• Journal of Digital Convergence
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• v.15 no.9
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• pp.543-550
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• 2017

The purpose of this study is to investigate the change of the type and characteristics of Korean sports star TV commercials and to deeply investigate the relationship with social contexts and backgrounds. In order to solve the purpose of this study, This study collected data of 38,517 TV advertisements from 1970 to 2009, and analyzed data of 146 media contents. The results obtained are as follows. First, Korean sports star TV commercials showed a steady increase with the economic growth and media development of Korea, and the percentage of total TV advertisements was low. Second, sports star TV advertising plays a role of expanding the sports industry, but it shows that the efficiency of relationship persistence decreases without social situation and public recognition.

• International Journal of Internet, Broadcasting and Communication
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• v.12 no.2
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• pp.137-143
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• 2020

The purpose of this study is to analyze the structural relationship among advertising attribute, advertising attitude, product attitude and purchase intention in YouTube advertising. The survey subjects to achieve the purpose of this study were selected the group of 300 students who have been watching YouTube VOD once more and are attending in three universities that are located in Seoul, Gyeonggi and Chungnam. Data processing was done with SPSS 23 for frequency analysis, Cronbach's α analysis. Also, AMOS 18 was used for confirmatory factor analysis and structural equation model analysis. information, irrtation and individuality affect viewers' advertisement attitude, their product attitude and purchasing intent, among advertisement attributes of e-sports items perceived by viewers of YouTube's e-sports videos with the insertion of advertisements that cannot be skipped in the middle of the video.Therefore, the similarity between the video and the advertised product or brand should be taken into account when producing advertisements inserted in the YouTube video, and a more positive advertising effect can be achieved when advertisement can be carried out reflecting the characteristics of the target viewers.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.2
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• pp.255-273
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• 2019

Perceptions of beauty change and are shared with others in the media of emotional words. In the modern age, a mix of traditional and modern make-up cultures has changed the standards of beauty. Therefore, an analysis using emotional words (an image that consumers have for certain subjects) and an image scale that intuitively shows them can be an important means for understanding changes in the "beauty of the time". This paper considered changes in typical aesthetic characteristics that women pursued through make-up by analyzing emotional words in white make-up powder advertisement texts from the 1920s through the 1930s. Imported modern technologies changed cosmetic manufacturing techniques and advertising methods to create a momentum that changed women's make-up culture from light to heavy make-up or from white to color make-up. Such changes have led to changes in the perception of beauty and were expressed through sensitive vocabularies such as pure, new, fresh, lofty, lively, healthy, and cheery. Such changes reflect social aspects such as women's aspirations for high status, pursuit of security, or women's roles under the wartime regime to show a change from beauty with an attribute of [+cool] to that of [+soft].

• Journal of Computing Science and Engineering
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• v.11 no.2
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• pp.39-48
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• 2017

Main content extraction of web pages is widely used in search engines, web content aggregation and mobile Internet browsing. However, a mass of irrelevant information such as advertisement, irrelevant navigation and trash information is included in web pages. Such irrelevant information reduces the efficiency of web content processing in content-based applications. The purpose of this paper is to propose an automatic main content extraction method of web pages. In this method, we use two indicators to describe characteristics of web pages: text density and hyperlink density. According to continuous distribution of similar content on a page, we use an estimation algorithm to judge if a node is a content node or a noisy node based on characteristics of the node and neighboring nodes. This algorithm enables us to filter advertisement nodes and irrelevant navigation. Experimental results on 10 news websites revealed that our algorithm could achieve a 96.34% average acceptable rate.

• Journal of the Korean Institute of Rural Architecture
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• v.19 no.4
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• pp.17-24
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• 2017

This study investigated the characteristics of outdoor advertising in downtown streets where the local governments improved and maintained. The purpose of this study was to examine how they met outdoor advertising guidelines in the basic landscape plan and how they contributed to the improvement of urban landscape. The outdoor advertising improvement project of local governments has contributed to the formation of downtown street landscape. However, as outdoor advertising is increasingly occupied in the landscape, it becomes a factor that hinders the landscape. Moreover, as outdoor advertising aims at advertisement, unique outdoor advertising has appeared, which is not matched with the surroundings. Therefore, it is necessary to take complementary measures. This study is a basic study to investigate the characteristics of outdoor advertising improvement which is a key element of urban landscape formation. Therefore, further study should be conducted on how an improved street image is evaluated.

• The Journal of the Convergence on Culture Technology
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• v.4 no.4
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• pp.89-94
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• 2018

The study analyzed the characteristics of anti-smoking advertisements in Korea and examined if these characteristics were appropriate in terms of their effects. 68 TV anti-smoking ads were content-analyzed, focusing on ad appeal, message frame, message orientation, communication goal, and ad type. According to research, TV anti-smoking ads in Korea used messages that had the following characteristics: First, physical type messages that emphasize the effects of smoking on health, second negative frame messages that show negative consequences of smoking, third self-oriented messages that emphasize the consequences of smoking on oneself, fourth messages that intend to change attitude toward the smoking, and fifth storytelling techniques. Based on the results of previous ansi-smoking ad effect research, practical implications were discussed to enhance the effectiveness of the nation's anti-smoking advertisements.

