• Trans-
• /
• v.1
• /
• pp.21-44
• /
• 2016

Advertisement is composed with symbol and sign with messages trying to express. Especially, ad with dancer introduces goods or meaning of contents with the motion of dance. In this, contents of dance or motion of dancer contains symbol and sign, understanding how ad and dance are expressed meanings with which symbol and the symbolic meaning of dance or dancer on ad. To that end, this study is for analyzing expressed symbol with dance corresponds with the aim of ad and finding the way or attitude of how normal people accept dance by reevaluating symbolic meaning of dance itself. In this study, advertisement producer and director's related data is secured for understanding direction and intention of producer, and previous study related with the study purpose, image, and effect are analyzed for understanding image of dance as a physical sign on TV advertisement. With data from www.TVCF.co.kr. TV advertisement analysis is conducted only with four ads in 2008(Nam Kwang Eng. & Const Co., Lotte Dept. Store(premium sale/gift card), Hyundai Motor Company Santa Fe -Pilobolus) and one ad in 2011(PNS The zone Sash Italy Arena di Verona when dance was used for advertisement with the highest frequency per year. Also, based on considered important factors from repeatedly watching each advertisement, scenes where movement or motion of dancer and screen word is greatly changed are analyzed as a priority. Image analysis of dance is conducted with structure studies based on physical image(line, costume, expression) and dan image(type motion, qualitative feature, mood of dance). As a result, the symbolic dance image appeared in TV advertisement can be discussed as follows. First, symbol and sign of dance on advertisement corresponds with material objects of advertisement. For instance, on the TV advertisement where Lee Youngwoo appeared, his motion as a signifer means challenge for the future of Nam Kwang Eng. & Const Co., with fast turn, jump, assemble turning jump, and sliding. Second, physical image of dancer depending on intention of sender corresponds in general, but there are somewhat differences in image of dance. This makes people to unconsciously recognize symbolic image of dance on TV ad while they watch it at the same time. Especially, when it comes to advertisement, it exposes frequently with broadcasting of organized programs from a broadcaster, living long-time memory. It can be differ based on idea and character of each of receiver. Advertisement is a medium making people naturally adopt cultural art for ordinary people in their lives. Broadcasting public art from TV advertisement widely exposes pure art to people, which was only avaliable for minority, sublimating it as an art of public culture.

• Archives of design research
• /
• v.18 no.3 s.61
• /
• pp.129-138
• /
• 2005

It has been assumed that the clarification of a message is a necessary element for successful communication. However, in the today's complicated and changing environment of business marketing media, it is shown that the clarification of the message of advertisement may inhibit the effectiveness of communication. This study was to examine what was effective communication in advertisement when the company, provoking the people's negative emotional response, needs to establish new identities such as the goals and the special fields of business. In particular, the study was to investigate what effect the advertising strategy of strategically emitting ambiguous messages makes on the consumer's recognition, emotional attitude, reliability, and attitude towards the company. It was hypothesized that an ambiguous message in an advertisement has an effect on the consumer's recognition, emotional attitude, reliability, and attitude towards the company. Three texts from the 'Imagination Praises' campaign of KT&G which has been in process since 2003 were systematically sampled and the survey was performed by the means of questionnaires made on the sample The results showed that the ambiguous message of advertising texts gained better responses on the consumer's attention, good impression, affirmation, memory, sympathy than the dear message and that the ambiguous message had an effect on the consumer's attitude towards the advertisement itself. Thus, it could be tentatively concluded that the ambiguous message could be more effective in recognition and recall to promote the changes of identities of the company having the people's unfavorable emotion. But there wasn't any evidence that an ambiguous message in an advertisement was more effective in terms of the consumer's emotional response, reliability, and attitude towards the company. From this, it could be inferred that the receiver had an uncomfortable, doubtful and negative attitude about the implicit expressive code contained in the message. In the future deeper qualitative studies can compensate for the limited explanation of this empirical study focused on statistical analyses.

