• The Journal of the Korea Contents Association
• /
• v.11 no.8
• /
• pp.311-320
• /
• 2011

This study analyzed the persuasive marketing communication strategy which applied by showhost for TV homeshopping sales. Specifically, the current study focuses on the comparative analysis of tangible goods and intangible goods sales. Four sales homeshopping TV programs were selected for analysis: two overseas travel package products, one climbing clothes product and one produce of walnut. The method of rhetorical content analysis was conducted to analyze the strategy of persuasive communication. The results shows that , , were commonly used for both tangible and intangible products sales. But , , and were heavily utilized only for intangible products sales. The result of this study can contribute to provide theoretical background for future advanced research, although it has a limitation of only analyzing four sales programs.

• Journal of Information Technology Applications and Management
• /
• v.26 no.3
• /
• pp.81-98
• /
• 2019

Despite the growing enthusiasm for the persuasive system like an interactive mirror system little is known about what motivates the customers to try the system and makes customers return repeatedly to the system. The key to understanding persuasive system adoption is the identification of the preconditions needed for the system adoption. Using grounded theory building methodology, we identified the preconditions needed for the system adoption. First, past research regarding users' motivational factors to use the persuasive system is reviewed. Then, research methodology and data analysis are presented. Finally, the study findings and conclusions are presented.

• The Journal of the Korea Contents Association
• /
• v.18 no.6
• /
• pp.628-642
• /
• 2018

Modern TV public advertisements of China began in 1986. As messages were spread and expanded to the public through TV media, the society as a whole started to accept the public advertisements and the influence of public advertisements increased ever more. Successful persuasion is an important prerequisite for realizing the effects of TV public advertisements and this study sought to examine persuasion strategy at this moment when media, messages and the audience are becoming diversified. It sought to know of the present situation of China's TV public advertisements particularly from the standpoint of Chinese and analyze persuasion strategy and usage based on the theory of persuasive communication.

• Journal of the Korea Convergence Society
• /
• v.13 no.5
• /
• pp.145-154
• /
• 2022

The purpose of this study is to investigate the difference in advertising effect of visual rhetoric type of Facebook ads depending on the user sensitivity and level of empathy. The experiment was designed as a between-subjects factorial design (visual rhetoric type) × 2 (brand sensitivity) × 2 (level of empathic understanding). The results of the experiment performed to analyze the strategies of Facebook ads for ads effectiveness can be summarized as follows: a three-way interaction effect for persuasive effects was found among the type of visual rhetoric, brand sensitivity, and empathic understanding for both types of visual rhetoric. Breaking down it by type of rhetoric, no interacting effect was observed between brand sensitivity and empathic understanding levels for the visual simile ads in most of the dependent variables. For the visual metaphor ads, however, the brand sensitivity and empathic understanding levels were found to have interaction effect in all dependent variables.

• Journal of the Korea Convergence Society
• /
• v.11 no.9
• /
• pp.99-107
• /
• 2020

The new characteristic of Millennial High-Tech Media is breaking the existing standardized creative grammar. The destructive form of high-tech media is differently accommodated according to the consumer's tendency or characteristics. The purpose of this study is to explore guidelines for effective creative strategy creation of high-tech media. In consumer psychology, consumer innovation is a key factor in evaluating the creativeness of high-tech media. The results of finding out the effect of persuasive communication on consumer innovation and advertising creative type are as follows. Informative(image) creative type showed higher attitude toward advertisement, brand attitude, purchase intention, and prior intention to consumers with high innovation than consumers with low innovation.

• 한국체육학회지인문사회과학편
• /
• v.54 no.4
• /
• pp.347-361
• /
• 2015

The purpose of this study was to examine whether corporate sports marketing strategy using professional teams changes corporate image. In particular, this study was intended to analyze the effects of origin and corporate reputation on the change of corporate image in the process of persuading corporate image. Finally 211 effect data were secured by pre-test and post-test. The change of corporate image and the moderating effect of origin perception and corporate reputation were analyzed. The results were as follows. First, corporate trust image and social contribution image showed statistically significant increase. Second, corporate image had a difference before and after the test according to origin perception and after the test, corporate trust image and social contribution image were increased. Third, corporate image had a difference before and after the test according to corporate reputation. After the test, corporate trust image and social contribution image were increased and trust image confirmed the mediating effect according to corporate reputation. Based on the findings, this study suggests that corporate sports marketing strategy using professional teams has an effect on the persuasion of corporate image. Moreover, it demonstrates that the strategy is an important marketing tool to change consumers' corporate image.

