• Journal of the Korean Society of Costume
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• v.52 no.4
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• pp.141-154
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• 2002

The purpose of this study was to define 'sponsorship' as a kind of advertising tool, and to describe its effects on consumer brand attitude and actual purchase behavior. From previous research results, clothing sponsorship was defined as 'indirect advertisement', which has common ad traits as well as the uncommon ad traits, such as indirectness, emotional affinity, and symbolism. Results from empirical research using 1,227 data collected in Seoul and Kyounggi Areas were as follows ; (1) Television drama clothing sponsorship was proved to have effects on brand image, emotional & rational brand attitudes, decision making process, and actual purchase behavior. (2) Each of drama clothing sponsorship factors, such as 'drama', 'role', and 'actress', had different effects on brand memory and attitudes. (3) Consumer decision making process initiated by drama clothing sponsorship followed two different processes, which were called 'rational' and 'heuristic'. The rational process followed every steps of EKB model, which explained consumer's rational shopping, but heuristic model was closer to emotional and impulsive shopping.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2016.05a
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• pp.586-588
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• 2016

Advertisement is an essential action for business. There are many advertisement for profit, so people can be reluctant to use advertisements if they are not very interested. In this paper, I designed and implemented advertisement system using Real-Time video and internet data in order to gain the interest of people by indirect advertisement.

• Journal of Families and Better Life
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• v.8 no.2
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• pp.119-134
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• 1990

The purpose of this study were to investigate; The contact of housewives with governmental public advertisement about the energy conservation, general tendency about the energy conservation consciousness and behavior. For these purposed, a survey was conducted using questionnaires. Data analysis were conducted from 367 housewives with children in Seoul. Used statistical method were Frequency Distribution, percentile, Mean, one Way Anova, t-test, F-test, Pearson's Correlation, Multiple regression Analysis and Path Analysis. Major findings are as follows. 1) Level of public advertisement contact was low. In contrast to , level of energy conservation consciousness, consciousness change, and behavior was adequately high. 2) Statistically significant difference were found in advertisement contact according to the husband's age , Energy conservation consciousness change according to husband's occupation, and energy conservation behavior according to family life cycle. 3) Energy conservation consciousness changes were increased by advertisement contact. Energy conservation behaviors were increased by conservation consciousness and the degree of conservation consciousness change. 4) Governmental public advertisement about the energy conservation has both direct and indirect effect on the energy conservation behavior. From these finds, the following suggestions are made. Governmental effort about the energy conservation advertisement is needed to be activated. And the implications for the future study was need to incorporate the psychological variables in energy conservation study.

• Journal of the Korea Society of Computer and Information
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• v.24 no.4
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• pp.83-90
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• 2019

Is this paper, We propose to examined the relationship between advertising attributes and brand preference, consumer psychological repulsion, and consumer happiness. Due to the infinite competition between the companies, they are experiencing significant difficulties in operation. In this situation, effective advertising is obviously a very important means to overcome the difficulties of operation. Therefore, in order to maximize the advertising effect, sufficient awareness of the advertisement property and the production and exposure of the advertisement based on it can be very important. As such, the purpose of this study is to verify the effect of indirect advertising appearing on entertainment programs on consumers' preference for brands and their psychological resistance, and to verify the effect of consumers' preference for brands and psychological backlash on consumer happiness. In addition, the exposure pattern of indirect advertisement is intended to verify whether there is a control effect between the nature of the advertisement and the brand preference and psychological backlash. A total of 209 questionnaires were distributed to consumers who viewed program in order to achieve the purpose of this study. For empirical analysis, exploratory factor analysis, confirmatory factor analysis, frequency analysis, reliability analysis, structural equation model, and multimodal simultaneous comparison analysis were performed using SPSS V. 22.0 and AMOS V. 22.0. The results of the empirical analysis of this study are as follows. First, advertising attributes have a significant effect on brand preference. Second, the hypothesis that advertising attributes have a significant effect on psychological repulsiveness of consumers is partially adopted. Third, brand preference and psychological repulsion have a significant effect on consumer happiness. Fourth, we confirmed the moderating effect of PPL expression form in ad property, brand preference, and psychological repulsion. Based on these findings, we presented the implications, limitations and future research directions of the study.

