• (The) Korean Journal of Advertising
• /
• v.29 no.4
• /
• pp.131-157
• /
• 2018

This study explores the characteristics and discourse of creative work in advertising and investigates women's work experience and their problem. This will reconfirm the characteristics of advertising as creative labour. For this, it conducts in-depth interviews and analyzes them through a theoretical detour and a thick description. The study found the dominant discourse that creativity is their duty and ultimate goal. This dominant discourse makes the gendering of creative roles and representation languished. In spite of this, female creators with parenting have difficulty in reducing work ability, because conflicting identities weaken their self-regulation. This means that advertising is 'self-regulationized' labour.

• (The) Korean Journal of Advertising
• /
• v.28 no.6
• /
• pp.7-34
• /
• 2017

The debate surrounding advertising effectiveness is not to be overstated as a major source of advertising research. However, there is still a lack of discussion on the model for measuring the effects of government and public service advertising. This study focuses on this point and develops an index model that can evaluate government advertising. For this purpose, we conducted a survey of 800 respondents in 7 major cities. Based on the creativity evaluation factors (originality, clarity, and appropriateness) of government advertising and the evaluation factors (interest, avoidance, and relevance) of policy contents, a causal model that affects the cognition, attitude, and behavioral responses of the audience was set up. As a result of analysis, originality, clarity, interest, and relevance except for appropriateness and avoidance were meaningful variables for creating government advertising effect such as policy understanding, audience attitude, word of mouth intention of policy. In addition, policy understanding and audience attitude were the main mediating variable influencing the word of mouth intention of policy. Based on research results, this paper discussed the direction for creating effective government and public service advertising in the future.

• The Journal of the Korea Contents Association
• /
• v.19 no.12
• /
• pp.121-128
• /
• 2019

This study, after analyzing 2019 Cannes Lion winners, suggests five creative trends. It was found that these global five creative trends are multi-sensory experience, integration between data and creativity, real humanism, brand activist, and consideration for socially disadvantaged. Not only visual impact or stimulus, but audio or scent could be utilized in an effort to stimulate consumers and promote brands. In 2019 Cannes Lions advertising campaigns which sought to find consumer insight through data and apply it to creativity received applause from Cannes Lions judges. In addition, advertising campaigns based on real humanism suggest that attitudes are best changed through positive experiences. Nike's 'Dream Crazy' campaign is a good example which shows a company's philosophy and brand purposes. Brands are becoming activists and are being encouraged to take real action, and for good reason. Lastly, projects such as Ikea's 'ThisAbles' and Microsoft's 'Xbox Adaptive Controller' are contrived for the socially disadvantaged.

• Journal of Distribution Science
• /
• v.20 no.3
• /
• pp.13-22
• /
• 2022

Purpose: Thisstudy aims to measure the attitudes of Generation Z in Jakarta towards advertisements containingCOVID-19 information. Research design, data and methodology: This study is a quantitative method with partial least square structural equation modeling (PLS-SEM) with SMART PLS as an analytical tool. The sample size is 216 participants was obtained randomly through a questionnaire distributed online. This study consisted of exogenous variables (advertising content, value, irritation, and economic benefits), endogenous variables (attitudes towards advertising), and some moderating roles. Results: The results of thi study explain that this generation's attitude towards advertising is affected by the content and value aspects embedded in advertisements. Value can be formed from creativity in making advertising content as interesting and informative as possible. Interestingly, this study also found that the irritation aspect and economic benefits had no effect on the audience's attitude towards the advertisement. Neither the irritating aspect of advertising nor the economic value that is formed acts as a moderator of the content and the value of the ad. Conclusions: The ongoing pandemic and periodic adjustments to government policies regarding COVID-19, these results can be compared with other advertisements for future studies, especially those using the same variables as this study.

• The Journal of the Korea Contents Association
• /
• v.19 no.10
• /
• pp.290-305
• /
• 2019

As laws regarding the execution of governmental and public corporate advertising have been enforced since 2018, the need for the increase in effectiveness and public benefits of governmental advertising has been suggested. This research focuses on the government's health campaigns regarding well-being, hygiene, and safety and thus conducts an in-depth research into strategies and the future course of policies. First, it analyzes domestic/international governmental advertising in the realm of health campaigns and specifically studies governmental advertising that employs media technologies in health communications. Furthermore, through in-depth interview with 10 health campaign experts, the study explores possible plans of utilizing the ever-developing field of digital technology. The results of this research show that it is imperative to target and strategize according to the purposes of health campaigns. It is also important to set the appropriate parameters of the campaigns according to the given budget while securing the quantity and quality of creativity. Also, it will be crucial to utilize media technology to the fullest extent and strategize around it. Therefore, this research suggests theoretical as well as practical strategic plans to increase the effectiveness and efficiency of governmental advertising in the realm of well-being, hygiene, and safety in health campaigns.

