• The Journal of the Korea Contents Association
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• v.7 no.11
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• pp.158-166
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• 2007

Study on how a visual image of sex-appealing advertisement is meaningfully functioned and how customers recognize it is necessary but preceding studies about it are not sufficient. Therefore, this study analyzed effect of advertisement and its reaction according types of visual expression in sex-appealing advertisement and also, it found effective expression type of sex-appealing advertisement. As the result, according to appealing types of eroticism and pornograph, attitude on advertizement and intention of purchase showed difference and according to expressing types, there was difference in attitude on advertisement, attitude on brand, and intention of purchase. But there was not interactive effect between appealing type and expressing type. Such results implied that in using eroticism advertisement strategy, white and black color had higher expressing effect than natural color, to raise effect of brand, artistic sense and eroticism strategy were needed, and to raise intention of purchase, naked expression of pornograph was more effective.

• Journal of Korea Multimedia Society
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• v.19 no.5
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• pp.932-938
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• 2016

Recently, interactive media which maximizes audience engagement by making the audience appeal on a stage in digital media environment has been distributed more widely. In fact, there has been active movement to develop and promote a new participatory media genre with higher immersion by applying this kind of interactive media concept to advertisement, film, game and e-learning. In the conventional interactive media, digital media had to be enjoyed in particular environment where diverse sensors were installed or through a certain device to recognize a user's motion and voice. This study attempted to design and implement an image creation system which ensures interactions between a user and media in popular distribution-enabled web environment and through PC and smart devices to minimize the image producer-user constraints.

• The Journal of the Korea Contents Association
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• v.18 no.9
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• pp.231-239
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• 2018

This study will analyze the meaning and the characteristic of advertising system in Facebook, one of the leading social platforms. This study focuses on finding the trend of mobile advertisement and observing Facebook users behavior. During 30seconds, the researcher observed the behaviors of 50 male and female university students which they access and use their own Facebook individually. After the observation, the researcher did an in-depth analysis based on offline discussion with tested participants. As a result, it can be classified in positive causes and negative causes of the advertisement. There are 3 positive causes; native advertisement effect, acquaintance effect, and big data effect and they help people watch the advertisement positively. 1.5-3 times per second high speed scroll behavior (Finger effect) is the main negative cause and it help users escape from the advertisement easily. These positive and negative causes have an interactive synergy which reduces user stress and makes people enjoy ad more than other media. Finally, both of them cause making Facebook a better environment for the advertisement.

• Journal of Satellite, Information and Communications
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• v.12 no.1
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• pp.54-57
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• 2017

In commercial facilities, it is very difficult in real to promote specific products among various products because various products are displayed and sold. Therefore, in order to promote information on most display products, there is a great tendency to rely on printed matter or salesperson. So, it is focused to display advertising or promotional video based on interactive user information by utilizing the diplay used in the store, and to implement technology considering energy saving. Also it is very utilized for a specific product sold or displayed at a commercial facility to be sent to manufacturer or advertiser who wants to promote specific products and content at customer contacts. In this study, we implemented that maximized advertisement effect through the advertisement video and combination of product using transparent display. we implemented User-oriented image display technology to provide an interactive service according to whether there is a user or not. Through this study, we proposed a new direction to maximize advertising/public relations effect in various commercial facilities.

• Archives of design research
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• v.16 no.3
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• pp.241-252
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• 2003

Currently while a phase of the Internet as an advertising media is firm, and Internet advertisement utilization of a company rises, and the consumers contact with various Internet advertisements. A lot of Internet advertisements of various forms made with new technology to develop rapidly are executed and will disappear again. Now, It is necessary to classify various types of the Internal advertisement which was made by a sharp environment change, and was tested of the last ten years and to classify expression techniques systematically. At the same time, we have to check a development direction of domestic Internet advertisement and trend. It is a point of time that Internet advertisement must be designed in a macroscopic dimension like the four medium advertisement by an advertisement strategy and an expression strategy. In this paper, first I classified a type of domestic Internet advertising into marketing, an advertisement purpose, an expression form, manufacture technology, and an express on method systematically in five sides so far And I tried to consider the form and characteristics. By next time, while examine change of internet marketing paradigm, I checked trend of recently domestic Internet advertising in accord to a change of consumer's use tendency and a change of Internet advertisement manufacture technology, and tried to consider the development course in the marketing side, the manufacture technical side, and the creative side. Finally, I wish to propose necessity of expression strategy establishment to promote development of the interactive advertisement technique that considered the creative side in order to raise an effect of Internet advertisement.

• International Journal of Contents
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• v.11 no.2
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• pp.50-56
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• 2015

The area of discourse analysis has long neglected the value of images as a semiotic resource in communication. This paper suggests that like language, images are rich in meaning potential and are governed by visual grammar structures which can be utilized to decode the meanings of images. Employing a theoretical framework in visual communication, two digital images are examined for their representational and interactive dimensions and the dimensions' relation to the magazine advertisement genre. The results show that the framework identified narrative and conceptual processes, relations between participants and viewers, and symbolic attributes of the images, which all contribute to the sociological interpretations of the images. The identities and relationships between viewers and participants suggested in the images signify desirable qualities that may be associated to the product of the advertiser. The findings support the theory of visual grammar and highlight the potential of images to convey multi-layered meanings.

