• Archives of design research
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• v.18 no.2 s.60
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• pp.27-36
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• 2005

Illustrations in advertisement uses various social and cultural codes to stimulate the desire to buy in consumers in the first place, since this is an economic phenomenon orchestrated to sell a product. Hence, factors outside the product per se, such as tradition, social issues and class consciousness are introduced. Especially, in modern advertisement a strategy is adopted to differentiate standard products produced by mass production. In order to do so, such factors as mentioned above become as important as physical characteristics of the product per se and its usage value. As a result, phrases or images used for advertisement can have independent influences on the society irrespective of the sales effects on the product. In this respect, it is fair to state that advertisement reflects the phases and consciousness of a given period as a cultural phenomenon. Therefore, based on the premise of characteristics and roles attributed to the advertisement, this thesis proposes to make a comparative study on the images of women in commercial advertisement in Korea during Japanese Imperialism and China during Cultural Colonial period dating from 1900 to 1945. The starting point of this research will cover the period of foreign trade and Japanese Imperialism in Korea and interference of Western Power in China. It will also investigate on the birth of Korean advertisement by Japanese Imperialists and Chinese modern advertisement along with the modernization of Shanghai. Then, I propose to present the illustrations of women in advertisements based on comparative study of their characteristics and expressions as observed in several case studies both in Korea and China. Connotative meanings in such advertisement will be investigated in the context of political, economic and cultural dominance.

• The Journal of the Korea Contents Association
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• v.17 no.10
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• pp.503-517
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• 2017

After a few recent documentary films had commercial success, factors for their success are getting attention. This paper explores the factors of the financial success of two documentary films. "My Love, Don't Cross That River" gained extended popularity with its universal message, and "Two Doors" conveyed a poweful political message. This paper conducted a case study by inteviewing production directors and distribution managers. Analysis was based on the three categories suggested by Litman and Kohl(1989): creative sphere, distribution-scheduling release pattern, and marketing efforts. Findings present the common factors of the two movies' success in the following areas: persons and events showing a powerful reality, a message with new and fresh insight, artistic quality, distribution strategy with timely scheduling, release time (period), public relations, and advertising.. In addition, "My Love, Don't Cross That River" was helped by a sufficient budget for scheduling/releasing and advertising. Its wide-release stratergy worked as well. "Two Doors" was aided by the government support for release and by the special factor called 'Participating viewer'. By examining the factors of documentary films' commercial success, this study has an implication for the popularization of documentary movies by indicating how to strategically apply relevant factors.

• Archives of design research
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• v.17 no.3
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• pp.303-312
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• 2004

The purpose of this study is to activate the study on movercial. To accomplish of this, the objectives of this study are two-fold. First, this study attempts to find out how movercial are interpreted and experienced compared to product placement; and secondly, to delineate experience and interpretation in terms of the themes of movie centrality and consumption-specific relevance. This study attempted qualitative approach comparing to the criteria consisted of the themes of movie centrality and consumption-specific relevance to gain in-depth understanding of how movercial which is popped up and regarded as a newly creative format in the diffusion of internet culture and mobile communication environment is experienced and interpreted. For this aim, the moviegoer informants were classified into frequent and infrequent based on the classification method of previous product placement study of Delorme & Reid(1999) and Focus Group Interviews and In-depth Interviews were executed for understanding of how are experienced. Major implications of this study were as follows. First, prior experience of brand exposure from movercial enhanced familiarity for advertising in real-life. Second, movercial can be used to influential tools for purchasing decision with advertising and product placement. Third, informants experienced uncomfortable feeling of change and discomfort against the format of hybrid commercial message such as movercial and PPL which is penetrating into the culture and art at large.

