• Archives of design research
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• v.18 no.2 s.60
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• pp.27-36
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• 2005

Illustrations in advertisement uses various social and cultural codes to stimulate the desire to buy in consumers in the first place, since this is an economic phenomenon orchestrated to sell a product. Hence, factors outside the product per se, such as tradition, social issues and class consciousness are introduced. Especially, in modern advertisement a strategy is adopted to differentiate standard products produced by mass production. In order to do so, such factors as mentioned above become as important as physical characteristics of the product per se and its usage value. As a result, phrases or images used for advertisement can have independent influences on the society irrespective of the sales effects on the product. In this respect, it is fair to state that advertisement reflects the phases and consciousness of a given period as a cultural phenomenon. Therefore, based on the premise of characteristics and roles attributed to the advertisement, this thesis proposes to make a comparative study on the images of women in commercial advertisement in Korea during Japanese Imperialism and China during Cultural Colonial period dating from 1900 to 1945. The starting point of this research will cover the period of foreign trade and Japanese Imperialism in Korea and interference of Western Power in China. It will also investigate on the birth of Korean advertisement by Japanese Imperialists and Chinese modern advertisement along with the modernization of Shanghai. Then, I propose to present the illustrations of women in advertisements based on comparative study of their characteristics and expressions as observed in several case studies both in Korea and China. Connotative meanings in such advertisement will be investigated in the context of political, economic and cultural dominance.

• Journal of the Korea Society of Computer and Information
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• v.13 no.2
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• pp.127-134
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• 2008

Recently, it has developed that UCC (User Created Contents) is made and created by the users. The mainly issue of production of contents parts is how can make easier and paly the moving picture more useful. In this paper, for this, we implemented UCC production system using Direct Show which is included Direct X. Direct Show is a moving picture editing technique and has been supported in Microsoft with COM component. Our system has features that the various effects can be easily inserted into moving Picture by users. Moreover, our system can efficiently apply the effects at playing the moving picture differently from the frame processing method. We confirmed these merits through experiments. The proposed system can be used for commercial purposes which high efficiency is required such as advertisement movie.

• Journal of the Korea Society of Computer and Information
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• v.24 no.4
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• pp.83-90
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• 2019

Is this paper, We propose to examined the relationship between advertising attributes and brand preference, consumer psychological repulsion, and consumer happiness. Due to the infinite competition between the companies, they are experiencing significant difficulties in operation. In this situation, effective advertising is obviously a very important means to overcome the difficulties of operation. Therefore, in order to maximize the advertising effect, sufficient awareness of the advertisement property and the production and exposure of the advertisement based on it can be very important. As such, the purpose of this study is to verify the effect of indirect advertising appearing on entertainment programs on consumers' preference for brands and their psychological resistance, and to verify the effect of consumers' preference for brands and psychological backlash on consumer happiness. In addition, the exposure pattern of indirect advertisement is intended to verify whether there is a control effect between the nature of the advertisement and the brand preference and psychological backlash. A total of 209 questionnaires were distributed to consumers who viewed program in order to achieve the purpose of this study. For empirical analysis, exploratory factor analysis, confirmatory factor analysis, frequency analysis, reliability analysis, structural equation model, and multimodal simultaneous comparison analysis were performed using SPSS V. 22.0 and AMOS V. 22.0. The results of the empirical analysis of this study are as follows. First, advertising attributes have a significant effect on brand preference. Second, the hypothesis that advertising attributes have a significant effect on psychological repulsiveness of consumers is partially adopted. Third, brand preference and psychological repulsion have a significant effect on consumer happiness. Fourth, we confirmed the moderating effect of PPL expression form in ad property, brand preference, and psychological repulsion. Based on these findings, we presented the implications, limitations and future research directions of the study.

