• Title/Summary/Keyword: message strategies

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An Analysis of Beauty-Related Contents in Social Media in China, Thailand, and Indonesia (중국, 태국, 인도네시아의 소셜미디어 뷰티 콘텐츠 분석)

  • Her, Yusun;Chun, Jaehoon
    • Fashion & Textile Research Journal
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    • v.23 no.3
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    • pp.307-322
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    • 2021
  • This study examined the influence of social media on the beauty industry and analyzed beauty-related content on social media in China, Thailand, and Indonesia. The existing literature was reviewed and four social media platforms that display the active sharing of beauty-related content in the three stated countries were selected. Five information sources were then chosen from each social media platform and 115 top posts from these sources analyzed. Beauty-related material was shared on discrete social media platforms in the three countries. Differences were found in the presentation types, themes, and message strategies of the content depending on the type of product and services provided by each social media platform. The content on Xiao Hongshu in China consisted of images showcasing product specifications along with a focus on honest and detailed empirical product review messages from its general users. From Taobao Zibo, Wang Hong conveyed powerful and influential information that communicated instantly with viewers and delivered entertaining and sensory messages. In Thailand earnest reviews of beauty products were offered, along with firsthand testimonials through traditional content uploaded on YouTube. In Indonesia, beauty influencers posted creative and sensational photographs of makeup products on image-centered Instagram. This study expands the current scholarship on social media platforms and extends the scope of the extant research on beauty-related content in Asian countries. The practical implications of this study include useful indications on how beauty brands can use social media to promote their products.

Factors Associated with Behavioral Intention to COVID-19 Social Distancing in Loss versus Gain Advertising Context (COVID-19 사회적 거리두기 실천의도에 영향을 미치는 요인: 손실과 이득 메시지 프레이밍 광고상황)

  • Choi, Ja In;Choi, Ja Yun
    • Journal of the Korea Convergence Society
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    • v.13 no.5
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    • pp.463-471
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    • 2022
  • Purposes of this study were to identify the factors associated with behavioral Intention to social distancing (BItSD) in a loss versus gain advertising context. This study is a secondary analysis of data surveyed after randomly allocating one of the loss and gain message framing advertisements for the prevention of coronavirus disease-2019 (COVID-19) infection to 379 adults aged 19 and over living in Korea in early March 2021. Attitude toward advertisement (𝛽=.03, p<.001), involvement in COVID-19 (𝛽=.14, p=.006) and emotional stigma (𝛽=-0.17, p<.001) were associated with BItSD, and the explanatory power of these variables was 19% (Adjusted R2=.19). Therefore, when health care professionals communicate with the public, they should develop the strategies to increase public people's involvement in the information and to induce positive advertising attitudes, and provide the effective messages to prevent stigma by accurate information.

A Study on the signification of TV advertisement narrative for enhancing brand image - Based on long-run brand 'Bacchus' - (브랜드 이미지 제고를 위한 TV광고 내러티브의 의미작용 연구 - 장수브랜드 '박카스'를 중심으로 -)

  • Kim, Eun Ju;Kim, Chong Hyuck;Kim, Geon
    • Design Convergence Study
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    • v.15 no.2
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    • pp.53-69
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    • 2016
  • This paper analyzes the long-run brand Bacchus's TV advertisement narrative, which copes actively with changes in social and cultural circumstances. The paper focuses on the types of narrative and the consequent semantic effects used in the television advertisement of Bacchus. Through this, we aim to investigate the processes of brand strategies and transitions taken by the brand that made it a solid one. In conclusion, the summaries of distinctive meaning and value of long-run brand by examining the narrative of Bacchus in TV ads are as follows. Firstly, the narrative should be reflected in consumer's demands closely associated with changes in social and cultural circumstances. Secondly, a strong brand identity can be built by consistent management of brand image and through the cultivated effects. Lastly, it forms a bond of relationship between socio-cultural context and consumers, and functions as a communication message.

The Effect of Musical Advertising Communication on Audience Attention, Intention and Revisit Intention (뮤지컬 광고커뮤니케이션이 관객의 관람태도, 관람의도 및 재관람의도에 미치는 영향)

  • Jin, XueHua;Kim, Tae-Eun
    • Journal of Korea Entertainment Industry Association
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    • v.13 no.8
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    • pp.281-290
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    • 2019
  • The purpose of this study was to examine how musical advertising communication affects the viewing attitude, the intention to see, and the revisit intention of musical audiences. The results of the study were as follows. First, as a result of examining the influence of musical advertising viewing attitudes on musical performances, the familiarity of musical performance brand and advertising novelty of advertising communications had positive effects on musical performances. On the other hand, the message complexity did not have a significant effect on the musical performance. Second, the attitude toward the musical performance had a positive influence on the intention to see the musical performance. Third, the intention to see a musical performance had a positive effect on the intention to revisit the musical performance. The result of this study is expected to be able to suggest communication methods and strategies along with useful implications for enhancing the communication effect on the audience of musical contents in the future.

