• The Journal of the Convergence on Culture Technology
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• v.4 no.3
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• pp.127-132
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• 2018

This study set out to examine message orientation in advertising expression through the content analysis of apartment sales advertisements in Busan. For this purpose, the study analyzed newspaper ads about apartment sales in the Busan area in terms of advertising appeal methods and message types. Advertising appeal methods(rational and emotional appeal) and message orientation(environmental, emotional, investment, and functional orientation) were categorized according to brands(nationwide and local brands). The findings show that most of apartment sales ads in Busan used a rational appeal method. While nationwide brands used rational and emotional appeal in similar percentage, local brands used a lot of rational appeal. Of the types of advertising message orientation, investment and emotional orientation recorded the highest percentage. Messages of investment orientation to show economic profit or premium were used most, being followed by messages of emotional orientation to show pride and happiness. These findings were interpreted to display differences in strategies for advertising expressions among brands. The findings are expected to offer useful practical implications for message strategies for apartment sales ads.

• Journal of the Korea Convergence Society
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• v.10 no.12
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• pp.411-420
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• 2019

This study analyzed the effective message strategy for the TB prevention campaign. This study examined the differences in the perceived susceptibility, perceived severity, and behavior intention according to the message orientation(individual-social) and the message presentation style(statistical-narrative). The results showed that individual message is more effective than social message in terms of perceived susceptibility and perceived severity. There was no significant difference between statistical and narrative messages. Finally, in the case of individual message, narrative messages were more effective than statistical messages; and in the case of social message, social messages were more effective than narrative messages. Based on these results, theoretical implications were discussed and a practical strategy for TB prevention campaign were proposed.

• The Journal of the Korea Contents Association
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• v.18 no.5
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• pp.514-524
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• 2018

The purpose of this study was to investigate learners' reaction behaviors by the type of learning motive when teaching messages were delivered. The subjects of this study were 82 students from Auniversity and Buniversity in the metropolitan area. Students were online collaborative learning. The instructor delivered six messages. Since then, the researchers have measured the learner 's response time and the frequency and level of interaction. And analyzed using an independent sample t-test. As a result, the frequency and level of interaction increased before the message was delivered. The response time to instructional messages was the fastest among the students with performance avoidance goal orientation. Mastery goal orientation students were most sensitive to scaffolding messages. Performance avoidance goal orientation students responded most sensitively to the reminder message. Finally, Mastery goal orientation students had the most action on new topics. And performance approach goal orientation students had the most to do with accuracy and relevance.

• Journal of Digital Convergence
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• v.19 no.6
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• pp.91-101
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• 2021

As many CSR activities grow steadily, how charitable giving messages affect donation attitude is received attention. In the current research, temporal orientation and donation recipients is presented an effective variables to judge a organization activities. This article based on CLT theory, we establish the experimental condition focused on interaction effects between two variables: time orientation in charitable activities outcomes(near future: a week vs. far future: a year); and based on the recognizability of recipients(a individual child vs. collective group). Result from study, charitable activities outcomes generated in near future orientation(far future orientation) increase donation attitude and affective when messages are used in a specific(general group) context. Furthermore, empathy of CSR organization is a mediator on donation attitude and affective. We expect that these findings have important implication for charitable giving strategy.

• The Journal of the Korea Contents Association
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• v.22 no.4
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• pp.352-364
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• 2022

As the types of actions and the magnitude of the required actions for environmental improvement get diversified, the necessity to develop effective messages is increasing. This research tries to develop proper messages with message characteristics of message framing and value orientation per different types of behaviors using a 2(message framing: gain/loss) × 2(value orientation: individual/social) × 2(magnitude of the requested behaviors: high/low). The results showed that framing and the magnitude of the requested behaviors had main effects on message attitudes and behavioral intentions. The gain framing showed more favorable effects than the loss framing, and the low magnitude of the requested behaviors showed better persuasive effects. According to the results of interaction effects, the gain framing showed higher behavioral intentions than the loss framing in the individual-oriented message, and there were no differences between the frames in the social-oriented message. When the magnitude of the requested behavior was high, the gain framing in the individual-oriented message was more favorable than the loss framing. On the other hand, when the magnitude of the requested behavior was low, the gain framing in the social-oriented message was more favorable. Although there were differences in the form of interactions by the magnitude of the requested behaviors, the individual-oriented gain framing message was found to be the most effective.

