• The Korean Journal of Food And Nutrition
• /
• v.29 no.6
• /
• pp.835-848
• /
• 2016

The purpose of this study was to find efficient and customized tools for delivering the benefit of health functional foods (HFFs). Delivery tools which could influence the impact of advertising were images, explanations of ingredients, diagrams of health benefit, patents, and comments from authority. Six advertisements were developed using these tools: "A": relevant image + explanation of ingredients + scientific diagram of efficacy; "B": relevant image + explanation of ingredients; "C": relevant image; "D": irrelevant image; "E": irrelevant image + explanation of ingredient + patent; "F": irrelevant image + explanation of ingredient + comments from authority. To analyze the consumer perceptions on HFFs and advertisement effects, 300 respondents were requested to answer a questionnaire comprising of the following questions: 5 questions of attitudes (necessity of HFFs, trust in HFFs, gathering information, watching advertisements and trust in advertisement claims) and 6 questions on the 6 developed advertisements (attention, understanding, sufficiency of information, sympathy, trust, and purchase). Scoring was done as per the 5 Likert scale. There was a higher proportion of females and the elderly, as compared to males and youngsters. The overall consumer attitudes were positive. Explanation of ingredients, scientific diagram of health benefit, patents and expert comments were helpful factors in increasing the advertisement evaluation by consumer, but the images were not. Advertisement evaluation of consumer did not differ with gender and age. However, differences were observed between some of the consumer attitudes (necessity of HFFs, trust in HFFs, gathering information and trust in advertisements claim) and advertisement evaluations (attention, understanding, sympathy and purchase). Our results indicate that for consumers utilizing the HFFs, advertisements with concrete tools such as diagrams, patent, and expert comments are more helpful. However, for consumers who do not have interest in HFFs, the scientific information was irrelevant. We believe that to maximize the effect of health information in advertisements, consumers should be segmented, and customized tools for each segment needs to be developed.

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

• Proceedings of the Korean Information Science Society Conference
• /
• 2001.04b
• /
• pp.466-468
• /
• 2001

인터넷은 광고주 들에게 중요한 광고수단이 된다. 인터넷 광고라고 하면 배너형, 컨텐츠형, 틈입형, 푸쉬형, 인터넷 접근형 광고 등으로 나열 할 수 있다. 그러나 이러한 광고 기법들은 광고가 사용자들에게 얼마나 효과적으로 노출 될 수 있느냐 하는 문제점을 가지고 있다. 본 논문에서는 라우터를 기반으로 하는 인터넷 접근형 광고 시스템을 제안한다. 기존의 인터넷 광고들은 대부분 매우 수동적이어서 이용자가 임의로 접근을 하는 경우에만 광고를 보여주도록 되어 있다. 그러나 본 논문에서 제안하는 시스템은 이용자가 임의로 접근하지 않아도 인터넷에 접속할 때, 자동으로 광고를 보여줌으로써 광고주들로 하여금 효과적으로 사용자들에게 광고를 할 수 있게 한다. 단, 사용자들은 거부할 수 없는 광고를 보는 대신 인터넷 연결 비용을 광고주들이 대납함으로써, 무료로 인터넷을 사용할 수 있다. 또한 본 시스템은 라우터를 기반으로 하기 때문에 지역적인 광고가 가능하다. 이러한 동작은 라우터 내부 커널의 TCP/IP 스택을 수정함으로써 가능했다.

• Science of Emotion and Sensibility
• /
• v.18 no.1
• /
• pp.3-14
• /
• 2015

An ad endorser's gaze direction is a salient nonverbal cue that consumers use in responding to advertisements. The gaze direction influences consumers' social perceptions (e.g., attractiveness, credibility) of the endorser and advertising effectiveness (e.g., advertising attitudes, brand attitudes). Especially, the cerebral emotional asymmetry hypothesis suggests that an ad endorser's left-averted gaze can produce more positive social perceptions and advertising effectiveness than the right-averted gaze for right-handed consumers. This study examined the effects of three gaze directions (direct, left-averted and right-averted gaze directions) of unknown female ad endorser on Korean males' advertising responses (attractiveness-, credibility- and ad-effectiveness-related responses), using online experimental method. The results indicated that the ad endorser's direct gaze was more likely to increase both positive (correspondence bias) and negative (suspicion, deceptiveness) social perceptions of her than the right-averted gaze. The direct gaze also created more positive advertising effectiveness (advertising attitudes) than the right-averted gaze. However, the study failed to find consistent differences in responses between left-averted gaze and either direct or right-averted gaze.

• Journal of Digital Convergence
• /
• v.12 no.10
• /
• pp.541-556
• /
• 2014

study on Storytelling advertisement, this study examined its own characteristics and distinctive qualities, compared to other advertisements. For this purpose, not only previous discussions about Storytelling genre and theoretical system about its narrative are examined; but also, from actual advertisements, its classification and the distinction of their characteristics are established. According to the Storytelling advertisements, it is also examined that each impact on the field of consumer's response of sympathy, perception, and emotion; and on the process of advertising effect. Below is the results of each research. Through the comparison of Storytelling advertisement's clarification, the following was suggested: there are distinctive advertising strategies, the relationship between advertising strategies and advertisement forms, and the consideration for causing the consumer's response, depending on the advertisement form. Also, the concept of explaining how consumers perceive, in the process of advertising effect, the main concept of the drama advertisement, that is the constituents of drama genre, such as characters, plot, conflict, transition, helps achieve the deeper understanding toward advertising.

