• The Journal of the Convergence on Culture Technology
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• v.10 no.2
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• pp.81-90
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• 2024

The purpose of this study is to examine the possibility of combining DOOH advertising, which has fully met the functional requirements of a standalone digital medium, with transmedia storytelling as a expansion of a new advertising area. This researcher examined the concept of transmedia storytelling used in various fields and its application cases in dramas, movies, and webtoons, and analyzed examples of transmedia storytelling approaches in the field of advertising. As a result of the analysis, it was analyzed that although OOH advertising has brought many changes in the way of content implementation with the advent of digital signage, DOOH advertising needs to be approached in a more diverse way in a situation where the boundaries that were considered to be the unique domain of each content are blurring. In particular, it has been analyzed that it can not only fulfill its role as an independent medium but also expand the scope of DOOH advertising by combining it with transmedia storytelling enthusiasts. These results suggest the need to incorporate DOOH advertising with transmedia storytelling strategies.

• Journal of the Korean Society of Costume
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• v.65 no.3
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• pp.104-116
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• 2015

This research has examined the relationship among film interest, clothing involvement, attitude towards ppl, preference for fashion products, and purchasing intention. In april 2014, 210 university students in Seoul and Incheon filled out a survey. Frequency analysis, k-cluster analysis, t-test, anova, duncan's multiple range test, regression, and mediation regression analysis were used to analyze. Students who were more interested in film were higher in clothing involvement. Clothing involvement had larger influence on preference for fashion products and purchasing intention than film interest. Students highly involved in clothing had more positive attitude towards ppl, preference for fashion products and purchasing intentions. Clothing involvement, attitude towards ppl and preference for fashion products directly influenced purchasing intention. The preference for fashion products had the largest influence on purchasing intention. The preference for fashion products and attitude towards ppl had mediation influences between clothing involvement and purchasing intention.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2009.11a
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• pp.111-114
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• 2009

멀티미디어(Multimedia) 시대에 있어 메시지(Message)를 통한 사회적 상호작용, 즉 커뮤니케이션 (Communication)은 시각적인 요소, 색채, 형태, 시간, 움직임 뿐 만 아니라 청각적인 요소도 메시지를 전달하는 표현요소로 자리 잡고 있다. 왜냐하면 시각이나 청각 어느 하나만으로 메시지를 전달할 때보다 시 청각을 조화시켜 메시지를 전달 할 경우에 인지도가 훨씬 높기 때문이다. 그리하여 본 연구는 영상 커뮤니케이션이 가지고 있는 시 청각적 요소들의 연관성을 찾고자 하였다. 오늘날 TV 이나 영화 인터넷 등등의 멀티미디어에서 우리는 정보전달과 설득의 영상 메시지들을 쉽게 접할 수 있다. 그 중에 특히 영상메시지의 역할을 극적으로 나타낼 수 있는 광고영상에 속한 시각적 요소 타이포그래피와 청각적 요소 사운드를 통해서 시 청각적 요소의 연관성에 대해 연구하였다. 먼저 다양한 광고영상을 소구방법과 내용에 따른 분류를 통해 분야별로 나누고 그 분야에 따른 시 청각요소의 사용 빈도와 유형을 조사하였다. 타이포그래피는 전달방법에 따라, 사운드는 사용 유형에 따라 나누어 빈도와 유형을 조사하였다. 영상의 시각요소와 청각요소의 적절한 사용이 수용자로 하여금 선호도 및 인지도에 높은 효과가 있다는 분석 결과를 가지고 국내와 국외 광고영상의 시 청각요소의 분포도를 조사, 분석하였다. 그리하여 향후 효과적인 영상 커뮤니케이션의 역할을 하기 위해 시 청각요소의 연관성을 고려한 효율적인 광고영상 제작방향을 제시하고자 한다.

• Korean Journal of Communication Studies
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• v.18 no.1
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• pp.165-193
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• 2010

The current study has significance in that it increases our understanding of BPL effectiveness by adding long-term memory dependent variables to widely used short-term memory variables. Furthermore, two unit of analysis of the current study, subject and BPL, made richer analysis possible as compared to previous studies. The result showed that BPL was effective in short-term recognition(52.8% of BPLs), long-term recognition(44.4% of BPLs), and long-term recall(30.6% of BPLs). The further result showed that audiovisual BPL, closeup BPL, long-exposed brand, leading actor using brand were more effective than other kinds of BPL. On the other hand, preference for the movie and preference for the actor were not significant factors in increasing people's memory of the brand name. Future researchers should settle the confusion existed in this field by inventing a more elaborate research design and exploring mediating and moderating variables in the subject of BPL effectiveness.

• The Journal of the Korea Contents Association
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• v.13 no.12
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• pp.690-701
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• 2013

With the increasing adoption of social network services (SNS), the cultural and art industry is also embracing SNS as an important tool of marketing. Users can share various cultural experiences on SNS easily, and companies can analyze SNS to understand the users for effective marketing. Based on this background, this study analyzed users' behavior and attitude about movies according to SNS usage types. Users of SNS were surveyed and clustered into 'information seekers', 'fun seekers', and 'relationship seekers'. Next, the behavior of the users in each cluster was compared regarding information search about movies, preferred online advertisement channels, and post-watching behavior. The results showed that the SNS usage type has significant relationship with the behavior and attitude about movies. This suggests that movie industry can establish effective online marketing strategy by analyzing SNS usage of users.