• Management & Information Systems Review
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• v.37 no.2
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• pp.109-123
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• 2018

This research presented the privatization of pubic corporations in terms of communication dimension rather than political and ideological dimension. Concretely, we examined how the message framing of privatization affects consumer's advertising attitude. At the same time, this study also examined the moderating factors which make a difference of the message framing, such as personal relevance(high/low) and social value orientation(proself/prosocial). The results showed that the interaction effect between type of message framing and personal relevance. Positive message framing showed a higher effect than negative message in the case of low personal relevance. Also, There was the interaction effect between type of message framing and social value orientation. Positive message framing showed a higher effect than negative message in the case of proself. However, there was no difference in message framing effect when there was high personal relevance and prosocial. Lastly, the implications of this study was presented. First, this study expanded the scope of research related to message framing. Second, the use of moderating variables such as personal relevance and social value orientation increased the possibility of practical application. In addition, limitation and further study directions was discussed.

• The Journal of the Korea Contents Association
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• v.17 no.6
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• pp.613-621
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• 2017

Currently, there are many digilog products that combine convenience of digital product with feeling of analog product. The experiment was conducted to study the effect of image location, regulatory focus, and message direction in digilog product evaluation. First, ad evaluation of digilog product is more favorable when regulatory focus and message direction is consistent. Especially, this effect is shown when image is located in the right side. Second, people evaluate digital product warmer when regulatory focus and message direction is consistent. This effect is stronger when image is located in the left side. Last, purchase intention is more favorable when regulatory focus and message direction is consistent. This effect is shown when image is located in the right side.

• Annual Conference of KIPS
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• 2008.05a
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• pp.885-888
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• 2008

무선 센서 네트워크 라우팅 프로토콜에서의 경로탐색에서 중복 브로드캐스트 메시지에 의한 비용이 증가되고, 많은 노드들이 동시에 통신을 시도하기 때문에 많은 충돌이 발생한다. 이러한 문제를 해결하기 위해 본 논문에서는 Directed Diffusion 라우팅 방법에 지향성 안테나를 도입하여 채널 이용율을 높여 통신에서의 충돌을 줄이고 네트워크 구성 및 유지 시 사용될 flooding의 범위와 노드간의 통신시 불필요한 방향으로의 통신을 최소화하여 중복되는 브로드캐스트 메시지 수를 줄일 수 있는 라우팅 방법을 제안한다.

• The Journal of the Convergence on Culture Technology
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• v.4 no.4
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• pp.89-94
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• 2018

The study analyzed the characteristics of anti-smoking advertisements in Korea and examined if these characteristics were appropriate in terms of their effects. 68 TV anti-smoking ads were content-analyzed, focusing on ad appeal, message frame, message orientation, communication goal, and ad type. According to research, TV anti-smoking ads in Korea used messages that had the following characteristics: First, physical type messages that emphasize the effects of smoking on health, second negative frame messages that show negative consequences of smoking, third self-oriented messages that emphasize the consequences of smoking on oneself, fourth messages that intend to change attitude toward the smoking, and fifth storytelling techniques. Based on the results of previous ansi-smoking ad effect research, practical implications were discussed to enhance the effectiveness of the nation's anti-smoking advertisements.

• Proceedings of the Korean Information Science Society Conference
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• 2012.06b
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• pp.375-377
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• 2012

스마트폰과 같은 모바일 기기가 발전함에 따라 SNS, 모바일 메신저, SMS와 같은 단문 기반 메시지는 자신의 감정을 가장 잘 표현하는 매체이다. 그럼에도 불구하고 기존 연구는 주로 장문의 텍스트로부터 긍정, 부정 분류나 문서의 성향을 분석하는 것에 그치는 경우가 많다. 의미지향(Semantic Orientation)방법은 검색엔진을 통해 감정 키워드와 인지하고자 하는 단어의 동시 빈출 정도를 PMI로 계산한 것으로 WordNet과 같은 의미 사전이 존재하지 않는 한국어의 특성에서 적용 가능한 방법이다. 본 논문에서는 의미 지향성 및 다른 텍스트 기반 감정 분류 기술에 대해 비교하고 이들을 활용하여 한국어로 구성된 단문 텍스트에서 효율적인 감정 분류 기법을 제안하고자 한다.