• International Journal of Human Ecology
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• v.15 no.1
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• pp.64-71
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• 2014

This study empirically compares the influence of sex-appeal fashion Point-of-Purchase (POP) types on attitude towards advertising. It also highlights the moderating roles of gender and the level of sensation seeking. Three sex-appeal fashion POP types (nude/semi-nude/body conscious) were developed for this study and the interaction effect of the types of sex-appeal fashion POP advertising and gender was tested. In addition, interaction effect of the types of sex-appeal fashion POP advertising and the level of sensation seeking (high/low) was tested. The results found that gender influenced consumer attitudes toward sex-appeal fashion POP advertising type. Male consumers showed a more favorable attitude toward advertising for the nude type than others; however, female consumers showed a more favorable attitude toward advertising for semi-nude and body conscious type than the nude type. The results also found a significant two-way interaction effect of sexual POP advertising types and sensation seeking on attitude toward POP advertising. High sensation seekers preferred nude and semi-nude type POP advertising to body conscious POP advertising. It is useful to investigate how various marketing factors support attitude toward POP advertising in the context of sexual fashion POP advertising and which factors exert the strongest influence within different degrees of nudity.

• Journal of the Korean Society of Clothing and Textiles
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• v.19 no.1
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• pp.3-12
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• 1995

The purpose of this study were to identify the types of consumer responses and to investigate the attitude formation process toward the fashion advertising. A consusmer attitude model for the fashion advertising and to select relevant variables. A consumer attitude model was composed of the prior brand attitude, the consumer re, ;posses (affective, cognitive) the advertising attitude, the brand attitude, and the purchase intention paradigm. The result of this study were as follows: 1. Consumer responses on the fashion advertising were distingished between affective response and cognitive responses and the degree of responses differed by the advertising appeals types (emotional advertising, sex appeal advertising and product attribute advertising). 2. The main casual course of the fashion advertising was that the prior brand attitude $\rightarrow$ the consumer responses (affective, congnitive) $\rightarrow$ the advertising attitude $\rightarrow$ the brand attitude $\rightarrow$ the purcha, ie intention. These attitude formation process was differed by the advertising appeals types. Finally, consumer responses on the fashion advertising were disinguished beween affective responses and congitive responses, and were affected to advertising attitude, brand attitude, purchase intention. These consumer attitude formation process was differed by the advertising appeals.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.3 no.4
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• pp.59-88
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• 2008

For the success of the DMB market to meet consumers' demands for Ubiquitous Media and strengthen the nation's competitiveness, it's inevitable for us to activate DMB advertising as of main profit source for DMB Media, and to develop various types of DMB advertising which are linked to the profit model. So I'd like to look over the various types of DMB advertising which are suitable for DMB features as one of the efforts to activate DMB advertising. First of all, I've figured out what kinds of advertising are available for new media and which related technologies are required for DMB media. Through this research, I could find out what features of new media such as cable broadcasting, Internet and Mobile have become the source of developing various types of advertising and how to a great part to activate new media advertising markets by making the best use of their media features. This research also shows that DMB advertising has the high potential to be developed in various and effective types and kinds of advertising with its media feature and technological feature. This research observing DMB advertising cases showed that DMB advertising can be divided into 6 types such as forms, purposes, techniques, advertising positions, the use of LBS(Location Based Service), coupons and it could be developed into various kinds of DMB advertising dependent on each type. On the other hands, it would be great to have continual researches and follow-ups for various types of DMB advertising and the verification of the effectiveness for DMB advertising by performing potential DMB advertising.

• International Journal of Internet, Broadcasting and Communication
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• v.12 no.2
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• pp.66-76
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• 2020

We The 4th industrial revolution, the core characteristics of super-intelligence, hyper-connective, and ultrareality, has been actualized. New technologies such as artificial intelligence, big data, the Internet of Things, and high-tech video have begun to be applied to media and advertising. With the introduction of new technologies in the advertising field, innovative changes in advertising types, advertising effects, advertising methods, and advertising contents are expected. Accordingly, We intends to design a future advertising roadmap development by predicting how future advertising will change and develop through future technologies in the 4th industrial revolution era. To design the roadmap, this study analyzes changes in advertising technology, consumer, and media as changes in the advertising environment in the 4th industrial revolution era, and identifies the core changing trends, advertising factors in future advertising through the Delphi Survey on experts in advertising and future fields. We identifies how the future advertising technology, types, media, effects, and fields are developed by the changes of future advertising environments, including technology, consumers, and media in the 4th industrial revolution era. Hence it is expected to help the advertising industry and experts to prepare for future changes.

• International Journal of Internet, Broadcasting and Communication
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• v.12 no.4
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• pp.137-147
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• 2020

The Corona 19 pandemic is bringing a big change in the fields of politics, economy, society, culture, environment, ecosystem, science and technology, and business management activities and advertising. Therefore, in this study, after the Corona 19 pandemic, we predicted how the characteristics of future advertising and the types of future advertising will change, and we studied countermeasures. We used, a method of analyzing related literature and the Delphi Survey method predicting the future, as a research method. As expert Panel, the subject of the Delphi technique survey, we recruited 30 experts in the field of advertising and future fields with professional insight. We study to predict how the characteristics of future advertising and the types of future advertising will change according to changes in the advertising environment such as social changes, business changes, and consumer changes after the Corona 19 pandemic. In order to cope with these changes in future advertising, it is necessary to actively prepare the advertising industry and advertising experts. Therefore, we suggested countermeasures so that the advertising industry and advertising experts can understand and respond for future advertising changes.

