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

• Journal of Digital Convergence
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• v.15 no.11
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• pp.77-83
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• 2017

The Korea Expressway Corporation announced that road casualties on expressways in 2016 were 262 deaths, a 24% decrease compared to 343 deaths in 2015, thanks to the expansion of rest areas for sleepy drivers. And the installation of large-sized banners containing strong messages such as "dozing while driving means your death" helped to reduce the casualty caused by driving while drowsy by 35% compared to that in 2015. Accordingly, this study tried to analyze the impact of public advertisements designed to prohibit dozing while driving on expressways upon drivers, and to present a direction for improvement of such public advertisements in the future. Based on case studies and library researches, the study contemplated the effects of public advertisements on expressways at home and abroad. It was confirmed that the accident rate has been higher on straight roads than on curved roads and that the framing of negative messages using provocative images or slogans on traffic accidents has been considerably effective. In conclusion, if the installation of outdoor billboards for public advertisements at rest areas for sleepy drivers is institutionalized and the systematic provision of information by road section inside and outside of vehicles via Variable Message Sign (VMS) services on expressways, outdoor billboards, or navigation services (including smartphones) is available, it would be possible to maximize the effect of the public advertisements.

• The Journal of the Korea Contents Association
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• v.16 no.6
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• pp.151-167
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• 2016

Despite the seeming glamour and popularity of commercial modeling, the industry has a darker side. Many models fail to adapt to the profession, and there are frequent cases of models quitting after a relatively short period of time. For commercial modeling agencies, this high turnover rate causes considerable disruption to their business, negatively impacting credibility and leading to decreased sales. As such, this study aimed to investigate the turnover intention of commercial models in relation to professional identity, emotional labor, and role conflict, and to propose remedies for their high turnover intention. Towards this, the relationship between commercial models' turnover intention and the factors of professional identity, emotional labor, and role conflict, and further analyzed the moderating effect of self-belief, attractiveness, and ethical environment. The analysis found that the factors having the greatest effect on commercial models' turnover intention were, in order, role conflict, emotional labor, and professional identity. When hierarchical multiple regression analysis was used to analyze the moderating effect of self-belief, attractiveness, and ethical environment on the relationship between these independent variables and their effect on turnover intention, it was found that the negative impact of emotional labor on turnover intention is moderated by self-belief, and the negative impact of low professional identity on turnover intention is moderated by ethical environment. These findings underscore the importance of self-belief in commercial models, as emotional laborers, and suggest that commercial models are not born but are rather made, namely in a desirable work environment that is professional and well-organized.

• The Journal of the Korea Contents Association
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• v.19 no.2
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• pp.379-392
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• 2019

Public service advertising is a form of communication activity performed to increase public interest. In order to improve the effectiveness of public service advertising, it is necessary to formulate advertising strategies that can actually induce positive action changes. China has various social problems because of dramatic social changes, which call for implementing public service advertising. This study aims to improve the persuasive effects of Chinese public service advertising by addressing effective communication strategies. In particular, we selected 33 works that use fear appeals from 2016 HuangHe Award-winning posters and analyzed their visual representation of fear appeals. The results suggest that fear appeals are frequently used in safe driving and anti-smoking campaigns. In addition, main colors of these posters were black and white. The main fearful images were often represented in a form of 'fact' and 'factual conception' and in the type of 'picture.' They also have features of implicit association' and 'exaggeration'. This study has a significance in terms of providing theoretical and empirical information to future research on improvement of public service advertising in China.

