• International Journal of Advanced Culture Technology
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• v.9 no.3
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• pp.259-264
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• 2021

In modern socity, online communication plays a vital role in social interaction of communicities. It is so common for online users to see display advertisements online while surting the Net. Specifically, most web banners diaplayed on portral sites consist of words, phrase, and sentences. Considering that the primary purpose of adversiting is persuation, the advertisement such as web banners is an examplary case to show the interaction among pragmatics, translation and advertising because the linguistic expressions employed in the banners represent its pragmatic use, leading to persuation and functioning as a communicative tool for the smooth communication between source text producers (adversisers) and target audience (online users). This can be part of the so-called translation process. In particular, we can easily witness the use of English words in web banners. Thus, this paper looks at web banners displayed on major four portal sites-Naver, Daum, Nate, and Zum, giving a special attention to the content contained in the web banners as well as the use of English words. As s result, we found that the frequencies of English words in each portal site were higher when the advertised products were targeting young online users, whereas the frequencies were lower when the users are older group than young people. The finding supports the prgramatic perspective that linguistic expressions are understood in social contexts and shows the so-called translation process which involves a shift from semantic meaning of words to their pragmatic use. Finally, we can conclude that the interaction is possible when we have the framework where translation, pragmatics, and advertising are all communitative components for social interaction within social contexts.

• International Journal of Computer Science & Network Security
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• v.23 no.12
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• pp.137-144
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• 2023

The relevance of the research topic lies in the necessity to use social networks as innovative tools of marketing communications. A wide audience and the ability to segment the market for a specific consumer determine the construction of a corporate strategy, which will be based on using the social networking approach. The spread of the global coronavirus pandemic has led to the rapid development of remote communication channels between the company and the customer. The issue of using marketing tools in social networks acquires the most urgent importance in the modern world of the introduction and implementation of the company's marketing strategies. The purpose of the academic paper is to study the use of social networks as features of implementing the marketing campaign. Social networks are the result of the development of digital technologies and the processes of creating an information society involved in the digital space. The objectives of the research are to analyse the opportunity of using social networks as a tool for marketing communications and their implementation at the level of its widespread use by enterprises and establishments. It is significant to create an advertising campaign by defining the target audience and outlining the key aspects, on which the company is focused. The research methodology consists in determining the theoretical and methodological approaches to the essence of introducing social networks and their practical importance in the implementation of marketing activities of companies. The obtained results can significantly improve the quality of functioning of modern enterprises and organizations that plan to master a new market segment or gain competitive advantages in the existing one. The academic paper examines the essence of social networks as a tool of marketing communications. The key principles of the development of digital social platforms were revealed. The quality of implementing the advertising campaign in the social network was studied, and further prospects for the development of using social networks as a component of the marketing strategy were outlined. Therefore, the academic paper analyses the problems of using social networks as a marketing tool.

• Journal of Intelligence and Information Systems
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• v.16 no.4
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• pp.1-19
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• 2010

In offline environment, unlike traditional advertising model through TV, newspaper, and radio, online advertising model draws instantaneous responses from potential consumers and it is convenient to assess. This kind of characteristics of Internet advertising model has driven the growth of advertising model among various Internet business models. There are, conventionally classified, CPM (Cost Per Mile), CPC (Cost Per Click), and CPS (Cost Per Sales) models as Internet advertising expenditure model. These can be examined in manners regarding risks that stakeholders should stand and degree of responsibility. CPM model that is based on number of advertisement exposure is mechanically exposed to users but not actually recognized by users resulting in risk of wasted expenditure by advertisers without any advertising effect. While on aspect of media, CPS model that is based on conversion action is the most risky model because of the conversion action such as product purchase is determined by capability of advertisers not that of media. In this regard, while there are issue of CPM and CPS models disadvantageously affecting only one side of Internet advertising business model value network, CPC model has been evaluated as reasonable both to advertisers and media, and occupied the largest segment of Internet advertising market. However, CPC model also can cause fraudulent behavior such as click fraud because of the competition or dishonest amount of advertising expenditure. On the user aspect, unintentionally accessed advertisements can lead to more inappropriate expenditure from advertisers. In this paper, we suggest "CPCD"(Cost Per Coupon Download) model. This goes beyond simple clicking of advertisements and advertising expenditure is exerted when users download a coupon from advertisers, which is a concept in between CPC and CPS models. To achieve the purpose, we describe the scenario of advertiser perspective, processes, participants and their benefits of CPCD model. Especially, we suggest the new value in online coupon; "possibility of storage" and "complement for delivery to the target group". We also analyze the working condition for advertiser by a comparison of CPC and CPCD models through advertising expenditure simulation. The result of simulation implies that the CPCD model suits more properly to advertisers with medium-low price products rather than that of high priced goods. This denotes that since most of advertisers in CPC model are dealing with medium-low priced products, the result is very interesting. At last, we contemplate applicability of CPCD model in ubiquitous environment.

