• The Research Journal of the Costume Culture
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• v.8 no.6
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• pp.791-805
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• 2000

The purpose of this study is to analyze the jeans advertising campaigns of the 1990's in South Korean magazine advertisements and their relation to the beauty trends of the 1990's in South Korea. There are three significant and varying periods in the 1990's. Each period will be dissected into four categories. The four categories are 1. Catchphrases 2. Pose selection of the models 3. Selection of models 4. Overall images and themes of the ads. The results are as follows : 1. 1990∼1993 ; Youth & Freedom From 1990 to 1993, jean ads emphasized the catchphrsase and the dynamic pose more and used the Korean model. The ads displayed youthful energy and the freedom of the younger generation. 2. 1994∼1997 ; Sex Appeal From 1994 to 1997, the second transition in jeans advertisements focus shifted from the youthful images of the early 90's to more sexually oriented ads. In terms of model selections and pose, Caucasian models instead of Korean models, and static pose were used more. The ads emphasized the image more than the catchphrase. 3. 1998∼1999 ; Diversity of Individuality & Naturalism During 1998 to the present day, the jeans ads no longer focused on groups but the diversity of individuality. The other focus of ads was the naturalism and the harmony with the nature. Both the static and dynamic pose, Korean model, and the image ads were used.

• The Research Journal of the Costume Culture
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• v.5 no.4
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• pp.80-88
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• 1997

The purpose of this study was to identify the denotating of visual message and linguistic message in the advertisement of Jean-wear, and to identify the image type in the advertisement of Jean-wear. Content analysis was done using the advertisement of Jean-wear from several fashion magazines which were published from January, 1996 to August, 1997. The advertisement of Jean-wear reflects the reality using the photos, and is image appeal type, appeals to the model\`s lifestyle, the western value. And that mostly singles person was appeared in the advertisement means solitude in modern society.

• Science of Emotion and Sensibility
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• v.19 no.1
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• pp.111-126
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• 2016

As the marketing value of Facebook advertisements increases, companies seek to create successful Facebook advertisements in order to promote their brands or products. This research aims to identify Facebook advertising factors that influence users' eye movements and attention, and thereby to investigate effective visual elements of Facebook advertising contents. Firstly, we identified two contributing factors influencing users' responses to Facebook advertisements: the formats of advertising contents(Text, Text in Image, and Movie) and the product properties(Involvement, Think/Feel). Based on theoretical reviews, eye tracking tests and surveys were conducted in order to examine how these two factors affect users' responses on Facebook, i.e. visual perception and users' purchasing responses. It was found that there were distinctive patterns of users' visual perceptions and purchasing behavioral responses according to the formats of the advertised contents. Meanwhile, the advertised products' properties influenced only the users' purchasing responses. Finally, the key findings of this research offer helpful guidelines for providers and developers to create effective SNS advertisements.

• Journal of Digital Contents Society
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• v.16 no.4
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• pp.615-622
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• 2015

Recently virtual advertising is located in an important area of interest in the TV market by convenience of application and reduction of cost. The methods of inserting a virtual advertising in broadcasting are Up-link that method insert the image through the production equipment of the broadcasting station and dispatch equipment and technical personnel in the shooting and Down-streaming that method insert a virtual image automatically in relay video using image processing technology. In recent years, the image processing technology is an important research area in the virtual advertising area for automatically insertion of advertising images. In this paper, we propose the method to extract less-informative region in sports video using image processing. The proposed method extracts less-Informative region through rectangle detection of Hough transform and analysis of color histogram distribution.

• Information Systems Review
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• v.8 no.3
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• pp.135-152
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• 2006

This study has been performed to analyze and identify some factors which has impact on the level of consumers' acceptance for the mobile ads. For better results and more reasonable generalization of the results, this study targets consumers in two such countries as Korea and U.S.A. This research investigates the determinants of consumer's acceptance for the mobile Ads. Based on TAM(Technology Acceptance Model) and Flow theory, our research adopts some factors for a theoretical model such as entertainment, information, irritation, credibility, flow experience, attitudes and acceptance intention. For examining an implied relationships by this research model, a survey was conducted by collecting research data from students and consumers of mobile ads in Korea, and U.S.A. This data was analyzed based on using AMOS, the structural equation modeling and a second-generation multi variant technique, and has gained distinct advantages over other technique.

• The Research Journal of the Costume Culture
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• v.8 no.6
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• pp.949-963
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• 2000

Jambangee's advertisements in spring 1998 attracted public attention by the differentiating message of 'nationalism'. The purpose of this paper is to interpret Korean youth's culture of consumption, value, thought and culture expressed in these advertisements. The semiotic analytic method of F. Saussure and R. Barthe were used. Metaphor and metonymy as interpretive tools were used. Two levels of meaning, denotation and connotation were examined, and idelogies and mythologies were sought. Contrary to the most of jean advertisements which show youth, characteristic style, western life style and westernized beauty, refinement, materialism, and social differentiation, Jambangee's advertisement showed nationalism and patriotism. These advertisements criticized that preference of imported goods and ostentation of purchasing power brought crisis of economy and I.M.F. system. Jambangee's jeans symbolized as the meaning of nationalism and patriotism were suggested as a way to save our country. Jambangee's advertisements are meaningful. Because we had accepted western fashion passively so far, but for the first time Jambangee applied Korean design elements to jeans and gave new meanings to them through the 'nationalism'campaign.

