• 복식
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• 제66권8호
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• pp.1-13
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• 2016

The purpose of this study was to analyze the effects of comparative advertisement brand typicality and need for recognition in outdoor apparel market. This study was created with a mixed factorial design of 2 (Advertisement types: Comparative advertisement vs. General advertisement) X 2(Brand Typicality: High Brand vs. Low Brand) X 2 (Need for Cognition: High vs. Low). The results of this study are as follows: First, it was shown that comparative advertisement had a greater positive influence on attitudes toward advertising intentions in comparison to general advertisements. Second, while comparative advertisement was more effective than general advertisement for outdoor apparel brands with low typicality. Third, consumers with higher need for cognition showed a preferred attitude toward advertising intention when met with comparative advertising in contrast to general advertisement. Fourth, when consumers with higher needs for cognition were exposed to advertisement for brands of lower typicality, there was higher positive influence on the attitudes toward advertisement intention with comparative advertisement in comparison to general advertisement. This means the comparative advertisement may be effective for the new garment brand or the garment brands having low typicality to secure the cognition quickly from the consumers having high need for cognition.

• KIEAE Journal
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• 제9권6호
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• pp.65-72
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• 2009

Lighting for outdoor advertising is very common feature of building facades as they provide the information and commercial identification. As the interest of improving street beautification more widely, application of various lighting technologies has been develop for advertisement such as electric sign board and signage. Furthermore, the installation of higher sign luminance than needed has many negative consequences, including higher energy consumption and light pollution. There are now no standard for outdoor advertisements in terms of luminance, and installation of indiscreet outdoor advertisement without luminance consideration is becoming more commonplace. This study was to evaluate the luminous characteristics of outdoor advertising as a function of sign and building facade luminance, luminance ratio. Data were collected on 8 electric sign boards, 20 internally illuminated, externally illuminated, neon, and channel letter signs and 4 commercial areas. Photometric measurements were taken by CS-100(Minolta) and ProMetric-1400(Radiant Imaging) for various sign modes and sign design. Also luminance of building facades were analyzed according with CIE standard of maximum obtrusive light permitted for exterior lighting installations. The findings are as follows; (1) There were excessive luminance of electric sign boards that could affect adjacent building facade and night sky luminance. (2) Sings that are externally illuminated providing an inappropriate amount of light on to the outer surface of the sign caused higher building facade luminance and potential of unnecessary glare.

• 한국컴퓨터정보학회논문지
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• 제12권6호
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• pp.77-87
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• 2007

보행자의 관심을 고려하지 않고 일방적으로 광고하는 현재의 옥외 광고보드의 단점을 개선하기 위하여 본 논문에서는 보행자의 RFID 태그에 기록된 정보를 수집하고 분석한 후에 고객들의 관심을 끌 수 광고만을 디스플레이하는 지능형 광고 시스템의 개발을 목표로 한다. 이를 위하여 인식한 RFID 데이터를 필터링하고 분석하여 의미 있는 이벤트를 생성하여 해당하는 광고 콘텐츠를 스트리밍하도록 RFID 콘텐츠 미들웨어를 제안한다. RFID 미들웨어는 Sun Java RFID 소프트웨어로 구현하였으며 RFID 에뮬레이터를 작성하여 실험을 수행한 결과 보행자 정보에 따라 광고를 디스플레이 하는 것을 확인하였다.

• 한국정보전자통신기술학회논문지
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• 제13권6호
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• pp.530-538
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• 2020

옥외광고는 일정한 장소의 건축구조물의 외형에 고정되는 형태가 일반적이므로 건물 및 주변 환경과의 조화가 요구된다. 이러한 옥외광고물은 자연, 건축, 거리경관을 고려한 심미적 요소가 조화롭게 배치되어야 하며, 법적 규제로 인한 실행 제한이 많은 것이 현실이다. 옥외광고물의 안전도 검사는 옥외광고물의 노후화된 상태, 규격 및 설계도서와 일치여부 등을 판단하기 위해 시행하고 있는데, 노후화된 광고물의 경우 도시의 심미적 요소를 저해할 뿐만 아니라, 차도나 보행로로 떨어지는 사례 등이 발생하여 안전적 측면에서 주기적인 검사가 시행되고 있다. 그러나 현재의 안전도 검사는 건축물 입면의 높은 간판을 심사할 때 인사사고가 발생할 위험이 있으며, 건물의 입면에 고정된 옥외 광고의 구조물은 심도 있게 검사를 시행하여 내용을 파악하기가 어렵다. 이에 본 논문에서는 드론을 활용한 옥외광고물 안전 점검 체계를 제고하고자 하며, 나아가 안전 점검 주기, 유지보수, 간판 제거 등 시설점검 이력 관리 방안을 제시하고자 한다.