• Archives of design research
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• v.18 no.2 s.60
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• pp.111-122
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• 2005

Public Service Advertising(PSA) is the integrated marketing concept including strategy and technology in all its aspects that pursue the changes of community to seek an agreement of its members by the intentional and the target oriented way. PSA to the exclusion of commercial intention reflects the current social flow and subject since it is focused to the social issue. PSA plays an important role in creating the further cultural value, and also affects present cultural value to advertising message. In this aspect, this study is very valuable to design the plan for further effective management of advertisement and to analyze communication strategy of PSA. This study is to make dear the nature of PSA by the analysis of contents of visual image and linguistics' factors in actual produced and broadcasted TV advertising, called 'Protection of environment' In the results, PSA related the environment is working to linguistic-centered persuading message corresponding to visual factor, this intends to educate and instruct the consumers in 1980's. PSA, therefore, shows a non-description nature without story line and a hero(heroin) on it. In contrast, after 1990's, PSA was made up image-centered and maximized the effectiveness public campaign through the activating consumer's judgement and intervention. We are able to know that it contributes to considering and persuading the consumer to suggest the story format through the visual way to deliver the message. This study of relationship between visual image and linguistics is a common trend appeared in all media including today's advertising, and may be a remarkable result to present proper direction of PSA campaign.

• Journal of Digital Convergence
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• v.18 no.7
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• pp.389-395
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• 2020

Female empowerment advertising campaigns are easily observed in the United States and European countries whereas it is rarely found in Korea. Thus, this study is designed to analyze female empowerment advertising campaigns so-called femvertising through a case analysis method. The case analysis is often employed in the field of advertising and other social sciences, especially is helpful in finding current trends. Study results found that themes of global femvertising campaigns could be categorized into 'redefining women's beauty', 'gender equality', 'education', and 'leadership'. The objective of these femvertising campaigns is to change perspectives of the society on women and change men's perspective. In terms of product category by global femvertising campaign companies, it varies from consumer goods, IT & electronics, automotive, finance, toy, non-profit organization to press. In general, femvertising targets women, but some femvertising campaigns also target men. This study also provides implications in regards with media usage strategy and advertising planning strategy.

• Management & Information Systems Review
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• v.38 no.2
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• pp.209-223
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• 2019

The purpose of this study was to stimulate the online word-of-mouth advertising by developing the concept of word-of-mouth constraint factors and measurement tools in connection with the SNS advertising on social networks. To achieve the objective of this study, this study was conducted in 3 phases. First, the exploratory investigation(target group interview, in-depth interview, and expert interview) was performed to determine the concept and scope of the word-of-mouth constraint based on literature study and qualitative investigation method. Second, the reliability and validity of the measurement questions were verified through the survey in order to refine the developed measurement items. Third, the predictive validity of measurement items was verified by examining the relationship with other major construct concept for which the developed measurement items were different. Based on the results of study, 6 components and a total of 23 measurement questions for those components were derived. Each was called intrapersonal and interpersonal constraint(psychological sensitivity, compensatory sensitivity, and other person assessment), structural constraint(reliability, informativity, and entertainment). We developed the measurement questions related to word-of-mouth constraint based on qualitative study and quantitative study and holistically examined the social and psychological, environmental interruption factors acting as the word-of-mouth constraint factors for SNS advertising in terms of SNS achievements and evaluation from the perspective of word-of-mouth constraint. The results will lead to creation of basic framework for systematic and empirical research on the online word-of-mouth constraint and to achievement of effective SNS word-of-mouth advertising.

