• Journal of the Korea Fashion and Costume Design Association
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• v.18 no.3
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• pp.113-127
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• 2016

This study was aimed to analyzing the fashion style worn during the election campaign in the 16-18 Korea presidential candidates. In order to derive a comprehensive fashion style of each candidate it was classified as outfits, items, colors, patterns, accessories and the like. Research data was collected through literature, newspapers, Internet sites, etc., and SPSS statistical package was performed. In research data, 16 presidential candidates photographs were 87, 17 presidential candidates photographs were 82, 18 presidential candidates photographs were 155 as photograph by exposure to the media during each presidential campaign. The results of this study are as follows: In the fashion style of presidential candidates, male candidates mainly dressed in a tie and suit, but the 18 candidates dressed in casual wear unlike previous candidates. In tie color, 16 appeared in the red series, 17 election and 18 election appeared in blue series. Female candidate, Park Geun-hye candidate dressed in the combination of a jacket and blouse and pants. Therefore fashion style of presidential candidates got a strong symbolic image functions as political lines, ideologies, beliefs, and the campaign promises. Because describing the fashion style of candidates based on the statistical result, it requires attention to generalization.

• The Journal of the Convergence on Culture Technology
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• v.8 no.6
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• pp.449-454
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• 2022

This study was conducted as a case study to examine the characteristics and differences from the storytelling defined in the previous research through an analysis of the storytelling of brand campaigns appearing on the digital platform and to explore them. The results of the Seven Bridges brand campaign conducted by Busan City for eight months from September 2021 to May 2022 were as follows. First, storytelling that can be interpreted in various ways for individual users was conducted. Second, storytelling was composed of four stages based on social media marketing. Third, it was possible to establish a storytelling hierarchy that exposes the story in consideration of the marketing funnel. Through the case, it was possible to examine the recent brand campaign's storytelling as a framework that can be interpreted in various ways, focusing on social media.

• Asian Pacific Journal of Cancer Prevention
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• v.17 no.1
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• pp.305-310
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• 2016

Background: Given the association between drinking hot tea and the risk of esophageal squamous cell carcinoma, this study was designed to determine the effectiveness of an educational campaign based on the Theory of Planned Behavior (TPB) in reducing hot tea consumption among a sample of Iranian female students. Materials and Methods: In this quasi-experimental study, 130 primary-school female students in Salas Babajani, Kermanshah, Iran were randomly selected. A two-month campaign based on TPB constructs was developed and conducted for the intervention group. Combined mass media approaches (such as posters, pamphlet, and brochure) with small group and individual activities were used to transfer the campaign messages. Also, five 40-minute instructional sessions for the students and one session for their parents and teachers were held. The hot tea consumption, attitude, subjective norms, perceived behavioral control and no intention to drink hot tea were variables which were measured at baseline and again after 4 weeks. Results: There was a significant improvement in the perceived behavioral control and intention to drink no hot tea variables in the intervention group as compared to the control group following the campaign. In addition, significant reductions were found for the hot tea consumption and favorable attitude toward drinking hot tea in the intervention group as compared to the control group. Conclusions: Conducting educational campaigns based on TPB variables may reduce hot tea consumption among Iranian students.

• The Journal of the Korea Contents Association
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• v.16 no.8
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• pp.147-159
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• 2016

The purpose of this study is to provide PR campaign strategies for revitalization of reading culture that are pertinent to Korean situation through analyzing successful international PR campaign cases of advanced countries in reading. For analyzing successful international PR campaign cases for revitalizing reading culture, this study selected four international PR campaign cases from Europe, North America, South America, and Oceania. In addition, this study analyzed the goals and objectives, strategies and tactics, and strengths and weaknesses of the selected PR campaigns in order to draw a way for establishing effective PR campaign strategies for expanding social support about reading culture and diffusing reading culture. According to the findings of this study, the selected PR campaigns are maximizing PR effect by getting attentions of news media and public through using unique and ingenious ideas, and utilizing convenience for public to participate PR campaign easily as a main PR strategy. Furthermore, the selected PR campaigns are improving public's participation in the PR campaign by targeting readers who usually like reading as a main target audience, and maximizing public's participation in the PR campaign by using interesting elements that are attracting attentions from the public.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.23 no.1
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• pp.151-156
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• 2023

This paper deals with the optimization problem that decides the number of advertising for any media among various medium to maximize the perception quality index of new product meets the given budget and over the minimum reached people constraints. For this problem, there is only in used the mathematical approach as linear programming (LP) software package and has been unknown the polynomial time algorithm. In this paper we suggest the heuristic algorithm with O(nlog n)time complexity to solve the optimal solution for this problem. This paper suggests the evaluation index to select the media most economically-efficient way and decides the media and the number of advertisement. While we utilize Excel, the proposed algorithm can be get the same optimal solution as LP for experimental data.

