• The Journal of the Korea Contents Association
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• v.15 no.11
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• pp.58-73
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• 2015

For the purpose of achieving ad novelty, certain types of ads are frequently created to gain consumers' attention leaving out some of the main creative elements which have generally been considered to be important in producing ad effectiveness. Given circumstance, this experimental study examines the effects of different sets of creative elements in TV advertising; specifically, the research manipulated a TV commercial containing different types of creative elements and explored the effects on attitude towards the ad and the brand. The results are summarized as follow: Fist, there is significant difference in both ad attitude and brand attitude between two groups. The group of people who watched a TV commercial including both product & non-product related elements showed higher mean attitude towards the ad. Second, the ad with both product & non-product elements led more favorable attitude towards the ad when brand familiarity is high. Finally, the group of male participants showed more favorable attitude towards the ad with both product & non-product related elements when brand familiarity is low. Findings from this study will be able to provide a valuable contribution to the strategic decision-making process as ad agencies look for the basis for consideration of creative strategy in TV advertising.

• 프린팅코리아
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• v.13 no.9
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• pp.101-103
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• 2014

어도비는 최근 크리에이티브 클라우드의 14개 데스크톱 애플리케이션의 새 버전을 발표했다. 이번 대규모 업데이트는 CS6 이래 가장 큰 규모로, 4가지 새로운 모바일 앱 및 크리에이티브 클라우드 서비스의 업데이트가 포함됐다. 포토샵 CC에는 더욱 똑똑해진 스마트 가이드, 향상된 레이어 구성요소, 사실적인 모션 블러 효과 등이 추가됐다. 추가된 포커스 마스크, 향상된 레이어 구성요소 등에 대해 알아본다.

• 프린팅코리아
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• v.13 no.8
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• pp.114-116
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• 2014

어도비는 최근 크리에이티브 클라우드의 14개 데스크톱 애플리케이션의 새 버전을 발표했다. 이번 대규모 업데이트는 CS6 이래 가장 큰 규모로, 4가지 새로운 모바일 앱 및 크리에이티브 클라우드 서비스의 업데이트가 포함돼 있다. 포토샵 CC에는 더욱 똑똑해진 스마트 가이드, 향상된 레이어 구성요소, 사실적인 모션 블러 효과 등이 추가됐다. 추가된 새로운 모션 효과에 대해 알아본다.

• Journal of Digital Contents Society
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• v.17 no.1
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• pp.33-41
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• 2016

This study aims to suggest practical ways to interact effectively with consumers based on current situation of 'media creative' and media use patterns. Cases of digital signage are reviewed in the perspective of cross media, and the strategic meanings of cross media are explored according to interactivity. Results are collected through 'Naver' search engine service, and can be possibly assorted into five media combined types: SNS-combined, QR codes or Augmented Reality(AR)-combined, Brand App(application)-combined, Online to Offline-combined, and Behavioral factors-combined ones. Some strategic suggestions on media creative are given for effective interaction with consumers.

• Proceedings of the Korea Society of Design Studies Conference
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• 1998.05a
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• pp.5-6
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• 1998

• Proceedings of the Korean Institute of Intelligent Systems Conference
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• 2007.11a
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• pp.231-234
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• 2007

광고는 우리 생활 속에 많은 영향을 끼친다. 광고는 다양한 분야에서 활용되고 있으며, 새로운 기술과 사회문화 전반을 반영하기 때문에 다양한 정보와 지식을 필요로 한다. 광고 제작자는 다양한 광고 수용자 층을 포괄하기 위해 다채로운 전달 매체와 기법 등을 이용하여 광고 크리에이티브(광고 제작을 위한 아이디어) 전략을 수립하게 된다. 이를 바탕으로 광고 메시지의 효과적인 전달을 위하여 크리에이티브 컨셉(광고의 주요 소재, 테마)을 세우게 되는데, 이 때 주목하는 점은 독창적이고 영향력이 있는 아이디어야 한다는 것이다. 광고는 대중매체를 통해 전달되므로 목표 수용자의 크기는 쉽게 예상할 수는 있다. 하지만 제작의 과정은 복잡하고 창의적인 방향을 지향하므로 수용자를 고려하였다고 하더라도 어떤 반응을 일으키는지 예측하는 것은 어렵다. 본 논문에서는 이미 매체를 통해 전달된 광고들을 광고의 제작과정에서 사용되는 요소 중에서 수용자들이 평가 가능한 기준을 설정해 수용자들의 반응을 수집, 수치화하여 결정트리에 적용하였다. 이률 이용하여 새로이 제작되는 광고가 수용자에게 어떤 반응을 불러일으킬지 판단하는 시스템을 설계하였다.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.5 no.1
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• pp.1-18
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• 2010

