• Journal of the Korean Home Economics Association
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• v.48 no.10
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• pp.121-132
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• 2010

This study was intended to identify the persuasion effects of online cosmetic advertising according to scarcity message type and product type. For the experiment, 4 stimuli were developed as experimental stimuli for the 2(scarcity message type: quantity scarcity message vs distinctiveness scarcity message) X 2(product type: hedonic product vs utilitarian product) factorial design. Participants were 160 students, and they allocated 40 students in each group. They responded a questionnaire. The results were as follows. First, distinctiveness scarcity message showed more effective than quantity scarcity message in advertising attitude, product attitude, brand attitude, and purchase intention. Second, hedonic product showed more effective than utilitarian product in advertising attitude, product attitude, brand attitude, advertising attention, click-through intention, and purchase intention. Third, there was interaction effect according to scarcity message type and product type on the aspect of advertising attitude, advertisement attention, and click-through intention.

• The Journal of the Korean dental association
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• v.57 no.12
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• pp.728-735
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• 2019

Objective: Previous studies suggested the potential influence of YouTube videos regarding dentistry on the mass population. However, there was not any clear investigation for Korean population. We aimed to systemically analyze the type of the dentistry-related videos uploaded on YouTube Korea and the accounts used for uploading, and to assess their effect on the view count of the content. Methods: Classification, type of the accounts, and view count of the videos listed by the keyword 'dentistry' were analyzed, which were uploaded on YouTube Korea platform from September 2017 to April 2019. Kruskal-Wallis test with post hoc analysis was used to assess the effect of the classification of the videos and the type of accounts on the view count. Results: 1.026 videos were enrolled to the analysis. Primary classification of the videos was information/education, advertisement, life, news, child contents, autonomous sensory meridian response, broadcast, cartoon/game, humor, and music. Secondary classification of the videos was dental experience, advertisement, role-playing, information/education., humor, cartoon/game, child contents, life, and broadcast. Type of the accounts was dentistry associates, general public, media company, and government office (sorted by frequency). Subject of the most videos (93.6%) was general public. There was statistically significance in the view count of the videos according to the primary and secondary classifications, the account used for uploading, and target subject of the videos. Conclusion: Dentists and their associates should recognize the importance of YouTube platform and try to monitor and intervene the dentistry-related contents, considering its huge impact on the general public.

• Journal of the Korean Society of Costume
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• v.39
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• pp.283-299
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• 1998

The present study is to analyze the dimensions of affective responses according to the types of appeal in underwear advertisements and to find out the influences of affective res-ponses on the attitudes toward advertisement and brands. The research has been made by normative-descriptive survey method with the sample of 654 consumers residing in Seoul and Incheon. The data gaathered was analyzed by the methods of means, standard deviation, ANOVA, factor analysis and regression. The result are as follows : 1. There are 4 dimensions of affective responses ; Emotional dimension, Negative dimen-sion, Upbeat-activation dimension and Sexual activation dimension. 2. Affective responses to the advertising were different according to the characteristics of the consumers. According to the consumer's sex, there are significant differences in each dimension of their affective responses. To the sex appeal advertisement, man show higher degree of affective responses in Emotional, Upbeat-activation and Sexual-activation dim-ensions, while women show higher degree of affective responses in Negative dimension. 3. In case of female consumers, there are significant differences in affective responses to the both appeal type of advertisements according to consumer's age. As the age is increasing. Emotional dimension and Sexual-activation dimension are increasing, but Negative dimension is decreasing in the Ads with sex appeal. In particular, the 19∼24s age group shows strong responses in the Emotional dimension, Upbeat-activation dimension and Sexual-activation dimension to Ads with sex appeal, while it shows the lowest affective responses in Negative dimension. It represents the 19-24s age group is the most positive one to the under-wear advertisements with sex appeal. Consequently, it is proved that the Ads with sex appeal focusing on this age group can be one of the most effective advertising plans. 4. The involvement gets higher, Upbeat-ac-tivation dimension and Sexual-activation dimension are increasing both in males and female groups. But Negative dimension is in-creasing in the female consumer group of low involvement. 5. The attitudes toward advertisements and brands are comparatively stronger in the advertisements using sex appeal type. Regardless of types of appeal in the advertisements, there is a significant difference in their attitudes tow-ard Ads between male and female consumer groups. When Ads are sexual, attitudes toward Ads and Brands are stronger in the female consumer group. But males consumers show com-paratively strong attitudes toward the advertis-ements and brands in both types of appeal. 6. The age of consumers doesn't make any significant difference in their attitudes toward advertisements and brands in both types of appeal. 7. According to the involvement level of the consumers, there are significant differences in their attitudes toward advertisements. In the groups of low involvement, the female consumers show more favorite attitudes toward the advertisements with sex appeal, while the male group show more favorite attitudes toward the non-sex appeal advertisement. But there is no significant difference in consumer's attitude toward brands according to the types of appeal of the advertisement. 8. The affective responses of the consumers caused by the underwear advertisements have a respectable influence on their attitudes toward the advertisements and brands. This research represents that the advertisers should try to arise consumer's positive affective responses such as pleasant, happy, cheerful and warm-hearted emotions by the advertisements. Based on the above results of the research, it can be said that the consumer's affective responses have a strong effect not only on their attitudes toward adver-tisements but on those toward attitude toward the brands.

