• Archives of design research
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• v.15 no.4
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• pp.317-326
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• 2002

The Web has taken a strong post as one of the media for advertisement for long time. The Internet has an advantage of an easy access to each of customers; the fractioning of the potential customers; the transcending of the time and space; and the utilizing of the multimedia. As such, the Web as a communication tool has not only all characteristics of the existing media but also the factors such as the sound, motion, and interaction. Therefore the Web designing should be much more flexible and open than any other medias. Nevertheless, most of the Webs being created currently appear to be simply perfunctory and functional. This is because a methodological aspect has not been rooted firmly as the Web design industry has been developed too rapidly, driven by the explosive demand. Therefore, this study is designed to demonstrate the approaching method to the Web-interface designing as an alternative for such methodological aspect. In other words, it is the very stillness-motion interface designing of the Web, based on the e-advertisement concept. The Web as one of the media for advertisement gives the heaviest weight to the users emotional aspects than any other media do. Therefore, it is very important to get the differentiation and impact in the Web-interface designing through the users emotional aspects.

• The Transactions of the Korea Information Processing Society
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• v.6 no.6
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• pp.1590-1597
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• 1999

Advertisements on the Web, rising as a major profit source of Web services, have a distinctive characteristic of detailed classification of potential customers, compared with those of other conventional media such as TV and newspaper. It is therefore possible to advertise selectively according to personal characteristics and to record precise advertisement effects. Web-based advertisement management systems of nowadays have the capability to select ones compatible with personal environment characteristics and registered information, and to provide processed information and knowledge about advertisement effects based on usage recordings. However, they have severe problems in modeling diverse requirements or characteristics of users : customers, advertisers and ISP, and in matching and coordinating of them. In order to solve these problems, we propose a frame work for coordinating the needs of users, advertisers, and ISPs, which is built on top of tree-style classification of advertisements. Other schemes are supported around the framework as follows : (1) characteristics management of pages within themselves, (2) rule-based modeling of advertisement target, and (3) user modeling and case-based analysis. We propose a prototype system within the framework.

• 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.

• Journal of Fashion Business
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• v.5 no.5
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• pp.16-26
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• 2001

The object of this study is to reach a semiotics access in a specialized magazine advertisement, by emphasizing the advertisement, which uses eroticism. The main components of eroticism are voyeurism, narcissism, fetishism, masochism, and sadism. From the results of analyzing their impact on fashion magazine advertisements, which is limited in erotic expression, 'the women's gender role ideology' is mainstream. Especially, this is joined with a 'patriarch ideology' and the 'women's role ideology' on the view of feminism. It can be expressed erotic with 'traditional women's roles', 'rebelling against tradition', and a 'leading women role on sexuality'.

• Proceedings of the Korea Contents Association Conference
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• 2012.05a
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• pp.333-334
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• 2012

본 연구는 한국과 중국의 여성잡지에 나타난 화장품 광고의 비교를 통하여 광고표현에 대한 국가 간의 차이점을 분석한 연구이다. 한국과 중국 여성잡지 화장품 광고를 내용 분석한 결과, 중국 여성잡지 화장품 광고에서 소비자의 시선을 사로잡기위한 이미지나 상품이 한국의 광고에 비하여 강조되고 있다. 같은 여성 화장품의 여성잡지 광고를 사례를 통하여 비교해 봄으로서 한국과 중국 간의 이론적인 배경을 통한 문화의 차이를 규명하고, 현재 한류의 열풍을 타고 성장하고 있는 한국 화장품 회사들의 중국시장 진출을 위한 광고의 전략 수립에 있어서 본 연구가 광고 전략수립의 가이드라인을 제시하고자 한다.

• International Journal of Contents
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• v.11 no.2
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• pp.50-56
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• 2015

The area of discourse analysis has long neglected the value of images as a semiotic resource in communication. This paper suggests that like language, images are rich in meaning potential and are governed by visual grammar structures which can be utilized to decode the meanings of images. Employing a theoretical framework in visual communication, two digital images are examined for their representational and interactive dimensions and the dimensions' relation to the magazine advertisement genre. The results show that the framework identified narrative and conceptual processes, relations between participants and viewers, and symbolic attributes of the images, which all contribute to the sociological interpretations of the images. The identities and relationships between viewers and participants suggested in the images signify desirable qualities that may be associated to the product of the advertiser. The findings support the theory of visual grammar and highlight the potential of images to convey multi-layered meanings.

• Proceedings of the Korea Society of Design Studies Conference
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• 2003.05a
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• pp.232-233
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• 2003

• Archives of design research
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• v.20 no.1 s.69
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• pp.121-132
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• 2007

A change of social environment based on digital information technology has decreased the disparity of regional cultures by exchanging & consuming contemporary information & culture freely. After 1995, when local autonomous entity system was established, the local autonomous bodies competed with one another in developing the regional society with its' own resources, human powers & cultures, independently of the central government. In the competitive system, a local government is getting itself distinguished from each other in the cultural & regional properties, and brands the region with its unique events, public relations(PR) & development strategies. The environment for advertisement has changed rapidly under the spontaneous system of regional brand and competition, which means the changes of creative standard in the field of advertisement. An in-depth advertising creativity with induced impression & trust is one of the most important aspects of the advertisement to become persuasive to the public effectively. This demand has had public advertisements changed rapidly and the change of regional system's advertisements has started already. This study focuses on analyzing the status of Local Government's commercials on TV, and presenting an effective method for improving it.

• Archives of design research
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• v.19 no.4 s.66
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• pp.145-154
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• 2006

In today's brand apartment ads, the image of high-tech apartment seeking consumers' convenience thanks to the introduction of ubiquitous and the image of nature-friendly apartment stressing consumers' well-being life have become a main stream. However, it seems that there lacks differentiation in expressing ad images, except some brands. This may also be related to the matter of providing effective communication, which is the ultimate goal of advertisement. Therefore, to suggest the effective communication methods of brand apartment ads, this study semiologically translated first the images thai recent brand apartment ads present, and then in order to review whether these images are properly delivered to consumers, this study conducted the image survey for brand apartment ads with 123 subjects, who are the group of design professionals. As a result, the survey showed that, in the semiological translation of ad expression, meaning sharing is made when ad concept and ad image are semiologically consistent, and it showed that the realization of successful ad communication between advertisers and consumers is possible, which starts from this kind of meaning sharing. Based on the results of this study, we could know that the introduction of semiology into ad planning can be a logical judgment criterion to provide effective ad communication.

• Archives of design research
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• v.14 no.2
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• pp.187-196
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• 2001

Today's internet advertisement market is growing rapidly placing great importance on banner advertisements. Still, banner advertisements are being ignored by the users because most of these banners are exaggerated, visually distracted and they usually interfere with internet surfing. These banners make the agents and the users feel displeased and furthermore, make internet market unstable. 'Rich-Media'came in sight as the new way of advertising means in the internet market as the users demand for more dynamic and interactive media. In Rich-Media, sound and animation interact with former animated banner advertisements. Internet advertising businesses inducing web agencies have positive views about Rich-Media, because more information and ideas are shared through aural and visual integration and it is very effective way to draw attentions from the users. In this study, we have examined the effects of Rich-Media advertisements through surveys. As a result, Rich-Media advertisements are superior to ordinary banner advertisements in visual effect, leading interests of users, inducing mouse did(s and providing of information. The recent uses of Rich-Media is just a mere beginning, but we expect to make the Rich-Media an essential medium of internet advertisement as we continue studying the uses and effects of Rich-Media.