• 경영과정보연구
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• 제19권
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• pp.17-48
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• 2006

While the existing research took approach method that uniformly divided the cultural difference between specific countries into individualism - collectivism in the dimension of comparative culture, this research defines the cultural sense of value of domestic university students and company employees in accordance with horizontalism-verticalism pattern within it to corroboratively define the diverse effects of advertisements of standardization and localization of global enterprises. Researching the difference of cultural sense of value owing to this generation of Korean university students and company employees, Korean university students showed prominent propensity of vertical-individualism value and company employees, propensity of horizontal-collectivism value. Researching comparatively the effect of advertisements for standardization and localization of global enterprises in connection with Korean university students and company employees, it turned out Korean university students prominently prefer localization advertisement in the TV advertisement of global enterprises and company employees, standardization advertisement. Especially, the difference between standardization advertisement and localization advertisement of university students and company employees was very remarkable in trademark attitude and advertisement information rather than advertisement attitude. With respect to model appearing in the advertisement, it turned out university students prefer localization advertisement where domestic models appear and company employees prefer standardization advertisement where foreign models appear.

• 한국의류학회지
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• 제34권10호
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• pp.1658-1670
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• 2010

This study investigates the differences in advertisement attitude, brand attitude, and purchase intention based on advertising model and consumer product involvement. A total of 100 respondents in high involvement and 100 respondents in low involvement categories were exposed to the advertisements of a cosmetic brand using 4 different model types: celebrity endorser, expertise endorser, ordinary person as an endorser, and no endorser. The experiment was planned as $2{\times}4$ types including high/low involvement and 4 different model types (25 respondents each). After looking at an advertisement for 1 minute, respondents were asked to answer a survey measuring advertisement attitude, brand attitude, and purchase intension. The results of this study showed that 6 hypotheses were supported and there was a significant difference between the high involvement and low involvement group depending on the advertising models used as well as the advertisement that influence advertisement attitude, brand attitude, and purchase intension. High involvement consumers showed the most favorable advertisement attitude on an advertisement with an expertise endorser, but low involvement consumers showed the most favorable advertisement attitude on an advertisement with a celebrity endorser. High involvement consumers showed the most favorable brand attitude on an advertisement with an expertise endorser whereas low involvement consumers showed the most favorable brand attitude on an advertisement with a celebrity endorser. High involvement consumers showed the highest purchase intention on an advertisement with an expertise endorser whereas low involvement consumers showed no difference in purchase intention depending on advertisement models. This study shows that marketers should differentiate advertising strategies based on consumer involvement.

• 대한가정학회지
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• 제41권11호
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• pp.35-48
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• 2003

The purpose of this study is to investigate ideal body image and clothing style through the analysis of models portrayed in fragrance advertisement that is the representative goods showing the fashion brand image. For this study, 120 perfume advertisements appeared in GQ and Vogue magazines issued in 2002 were selected. The models' characteristics portrayed in advertisement are categorized with role relationship, race, body exposure and clothing styles. The results are as follows. 1. Fragrance advertisements most commonly depict a single model portraying narcissism, and later then most common are advertisements both male and female model in a sexual relationship. 2. The analysis of models' race shows racism toward Asian models and Afro- American models. White models are main characters in fragrance advertisements more often than other races, and in mixed-ethnic ads, whites typically outnumbered minorities. This shows currently aesthetic stereotypes, that is, white ideology still exists. 3. The results of models' body exposure are showing nudism with partially clad or nude. This shows the eroticism of male and female. 4. The highest portion of clothing style appeared in fragrance advertisement were casual wear for male model and dressy formal wear for female models, which respects current fashion trends.

• 문화기술의 융합
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• 제4권3호
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• pp.179-184
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• 2018

본 연구는 2000년대 이후 신문광고에 나타난 아파트 분양 광고의 시각적 표현 변화에 대해 살펴보고자 2010년~2018년도의 광고물을 대상으로 내용을 비교하여 조사하였다. 부산지역 신문광고를 대상으로 아파트 분양 광고의 시각적 표현 유형 및 광고 모델을 분석하였다. 브랜드(전국 브랜드, 지역 브랜드)에 따라 시각적 표현 유형(카피 중심, 비주얼 중심, 혼합 형식)과 광고 모델 사용 여부(사용, 비사용)로 분류하여 조사하였다. 연구결과, 2010년~2011년도의 아파트 분양 광고에서는 전체 브랜드에서 비주얼 중심 광고가 가장 많이 사용되었고, 지역 브랜드에서 더 높은 이용도가 나타났다. 이에 반해 2017년~2018년도에서는 혼합 형식의 표현이 높아진 것으로 시각적 표현에 변화가 나타났다. 특히 지역 브랜드에서 비주얼 중심 광고의 비중이 현저히 낮아졌다. 광고 모델 사용에 관해서 살펴보면, 2010년~2011년도 대부분의 브랜드에서 광고 모델을 사용하였으나, 2017년~2018년도에는 아파트 분양 광고에서 광고 모델은 거의 사라진 것으로 나타났다. 특히 지역 브랜드에서 차이점이 더 크게 나타났다. 이러한 결과는 아파트 분양 광고의 표현 전략 차이가 브랜드 간에 존재하는 것으로 해석된다. 이와 같은 연구 결과들은 아파트 분양광고의 시각적 표현 전략에 유용한 실무적 시사점을 제공할 것으로 기대한다.