Cultural industry along with cultural content that forms the center of cultural industry is the field whose interest is continually increasing due to the increase of weight in the national economy and the strengthening of importance in future value. Cultural content, particularly, accounts for the essential position in starting a business around one-person business, which recently arouses high interest in a nation. However, it is true that the debates on the rapid growth and identity of cultural content in contrast to the reinforcement of its position, and the criticisms about the lack in development of material and cultural content in staring a business show the limitation of overall cultural content in Korea. This research examines recognition of cultural industry or cultural content through terminologies of definition as well as the relationships of configures in accordance with the outcome of cultural content. Findings demonstrate that cultural content in Korea revealed the highest cultural orientation which is the same as existing interpretations, and as comparison objects, entertainment industry in the U.S. and creative industry in the UK contained the highest part of entertainment and creativity respectively. It reflects that mythical elements of language that has been discussed from the structuralist perspectives are projected in the relevant field. In conclusion, the conceptual definition of cultural content has the structure to project advantages and disadvantages of existing culture, and this limitation needs to be overcome in securing the items and business value in starting a business.

• The Journal of the Convergence on Culture Technology
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• v.9 no.6
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• pp.453-459
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• 2023

This study analyzed the creative properties of public service advertisements and public content in outdoor advertising. The results of a case analysis focusing on outdoor advertisements for fundraising are as follows. First, government ministries were mainly found as advertisers. Second, most of the advertising messages were about policy promotion by the government and public institutions, with few public content or public interest messages. Third, in terms of expression, text took up more weight than visual elements, and illustrations were the main visual expression element. This proves that the public content of domestic outdoor advertisements mainly has a strong purpose of conveying direct information.

• Journal of the Korean Society of Costume
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• v.55 no.2 s.92
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• pp.45-57
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• 2005

The creative fashion design is the technique which ran be obtained through the structural analysis of the relationship between principle, element-combination and idea-expression. In the research, as the results of theoretical survey of design structure and idea-expression, the structural and subjective designs are classified and defined: a. the structural design is analyzed with the existing examples based on the combinational Idea-expression of the O.C.L method, and b. the subjective design is also analyzed connecting the real examples to Cordon method, Synetic method, Association method, and expansive idea-expression-method obtained by the Experiences of Geometrical Combinations. The research can be summarized as follows: 1. The creative fashion design which emphasizes the geometrical structure utilizes the modification method whirh combines the shapes and constructs extraordinary structural beauty coming from the complex structural principle, that is, emphasis and balance. 2. The creative fashion design which emphasizes specific subjects utilizes the modification method which mimics representative and plastic resemblances and constructs symbolic structural beauty coming from the simple structural principle, that is, material elements.

• Archives of design research
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• v.12 no.2
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• pp.199-207
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• 1999

The internet technology is sufficient to attract our curiosity and adequate for enterprises to advertise its commercial message very effectively. It is a network that makes the computer be a major media. We have leading concerns in the internet advertisement because we expect that it will be the tool of a chief communication in the future. The banner advertisement in the Internet is considered as an active media. The banner advertisement is greatly various as the effective marketing tool from commercial banner to the personal homepage. Considering to the user's computer environment and Internet environment, this thesis shows what the banner advertisement of the enterprise's marketing and general understanding Influences expressions of the banner advertisement's creative factors and effective methods. It also suggests the analysis about the banner advertisement expression's creative factors. According to the analysis of banner advertisement in the domestic news site, It might be investigated the creative factor's absence and problems in design field.