' In an advertisement for Shinsegi Communications' mobile system titled <017-I-Touch series, the hand transformed into a web>, the copy, 'my blood type is 'i', ' is accompanied by six unrelated fictitious scenes in which the same ocean appears as a common denominator. Because there is no connection between the scenes, free imagination of the viewer has to be involved and thus plays a significant role in making them into a context. This fact dearly exhibit some characteristics of post- modern advertisement. Momentary 'Gap' and 'Difference' between scenes contribute to 'Verfremdung' or alienation' that makes it hard for the consumers to comprehend the content on the spot. Such an uneasy situation, however, keeps the viewers thinking about the advertisement itself. While repeatedly exposed to the alienated images, the viewers come to get involved in the advertisement, trying to make the fragmented images into a coherent context. In addition, the leaps between the scenes produce a sense of 'speed' in a context, which adds more impact to the way of delivering messages using multimedia. With the help of multimedia, 'Verfremdung: which was originally intended to bring about objective and critical altitude of the audience in a play, plays a crucial role in attracting the viewer's attention and conveying a specific message in a moment in contemporary advertisement.

• The Journal of the Korea Contents Association
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• v.19 no.10
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• pp.290-305
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• 2019

As laws regarding the execution of governmental and public corporate advertising have been enforced since 2018, the need for the increase in effectiveness and public benefits of governmental advertising has been suggested. This research focuses on the government's health campaigns regarding well-being, hygiene, and safety and thus conducts an in-depth research into strategies and the future course of policies. First, it analyzes domestic/international governmental advertising in the realm of health campaigns and specifically studies governmental advertising that employs media technologies in health communications. Furthermore, through in-depth interview with 10 health campaign experts, the study explores possible plans of utilizing the ever-developing field of digital technology. The results of this research show that it is imperative to target and strategize according to the purposes of health campaigns. It is also important to set the appropriate parameters of the campaigns according to the given budget while securing the quantity and quality of creativity. Also, it will be crucial to utilize media technology to the fullest extent and strategize around it. Therefore, this research suggests theoretical as well as practical strategic plans to increase the effectiveness and efficiency of governmental advertising in the realm of well-being, hygiene, and safety in health campaigns.

• 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.17 no.4
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• pp.36-47
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• 2017

This study was carried out by practical method in a subjectivity study accessible in-depth, in sloughing off old habit of functional quantity analysis about medical-information advertising. The perception pattern come out in this study were divided into five types in Q-methodology. The result is as follows ; it is divided into 1[(N=4) : Interest Type], 2[(N=3) : comparison Type], 3[(N=3) : Product-focus Type], 4[(N=3) : Disbelief Type], 5[(N=2) : Improvement Type]. In conclusion, this study is to ascertain acceptance behavior about Reception Type on medical-information advertising ; to offer a developmental suggestion about it.

• Journal of the Korea Convergence Society
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• v.12 no.8
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• pp.115-122
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• 2021

This study attempted to examine how Personalization Advertising and Customization Advertising strategies affect consumers' Aad among AI-based Programmatic Advertising strategies that have been actively conducted recently. To this end, the relationship between two advertising strategies, the transportation, the overall emotional experience that occurs when acting, and Aad was examined structurally. As a result of a survey of 110 general people, Personalization Advertising had a negative influence on consumers' transportation, and the Customization Advertising strategy had a positive influence. In addition, transportation had a positive influence on the Aad. These results suggest the needs to actively induce consumers into Customization advertising situation, rather than the company's mechanical analysis and exposure-oriented advertising strategy.

