• The Journal of the Korea Contents Association
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• v.18 no.1
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• pp.185-195
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• 2018

We try to explore the effect of the emotions of viewers caused by the insertion of the in-program adversiging on the advertising effect. To test our hypotheses, we collected the data through two lab experiments and analyze the data with t-test. The results are as follows. First, high engagement to the media contents impacts positively on the feeling of viewer's irritation when the movie clip is interrupted and an in-program advertising is inserted. Second, the negative emotions of the irration are congruented, which affect the attitude of the advertised product negatively. On the other hand, the irritation caused by the in-program advertising had a positive effect on the brand awareness and memory(recall) of the advertised product because of high state of arousal. These results enrich the understanding about the role of in-program advertising which affect viewer's feeling and behvior. Moreover, these findings provides managerial implications to help advertising managers manage their in-program advertising more effectively.

• Proceedings of the Korea Contents Association Conference
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• 2018.05a
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• pp.179-180
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• 2018

최근 N스크린 세대의 새로운 소비 주도층인 밀레니얼세대(10대~20대 초반)의 증가로 모바일 YouTube 동영상 시청자가 증가하였다. 이로 인해 광고 노출 가능성이 높아지고 있어 YouTube 인스트림 광고가 광고주들의 높은 주목을 받고 있다. 그러나 현재 광고 게재에 따른 정확한 노출 효과에 대한 연구 분석 자료는 현저히 부족하다. 이에 모바일 YouTube 동영상 시청자 수가 가장 높은 10대~20대 초반을 대상으로 국내 YouTube 인스트림 광고 사례 10개를 선정하여 선택적 시청에 따른 시청자들의 행태 파악과 광고 몰입도를 분석해 보았다. 분석 결과 소구 유형별 광고 몰입도는 이성소구보다 감성소구가 컸으며, 그 중 유머소구의 광고 몰입도가 가장 크게 나타났다. 본 연구 결과가 향후 광고 노출 효과를 높이는데 도움이 되기를 기대한다.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2021.06a
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• pp.109-111
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• 2021

360 도 영상은 기존 미디어와 다른 몰입감을 제공하지만 HMD 기반 시청은 멀미, 신체적 불편함 등을 유발할 수 있다. 또한, 시청 디바이스 보급 문제, 네트워크 대역의 문제, 단일 소스 다중 이용의 수요 등으로 일반 디스플레이 기반 서비스 수요도 존재한다. 본 논문에서는 360 도 영상의 일반 디스플레이 서비스를 위한 뷰포트 추출에 필요한 영상 내 객체의 동적 속성을 활용한 시각적 관심 지도 증강 기법과 이를 이용한 서비스 구조를 제시한다.

• Smart Media Journal
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• v.5 no.3
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• pp.62-66
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• 2016

The recent increase in virtual reality (VR) technology around the world has been VR work in cooperation with technology from other sectors to form new trends. In the case of advertising, it is difficult to trace if VR users viewed a certain piece of advertisement because the current technology does not allow them to interact with the screen. Eye tracking technology can act as a solution to the problem of tracing advertisement views as it allows for data extraction in relation to which advertisements were viewed and for how long. The research paper suggests a method of how to track the eyes of users in VR advertising. The suggested method includes communication between a server and VR HMD (virtual reality head mounted display) as well as a screen of output from the server.

• Journal of Digital Convergence
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• v.16 no.4
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• pp.313-319
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• 2018

This experimental research explores the effect of drone's moving image on media audience's flow, arousal of interest and emotional state. Most previous researchers of media image effect insisted that camera movement should be abstained in order to give audience the feeling that movement of figures is in the contents story itself. and camera movement also can disturb natural viewing of audience. For the purpose of finding the effect of drone's moving image on media audience's flow, arousal of interest and emotional state, 2 groups of subjects composed of 56 university students were exposed to 2 different video clips, one with moving drone's image, the other with hovering drone's image. After this experiment, Questions which were designed to measure audience's flow, arousal of interest and emotional state were asked and analysed. This research found that subjects exposed to moving drone's image felt more interested and more positive emotional state than subjects exposed to hovering drone's image. However meaningful effect of drone's moving image on audience's flow was not found.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2009.11a
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• pp.73-76
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• 2009

