• Journal of the Korea Convergence Society
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• v.11 no.10
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• pp.207-212
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• 2020

This study analyzes the Soju(Korean alcohol) advertisement image, which is relatively easy to interpret subjectively, among sexual appeal advertisements that stimulate consumers' curiosity, where the image is verified through AOI (area of interest) 3 areas (face, body, product), and eye-tracking, one of the psychophysiological indicators. The result of the analysis reveals that visual attention, the interest in the advertising model, was higher in the face than in the body shape. Contrary to the prediction that men would be more interested in body shape than women, both men and women showed higher interest in the face than a body. Besides, it was derived that recognition and recollection of the product were not significant. This study is significant in terms of examining the pattern of visual attention such as the gaze point and gaze time of male and female consumers on sexual appeal advertisements. In further, the study looks forward to bringing a positive influence to the soju advertisement image by presenting the expression method that the soju advertisement image should pursue as well as the appropriate marketing direction.

• Archives of design research
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• v.19 no.4 s.66
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• pp.145-154
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• 2006

In today's brand apartment ads, the image of high-tech apartment seeking consumers' convenience thanks to the introduction of ubiquitous and the image of nature-friendly apartment stressing consumers' well-being life have become a main stream. However, it seems that there lacks differentiation in expressing ad images, except some brands. This may also be related to the matter of providing effective communication, which is the ultimate goal of advertisement. Therefore, to suggest the effective communication methods of brand apartment ads, this study semiologically translated first the images thai recent brand apartment ads present, and then in order to review whether these images are properly delivered to consumers, this study conducted the image survey for brand apartment ads with 123 subjects, who are the group of design professionals. As a result, the survey showed that, in the semiological translation of ad expression, meaning sharing is made when ad concept and ad image are semiologically consistent, and it showed that the realization of successful ad communication between advertisers and consumers is possible, which starts from this kind of meaning sharing. Based on the results of this study, we could know that the introduction of semiology into ad planning can be a logical judgment criterion to provide effective ad communication.

• 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.

• The Journal of the Korea Contents Association
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• v.11 no.2
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• pp.170-177
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• 2011

As the Internet market develops and grows, the Internet advertising has emerged as a critical medium of advertisement and become important in a modern society. In addition, the Internet advertising is more fascinating and attractive than other media in terms of diversity and absorption. In the Internet banner advertising, for example, various expression methods which attract attention from users have been more than just visual advertisement, arousing curiosity and interest. Especially, humorous expressions in the Internet banner advertising have brought a new paradigm to advertising market. Therefore, this paper has investigated the patterns of humorous expressions in banner advertising and analyzed the related case studies to make a contribution to the effective production of the Internet banner advertising, which induces user awareness and selection. For this, it has been attempted to analyze humorous patterns and involvement that are found in humorous banner advertisings such as CIA Athletica, Panadol, Toy & Stok, Adidas and Lipton among the banners which have relatively high preference in Banner blogs.

• The Journal of the Korea Contents Association
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• v.19 no.3
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• pp.61-71
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• 2019

Due to the limit of the time length of advertisement, facial expressions among the types of nonverbal communication are much more expressive and convincing to appeal to costumers. The purpose of this paper is not only to investigate how facial expressions are portrayed but also to examine how facial expressions convey emotion in TV advertisements. Research subjects are TV advertisements of and which had the wide range of popularity for customer known as one of the most touching commercials. The research method is Facial Action Coding System based on the theoretical perspective of a discrete emotions and designed to measure specific facial muscle movements. This research is to analyse the implications of facial expressions in the both TV ads by using FACS based on Psychology as well as anatomy. From the all the result of this, it is shown that the facial expressions portrayed with the conflict of emotional states and the dramatic emotional relief of the heroin could move more customers' emotions.

• Journal of Industrial Convergence
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• v.15 no.1
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• pp.9-15
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• 2017

This study aims to present a direction for the efficient TV commercial marketing strategy at the market by analyzing the relationship between technology and the smart-phones' TV commercial especially 'iPhone series' and 'galaxy S series'. As the results of the factor analysis of the hardwares, slogans and TV commercial for the target smart-phones, TV commercial is the way of the expression for the technology through the meaning of the value. And the meaning of value is defined by reclassifying the expression technique of each scene of TV commercial into nouns and adjectives. Setting a slogan is very important because it is making memorable motto or phrase for the consumer and it decide the image of the product. So the correct configuration of the slogan is a keystone that is important for creating a TV commercial and has a profound impact on product image formation.

