• The Journal of the Korea Contents Association
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• v.11 no.2
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• pp.170-177
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• 2011

As the Internet market develops and grows, the Internet advertising has emerged as a critical medium of advertisement and become important in a modern society. In addition, the Internet advertising is more fascinating and attractive than other media in terms of diversity and absorption. In the Internet banner advertising, for example, various expression methods which attract attention from users have been more than just visual advertisement, arousing curiosity and interest. Especially, humorous expressions in the Internet banner advertising have brought a new paradigm to advertising market. Therefore, this paper has investigated the patterns of humorous expressions in banner advertising and analyzed the related case studies to make a contribution to the effective production of the Internet banner advertising, which induces user awareness and selection. For this, it has been attempted to analyze humorous patterns and involvement that are found in humorous banner advertisings such as CIA Athletica, Panadol, Toy & Stok, Adidas and Lipton among the banners which have relatively high preference in Banner blogs.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.1
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• pp.112-123
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• 2002

The purpose of this study was to establish the strategy for Internet fashion homepage advertising that attracts consumers attention and discloses clothing brand to consumers continually. In this paper, the following subjects were set up: (a) to classify the structure and evaluation factors of the fashion homepage advertising, (b) to analyze the effect of demographic variables and clothing involvement of consumer on fashion homepage advertising structures and evaluation factors. A random sample of 553 people in the age group 16-34s living in Seoul and Kyungki region during March 2000 was selected from Internet users. SPSS package was used for data analysis. Frequency, Percentage, Factor analysis, ANOVA, Duncan test and regression analysis were applied. The results of this research were as follows: First, in the process of classifying the dimension of the fashion homepage advertising, homepage advertising structure was composed of 5 factors: interactive, amusing factor, professional information, fashion information and useful information. And homepage advertising evaluating factors were interesting, information and irritation. Second, it was found that clothing involvement influenced fashion homepage advertising. High involvement group preferred the fashion information factor of the homepage advertising structure and low involvement group was useful information factor of the homepage advertising structure. Both high and low involvement groups preferred interesting factor of the homepage advertising evaluation. Third, demographic variables also influenced fashion homepage advertising Females manifested greater interests in informative factor of homepage advertising than males. Findings from this study provide an insight into fashion homepage advertising strategy related to consumers clothing behavior.

• Journal of the Korea Convergence Society
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• v.9 no.2
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• pp.145-150
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• 2018

Recently, it has been continually researched that the advertising regulation should be tightened since suggestive advertising in Internet affect more negatively juveniles. Most of the researches seem to overlook an important fact that the objects of the researches, suggestive advertising are different from the harmful advertising to juveniles defined by the Juvenile Protection Act because they approached with ethical perspectives, not legally. It can be judged that the suggestive advertising in the past researches are not actually harmful advertising regulated by the Act, so the suggestive advertising should be properly managed for protecting juveniles, not banned. In this context, this study suggested that more proper and reasonable advertising regulations in Internet environment for protecting juveniles, with reviewing the problems of regulation system of media product harmful to juveniles, focusing on the differences between 'suggestive' and 'harmful' advertising to juveniles by the Act.

• Journal of the Korean Society of Clothing and Textiles
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• v.25 no.7
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• pp.1258-1269
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• 2001

The purpose of this study was to investigate the dimensions of fashion lifestyle, to examine the relationship between fashion lifestyle and internet advertising effect, and to identify the moderating effect of fashion lifestyle on the relationship between advertising types and advertising effects. Using dependent variables as internet advertising effects(i.e., attitude to advertising, attitude to product, attitude to brand), advertising types (i.e., banner, website e-mail types) and fashion lifestyle were used as independent variables. For the study, a sample of 152 apparel consumers participated in this survey research. The survey of design with a questionnaire was employed. Three types of fashion advertisement were included as banner type, website type, and e-mail type. For each type, two samples were included for the study. Questionnaire was developed with the html language and data collection was done through the internet on October 2000. For data analysis, descriptive statistics(i. e., frequency, percent), factor analysis, reliability analysis, linear regression and ANOVA were used. First, fashion lifestyle was classified with the seven dimensions: personality seeking group, planning purchase group, fashion leader group, fashion information seeking group, media preference group, commonness/traditional group, fashion follower group. Second, fashion lifestyle had signification effects on advertising effects. In the group of fashion lifestyle, fashion Information seeking group and planning purchase group were found to influence on the attitude toward advertising, and planning purchase type was influenced to attitude toward brand and attitude toward product. Third, main effects of fashion lifestyle were found to be significant. The correlation and interaction effects of fashion lifestyle and internet advertisement types were not significant.