• The Journal of the Korea Contents Association
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• v.16 no.7
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• pp.112-121
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• 2016

The purpose of this research is to examine the effect of storytelling ads. To find out the effect, three different ads were created; one is no storytelling in ads, another is corporate storytelling ads, and the other is client storytelling ads. Each ads was exposed to high school students, and we analyzed their response to the ads such as ads recall, attitude toward ads, emotional response to ads, purchase intention, and the intention of word-of-mouth. The results showed that corporate storytelling ads among three ads was the most effective to recall the ads, and there was significant difference between corporate storytelling ads and no storytelling ads. In terms of attitude toward ads, there was significant difference between client storytelling and no storytelling ads. There were significant difference in positive emotion between client storytelling ads and no storytelling ads and between client storytelling ads and corporate storytelling ads, but no significant between corporate storytelling ads and no storytelling ads. Regarding emotion, students who were exposed to no storytelling ads showed the highest negative emotion, but the lowest negative emotion in client storytelling ads. There was significant difference in purchase intention between client storytelling and no storytelling ads and in the intention of word-of-mouth between corporate storytelling ads and no storytelling ads.

• 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.

• Archives of design research
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• v.12 no.1
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• pp.51-60
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• 1999

Since the appearance of moving images, the expansion of mass media such as 1V or VCR has made the pace and range of spreading information to people faster and widely popular. Recendy, the development of digital image technique has resulted in solving the problem -great defect- of the display quality of analogue system; special effects by means of computer graphics have risen to a higher quality level; showed the new direction of digital image; and popular wi1h people all c:Ner the world. This paper reestablishes the notion of image up to now, and analyses the technical differences between analogue system and digital system on the basis of the SpecifIC property and skill of digital image editing; it also studies the special effects which can be applied to the image editing software. Moreover, in researdting 1V advertising, the special effects by digital system in use in 1his country today complies with the statistics in their own field. The special effects in 1V advertising is performed at a higher standard by a professional production. Accordingly, with the help of technology of digital moving image, the special effects are expected to continue developing into a level of high quality

• Journal of the Korea Institute of Information Security & Cryptology
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• v.27 no.2
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• pp.213-222
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• 2017

Online advertisement has many benefits comparing to offline advertisement but it also has many challenging problems by online ad abuses. Advertisement injection (Ad injection) is one of the threats that surreptitiously inserts advertisements without a permission of site owners. Users are exposed to additional ads and redundant web traffic by injected ads can cause a service quality problem. Moreover, advertisers can have economic loss when injected ads are different from original ones. Although ad injection leads to these problems it has not been fully studied yet. A few ad injection researches are done by online advertising providers such as Google. In this paper, we analyze ad injection activities to Korean major portal, Naver. We classify 6 types of ad injections and describe their characteristics by analyzing 27 downloaders and 199 installed programs.

• The Journal of the Korea Contents Association
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• v.8 no.9
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• pp.124-132
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• 2008

Price is an important marketing issue in current competitive environment characterized by various distribution channels such as economic circumstance and the Internet. Many companies, for their best profits, use a price discrimination strategy such as price discount that reinforces consumer's purchasing behavior and they employ advertising strategy by presenting reference price with information of price discount in advertisements. Accordingly, many research verifies the advertising effects of presented reference price in advertisements, this study tries to expand the existing study area which is limited on reference price of product by examining the its effects on service area. It also aims to verify the effects of reference price advertisements by the level of service reputation. For this experiment, a factorial design with service reputation and presented method of reference pricewas used. The result of this study is that attitude toward price and use intention on presented reference price in service advertisements are higher than not presented it. In the case of high service reputation, advertising effect on presented reference price in service advertisements are greater than presented price discount rates in service advertisements. And in the case of low service reputation, advertising effects can be much greater by just presented reference price in service advertisements. Therefore, in service advertisements, strategic views on presented methods of reference price by the level of service reputation are essentially needed.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2019.11a
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• pp.237-239
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• 2019

최근 인터넷 영상 매체가 발전하고 대중화되며 이를 통한 광고 효과가 커지고 있다. 이들 영상에 관련된 광고를 자동으로 연결할 수 있다면 효과적일 것이다. 본 논문은 딥러닝 검출 툴을 적용한 영상 카테고리 분류 기법을 제안한다. 이 기법은 주어진 영상을 몇 가지 카테고리로 분류하고, 분류 정보를 바탕으로 관련성이 높은 광고를 연결지어, 결과적으로 영상 시청자에게 맞춤형 광고를 제시한다.