• The Journal of the Convergence on Culture Technology
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• v.4 no.3
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• pp.127-132
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• 2018

This study set out to examine message orientation in advertising expression through the content analysis of apartment sales advertisements in Busan. For this purpose, the study analyzed newspaper ads about apartment sales in the Busan area in terms of advertising appeal methods and message types. Advertising appeal methods(rational and emotional appeal) and message orientation(environmental, emotional, investment, and functional orientation) were categorized according to brands(nationwide and local brands). The findings show that most of apartment sales ads in Busan used a rational appeal method. While nationwide brands used rational and emotional appeal in similar percentage, local brands used a lot of rational appeal. Of the types of advertising message orientation, investment and emotional orientation recorded the highest percentage. Messages of investment orientation to show economic profit or premium were used most, being followed by messages of emotional orientation to show pride and happiness. These findings were interpreted to display differences in strategies for advertising expressions among brands. The findings are expected to offer useful practical implications for message strategies for apartment sales ads.

• The Journal of the Convergence on Culture Technology
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• v.5 no.1
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• pp.235-241
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• 2019

The purpose of this study is to investigate the characteristics of advertising section of the daily newspaper through content analysis. From April 2015 to March 2017, a total of 1,927 advertisements were analyzed by the newspaper ethics committee, and the following results were obtained. Firstly, most types of features (advertising) received more attention than warnings. Secondly, we can confirm that the amount of advertisement in section (featured) of major daily newspapers is gradually increasing, and section advertisement is appeared in major business districts. Third, there were many violations in the practice guidelines of the newspaper code of ethics as the media's responsibility and press coverage. Finally, in the case of certain companies and products, if you do not follow the principles of publication for profit and publicity, you may need to make your own efforts to protect the credibility and fairness of newspapers, and more autonomous guidelines.

• The Journal of the Convergence on Culture Technology
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• v.8 no.6
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• pp.455-462
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• 2022

This study attempted to examine the problems of the expression and format of native advertisements appearing on various platforms and to prepare a plan to regulate them. To this end, in-depth interviews were conducted to those in charge of advertising practice and examined. First, as a problem with the expression and format of native advertisements, it was considered that the congestion and deception of indiscriminate native advertisements appearing on various platforms could bring negative perceptions to consumers. For the second user's interaction, it was considered that customized advertising expressions through targeting by platform should be produced. Third, regarding the regulation of native advertisements, it was suggested that regulatory measures for consumer protection should be prepared and that market autonomy should be left to it. A strategic operation plan for native advertising according to various platforms should be prepared.

• Journal of KIISE:Computer Systems and Theory
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• v.29 no.3
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• pp.153-160
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• 2002

In this paper, we consider a secure and efficient metering scheme to measure the interaction between clients and servers in interned advertising. In most cases internet advertising is composed of clients, servers, and an audit agency who collects a metering information about the number of clients that were served by each server. The metering scheme should always be secure against fraud attempts by servers which maliciously try to inflate the number of their clients and against clients that attempt to disrupt the metering process. So we suggest secure and efficient metering schemes, based on some cryptographic techniques, which are also very accurate and robust.

• International Journal of Advanced Culture Technology
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• v.8 no.2
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• pp.146-158
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• 2020

As one of the successful brand activism ad campaigns in recent years, the current study focuses on the Always #LikeAGirl campaign that took on the issue of girls and female empowerment. As a viral video marketing campaign with YouTube as their main vehicle for campaign dissemination, this study examined how Always brand activism campaigns spread on YouTube by conducting a network analysis of YouTube video networks generated by the #LikeAGirl campaign spanning across five campaign periods. Quantifiable data (i.e., views, comments, likes, dislikes, user-generated videos) and structural network patterns show that the Always #LikeAGirl campaign was successful by both standards. Although the follow-up campaign periods were not as successful as the initial campaign, the substantial amount of views, comments, likes, and user-generated content showed that the consecutive campaigns still had impact. As shown through the network patterns, the main campaign ads were central in the diffusion of the campaign during the earlier periods but that role was passed onto the user-generated contents in the later periods. Implications of the findings and future social network analysis studies in brand advertising and brand activism campaigns are further discussed.

