• International Area Studies Review
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• v.20 no.2
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• pp.141-172
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• 2016

The aim of this study was to view Korean Hallyu stars, the advertisement models of Korean cosmetics brands, as human brands in the Chinese cosmetics market. Furthermore, this study attempted to verify whether the attributes of human brands, such as reliability, professionalism, attraction, intimacy, similarity and favorable impression, affect Chinese consumers' affection toward Korean celebrities, and whether such Chinese consumers recognize the authenticity of the products, sellers, and companies of Korean cosmetics brands advertised by Korean stars. The results of empirical analysis indicated that among the attributes of Korean stars, the advertisement models of Korean cosmetics companies, Chinese consumers' affection toward Korean stars was positively affected by reliability, attraction and similarity, but not by professionalism, intimacy and favorable impression. Furthermore, results showed that the consumers' affection toward Korean stars positively affected the authenticity of the brands advertised by the celebrities.

• Journal of the Korean Society of Clothing and Textiles
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• v.21 no.2
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• pp.277-285
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• 1997

The prupose of this study were to: (1) Analize the contents o( the cosmetics advertisements, (2) Compare the ideal woman images perceived by women with the women images profected through models used in the cosmetics advertisements, (3) Compare the ideal clothing images perceived by women with the clothing images profected through models used in the cosmetics advertisemtnts, and (4) Study and analise the purchase patterns of the women in theirtwenties. The subjects for this study were selected from students attending the Ewha Women's University. The study was done through video presentation, and questionnaire based on several previous studies, For the analysis of data, SPSS statistical packages were used. The results of emprical studies were summarized as follows: 1, As the result of the analysis of the current cosmetics advertisenents, the copies were mostly sentimental and short, the models mostly were casual dresses and their attitudes were active and natural for the most part. 2. The result of comparison between the images of women shows noticeable difference in that, the women tend to idealize independent intellectual and refined woman where as the models tend to be free, airy, outgoing and cute. 3. The ideal clothing images perceived by women tendto be intellectual, dignified, and neat, while the clothing worn by the models tend to be casual, cute, and sexy, thus showing noticeable discrepancy.

• Journal of the Korean Society of Clothing and Textiles
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• v.38 no.3
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• pp.386-396
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• 2014

This study examined the effects of Korean celebrity advertising models on the advertising effectiveness for Chinese brands by comparing apparel products with electronic products. In addition, this study explored the effects of gender and monthly expenses on the evaluation of Korean celebrity advertising models. This study targeted 388 Chinese university students in China. The results show that Korean advertising models consist of five attributes (familiarity, visibility, credibility, similarity, and attractiveness) and that advertising effectiveness consists of three factors (attitude toward the advertisement, attitude toward the brand, and purchase intention). The impact of these five advertising model attributes on advertising effectiveness differ for apparel and electronic products. The results also indicate gender and expense differences in the evaluation of Korean celebrity models. We discuss the theoretical and managerial implications of the results along with potential limitations and future research directions.

• Asian Journal for Public Opinion Research
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• v.9 no.4
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• pp.352-367
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• 2021

Purpose: This research aims to examine gender preferences for men and women advertising models in Saudi advertisements. Saudi Arabia is known as one of the most gender-segregated society in the world, and it has gender-specific roles, characteristics, and behaviors that are undesirable for the other gender. Methodology: The questionnaire was developed with the help of earlier studies on perceptions towards advertising models and validated by a jury of experts and focus groups. The gender preferences for ten product categories (including automobiles, baby care products, cigarettes, cosmetics for women, fashion, food & beverages, motorcycles, personal care for men, personal care for women, sporting goods) were examined for men and women models. Similarly, three personal preferences characteristics for both genders (face beauty, voice quality, and Islamic dress), two characteristics for women models (body shape, femininity), and two characteristics for men models (height-weight balance, masculinity) were examined for men and women models separately. Finally, a survey was conducted to solicit responses from respondents (N=412). Findings: Results indicated significant gender preferences for gender-specific product categories and typical gender stereotypes in advertising models. Men models were preferred in men-specific products, and women models were required in women-specific products. Some product categories (including personal care for men and sporting goods) were ranked higher for men advertising models, while for women advertising models, other product categories (including personal care for women and cosmetics for women) were ranked higher. Masculinity was ranked highest as the preferred personal characteristic for men advertising models, while voice quality was highest for women advertising models. Finally, there is a significant difference between the preferred personal characteristic for men and women advertising models for three characteristics, including face beauty, Islamic dress, and masculinity and femininity. Implications: Saudi Arabia is a unique society with predominantly unique cultural dominance. Consequently, local culture greatly influences advertisements. It has stereotyped gender roles even in advertisements. This study will establish a baseline for further research on the subject area.

• The KIPS Transactions:PartD
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• v.17D no.5
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• pp.371-382
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• 2010

One of the advantages of the mobile internet is that it is accessible everywhere. However, producing the mobile internet contents is hard because the standards of the contents are different depending on the telecommunications companies and the mobile phone terminals. Because of this, mobile contents production has not been activated and profit models are rarely found. In order to vitalize the mobile contents, we developed the Mobile UCC (User Created Contents) Phone Page Service with which general users can produce and provide the mobile phone pages easily. In addition, we began to provide advertisement on the UCC phone pages as a profit model. However, as mentioned already, the contents that meet each of the standards should be prepared in advance to be compatible with the different standards. For this reason, only one advertisement could be provided on one UCC phone page. Previous studies were focused on the standardization of different standards by integrating them. Though the standardization may be applicable to the mobile phones that will be newly released, it is hardly applied to the conventional mobile phones. To solve the abovementioned problems and improve the drawbacks of the conventional studies, we proposed in this article the technology to synthesize the phone page contents and independent advertisement at the moment when the UCC phone page prepared by the users is provided in real time. This technology allows to provide various advertisement on one UCC phone page and administrate the start, end and frequency of specific advertisements. This method was applied in this study to vitalize the mobile contents and improve the profit model.

