• The Journal of the Korea Contents Association
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• v.19 no.10
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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.

• Journal of Technology Innovation
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• v.6 no.1
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• pp.99-127
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• 1998

The purposes of this study are first, to plan communication strategies for promoting the 1st National Science Festival and other events of the April 1997's Science Month in Koreas; second, to monitor communication activities done for those events; third, to evaluate effects of communication activities. Both the Ministry of Science and Technology and the Korea Science Foundation were arranged to execute our planned communication strategies. Basically we utilized the three sequences of human behavioral condition : Exposure, attention, and cognition. For planning, we suggested concrete communication strategies for each sequence, for example, first, those for bringing exposure to every event, second, those for bringing attention to the event, and third, those for bringing cognition of the event. Those communication strategies were suggested to use specifics of newspapers, television programs, radio programs, commercial and corporate magazines, electric visual sign advertisements on the street, and computer communication. For monitoring and evaluation, we used the same three sequences as the criteria. For example, we monitored and evaluated how much exposure, attention or cognition an event got or which specific medium contributed to exposure to, cognition of an event. For monitoring, graduate students were dispatched to examine each event through watching and interviewing. For evaluation, about 950 of event participants and non-participants were surveyed by means of face-to-face interview. Overall, we found that newspaper articles and television programs contributed a lot to people's exposure to events of the April 1997's Science Month. Especially, newspaper played a major role of heightening exposure. However, most events and/or their science and technology content failed to get salient attention and its following active cognition. The 1st National Science Festival attracted much exposure, but had some problems of disorder and commercialism. This sharp increase of exposure and some attention were believed to have reinforced people's, especially event participants' positive opinion of science and technology which is part of scientific culture.

• Journal of Digital Convergence
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• v.20 no.2
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• pp.117-125
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• 2022

This study presents product marketing strategy for mobile gift-giving by recognizing how consumers' propensity of conspicuous consumption and level of impression management affect the choice between hedonic goods and utilitarian goods. Data were collected through an online survey, and logistic regression analysis was performed using SPSS 23.0. The result of this study showed that people with high propensity of conspicuous consumption chose hedonic goods more than utilitarian goods in mobile gift-giving regardless of the level of impression management. On the other hand, those who with low propensity of conspicuous consumption chose utilitarian goods more than hedonic goods when the level of impression management was low, while these was no difference in choice between hedonic and utilitarian goods when the level of impression management was high. This study proposes to advertise in consideration of consumers' propensity of conspicuous consumption and impression management in marketing mobile gift products, especially for hedonic goods. Advertisements can appeal to consumers by using the desire to recognition or show off. Furthermore, further research can be conducted in consideration of other factors affecting gift behavior and expanding the age group.

• Journal of Home Health Care Nursing
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• v.14 no.2
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• pp.76-82
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• 2007

Purpose: The purpose of this study was to provide the data for improving home care services through investigating the recognition of home care services by nurses, doctors and general employees. Method: The data were collected from 231 nurses, 103 doctors and 157 general employees who were working at a general hospital in Seoul from Sept 11 to Sept 24, 2006 and analyzed using descriptive statistics and ANOVA. Results: The recognition on necessity of home care services was lower in doctors(M=2.73, SD=.39) and general employees (M=2.83, SD=.31) than nurses(M=3.13, SD=.39). In terms of the recognition on content of home care services, the affirmative percentages of most items were lower in doctors and general employee than nurses. The recognition on effects of home care services was also lower in doctors(M=2.90, SD=.32) and general employees(M=2.99, SD=.31) than nurses(M=3.26, SD=.35). Conclusion: This study indicates that the continuous educations and advertisements on home care services are necessary to facilitate home care services in general hospitals.

• Journal of the Korean Society of Costume
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• v.58 no.2
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• pp.134-148
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• 2008

Methods of delivering products to consumers do not act as less important factor than creative activities to create new product designs. Mobilizing various psychological elements based on human instinct and desire, fashion industry presents a product as an object of envy, gaining viewers' attention. Here, the viewer does not simply take the product as an object to view, but also imagine transformation it will bring. The study of the cause and effects of the interaction, which is found in the relationship between "the viewer" and "what is viewed" is an important factor that needs to be identified in the phase of creation as well as in the aspect of delivery. The relationship between the perceiver and what is perceived features in designs, product advertisements, related articles, and fashion shows in modern fashion, serving as a medium that enables the humans, who must inevitably exist between the two poles such as mind and body, the subject and the object, the ego and non-ego, and the reality and an ideal, to communicate between the poles. Humans cannot do arbitrary acts or make arbitrary selections only as they access to foreign things through instinct, desire, or experienced perception, and they are sometimes positioned passive by things. In the background, as there are human dual characteristics in which they are expressed as the ego and another ego who exists inside of the ego, they not only view an object, but also become an object to be viewed. Many products in modern fashion, as the objects of reciprocal transposition, grow giving illusions to humans. Having a desire for such objects is human's instinct and normal act to keep the life balanced between the reality and an ideal, which is based on the activation of reality function. Furthermore, freely acting rather than ignoring or overcoming the desire may be the act of retrieving one's ownership to the ego.