• Journal of the Korean Data and Information Science Society
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• v.23 no.5
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• pp.939-948
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• 2012

The most widely used data mining technique is to explore association rules. This technique has been used to find the relationship between items in a massive database based on the interestingness measures such as support, confidence, lift, etc. Association rules are frequently used by retail stores to assist in marketing, advertising, floor placement, and inventory control.In general, association rule technique generates the rule, 'If A, then B.', whereas negative association rule technique generates the rule, 'If A, then not B.', or 'If not A, then B.'. We can determine whether we promote other products in addition to promote its products only if we add negative association rules to existing association rules. In this paper, we proposed the negatively attributable and pure confidence to overcome the problems faced by negative association rule technique, and then we checked three conditions for interestingness measure. The comparative studies with negative confidence, negatively pure confidence, and negatively attributable and pure confidence are shown by numerical examples. The results show that the negatively attributable and pure confidence is better than negative confidence and negatively pure confidence.

• Journal of Science of Art and Design
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• v.1
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• pp.267-303
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• 1999

The visual humor can be regarded as an original source for creative ideation. There are several types of humor. for example,'wit, satire, irony and so on. These can be motivations of developing an up-to-date idea. Wit differs from most humor in being purely intellectual, rather than relying on incongruities that come up naturally in many situations. The humor of words contains pun, hyperbole, repetition, and comparison or contrast. Especially in case of pun, it can be most important type of humor for making analytical and humorous effects visually. Pun, meaning the humor of double meaning, furnish us with much of our humor. The concept of pun is the most valuable for creating the visual humor by substituting, combining and manipulating symbols. There are essentially three distinct categories of puns : the literal pun, the suggestive pun, and the comparative pun. All types of puns belong to one of these three groups. The definitions are simple to understand and easy to apply for creating the visual humor, In order to develop a better conceptual model, (this researcher) reexamine the concept of humor, the relationship of humor to various types of message processing, and the relationship of humor to various aspects of message. This thesis. is primarily concerned with basic theories of humor such as concepts of humor, types of humor and analysis of humor. And this contains the research of humor's communications effects and theory of humor response with literature reviews. Modem theories of humor response generally fall into three major schools : Incongruity theories, Superiority theories and Arousal (Relief theories. Together these three approaches address the cognitive-perceptual, affective-evaluative and psycho-dynamic dimensions of a subject's humor response. The literature research of humor and humor response theory in communications and visual communications can help the visual application of humor concepts and usefulness of visual humor appeals. This research agreed that the humor and visual humor must be very effective at being as a means for the advertising expression, not for the purpose itself. In addition, this research is aimed at studying significations and usefulness of visual humor through semiotic approaches in the near future. Then it can be essencial research for the appropriate situational uses of humor related to media, product, and audience factors, such as nationality, age, standard of living, sexuality, and so on.

• Journal of the Korean Geographical Society
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• v.38 no.3
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• pp.413-425
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• 2003

This article aims to validate empirically and verify theoretically, the applicability of the spa town life cycle model to Bath Spa located in United Kingdom. In order to test the model, the indicators of the model that associated with the rate of transportation infrastructure, the length of stay, tourist facilities, competitive resorts, advertising, tourism policy, environmental problem and the attitude of residents were examined through a comparative analysis. According to the result of this research, the indicators of 7 items excepting competitive resorts applied to Bath Spa. The competitive resorts of Bath Spa emerge at the maturity stage differing from the model that appeared at the stagnation stage. In conclusion if the new hypothesis of competitive resorts is added to the model, the model will be applied to western spa town, which has a small scale and a long history.

• Journal of the Korean Society of Costume
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• v.55 no.5 s.95
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• pp.28-42
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• 2005

Objectives of this study were to investigate about the avatar's fashion products efficiency on casual wear advertisements to study about the effect of avatar's clothing image provided by apparel industry and to investigate about the effort of avatar's fashion product on apparel advertisement for fundamental data on the avatar's fashion marketing. Following were the summaries of the results: First, in terms of the correlation between avatar's clothing and casual brand images of nate avatar's fashion marketing, avatar's clothing image of FUBU male, female and maru male, female that is reformative, characteristical, unique and sensitive to latest fashion has positive correlation with FUBU and maru brand images. Therefore, consumers' higher perception on avatar's clothing image that are 'reformative', 'characteristical' and 'unique', indicated higher casual brand image perception, proving avatar's clothing image is effective in suggesting the brand. Second, in terms of advertising the avatar by clothing them with garments of each brand and comparing avatar's clothing and casual brand images, active avatar's clothing image of FUBU male, female emphasized active brand image of FUBU. However, FUBU male avatar's clothing image did not emphasize 'reformative', 'characteristical', 'cool', or 'sensitive to latest fashion' images compared to FUBU female avatar's clothing image. Also, in case of maru, 'male', 'conseuative' and 'insensitive to latest fashion' image of male avatar clothing emphasized maru brand image. Maru female's 'unpractical' ,'female' and 'characteristical' images emphasized maru brand image.

