• 한국생활과학회지
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• 제20권1호
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• pp.143-154
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• 2011

The purpose of this study was to examine consumers' ability to distinguish advertorial and editorial about consumer information. The data were collected between June, 28 and July, 2 in 2010 through the Internet surveys. Total of 603 respondents were included in the analysis. The findings are follows as: First, consumers showed better ability to discern advertorial than ability to discern editorial. It implied that editorials could be considered as advertorial rather than advertorial could be considered as editorials. Second, it seems likely that rather than executional cues such as format and source information, the types of products/services were used as source cues among consumers. Third, consumers tend to prefer 'consumer information', 'advertorial' and 'advertisement' among 10 given advertising labels. In Conclusion, to prevent misleading potentials of advertorial and editorials, standardized advertising label should be used and notify consumers of advertising label.

• 한국중재학회지:중재연구
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• 제31권2호
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• pp.99-118
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• 2021

The participants in this study were university students, who are millennials and familiar with various devices and SNS enabling hyper connection, such as smartphones, the Internet, and the Internet of Things. People are sustaining their relationships with others by using the latest technology and cutting-edge devices at will. Some purchases are made at offline stores through online information, but products are checked through offline stores and purchased online. The MZ generation, which does not always have a fixed and constant behavioral response pattern, was considered a participant in this study because the response pattern may vary depending on one's tendency to avoid uncertainty. As a result of experimenting with the MZ generation, similar results were found in all dependent variables. Advertorial and general ads treated as independent variables affected the participants' tendency to avoid uncertainty. In other words, uncertainty avoidance tendency and interaction effect were found as a result of verifying the effects on the dependent variable of ads type. In an advertorial, the group with low uncertainty avoidance tendencies showed higher dependent variable effects than the group with high uncertainty avoidance tendencies; in general ads, uncertainty avoidance tendencies were higher. The higher group showed higher dependent variable effects than the lower group. Therefore, the group with a low tendency to avoid uncertainty has a high level of dependent variable effects in the advertorial, and the group with high uncertainty avoidance tendency performs self-interpretation in general ads.

• 한국멀티미디어학회논문지
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• 제18권11호
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• pp.1419-1426
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• 2015

Distinguishing border between news and advertising is disappearing. Traditional journalism considered editorial part deals news and ad part handle commercial messages. But now this classification is meaningless. Current news consumers do not separate advertising content and non-advertising content. In Korea, making fake news or paid news pages is becoming social problem. Fake news uses various camouflages to pretend to be real news. This paper descriptively analyzed Korean fake news cases and suggested some guidelines for publishing news. We analyzed 3 major newspaper web sites from July to September, 2014. These three newspapers publish section pages everyday containing fake news or sponsored news. Totally more than one thousand articles were selected for content analysis. We coded the numbers of fake news, day of the week, the rate of sponsored news, average fake news publication number per pages, the conformity between news and advertising, and the type of fake news. We also coded the number of sponsored news article in day sections. We used method of comparing the advertising contents and news articles. As a result, 24.8% of news article were published for the advertising sponsors. Advertorial or fake news were sometimes arranged same pages the same day. We coded the conformity between same advertising and news content. More than 60 percent (60.9%) of fake news match with their sponsors. PR style of fake news is top and advertising type of fake news is the lowest.

• Journal of Information Technology Applications and Management
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• 제26권6호
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• pp.1-12
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• 2019

On the Internet age, the news is generated and distributed not only by traditional news media, but also by a variety of online news media, news platforms, content websites/content farms, and social media. Since it is an easy task to create and distribute news, some of these news reports may contain fake or false facts. In the end, the cyberspace is full of fake or false messages. People may wonder if these fake news actually influence our decision making. In this paper, we discussed a real case of fake news. In this case, a Taiwanese company used some fake news, advertorial news, and news placement to manipulate or influence its stock price and trade volume. We collected all news for the case company during a period of four years and five months (from January 2013 to May 2017). We analyzed the relationship between published news and stock price. Based on the analysis results, we conclude that we should not ignore the influence of news placement and fake business news on the stock price.

• 문화기술의 융합
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• 제5권1호
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• pp.235-241
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• 2019

본 연구는 최근 이슈가 되고 있는 일간신문의 섹션(특집)광고의 특성을 분석하는데 있다. 2015년부터 2017년까지 신문윤리위원회의 심의 결정집에서 조치를 받은 총 1,927개의 광고를 분석하여 다음과 같은 결과를 얻을 수 있었다. 첫째로 유형별 특징은 대부분의 섹션(광고)는 경고보다는 주의 조치를 많이 받았다. 두 번째는 주요 일간신문의 섹션(특집)광고의 양이 점차 증가하고 있고, 주요 경제지에도 섹션광고가 많이 나타나는 것을 확인할 수 있었다. 세번째로 신문윤리강령의 실천 요강 중 언론으로써의 책임과 보도준칙에 위반사항이 많았다. 마지막으로 특정기업, 제품의 경우 영리와 홍보를 위해 게재의 원칙을 지키지 않는 경우는 신문의 신뢰성과 공정성이 훼손될 우려가 있기 때문에 이를 지키기 위한 스스로의 노력이 필요할 것이며, 보다 자율적 차원의 가이드라인이 마련되어야 할 것이다.

• 정보보호학회논문지
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• 제34권3호
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• pp.515-525
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• 2024

다크패턴은 온라인상에서 서비스 제공자가 은밀한 속임수를 통해 필요 정보를 숨겨 사용자가 원하는 행동을 못하게 하거나, 의도하지 않은 행동을 유도하는 사용자 경험 디자인이다. 본 연구에서는 세계 상위 200개 뉴스 웹사이트를 대상으로 배너, 기사형, 팝업, 영상 광고와 같은 다크패턴의 사용 양상과 사용자에게 미치는 영향을 분석했다. 연구 결과, 배너 광고와 사용자 이탈률 및 순방문자 수 사이에는 유의미한 관련성이 없다는 결과가 나왔다. 지역별 분석 결과, 최초 화면 이동배너와 헤드라인 뉴스 화면 이동배너는 남아메리카에서, 헤드라인 뉴스 화면 고정배너는 아시아에서 가장 많이 관측되었다. 나머지 모든 분류는 유럽에서 가장 많이 관측되어 유럽 웹사이트가 가장 많은 수와 많은 종류의 다크패턴을 가지고 있다.