• 디지털융복합연구
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• 제18권4호
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• pp.411-417
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• 2020

본 연구는 옥외 Interactive Digital Signage 의 Interactive 광고를 연구 대상으로 하고, 옥외 Interactive Digital Signage 의 광고를 전통적인 형태의 광고와 비교하여 소비하는 경향에 미치는 영향을 연구한다. 문헌 자료와 실 사례 분석의 연구방법으로 선행 연구는 아울러 인터넷 및 인공지능의 발전이 Interactive Digital Signage 광고 생산에 미치는 영향을 분석하였다. 소비 추세와 습관을 결합하여 Interactive Digital Signage 광고의 특징과 199IT Interactive Digital Signage 인터넷 자원 데이터 창고의 데이터를 근거로 하여 실례 분석 방법으로 Interactive의 광고에 소비자의 소비 경향 영향의 3가지 요인이 있다는 것을 제출한다. 목적은 이후 기업이 Interactive Digital Signage를 사용하여 광고 투자에 대한 참고를 진행한다. 기업을 도와 생산품의 판매량을 높이고, 상품 가치와 거래처에게 브랜드에 대한 신뢰도를 높인다.

• 한국멀티미디어학회논문지
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• 제22권4호
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• pp.515-526
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• 2019

DOOH(Digital Out Of Home) advertising targets for reaching consumers through outdoor digital display medias. Traditionally, scheduling of advertisement contents over DOOH medias is usually done by operator's strategy, but an efficient ad scheduling strategy is not easy to find under various advertising contexts. In this paper, we present a context-aware factorization machine-based recommendation model for the scheduling under various advertising contexts, and provide analysis for understanding of the contexts' effects on advertising based on the recommendation model. Through simulation results on the dataset adapted from a real dataset of RecSys challenge 2015, it is shown that the proposed model and analysis based on the model will be effective for better scheduling of ad contents under advertising contexts over DOOH networks.

• 한국조명전기설비학회:학술대회논문집
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• 한국조명전기설비학회 2005년도 학술대회 논문집
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• pp.173-178
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• 2005

Outdoor lighting is an important factor of the urban scape. As a night image of the city, outdoor lighting acts important roles. Cities of developed countries have already had there own night images. Regarding this, government encourages outdoor lighting of building by various ways to building owners. However, in present, owners of private buildings have not been up and coming about outdoor lighting more than those of public buildings in our country. From this point of view, this paper suggests a quantification method for economic effects of outdoor lighting and analyzes economic effects of outdoor lighting in advertising. A suggested measurement method of economic effects is difficult to measure all economic effects of outdoor lighting. Therefore, this measurement method limits the target to the private buildings.

• International Journal of Advanced Culture Technology
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• 제8권1호
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• pp.120-127
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• 2020

The use of digital signage in the public and commercial communication areas has been increasing in recent years. By integrating cutting-edge information technologies such as 5G, artificial intelligence, and the Internet of Things, digital signage continues to break apart from traditional outdoor advertising media. This study identified the problems facing the domestic digital signage industry by exploring and analyzing major issues related to digital signage and derived future development measures. Specifically, online documents were collected based on the digital signage-related keywords created over the past 12 years to conduct big data network analysis, and key topics were derived through visualization of the results. This study has great policy implications in that it excluded biased interpretations based on the viewpoints of companies or the government and, more objectively, suggested the direction of the digital signage industry's development in the domestic media market.

• 한국의상디자인학회지
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• 제15권4호
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• pp.63-81
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• 2013

This study examines the impacts of antecedents on the outdoor sportswear brand personality dimensions and identifies the effects of brand personality dimensions on brand attachment and brand commitment. An online survey was conducted on women in their 20s to 50s, who have experienced to purchase the outdoor sportswear before and 420 responses were analyzed. The results of this study were as follows: 1) The results of factor analysis and the reliability test on the outdoor sportswear brand personality clearly showed factorial structures that include sincerity, excitement, vitality, and prestige. 2) The antecedents of brand personality including quality, price, advertising, and store environment had different influences on the outdoor sportswear brand personality. 3) The dimensions of outdoor sportswear brand personality had a different influence on the brand attachment and commitment. 4) The brand attachment showed a significantly positive influence on the brand commitment. This study indicates that the brand personality could be a useful tool for enhancing the brand attachment and commitment and marketers should develop and utilize the marketing mix according to the brand personality which they want to convey.

• 한국조리학회지
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• 제17권3호
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• pp.33-46
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• 2011

본 연구는 패밀리 레스토랑의 브랜드 심벌이 브랜드 이미지와 선호도 및 구매의도에 미치는 영향에 관한 것이다. 본 연구 결과, 브랜드 심벌을 시각적 기호로서 기능적 요소, 가치적 요소, 심미적 요소의 3가지 요인이 추출되었고 이중 기능적 요소와 심미적 요소가 브랜드 이미지와 선호도에 영향을 미치는 것으로 나타났으며, 이러한 브랜드 이미지와 선호도는 다시 구매의도에 영향을 미치는 것으로 나타났다. 그리고 소비자들은 브랜드 심벌에 대하여 그림이나 기호의 마크형보다는 기업명이나 브랜드명이 들어간 로고형을 선호하였고 TV광고보다는 옥외광고가 더욱 인지도를 높인다고 응답 하였다. 이러한 결과들을 근거로 향후 브랜드 런칭 시 심벌에 대한 디자인은 앞에서 언급한 로고형 심벌을 우선적으로 고려하고 광고는 어느 한곳에 편중되지 않은 옥외광고와 TV광고가 적절히 혼합하여 사용하여야 할 것이다.