Development of Internet Information Push-Delivery System Design of Smoking Cessation for Health Promotion (지역주민의 건강증진을 위한 인터넷 금연 강화 프로그램 개발)

  • Kim, Young-Bok;Shin, Jun-Ho;Kim, Shin-Woel
    • Journal of agricultural medicine and community health
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    • v.29 no.2
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    • pp.287-301
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    • 2004
  • Objectives: The development of internet programs for smoking cessation was motivated to quit smoking in the large group of smokers. This personalized program consisted of tailored message to consider the smokers characteristics, and contain the informations on the outcomes of smoking cessation and the skills to be used in the quit attempts. The purpose of this study was to develop the internet management program and information push-delivery system for smoking cessation to encourage the personal intention to quit smoking. Methods: We conducted in 3 steps as developing push service to encourage intention of smoking cessation, analyzing problems of smoking cessation program through the pilot test and suggesting improvements by implication stages. Results: This program is delivered for 30 days. if the participants do not fail to quit smoking. The contents consisted of 13 stages which were divided on starting period. practical period, maintenance period and success period. And push service afforded the tailored message to participants using their e-mail. According to the evaluation of pilot test, the problems of internet information push-delivery service for smoking cessation were the over-tasks per visiting time, recording style of participants, difficulty of terms and sentences, lack of visual effects, absence of follow-up module and unsuitable link with main homepage. Improvements were divided on 3 stages by implication period. The first stage included the immediate improvements as improving link with homepage, modifying menu of smoking information and upload file of notice part. The second stage included the short term improvements as alleviating condition of withdrawal, coordinating start stage of retrial, modifying errors of information push-delivery service and addition of educational materials. The third stage included the long term improvements as development of follow-up module, cost-effectiveness evaluation, reducing contents quantity, introduction of checking style, compensation of graphics effect and review for SMS utilization. Conclusions: This program contribute to improving smoking cessation rate. Therefore this program should be tested in a community to evaluate the effectiveness. To promote the effectiveness, this program should be developed the contents and the strategies for various targets, and established the follow-up system for ex-smokers.

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The post-epic characteristics in Jan Lauwers' theatre -, and - (얀 라우어스(Jan Lauwers) 공연의 탈서사적 특징들 -<이사벨라의 방(Isabella's Room)>, <랍스터 가게(The Lobster Shop)>, <사슴의 집(Deer House)>을 중심으로-)

