• Title/Summary/Keyword: AD attitude

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Semiological Implication of Dance Images in TV Advertisement (TV광고에 나타난 무용이미지의 기호학적 의미에 관한 연구)

  • Park, Ayoung
    • Trans-
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    • v.1
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    • pp.21-44
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    • 2016
  • Advertisement is composed with symbol and sign with messages trying to express. Especially, ad with dancer introduces goods or meaning of contents with the motion of dance. In this, contents of dance or motion of dancer contains symbol and sign, understanding how ad and dance are expressed meanings with which symbol and the symbolic meaning of dance or dancer on ad. To that end, this study is for analyzing expressed symbol with dance corresponds with the aim of ad and finding the way or attitude of how normal people accept dance by reevaluating symbolic meaning of dance itself. In this study, advertisement producer and director's related data is secured for understanding direction and intention of producer, and previous study related with the study purpose, image, and effect are analyzed for understanding image of dance as a physical sign on TV advertisement. With data from www.TVCF.co.kr. TV advertisement analysis is conducted only with four ads in 2008(Nam Kwang Eng. & Const Co., Lotte Dept. Store(premium sale/gift card), Hyundai Motor Company Santa Fe -Pilobolus) and one ad in 2011(PNS The zone Sash Italy Arena di Verona when dance was used for advertisement with the highest frequency per year. Also, based on considered important factors from repeatedly watching each advertisement, scenes where movement or motion of dancer and screen word is greatly changed are analyzed as a priority. Image analysis of dance is conducted with structure studies based on physical image(line, costume, expression) and dan image(type motion, qualitative feature, mood of dance). As a result, the symbolic dance image appeared in TV advertisement can be discussed as follows. First, symbol and sign of dance on advertisement corresponds with material objects of advertisement. For instance, on the TV advertisement where Lee Youngwoo appeared, his motion as a signifer means challenge for the future of Nam Kwang Eng. & Const Co., with fast turn, jump, assemble turning jump, and sliding. Second, physical image of dancer depending on intention of sender corresponds in general, but there are somewhat differences in image of dance. This makes people to unconsciously recognize symbolic image of dance on TV ad while they watch it at the same time. Especially, when it comes to advertisement, it exposes frequently with broadcasting of organized programs from a broadcaster, living long-time memory. It can be differ based on idea and character of each of receiver. Advertisement is a medium making people naturally adopt cultural art for ordinary people in their lives. Broadcasting public art from TV advertisement widely exposes pure art to people, which was only avaliable for minority, sublimating it as an art of public culture.

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User Experience(UX) of Facebook: Focusing on Users' Eye Movement Pattern and Advertising Contents (Facebook의 사용자경험연구: 사용자의 시선경로와 광고콘텐츠를 중심으로)

  • Kim, Tae-Yang;Shin, Dong-Hee
    • The Journal of the Korea Contents Association
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    • v.14 no.7
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    • pp.45-57
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    • 2014
  • This study examines subjects' eye movement pattern and surveys their attitudes to the exposed advertisements on the Facebook. Different from the F-shaped pattern of the typical Web pages, users' eye movements on the Facebook have shown a rough H-shape. Even though a large number of users have shown F-shaped pattern on the ordinary Web pages in order to skip the contents of a Web, subjects' eye-movement pattern on the Facebook has H -shaped pattern due to the unique User Interface (UI) of the Facebook. With the right side and vertical arrangement of ads on the Facebook, users skip the page with having a large H-shaped pattern. In addition, this study set four AOIs(Area of Interest) that are advertising sections comprised on the Facebook Web page and measured fixation length within the AOIs then surveyed subjects' attitudes about the exposed ads. Through the experiment and survey, this study offers the optimum advertising position that can attract Facebook users' attention. As the result of experiment and survey, the second ad has the subjects' highest attitude to advertising and fourth ad is the next effectiveness and first and third ad followed. This study highlights the key implications to provide better user experiences(UX) and marketing strategies to users who are the consumers of companies and organizations which have a plan to put their advertising on the Facebook.