• The Journal of the Convergence on Culture Technology
• /
• v.9 no.3
• /
• pp.205-211
• /
• 2023

In this study, we analyzed the potential application and validity of ChatGPT, an artificial intelligence technology currently gaining attention across various fields, for the creation of advertising photographs. To do this, we examined the relationship between the visual elements of advertising photographs and language, and investigated use cases of ChatGPT in advertising. Furthermore, we analyzed the elements of each stage in the advertising photograph creation process and conducted expert interviews to determine the validity of ChatGPT's application in these stages. The results revealed that, although somewhat limited, the feasibility of using ChatGPT was found to be high in the planning stage of advertising photographs, but lower in the actual shooting and post-production stages. Considering these findings, it is necessary to continuously monitor the progress of AI technology and strive to enhance the creativity and efficiency of advertising photograph production through collaboration between technology and humans.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.39 no.4
• /
• pp.545-559
• /
• 2015

This research investigates consumer responses to different types of fashion film used in national women's wear brands. The content analysis was conducted as a preliminary study for women's wear fashion brand based on the 2012/2013 fashion brand yearbook. Three types of fashion film (Wearing Apparel Products, Brand Advertising and Storytelling were used as stimuli for the present study. We analyzed 224 data gathered using SPSS 22.0. The results showed significant differences among types of fashion film in regards to film attitude, product evaluation, creativity, information literacy, re-watching intention and word of mouth intention variables. This study revealed that the Brand Advertising type received the most positive evaluation in many aspects. Especially, the Storytelling type received the most positive evaluation in creativity. Wearing Apparel Products type gained high points in information literacy. The present study helps brand managers determine a fashion film that best suits each brand characteristics.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.23 no.7
• /
• pp.953-964
• /
• 1999

The purpose of this study was to analyze the effectiveness of negative appeal ads taking social problems as their themes. Two social problem ad themes concerning abortion and drug addiction were selected as stimulus. Questionnaires consisted of questions about affective response cognitive evaluation consumer's characteristics(sex, clothing involvement social problem involvement) and the ad and brand attitudes They were distributed to 200 high school students in Seoul. Results were : 1 The affective response consisted of 4 dimensions(negative inactivating activating positive) and the cognitive evaluation had 3 dimensions(utility·persuasive power creativity awareness) 2. Creativity and awareness dimensions and the ad attitude had positive influence on the brand attitude for the abortion theme ad,. Creativity dimension and consumer's clothing involvement had positive influence on the brand attitude for the drug addiction theme ad . Especially the affective response had no significant influence on the brand attitude. This result suggests that in case of negative appeal ads the affective response does not necessarily degrade the brand attitude while positive cognitive evaluation on creativity and awareness of the could influence the brand attitude favorably through raising attention to the brand resulting in high effectiveness of the ad.

• International Journal of Computer Science & Network Security
• /
• v.21 no.4
• /
• pp.178-185
• /
• 2021

The emergence of social networks has led to the flourishing of a new golden era of branding, which is a challenge for companies due to the need for creative positioning of companies with an emphasis on building trust and loyalty to the brand. Consumers are becoming more demanding and due to a wide range of products in different markets, make demands that are more stringent on companies. The goal of this article was to study the main trends of branding and advertising on social networks to develop a new approach to brand promotion. Methodology. The quantitative and qualitative research design was used to determine the main trends in branding and advertising on social networks. The methodology included the following methods: 1) analysis of the relationship between brand value and brand content strategy, 2) content analysis of the content of companies in social networks on the example of 10 world-famous brands with the highest value. The results allowed forming the criteria of effective content and communication: simplicity of content and simplicity of communication, lack of direct advertising of products, emphasis on global socio-economic problems and social orientation, unobtrusive communication, content creativity, indirect information about the product or work, the history of the company's development through various tools. The main content strategies of brands are defined: storytelling strategy; strategy of informing about the history of the company's development; entertainment and information strategy; strategy of joint interaction with the audience through the involvement of wellknown influencers or users of products. The theoretical and practical value of the results is confirmed by the conceptualization of the main content strategies of world-famous brands, which are pioneers in new ways to build relationships with users through social networks. The research proposes to use a customer-oriented approach to brand promotion. This means studying consumer behavior and predicting possible changes in behavior, which determines the level of interaction with the brand, the content strategy of the brand, and its effectiveness.

• Archives of design research
• /
• v.16 no.1
• /
• pp.103-116
• /
• 2003

As the globalization become the main stream in our world, there is no exception also on the cultural section. And we are En the midst of this rapid transition. In the case of advertising market, we opened to those agencies in abroad in the early year of 1990 and now completely opened. On this thesis, the multinational corporation advertising was studied and researched by empirical case study. The main topic is the value expression in the advertising creativity viewed on the cultural level. The multinational corporations that have an eminent, powerful brands produces much of goods wend widely with their powerful brands and extend their marketing activities to abroad. For example, those non-alcoholic beverages, pharmaceutical products, cosmetics, electronic appliances, vehicles, sports shoes, clothes are their main exports, and they broaden the product category, market size to the global market. They also use an expert marketing skill accumulated for a long time. The advertising activities is one of the useful method to extend their global market abroad enhacing continuously brand value. And much of the multinational corporation's advertising are suspected of negative effects that advertisements works on a tool which curies so called uniformed ideology - various ruling ideology - with commercial messages. These advertising affect an developing country's moral value, life style, social value, and others. And they weaken those developing country's unique tradition, culture by putting their own ideology. Those who have a critical position on the advertising activities have been careful in judging it's effects. The result of this study which of the value system is expressed in the multinational corporation's advertisements are; First, the self - esteem value is classified by western value, and it was founded out much more in the domestic corporation's advertisements then multinational ones. Second, the security value system is classified by western value system, and it's outcome was much the same as former one. Consequently, the multinational corporation's advertisements have less of an western value expression relative to korean advertisements. Those outcomes may infer that the multinational corporations prefer to an compromise creative strategy in korea for avoiding cultural conflicts.