• The Journal of the Convergence on Culture Technology
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• v.6 no.3
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• pp.83-90
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• 2020

Recently, a growing number of copyright infringement websites have illegally copied and posted works such as broadcasting, movies and music, and posted advertisements to make profits. The research is aimed at finding solutions by analyzing the current status of advertisements on copyright infringement websites. The results of this study are as follows. First of all, there are many advertisements harmful to teenagers, such as casinos, betting, games, adult products, and adult meeting, which is necessary to deal with. Secondly, there were many unethical advertisements on copyright infringement websites, but there were also many advertisements from famous companies. Advertisements from large companies and famous brands are also being executed continuously, which can create trust in illegal sites. Therefore, the government, advertisers, citizens, and academia should participate in a campaign to root out the use of illegal websites because it is impossible to eradicate them by crackdown alone. In this paper, we pointed out the practical problems of advertising execution, the main source of revenue for copyright infringement websites, and presented a comprehensive solution.

• The Journal of the Korea Contents Association
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• v.17 no.10
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• pp.503-517
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• 2017

After a few recent documentary films had commercial success, factors for their success are getting attention. This paper explores the factors of the financial success of two documentary films. "My Love, Don't Cross That River" gained extended popularity with its universal message, and "Two Doors" conveyed a poweful political message. This paper conducted a case study by inteviewing production directors and distribution managers. Analysis was based on the three categories suggested by Litman and Kohl(1989): creative sphere, distribution-scheduling release pattern, and marketing efforts. Findings present the common factors of the two movies' success in the following areas: persons and events showing a powerful reality, a message with new and fresh insight, artistic quality, distribution strategy with timely scheduling, release time (period), public relations, and advertising.. In addition, "My Love, Don't Cross That River" was helped by a sufficient budget for scheduling/releasing and advertising. Its wide-release stratergy worked as well. "Two Doors" was aided by the government support for release and by the special factor called 'Participating viewer'. By examining the factors of documentary films' commercial success, this study has an implication for the popularization of documentary movies by indicating how to strategically apply relevant factors.

• 한국디지털정책학회:학술대회논문집
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• 2005.06a
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• pp.89-98
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• 2005

간접광고의 한형태인 영화나 드라마 속에 제품배치(PPL)는 온셋 배치와 크리에이티브 배치로 분류할 수 있다. 온셋 배치(on-set placement)는 맥락효과 속에 전경(foreground)에 해당되며, 크리에이티브 배치(creative placement)는 배경에 해당되기 때문에 소비자의 정보처리에 의한 기억효과가 다르게 나타난다. 온셋배치의 경우 자극의 현저성으로 인하여 정교화 가능성 모델이론의 설득의 중심경로를 통한 정보처리효과가 나타나기 때문에 명시적 학습을 하게 된다. 반면에 드라마 배경에 해당하는 PPL의 크리에이티브 배치는 정교화의 수단이 낮아서 배경의 여러 단서들과 함께 설득의 주변경로를 통한 정보처리를 할 것이다. 따라서 암묵적 학습을 할 가능성이 높게 나타나게 된다. 이러한 제품배치의 형태에 따른 학습기억의 형태는 조절변수인 관여도에 따라 다르게 나타날 것이다. 제품관여도가 높은 경우에는 크리에이티브 배치를 하여도 명시적 학습을 할 가능성이 많은 반면 제품관여도가 낮은 경우 크리에이티브 배치를 하게 되면, 암묵적 학습효과가 미약하거나 일어나지 않을 가능성이 많다. 그러므로 제품관여도가 낮은 상품의 경우에는 제품배치시 가능한한 크리에이티브 배치피하는 것이 유리 할 것이다.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2017.06a
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• pp.241-242
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• 2017

최근 영화, 광고, 미디어 전시 등의 분야에서 다양한 특수 효과가 처리된 장면의 연출이 적용되고 있다. 특히, 미디어 전시, 공연 등에서는 관객 혹은 공연자의 움직임에 반응하는 예술적 영상의 인터랙티브 표현들이 시도되고 있다. 이에 본 논문에서는 광고, 전시 등에서 효과적으로 활용될 수 있는 인터랙티브 포토 모자이크(photographic mosaic) 영상을 생성하는 시스템을 제안하였다.. 제안 시스템에서는 관객의 출현을 인지하고, 관객의 얼굴을 자동으로 캡쳐하여 관객의 얼굴 사진을 이용한 모자이크 영상을 실시간으로 생산한다. 이 때, 흥미 유발을 위하여 모자이크를 구성하는 관객의 얼굴 사진 조각들이 움직임을 가지는 작은 사각의 입자로 표현되어 서로가 충돌하며 자연스러운 움직임을 통하여 하나의 영상으로 맞춰가는 모습이 보여지도록 하였다.

• Archives of design research
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• v.14 no.2
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• pp.87-94
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• 2001

3D character animation grow rapidly with the development of computer graphic technology and software. Nowadays 3D character animation holds a important position in the various industry fields including movie, advertisement, animation, and game. With the rapid growth of computer graphic, real time animation of complex characters as well as high quality rendering, which was impossible before, are now prevailing. What is remarkable in this growth is the appearance of virtual idol. The virtual idol plays a leading role in 3D character animation and has a synergy effect in the field of fancy and theme park industry. The aim of this inquiry is to examine the status of computer graphic skill and media related to the 3D character animation to search out the problems in the fields and to propose the solution of the problems