• Journal of the Korea Convergence Society
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• v.9 no.3
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• pp.187-201
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• 2018

Three types of Ad message convergence, A Letter, B Letter+Photo, C Letter+Photo+Video on the Facebook advertising were researched. For this research, three types of sample advertisements were tested on the 230 subjects. And the H1 - How do three types of advertisements differ on the SNS main trait, H2 - Among those Informativity, Reliablity, Playfulness, Intractivity as the SNS main trait, what is the more powerful factor on the brand attitude / Purchase Intention. For this research the ANOVA, Scheffe, Regression Analysis was used. As a result, H1 - The effect power of Playfulness and Interactivity on the three types of Ad message convergence ranked as "A

• Convergence Security Journal
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• v.18 no.3
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• pp.61-68
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• 2018

As the digital broadcasting era settled in, the TV, which was only used to watch broadcast programs, developed as a medium for operating various data services. This means that an environment, in which the viewers' TV usage behavior can be changed from a passive attitude to an attitude of actively consuming the media, has been established. Since the advertising market is an industry that is heavily influenced by changes in the media, these changes causes changes in the form of advertising and the advertising consumption behavior of viewers. In this environment, the broadcasting industry needs to think about the new growth strategy that links the possibility of data service with the advertisement market. In this study, we designed a data service that provides supplementary information of an ID advertisement, which has the weakness of short exposure time and shortage of information expression space. Specifically, we have designed the usage scenario and user interface of the data service and developed a method, based on the international digital broadcasting standard DV B, that provides the supplementary information defined by the type of ID advertisement to the data service.

• Journal of Digital Contents Society
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• v.15 no.1
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• pp.61-68
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• 2014

In the past, to stimulate customers' rationality were used as a marketing methods but the storytelling marketing is appealing to consumers by showing product or brand value. Storytelling marketing attracts clients favorable attitude. In this research, I tried to figure out how emotional storytelling and humor advertising affects to brand attitude a quality of products according to advertising types, brand image, trust, interest, message, advertising model, intension of purchase and recommendation requisite to impact on brand attitude. As a result emotional storytelling was more effective than the humor advertising method when forming the brand attitude and brand image. Also, among the types of advertisement, emotional storytelling tended to bring a significant difference between men and women. Emotional storytelling advertisement are increasing and being competitive. Therefore, we need notable advertisement. It is a significant research to understand how advertising type affects to consumers.

• Journal of Fashion Business
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• v.21 no.2
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• pp.45-60
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• 2017

This study analyzed the type of format and content expression of fashion films, from the perspective of promotion and advertisement. For the analysis, a reference research and case study were employed. Our results showed that the format type of fashion films are categorized as movie type; films that convey a story through lines and provide an interesting element as well as artistic value;, video clip films which consist of intriguing sections in a short-length film;, animation type; films that deliver a message through the virtualized world and a created character;, and music video fashion films that use the musical technique to convey how the story of fashion film is structured. The type of content expression of fashion films are divided into direct expression, which exposes the collection of clothes and accessories directly in fashion films;, metaphorical type; which visually delivers the brand image and product;, and the documentary type; that delivers the brand story and historical facts related to the brand. The study on the analysis of fashion films through type of format and content expression shows how fashion brands effectively and strongly promote their products, enhance their brand values, and increase an interest among the customers.

• Journal of Information Technology Services
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• v.18 no.1
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• pp.1-12
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• 2019

The purpose of this study is to find out what type of skip button used in forced exposure advertising is the most positive to the users. The four types of skip buttons were produced for the experiment and tested by survey and eye tracker to reveal the effects of the skip buttons on perceived intrusion, advertising attention, attitude toward advertising, and memory consisting of recall and recognition. Out of 80 participants, 20 were randomly assigned to the specific type of skip button group. The results showed that there is no statistical difference in advertising attention, perceived intrusiveness and attitude toward advertising. However, the recall and recognition rate are the highest in the static text type and kinetic text, product image, and default follow statistically. This study has implications for using skip buttons as a major variable for inventory of TrueView advertising effects and suggests that the amount of information in the image is critical processed by users within very short time.

• Journal of Community Nutrition
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• v.5 no.3
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• pp.178-185
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• 2003

Content analysis of food advertisements was undertaken to investigate the nature of the messages related to health, nutrition or consumer-promotion in 2001 women's magazines. Advertisements on baby foods were collected from three women's magazines and the final samples obtained were 42 different copies of advertisements. All the messages in each sample were counted and calculated for their frequency (％). Messages were categorized into four areas (health, nutrition, non-nutrition, consumer promotion), and each area was classified into more detailed categories. Results showed that all the messages in 42 samples and average messages per advertisement were 1288 and 30.7, respectively. The most common type of promotional messages was health related (e.g., appeal to enhanced immune function and disease prevention and brain development), followed by consumer related, nutrition and non-nutrition messages in order. Messages about high quality and all natural ingredients were more emphasized in the consumer related category. Messages on fats (DHA, lecithin and arachidonic acid), proteins (neucleotides, taurine) and mineral (calcium, iron) were most frequently found in nutrition category. Amongst the three kinds of baby foods, formula ads had the most numerous messages related to health and nutrition. There were more consumer related messages in the ads of weaning foods, and more promotional messages about no addition of antiseptic, artificial additives, and food colors in the ads for older infant foods. Messages violating regulation (e.g., exaggerated or inaccurate or non-scientific messages) were frequently found in the advertisements of three kinds of baby foods. In conclusion, tighter supervision of food advertisements and nutrition education is required to protect the consumers from misleading advertisements.

• 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.