• Journal of the Korean Society of Safety
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• 제34권6호
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• pp.76-87
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• 2019

This study was conducted to check the cabin crew's safety perception in relation to the airline's safety climate and cabin crew's safety action and to verify that the safety perception's mediation effects. The results of the study confirmed that all three factors of the safety climate have a significant impact on safety perception, and among them, safety practice is the most significant. Accordingly, Airlines need to establish a community that enables real-time information exchange for air accidents so that the cabin crew can present real-time examples of safety-related accidents. In addition, it will be necessary to work with external safety agencies to form an active attitude for the establishment of safety procedures in order to prevent recurrence of safety problems while considering the causes of such incidents internally in the event of an airline safety accident. In addition, it was confirmed that safety training was the most significant factor to safety action, among which all three elements of the safety climate had a significant effect on safety action. Therefore, airlines need to expand practical training on aircraft to full-scale safety training to build an immediate resolution for cabin crews in the event of an air accident. In addition, safety training should be established to encourage collaboration among aviation safety-related personnel to participate in safety training together to address aviation safety from a diverse point of view. Safety perception was has a significant effect on safe action. Therefore, airlines should reinforce the airline's safety management system by checking the status of the cabin crew's safety perception extending the level of punishment to the scope of retirement or disqualification to establish a firm awareness of safety. Finally, the safety perception has demonstrated partial mediation effects in relation to the safety climate and safety action. Therefore, the airline needs to improve the duties of the cabin crew that interferes with cabin safety duties. In addition, airlines should utilize advertisements emphasizing that safety is first.

• International Journal of Internet, Broadcasting and Communication
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• 제15권1호
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• pp.126-139
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• 2023

At present, naked-eye 3D appears more and more commonly on the facades of urban buildings. It brings an incredible visual experience to the audience by simulating the natural 3D 3D space effect. At the same time, it also creates enormous commercial value for city publicity and commercial advertisements. There is much research on naked-eye 3D visual effects, but for right-angle LED screens. Right-angle LED screen's brand-new expression method that has only become popular in recent years, how to convey a realistic naked-eye 3D effect through two LED screens combined at right angles has become a problem worth exploring. To explore the whole design ideas and production process of the naked-eye 3D impact of the right-angle LED screen, this paper is a preliminary study aimed at understanding the performance principle and expression features. Before the case analysis, first, understand the standard virtual 3D space construction techniques. Combining it with the optical illusion phenomenon, according to the expression principle of the naked-eye 3D effect of the right-angle LED screen, it can be summarized into seven expressions: Shadow, Color contrast, Background structure line, Magnify object, Object out of bounds, Object floating, Fusion of picture and background. By analyzing the optical illusion phenomenon used in the case, we summarized the main performance characteristics of the naked eye 3D effect. The emergence of right-angle LED screens breaks the limitation of a single plane of optical illusion art, perfectly combines building facades with naked-eye 3D visual effects, and provides designers with a brand-new creative platform. Understanding its production principles and main expressive features can help designers enter this innovative platform better.

• The Journal of the Korea Contents Association
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• 제17권2호
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• pp.656-677
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• 2017

This study aims to examine the effects of native advertising on consumer-brand relationship quality (BRQ) formation of the potential consumers in the context of an automotive brand. Specifically, the study verifies (1) whether the respondents cognize the content of native advertisement as an advertisement and (2) how the value dimensions of native advertising impact BRQ through brand attitude (BAT). To fulfill the purposes, the researchers categorized three types of advertisements (product, brand and non-commercial) and then showed three manipulated stimuli to potential consumers in the automotive market before measuring. The findings drawn from the 345 valid cases are as following. First, the rate of respondents' advertising recognition is low in the non-commercial advertisement, while it is high in ones of product and brand. Second, most of the respondents perceive less irritation toward the native ads, especially toward the non-commercial advertisement. Third, the entertainment and informativeness of native advertising positively influence BRQ, while the effect of irritation on BRQ is negative. Also, the effects of advertising value dimensions on BRQ are all mediated by BAT.

• Journal of Digital Convergence
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• 제16권10호
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• pp.281-288
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• 2018

Cigarette warning pictures are one of the most effective smoking cessation policies, and this is an effective way to promote smoking cessation by conveying the risk of smoking through pictures. However, the recent advertisement of new cigarettes in retail stores has potentially increased tobacco purchase intention by weakening the effect of the warning picture. Therefore, this study examined the problems of the new cigarette advertisement method by analyzing the effect of this method on cigarette warning pictures. For this purpose, 275 men and women were surveyed nationwide, and this study compared the cognitive and emotional effects, and purchase intentions of the new cigarette advertisements with existing advertisement methods through MANCOVA. The results show that the new cigarette advertising method affects the emotions, cognitions, and purchase intentions related to the cigarette warning pictures and have adverse effects on the original purpose of the cigarette warning pictures. This implies that regulatory standards and institutional arrangements are necessary for effective new cigarette advertising.