• Korean journal of communication and information
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• v.32
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• pp.333-367
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• 2006

This paper attempted to examine to what extent advertising as expression has been constitutionally protected through an analysis on the reputational-right-related legal cases. In order to make the understanding more clearly, this paper applied Van Alstyne's graphical depiction on how commercial speech is protected compared with other constitutional rights such as political speech, private expression, defamation, and obscene expression. Through the analysis, this paper found out that first, in the legal cases, there has been no consideration on whether the status of the plaintiff is public figure or private figure, whereas in the libel cases, Korean courts has made a distinction between public figure and private figure since 2002; second, when the case is concerned with corporations, the Korean courts do not give consideration on the status of corporation, while the status of corporation is a somewhat important factor in deciding the degree of responsibility in the U.S.; third, even though it is clear that advertising in Korea is being protected as expression, it is nebulous whether it is well balanced with other personal rights that are constitutionally protected. Conclusively, applying the Alstyne's graphical depiction on Korean advertising, it advertising as expression in Korea is being provided lower protection than defamation. To put it differently, like the case in the U.S., advertising, although it is allegedly protected as expression, does not yet enjoy full-fledged constitutional protection in Korean society. Rather, there must be some actions to be taken to enhance the degree of protection of advertising.

• The Journal of the Korea Contents Association
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• v.21 no.8
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• pp.32-48
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• 2021

This study attends to the phenomenon of major domestic corporations advertising their respective brands on official YouTube channels, reflecting the increasing importance of YouTube as a medium for marketing communication. One hundred vlogs of corporations with an official YouTube channel were content analyzed and their banded content attributes, advertising model's characteristics, advertising appeals, creative strategy, and consumer responses were investigated. Results show that the vlogs of employees were generally formulated with information on their colleagues' tasks and interviews. Findings also demonstrate that the characteristics of the model featured in vlogs had the most significant effects on consumer responses. Amongst the creative strategies, the user image had positive effects. However, branded content characteristics and advertising appeal types were found to have relatively weak effects. This research offers a theoretical understanding of the factors that influence consumer responses to the new type of advertising, corporate vlogs, in terms of branded content characteristics and advertising strategies. From a strategic point, it is anticipated that the reinforcement of user image and the utilization of an attractive model will produce positive responses from consumers.

• The Korean Society of Law and Medicine
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• v.17 no.2
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• pp.177-219
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• 2016

A commercial advertisement is not only a way of competition but also a medium of communication. Thus, it is under the constitutional protection of the freedom of business (article 15 of the Constitution) as well as the freedom of press [article 21 (1) of the Constitution]. In terms of the freedom of business or competition, it should be noted that an unfair advertising (false or misleading advertisement) can be regulated as an unfair competition, while any restraint on advertising other than unfair one might be doubted as an unjustifiable restraint of trade. In terms of the freedom of press or communication, it is important that article 21 (2) of the Constitution forbids any kind of (prior) censorship, and the Constitutional Court applies this restriction even to commercial advertising. In this article, the applicability of these schemes to advertising of the so-called learned professions, especially physician, are to be examined, and some proposals for the reformation of the current regulatory regime are to be made. Main arguments of this article can be summarized as follows: First, the current regime which requires advance review of physician advertising as prescribed in article 56 (2) no. 9 of Medical Act should be reformed. It does not mean that the current interpretation of article 21 of the Constitution is agreeable. Though a commercial advertising is a way of communication and can be protected by article 21 (1) of the Constitution, it should not be under the prohibition of censorship prescribed by article 21 (2) of the Constitution. The Constitutional Court adopts the opposite view, however. It is doubtful that physician advertising needs some prior restraint, also. Of course, there exists severe informational asymmetry between physicians and patients and medical treatment might harm the life and health of patients irrevocably, so that medical treatment can be discerned from other services. It is civil and criminal liability for medical malpractice and duty to inform and not regulation on physician advertising, to address these differences or problems. Advance review should be abandoned and repelled, or substituted by more unproblematic way of regulation such as an accreditation of reviewed advertising or a self-regulation preformed by physician association independently from the Ministry of Health and Welfare or any other governmental agencies. Second, the substantive criteria for unfair physician advertising also should correspond that of unfair advertising in general. Some might argue that a learned profession, especially medical practice, is totally different from other businesses. It is performed under the professional ethics and should not persue commercial interest; medical practice in Korea is governed by the National Health Insurance system, the stability of which might be endangered when commercial competition in medical practice be allowed. Medical Act as well as the condition of medical practice market do not exclude competition between physicians. The fact is quite the opposite. Physicians are competing even though under the professional ethics and obligations and all the restrictions provided by the National Health Insurance system. In this situation, regulation on physician advertising might constitute unjustifiable restraint of competition, especially a kind of entry barrier for 'new physicians.'

• Information Systems Review
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• v.9 no.1
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• pp.1-21
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• 2007

This research investigates the determinants of consumer's acceptance for the mobile Ads. Based on TAM(Technology Acceptance Model) and Flow theory, our research adopts some factors for a theoretical model such as entertainment, information, irritation, credibility, flow experience, attitudes and acceptance intention. For examining an implied relationships by this research model, a field study using survey methodology for data collection was conducted. This data was analyzed based on using AMOS, the structural equation modeling and a second generation multi variant technique, and has gained distinct advantages over other technique. After some model modification according to model generating strategy approach, this study shows that entertainment, irritation, credibility and flow experience have significant effects on the attitudes. And also, this attitudes have acceptance intention in mobile Ads. In conclusion, implications are discussed along with limitations and further research direction.