• The Journal of the Korean dental association
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• v.55 no.1
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• pp.53-62
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• 2017

As the citizens' life and body are the object of medical practice, it should ultimately protect the citizens' right of health. For this reason, medical practice possesses characteristics of non-profit and public and such special characteristics caused heavy regulations in the medical industry as exemplified by medical advertisements. For advancement of market economy, the government has been moving toward relaxing regulations in the medical industry and this trend can be shown in medical advertisements. Moreover, as a type of commercial advertisements, medical practitioners should be able to express their freedom of expression and freedom to occupation. From the perspective of patients who are medical consumers, they need access to information to locate appropriate medical practitioners and institutions for their symptoms. Therefore, medical advertisements can help realize the patients' right to know. This study will first analyze the general theories behind the necessity of medical advertisements and details of regulations, then analyze the issues from the cases of the supreme court and the constitutional court that are related to dental medical advertisements.

• Journal of the Korean Society of Clothing and Textiles
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• v.21 no.3
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• pp.607-620
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• 1997

The purpose of this study was to identify the variables which could predict advertisement preference and intention to purchase product in sexuality-oriented fashion advertising. The data were collected using questionnaires which contained nine advertisements of Guess jeans, selected from Vogue magazine published from 1990 to 1996.441 college students (female= 225, male=216) living in Seoul, Korea participated in the study. The data were analyzed by factor analysis and stepwise elimination method of multiful regression analysis. The results of this study were as follows: First, seven factors of New Young Generation oriented characteristics were identified: fashion, individuality, preferences of caffa or reggae bar with affective mood, expression of emotion, individualism, preferences of a foreign-made product/western culture oriented tastes and activity of fan club/chatting through personal computers. Three factors of fashion advertising involvement were identified: social involvement, hedonic involvement and utilitarian involvement. Second, the variables which predicted preferences of advertisements in sexuality-oriented fashion advertising were perceived eroticism levels, hedonic involvenent, prior brand attitude and preference of a foreign-made product/western culture oriented tastes in the case of females, while perceived eroticism levels, hedonic involvenent prior brand attitude, preference of a foreign-made product/western culture oriented tastes and activity of fan club/ chatting through personal computers were identified as predictor variables for males. Third, the intention to purchase product was predicted by preference of a foreign-made product/western culture oriented tastes, prior brand attitude, hedonic involvenent and fashion for females, and by perceived eroticism levels, fashion opinion leadership, hedonic involvenent and prior brand attitude in the case of males.

• Korean Institute of Interior Design Journal
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• v.20 no.3
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• pp.119-126
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• 2011

Recently, in the fields of fashion, advertisement, film, literature, philosophy, etc., the word, 'Nomad', is being used frequently across the overall society. The contemporary society is actively incorporating "nomadic thinking" as a new social phenomenon across the boundaries of conventional fields. This is not an exception in the field of space design. This study, via the contemporary nomadic thinking, examined the relationship between space design's application possibility as a new trend and flexible space; then categorized the characteristics of flexible space into flexibility, temporariness, changeability, and correlation; and then analyzed expression characteristics of flexible space. As for unrestricted expression of scene, it was recognized that separation of scene and space leads space to meet the needs of surrounding environment and users; formation of changeable space enables uses of space from various perspectives; and combining external factors (energy, media technologies) with space leads space to self-evolution. Space is perceived as an living organism that is flexibly corresponding, via realistic movement and virtual movement, to the indefinite, diversified thinking of the contemporary society. Therefore, this study illuminates that nomadic thinking has significance as basic thinking to predict development and characteristics of design thinking through understanding the contemporary society with the basic thinking system that has been inherent without restrictions of being fixed to the present, past, and future.

• Korean Institute of Interior Design Journal
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• v.24 no.4
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• pp.61-69
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• 2015

The purpose of study is not only analyzes the space images expressed with mass-produced furniture of the time and economy throughout the cover pages of IKEA published catalogs since 1951 to 2015 but also is set to deduct the characteristics of spatial expression regarding the usage of digital media applied catalogs which is to be published along with the 2015 catalog. Thus, throughout research of basic literature such as domestic and foreign academic material, books, and websites, the theoretical consideration of the meaning of IKEA's pursuit of selling manufactured furnitures is foregone. Based on the above, Analyze and organize periodically applied interior space in accordance with context characteristic by understanding the attribute of catalogue from expansion of media space applied new digital media. The importance of research on IKEA is not only the quality of products designed by them, but emotional aspect that deeply penetrate customer's actual daily life. Implication of digital media message to advertisement is a important role in society that shares digitalized information. IKEA's innovative attempt of connection to new world using traditional method of marketing expression and smart device may help people better understand space.