• Science of Emotion and Sensibility
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• v.15 no.4
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• pp.489-502
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• 2012

Storytelling advertising is one of the most popular ad types in marketing field. However, there has been little attention to storytelling ads in consumer and advertising research. To examine the effectiveness of different types of advertising, this study collected 9 commertial ads, which consisted of 3 advertising types(storytelling, informative, image) ${\times}$ 3 products(digital camera, coffee, health drink). We investigated the differences in emotions after ads and arousal level, as well as the advertising effectiveness among the three types of advertising. Preliminary analysis revealed that the emotions after ads could classified into two distinct emotion types, affective emotions and cognitive emotions, and we used the two emotion types as emotions after ads to simplify the results. The results indicate that the storytelling ads are more effective than the image ads, but this power of storytelling ads may not be found in the comparison with informative ads. It is also found that storytelling ads can help form a more positive attitude for males than for females, whereas image ads can have an more impact on females than males. In addition, it can be proposed that affective emotions after ads may play an important role in the effectiveness of advertising types, but the interaction effects of advertising types and gender may depend on the cognitive emotions after ads.

• The Journal of Korean Association of Computer Education
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• v.15 no.2
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• pp.37-45
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• 2012

The case of South Korea's Internet newspapers, harmful advertising is illegal but rampant. The children and youth are not protected, so effective measures are urgently required. Therefore, to achieve self-regulation, a discrimination system model using collective intelligence and collective emotions is proposed. This study is to suggest a Discrimination System Model of harmful contents using collective intelligence and collective emotions as the actual program of self-regulation. The Discrimination System model forms the level of harmful contents by using contents, form, text, size as well as the implied and reminiscent story of image as discriminant factors of a group testing. The formed level is established for harmful contents discriminant criteria after going through the process of generalization again. It can be not clear and ambiguous for internet newspaper banner ads to be measure the level of harmfulness. This Discrimination System will have the strengths of resolving this problem.

• Women's Studies Review
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• v.28 no.1
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• pp.3-42
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• 2011

This study aims to analyze the characteristics of transnational cigarette companies' strategies to expand the female market in Korea after the market opening of 1988. Focusing on 'Virginia Slims' and 'Finesse', which are the PM and BAT's representative female brands, this study explores whether their typical advertising strategies were transformed in Korean market. After 3years from the market opening, 'Virginia Slims' gave up its brand identity and the strategy was so successful that 'Virginia Slims' continued to be 2nd best-selling brand in the imported cigarette market in Korea. In contrast, 'Finesse' maintained a typical women's cigarette image during the 1990s and consequently occupied the highest brand awareness as a female cigarette but lower market share than Virginia Slims. TTCs adapted to a doubly obstructed Korea market with its strong taboo against female smoking and a comparatively stronger legal ban on all cigarette ads targeting women. However, diverse indirect cigarette ads and promotions, which circumvented regulations, suggest that ads transforming was not to give up Korean female customers. Furthermore, the cigarette ads that the soft and mild taste of female brands are associated with healthy image rather than gendered image may appeal to Korean women without touching their emotions and desires.