• International Journal of Contents
• /
• v.16 no.1
• /
• pp.10-24
• /
• 2020

As many brands use social media influencers (SMIs) on Instagram to advertise, not disclosing advertised content affects how consumers perceive these influencers. The purpose of this study was to investigate two objectives: 1) recent advertising disclosure types on Instagram and 2) the factors that affect consumer responses towards Instagram influencers posting advertised content. Using an experimental 2x2 between-subjects design (N=200), the findings show that "sponsored" and "paid partnership with" are two recent types of ad disclosures. However, both factors are insignificantly different from each other. Also, ad disclosure condition enhances the trustworthiness of the influencer than no disclosure. Ad skepticism, source credibility, and the level of persuasion strongly relate to how consumers perceive Instagram influencers advertising for brands. These factors enable consumers to assess if the influencer is a reliable source of information when faced with advertisement. Ultimately, using disclosure gives full information to consumers about the persuasive intent, as well as increases positive consumer responses towards the influencer who discloses, thereby, enhancing the ethical use of the influencer advertising strategy and long-term consumer relationship.

• Strategy21
• /
• s.39
• /
• pp.114-139
• /
• 2016

Korea and China are neighboring countries with close contacts in many areas from long time ago, and have shared interests in maintaining peace and stability on the Korean Peninsula, and in deepening economic relationship which has been mutually complementary in their nature. Therefore their bilateral relations has been developed at a remarkable pace to the extent that it can't be better than now. However, the differences in their responses to North Korean nuclear test and ensuing long-range ballistic missile test-fire and the Chinese strong concern on the possible deployment of THAAD (Terminal High Altitude Air Defence) anti-missile system in Korea show that there are some weaknesses in their relations. For example, Korea is not still confident that China would fully implement the sanction measures contained in the UNSC resolution and I argue that Chinese proposal of parallel negotiation of the denuclearization and the replacement of Korean armistice with the Peace Agreement is not much persuasive. In THAAD issue, if Korea comes to conclusion in the future that THAAD is the most effective way to counter North Korean threats, Korea should make every efforts to assure China that Korea-US alliance is not targeting China, and the THAAD is a defensive system, not damaging Chinese security. In the longer-term, deepening strategic distrust and competition between the US and China in this part of East Asia, changing nature of economic cooperation between Korea and China, and the revival of 'great country mentality' by Chinese people together with the rising nationalism in both Korea and China would cast shadow on Korea-China relation in the years ahead, unless properly handled. In this regard, I suggest that the security communications between the two countries be further strengthened, and the tri-lateral dialogue channel be established among the three countries of Korea, the US and China, particularly on North Korean issues. I also suggest the new pattern of economic cooperation be sought, considering the changing economic environment in China, while strengthening the efforts to understand each other through more interactions between the two peoples.

• Journal of Arbitration Studies
• /
• v.17 no.1
• /
• pp.77-95
• /
• 2007

This article focuses on the history and evolution of the US court's attitude towards unilateral arbitration and dispute resolution clauses, but also considers the practical approach of national courts to theses clauses. It goes on to consider some potential pitfalls in the operation of unilateral clauses, which should be borne in mind when developing a strategy for bringing or defending a claim which falls within the scope of a unilateral clause. There can be few objections to the general validity of unilateral arbitration clauses. The principle of party autonomy is the driving force behind international arbitration and, provided it is tolerably clear that the parties intended the arbitration clause to operate unilaterally, courts should be reluctant to interfere with the parties' agreement. There are also no persuasive public policy reasons why such clauses should not be upheld in commercial agreements. In addition to the issue of whether such unilateral clauses are permissible under certain law, it is important to be aware of how they should properly operate in practice, that is, useful guidance on the subject of the proper operation and effect of such clauses where they are intended to be used to enable a party to decide whether, and in what circumstances, a claim should be referred to court or to arbitration.

• Journal of Distribution Science
• /
• v.17 no.8
• /
• pp.77-85
• /
• 2019

Purpose - The use of celebrity endorsers is a strategy long-since used by companies to improve the persuasive impact of their company's advertising. However, much like anyone else, celebrities are flawed human beings, and therefore often find themselves involved in scandals. Companies must consider the potential of scandals when using a celebrity endorser to represent their brand or product. This research focuses on the process consumers use to justify scandals involving celebrity endorsers. Specifically, this research divides the justification processes used by consumers to maintain support for celebrities involved in a scandal into moral decoupling and moral rationalization and proposes antecedents and consequences for these processes. Methodology - To verify the hypotheses suggested by this study, an online survey was conducted, and data was analyzed using a structural equation model. Result - Results showed that consumer empathy for the celebrity endorser and external attribution of the scandal presented were positively related to moral decoupling and moral rationalization. In addition, moral rationalization was positively related to consumers' attitude towards the celebrity endorser, which also enhanced brand attitude. However, the relationship between moral decoupling and the consumer's attitude toward the celebrity endorser was not statistically significant. Conclusion - This research serves to expand the scope of available research on the persuasiveness of celebrity endorsers and provides practical guidelines for marketers.