• Asia Marketing Journal
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• v.15 no.4
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• pp.103-129
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• 2014

Differentiated positioning becomes increasingly difficult when brand salience weakens. Also, the daily increase in new media use and information load has led to a social climate that regards advertising stimuli as spamming. For these reasons, the focus of advertisement-related communication is shifting from persuading consumers through the direct delivery of information to an emphasis on appealing to their emotions using matching stimuli to enhance persuasion effects. Recently, both academia and industry have increasingly shown an interest in storytelling methods that can generate positive emotional responses and attitude changes by arousing consumers' narrative processing. The purpose of storytelling is to elicit consumers' emotional experience to meet the objectives of advertisement producers. Therefore, the most important requirement for storytelling in advertising is that it evokes consumers' sympathy for the main character in the advertisement. This does not involve advertisements directly persuading consumers, but rather, consumers themselves finding an answer through the advertisement's story. Thus, consumers have an indirect experience regarding the product features and usage through empathy with the advertisement's main character. In this study, we took the results of a precedent study as the starting point, according to which consumers' emotional response can be altered depending on the storytelling methods adopted for storytelling ads. Previous studies have reported that drama-type and vignette-type storytelling methods have a considerably different impact on the emotional responses of advertising audiences, due to their different structural characteristics. Thus, this study aims to verify that emotional response aroused by different types of advertisement storytelling (drama ads vs. vignette ads) can be controlled by the socio-psychological gender difference of advertising audiences and that the interaction effects between the socio-psychological gender differences of the audience and the gender stereotype of emotions to which advertisements appeal can exert an influence on emotional responses to types of storytelling in advertising. To achieve this, an experiment was conducted employing a between-group design consisting of 2 (storytelling type: drama ads vs. vignette ads) × 2 (socio-psychological gender of the audience: masculinity vs. femininity) × 2 (advertising appeal emotion type: male stereotype emotion vs. female stereotype emotion). The experiment revealed that the femininity group displayed a strong and consistent empathy for drama ads regardless of whether the ads appealed to masculine or feminine emotions, whereas the masculinity group displayed a stronger empathy for drama ads appealing to the emotional types matching its own gender as well as for vignette ads. The theoretical contribution of this study is significant in that it sheds light on the controllability of the audiences' emotional responses to advertisement storytelling depending on their socio-psychological gender and gender stereotype of emotions appealed to through advertising. Specifically, its considerable practical contribution consists in easing unnecessary creative constraints by comprehensively analyzing essential advertising strategic factors such as the target consumers' gender and the objective of the advertisement, in contrast to the oversimplified view of previous studies that considered emotional responses to storytelling ads were determined by the different types of production techniques used. This study revealed that emotional response to advertisement storytelling varies depending on the target gender of and emotion type appealed to by the advertisement. This suggests that an understanding of the targeted gender is necessary prior to producing an advertisement and that in deciding on an advertisement storytelling type, strategic attention should be directed to the advertisement's appeal concept or emotion type. Thus, it is safe to use drama-type storytelling that expresses masculine emotions (ex. fun, happy, encouraged) when the advertisement target, like Bacchus, includes both men and women. For brands and advertisements targeting only women (ex. female clothes), it is more effective to use a drama-type storytelling method that expresses feminine emotions (lovely, romantic, sad). The drama method can be still more effective than the vignette when women are the main target and a masculine concept-based creative is to be produced. However, when male consumers are targeted and the brand concept or advertisement concept is focused on feminine emotions (ex. romantic), vignette ads can more effectively induce empathy than drama ads.

• Journal of Digital Convergence
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• v.17 no.1
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• pp.159-168
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• 2019

The purpose of this study is to propose a strategy for creating an advertisement for Corporate Social Responsibility(CSR) based on the strategy of selecting an advertisement model in order to efficiently execute the advertisement of CSR. Data were analyzed by regression analysis. The results of this study are as follows: First, it is found that the value-relevance factors of the model are important regardless of the theme of CSR. In the economic field, the reliability of the model is important. But, the attractiveness of the model was more important in the environmental field. Second, it is effective to select a model with high value-relevance when selecting CSR advertising model. But, in the case of an expert, it is effective to select not only value addition, but also attractive and reliable models. Third, when producing CSR ads using emotional messages, it is important to consider the value and reliability of the advertising model. But, it is important to select the model considering the importance of the value and attractiveness of the advertisement model when producing the CSR advertisement using the informational message. It was found that it is very important to select a model that has a high relevance to the image of the social responsibility subject and the advertisement model when producing the social responsibility advertisement.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.15 no.1
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• pp.69-76
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• 2015

Bluetooth 4.0 is a low energy near communication technology. It is a suitable for Internet of Things(IoT), that is, all devices using small electric power consume are connected because power consumption is more lowing and brodening for application scope against bluetooh 3.0. Therefore in this paper, a present situation of beacon technologies are investigated and a design principle of restaurant advertisement and order system using beacon technology are presented. A beacon which is tranceiver based on bluetooth 4.0 technology and bluetooth 4.0 receiver device design is showed and design method of smart-phone interlocking these devices is presented. Also it shows that this design method is very useful for the Restaurant Advertisement & Order Commercial System production.

