• The Journal of Information Systems
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• v.25 no.2
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• pp.153-171
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• 2016

Purpose This study suggests the development of forecasting model for local cable TV advertisement. In order to verify the expected effect of the suggestion, using the causal loop map of System Dynamics, the factors affecting the prospects of cable TV commercial market were divided into 5 groups. Then targeting 97 people involved in the cable TV commercial market in Busan, Ulsan, and Gyeongnam, a survey was conducted on their perception of the current status of local advertisement market and future prospect. Design/methodology/approach The analysis of the collected data shows that workers in advertising and advertisers perceive the influence of cable TV as an advertising media to be high, while clearly understanding the problems of cable TV commercial market. Based on this the effects on the prospects of cable TV commercial market were analyzed and a forecasting method called Weighted Moving Average was applied. In order to improve accuracy of the added value of Weighted Moving Average, the 5 factors were divided into qualitative factors and quantitative factors, and using Multi-attribute Decision Making method, all the factors were normalized and weighting factors were deduced. The result of simulating the prospects of cable TV commercial market using Weighted Moving Average, both qualitative and quantitative factors showed downward turn in the market prospect for the following 10 years. Findings The result reflects generally negative perception of advertisement viewers about the prospects of cable TV commercial market. Compared to the previous studies on domestic cable TV commercials that focused on policy suggestions and surveys on perception of current status, this study has its significance in that it used scientific method and simulation for verification.

• Journal of Multimedia Information System
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• v.4 no.4
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• pp.301-306
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• 2017

This study is intended to analyze colors felt in TV commercials among video contents, to provide basic resources of color plan that can be applied to production of contents and to help acceptors to change their mood and to lower depression levels. Many studies have revealed the obvious correlation between depression and suicide, so the World Health Organization(WHO) recommends the importance of media by recognizing public that depression is a serious risk factor that leads to suicides and by asserting the necessity of establishing social environment for active treatment. Contents production companies have social and cultural responsibility to convey correct information and to make acceptors have positive emotions. If the result of colors that emotionally healthy people feel through this study is used for production of video contents, it will be helpful to lower the depression scale and to prevent and treat depression by providing visual comfort. In addition, it is expected to be used as an important basic resource for not only production of video contents but also color plan of industrial fields.

• Korean Journal of Human Ecology
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• v.8 no.2
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• pp.399-417
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• 1999

Viewers have always switched channels and they have selected by turning away from the TV and returning to the set when the content seemed more amusing. Also, people usually watch television with their family members and thus the experience of viewing is embedded uniquely in ongoing processes of family interaction. In other words, people develop patterns and habits through the act of viewing together. As viewing with family members is the most frequent mode of media exposure, the context of family viewing needs to be thoroughly examined if we are to understand the family's use of television. The purpose of this paper is to investigate the dynamic nature of television viewing behavior. With the people meter's second-by-second viewing information, first we analyze who, when, and why viewers change channels. The ensuing reduction of advertising impact due to zapping will be investigated as well. Then the focus will be shifted to the dynamic interaction of coviewing among family members. In order to further explore the in-depth nature of television viewing, actual viewing information should be cross-analyzed with respect to both demographic and psychographic variables. In this study we surveyed individual characteristics such as television watching patterns, program type preference, attitude toward commercials, channel control intensity, and personalities. We have demonstrated that the results of an meticulus analysis of survey data provide valuable insights into the dynamics of television viewing among family members.

• Archives of design research
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• v.20 no.1 s.69
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• pp.121-132
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• 2007

A change of social environment based on digital information technology has decreased the disparity of regional cultures by exchanging & consuming contemporary information & culture freely. After 1995, when local autonomous entity system was established, the local autonomous bodies competed with one another in developing the regional society with its' own resources, human powers & cultures, independently of the central government. In the competitive system, a local government is getting itself distinguished from each other in the cultural & regional properties, and brands the region with its unique events, public relations(PR) & development strategies. The environment for advertisement has changed rapidly under the spontaneous system of regional brand and competition, which means the changes of creative standard in the field of advertisement. An in-depth advertising creativity with induced impression & trust is one of the most important aspects of the advertisement to become persuasive to the public effectively. This demand has had public advertisements changed rapidly and the change of regional system's advertisements has started already. This study focuses on analyzing the status of Local Government's commercials on TV, and presenting an effective method for improving it.

• 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.

• The Korean Journal of Franchise Management
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• v.9 no.1
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• pp.17-25
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• 2018

Purpose - This study was to investigate the effect of advertising attributes on advertising attitude, brand equity, and advertising effect of TV commercials of chicken franchise brand, which is one of the most popular food service brand in recent years. Research design, data, and methodology - This study aims to see the effect of advertising attributes on advertising effectiveness and the mediating effects of advertising attitude and brand equity. A total of 200 questionaire was collected, 15 respondents were discarded due to missing information. Therefore, a total of 185 respondents were used for this study. The data were analyzed using frequency analysis, confirmatory factor analysis, correlation analysis, three-step mediation regression analysis, and path analysis with SPSS 24.0 and AMOS 24.0 statistical program. Result - The results of the study are as follows. First, the effect of brand attitude on brand attitude and brand equity, brand equity and advertising effect on brand attitude, and brand equity on advertising effect were statistically significant. As a result of the mediating effect test, it was confirmed that the attitude of the ad and the brand equity mediates partly between the ad property and the advertisement effect. Conclusions - As a result of the study, it is suggested that the informativeness and notableness affect the consumers among the advertisement attributes, so that it is necessary to be able to convey the accurate information more clearly to the consumers when composing the contents of the advertisement. In other words, in the case of the advertisement of the chicken franchise brand corporation, it will be an effective advertisement campaign if it continuously transmits the correct advertisement message to the consumers in association with the brand.

