• The Journal of the Korea Contents Association
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• v.15 no.4
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• pp.469-478
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• 2015

With several problems being pointed out with the rapid growth of online advertising markets, false, exaggerated or sensational advertisements are increasing. Particularly, the sensational appeal of online advertising is placed in the blind spot of deliberation on advertisements with any social consensus on the deliberation on online advertisements not made yet. According to these reasons, regulation and maintenance of the deliberation system are required for online advertising. In this study, content analyses on visual and verbal sensationalism in 2,009 advertisements were carried out based on 32 national online news services. According to the analyses, obscene advertisements on online news services are more than serious. In this study, based on the analyses, need for deliberation and regulation on online advertising is raised and direction of the deliberation on desired advertising is explored. In the future, effective advertising deliberate models need to be constructed through gathering opinions of the various members of the online advertising industry, such as advertisers, advertising agencies, media representatives, and publishers, etc.

• Journal of the Korean Society of Clothing and Textiles
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• v.23 no.7
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• pp.953-964
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• 1999

The purpose of this study was to analyze the effectiveness of negative appeal ads taking social problems as their themes. Two social problem ad themes concerning abortion and drug addiction were selected as stimulus. Questionnaires consisted of questions about affective response cognitive evaluation consumer's characteristics(sex, clothing involvement social problem involvement) and the ad and brand attitudes They were distributed to 200 high school students in Seoul. Results were : 1 The affective response consisted of 4 dimensions(negative inactivating activating positive) and the cognitive evaluation had 3 dimensions(utility·persuasive power creativity awareness) 2. Creativity and awareness dimensions and the ad attitude had positive influence on the brand attitude for the abortion theme ad,. Creativity dimension and consumer's clothing involvement had positive influence on the brand attitude for the drug addiction theme ad . Especially the affective response had no significant influence on the brand attitude. This result suggests that in case of negative appeal ads the affective response does not necessarily degrade the brand attitude while positive cognitive evaluation on creativity and awareness of the could influence the brand attitude favorably through raising attention to the brand resulting in high effectiveness of the ad.

• The Research Journal of the Costume Culture
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• v.8 no.6
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• pp.791-805
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• 2000

The purpose of this study is to analyze the jeans advertising campaigns of the 1990's in South Korean magazine advertisements and their relation to the beauty trends of the 1990's in South Korea. There are three significant and varying periods in the 1990's. Each period will be dissected into four categories. The four categories are 1. Catchphrases 2. Pose selection of the models 3. Selection of models 4. Overall images and themes of the ads. The results are as follows : 1. 1990∼1993 ; Youth & Freedom From 1990 to 1993, jean ads emphasized the catchphrsase and the dynamic pose more and used the Korean model. The ads displayed youthful energy and the freedom of the younger generation. 2. 1994∼1997 ; Sex Appeal From 1994 to 1997, the second transition in jeans advertisements focus shifted from the youthful images of the early 90's to more sexually oriented ads. In terms of model selections and pose, Caucasian models instead of Korean models, and static pose were used more. The ads emphasized the image more than the catchphrase. 3. 1998∼1999 ; Diversity of Individuality & Naturalism During 1998 to the present day, the jeans ads no longer focused on groups but the diversity of individuality. The other focus of ads was the naturalism and the harmony with the nature. Both the static and dynamic pose, Korean model, and the image ads were used.

• 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.