• The Journal of the Korea Contents Association
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• v.20 no.5
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• pp.281-290
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• 2020

The purpose of this study was to examine how the consumer's entertainment, information, relevance, reliability, and perceived invasion affect the avoidance of advertising. Besides, the purpose of this study was to examine whether there is a difference according to the country and age in the effect of advertisement characteristics on the evasion. This study investigated the avoidance of mobile advertising among 254 Koreans and Chinese publics in their 20's and 40's, evaluated the results in terms of comparative analysis. Collected data were verified by multiple regression analysis and hierarchical regression analysis. The higher the advertising entertainment and relevance, the lower the avoidance of advertising. The higher the perceived penetration, the higher the avoidance of advertising. Besides, there were differences by country and age in the effects of advertising entertainment, information, relevance, and reliability on ad avoidance. The implications of this study are to find out how to reduce the mobile advertising avoidance of consumers by identifying the predictive factors that cause the avoidance of advertisements by country and age.

• The Journal of the Korea Contents Association
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• v.16 no.4
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• pp.503-515
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• 2016

The branded contents include various advertisements showing brand storytelling. A new mobile application service market for food delivery uses branded contents to become familiar with consumer in the beginning and built unique brand image in comparison with a rival company in the time of elaboration. This study analyzed the narrative type and structure of brand storytelling in branded contents of the three representative applications, 'Baedal Tong', 'The ethnic of Baedal', and 'Yogiyo'. Still a few study has researched the narrative type and structure of brand storytelling though different effects as narrative type. This paper divided four types of brand storytelling as the roll of brand through typology of Northrop Frye, romance, comedy, tragedy, and irony & satire. And it analyzed the narrative type and structure of branded contents of the three applications using these types and researched strategy in each time. The various narrative types beyond classical romance type are effective for brand positioning though market enter moment. This study will be helpful for the research about narrative strategy of branded contents.

• The Korean Journal of Franchise Management
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• v.12 no.4
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• pp.25-40
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• 2021

Purpose: Marketing communication with customers is essential for companies to survive and grow in a fiercely competitive environment. Advertising is one of the most readily accepted marketing communications by consumers. Unlike a company that owns a distribution network, advertising is vital for a franchise. In general, many advertising models select celebrities. Celebrities are more likely to attract audience attention and influence consumers' purchase intentions. Customers satisfied with advertising are more likely to stay loyal and buy again when the company launches a new product. In addition, customers form a brand image through advertisements. Therefore, in this study, the effect of the characteristics of the foodservice franchise advertising model characteristics on model satisfaction, brand image, and purchase intention. Research design, data, and methodology: The survey of this study was conducted among consumers over the age of 20 who had seen a restaurant franchise advertisement and visited a store within the last 2 months. 305 copies were collected for 7 days during the survey period, from October 21 to October 27, 2021. Among the collected questionnaires, 12 insincere questionnaires were excluded, and 293 were used for analysis. SPSS 25.0 and Smart PLS 3.0 were used as data collected to test the hypothesis. Result: As a result of the study, among the advertising model characteristics of a foodservice franchise, reliability, attractiveness, expertise, and closeness all had a significant positive (+) effect on model satisfaction. In addition, reliability and closeness were found to have a significantly positive (+) effect on brand satisfaction, but attractive and expertise did not significantly affect brand image. Finally, model satisfaction was found to have a significant positive (+) effect on brand image and purchase intention. Brand image also appeared to have a significant positive effect on purchase intention. Conclusions: Research Results First, this study verified the effect of a restaurant franchise advertising model using celebrities by using the characteristics of the advertising model. Second, this study developed a conceptual structure for model characteristics - model satisfaction - brand image - purchase intention. Third, the restaurant franchise marketer needs to select a model in consideration of the privacy of the advertising model. Fourth, consumers tend to equate advertising models with advertising

• Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
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• v.7 no.7
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• pp.193-201
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• 2017

The purpose of this study is to examine the effect of creativity education on creativity of college students through educational medium such as film, animation, documentary, cartoon, advertisement, etc. Therefore, D university in Busan Metropolitan City held a 15-week creativity program for team college students in the second semester of 2016 "creative convergence". In this study, the data collected by the pre - test and post - test using the creativity questionnaire were analyzed by SPSS 18.0 program. The results of this study are as follows. First, the creativity of college students showed a significant difference in problem solving ability scores in the curriculum for media literacy. Second, the creativity of university students showed a significant difference in creative tendency score in media literacy curriculum. The fact that various media such as movies, animations, documentaries, cartoons, advertisements, etc. are educational media that can be easily accessed in everyday life, suggests that the improvement of creativity suggests educational effects to college students and future students.

• Journal of Digital Convergence
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• v.16 no.7
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• pp.369-379
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• 2018

The current study started from the constant internal fight women usually have due to the portrayal of women in advertisement in different socio-cultural backgrounds, a comparison between Latin America and South Korea was held to find the different approaches. And also test the effects of an overwhelming movement that is looking to change history and change the perception of images of constructed beauty and unattainable physical standards called The Body Positivity Movement, using the examples of prominent brands like Dove and Victoria's Secret's advertisements and the AIDA model as the instrument. Male and female in their 30's from South Korea and Latin America have been interviewed to show the differences of opinions.