• 복식문화연구
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• 제17권5호
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• pp.780-790
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• 2009

The study analyzed the characteristic of school uniform, focusing on Ewha Woman's University of Seoul, reflected present trend as well as characteristic and symbol of school and developed uniform design for advertising Ewha Woman's University. The purpose of this study is to propose uniform that can be discriminated from that of other university and increase advertisement effect with mental superiority and pride in university by trying uniform design development, which can provide school and student with satisfaction, and reflecting present trend as well as characteristic and symbol of school. The study is meaningful because it can be basic materials for various uniform designs, connecting function, symbol and trend to uniform development. The uniform for school advertisement was manufactured in a way to reflect characteristic and image of school, escape from fixed idea preferring traditional design in the past and reflect trend. It is expected that the uniform created with symbolic image of school will give high advertisement effect and improve school image by providing student with sense of coherence and discriminated feeling in various events and the meeting with other school students. Moreover, the student wearing the uniform with splendid design will feel mental superiority and have pride in school at the same time. In conclusion, the uniform reflecting trend is proper for the uniform of advertisement helper representing school as long as it can reflect characteristic and image of school. It will be also helpful for developing wider design and more splendid uniform because the study can create the motive to apply trend to other uniform that does not adopt trend.

• 보건교육건강증진학회지
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• 제17권2호
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• pp.151-163
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• 2000

Adopting the theory of enter-educate, this study was conducted to prevent the smoking by middle school students who had not started smoking yet. A famous pop music singer with high popularity among teenagers was cast on the public sponsored advertisement (PSA) on smoking prevention. This PSA was televised through major TV stations for two months. The effectiveness of this project was evaluated seven times. The effectiveness of the PSA, the role of the cast singer, the rate of seeing the PSA, and the impression about the PSA were evaluated. The viewer survey since the second period of the PSA revealed that most of the middle school students (79~94 percent) watched it. Among TV stations, MBC recorded the highest viewer rate as 69.6~72.0 percent of the middle school students watched the PSA at least once from this station. Also, the viewer rates of such cable TV stations as Mnet and OCN were quite high for their advertisement prices. The overall impression about the PSA was favorable. The contribution of the singer to this positive outcome was 60 percent and over. The effect of smoking prevention was also high as 93.7 percent of the middle school students replied that they would not start smoking. However, since this study dealt with the general public, it was not possible to control the effect of other factors systematically. Also, we could not measure the differences bewteen the pre-PSA and the post-PSA periods, so that the interpretation of the results has some limitation.

• 디자인학연구
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• 제16권3호
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• pp.241-252
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• 2003

2003년 현재 광고매체로서 인터넷의 위상이 확고해지고, 기업의 인터넷광고 활용이 높아지면서 소비자들은 다양한 인터넷광고를 접할 수 있게 되었다. 그리하여 비약적으로 발전한 인터넷 환경과 더불어 새로운 기술로 제작된 여러 가지 형태의 헤아릴 수도 없을 만큼 많은 인터넷 광고가 집행되고 또 사라져 가고 있다. 이제 지난 10년간의 급격한 환경변화에 따라 다양하게 제작ㆍ실험되고 있는 인터넷 광고의 여러 가지 유형 및 표현기법들을 체계적으로 분류하고 동시에 국내 인터넷 광고의 발전 방향 및 추세를 파악할 필요성이 있다. 인터넷 광고 디자인은 4대 매체 광고에서처림 거시적인 차원에서 광고 전략 및 표현전략에 의해 제작되어야 하는 시점이기 때문이다. 따라서 본 논문은 먼저 현재까지 제작된 국내 인터넷 광 고의 유형을 마케팅, 광고목적별, 표출형태별, 제작기술별, 표현방식별로 5가지 측면에서 체계적으로 분류하여 그 형태와 특징을 살펴보았다. 다음으로 인터넷 마케팅 패러다임의 변화 를 살펴보는 한편, 소비자 이용성향의 변화와 인터넷 광고 제작기술의 변화에 따른 최근 국내 인터넷 광고의 추세를 살펴보고 마케팅 측면과 제작기술 측면, 크리에이티브 측면에서 그 발전방향을 고찰해 보았다. 마지막으로 이를 바탕으로 인터넷 광고의 효과를 높이기 위해 크리에이티브 측면을 고려한 인터랙션 광고기법의 개발 및 상호작용성을 증진시키는 표현 전략 수립의 필요성을 제안하고자 한다.

