• 한국생활과학회:학술대회논문집
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• 2009.05a
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• pp.141-142
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• 2009

• Journal of Digital Contents Society
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• v.13 no.4
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• pp.591-600
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• 2012

Variety media based on the digital technology have emerged from the beginning of the 21th century and have competed with the traditional media in the advertisement market. With the high dependency upon the advertisement market, the Korean media industry has the urgent demand to increase it's pie. Korea regulator allowed PPL and private representatives, which resulted in low outcome. This study analysed the decision factors for the advertising market with the cross-sectional microeconomic data for 28 countries in OECD. The service industry, tax and GDP per capita affect negatively to the market growth rate, and unemployment positively. Therefore the market's growth speed would be slow down and the share of TV decreased. Therefore the two policies were suggested, increasing the direct payment by the audiences and retire of the inefficient broadcasters.

• The Journal of the Korea Contents Association
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• v.17 no.11
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• pp.621-631
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• 2017

In March of 2014, after Eduwill's new TV commercial, Seo Kyung Seok, appeared as a model, unusually, various professional comedians have spontaneously made many TV ad parody contents. It is a kind of GCC (Gagman Created Contents), which is a content created by comedians if it is called User Created Contents (UCC) by a consumer voluntarily making contents. Various popular programs of TV stations such as tvN, KBS, SBS, MBC Eduwill TV commercial parody contents was broadcasted. Euduwill TV advertising parody contents can be classified as parody contents that mimic Eduwill CM songs and comic dancings by Seo Kyung Seok. In this study, we analyzed how the characteristics of class B culture such as 'twist' and 'satire' are reflected in Eduwill TV commercial parody, and discussed the correlation between advertisement, parody contents and socio-cultural phenomenon.

• Journal of the Korean Society of Clothing and Textiles
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• v.29 no.9_10 s.146
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• pp.1230-1240
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• 2005

The purpose of this study was to apply a scientific and systematic method for assessing fashion goods' TV ads effects by EEG and questionnaires as determined by the type of ads appeal. Ads stimulants used in the survey were limited to underwear and sportswear that were advertised during $2000{\sim}2002$ on TV: 4 information-transferring and 4 emotion-evoking ads were used. Subjects were thirty healthy male and female college students. EEG was extracted from six lobes and the recorded EEG was analyzed by the range of frequency of ${\theta},\;{\alpha}\;and\;{\beta}$ waves. Data were analyzed by SPSS 11.0 with reliability test, $x^2$-analysis, t-test and frequency analysis. The emotion-evoking ads showed higher scores in memory, recall and attitude towards the ads. The responses of ${\theta}\;and\;{\alpha}$ wave were active throughout the ads but the response of ${\beta}$ wave was not. The results by the survey and the EEG test showed high similarities, indicating the EEG tests could be used as the supplementary tool for measuring ads effects.

• Journal of Broadcast Engineering
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• v.10 no.1 s.26
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• pp.43-56
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• 2005

In the existing broadcasting environment, it is not easy to serve the bi-directional service between a broadcasting server and a TV audience. In the uni-directional broadcasting environments, almost TV programs are scheduled depending on the viewers' popular watching time, and the advertisement contents in these TV programs are mainly arranged by the popularity and the ages of the audience. The audiences make an effort to sort and select their favorite programs. However, the advertisement programs which support the TV program the audience want are not served to the appropriate audiences efficiently. This randomly provided advertisement contents can occur to the audiences' indifference and avoidance. In this paper, we propose the target advertisement service for the appropriate distribution of the advertisement contents. The proposed target advertisement service estimates the audience's profile without any issuing the private information and provides the target-advertised contents by using his/her estimated profile. For the experimental results, we used the real audiences' TV usage history such as the ages, fonder and time of the programs from AC Neilson Korea. And we show the accuracy of the proposed target advertisement service algorithm. NDS (Normalized Distance Sum) and the Vector correlation method, and implementation of our target advertisement service system.