A Study on Signification of Components in Fashion Advertising (의류광고 구성요소의 의미화 고정에 관한 연구)

  • 라수임
    • The Research Journal of the Costume Culture
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    • v.6 no.2
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    • pp.203-216
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    • 1998
  • In the study, conceiving that signifying processes like model, setting, advertisement and description are important to promote the purchase of clothes that would satisfy consumer's desire by their expressing mode, I considered the processes of components of which fashion ads consist. As for the methods to study, I regarded the results presented from prior researches of clothing & textiles and other disciplines for the components of fashion ads and objectified their image that may be interpreted subjectively: and then, I adopted to analyse them using advertisement-semiological method to make clear the signifying processes. The results are as follow: 1. Fashion ad, one of visual symbols to transfer brand image, conveys the image with which various components are combined like model, clothes, setting and description as signs. ① the image of clothes amy be differently expressed according to social, cultural norm and individual characteristics, in the case of clothes, therefore, the signified can be regarded as the transferred image by design of the clothes① sign, and the abstract conception which may be rise to mind by the image in a ceratin culture. ② Each signifier such as countenance, line of vision, attitude and hairstyle of a model conveys different image, or the signified, respectively, and it amy operate as a sign that can express the brand image symbolically. ③ The signifiers like background, color and property symbolize the advertised merchandise of clothes and define it attribute.. 2. In the case of fashion ads, key referent systems are fashion phenomena, contemporary role image, social psychology, common morality, and social, economical and milieu.

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A Study on Advertisement Effects of Mobile Fashion Advertisements -Focused on Ad Types and Categories- (모바일 패션 광고효과에 관한 연구 -광고유형과 품목의 차이를 중심으로-)

  • Lee, Seung-Hee;Jang, Yoon-Kyung
    • Journal of the Korean Society of Clothing and Textiles
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    • v.30 no.9_10 s.157
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    • pp.1455-1463
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    • 2006
  • The purpose of this study was to examine the advertisement effects of mobile fashion advertisements, specifically focusing on how the mobile fashion advertisement effects work according to advertisement types and categories. Two hundred female college students participated in this study. For data analysis, descriptive statistics, factor analysis, and t-test were used for this study. As the results, first, advertisement attitudes were classed into three factors such as cognitive factor emotional factor, and behavioral factor. Second, regarding the effect of advertisement types, pull advertisement type had higher advertisement attitudes, and higher purchasing intention than push advertisement type. There was not significant in brand attitudes between pull advertisement and push advertisement. Third, for the effects of advertisement categories, clothing advertisement had higher cognitive factor and behavioral factor, and higher purchasing intention than accessory advertisement. There were not significant in emotional factor and brand attitude between clothing and accessory advertisements. Based on these results, M-commerce fashion advertisement marketing strategies would be suggested.

A Study on the Role of Cultural-Psychological Variables in the Country-of-Origin Effect (원산지효과에 대한 문화심리적 변인의 역할에 관한 연구)

  • Yoon, Sung-Joon
    • Asia-Pacific Journal of Business
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    • v.11 no.3
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    • pp.291-306
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    • 2020
  • Purpose - This study attempts to expand the realm of country-of-origin theory to incorporate the relevant cultural-psychological variables (i.e., ethnocentricism and psychological distance). Design/methodology/approach - This sttudy verified the effects of the two antecedent variables on the consumers' purchase intention of Korean prducts. For this purpose, the study implemented survey questionnaire mathod on respondents living in Liaoning Province of China. Findings - The study result confirmed the relationship betweencountry image, product attitude, and purchase intention of Korean products. Also, the study found that ethnocentrism adversely affects Chinese consumers' purchase decision on Korean products. Finally, the study confirmed the that psychological distance moderates the relationship between country image (ad product image) on purchase intention. Research implications or Originality - The study provides useful implications on the studies focusing on the country-of-origin effect in that it confirmed the effets of cultural-pychological variables such as ethnocentrism and psychological distance. The result also offers useful corporate strategies for the companies entering Chinese market particularly in segmenting the market based on such cultural-psychological variables.