• Archives of design research
• /
• v.18 no.2 s.60
• /
• pp.37-46
• /
• 2005

Today's advertisement is dominated by visual images, which deliver messages in the most efficient and engaging way. Vivid and live images, through multimedia, attract the viewer to consume the products being advertised. In this course, the effect of 'Verfremdung' or alienation is often detected. This terminology was at first used in a epic play of Bertolt Brecht to signify a specific effect to block the empathy of the audience by reminding them of their position as the audience separate from the play. 'Verfremdung' helps them to have a sense of objectivity and critical attitude toward the performance. Multimedia commercials nowadays exhibit such a quality together with 'viewer participation:' criticism on reality: and 'speed.' In an advertisement for Shinsegi Communications' mobile system titled <017-I-Touch series, the hand transformed into a web>, the copy, 'my blood type is 'i', ' is accompanied by six unrelated fictitious scenes in which the same ocean appears as a common denominator. Because there is no connection between the scenes, free imagination of the viewer has to be involved and thus plays a significant role in making them into a context. This fact dearly exhibit some characteristics of post- modern advertisement. Momentary 'Gap' and 'Difference' between scenes contribute to 'Verfremdung' or alienation' that makes it hard for the consumers to comprehend the content on the spot. Such an uneasy situation, however, keeps the viewers thinking about the advertisement itself. While repeatedly exposed to the alienated images, the viewers come to get involved in the advertisement, trying to make the fragmented images into a coherent context. In addition, the leaps between the scenes produce a sense of 'speed' in a context, which adds more impact to the way of delivering messages using multimedia. With the help of multimedia, 'Verfremdung: which was originally intended to bring about objective and critical altitude of the audience in a play, plays a crucial role in attracting the viewer's attention and conveying a specific message in a moment in contemporary advertisement.

• The Journal of the Convergence on Culture Technology
• /
• v.5 no.1
• /
• pp.99-105
• /
• 2019

This study analyzed the reactions of ad liking, empathy and psychological resistance to antismoking public advertisements through in-depth interviews of 30 adult males. According to the study, non-smokers responded favorably to the advertisement, while smokers were unhappy. In addition, smokers in their 40s and 50s showed a higher level of empathy for ads than those in their 20s and 30s. Smokers have tried various forms of psychological resistance to non-smoking messages, especially denigrating information sources. Based on the results of this research, a measure was proposed to enhance the effectiveness of the non-smoking advertisements.

• Asian Pacific Journal of Cancer Prevention
• /
• v.16 no.14
• /
• pp.5793-5800
• /
• 2015

Background: Outcome-expectation beliefs and knowledge may ultimately influence behavior for cancer prevention. The aims of this study were to measure changes in knowledge and beliefs about cancer prevention before and after viewing a television advertisement and identify the factors affecting receptivity to its messages. Materials and Methods: A one-group pretest-posttest design was used in this study of 1,000 individuals aged 20 to 65 years who were recruited online in November 2014. The outcome variables included cancer prevention beliefs based on the Health Belief Model (five items) and knowledge about risk factors for cancer (seven items). Results: Perceived susceptibility, perceived benefits, and self-efficacy increased significantly and their perceived severity and perceived barriers decreased significantly, after participants viewed the television advertisement. Correct responses to questions about risk factors also increased significantly, except for smoking. The main factors affecting changes in the outcome variables were age, interest in cancer prevention, social network, satisfaction with the ad, and pretest scores. Conclusions: Television advertisements with positive frameworks can be an efficient channel of improving beliefs and knowledge about cancer prevention in a short period. The continuous development of intervention materials that consider the demographics, needs, and satisfaction of the target group will be necessary for future studies.

• 한국정보통신설비학회:학술대회논문집
• /
• 2007.08a
• /
• pp.279-282
• /
• 2007

Typically a wireless sensor network consists of a number of nodes that sense surrounding environment and collaboratively work to process and route the sensing data to a sink or gateway node. We propose an architecture with support of multiple routers in IPv6-based Low-power Wireless Personal Area Network (6LoWPAN). Our architecture provides traffic load balancing and increases network lifetime as well as self-healing mechanism so that in case of a router failure the network still can remain operational. Each router sends its own Router Advertisement message to nodes and all the nodes receiving the messages can select which router is the best router with the minimum hop-count and link information. We have implemented the architecture and assert our architecture helps in traffic load balancing and reducing data transmission delay for 6LoWPAN.