• Proceedings of the Korea Information Processing Society Conference
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• 2019.10a
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• pp.742-745
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• 2019

SNS 의 발달로 이를 활용한 제품의 광고가 활발하게 이루어지고 있다. 다양한 제품군 중에서도 사용자의 피부 및 건강의 개선 효과가 나타나는 화장품, 건강보조제 등은 후기 글을 보고 실제 효과를 판단하기에 어려움이 있다. 이는 많은 양의 광고에 가려진 실질적 후기를 찾는 것이 어렵고, 포스팅의 전문을 읽는 것은 비효율적이라는 점에서 기인한다고 할 수 있다. 본 논문에서는 소셜 미디어를 바탕으로 아토피 치료법의 효과를 분석할 수 있는 효과 분석 모델을 개발하고 그 결과를 제시하였다. 먼저 많은 후기가 존재하는 키워드를 기반으로 최대 1000 개의 블로그 포스팅을 수집하였고, 광고성 글을 제외하는 자동 처리 알고리즘을 실시하였다. 다음으로 각각의 후기 글에 나타난 효과를 한눈에 알아볼 수 있도록 점수화하는 효과 분석 알고리즘을 제안하고 실험하였다. 실험결과 감마리놀렌산, 플라즈마, 락토바실러스 등이 긍정적 효과가 있는 치료법으로 나타났다. 본 논문에서 제시한 알고리즘은 제품의 효과를 점수화할 수 있으므로 아토피 치료법에 한정되지 않고, 해당 제품군인 화장품 및 건강보조제 등에 다양하게 적용될 수 있을 것으로 보인다.

• Cartoon and Animation Studies
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• s.10
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• pp.149-157
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• 2006

With the expansion of the Internet population, the online market is achieving a rapid growth and the size of the Internet advertisement market is increasing at a high rate. Different from passive types of information transmission, online media allows active two way communication thanks to communication and network technologies, so they can ascertain the effects of advertisement and users' response immediately. Rich media refer to such new advertisement techniques on the Internet, and are expected to lead the future Internet advertisement market. Thus, the present study purposed to analyze the visual expression elements of rich media advertisements in order to understand and enhance the effects of rich media advertisements with higher interactivity than existing Internet advertisements, and to propose guidelines for applying unique designs for the promotion of businesses and organizations and the provision of effective information to users.

• The Journal of the Korea Contents Association
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• v.21 no.9
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• pp.284-298
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• 2021

In addition to awareness building, TV media creates search behavior for the brand and the search result may link to a brand homepage and/or an e-commerce site. This study analyzed the impact of TV advertisements on a search volume at NAVER, a leading Korean search platform, in order to verify the impact of TV advertisements on brand-related search behavior. Results are as follows. TV advertisement exposure was significantly related to the amount of Korean search, English search, and total search. In addition, changes in TV advertising exposure also had a significant static influence on changes in search volume. The increase in the number of brand search was different by industries that carried out TV advertisements, and it was verified that the frequency of English searches increased faster than the frequency of Korean search as the exposure of TV advertisements increased. Therefore, domestic TV advertising volume has been verified to affect NAVER search volume, and the advertising industry and brand search language that conducted TV advertisements have been verified to be moderating variables. TV advertisements can be interpreted to cause brand search behavior in English even though it is not a native language for Koreans.

• Journal of the Korean Applied Science and Technology
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• v.38 no.6
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• pp.1502-1511
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• 2021

In order to analyze the phenomenon that occurs as the human brand domain of the golf advertising model expands, this study conducted a causal relationship (SEM) of 521 people using a mobile survey (URL) according to a sampling plan from July 1 to November 15, 2021. was applied and analyzed. First, the hypothesis was adopted with a statistically significant positive (+) effect on the fit of the human brand of the golf advertising model. Second, the hypothesis of suitability was adopted with a statistically significant positive (+) effect on purchasing behavior. Third, the human brand of the golf advertising model was hypothesized to have a statistically significant positive (+) effect on purchasing behavior. Finally, as a result of calculating the indirect effect through bootstrapping, it can be seen that the indirect effect of suitability in the relationship between human brand and purchasing behavior is statistically significant.

• Review of Korea Contents Association
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• v.1 no.2
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• pp.92-97
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• 2003

2003년 전반기를 기준으로 한 명당 하루 평균 47건의 스팸메일을 받아 본다는 것은 발송자 입장에서는 비용이 저렴하고 효과가 크다는 점에서 유용한 마케팅 수단이 될 수 있지만, 수신자가 원하지 않는데도 계속 뿌려지는 광고 메일은 더 이상 광고로서의 가치가 없는 사회적 공해에 불과하다. (중략)