• Journal of Digital Convergence
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• v.15 no.9
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• pp.543-550
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• 2017

The purpose of this study is to investigate the change of the type and characteristics of Korean sports star TV commercials and to deeply investigate the relationship with social contexts and backgrounds. In order to solve the purpose of this study, This study collected data of 38,517 TV advertisements from 1970 to 2009, and analyzed data of 146 media contents. The results obtained are as follows. First, Korean sports star TV commercials showed a steady increase with the economic growth and media development of Korea, and the percentage of total TV advertisements was low. Second, sports star TV advertising plays a role of expanding the sports industry, but it shows that the efficiency of relationship persistence decreases without social situation and public recognition.

• (The) Korean Journal of Advertising
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• v.27 no.3
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• pp.7-25
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• 2016

According to recent studies, the location of visual information has a significant impact on consumers' interpretation and judgment in various contexts. In particular, vertical positioning is relevant to the perception of weight: consumers tend to interpret that products are heavier when information is placed at the bottom of a page or section rather than the top. This is due to the common perception that heavy things would sink to the bottom and light things would float up. Consistent with this research stream, the current study investigates how the vertical location of freebie information influences promotion evaluation. We hypothesize that consumers assume that the complimentary product is heavier when the information about it is displayed at the bottom compared to when the information is displayed at the top. Two experiments were conducted. In experiment 1, we show how the location of "get one free" information impacts the evaluation of the sales promotion in a "Buy two and get one free" context. When the complimentary information was displayed below rather than above the main product information, consumers evaluated the sales promotion more favorably. Experiment 2 tests the generalizability of the vertical location effect by using a different type of information and product: a visual picture of vitamin tablets rather than the numeric information as in Experiment 1. The dependent variable was also extended to the perceived amount of the promoted product. We suggest the boundary condition that the proposed effect is moderated by the presence or absence of an explicit message about the amount. Without an explicit message about the amount of the product, the results were similar to those of experiment 1 in that consumers perceived that the product offered a greater amount when the complimentary information was displayed at the bottom rather than at the top. However, the location effect disappeared with an explicit message about the amount. This confirms the moderating effect that presenting an explicit message about the amount is a crucial boundary condition for location effect in a value added promotion. Marketers can use this knowledge to formulate strategies in a variety of sales promotion conditions.

• Journal of the Korean Institute of Landscape Architecture
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• v.45 no.4
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• pp.11-22
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• 2017

A plaza represents the identity of a city, and that reveals a plaza's importance. Gwanghwamun Plaza and Seoul Plaza are two representative plazas where the citizens can freely express their opinions. Many major plazas in the center of Seoul were built under the Japanese occupation. Among these, the plaza of Joseon Bank has different characteristics than Gwanghwamun Plaza and Seoul Plaza. Even though this plaza was built in the center of the commercial, administrational, and cultural district during the Japanese colonial period, the research on this plaza has been limited. This study was conducted to verify the features of this plaza by analyzing its construction and transformation during the Japanese colonial period. The study's results outline how the plaza was constructed by the Japanese administration. The intention of the government is shown by the fact that it purchased land parcels and held a design competition. In the 1910s, the government purchased seven parcels of land during the expansion of roads as the place for the plaza. During the late 1930s, the government accepted a traffic circle to regulate the traffic and eliminate the conflict between crossing movements. In 1939, a fountain was built in the plaza's center, and its design was selected through a design competition. It was planned as a square, but gradually turned into a rotary. Furthermore, the plaza was a landmark and symbol of the power and modernity of Japan. As the main modal point of public transportation, the plaza became surrounded with largescale Western-style buildings, commercial advertising, and neon signs. The plaza became a place where people could experience the modern city. These spectacular displays showed that Japanese imperialism was perceived as a strange and peculiar landscape to the majority of Korean citizens. This study investigates the history and characteristics of the plaza, focusing on its beginning as well as the transformation of its form. As to the limitations of the study, it does not consider political and economic contexts within the transformation of Seoul and in relation to this plaza. Instead, that research remains for a future study.