• Journal of Fashion Business
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• v.8 no.3
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• pp.70-83
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• 2004

The female image has been changed incessantly with age and has been eminently represented in cosmetic advertisement. The female images are changed from the classical images to the active and professional images with the historical current of cyber, digital, and fusion. These changes in the expression of female image are largely due to the spread of post-modernism, feminism, de-construction (Kim, 1994), digital information revolution, and increase of income. The female images in cosmetic advertisement have been expressed very variously with fashion, marketing target, and characteristics of articles. (Im, 1997) The cosmetic advertisements of pure and graceful images were popular in the past. But nowadays individual image, womanly image, and unchanged beautiful image are in vogue. Individual image is very popular in young generation with very short fashion period. Active career woman image represents passion and beauty with extension of women' social roles. Unchanged beautiful image in modern industrial pollution stands for the desire of keeping the beauty in youth. Brand is very important factor to consumers in purchasing. Brand is no larger the simple concept in the past, and accepted as reflection of the image, social status, service, and life-style(Lee, 1998) consumers are very favorable to foreign cosmetics with the increase of overseas travels and import. This phenomenon is considered as very natural, especially in young generation. To create a successful brand image, the harmony of quality, psychological preference, advertisement, and reasonable price are required. According to the questionnaire research implemented by the subject of college women students in five universities in Seoul, the majority of college women students purchase domestic cosmetic brands in cosmetic specialty stores and depend on the tips of acquaintances. Quality, skin-trouble, and brand are considered as special regards for purchasing. Especially, internet shopping in purchasing marks high growth rate and preference for foreign cosmetics is very ardent. It can be expected that the 21st century is the epoch of various small production different from the mass-production in the 20th century. Female image will be probably expressed with individual, emotional, and professional image in the media of digital, fusion, cyber, and technology culture. It can be said that the tendency of cosmetic purchasing in the future will be more focused on brand image and life style.

• Journal of Industrial Convergence
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• v.21 no.3
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• pp.29-36
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• 2023

In this study, the differential effects of exposure-type digital signage advertisement and interactive digital signage advertisement were examined through the moderating variables of regulatory focus and self-construal. As a result of the study, in the case of individuals with promotion focus and independent self-construal, interactive digital signage advertisements had a more positive effect than exposure-type digital signage advertisements. However, in the case of prevention focus and interdependent self-construal, there was no difference in effect between digital signage advertisement types. Therefore, we can help to establish a customized strategy according to individual characteristics using digital signage.

• Journal of Distribution Science
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• v.14 no.5
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• pp.115-123
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• 2016

Purpose - Nowadays the competition between companies has been intensified in the aviation industry. It is hard to maintain successful market share in challenging managerial environment. Not long ago, a Korean major aviation company had faced social condemnation cause of managerial staff's immoral behaviors. That company suffers great losses in company brand value in terms of authenticity as an aviation company. This research tried to show the effect of brand authenticity in the aviation industry. First of all, this research tried to define the dimensions of the brand authenticities based on the former researches. This research suggested the airline brand authenticities as three kinds of dimensions. The dimensions of authenticities consist of performance aspects, symbolic aspects and moral aspects. And this research also tried to show the relationships between brand authenticities and consumers attitudes. Research design, data and methodology - The empirical research design is based on the experiments with six types of advertisement prototypes. The advertisement prototypes were based on three types of authenticities' characteristics. The prototypes were made of core statements about each authenticity. And the advertisement prototypes also were based on the aviation company types. The types of aviation companies could be divided into FSC(full service carrier)and LCC(low cost carrier). So the whole experiments were performed with six kinds of advertisement prototypes(3 brand authenticities X 2 aviation company types). The age of participants were from 20s to 40s. The proportion of participants' demographics are as follow. Age proportion is 50% of 20s and 50% of 30s and 40s. Gender proportion is 46% males and 54% females. The experiments performed through mobile devices. Advertisement prototypes were exposed to the participants through their mobile devices, and they answered the questionnaires. All the process of experiments were performed by a professional research firm to maintain the quality of data. Results - This research suggested some important outcomes as follow. First, brand authenticity had an important role to make a positive consumer attitude on the aviation company. All the three types advertisement of authenticities had a positive impact on the consumer attitude for the aviation company. Second, the three types of brand authenticities in the performance aspects, symbolic aspects, and moral aspects had a major impact on the consumers attitudes. The performance authenticity had the biggest effect on the consumer attitudes. Third, the types of aviation companies like FSC and LCC had a different correlation with types of authenticities. All the types of authenticities affected on the consumers attitudes in the FSC case. The symbolic authenticity had the biggest effect in the FSC case. But the performance authenticity showed the most striking effect in the LCC case. Conclusion - From this research, we can get a conclusion. The brand authenticity of aviation company should be managed carefully to maintain a positive brand image and consumers attitudes. And airline brand authenticities can be consist of three type dimensions. All the types of authenticities affects on the consumers attitudes positively. The symbolic authenticity affects more in the FSC case, and the performance authenticity influences more in the LCC case.

• Cross-Cultural Studies
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• v.42
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• pp.241-260
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• 2016

The purpose of this article is to represent the types of advertising in the modern Russian language as 'Play of Words' (игра слов). The causal reason for this phenomenon is studied from the result of certain characteristics of advertising. The definition and characteristics of the language of the advertisement are analyzed in achieving the goal, as these factors reveal how language is used to maximize the effectiveness of the advertising. Academic research is needed in the collaborative fields of linguistics, psychology, economics, sociology, marketing, literature, art, and music. Modern advertisement is mixed with semiotic objects that consist of display, sound, and texts. While this study is not complete, the acknowledgement of the phenomenon 'Play of Words' between the creators of advertising and the consumer is undeniable. On one hand, advertising is recognized by linguists as the main factor that destroys the literary language. It represents the distortion of a standard language norm, as opposed to formal linguistic means used in advertising. In this research, we pay attention to the frequent use of foreign language borrowings and incorrect representation of foreign words, slang and jargon, that occur in misspelled usage of literary norms. The features that are revealed in this article are helpful to understand the purpose of advertising.