• International journal of advanced smart convergence
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• 제10권4호
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• pp.14-21
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• 2021

The purpose of this study is to investigate the effect of consumers' engagement through SNS sports advertisements on purchase intention through advertising attitudes and product trust for the disabled. In other words, it was intended to investigate how the disabled people's intention to purchase products is formed by acting on various sports product advertisements that are seen during SNS activities. Accordingly, a survey was conducted on 300 people with disabilities participating in sports for the disabled. As a result, it was found that functional engagement had a positive effect on both advertising attitude and product trust, and advertising attitude and product trust had a positive effect on purchase intention. However, emotion engineering and communal engineering were found to have a negative effect on advertising attitudes and not on product trust.

• 한국컴퓨터정보학회논문지
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• 제24권1호
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• pp.231-238
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• 2019

The objective of this study is to understand the relationship between type of advertising and brand attachment. We divide advertising frame into loss and gain frame and examine the effect on brand attachment, The effect of unique advertising on brand attachment and the effects of interaction effects on brand attachment were examined. The results showed that the effect of the loss and gain frame on brand attachment was statistically significant. It also showed that unique advertising had positive effect on brand attachment. Moreover, the interaction effects of the advertising frame and the uniqueness of advertising have been shown to affect brand attachment. That is, the more emphasis on gain in advertising frame and the more unique advertising, the more effective on brand attachment.

• 산업융합연구
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• 제21권3호
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• pp.29-36
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• 2023

본 연구에서는 최근 활용이 증대되고 있는 디지털 사이니지를 이용한 광고효과에 대해 알아보았다. 구체적으로 조절 초점과 자아해석이라는 조절변수를 통해 노출형 디지털 사이니지 광고와 상호작용형 디지털 사이니지 광고의 차별적 효과를 살펴보았다. 연구결과, 향상초점을 가진 개인의 경우, 상호작용형 디지털 사이니지 광고가 노출형 디지털 사이니지 광고에 비해 더욱 긍정적인 효과를 가져왔다. 하지만 예방초점을 가진 경우에는 디지털 사이니지 광고유형 간 효과 차이는 없는 것으로 나타났다. 또한 독립적 자아해석을 하는 개인은 노출형 디지털 사이니지 광고에 비해 상호작용형 디지털 사이니지 광고를 더욱 선호하는 것으로 나타났다. 반면, 상호의존적 자아해석을 하는 개인에게는 디지털 사이니지 광고에 따른 효과 차이가 없다는 것을 알 수 있었다. 따라서 본 연구는 디지털 사이니지를 활용하여 개인특성에 따른 맞춤형 전략을 수립하는데 도움을 줄 수 있을 것으로 판단된다.

• 한국콘텐츠학회논문지
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• 제11권1호
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• pp.50-55
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• 2011

본 논문은 각종 광고 효과를 효율적으로 증대시키기 위해서 다중 채널 미디어를 실시간으로 재생시키기 위한 방법론을 기술한다. 본 방법은 DirectX SDK, DirectShow 및 MS Visual Studio 2008 등의 소프트웨어가 설치된 컴퓨터 환경에서 구현하였으며, 다중 채널 미디어를 읽어오기 위한 메뉴 인터페이스를 갖추거나 숨기고 있다. 미디어 재생기에 사용된 실험용 데이터들은 동영상이 주를 이루고 있으며, 광고 효과를 증대시키기 위해서는 추가적으로 미디어 재생기에 배너 티커 및 GIF 애니메이션 등의 기능을 가진 영역을 추가하였다. 모든 미디어들은 Splitter를 통하여 비디오와 오디오로 분리되어지고, 각각은 Decoder 및 Render 과정을 거치게 하였으며, 알파 값을 사용하여 비디오 믹싱이 가능하게 하였다. 본 논문에서는 이를 위해 DirectShow의 VMR-9를 사용하였다. 본 재생기는 각종 미디어들을 다중 채널을 통하여 동시에 재생시켜줌으로서 다양한 형태의 광고 효과를 사용자들에게 확실하게 인식시켜줄 수 있다는 장점을 가지고 있다. 마지막으로 본 논문에서는 실험용 데이터들을 이용하여 다중 채널 미디어 재생기를 사용해 보고, 기존 미디어 재생기와 광고 효과를 위한 기능면에서의 차이점을 비교해본다.