• Asia Marketing Journal
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• 제7권3호
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• pp.29-51
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• 2005

The present study extends Alden et al.'s (Alden, Steenkamp, and Batra 1999) study of cultural brand positioning through advertising, in which global cultural positioning is distinguished from foreign cultural positioning and local cultural positioning. The present study explores differences in the brand personality between global cultural positioning ads and local cultural positioning ads and investigates the effect of each type of cultural positioning strategy on the brand attitude. A content analysis was conducted for the Chinese print advertisements of Korean brands in order to examine the brand personalities developed by each type of cultural positioning strategy. Substantial differences in the brand personality were not found between the cultural positioning strategies. An experiment was conducted using Chinese consumers in order to test the effect of the cultural positioning strategy on the brand attitude. The global cultural positioning was found to be more effective than the local cultural positioning in general, and the Korean cultural positioning was found to be more effective than the local cultural positioning only for the younger consumers.

• Journal of the Korea Convergence Society
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• 제12권8호
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• pp.123-129
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• 2021

MZ Generation has multipersona and characteristics that create various egos depending on the situation, and fashion styling is also expressed differently by each persona. Thus, this study investigates how to provide a multipersona or characteristic user experience to fashion shopping applications. Traditional fashion shopping apps, which focus on items, colors, and advertisements, have difficulty solving the problems of MZ generation fashion, so it is necessary to actively utilize their characteristics. We investigate the definitions and characteristics of multipersona and generation MZ, and identify the shopping behavior of generation MZ through prior research. We also analyze cases and improvements that indirectly utilize multipersona in fashion shopping apps. Four UX elements were derived through user interviews to identify needs and It was possible to derive positive effects, such as providing a shopping experience by forming one's own fashion characters in a personalized fashion beyond the existing fashion recommendation frame, which helps to worry about styling and gives a different experience.

• KIPS Transactions on Software and Data Engineering
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• 제9권9호
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• pp.259-266
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• 2020

In this paper, we propose a novel scheme for product effect analysis, termed PEM, to find out the effectiveness of products used for improving the current condition, such as health supplements and cosmetics, by utilizing online customer reviews. The proposed technique preprocesses online customer reviews to remove advertisements automatically, constructs the word dictionary composed of symptoms, effects, increases, and decreases, and measures products' effects from online customer reviews. Using Naver Shopping Review datasets collected through crawling, we evaluated the performance of PEM compared to those of two methods using traditional sentiment dictionary and an RNN model, respectively. Our experimental results shows that the proposed technique outperforms the other two methods. In addition, by applying the proposed technique to the online customer reviews of atopic dermatitis and acne, effective treatments for them were found appeared on online social media. The proposed product effect analysis technique presented in this paper can be applied to various products and social media because it can score the effect of products from reviews of various media including blogs.

• The Journal of the Korea Contents Association
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• 제18권8호
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• pp.544-560
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• 2018

Cause-Related Marketing is the process of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue-providing exchanges that satisfy organizational and individual objectives. Many companies obtain benefits such as increasing sales profits and fulfilling social responsibility activities from Cause-Related Marketing as a strategic marketing activity. The purpose of this study is to analyze the effects of message of Cause-Related Marketing on consumer attitude, and to examine the moderating effects of ethical consumption propensity, social trust and types of product(utilitarian vs. hedonic) on consumer's product attitude. The research results show that consumers tend to adopt a positive attitude towards those advertisements with Cause-Related Marketing message. In the meanwhile, the ethical consumption propensity and social trust also have moderating effects on Cause-Related Marketing message's influence, but the types of product have no moderating effect. Based on the findings, the theoretical and managerial implication are discussed. In addition, some limitations of this study and future research directions are discussed.

• Journal of Service Research and Studies
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• 제13권3호
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• pp.127-146
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• 2023

Recently, digital advertising has shifted towards delivering messages through short ads of less than 15 seconds, and on social media, ads need to convey the message within 5 seconds before consumers skip them. Although the length of advertisements has decreased, advancements in artificial intelligence algorithms and big data analysis have made it possible to deliver personalized messages that cater to consumers' interests. In this changing landscape, the importance of delivering tailored messages through short and efficient ads is increasing. In this study, we examined the effects of message framing as part of effective message delivery. Specifically, we examined the differences in the effects of two framings, "health" and "environment," for vegan products. The growing consumer interest in health and the environment has elevated the interest in vegan products, and the vegan market is expanding rapidly. Consumers purchase vegan products not only for personal health benefits but also due to their ethical responsibility towards the environment, which can be considered ethical consumption. Previous research has not shown the differences in the effects between health and environment message framings, and the research has been limited to vegan food products. This study investigates the differences in the effects of health and environment message framings using a dish soap product category. By identifying which advertising messages, either health or environment, are more effective in promoting vegan products, this study provides insights for companies to enhance their message framing strategies effectively.

• The Journal of the Korea Contents Association
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• 제19권10호
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• pp.593-606
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• 2019

This study examines effective message strategies that fit with the characteristics of retargeting advertisements, based on the Construal Level Theory. First, we investigate whether the social distance that applies between interpersonal interactions can also be observable in an online environment and test the effects of social distance, depending on the type of online sites. We then examine consumers' construal level when social and temporal distances interplay, and how the effects of the messages change accordingly. As a result, social distance and message construal levels by website type were consistent with existing CLT studies. However, the hypothesis that advertising effects will be higher only when all, multidimensions' distances and construal levels of messages match, was partially supported. Also the current view, that the consumers' evaluations will show no difference to when either or both dimensions are distal, was rejected. Instead, when a discrepancy between temporal and social distance was present, the construal level of the message was more effective when congruent with the social distance out the two dimensions. Hence, it is possible to infer that the influence of psychological distance may vary depending on the dimension of distance.