• Journal of the Korean Society of Costume
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• v.67 no.2
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• pp.1-16
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• 2017

This study was conducted to investigate how consumer global-mindedness affects global fashion out-of-home (OOH) advertising which global consumer culture positioning applies, and to examine the relations among global fashion brand OOH advertising, perceived fashion brand globalness, perceived quality and brand reputation. Data were collected from 238 general people in 20~30s in seoul and were analyzed by using statistic methods such as frequency analysis, reliability analysis, confirmatory factor analysis and structural d modelling by running both SPSS 18.0 and AMOS 7.0 program. The results of this study were as follows. First of all, it indicated that the fit indexes were satisfied and the overall model of this study showed a favorable goodness of it from the results of confirmatory analysis. Secondly, consumer global-mindedness had a positive impact on preference towards global fashion OOH advertising. Finally, preference towards global fashion brand OOH advertising positively affected perceived fashion brand globalness, perceived quality and fashion brand reputation. The results implies that it is necessary that fashion brands fully understand consumers' tendency and the benefits of marketing can be maximized through global positioning OOH advertising on subways which makes consumers recognize fashion brands as global ones.

• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.7
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• pp.882-891
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• 1998

This study purported to analyze the condition of the degree standardization and types of global ads. in the multinational fashion brand corporations. The analyzed ads. were sampled from monthly magazines on same seasons in 1997. This study was done by means of checklists were modified other researcher's research measurments. Researcher counted of advertising message. Zero point meant perfect stan-dardization and 13 points meant perfect non-standardization. The types of advertising appeal were analyzed according to constituent unit's expression types. The results of the study proved that the degree of standardization was considerably high, which means that the multinational fashion brand corporations used the standardization strategy. In particular, the degree of standardization in sports wear and casual wear ads. was low compared with the degree of standardization in the other ads. Most of the global fashion ads. were composed of illustrations only. Besides, emotional appeal type was usually used in glabal fashion ads.

• Journal of the Korean Society of Costume
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• v.58 no.10
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• pp.123-134
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• 2008

The purpose of this study is to examine the postmodern characteristics in global fashion advertising. This analysis of postmodern print campaign strategies will increase the understanding of global fashion consumer and assist in establishing global advertising strategies for domestic fashion brands. 2006 A/W and 2007 S/S magazine campaigns for 190 fashion luxury brands were are collected, which were uploaded on the WGSN website. All advertising campaigns were analyzed in terms of postmodern features by four fashion professionals. As a result, major findings are as follows; First, advertising model stereotype was deconstructed. Besides young celebrities, ad models such as real people and old or childish celebrities were cast. Second, expression technique was deconstructed. Chromatic harmony was broadened to include black and white advertising, additive and subtractive color mixing. Innovative layout techniques such as collage were used. And also narrative structure was deconstructed. Third, diverse issues such as environmental message, globalization, fantasy, feminism, everyday life were expressed as advertisement appeals.

• International Journal of Advanced Culture Technology
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• v.7 no.1
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• pp.77-83
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• 2019

Recently, as social media users have grown, the resulting form of advertising has emerged, and one of the types is native advertising. This advertising method appears to be 52% higher than the banner, according to a study by the IPG Media Lab (2013). Therefore, there is a positive effect on native advertising, but it is necessary to maximize the effect. In this paper, the acceptor's attitude to the native advertisement and the shared intention are verified as to how the effect of the native advertisement can be understood and the maximized effect can be obtained. When the brand phrase was in the form of direct exposure, the subjects were positive about the advertisement and the brand attitude was favorable. Share intentions were also high. These results included suggestions to produce native advertisements in consideration of the attitudes and sharing of the recipients.

• The Journal of the Korea Contents Association
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• v.18 no.1
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• pp.143-153
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• 2018

In this study, the difference in specific family of six countries for the representation of the elements of the global advertising through investigate the degree of standardization. National and cultural background, social and economic situation compared to the differences that appear here, would you want to see. Thereby global advertising on the message expressed in this and identify the limiting factor family By country looks for any difference illustrates. The analysis shows various contrasts and differences in products group and countries. But there is no need to pursue standardization of advertising in the global market. Why standardization is needed in terms of efficiency of communication in order to achieve cost savings, and the homogenization of preference. To do this, need to find a way to communicate in a global market of consumers can relate to. After all, this is simply not the standardization of advertising is determined that the communication environment and market conditions to build.