• Journal of Digital Convergence
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• v.11 no.3
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• pp.85-93
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• 2013

This study were investigated in Korean and Chinese consumers' awareness about the controversial ads expressions. Any ethical evaluation and consumers about the issue of the type of ad that is examined, and also the difference between Korea and China, the consumer perception of advertising ethics evaluation is confirmed. Korean and Chinese consumers consumerism to promote awareness and relevance is analyzed. Firstly, the negative role of advertising in terms of positive perceptions of Chinese consumers significantly higher. The other hand, recognize the positive role in the Korean consumer awareness was high. Second, the Korean consumer advertising that targets children positive response compared to Chinese consumers higher. Third, Sexual Appeal for Chinese consumers think that is very generous compared to Korean consumers were Fourth, Korea and China consumers about tobacco advertising for all tobacco advertising was negative ethical perception. Fifth, obnoxious ad, ads, such as racial discrimination and acts for all bilateral consumers very negative comments were, for the spread of AIDS, bilateral consumers allow condom ads for all the positive responses demonstrated. The results of this study advance into China and the Korean company's executives and advertising agency advertising practitioners to formulate a strategy to accommodate an effective message.

• Archives of design research
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• v.16 no.3
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• pp.211-220
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• 2003

This study was done to investigate the situation of classes-related stress in creative's of korean advertising industry. Though creative's are carrying out the most important roles in advertising agency, there has not been much study on them. In this point view, this study approached by examining prior studies on classes-related stress. The findings of this study were as followings ; In all classes, client related stress were the highest. The classes of the directors of bureaus have the highest stress on the average of five high items in the stress detail items. The classes of the staffs have higher stress, and the next is the classes of the heads of departments. The classes of the directors have higher stress about themselves especially. The classes of heads have higher stress for family complain about holiday work than any other classes relatively. The classes of the staffs have higher stress for heavy duty than any other classes. The classes of the directors of bureaus have higher stress in the situation change like presentation than any other classes. There can be many conditions about advertisement creative team members‘stress. I have made dear the internal stress structure according to the classes in the thesis partially. The stress for the classes‘structure can not be solved easily, so it will hare an effect on all members normally if the stress exists for a long time. This study should be continued by reasonable and systematic method. A successful creative's come out from an advertising agency's organizational system, but the organization, after all, is made up of creative's ability and endeavor.

• Journal of Information Technology Applications and Management
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• v.24 no.4
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• pp.215-227
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• 2017

The development of information technology are leading to the rapid evolution of SNS (Social Networking Services) in various directions and industries. Initially, SNS have been used as the form of networking between user's groups. Currently SNS has been developed towards multiple purposes and platforms such as the promotion and the advertising of a company. There are many SNSs including QQ, Weibo, and Wechat and so on in China. However, the use of companies in terms of advertising and information sharing with the customers do not meet the trend in China. Especially, there were little researches for Chinese travel agencies how to utilize SNS for attracting new customers and making them contribute to the firm's performance. In this study, we try to investigate the impact of the firm's characteristics and the usage of SNS on the performance of Chinese travel agencies. Based on Top 100 China travel agencies in 2009, we analyzed the relationships between firm's characteristics and the usage of SNS, and firm's performances in 2013. We expect that our study can contribute to the increasing academic and practical needs on the empirical evidence of the impacts of the SNS utilizations on the firm's performance.

• The Journal of the Korea Contents Association
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• v.20 no.4
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• pp.295-304
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• 2020

This study analyze the meaning and the characteristic of branded contents ad, one of the leading advertising methods. 10 experts who work for various advertising fields were inteviewed through semi-Structured Interview method and connected the keywords. First, branded contents advertisement can be split into two part, congenital branded contents ad and acquired branded contents ad. Congenital branded contents have a customer process, (Attention-Awareness-Interest-Compromise) and agency process (Combine-Seed-Continuous- Compromise). acquired branded contents ad also have a different customer process (Attention-Interest-Awareness-Compromise) and agency process (Seed-Rootage - Combine- Compromise). 'Combine' stage and 'Compromise' stage is the new features in the branded contents ad and 'awareness'stage also has a different meaning with previous theories.

• The Journal of the Convergence on Culture Technology
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• v.6 no.2
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• pp.419-428
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• 2020

SNS media is gaining its media share with the benefits of digital technology, such as the convenience of physical access and the entertainment and interactivity of contents, and are becoming a part of users' lives. As media contents consumers move from traditional media to SNS, marketing communication activities are rapidly adapting to leading SNS platforms such as Facebook. This study compares how users perceive four advertisement attributes in each SNS, focusing on Facebook, Instagram, Kakao Story, and Twitter, where the media content creation and consumption systems are relatively similar to each other. The impact on eWOM intention was identified. In addition, we discussed effective SNS operation.