• The Research Journal of the Costume Culture
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• v.19 no.1
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• pp.150-162
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• 2011

Personal health and environment is being aimed recently to show increase in preferences of eco-friendly cosmetics with longing of clean nature, and environment on pure plant ingredients. This study has the purpose of inquiring components and types of magazine advertisement in eco-friendly cosmetics and to analyze the model characteristics. The standards of analysis were classified as product, face, background, article, arrangement of colors, image, and eco-friendly factors. The results of this study are as follow. First, in inquiring the general characteristics of the magazine advertisement in eco-friendly cosmetics, the results were shown as the order of attention on product, face, background, article, arrangement of colors, image and eco-friendly factors. Second, in inquiring the components and types of magazine advertisement in eco-friendly cosmetics, the results showed an attentive difference in product, face, background, article, arrangement of colors and eco-friendly factors. Third, in inquiring relationships of model characteristics between domestic and foreign eco-friendly cosmetics, the results showed lots of domestic cosmetics advertising direct advertising, product type emerged was a lot of character type emerged. International cosmetics advertising, indirect advertising and highlighting the many articles that appeared prominently type is characterized.

• Journal of Digital Convergence
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• v.18 no.12
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• pp.363-375
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• 2020

This study attempted to verify the structural model of the influence of parental intimacy, parental supervision, peer pressure, and TV alcohol advertising on drinking behavior for adolescents. It was conducted through a self-written questionnaire from May 1 to 28, 2019, targeting 602 students in grades 1 to 3 of 8 middle schools in G city. Results First, The direct effect on drinking behavior was in the order of peer pressure and TV alcohol advertisement, and they explained the degree of drinking behavior by 14.4%. second, Parental intimacy has an indirect effect on peer pressure and drinking behavior through TV alcohol advertising. Parental supervision has an indirect effect on drinking alcohol through TV alcohol advertisements. In multiple groups, there is a difference between the groups in the parental supervision and peer pressure, and the parental supervision and the channel coefficient of TV alcohol advertisement. In order to reduce drinking behavior, a realistic light that can cope with peer pressure is needed.

• ETRI Journal
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• v.31 no.5
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• pp.631-633
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• 2009

We introduce an improved Ethernet ring protection method, selective filtering database (FDB) advertisement, to minimize traffic overshoot in the event of a failure or recovery. On the protection switching event, the proposed method makes all ring nodes perform an FDB flush except the FDB entries associated with their client subnets. Then, ring nodes rapidly exchange their client MAC address lists so that their FDBs are immediately updated by indirect MAC address learning. The proposed scheme guarantees fast and reliable protection switching over the standard scheme.

• Journal of Broadcast Engineering
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• v.22 no.3
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• pp.339-349
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• 2017

In this paper, we propose a technique for smoothly replacing a signboard image in a video clip with another signboard image and an application for performing it. In order to replace the signboard area in the image, it must be tracked and the shape of the signboard changed. Also, when an obstruction occurs due to a front object, the obscured area is extracted so that only the signboard area can be replaced, and color correction is performed for natural synthesis. The proposed application receives the information required by the algorithm from the user and explains the required functions, thereby disclosing the entire process in which the algorithm is actually implemented and tested. This can be used for a variety of media, and can be used as a means to remove the indirect advertisement that is often seen, and it can also be used as a new advertisement model in which another advertisement image is inserted into the image to be advertised.