  • Nam, Jisoo
    • Journal of Korean Theatre Studies Association
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    • no.48
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    • pp.447-484
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    • 2012
  • This study aims to analyze the characteristics of post-epic theatre in the Belgian theatre director Jan Lauwers' trilogy titled in "Happy Face/Sad Face": (2004), (2006) and (2008). I regard that it played a very important junction for him to create his own theatrical style compared to earlier years. From this period, Lauwers has tried to create his original plays in order to concentrate the story of our era and has showed to combine a variety of media such as dance, installation, video, singing etc. In this context, I would like to study his own theatricality from the three perspectives of dramaturgy, directing and acting largely based on Hans-Thies Lehmann's theory of post-epic theatre, who pointed out the significance of Lauwer's theatrical leading role very early. First, from the dramaturgical point of view, we need to pay attention to the theme of translunary death; where the living and the dead coexist on the stage. In fact, death is the theme that Lauwers has been struggling to research for quite long time. In his trilogy, the dead never exits the stage. The dead, who is not a representative tragic character, even meddles the things among or with the living and provide comments to people. As a consequence, it happens to reduce a dramaturgical strong tension, leads depreciation of suspense and produces humanism in a way. This approach helps to create his unique comical theatrical atmosphere even though he deals with the contemporary tragic issues such as war, horror and death. Second, from the directing point of view, it is worth to take a look at the polyphonic strategy in terms to applying various media. Among all the things, the arts of dancing and singing in chorus are actively applied in Lauwer's trilogy. The dance is used in individual and microscopic way, on the other hand, singing shows collective and is a macroscopic quality. The dance is the representing media to show Lauwer's simultaneous microscopic mise-en-scene. While main plot takes place around the center-stage, actors perform a dance around the off-centered stage. Instead of exiting from the stage during the performance, the actors would continue dance -sometimes more like movements- around the off-centered stage. This not only describes the narrative, but also shows how each character is engaged to the main plot or incident, and how they look into it as a character. Its simultaneous microscopic mise-en-scene intends to function such as: showing a variety moments of lives, amplifying some moments or incidents, revealing character's emotion, creating illusionary theatrical atmosphere and so on. Meanwhile, singing simple lyrics and tunes are an example of the media to stimulate the audiences' catharsis. As the simple melody lingers in the audiences' mind, it ends up delivering a theatrical message or theme after the performance. This message would be transferred from the singing in chorus functions as a sort of leitmotive in order to make an impression to the audience. This not only richens their emotion but also creates an illusionary effect. Third, from the acting perspective, I'd like to point out the "detachment" aesthetic which Lehmann has pointed out. The actors never go deep into the drama by consistently doing recognize a theatrical illusion. The audience happens to pay attention to their presence through the actor's deliberate gesture, business, movement, rhythm, language, dance etc. The actors are against forming closed action by speaking in various languages or by revealing deliberately stage directions or acts, and by creating expressive mise-en-scene with multiple media. As a consequent, the stage can be transformed to not a metaphoric but a metonymic place. These actions are the ultimate intention for a direct effect to the audience. So to speak, Lauwers uses the anti-illusionary theatrical method: the scenes of fantastic death, interruption of singing and dance, speaking many kinds of languages, acting in detachment-status and so on. These strategies function to make cracks in spectators' desire who has a desire to construct a linear narrative. I'd like to say that it is the numerous potentiality to let the reality penetrate though and collide the reality with a fiction. By doing so, it induces for spectators to see the reality in the fiction. As Lehmann says, "when theatre presents itself as a sketch and not as a finished painting, the spectators are given the chance to feel their own presence, to reflect on it, and to contribute to the unfinished character themselves". In this sense the spectators can perform an objective criticism on our society and world in Lauwer's theatre because there are a number of gaps and cracks in his theatrical illusion where reality can penetrate. This is also the point that we can find out the artists' responsibility in this era of our being.

A Study on Platform Strategies of Korean First Mobile Instant Messenger KakaoTalk (주식회사 카카오의 플랫폼 전략에 대한 연구)

  • Jang, Kyoung Young;Oh, Jung Suk
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.8 no.4
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    • pp.49-56
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    • 2013
  • KakaoTalk, a Korean mobile instant messenger service launched by KAKAO Inc., has grown remarkably popular in a short period of time, with its number of subscribers exceeding 100 million as of July 2013. Today, KakaoTalk is an everyday communication tool among most Korean mobile users. Although KAKAO has been the subject of many business and consumer studies, the KakaoTalk platform strategy has not been studied thoroughly. In this study, we analyze its platform strategy through the lens of several widely utilized frameworks such as Platform Leadership (Gawer & Cusumano 2002, 2008), Winner-take-all dynamics (Eisenmann et al. 2006), and Open Service Innovation (Chesbrough 2011). Our results show that Eisenmann et al (2006)'s "Winner-Take-All" platform best explains how KakaoTalk dominated its rivals, Mypeople by Daum Communications and Line by Naver Corporation. In surpassing its rivals, KAKAO delivered a solution to the 'essential problem' that mobile social communication should be upgraded from mobile companies' paid "Short Message Service" (SMS). By doing so, KakaoTalk fulfilled the first requirement of Gawer & Cusumano (2008)'s "Coring" strategy, which explains how a new platform is created. KakaoTalk also satisfied the second requirement of "Coring" by providing economic incentives for KakaoTalk members to interact through its Games and Items store. Actively accepting its customers' ideas and upgrading its services, KAKAO reinforced its platform leadership to its customers and put Chesbrough (2011)'s "Outside In - Open Service" innovation strategy into practice.

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Exploring Practices of Interpretation and Communication in Art Museums (미술관의 해석과 소통의 모색)