• Journal of Korea Entertainment Industry Association
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• v.13 no.2
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• pp.37-45
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• 2019

The This study aimed at clarifying that the cognitive interpretation code is essential for college students to read the correct culture while discussing the producer's story production system for creative advertising content and the process of interpreting the meaning of advertisers and the formation of principles and beliefs. The production of advertising content aimed at persuasion should first identify anachronistic reason system based on the target audience's perception principle. A concise analysis of the experiment found key clues that confirmed that a sample of the producer's intended story would be inconsistent with the clues of information that a college student could remember. I have tried to organize a semantic analysis tool that combines these key clues and as a tool for reading culture of the right time for college students. As a result, university student inmates were able to identify one side of positive communication: reading a new cognitive symbol culture based on their subjective experience and beliefs, rather than analyzing cross-sectional analysis of the primary language and non-verbal expressions of their advertising contents. In the future, if an advertising content story producer works to identify such a process in advance, it will help persuade inmates.

• Journal of Global Scholars of Marketing Science
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• v.14
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• pp.1-16
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• 2004

This paper explores the impact of banner exposure and clicking on brand-attitude changes and purchase intention changes. It is found that simple exposure to banner ads does not change people's initial brand-attitude and purchase intention, while voluntary exposure to target ads by clicking banner ads results in positive or negative brand attitude and purchase intention changes depending on the likability of the linked target ads from the banner ads. For methodology, this study employed a pretest posttest control group design and used online data collection technology called Cold Fusion. A total of 961 subjects participated in this research.

• Asia Marketing Journal
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• v.14 no.4
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• pp.57-75
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• 2013

It is a well-established theory that emotion is influential in cognitive processing. Extensive prior research on emotion has shown that emotional factors, such as affect, mood, and feeling, play as information indicating whether he or she has enough knowledge. Most of their findings focused on the effect of emotional valence (i.g., one's subjective positivity or negativity related with the emotion). Recently, several studies on emotion suggest that there is another dimension of emotion, which affects the type of cognitive processing. The studies argue that emotional certainty facilitates heuristic processing, whereas emotional uncertainty promotes systematic processing. Based on the findings, current study examines the effect of certainty on attitudes and recall. Specifically, the authors investigate the effect of certainty on how much effort individuals use to process advertising information and how certainty affects attitude formation toward the advertised product. The authors also focus on recall to clarify the working mechanism of certainty on attitudes, because recall performance reflects the depth of information processing. Based on previous findings, the authors hypothesize that uncertainty (vs. certainty) leads to more favorable attitudes as well as better recall, and conduct an experiment using a fictitious advertisement with 218 participants. The results confirm the predicted effects of certainty only on attitudes not recall. A possible explanation of this discrepancy between attitudes and recall lies in the measurement method, unaided recall. To rule out this possibility, the authors perform an additional analysis with the participants who recall any correct information of the target advertisement. The results show certainty has a negative effect on both attitudes and recall. A bootstrapping test reveals that recall mediates the effect of certainty on attitudes. This result confirms that certainty decreases elaboration, which in turn leads to less favorable attitudes relative to uncertainty. Additionally, our data shows the association among certainty, recall, and attitudes by showing the indirect effect of certainty on attitudes via recall. This research encourages practitioners in the field to emphasize that they should focus on target audiences' emotional certainty before they provide the persuasive message, by showing that uncertainty promotes effortful processing, which in turn leads to better memory and more favorable attitudes.

• International journal of advanced smart convergence
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• v.9 no.3
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• pp.105-117
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• 2020

The "New Korean Wave" (Shin Hallyu) phenomenon, which is represented by the global popularity of BTS and director Bong Joon-ho's film "Parasite," is making the world excited. The influence of the Korean Wave is not only on politics, society, and culture, but it also has considerable economic ripple effects. We applied individual in-depth interviews with seven media and marketing experts in China to assess the changes in the impact of Korean cultural content (i.e., Hallyu content) and examine the possibility of marketing for Korean small and medium-sized enterprises (SMEs) products using Hallyu content. Considering its massive market potential, China is still an attractive target for Korean companies and is of even greater importance to SMEs, which are highly dependent on exports and lacking marketing budgets as well as a professional workforce. Korean businesses and the economy at large would get a real boost if they could penetrate the Chinese market by utilizing the strength of Hallyu content. Based on the results of the in-depth interviews, the conclusion of our study suggests the direction of advertising strategy on how Korean products can attract the minds of Chinese consumers by utilizing the Shin Hallyu. This research is a practical study that diagnoses the reality of the Korean Wave in China objectively and has excellent practical implications as it proposes methods of how SMEs should use Hallyu for their marketing strategies.