• Journal of Digital Convergence
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• v.9 no.6
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• pp.267-276
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• 2011

The purpose of this study was to explore the effect of the interactive message expression and consumer characteristic insert IPTV advertising. The results of this study were follow: Firstly, Attention and attitude of interactive message advertising appeared than general TV advertising so that it was high. Second, In case of interactive message advertising, It appeared efficiently than the advertising without the advertisement detail information which is putting the good detail information. Third, In interactive message expression of IPTV advertising, Floating expression strategy appeared efficiently most. Lastly, Adoption of consumer characteristic was revealed that we had an influence on the knowledge level and the information search intention about IPTV. We present theoretical basis which to present interactive message to IPTV supplier is efficient, and the plan which floating expression can make the click intention of the advertising.

• Journal of Digital Convergence
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• v.16 no.5
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• pp.455-461
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• 2018

This study empirically examines the differences in advertising-related memory and product-related memory effects and ad attitudes between art infusion(interactive/ print advertising) and reguratory focus (promotion focus / prevention focus). Two - way MANOVA analysis was used for the factor analysis. The advertising experiment for renowned artists manipulated the 'self portrait' of 'Vincent Van Gogh'. The results of this study are as follows: First, promotion - focused consumers remember interactive advertising more than advertising printed advertisements in advertisements for advertising on publicity. Second, the consumers who focus on preventive focus tend to recall the information related to the product rather than the interactive advertisement.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2004.11a
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• pp.137-141
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• 2004

본 논문은 디지털방송 컨텐츠(드라마, 영화, 토크쇼)상에서 PPL(Product Placement) 간접광고를 보다 개인화 된 맞춤 광고로 구현한 어플리케이션을 기술한다. 이러한 애플리케이션은 개인의 취향에 최적화된 광고를 제공하고 방송사와 시청자간의 Interaction에 의해 전자상거래가 가능한 채널로 이동할 수 있는 기능을 제공한다. 다시 말해서 본 논문의 어플리케이션은 컨텐츠 시작 전에 개인이 선호하는 물품을 선택하여 컨텐츠 속에 나오는 PPL광고에서 시청자가 선택한 물품만이 컨텐츠 방영 중에 나타나고, 그 선택 물품의 상세 정보와 구매를 할 수 있는 DAL(Dedicated Advertisers Location)채널로 이동할 수 있도록 하였다. 따라서 시청자 측면에서는 개인화 된 방송 서비스를 이용하여 자신이 원하는 선별된 광고를 보는 효율적이고 능동적인 방송시청을 하게 되며, 방송 사업자 측면에서는 맞춤 방송 서비스로 효과적인 타겟 소비자를 정하여 효과적인 마케팅을 할 수 있다. 그리고 시청한 광고 물품들을 장바구니라는 일종의 북마크에 담을 수 있게 하였다. 시청자가 원할 때는 언제든지 광고된 물품의 T-Commerce채널로 이동 가능하도록 설계, 구현하였다. 이것은 개인화 된 맞춤형 방송과 쌍방향 Interaction이 가능한 새로운 데이터방송의 특성을 잘 보여주는 Interactive 광고로서 새로운 모델이 될 것이다. 본 논문의 어플리케이션(Xlet)은 우리나라 위성방송 데이터방송 표준인 MHP 미들웨어에 의해 구동되어지며, 데이터방송용 API인 JavaTV API, Havi & Davic API에 따라 구현되어졌다.

• Journal of Dairy Science and Biotechnology
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• v.17 no.1
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• pp.39-49
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• 1999

Since IMF relief financing, domestic economy has been rapidly cooled down. At this point that we predict an overall decrease of production and sale of industries, cooperative marketing activities of the whole dairy industry are required to promote milk consumption. As everyone knows, advertisement is only one of the various factors that affect sales. Other factors include price, distribution, package, promotion, and consumer's needs and taste. The objectives of the cooperative advertising campaign should be trial purchase of new consumers, maintenance of brand loyalty of existing consumers, more positive experience of using the product, and increase of frequency of purchase. Long term analysis is essential to making these kinds of behaviour changes. Also the objectives of the communication program should be a shift of awareness of milk from 'a basic health food for children' to a substitute to the beverage even for adults. To share database of consumers among companies, we need to find ways to use interactive on-line services, the internet, D.M. events and so on as well as the mass media. It should be a precondition that the main body of the cooperative advertisement includes the milk processing board, dairy companies, livestock cooperations, farmers and the Government. To assure continuous, activities to promote milk consumption, the Government should take the lead in legislating 'An enforcement ordinance for milk promotion and research', and seek complementary measures and support to establish the ordinance.