• 인터넷정보학회지
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• 제10권1호
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• pp.9-13
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• 2009

• 한국패션뷰티학회지
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• 제2권2호
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• pp.59-70
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• 2004

The purpose of this study were to find out appeal types and variation of make-up image and make-up style in cosmetics advertising. The research of this study were collected from cosmetics advertisement printed in Amole Pacific Cosmetic industry from $1970{\sim}2004$. The results were as follow: 1. A cosmetics advertisement appeal were three types. it were models and products appeal advertisement as emotional appeal, products-appeal and mixed appeal advertisement. 2. A variation of make-up image were different by the time. In the 1970s make-up were model empersis eye-line and colorful make-up were classic and active make-up image. From the 1980s various color make-up were used and persuited of individuality and started to appeal that were romantic and elegance image. In the 1990s multi-color make-up image were manish and modern used ambivalence and multi-message, and in the $2000{\sim}2004$ natural and romantic-sexy remarkable make-up image were used of new concept of beauty.

• 자연과학논문집
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• 제13권1호
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• pp.113-128
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• 2003

The purpose of his study was to investigate the effectiveness on clothing advertisement of three types of model, perception of model attributes by the clothing consumers, and difference in advertisement effectiveness according to perception of model attributes. Three types of advertisements for easy casual brand were selected, which are using celebrity, expert and general consumer models. The final analysis included 304 persons, who ranged from 16 to 25 in age. The statistics used analysis include ANOVA, Duncan's multiple range test, factor analysis and regression by the SPSS program. The result were as follow:1. The celebrity advertisement was the most effective type on all kinds of attitude changes (cognitive, emotional, and behavioral attitude changes) of consumers.2. The celebrity model received high scores on attractiveness and truthfulness; and the general consumer model received high scores on truthfulness and similarity.3. The amount of consumers attitude changes was different according to the perceptions of model attributes as well as the types of model.

• 한국의류학회지
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• 제34권8호
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• pp.1253-1264
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• 2010

This research is an in-depth study on the differences of cosmetics advertising and brand representation between Korean companies and Chinese companies. In addition, it studies the preferences of cosmetics consumption in Korea and China. To study these topics, two major methods are applied to magazine advertising analysis and consumer research. Analysis objects are the magazine advertisements of the Korean brands Mamond and Laneige, which entered the China market more than 5 years ago; the 64 advertisements are evenly split between Koreans and Chinese. The objects of the survey are 470 females between the ages 20 and 30 (237 from Korea and 233 from China). The results were as follows. First, Chinese advertisements use intense appeal in which the types of advertisement appeal are highly preferred. Second, ordinary models are highly preferred. Second, (on the nationality of the models) Chinese and Korean models are preferred in comparison to western models. Third, (as shown in the survey) Koreans and Chinese preferred magazine advertisements with headlines and copies. Four, blue colors are commonly used in the advertisements; however, the survey shows that the Chinese consumers prefer gray colors. Furthermore, from this study, there is a significant dynamic between the brand image and consumer satisfaction as well as the re-purchase intention.

• 한국멀티미디어학회논문지
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• 제21권2호
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• pp.323-332
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• 2018

Today, the life cycle of mobile games is getting shorter. In order to overcome this problem, we tried to summarize the strategies and marketing types of game marketing. Recently, I considered the TV advertisement that used the star of the marketing form of mobile game. In this research, user survey was analyzed based on correlation between star marketing and mobile game TV advertisement. And, through an interview with Delphi experts, I summarized the important elements of TV advertisement for mobile games. In conclusion, this research presented a total of five elements on a successful mobile game marketing strategy.The direction of mobile game advertising can promote a successful game that needs to set effective advertising marketing strategy, based on the basic nature of the game and main target.

• 자연과학논문집
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• 제14권2호
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• pp.115-131
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• 2004

The purpose of this study was to investigate the differences of sports involvement and consumer attitude on fashion advertisement using sports star models(CAATTM) according to demographics and to investigate the effect of sports involvement to CAATTM. The subjects selected for final analysis were 398 adults living in Daejeon. The statistics used for analysis included factor analysis, ANOVA, multiple range test, regression, $Cronbach'\alpha$, and frequency. The results were as follow: 1. Sports Involvement was divided Cognitive Sports Involvement(CSI) and Emotional Sports Involvement(ESI). The CSI and ESI were different according to sex. And CSI was different according to age, education level and marriage status. 2. CATTM was divided into three factors: Emotional Attitude(EA), Cogitive Attitude(CA), and Ethical Attitude(ETA). CA was different according to sex, age, income, and marriage status. 3. The sports involvement affected CAATTM. People who were high in CSI and ESI showed high attitude in EA and CA.