• Journal of Korea Entertainment Industry Association
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• v.14 no.6
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• pp.61-76
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• 2020

As the media environment changes rapidly, the size of the online advertising market is growing rapidly. However, consumer's trustfulness in online advertising is much lower than that of old media, and there is also a phenomenon of advertising avoidance. Thus, in this study, advertising skepticism, advertising appeals, involvement, and FCB Grid theory were used to provide Youtube and advertisers with implications for advertising strategies. It was intended to provide a way to lower consumer advertising avoidance. As a result of Research 1, consumers with high advertising avoidance showed low advertising attitudes, brand attitudes, and attitudes toward products. In addition, there was no difference in gender, and when the frequency of online video viewing decreased and the age increased, advertising avoidance increased. Research 2 shows that consumers with high levels of advertising skepticism showed a high level of advertising attitude when the level of involvement was low and transformational appeal was high. In the FCB Grid model, consumers with high levels of advertising skepticism are found to be suitable for transformational appeal advertising. These results mean that Youtube and advertisers should think important about advertising skepticism, which is the cause of advertising avoidance, and that consumers with high levels of advertising skepticism should be presented with advertisements suitable for each type of product in the online advertising market.

• Journal of the Korean Society of School Health
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• v.8 no.2
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• pp.257-275
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• 1995

The purpose of this study was to provide basic data for preventing the youth from their dug abuse and contributing to improve their health. A total of 1,210 students of middle and high schools in Pusan were selected to answer this questionnaire. The data was collected from March 23 to April 6, 1995. The major findings of this study are as follows; 1) The attitude about drugs of middle and high school students was desirable. By groups, girl students showed more desirable attitude than boy students, and middle school students than high school students. 2) For the experience of drinking coffee, 70.4% of the subjects of survey answered that they have had:62.4% of middle school students and 78.9% of high school students. For the stated time of drinking coffee 59.8% of them, the largest number, said from middle school days. 3) For the experience of drinking alcoholic liquors, 40.4% of the subjects of survey answered that they have had: 51.4%n of boy students and 29.5% of girl students, 23.4% of middle school students and 57.7% of high school students. For the started time of drinking liquors 53.1% of them, the largest number, said from middle school days. 4) For the experience of smoking, 24.8% of the subjects of survey answered that they have had: 37.2% of boy students and 12.5% of girl students, 16.3% of middle school students and 33.3% of high school students. For the started time of smoking 52.0% of them, the largest number, said from middle school days. 5) For the experience of drugs, 6.3% of the subjects of survey answered that they have had. For the started time of abusing drugs 71.0% of them, the largest number, said from middle school days. The kinds and composing ratio of abused drugs were: Timing was 51.4%, bond 20.3%, butane gas 12.6%, thinner 3.8%, methamphetamine 1.9% and mescaline 1.9%. 6) The attitude points toward drugs in case of not taking coffee and liquors, smoking and abusing drugs were higher than the points in case of taking them. 7) The rate of abusing drugs in case of taking coffee and liquors and smoking was higher than that in case of not taking them and smoking.

• Korean Business Review
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• v.13
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• pp.67-87
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• 2000

There has been remarkable growth in the study of the role played by affect in advertising in the past 16 year. The research of the role in advertising has studied in different perspectives, provide guidelines for practicers. But the evidence of these research have limits to service advertising creative strategy, because of no integrated framework. The goal is to provide broad assessment and insight of the role played by affect in advertising from academic literature. This article are discussed the concept relating affect, the type of advertising appeal, affect and context effects, affect and individual different in reponses, affect and attitude toward the ad in advertising. Finally, from a critical analysis of state knowledge, this article suggested 5 directions for future research in the recommended areas.

• The Journal of the Korea Contents Association
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• v.12 no.11
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• pp.76-87
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• 2012

This study examined Korean and the U.S.A..'s television anti-smoking advertisements that were coined to discourage adults and teens smoking. A content analysis of 71 television advertisements listed in the "Smoking Guidance Program" operated by Korea Health Promotion Foundation. This study evaluated to detect whether the advertising content reflected core health communication theories such as health belief model, theory of reasoned action, and social cognitive theory used in the designing of anti-smoking ad message to change behavior and attitudes toward smoking unfavorably. The results showed that Korean anti-smoking ads mostly relied on social norm messages, followed by smoking attitude. The message of modeling and self-efficacy was least used; while, the U.S.A. ads focused more on modeling and self efficacy. This difference comes from the cultural difference. Namely, Korea focused more on collectivism rather than individualism. The anti-smoking ads of Korea and the U.S.A. most frequently adopted horror and humor rather than sadness, no appeal, and angry. The ads targeted more on adults rather than teens. The research identifies the types of advertisements that are most likely to utilized and underutilize in the Korea and U.S.A. anti-smoking ads and contribute to further understandings of anti-smoking ads theoretically.