• 디자인학연구
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• 제18권2호
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• pp.27-36
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• 2005

상품을 팔기 위한 경제적 현상인 광고의 일러스트레이션은 일차적으로 상품내용을 전달하고자 소비자의 구매 욕구를 자극하기 위해 다양한 사회 문화적 코드를 사용하고 있다. 특히 현대사회에서 광고디자인은 대량생산을 통해 표준화된 상품을 차별화하기 위한 전략이드로 제품자체의 물리적 특징이나 사용가치 못지 않게 광범위한 상품외적 요소들인 사회학적 요인들이 개입하게 된다. 그 결과 상품판매 효과와는 상관없이 광고에 쓰인 문안이나 시각 이미지들이 독립된 사회적 영향력을 지니기도 하는데, 이러한 점에서 광고디자인은 시대상과 의식을 반영하고, 만들어 가는 공공의 문화적 현상이기도 하다. 그러므로 앞서 제시한 광고디자인의 특성과 역할을 전제로 본 논문은 근대기인 1900-1945년도의 한국과 중국의 광고포스터를 중심으로 당시 근대성의 성립과 전개를 개진한 시대상과 여성이미지의 관계를 고찰하고자 한다. 근대기의 한국과 중국이 서구화되면서, 광고 포스터에 등장한 여성이미지, 상품가치, 소비, 생활양식과 취향의 상관관계를 정치, 경제, 문화 현상 등을 광고일러스트레이션을 매개로 살펴보려고 한다.

• 한국컴퓨터정보학회논문지
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• 제13권2호
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• pp.127-134
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• 2008

최근 들어 인터넷 사용자가 주체가 되어 생산하고 공유하는 UCC(User Created Contents)의 발달로 컨텐츠 제작 분야에서의 가장 중요한 이슈는 동영상을 쉽고 편리하게 편집하고 재생하는 시스템의 개발이다. 본 논문에서는 이러한 문제점을 해결하기 위하여 마이크로소프트사에서 COM Component로 지원하고 있는 Direct X에 포함된 동영상 편집 기술인 Direct Show를 이용하여 UCC제작 시스템을 구현하였다. 본 연구에서 새롭게 제안한 시스템은 Direct Show 기반의 변환필터 삽입 방식으로 사용자가 각종의 영상효과를 손쉽고 편리하게 UCC에 삽입할 수 있음은 물론, 기존의 프레임 단위 방식과는 달리 동영상 재생중에 각종의 영상효과를 삽입할 수 있다는 특징을 갖고 있다. 실험을 통하여 본 연구에서 개발한 필터를 사용하여 동영상의 재생과정에서 각종의 영상효과를 삽입할 수 있음을 확인하였다. 본 논문에서 제안한 시스템은 UCC 및 광고영상 제작 등에 널리 응용될 수 있을 것으로 판단된다.

• 한국컴퓨터정보학회논문지
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• 제24권4호
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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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• 제15권4호
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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.

• 디지털융복합연구
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• 제17권1호
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• pp.159-168
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• 2019

본 연구는 사회적 책임활동 광고를 효율적으로 집행하기 위해 광고모델 선정 전략을 중심으로 사회적 책임활동광고 제작전략을 제시하고자 하였다. 자료분석은 회귀분석을 실시하였다. 연구결과 첫째, 사회적 책임활동 주제와 관계없이 모델의 가치부합성 요인이 중요한 것으로 확인되었으며, 경제 분야의 경우에는 모델의 신뢰성이 중요하며, 반면 환경 분야에서는 모델의 매력성이 더욱 중요하였다. 둘째, CSR 광고 제작자들이 CSR 광고모델을 연예인을 선정할 때는 가치부합성이 높은 모델을 선정하는 것이 효과적인 반면, 전문가일 경우에는 가치부합성 뿐만 아니라 매력성과 신뢰성이 높은 모델을 선정하는 것이 효과적이다. 셋째, 감성적 메시지를 활용하여 CSR광고를 제작할 때 광고모델의 가치부합성과 신뢰성을 중요하게 고려해야한다. 반면, 정보적 메시지를 활용하여 CSR광고를 제작할 때 광고모델의 가치부합성과 매력성을 중요하게 고려하여 모델을 선정하는 것이 중요하다. 본 연구는 사회적 책임광고를 제작할 때 사회적 책임활동 주제와 광고모델의 이미지가 관련성이 높은 모델을 선정하는 것이 매우 중요하다는 결과를 도출하였다.

• 한국인터넷방송통신학회논문지
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• 제15권1호
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• pp.69-76
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• 2015

블루투스 4.0은 블루투스 저전력 에너지 근거리 통신 기술로서 블루투스 3.0에 비해 소비전력이 낮아지고 전파도달 거리도 70m 까지 길어짐에 따라 활용범위가 커지고 있어 전력소모가 적어 모든 기기가 항상 연결되는 사물인터넷 구현에 적합하다. 따라서 본 논문에서는 비콘 기술 현황을 조사하고 비콘 기술을 이용한 음식점 광고/주문 시스템 설계원리를 기술한다. 또한 블루투스 4.0 기술에 기반한 발신장치인 비콘의 설계와 블루투스 4.0 수신 장치의 설계를 보여주고 이와 연동하는 스마트폰 앱 설계 방법을 제시함으로써 본 설계 방법이 음식점 광고/주문 상용시스템에 제작에 유용하게 활용될 수 있음을 보여준다.

• 대한치과의사협회지
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• 제48권12호
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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.

• 디자인학연구
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• 제15권1호
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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.

• 농촌지도와개발
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• 제18권4호
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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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• 제13권4호
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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.