• Asia Marketing Journal
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• v.15 no.4
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• pp.103-129
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• 2014

Differentiated positioning becomes increasingly difficult when brand salience weakens. Also, the daily increase in new media use and information load has led to a social climate that regards advertising stimuli as spamming. For these reasons, the focus of advertisement-related communication is shifting from persuading consumers through the direct delivery of information to an emphasis on appealing to their emotions using matching stimuli to enhance persuasion effects. Recently, both academia and industry have increasingly shown an interest in storytelling methods that can generate positive emotional responses and attitude changes by arousing consumers' narrative processing. The purpose of storytelling is to elicit consumers' emotional experience to meet the objectives of advertisement producers. Therefore, the most important requirement for storytelling in advertising is that it evokes consumers' sympathy for the main character in the advertisement. This does not involve advertisements directly persuading consumers, but rather, consumers themselves finding an answer through the advertisement's story. Thus, consumers have an indirect experience regarding the product features and usage through empathy with the advertisement's main character. In this study, we took the results of a precedent study as the starting point, according to which consumers' emotional response can be altered depending on the storytelling methods adopted for storytelling ads. Previous studies have reported that drama-type and vignette-type storytelling methods have a considerably different impact on the emotional responses of advertising audiences, due to their different structural characteristics. Thus, this study aims to verify that emotional response aroused by different types of advertisement storytelling (drama ads vs. vignette ads) can be controlled by the socio-psychological gender difference of advertising audiences and that the interaction effects between the socio-psychological gender differences of the audience and the gender stereotype of emotions to which advertisements appeal can exert an influence on emotional responses to types of storytelling in advertising. To achieve this, an experiment was conducted employing a between-group design consisting of 2 (storytelling type: drama ads vs. vignette ads) × 2 (socio-psychological gender of the audience: masculinity vs. femininity) × 2 (advertising appeal emotion type: male stereotype emotion vs. female stereotype emotion). The experiment revealed that the femininity group displayed a strong and consistent empathy for drama ads regardless of whether the ads appealed to masculine or feminine emotions, whereas the masculinity group displayed a stronger empathy for drama ads appealing to the emotional types matching its own gender as well as for vignette ads. The theoretical contribution of this study is significant in that it sheds light on the controllability of the audiences' emotional responses to advertisement storytelling depending on their socio-psychological gender and gender stereotype of emotions appealed to through advertising. Specifically, its considerable practical contribution consists in easing unnecessary creative constraints by comprehensively analyzing essential advertising strategic factors such as the target consumers' gender and the objective of the advertisement, in contrast to the oversimplified view of previous studies that considered emotional responses to storytelling ads were determined by the different types of production techniques used. This study revealed that emotional response to advertisement storytelling varies depending on the target gender of and emotion type appealed to by the advertisement. This suggests that an understanding of the targeted gender is necessary prior to producing an advertisement and that in deciding on an advertisement storytelling type, strategic attention should be directed to the advertisement's appeal concept or emotion type. Thus, it is safe to use drama-type storytelling that expresses masculine emotions (ex. fun, happy, encouraged) when the advertisement target, like Bacchus, includes both men and women. For brands and advertisements targeting only women (ex. female clothes), it is more effective to use a drama-type storytelling method that expresses feminine emotions (lovely, romantic, sad). The drama method can be still more effective than the vignette when women are the main target and a masculine concept-based creative is to be produced. However, when male consumers are targeted and the brand concept or advertisement concept is focused on feminine emotions (ex. romantic), vignette ads can more effectively induce empathy than drama ads.

• International journal of advanced smart convergence
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• v.8 no.2
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• pp.47-55
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• 2019

In past patriarchal societies, childbearing was considered the sole possession of women. At a time when women were struggling to move into society, the concept of parenting as the mainstay of the capitalist economic society and the head of the family has naturally been taken for granted by a woman named "housewife." Since the role of male babies is as important as that of females, Fathers are trying to promote the importance of the effects of fathers due to active participation in childcare and help change old perceptions of the past. Men also know the importance of participating in childcare in early childhood, but often do not know what their children want or why they cry due to lack of basic child care knowledge and lack of education. We tried to give fathers the meaning of indirect experience and change their perception of parenting by producing interactive VR content, which is completed with dad's participation, so that they can experience the child in person. In addition, through familiar childcare professional product advertisement and 360 degree stereo sound. It is made to immerse in the game to gain persuasive effect, inducing fathers to have interest and interest in childrearing.