• International Journal of Human Ecology
• /
• v.8 no.2
• /
• pp.127-139
• /
• 2007

The purpose of this study is (1) to investigate how women's visual images in cosmetic magazine advertisements have changed over time and (2) to examine whether women's images in advertisements have changed in regards to the symbolic ambiguity of dress and appearance styles according to the time period. Social identity theory was used as the theoretical framework to understand the change of gender identity and physical appearance. The two magazines of Vogue and Working Woman were selected for the years of 1981, 1991, and 2001. The findings of the study showed that women's make-up colors portrayed in cosmetics magazine advertisements changed from artificial to natural over 20 years and messages in cosmetics magazine advertisement changed from a focus on attractiveness to a focus on skin-care and health. However, appearance styles of women in the advertisements analyzed were predominantly more feminine than masculine for the entire time period studied.

• The Journal of the Korea Contents Association
• /
• v.22 no.7
• /
• pp.102-115
• /
• 2022

To research the changes of Ramyun in Korea, this paper was went over an historical study through the content analysis of ads. from 1963 to 2012. The study period was divided into 6 stages based on GNI(Gross National Income). The advertisements were classified into new advertisements and all ones, and the advertisements of new Ramyun were categorized with 4 ways. And the most emphasized messages of advertisements and advertising models of each periods were also examined. The total number of new advertisements was 185(3.7/y) and 650 total advertisements(13.7/year). The most emphasized messages were changed from 'taste' and 'high calorie' to 'noodles', 'function(specific nutrition)'. The advertising models were actors, comedians, popular singers, in turn. The 1960's was the period when the fewest new products were advertised to consumers most often. 1980-1996 was the period when the most new products were advertised the most. During the depresseions, all ads were more frequently and new ads were lower advertised. Above results, each period was named as follow, respectively ; the Expansion period(1963~1969), the Set-up period(1970~1979), the Competition period (1980~1987), the Bipolarization period(1988~1997), the Transition period(1998~2003), the Stabilization period(2004~2012).

• Journal of the Korean Society of Costume
• /
• v.66 no.5
• /
• pp.49-65
• /
• 2016

This study investigated the effect of emotional appeals on consumers' attitude towards fair trade apparel advertisements, and their intention to purchase those fair trade apparels. The interaction effect of the advertising channel and the mediation effect of perceived consumer effectiveness(PCE) were examined. Four stimuli were manipulated using two types of emotions(positive/negative) and two types of advertising channels(magazine/SNS) were used to analyze consumers' reaction. The results demonstrated the significant differences in attitude towards ads and purchase intention according to the types of emotional appeals used in fair trade apparel ads. However, the interaction effect between the types of emotion and advertising channels was not identified. The results of mediation analysis showed that positive emotion influenced purchase intention directly without forming a favorable attitude towards the ads, whereas negative emotion had no significant influence on attitude towards the ads and purchase intention. The results also identified that PCE mediated between emotion elicited by ads and purchase intention. This study suggests that delivering images and messages that creates positive emotion should be considered when fair trade ads are produced. In addition, fair trade ads need to be devised to enhance PCE by emphasizing that ethical choices of individual consumers can change the working environment of manufacturing countries.

• The Journal of the Korea Contents Association
• /
• v.12 no.4
• /
• pp.156-163
• /
• 2012

In 2011, in the Olympus advertisement appeared a copy of 'Writing of Picture'. Usually, the verb of 'Shoot' is commonly attached behind the picture, but a new sentence was made connecting 'writing' into the picture in the advertisement. With entrance of the digital era, the digital devices became popular, and the behaviors people post messages and pictures together on the internet site also became popular. Whether we first take a picture and then make a writing later, or whether we first make a writing and then take a picture later, the meaning of 'writing' and 'shooting' is actually alike in the digital era. People now use various images and writings, at the same time, of the pictures in expressing their own selves positively. This soon means not only that the pictures are helpful for writings, but also that the delivery of the meaning is not carried out only by characters. To the digital natives who have grown within many images, this atmosphere is a natural thing. In the field of Korean language education, the study of making use of the pictures and media for writings is in progress.