• Journal of the Korea Convergence Society
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• v.13 no.1
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• pp.179-188
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• 2022

This study discovers the general characteristics of B-class Emotional Advertisements and analyses their trend. A content analysis was conducted on 498 advertisements on-aired between 2015 and 2020, which were sampled from the advertisements registered in the TVCF(www.tvcf.co.kr), the largest advertisement web portal in the Republic of Korea. The analysis concludes that the B-class Emotional Advertisements, employed in a wide range of genre, is most incorporated in comedy/exaggeration genres and is on a rising trend due to 2020 COVID-19 Pandemic. Furthermore, it is confirmed that the utilization of B-class emotional advertisement has also increased in domain of non-commercial advertisements, such as Public Service Advertisements, Governmental/Organizational Advertisements, and Corporate Public Relations (PR) Advertisements. The study validates the transformation of the B-class emotional advertisements from a demonstration of an eccentric minority subculture to an epitome of a new and adventurous mainstream culture, successfully serving a central role in both the commercial and non-commercial sectors. Depicting the caricatures of the social, cultural and economic phenomenon and the recent surge of individual's depression, fatigue and pessimism, B-class emotional advertisements provide sympathetic and emotional alleviating ground for people that contributed to its rise.

• The Journal of the Korea Contents Association
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• v.14 no.5
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• pp.55-62
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• 2014

This study investigated the brand personality of competitive brands in the same product category by conducting the evaluation of advertising message. The common personalities and different personalities of some brands were compared. The outdoor product was chosen for a product category. 4 different brands recently launched were selected for the study. For the analysis, every 3 TV commercials of each brand were examined by experiment respondents. As a result, all brands had two common brand personalities-passion and competence. Other representative brand personalities were ruggedness, sophistication, and sincerity.

• The Korean Journal of Community Living Science
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• v.24 no.3
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• pp.313-325
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• 2013

The purpose of this study is to investigate impulse buying and the searching for sources of information among males and females in their 20s by their utilization of sales promotion in an internet fashion shopping mall. The findings were as follows: First, there was a statistically significant difference in the use of sales promotion by age and gender. Second, two factors, such as a price-oriented utilization of sales promotion and a non price-oriented utilization of sales promotion were extracted from the analysis of sub factors of the utilization of sales promotion in an internet fashion shopping mall. Third, five factors, including affective impulse buying, provocative impulsive buying, situational impulse buying, reminder impulse buying, and pure impulsive buying, were extracted from the analysis of sub factors of impulse buying in an internet fashion shopping mall. Fourth, the utilization of sales promotions in an internet fashion shopping mall had statistically significant effects on the sub factors of impulse buying, provocative impulse buying, situational impulse buying, reminder impulse buying, and pure impulse buying. Fifth, the analysis of the correlation between the utilization of sales promotion and the searching for sources of information revealed that price-oriented utilization of sales promotion had a correlation with DM or text message, advice from friends or family, advice from a sales person, information from friends or colleagues, celebrity supporters on TV dramas or movies, and product commercials and information.

• Korean Journal of Human Ecology
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• v.18 no.4
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• pp.879-889
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• 2009

The purpose of this study was to analyze the dimensions of clothing benefits sought of male and female consumers in their twenties. It also aimed to investigate the demographic characteristics associated with customers types and the relationship among the related variables by the consumers types. The data were analyzed by factor analysis, one-way ANOVA, Duncan test, cluster analysis, and $X^2$-test. The results of this study are as follows: 1) The clothing benefits consisted of five factors, which were the pursuit of style, individuality, popular brand, vogue, and practicality. Based on these five factors, respondents were classified into four consumer types, which were style-and-trend-oriented, practicality-oriented, popular brand-oriented, and fashion indifference consumers. 2) In terms of the demographics, there were significant differences in age, gender, and total income among the consumer types of clothing benefits. 3) There was a significant difference in single brand loyalty in terms of the consumers types of clothing benefits. The popular brand-oriented group showed the highest mean in the single brand loyalty, while the practicality-oriented group did the lowest. 4) There were significant differences in the selection of the stores among consumers types of clothing benefits. Specifically, the style-and-trend-oriented group the most selected department stores, while practicality-oriented group chose fashion outlets or online shopping malls the most. Additionally, in terms of the information sources, the style-and-trend-oriented group the most frequently used magazine ads, while the popular-brand-oriented group preferred commercials on TV or radio, direct mail, or flyers from department stores. On the other hand, the fashion indifference group the most frequently used mass media.