• Korean Journal of Health Education and Promotion
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• v.17 no.2
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• pp.151-163
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• 2000

Adopting the theory of enter-educate, this study was conducted to prevent the smoking by middle school students who had not started smoking yet. A famous pop music singer with high popularity among teenagers was cast on the public sponsored advertisement (PSA) on smoking prevention. This PSA was televised through major TV stations for two months. The effectiveness of this project was evaluated seven times. The effectiveness of the PSA, the role of the cast singer, the rate of seeing the PSA, and the impression about the PSA were evaluated. The viewer survey since the second period of the PSA revealed that most of the middle school students (79~94 percent) watched it. Among TV stations, MBC recorded the highest viewer rate as 69.6~72.0 percent of the middle school students watched the PSA at least once from this station. Also, the viewer rates of such cable TV stations as Mnet and OCN were quite high for their advertisement prices. The overall impression about the PSA was favorable. The contribution of the singer to this positive outcome was 60 percent and over. The effect of smoking prevention was also high as 93.7 percent of the middle school students replied that they would not start smoking. However, since this study dealt with the general public, it was not possible to control the effect of other factors systematically. Also, we could not measure the differences bewteen the pre-PSA and the post-PSA periods, so that the interpretation of the results has some limitation.

• Korean journal of food and cookery science
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• v.13 no.5
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• pp.648-660
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• 1997

The study was conducted to investigate children's attitudes toward food advertisement on children's television programs. A total of 868 subjects were selected from two KangNam and KangBook elementary schools (4, 5, 6th graders). First, it was reviewed food ads. On children's television program on 3 channels between 5∼7 pm from April to July in 1997. Among the total television commercials, 58% were food product ads.. Among the advertised food, the largest number of ads. was for beverages (21.6%) and the next was for cookies (19.7%), followes by sharbet and ice cream (19.5%), fast food (12.4%), cereal (5.5%) and milk and milk products (2.9%). This review revealed that the mostly advertised food are high in calorie, fat and sugar. Secondly, it was conducted a survey. The results of the survey were as follows: weekly average TV watching hours per child: 13.5. 50.8% of the children watched children's program on TV. 83.9% of the subjcts answered that they get their information about new food through TV ads.. 59.2% of children tried to buy the food advertised on TV program. The relationship between TV food ads. and health, 49.4% of the children answered that advertised food were not good for one's health. When we asked them to choose between advertised and non-advertised food, they preferred the advertised ones, such as cookies, beverages, fast food restaurants and cereals (p＜0.001). The results of this study suggest that children's purchasing and selecting of food were influenced by TV food advertisement. Therefore, education is needed which will help children's make responsible, informed consumers choices.

• Journal of the Korean Data and Information Science Society
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• v.17 no.4
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• pp.1251-1259
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• 2006

The headline of advertisements holds the important position in advertisement recognition and receptivity. The mobile advertisements show an immediate reaction of customers because it is possible to do 'one-to-one communication'. And this makes the mobile advertisement as important as any kind of traditional marketing channel, like TV, Radio, Print. In this paper, we classified the headlines as several types and measured the effect of headline types.

• Journal of Korea Game Society
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• v.1 no.1
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• pp.37-41
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• 2001

Ad(advertisement) is a gateway that makes the public recognize enterprises, and a tool that can maximize customers' interest. How this kind of Ad is delivered to consumers governs an enterprise's image or goods' reliability. That's why enterprises spend much money in advertising their products in various ways such as TV Ad, newspaper Ad, magazine Ad, placards and so on Accordingly, this study intends to look at Game Ad among a number of Ads, which enables game users to enjoy games at low expense and at the same time makes them naturally recognize enterprises images or product PR.

• 한국데이터정보과학회:학술대회논문집
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• 2006.11a
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• pp.1-8
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• 2006

The headline of advertisements holds the important position in advertisement recognition and receptivity. The mobile advertisements show an immediate reaction of customers because it is possible to do 'one-to-one communication'. And this makes the mobile advertisement as important as any kind of traditional marketing channel, like TV, Radio, Print. In this paper, we classified the headlines as several types and measured the effect of headline types.