• The Journal of the Korea Contents Association
• /
• v.10 no.8
• /
• pp.177-185
• /
• 2010

The effects of message framing have been major research themes in marketing and advertising field and several studies on these effects have been conducted. The purpose of this study is to analyze the direct effects of message framing on the ad and brand attitude, and the moderating effects of regulatory focus and product type in these direct effects. Results from experiments indicate that message framing have significant effects on ad and brand attitude. And consumers' regulatory focus plays a moderating role between message framing and ad, brand attitude. We did not found the moderating effects of product type between message framing and ad, brand attitude. Finally, we summarized these results, discussed contributions and limitations of this study.

• Electronics and Telecommunications Trends
• /
• v.30 no.3
• /
• pp.52-63
• /
• 2015

디지털 기술의 발달과 함께 인터넷의 보급 확산은 다양한 미디어 소비 채널을 양산하였고, 정보취득 및 소비 형태의 다양화를 유도하였다. 최근 스마트폰, 태블릿PC 등 모바일 기기가 확산되고 스마트TV, 디지털사이니지와 같은 새로운 매체가 등장함에 따라 이들을 통해서 제공되는 광고가 시장에서 주목을 받고 있다. 또한 양방향 매체의 확산에 힘입어 광고 소비 매체의 특성을 활용한 다양한 맞춤형광고, 리워드광고, 네이티브광고, 커머스 연계 광고 등 새로운 유형의 광고 상품 및 서비스들이 제공되고 있으며 광고주들의 관심을 끌고 있다. 새로운 스마트미디어를 이용한 광고산업 활성화 및 경쟁력 확보를 위해서는 차세대 광고플랫폼, 다양한 광고 효과 측정 및 분석기술 등에 대한 개발 및 기반구축이 선행되어야 한다. 본고에서는 주요 매체별 광고 유형에 대하여 살펴보고 다양한 스마트미디어 광고 서비스 유형 및 사례, 광고효과 측정관련 이슈 및 기술동향 등에 대하여 살펴본다.

• Proceedings of the Korean Society of Computer Information Conference
• /
• 2012.07a
• /
• pp.95-96
• /
• 2012

본 논문에서는 웹 페이지에서 사용되는 광고 콘텐츠에 대해서 나타낸다. 웹 페이지에서 사용되는 광고 콘텐츠는 모션 그래픽으로 제작하여 인터렉티브하게 이용 된다. 또한 웹 페이지에서 사용되는 광고는 광고의 특성을 가지고 있다. 따라서 광고의 특성에 따라 콘텐츠의 특성도 달라진다. 웹 페이지에서 사용되는 광고 콘텐츠은 특성에 따라 이미지 광고와 동영상 광고로 분류한다. 이들 콘텐츠의 특성으로 이미지의 사이즈와 동영상의 사이즈, 제작 파일 크기, 재생 시간, 웹 페이지의 위치에 따라서 다양한 광고 효과를 연출한다. 따라서 광고 효과를 나타내기 위해서는 제작 광고 콘텐츠의 특성과 인터렉티브 콘텐츠의 특성이 고려되어야 한다.

• The Journal of the Korea Contents Association
• /
• v.6 no.11
• /
• pp.190-201
• /
• 2006

A Study on the Effect of Metaphor in Public Service Advertising. The study carried out a positivistic research on university students with a view to contributing to the building of a metaphoric ad strategy by analyzing the effect of metaphoric expressions in public service advertising, which showed the following: First, the metaphoric ads using positive approach and indirect copy were effective for heightened emotional attitude of viewers. Second, the metaphoric ads using positive approach and indirect copy were effective for heightened source credibility, which was further heightened when the two were simultaneously used. Third, the metaphoric ads using positive approach and indirect copy were effective for heightened design preference, and the design preference became even preferable when the two were simultaneously used. Fourth, the metaphoric ads using indirect copy were effective for behavioral intention. The study suggested that the strategy of adopting metaphoric ads with indirect copy of positive approach was quite useful in strengthening the effect of public service advertising.

• Journal of Digital Convergence
• /
• v.14 no.2
• /
• pp.123-130
• /
• 2016

This study was done to find out what is a factors affecting VOD advertising in IPTV. To this end, the location form of the Pre-play and program insert ad in IPTV was prepared to compare the test stimuli. And the experiment was conducted. The results were as follows. First, attention to ad and commitment of program had a significant impact on VOD advertising attitude. On the other hand, the program viewing satisfaction had no significant effect. Second, the attention to ads had a significant effect on the purchase intention on advertised products in VOD. Third, attitudes to ad and purchase intention between the Pre-Play and program insert ads positions, did not have a significant difference. Accordingly, it concludes that current Pre-play advertising strategy is effective. It is also expected to help establish a strategy that is able to effectively show VOD ads in IPTV to consumers in the future.