• The Journal of the Korean dental association
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• v.48 no.12
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• pp.893-918
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• 2010

This article is purposed of reviewing the development history of Japanese dental devices and instrument, and their related advertisement activities during the Japanese colonized period in Korea in early 20th century. Japanese dental devices and instrument were redesigned to accommodate their ergonomic shape above the simple imitation, and it implies the excessive desires brought them frustrations. The tragic earthquake on Sep. l, 1923, medical insurance law enforcement on Jan. 1, 1927, celebration of "Cavity prevention Day" started on Jun. 4, 1928, and the attack of Manchuria and China by Japan after 1931, all of these historical incidents become the preliminary requirement for the development of dental devices. On Nov. 1, 1937, Japanese government started to control dental materials, driving the campaigns for excluding foreign products and encourging the use of local products. In 1939, Nakajima dental manufacturers used this political and social atmosphere on their advertisement as saying "Our Nakajima's products have no compromise with the short raw materials, but only commitment to our quality". Since after 1940, the price and supply have been strongly under control, and the control group was appeared to manage all of supply and distribution of raw materials, regular price system, and specifications. At last, the Japanese national power were devastated in its production and distribution capacities, and get to the frustrated period. The main advertised dental devices and instruments in Korea during the Japanese colonized period were 1) dental chair, unit and cabinet, 2) dental x-ray, 3) compressors, 4) dental needles, 5) small instrument and carryon medical(emergency) kit, 6) oral hygiene and pyorrhea alveolaris, infrared rays, sunlight lamp, ultrashort wave treatment devices, 7)crown former, electric furnace, casting machine, articulator, electric lathe, and laboratory equipments, etc.

• Archives of design research
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• v.15 no.1
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• pp.153-161
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• 2002

There exist various conventional ideas, but few ideas may be used for actual production of advertisements. Moreover, because we tend to obtain ideas primarily from the pictures, we rely more and more on data collections, and eventually, we tend to copy them. If there is an idea which designers and copy writers can share, it will be a very effective idea. On the other hard, we need to depart from the individualistic mannerism or the reset-oriented approach depending on incidental manual works and instead, develop a lecture program which helps students e strike systematic ideas centering around processes. In order tn solve such problems, the researcher attempts to suggest "Spring Method" which has heed verified through the advertisement design practice courses at college for 7 semesters. This method focuses on ′visualization of concept′ through such stages as compression, inference and expansion, and therefore, emphasizes an organic linkage between language-oriented idea process and visualization process for advertisement ideas.

• Journal of Agricultural Extension & Community Development
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• v.18 no.4
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• pp.1051-1083
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• 2011

One of the significant element of industrialization is the marketing mixed by advertisement. This paper concerns itself with two key methodological issues that have arisen during the marketing communication research. First, it examines BTL media, appeal type and executive type for interpersonal communication. The second part of the paper argues that story have an effect on making relationship between a consumer and a producer as storytelling producer's history, story of experiences of user, episode and so on. In this paper we developed contents of advertising for pine nut in Hong Cheon using the storytelling marketing communication strategy.

• International Journal of Internet, Broadcasting and Communication
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• v.13 no.4
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• pp.97-102
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• 2021

The development of CG technology throughout the 2000s brought about a significant growth in the animation market. This phenomenon led to an increase in the number of people required by related industries, which led to an increase in the number of related majors in universities. CG application technologies are becoming more common with the advent of YouTube and virtual YouTubers, but high technology is still required for students to get a job. This situation is not easy to include both technological and creative skills in the college animation curriculum. In order to increase students' creativity, we need a lot of production experience, which requires a lot of knowledge and time if we only use tools like Maya and 3D Max. In this paper, We tried to devote more time to storytelling by minimizing the technical process required for production and proceeding with repetitive or difficult processes for content creation using third-party programs. And through the 12-week class, the experimental production process was applied to the process from planning to completion of animation works that students would submit to the advertisement contest.