• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2016.10a
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• pp.247-249
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• 2016

Corporation, local government and government office provide useful information. Advertisement service is getting various manner. Typical example is electronic display, TV-advertisement and internet or mobile advertisement service. In this paper, I'm study about Taxi-advertisement service still. A similar case is bus or subway advertisement from display. But, Taxi have been only lapping advertisement. Because, Taxi get space restraints. Broadly speaking, Person using Gyeonggi-do to Soeul or Incheon to Soeul is 423million people. On a national basis, it's very amazing figure. However It's just so many person showing one advertisement. So people have no interest in advertisement. So I develop new advertisement system through taxi in the whole country. 254,823 car have passenger personal information and showing people needing advertisement. Also this system get geographical information. This system have high advertisement effect.

• Journal of the Korean Society of Costume
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• v.52 no.4
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• pp.141-154
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• 2002

The purpose of this study was to define 'sponsorship' as a kind of advertising tool, and to describe its effects on consumer brand attitude and actual purchase behavior. From previous research results, clothing sponsorship was defined as 'indirect advertisement', which has common ad traits as well as the uncommon ad traits, such as indirectness, emotional affinity, and symbolism. Results from empirical research using 1,227 data collected in Seoul and Kyounggi Areas were as follows ; (1) Television drama clothing sponsorship was proved to have effects on brand image, emotional & rational brand attitudes, decision making process, and actual purchase behavior. (2) Each of drama clothing sponsorship factors, such as 'drama', 'role', and 'actress', had different effects on brand memory and attitudes. (3) Consumer decision making process initiated by drama clothing sponsorship followed two different processes, which were called 'rational' and 'heuristic'. The rational process followed every steps of EKB model, which explained consumer's rational shopping, but heuristic model was closer to emotional and impulsive shopping.

• Journal of the Korean Society of Food Culture
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• v.11 no.4
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• pp.507-515
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• 1996

Television food advertisement is the most effective way to reach to consumers with food and nutritional informations and affect their eating behavior. Therefore, 218 food commercials were reviewed using video tapes and copies to know the present food product trends, food messages they transmit and define misleading food commercials. Messages were focused on the benefit of health promoting substances they contain, especially for functional food components, fortified nutrients, food safety focused on food additives, convenience and differentiation with other products. Overnutrition on specific nutrients could be expected due to nutrient fortified products and misleading of food commercials were also noted. Regarding trends, guidelines provided by television broadcasting company shoud be fortified in the connection of Food Hygine Law and supervision committe should reinforce the food company to summit data for the approval of their advertisement claims. Nutrition educational spot program shoud be produced and broadcasted for the public to protect the consumer from food faddism in near future.

• Journal of Digital Convergence
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• v.18 no.12
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• pp.363-375
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• 2020

This study attempted to verify the structural model of the influence of parental intimacy, parental supervision, peer pressure, and TV alcohol advertising on drinking behavior for adolescents. It was conducted through a self-written questionnaire from May 1 to 28, 2019, targeting 602 students in grades 1 to 3 of 8 middle schools in G city. Results First, The direct effect on drinking behavior was in the order of peer pressure and TV alcohol advertisement, and they explained the degree of drinking behavior by 14.4%. second, Parental intimacy has an indirect effect on peer pressure and drinking behavior through TV alcohol advertising. Parental supervision has an indirect effect on drinking alcohol through TV alcohol advertisements. In multiple groups, there is a difference between the groups in the parental supervision and peer pressure, and the parental supervision and the channel coefficient of TV alcohol advertisement. In order to reduce drinking behavior, a realistic light that can cope with peer pressure is needed.

• The Journal of the Korea Contents Association
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• v.6 no.6
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• pp.125-135
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• 2006

A study of advertising semiotics is very important area based on the whole area of Film Industry and the study of semiotics has been continuously studied in the TV advertising field. If we only insist on the existing research area and expression techniques without considering new expression techniques resulted in consuming class and technological development, the scientific approach and analysis of advertising semiotics should be confronted by the limitation. so the purpose of this thesis is to analyze semicomical approaching method and analysis in TV advertising field through the meaning of advertisement and the technique of TV advertisements and show the necessity of study and production for the effective approach in both sides of commerce and art.