The Role of Imagery vs. Analytical Advertisement on New Products Evaluation

  • Lee, Juyon;Chu, Wujin
    • Asia Marketing Journal
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    • v.22 no.2
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    • pp.59-85
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    • 2020
  • Combining prior theories on innovation newness with information processing style (imagery vs. analytical), this study presents a theoretical framework; develops hypotheses; and makes predictions on how analytical versus imagery ads influence consumers differently depending on the newness level of products. The study shows that consumers are more likely to evaluate RNPs (radically-innovative new products) positively when they are advertised with imagery cues. Compared with analytical advertisements, imagery advertisements increased advertising effectiveness, product evaluation, and purchase intention of RNPs. These effects were demonstrated by using stimuli from two product categories consisting of washing machines and cars. In particular, in advertisement for RNPs, verbal description that induced imagery processing, such as "picture yourself using this product," was more effective in generating favorable responses, compared to verbal description that induced analytical processing, such as explanation of product attributes. This difference was present for RNPs, but not for INPs (incrementally-innovative new products). INPs are continuous innovations that are easier to understand, thus imagery ads do not provide additional advantage for consumers in understanding the innovation, compared to analytical ads. In RNPs, imagery ads can highlight new benefits that may have been neglected or undervalued by consumers, leading to greater message persuasiveness. Implications for marketing of RNPs are discussed.

A Content Analysis of the test of the National Examination for Registration Nurses in Korea over 3 years (간호사 국가고시문제의 내용분석)

  • 서문자;윤순녕;유지수;송지호;최경숙
    • Journal of Korean Academy of Nursing
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    • v.26 no.1
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    • pp.73-93
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    • 1996
  • This study aimed to analyse the test contents of the national examination for the registered nurses (NERN) over 3 years from 1991 to 1993 in Korea. In recent years in Korea, the MCQ(multiple choice question) has been showing to be a highly recognized method for assessing the qualification of registered nurses. Unfortunately, nursing faculties have found NERN had some bad MCQs through having evaluation workshop for Some MCQs often provide so many unwriting clues which become a bias of the results, and some items fell into the category of the lower level of educational taxonomy such as isolated recall a fact or data. Frequently the stems of the questions are ambigous, unclear, disputable, esoterical or trivial. Considering those fallacies of the national examination, it is very critical to review the test items to see whether it is of high quality, is more fair, reliable and objective in depth. Therefore, this study was done to provide data for the improvement of the test contents as well as the teachers's assessment skill. For this study, the ad hoc committee was composed of 16 members, including 5 education board members of Korean Academic Nurses Association and 11 nursing faculty members. This committee had one day panel discussion and filled the checklist for this study. The process of analysing data was held over 10 times during 1992-1994. The analysis focussed on educational taxonomy such as cognitive domain(knowledge), psychmotor domain (skill), affective domain(attitude) and the level of learning such as recall, understanding, problems solving, and learning area of theory and practice, and the learning content categorised by nursing process and disease process. The test analysed using difficulty index and the structure of the test items was analysed. The conclusions and suggestion as follows : 1. In learning area, the average ratio of the theory and practice was 1 : 1.1 which was less than 1 : 2 suggested by Korean National Health Institute, and the ratio was different by the 8 leaning subjects of nursing. 2. In category of the educational taxonomy, the knowledge domain was emphasized mostly(79. 7%), the skill domain was 14.9%, and the attitude domain was 5.4% only. 3. In the level of learning, generally, the test items of the level of recall(45.5%) and the understanding(46.3%) were covered almost and the problem solving was 8.1%. 4. In the learning contents, generally, the test items related to nursing process was 67.2% and that of disease process was 32.8%. However, this proportion was different by the 8 leaning subjects. Even though the nursing diagnosis has been emphasized in nursing curricula recently, the test items of this was identified very few. 5. In the structure of the test item, some were not clear, incorrect grammar, unclear description and some have clues to answer. 6. In the item analysis, the non-acceptable level of the difficulty index (means too easy) was 65.7%, and the acceptable level was 33.9%. Considering the results we would like to suggest the followings, 1. Since the test items of knowledge domain was dominant, the test items of the practice domain and attitude domain should be emphasized more. 2. The regular review and analysis of NERN should be arranged in order to improve the quality of the test items which will give influence to the nursing education positively.