• 한국의류산업학회지
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• 제19권2호
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• pp.166-179
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• 2017

Fashion industry have been emphasizing on eco-friendly business to enhance their public image. Due to the lack of consumers' awareness and experience of eco fashion advertising, this have resulted in adverse outcomes. Therefore, it is required to develop eco fashion advertisement that meets the public interest of Koreans. This study aims to obtain practical implications which can be applied to further eco fashion advertising. The study examines the public opinion towards eco fashion using Twitter as big data analysis and the protracted implication was provided to consumers as consumer vocabulary to see the advertising effect of consumer vocabulary. In addition, this study focuses on the environmental claim types to identify the most effective advertisement in eco fashion. The results are as follow. Associative claim types had a more positive influence on advertising attitude than substantive claim types. Substantive claim types had a more positive influence on brand cognition than associative claim types. In addition, the moderating effects of consumer vocabulary on advertising attitude and brand cognition were supported in substantive claim types. Advertisement attitude shows positive effects to both brand cognition and brand attitude. It has been proved that brand cognition leads to positive influence towards brand attitude and brand attitude eventually increases consumers' urge to buy products. This study has implication when providing a guideline for eco fashion advertisements.

• 한국정보과학회논문지:소프트웨어및응용
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• 제37권1호
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• pp.39-50
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• 2010

유무선 데이터방송을 이용한 양방향광고 서비스는 시청자들로 하여금 시청 중인 프로그램에 능동적으로 참여할 수 있게 하고, 방송 매체와의 소통을 가능하게 만들어 그 파급효과가 매우 크다. 본 연구에서는 방송 컨텐츠 내용 중 특정 객체를 지정하고 객체의 연속되는 동적 영역정보를 추출한 후 이를 객체 형태의 양방향광고로 제작하는 시스템을 개발한다. 방송 컨텐츠 내용 중 광고객체의 선택은 광고제작자의 주관적인 판단에 따르고 선택된 객체는 TV 프로그램 진행에 따라 지속적으로 움직이며 출현과 사라짐을 반복한다. 그러므로 기존의 데이터방송용 저작도구로는 객체 형태의 양방향광고 생성이 쉽지 않다. 본 연구에서는 스케치 입력 인터페이스를 이용한 광고객체 추출 기법을 제안하고 평가 함수를 통해 입력 오류를 수정하거나 광고 효과를 높여줄 수 있는 기법을 제시한다. 또한 최종 광고객체의 시공간 영역정보를 MPEG-4 BIFS로 변환하여 디지털방송 양방향 광고로 생성하고 그 효과를 밝힌다.

• 패션비즈니스
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• 제18권5호
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• pp.15-24
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• 2014

The aim of this study is to examine the patterns of expressing contemporary beauty from the perspective of Laotzu's philosophy in order to suggest its concept and characteristics and to suggest specific cases through cosmetics advertisement. In doing so, the study attempted to understand that contemporary beauty is more humanistic and liberal in terms of expression patterns than in any other time period. The research results are as below. The frame concept of Laotzu's philosophy includes 1. Naturalness, 2. coexistence in Conflict, and 3. Non-otherness. The characteristics of contemporary beauty are natural and healthy, People can foresee changing beauty by the cycle of life and, by admitting this philosophy, people can understand one's individuality and discover self-esteemed beauty. Also, the results from the cases of cosmetics advertisement are as below: 1. Naturalness was remarkable. Such phenomenon was common in representative brands of the research subjects. Expression pattern was based on soft, natural make-up and hair style. 2. For conflict and coexistence, they introduced the ancient image of the situation, and the situational image using food and herbs demonstrated a functional, situational image, which was used for the cosmetics advertisement based on the mutual coexistence concept instead of dichotomy of period or material. 3. Non-otherness advertisement, of which there was none, we expected that maximized marketing effect would be achieved if non-otherness cosmetics advertisement expressed the contemporary beauty because it could solicit sympathy form many consumers.