• Cross-Cultural Studies
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• v.45
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• pp.325-348
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• 2016

This study aims to identify the representation of migrants in the English-language media during the Brexit campaign period. For the purpose of this study, the methodological tool of corpus-assisted discourse studies(CADS) was employed and a collection was compiled of articles mentioning Brexit in British, American, Canadian, and Australian media from April 15 to June 22, 2016 in order to compare their portrayals of migrants. To examine how IMMIGRANT, MIGRANT, and REFUGEE are represented in the media, their collocates were analyzed by MI score and categorized by social actor categorization(Van Leeuwan, 1996). The results show that IMMIGRANT is related to collocates that refer to legal status and provenance, MIGRANT associated with economic terms, and REFUGEE relates to terms expressing quantities. The results also reveal that migrants are frequently depicted by functionalization, classification, and appraisement categorization and are more negatively portrayed in British and American media. This paper claims that corpus-assisted linguistic analysis of words enables one to identify salient linguistic patterns or lexical choices in the discourses about a particular phenomenon or group of people.

• Korean journal of communication and information
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• v.55
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• pp.74-99
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• 2011

This article tries to find out some regulatory facts to improve and vitalize roles of social media such as facebook, twitter, etc in the election campaign. For this goal, a theoretical approach is based on the agnostic and open aspects of the regulation system of election. Case study and in-depth interview were used as research methods in this article. The results are as follows. First, some differences are in the election regulatory system regarding the roles of social media in UK, US, Japan and Korea. The election public sphere systems of these countries categorized to the types of legal factors to control political communications in election public sphere; free-speech oriented system(UK. US), limited free-speech oriented system(Korea), normative-oriented system(Japan). Second, most respondents answered they agreed with some improvement ideas to reflect needs of netizen and academic who suggest to minimize regulatory burdens on social media in the political communication during the election campaign.

• Korean Journal of Health Education and Promotion
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• v.7 no.2
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• pp.15-21
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• 1990

It is evidenced that the mass media can play an important role in communicating information to the public. Although some campaigns have failed to achieve success, application of mass communication principles should increase the likelihood of effectiveness. Specifically, campaign strategies should attempt to select message sources that are perceived as credible by the audience. In designing and disseminating messages, the quality of content should be emphasiged as well as the quantity of presencation. The context of message reception should be carefully considered. Selection of channels depends on the configuration of source, superior for most purposes. The crucial role of precampaign audience analysis should not be overlooked.

• Journal of Digital Convergence
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• v.18 no.8
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• pp.385-390
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• 2020

The purpose of this study is to analyze the cases of endangered species protection campaigns of domestic and foreign enterprises and to present improvement points and direction. Therefore, this study analyzed the cases and characteristics of the campaign by setting above small and medium sized domestic and foreign companies as subjects for research. The study found that there were mainly campaigns conducted in cooperation with large environmental organizations in Korea, and as an IT powerhouse, there were examples of such campaigns. Foreign companies independently participated in environmental protection, and cases of fashion and cosmetic brand campaigns were easily found. Based on these characteristics, this study aims to present improvements and directions for animal protection campaigns in the future.

• The Journal of the Korea Contents Association
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• v.19 no.10
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• pp.290-305
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• 2019

As laws regarding the execution of governmental and public corporate advertising have been enforced since 2018, the need for the increase in effectiveness and public benefits of governmental advertising has been suggested. This research focuses on the government's health campaigns regarding well-being, hygiene, and safety and thus conducts an in-depth research into strategies and the future course of policies. First, it analyzes domestic/international governmental advertising in the realm of health campaigns and specifically studies governmental advertising that employs media technologies in health communications. Furthermore, through in-depth interview with 10 health campaign experts, the study explores possible plans of utilizing the ever-developing field of digital technology. The results of this research show that it is imperative to target and strategize according to the purposes of health campaigns. It is also important to set the appropriate parameters of the campaigns according to the given budget while securing the quantity and quality of creativity. Also, it will be crucial to utilize media technology to the fullest extent and strategize around it. Therefore, this research suggests theoretical as well as practical strategic plans to increase the effectiveness and efficiency of governmental advertising in the realm of well-being, hygiene, and safety in health campaigns.