• Korean Business Review
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• v.11
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• pp.277-293
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• 1998

The purpose of this study is to analyse the overall relationship between the advertisement expenses and the two major indicies of business performance, that is, the total amount of sales and the discipline have contrasted the expenses for commercial advertisement with the total amount of sales or with the business performance, respectively, utilizing data on a specific product observed through 3 to 5 years. This study attempts to enlarge the scope of observation and the content of analysis. In order to attain the purpose of this study, the rate of increase in the advertisement expenses is taken as the independent variable and the two major indicies of business performance, the total amount of sales and the resultant interest, as the dependent variables. Business companies or firms which have continually been listed on the board of Korea Stock Exchange for 14 years, from 1982 to 1995, were grouped into four major business categories; 1)Food and beverage industries, 2)Fiber, clothings, and leather industries, 3) Medicine, chemistry, oil, coal, and rubber industries, and 4) Assembled mechanics and metallurgy, machinery, and maintenance industries. Utilizing the KIS-DATA, compiled by Korea Credit Evaluation, Ltd., 30 to 40 samples of business companies or firms were randomly selected from each category. Finally 125 samples were selected and put into regression analyses and follow-up tests by appropriate statistical models, in order to verify if there were any noticeable correlations. The final result obtained through the afore-mentioned research method shows that the amount of advertisement expenses has strong correlations with the amount of sales and the resultant interest. Viewed by business category, in the case of fiber, clothings, and leather industries, the relationship turned out to be significant only with the rate of increase in the total amount of sales, while, in the case of food and beverage industries, the rate of increase in the total amount of sales showed a negatively significant correlations.

• Journal of Fashion Business
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• v.20 no.2
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• pp.16-31
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• 2016

This study analyzed cases that applied hologram technology in the fashion industry in order to provide basic information for research on fashion marketing using hologram technology. The results of this study are as follows. A hologram was applied to fashion businesses in various ways including fashion shows, outdoor signboards, hologram windows or screens in stores, and launching shows or exhibitions. Most of these cases were foreign fashion brands, which utilized hologram technology actively for formulating a new brand image or for advertising products. Among Korean brands, however, there are not many cases of hologram application. Today, as-being the age of smart devices, the mobile advertisement market is growing rapidly among smart phone users. DKNY and Puma are providing information on styling through smart phone applications, and the Adidas stores in Germany also allow the customers to buy goods by entering a simple code through the smart phone. Recently, new devices are being introduced one by one, which display 2D digital contents in 3D holograms by combining mobile and hologram technologies. The marketing of fashion products is not just for supplying products but is required to satisfy the consumers' five senses. Therefore, the development of experiential contents based on the combination of mobile and hologram technologies will open new potential for profitable business models.

• Korean Journal of Human Ecology
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• v.21 no.6
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• pp.1145-1160
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• 2012

This study empirically compared generational differences in responses between baby boomers, Generation X, and Generation Y groups as measured by key variables related to advertisement. The respondents in this study were consumers throughout Korea, with 914 survey questionnaires used for the final analyses. Eight of the original 10 hypotheses were validated and two were rejected. Both baby boomer consumers and Generation Y consumers showed more positive responses to affective advertisements than their Generation X counterparts. Generation Y consumers showed more positive attitudes towards humorous advertisements than their baby boomer and Generation X counterparts. The effect of advertising models on the evaluation of advertisements was greater among Generation Y consumers than their Generation X counterparts. Generation Y consumers showed more positive attitudes towards storytelling-type marketing than their baby boomer and Generation X counterparts. Baby boomer consumers showed more positive attitudes towards symbolic advertisements than their Generation X and Generation Y counterparts. Generation X consumers showed more positive attitudes towards functional advertisements than the baby boomer and Generation Y groups. There were significant differences in attitudes towards two types (symbolic and functional) of advertisements in both baby boomer consumers and Generation X consumers.

• Journal of Global Scholars of Marketing Science
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• v.15 no.3
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• pp.49-65
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• 2005

In the modem times, consumers are exposed in a plethora of advertisements either consciously or unconsciously. Generally, companies try to make eye-catching advertisements by using highly attractive models (HAM). In the case of apparel, consumers mainly collect information on fashion trends from advertisements they see in magazine, newspaper, catalogue, and television programs which are created by marketers. Therefore, the advertisements which are supplied by marketers affect consumers apparel purchasing behavior. In this study, a structural equation model is developed to examine how consumers determine the match-up suitability between models in the advertisements and the apparel they promote. As a result, we find two dimensions, sensuality and cuteness, in model attractiveness. Empirical results show that each dimension of the attractiveness plays different role in enhancing model-apparel match-up in the advertisements. Several implications of this study are discussed.

• Journal of the Korean Data Analysis Society
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• v.20 no.6
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• pp.2841-2852
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• 2018

This study examines regression modeling method using zero-inflated distribution in relation to estimation of exposure distribution required in advertisement media planning. Exposure distribution is the percentage of audiences that are exposed each time the ad is repeated. Such an exposure distribution plays a very important role in providing basic information necessary for calculating various indicators for quantitatively measuring the advertising effect. Especially, due to the decrease of advertising price and the spread of various media, the frequency of the advertisement or the broadcasting of specific advertisements has been greatly increased compared to the past. As a result, the frequency of exposure is relatively decreasing. In this situation, the number of individuals who are not exposed to the media, that is, are not exposed to advertising structurally is increasing. This research proposes advertising exposure distribution models using a zero-inflated regression model, and conducts a comparative study using actual cases.