실감콘텐츠는 3DTV, 다시점 TV 등의 필수적인 콘텐츠로, 향후 다양한 유형의 콘텐츠 제작이 필요하다. 본 논문에서는 3D 환경의 방송용 콘텐츠로 살아있는 콘텐츠의 제작기법을 제안한다. 살아있는 콘텐츠는 등장하는 캐릭터가 이동하고, 애기를 하도록 제작되어, 기존의 단순한 2D영상의 시청에서 살아있는 캐릭터를 시청할 수 있다. 제안 시스템은 TVML (TV program Making Language)을 기반으로 제작되며, 한 장의 영상이 주어지면, 3D Studio MAX 등과 같은 3D 콘텐츠 제작 툴을 이용하여 캐릭터 및 배경, 물체에 대한 객체 화일을 생성한다. 이렇게 제작된 객체 화일들을 TVML 스크립트에서 불러오고, 이들의 동작을 지시함으로써 살아있는 3D 영상 콘텐츠를 제작한다. 실험 콘텐츠로 신윤복의 단오풍정 그림을 적용하여, 배경에 깊이를 주고 또한 캐릭터들이 움직이고 말하게 된다. 사용자가 다양한 이벤트를 제작하면 보다 실감 있고 관람객의 몰입도를 높일 수 있다. 개인이 제작하기 힘든 방송용 실험 콘텐츠를 손쉽게 제작함으로써 Web 2.0 환경에서의 사용자 참여 중심의 콘텐츠 제작의 용이성을 제공한다.

• The Journal of the Korea Contents Association
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• v.21 no.2
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• pp.474-488
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• 2021

The application of Augmented Reality(AR) technology is visible in medical procedures, education, marketing, and journalism. By experimenting, this study examines how the evaluation of the three elements of augmented reality news contents(visual image, storytelling, interactivity) affects immersion and information acquisition. Specifically, a 2 (video technology: AR vs. general) × 2 (news type: disaster vs. sports) between-subject design was examined. Results showed that the evaluation of all three elements was higher when viewing AR news than when viewing general news. The level of immersion was higher when viewing AR news, and the evaluation of storytelling and interactivity had positive effect on the level of immersion regardless of the news types. However, the evaluation of visual images did not affect the level of immersion. Information acquisition was higher after viewing AR news, yet the effect of the evaluation of the three elements on information acquisition had not been found. Implication and discussion of the study were added in the end.

• 한국HCI학회:학술대회논문집
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• 2008.02c
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• pp.6-11
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• 2008

The more technologies of multimedia are developed and multimodal interactions are proposed, the more people expect immersive interactions. This paper presents a enhanced moyie system which provides viewers with passive haptic sensation synchronized with audiovisual media. Also, we discuss the potential haptic contents in a movie system and the characteristics of effective authoring tool generating various haptic contents for various scenes. Furthermore, an example of enhanced haptic movie system is discussed and the first version of our haptic authoring tool for creating haptic contents of a movie system is introduced.

• Journal of Digital Contents Society
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• v.16 no.1
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• pp.127-135
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• 2015

The development of stereoscopic display hardwares and 3D authoring softwares expands its application areas from particular virtual simulation applications to general movies, games, advertising applications. However, the binocular-based 3D stereoscopic images cause fatigue to viewers. Recent performed many research results about the binocular stereoscopy's depth perception and viewers' fatigue are derived from experimental users studies. In some results, watching and making guidelines for 3D stereoscopic imaging contents are introduced. The 3D stereoscopic-related contents have the contradictory aspects, which are audiences' pursuit of a tolerable minimum fatigue and producer's its of excessive depth changes for providing viewers' immersion. This paper provides user experiments and analysis data in aspects of 3D depth changes. For use of producers, a safety zone and translational velocity of 3D depth changes are introduced. Also, on the viewer side, we present the depth change adaptation time by using an EEG device.

• Journal of Broadcast Engineering
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• v.25 no.1
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• pp.113-116
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• 2020

This paper proposes a Quality of Experience (QoE) evaluation experiment to measure the effects of 360-degree video and sensory effects on the subject's degree of immersion, satisfaction, and sense of presence. The test subject responds to a questionnaire about the degree of immersion, satisfaction, and sense of presence after experiencing a 360-degree video accompanied by sensory effects while wearing a head-mounted display (HMD) with a scent diffusion device. As a result of the response analysis, it was confirmed that the proposed experimental method is suitable for measuring the subject's degree of immersion, satisfaction, and sense of presence about 360-degree video and sensory effects. On the other hand, inserting a gray screen for comparison experiments while watching a 360-degree video was found to cause a significant decrease in immersion and realism.