• International Journal of Costume and Fashion
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• v.17 no.1
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• pp.17-28
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• 2017

The objective of this study is to investigate the effects of advertising expenses of fashion companies on sales from a financial viewpoint. To do so, the advertising expenses and the sales of 194 manufacturing and distribution companies in the fashion industry, as per the income statements posted by the individual companies, were analyzed. The results are as follows. First, there was a statistically significant correlation between advertising expenses and sales. The higher the advertising expenses, the higher the sales. Second, there was no statistically significant differences between companies with different sizes of sales. Third, the effects of advertising expenses on sales of fashion companies were statistically significant. The higher the increase of the ratio of advertising expenses, the higher the increase of the ratio of sales, and vice versa. This study differs from others in that it uses financial data, which has been neglected in previous studies regarding the fashion industry, to analyze the relationship between advertisement and sales. It will lend help to fashion companies seeking to rationally manage advertising expenses and come up with effective advertising policies.

• Journal of Fashion Business
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• v.21 no.6
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• pp.1-15
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• 2017

This study examines the various responses of Chinese consumers, depending on the nationality of the fashion advertising model featured in an advertisement; it explores the effects of a congruence between self-image and advertising image (CSIAI) on consumer attitudes. This study was conducted by collecting data online; 200 samples selecting a Korean model and 200 samples selecting a Chinese model with a fashion brand were analyzed. A structural equation model confirms the conceptual framework for the influence of CSIAI on consumer attitudes and purchase intentions. The results show that the perceived CSIAI of consumers positively influences their attitude toward the advertising and the brand, and further, that advertising and brand attitudes significantly affect the purchase intention of consumers. This positive relationship is moderated by the nationality of the model. These findings suggest that the nationality of the model can serve as an important retail mix for global marketers. Other results and management implications are also discussed.

• Journal of the Korea Society of Computer and Information
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• v.24 no.1
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• pp.231-238
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• 2019

The objective of this study is to understand the relationship between type of advertising and brand attachment. We divide advertising frame into loss and gain frame and examine the effect on brand attachment, The effect of unique advertising on brand attachment and the effects of interaction effects on brand attachment were examined. The results showed that the effect of the loss and gain frame on brand attachment was statistically significant. It also showed that unique advertising had positive effect on brand attachment. Moreover, the interaction effects of the advertising frame and the uniqueness of advertising have been shown to affect brand attachment. That is, the more emphasis on gain in advertising frame and the more unique advertising, the more effective on brand attachment.

• International Journal of Contents
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• v.13 no.1
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• pp.62-67
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• 2017

This study attempts to explain how communication technology impacts global creative trends. We explore global creative trends based on award-winning creative topics presented at the 2016 Cannes Lions International Festival of Creativity. After analyzing award-winning topics, five main creative trends were selected with the keywords: technology, story-telling, social media, causes, and humor. The 2016 Cannes Lions Festival demonstrated that technology (i.e., virtual reality, artificial intelligence) has expanded the limits of creativity. Story-telling is still considered to be effective for raising audience attention. Social media enhances consumer engagement while nurturing future consumer relationships. Supporting social causes allows companies to garner goodwill from the public. Humor is powerful when it appropriately appeals to both products and customers.

• International journal of advanced smart convergence
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• v.8 no.3
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• pp.13-19
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• 2019

In this paper, we propose and implement VVVV base interactive advertisement. It has now expanded from the traditional marketing methods of television, radio, newspapers and magazines to become a digital marketing era. However, it is still in the form of infusion-type advertising, similar to traditional marketing techniques. For more innovative we put story and design elements into digital technology. Consumers will feel fresh excitement as they experience advertising. Emotional stories and image will also provide an element for customers to talk to each other. The propose advertisement is design to recognize the movement of people in the corridor by using Arduino and ultrasonic sensor installed in the passageway where many people pass. Arduino and VVVV takes people's movements for a values. This values change the advertising image. In this case, we applied the mask in VVVV so that the image to be reproduced and the image of the background role are displayed when the person passes the sensor. By realizing this interactive advertisement, the objective is to increase the buyer's purchasing power by approaching the buyer more effectively than the existing advertisement.