• Proceedings of the Korea Contents Association Conference
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• 2009.05a
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• pp.949-952
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• 2009

2007 IPTV joining furniture according to passing over 100 households, with the fact that IPTV markets will more be magnified in future. Also the enormous brazier being caused by IPTV commercial markets of IPTV markets are prospective 2015 with the fact that will reach to 850,000,000,000 won, advertisement central medium means IPTV advertisement or web coat online advertizing is center from TV advertisements. Currently compares TV advertisements and IPTV advertisements from the present paper consequently and according to the user who uses the contents the elder brother IPTV advertisement fixing is a service and the agent for plans.

• Journal of Digital Convergence
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• v.12 no.10
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• pp.541-556
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• 2014

study on Storytelling advertisement, this study examined its own characteristics and distinctive qualities, compared to other advertisements. For this purpose, not only previous discussions about Storytelling genre and theoretical system about its narrative are examined; but also, from actual advertisements, its classification and the distinction of their characteristics are established. According to the Storytelling advertisements, it is also examined that each impact on the field of consumer's response of sympathy, perception, and emotion; and on the process of advertising effect. Below is the results of each research. Through the comparison of Storytelling advertisement's clarification, the following was suggested: there are distinctive advertising strategies, the relationship between advertising strategies and advertisement forms, and the consideration for causing the consumer's response, depending on the advertisement form. Also, the concept of explaining how consumers perceive, in the process of advertising effect, the main concept of the drama advertisement, that is the constituents of drama genre, such as characters, plot, conflict, transition, helps achieve the deeper understanding toward advertising.

• Archives of design research
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• v.20 no.1 s.69
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• pp.121-132
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• 2007

A change of social environment based on digital information technology has decreased the disparity of regional cultures by exchanging & consuming contemporary information & culture freely. After 1995, when local autonomous entity system was established, the local autonomous bodies competed with one another in developing the regional society with its' own resources, human powers & cultures, independently of the central government. In the competitive system, a local government is getting itself distinguished from each other in the cultural & regional properties, and brands the region with its unique events, public relations(PR) & development strategies. The environment for advertisement has changed rapidly under the spontaneous system of regional brand and competition, which means the changes of creative standard in the field of advertisement. An in-depth advertising creativity with induced impression & trust is one of the most important aspects of the advertisement to become persuasive to the public effectively. This demand has had public advertisements changed rapidly and the change of regional system's advertisements has started already. This study focuses on analyzing the status of Local Government's commercials on TV, and presenting an effective method for improving it.

• Journal of the Korean Home Economics Association
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• v.48 no.9
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• pp.27-40
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• 2010

This study attempts to identify the process in which how the Myth of family and gender image are reproduced and taken in by the recipients through semiotics analysis of three versions consisting of children, husband and housewife series of SK corporate's TV advertisements from the last half of year 2009 to the first half of year 2010. The analysis of the corporate advertisements shows that each advertisement binds and stereotypes concept of family and gender to Myth of family, especially case of female, and consequently, the result through text analysis is that corporate advertisements reproduce and restructure traditional Myth of family and role of gender. Going forward, Family study requires to realize importance of effect of mass media, especially of TV advertisement, to research diverse case studies and searching about it.

• The Journal of the Korea Contents Association
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• v.11 no.5
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• pp.185-193
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• 2011

Companies, to establish a proper brand image of it, and to appeal to consumers effectively, mobilize advertisement and other publicity means through various communication media. In terms of access rates and degrees of interest of viewers among broadcast media, television is higher than other important media such as radio, newspaper, magazine, and DMB, etc. Since consumers get access to much commercials on television, television commercial activities of companies ultimately have effect on their brand images. Thus, this study, focusing on the screen image expression types among all the expression types of television commercials, examined what brand images consumers favor, and sought to know what characteristics in television commercials in Korea works as important factors in the formation of brand images.