  • Kim, Elm-Yeong
    • The Journal of Art Theory & Practice
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    • no.2
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    • pp.147-168
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    • 2004
  • This study examined the role of interpretation with various practices in art museums to seek a new meaning and a concept of art museum today. The exploration of interpretation would he a starting point to discuss about on art museums with professionals in each art-related field. While museums recognize the concept of interpretation and the scope of the functions in different levels, the study focused on the practices of collecting and exhibiting that will entrust the museum new realms of activities toward the audience. In particular, its emphases are set force on the information on the collections via the museum's web sites, interpretation policies, and theories and methodologies in exhibition development. Art museum websites well reflect how museums utilize the new medium to enhance the understanding of art works by providing in-depth art historical information, comprehensive contexts, and subject/concept based search methods. In recent decades, these have enacted changes to expand dimensions of interpretive functions in most museums, particularly in the United States and others. In an administrative perspective, Tate Gallery Interpretation Policy became an good example how an art museum put its interpretation philosophy as the basis of interpreting collection and public programs. Tate established functions of intrepretation and education not only within a task-based team but also as an intrer-divisional coorperation to provide an interpretation scheme of information provisions such as guide brochure, audio tour, multimedia content, and library. New environment and trends of museum exhibition, and its development processes stem from communication theories, object interpretation philosophy, display strategies, and various evaluation techniques through audiences, with the communication theories of Shannon and Weaver, Berlo's SMCR(Source-Message-Channel-Receiver) models were perceived as to understand the mechanism to communicate museum exhibits to visitors Suzan vogel's insight into object display strategy helped to conceive the mechanism of object recontextualization. She emphasized that the museum's practice to construe opinions and impressions through object display should be discreet and critical, therefore, the professionals to plan the exhibition should reveal the intention and their practices. For a prevailing new methodology from the field, the interpretive exhibition development processes are articulated as the front-end, formative, and summative evaluation, futhermore the team process in industrial product management models was adapted. These have turned out to be more interactive with visitors and effective to communicate the exhibition concepts and messages, hence resulting in enriched museum experiences. Finally the study concluded that understanding the aspects of interpretation should help art museums to set a framework for current practices to expand its public dimension. It can provide curators with a critical view to website planning and its content. And obviously, the interpretive exhibition development methodology will lead museum exhibition developers to be skilled in its current approaches to thematic exhibition concerning diverse subjects and topics.

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A Study on Providing Real-Time Route Guidance Information by Variable Massage Signs with Driver Behavior (운전자 행태를 고려한 VMS의 실시간 경로안내 정보제공에 관한 연구)

  • Lee, Chang-U;Jeong, Jin-Hyeok
    • Journal of Korean Society of Transportation
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    • v.24 no.7 s.93
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    • pp.65-79
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    • 2006
  • The ATIS(Advance Traveler Information System), as one part of ITS, is a system aiming to disperse traffic volume on transportation networks by providing traffic information to transportation users on pre-trip and en-route trips. One of tools in ATIS is usage of VMS(Variable Message Signs). It provides to the drivers with direct information about state of processing direction. which is considered as the most effective method in ATIS. The purposes of providing VMS information are classified two categories. One is to provide simple information to drivers for their convenience. The other is to manage traffic demand to improve transportation network performance. However, for more effective and reliable VMS information, several strategies should be taken into account. The main VMS management strategy is "Traffic Diversion Strategy for minimum delay" when traffic congestion or incident are occurred. For effective operation. firstly. reasonable diversion traffic volume is determined by network traffic condition Secondly, it is necessary to make providing information strategy which reflects driver response behavior for controling diversion traffic volume. This paper focuses on the providing real-time route guidance information by VMS when congestion is occurred by the incidents. This sturdy estimates time-dependent system optimal diversion rate that inflects travel time and queue lengths using traffic flow simulation model on base Cellular Automata. In addition, route choice behavior models are developed using binary logit model for traffic information variable by traffic system controller. Finally, this study provides time-dependent VMS massage contents and degree of providing information in order to optimize the traffic flow.

A Study of the Narrative Features in Animation as an Art Form - Focusing on Brad Bird's "The Iron Giant(1999)", "The Incredibles(2004)", "Ratatouille(2007)" - (예술 형식으로서의 애니메이션의 서사적 특성 연구 - 브래드 버드 감독의 "아이언 자이언트(1999)", "인크레더블(2004)", "라따뚜이(2007)"를 중심으로 -)

  • Kim, Soong-Hyun;Lee, Tae-Hoon
    • Journal of Digital Convergence
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    • v.16 no.3
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    • pp.429-438
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    • 2018
  • Brad Bird, a screenwriter and animation director in the United States, criticized the situation in which most animations were produced and released for the children since the early 2000s. He said that animation is an art form capable of conveying messages not only to children but also to adults, and that their development potential is high. In this study, I analyzed overall components such as narrative structure, character, subplot, symbol, and foreshadow of Brad Bird's animated feature films , , and examined his narrative features and strategies. As a result, the narrative features of animation as an art form are as follows: First, conveying the message of a serious subject that will deeply sympathize with adults as well as children. Second, expressing the social agenda which criticizes the contradiction of the real world and the periodic mistakes. Third, solid narrative structure through a dense plot based on realistic situation setting. I hope that this study will be used as basic research material for various animation production in the future.