• Journal of Distribution Science
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• v.11 no.11
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• pp.77-82
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• 2013

Purpose - This study investigated whether there are differences in advertising effects depending on the type of advertising, divided into public service announcements (PSA) and commercial advertisements, and the form of advertising model. Research Design, Data, and Methodology - By investigating the difference in advertising effects due to the type of advertising and form of advertising model, the study was expected to reveal the optimal advertisements for achieving the desired advertising effects. The subjects were Jangan University students in their first and second year, with 102 copies of the survey questionnaire received for analysis. Results - The findings were different for the celebrities, professionals, and CEOs, except for the PSA; further, they were different among celebrities, professionals and the other types of model, except CEO, in commercial advertising. Simple regression results showed that both the professionals and CEO models had a positive impact on the effect of advertising in the case of the PSA. Conclusion - These results suggested that appropriate selection of the form of advertising model is a very important factor. Conversely, it has been suggested that the celebrity model is the most effective, reflecting the trend for commercial advertisements.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.1
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• pp.40-49
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• 2010

This study investigates the differences in: 1) attitudes toward the advertising ofjeans, buying intension, importance of merchandise selection factors, and utilization of information sources among groups according to the level of fashion involvement 2) attitudes toward advertising and buying intension among types of advertising 3) importance among merchandise selection factors 4) utilization among types of information source. Questionnaires were distributed to 300 men and women between 10 and 30 years of age. A sample of 286 men and women responded to the questionnaire. Using SPSS/PC version 12.0, factor analysis, reliability analysis, analysis of variance, and randomized block design are used for the data analysis. The results showed significant differences in: 1) attitudes toward the advertising of jeans, buying intension, importance of merchandise selection factors, and utilization of information source among groups according to levels of fashion involvement 2) attitudes toward advertising and buying intension among types of advertising 3) importance among merchandise selection factors 4) utilization among types of information sources.

• Journal of the Korean Society of Clothing and Textiles
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• v.23 no.7
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• pp.1040-1051
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• 1999

The objective of this study was to search out the motive and it's degree of the advertising involvement and to verify how the consumer's reaction have influenced on the effect of the advertising. In this study the questionaries used and objects were 236 working women form 20 to 39 years old. The dates were analyzed by reliability mean standard deviation percentage Duncan test t-test factor analysis correlation ANOVA and regression. The outcome of the analysis can be as follows : 1. Consumer's advertising involvement in the clothing goods was standing on 'Emotional' 'Expressional' or 'Economical' position. Among the factors affecting the consumer'sbehaviors. 'Usefulness' 'Like or Dislike' or 'Uniqueness' are the major 3 bases for perceptive evaluation 'Activity' 'Uncomfortableness' and 'Tranquility' are the 3 factors extracted from consumer's emotional reaction. 2 There was little difference in the size of advertising effect among the cluster types classified by each difference motive of the clothing advertising involvement. 3. Perceptive evaluation of the types of advertising appeal the non-sex-appeal advertising was inclined to "Usefulenss' or 'likes' while the sex-appeal advertising depending rather highy on 'Uniqueness' In respect of emotional reaction "Tranquility' was on non-sex-appeal advertising while more 'Activity' or 'Uncomfortable' feeling were on sex-appeal advertising. 4. In the light of 'advertising style' 'brand image' or 'purchase stimulation' the non-sex-appeal advertising was rather favorable received by the consumer's than the sex-appealing one. 5. All those surrounding factors excluding the 'uniqueness' are closely co-related to purchase stimulation.

• The Journal of the Korea Contents Association
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• v.7 no.9
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• pp.44-53
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• 2007

The purpose of this study is to identify the most efficient expression method by analyzing advertising expression method by 16 types of product in internet advertising. First of all, It made inquiries about expression method and attitude of internet advertising for this study and identified a conception, characteristics, and types of internet advertising through literature reviews about internet advertising. This study offered expression the korean alphabet, hangout about banners ads, sponsorship ads, interstitial ads and pop-up ads. This study analyzed advertising expression, advertising effectiveness and advertising attitude by 16 types of product in internet advertising. In conclusion, the marketers of internet advertising have to effort to make internet advertisements that suit their advertising purpose by using the right expression method of internet advertising because they know internet advertising are quite different the expression method, advertising effectiveness, and advertising attitude. And they have to convert negative attitude or medium size attitude of internet advertising into positive attitude in the future.

• Science of Emotion and Sensibility
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• v.15 no.4
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• pp.489-502
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• 2012

Storytelling advertising is one of the most popular ad types in marketing field. However, there has been little attention to storytelling ads in consumer and advertising research. To examine the effectiveness of different types of advertising, this study collected 9 commertial ads, which consisted of 3 advertising types(storytelling, informative, image) ${\times}$ 3 products(digital camera, coffee, health drink). We investigated the differences in emotions after ads and arousal level, as well as the advertising effectiveness among the three types of advertising. Preliminary analysis revealed that the emotions after ads could classified into two distinct emotion types, affective emotions and cognitive emotions, and we used the two emotion types as emotions after ads to simplify the results. The results indicate that the storytelling ads are more effective than the image ads, but this power of storytelling ads may not be found in the comparison with informative ads. It is also found that storytelling ads can help form a more positive attitude for males than for females, whereas image ads can have an more impact on females than males. In addition, it can be proposed that affective emotions after ads may play an important role in the effectiveness of advertising types, but the interaction effects of advertising types and gender may depend on the cognitive emotions after ads.