• Journal of Digital Convergence
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• v.10 no.10
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• pp.505-510
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• 2012

As games have been used throughout the advertisement design in diverse ways, the paradigm of the internet advertising has also been changed. At the same time, there has been a growing tendency among companies to maximize the purpose of advertising by using game-like internet banner advertising, which provides internet-users with the information of the advertisements by exposing specific information, brands, characters, or image. In spite of the quantitative expansion of the game-like internet banner ads, according to a survey with regard to their click-through rate(CTR), the result indicates the CTR is less than 0.5%. Therefore, this study aims to examine what types of displaying elements of the game-like banner ads gaining in popularity can leave the users with a strong impression, and also to explore what types of displaying elements need to be highlighted for the users' active and aggressive access to internet banner advertisements. Currently advertised game-like banner ads on the internet web sites in different fields are selected. Then, they are analyzed by using seven categories. The findings are expected to lay out systematic and practical guidelines for the future production of game-like banner ads.

• Journal of Internet Computing and Services
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• v.6 no.5
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• pp.143-154
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• 2005

This paper presents a reliable multicast transmission for the advertising-supported Access Point in which a user can use a wireless network access service through receiving the advertisement. In this paper we propose a application-layer multicast protocol that controls a transmission rate of the mobile device for the reliable multicast in wireless LAN environment. Internet advertising includes all means and medias for advertising on the Internet in order to raise sales or popularity of the products or services. Since the current Internet advertising systems are passive, the target systems are exposed to unspecified persons and its exposure rates of the advertisement are changeable and unpredictable. In this paper, we propose an Internet advertising system, with which users can access the wireless Internet without charge, advertisers can provide customized advertisement according to location, time, and categories of users, and owners of network infrastructure can manage the system with a low cost.

• Archives of design research
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• v.14 no.3
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• pp.107-116
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• 2001

Despite young age, Internet, as new advertising media, is actively studied worldwide. In 1995, the department of multimedia-related study was first founded in Technical Institute and has carried out the On Internet banner, user is not an object to accept only a message but has a specification to contact with banner actively having various motivation and desire. Internet advertising has various types but banner and e-mail type advertising are main stream. In the view point of recognition and concern rate, banner is very effective because it does not set limit to specific target, but is shown to unspecific audience. Acceding to studies, usage frequency and effect of e-mail type advertising is growing up. And e-mail type advertising is more active because it can target specific audience with various life style. If we can say banner is not so effective in spite of simply good exposure frequency, we can find theoritical background that e-mail type advertising is more effective internet advertising media because high click frequency. And we suppose that this study can be a guide line for measuring process of Internet advertising effect.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.7 no.8
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• pp.1691-1697
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• 2003

The Internet is standing in the spotlight of a new medium of advertisement with explosive growth of market share of electronic commerce, several Internet advertising methods have been implemented. Among them, the banner advertising method is typically being used in the Internet, but the users are not willing to see the banner advertising, moreover that method shows low click rate. Accordingly we propose a new Internet advertising method that makes expose advertising content according to proper text keyword in the article of web pages. During user is reading a article of web page, when user puts mouse pointer over a text keyword, previously specified advertising content is appeared on the web page. The proposed method is based on the keyword advertising, and unlike banner advertising, various shape of images can be applied. Also whole web page could be used for advertising area, and the method does not affect loading delay time of web page.

• International Journal of Internet, Broadcasting and Communication
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• v.12 no.1
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• pp.45-54
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• 2020

One of the typical characteristics of smart media is that it is interactive, which shows a different form and property from the existing mass media, and also changes the way users use it. This change requires a different system from the existing method in the advertising process strategic model for effective interactive advertising in smart media. We attempted to derive an effective smart media interactive advertising process strategic model by understanding the interactive advertising processin smart media that is expected to continue to grow asthe main market of the advertising market and identifying the constituent factors. To this end, We analyzed the preminiary research results of interactive advertising and organized expert panels for the Delphi method and reflected their opinions and evaluations. The components and factors of interactive advertising were found and the effective interactive advertising process strategy model in smart media was derived from this study.

• Journal of Digital Convergence
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• v.10 no.4
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• pp.129-136
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• 2012

This study is presented on the corporate advertising strategy utilizing internet on corporate social responsibility in the context of the articles. To this end, Internet articles divided into positive and negative contexts, and has even attracted the attention of Internet articles and high /low and then separated into groups on ad attitudes and corporate image, the interaction effect was examined. Firstly, the Internet, a low level of condition of the article noted, in the context of a positive than a negative context, recall rates were higher. Second, the context of Internet articles and attention on the interaction effect between attitude toward advertising appeared. Third, the context of Internet articles and attention on the interaction effects between the corporate image appeared. Finally, the context of Internet articles and attention on competitive interactions between the corporate management was effective. Thus, the context of Internet articles based on the level of attention and context to determine the effect of advertising by consumer advertising awareness and favorable attitude toward corporate advertising and corporate image enhancement and competitiveness of business management can be an effective strategic plan suggests that.