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Factors of Family Function and Self-efficasy Influencing Old Patient's Decision of Advance Directives Attitude (노인환자의 사전의료의향서 태도 결정에 영향을 미치는 가족기능과 자기효능감 요인)

  • Kim, Mi-Hye;Chun, Je-Ran;Hong, Seong-Ae
    • Journal of Convergence Society for SMB
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    • v.6 no.4
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    • pp.123-129
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    • 2016
  • This study was conducted to understand influential factors in determining the advance directive attitudes of elderly patients. Structured survey questionnaires were distributed using a convenience sampling method to the residents of long-term-care facilities. As a result, the attitudes toward advance directives were accounted having 2.84 points, the functions of a family with 2.73 points, and the level of self-efficacy with 3.45 points. Participants who have higher family functions were found to have negative attitudes toward self-efficacy, as the relationship between two variables were in the negative correlation (r =-.324, p<.01). However, participants who have higher self-efficacy showed positive attitudes toward advanced directives as the two variables were in the positive correlation (r =.340, p<.01). This study will contribute to the settlement of the AD in Korea.

A Critical Review of Medical Humanities Education Curriculum Development Based on Kern's Curriculum Development Model (의료인문학 교육과정 개편에 대한 Kern의 교육과정개발 모델에 근거한 비판적 성찰)

  • Lee, I Re;An, Shinki
    • Korean Medical Education Review
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    • v.22 no.3
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    • pp.173-188
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    • 2020
  • Medical humanities education (MHE) is as essential as basic medical sciences and clinical medicine education. Despite the importance of MHE, MHE curriculum development (CD) has proven to be challenging. This critical review examines the MHE CD at one medical school. The critical review methodology was developed based on Kern's six step CD model to systematically examine the CD of "Doctoring and Medical Humanities (DMH)" at the Yonsei University College of Medicine. Five review questions were developed related to (1) necessity, (2) direction and purpose, (3) design, (4) operation, and (5) evaluation of CD based on Kern's model. The review showed that the process of DMH CD mapped to components of Kern's model. The DMH curriculum content selected was closely related to medical practice and aimed to combine the acquisition of understanding and skills by designing a student-participatory curriculum based on clinical cases. Assessment methods that emphasized students' reflections were actively introduced in the evaluation section. Since the regular committee for DMH continued the work of the special ad hoc committees for DMH CD, the CD was effectively completed. However, the planning and evaluation functions and responsibilities of the DMH committee need to be strengthened. Despite the apparent limitations, the fact that students showed a high satisfaction rate and preferred small group discussions based on clinical cases has significant implications in the instructional design of MHE, where changes in self-awareness and attitude are more important than the acquisition of information. It is necessary to systematically review and study students' reflection results produced by the changed assessment methods and to develop assessment indicators for MHE that reflect the achievements of the MHE competencies of students.

The Ad Effects of the Interactive Message Expression and Consumer Characteristic insert IPTV (양방향성 메시지 표현전략과 수용자 특성에 따른 IPTV 광고효과)

  • Yu, Seung-Yeob
    • Journal of Digital Convergence
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    • v.9 no.6
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    • pp.267-276
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    • 2011
  • The purpose of this study was to explore the effect of the interactive message expression and consumer characteristic insert IPTV advertising. The results of this study were follow: Firstly, Attention and attitude of interactive message advertising appeared than general TV advertising so that it was high. Second, In case of interactive message advertising, It appeared efficiently than the advertising without the advertisement detail information which is putting the good detail information. Third, In interactive message expression of IPTV advertising, Floating expression strategy appeared efficiently most. Lastly, Adoption of consumer characteristic was revealed that we had an influence on the knowledge level and the information search intention about IPTV. We present theoretical basis which to present interactive message to IPTV supplier is efficient, and the plan which floating expression can make the click intention of the advertising.