• Journal of Families and Better Life
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• v.9 no.1 s.17
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• pp.187-202
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• 1991

The purpose of this study is to analyze what attitude housewives hove to the TV advertisement and how their purchasing behavior is proceeding by information acquisition. Questionaire survey method was used in this research. The sample was taken from 437 housewives living is Seoul, form 4th of Feb. to 13th of Feb, in 1991. Used statistical methods were Frequency, Percentage, Crosstabs, One-way Anova, Duncan-test, and Regression Analysis. The major findings are summarized as follows : 1) The attitude to the TV advertisement according to the socio-demographic variables : TV advertisement seeing and hearing, the necessity of TV advertisement, and the attitude to the new advertisement are all found significant difference by age and education. The feeling to the false of TV advertisement is found significant difference by age, education, and income. 2) The purchasing behavior with TV advertisement information is most influenced by utilization of TV advertisement for all four goods(home medicine, milk product, detergent, durable goods). 3) The interest to the TV advertisement according to the TV advertisement information acquired: The degree to the utilization of TV advertisement and the necessity of TV advertisement when they buy goods were most influenced by conversation about the TV advertisement. 4) The purchasing behavior to the TV advertisement information acquired : The degree of influence was more affected by conversation about the TV advertisement for four goods, The degree of confidence was influenced by conversation about the TV advertisement for four goods. The degree of confidence was influenced by conversation about the TV advertisement for house medicine and detergent. The degree of satisfaction was not significant for all four goods, and the comparative appraisement was influenced by conversation about the TV advertisement for detergent and durable goods.

• The Journal of the Korea Contents Association
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• v.13 no.7
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• pp.80-90
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• 2013

Despite the growing popularity of gay consumers as a fetching niche market, there has been little academic attention paid to the homosexual themes in print media, especially compared to research on gender, race, and sex imagery in ads. The present study aims to fill this void by examining advertisements with three different target audiences(homosexual, metrosexual, retrosexual consumer) through a comparative analysis of contemporary magazine advertisements. In this present study, we analyzed ads in three leading men's magazines (Out, GQ, and Maxim). Product (product category, price, and luxury brand) and human model (basic descriptions, sexuality, status, and masculinity) characteristics in ads were analyzed as the variables signifying the degrees of gay themes in ads across three magazines. The results showed that more expensive luxury brands were placed in GQ and Out than Maxim, and more male models were under-sexualized in Maxim than GQ and Out.

• Journal of Digital Convergence
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• v.20 no.4
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• pp.617-625
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• 2022

This study attempted to compare and analyze metaverse platforms according to their functions. The five metaverse platform was selected and comparatively analyzed through in-depth interviews with experts. As a result of the research, first, Roblox allows you to create and customize your own avatar, provides studio functions for free, and allows you to enjoy private games with friends. Second, Zepeto can create an avatar with one selfie and provides a creative studio function. Third, in Fortnite, it is possible to create in-game characters, purchase and wear items provided in the game, and play games with friends in Creative Mode. Fourth, in Gather Town, networking with users in virtual space is possible, and your own avatar customization and desired virtual space template are provided. Finally, Facebook Horizon participates in the virtual world Horizon with its own avatar that you decorate yourself, and it can function as a world builder, and you can set up a billboard in virtual reality or a virtual store. The value of this study provided a theoretical basis that can be applied to the future industry through the characteristics of the metaverse platform.