• The Journal of the Korea Contents Association
• /
• v.15 no.7
• /
• pp.138-147
• /
• 2015

The primary focus of Korea's advertisement policy has been on the securing of stability in the market through building categorical entry barriers whenever a new broadcaster came into the market. But the recent contraction of the advertisement market is pressing the policy makers to lift the categorical barriers to create one large-enough market. This change in the policy and the market, in turn, is triggering heightened competition among drama producers to get advertisements, at times, even at the expense of cost efficiency. The market is supposed to search for its own equilibrium in principle. This means that players, who fall behind, should be left to die out and exit, and the patient policy to let the market function on its own should be institutionalized. Separately, the fee-based public broadcasters should be banned from running advertisements.

• Journal of Korea Multimedia Society
• /
• v.22 no.5
• /
• pp.626-637
• /
• 2019

Due to the rapid development of computer and digital technologies, those technologies were used in advertising. In order to meet the needs of marketing, a virtual space or character using 3D graphic augmented reality technology was developed and applied to advertisement. This study analyzed the characteristics of augmented reality in terms of interface design and spatial expression of augmented reality through case study. Firstly, we wanted to find the relationship between the types of the augmented reality advertisement and interface effects. Secondly, we wanted to find the spatial expression methods. The sample survey case studies based on 42 articles from 2012 to 2018 using Chinese and Korean site sharing augmented reality advertisement. The results of the case studies were divided into two parts. Firstly, the relationship between augmented reality types and interface effects were found basing on the augmented reality index. It means that the augmented reality index can be illustrated by using the augmented reality type. Simultaneously, the augmented reality type can be illustrated using the interface effect. The second part was that the types of display were used as a spatial representation. And the results showed that mobile display and public place display were the most frequently used.

• Journal of Digital Convergence
• /
• v.12 no.10
• /
• pp.541-556
• /
• 2014

study on Storytelling advertisement, this study examined its own characteristics and distinctive qualities, compared to other advertisements. For this purpose, not only previous discussions about Storytelling genre and theoretical system about its narrative are examined; but also, from actual advertisements, its classification and the distinction of their characteristics are established. According to the Storytelling advertisements, it is also examined that each impact on the field of consumer's response of sympathy, perception, and emotion; and on the process of advertising effect. Below is the results of each research. Through the comparison of Storytelling advertisement's clarification, the following was suggested: there are distinctive advertising strategies, the relationship between advertising strategies and advertisement forms, and the consideration for causing the consumer's response, depending on the advertisement form. Also, the concept of explaining how consumers perceive, in the process of advertising effect, the main concept of the drama advertisement, that is the constituents of drama genre, such as characters, plot, conflict, transition, helps achieve the deeper understanding toward advertising.

• Journal of Korean Association for Spatial Structures
• /
• v.11 no.4
• /
• pp.71-78
• /
• 2011

Interactive media are applied to inner and outer space of small public space to enhance for the interaction between the spectator and works, also widely used in the exterior wall by LED and projector for advertisement. In the other hand, case studies of interactive media for large space have not less accomplished than those of buildings and public spaces. Thus, these studies analyzed 11 large structure examples by display, content, interface, and technology device by comparison of those cases of ordinary building public space. First interactive media for large space are found to be contents(39%), and next one is play(27%), advertisement(17%) and message(17%).

• Asian Pacific Journal of Cancer Prevention
• /
• v.15 no.19
• /
• pp.8265-8270
• /
• 2014

Background: Smoking tobacco is considered as a leading cause of preventable death, mostly in developing countries like India. One of the primary goals of international tobacco control is to educate smokers about the risks associated with tobacco consumption. Tobacco warning labels (TWLs) on cigarette packages are one of the most common statutory means to communicate health risks of smoking to smokers, with the hope that once educated, they will be more likely to quit the habit. Materials and Methods: The present survey was conducted to assess the effectiveness of TWLs in communicating health risks of tobacco usage among 263 adult smokers working as bus drivers in Karnataka State Road Transport Corporation (KSRTC), Mangalore, India. Information was collected on demographic details, exposure and response to health warnings on tobacco products, intention to quit and nicotine dependency. Results: The majority (79.5%) of the respondents revealed negative intentions towards quitting smoking. Nearly half of the participants had a 'low' nicotine dependency (47.5%) and 98.1% of the respondents had often noticed warning labels on tobacco packages. These health warnings made 71.5% of the respondents think about quitting smoking. Respondents who noticed advertisement or pictures about dangers of smoking had better knowledge, with respect to lung cancer and impotence as a consequence of tobacco. A higher exposure to warning labels was significantly associated with lower nicotine dependency levels of smokers among the present study population. A significantly higher number of respondents who noticed advertisement or pictures about the dangers of smoking thought about the risks of smoking and were more inclined to think about quitting smoking. As exposure increased, an increase in the knowledge and response of participants was also observed. Conclusions: Exposure to tobacco warning labels helps to educate smokers about health risks of tobacco smoking. It may be possible to promote oral health among bus drivers by developing strategies to educate them about these risk factors.

• Journal of Digital Convergence
• /
• v.17 no.1
• /
• pp.159-168
• /
• 2019

The purpose of this study is to propose a strategy for creating an advertisement for Corporate Social Responsibility(CSR) based on the strategy of selecting an advertisement model in order to efficiently execute the advertisement of CSR. Data were analyzed by regression analysis. The results of this study are as follows: First, it is found that the value-relevance factors of the model are important regardless of the theme of CSR. In the economic field, the reliability of the model is important. But, the attractiveness of the model was more important in the environmental field. Second, it is effective to select a model with high value-relevance when selecting CSR advertising model. But, in the case of an expert, it is effective to select not only value addition, but also attractive and reliable models. Third, when producing CSR ads using emotional messages, it is important to consider the value and reliability of the advertising model. But, it is important to select the model considering the importance of the value and attractiveness of the advertisement model when producing the CSR advertisement using the informational message. It was found that it is very important to select a model that has a high relevance to the image of the social responsibility subject and the advertisement model when producing the social responsibility advertisement.

• Korean Institute of Interior Design Journal
• /
• v.16 no.5
• /
• pp.30-37
• /
• 2007

According to the passage of an age, a method which communicates each other between the city and space, and space and a human has changed. Recently, as the city is developing related with the public, the sphere and a territory of activity of a public has been wider in an environment of the city. Therefore, development of night scenery and the rise of a medium of a vision are accompanied with a new material and the high-technology. Innovation of abundant techniques tends to being surface and mass media, and breaks from the architectural aspect of space as mutual expansion of relations between interior and exterior, and making a boundary obscurely. Space design represents peculiarity of non-territorial which modern art, an advertisement, a media and a reflection are integrated as getting over above tendency. As we find out methods which the public can communicate with the space in wider territory, the public and the space can extend mutual relations and the design of modern space is been varying a part as the space which has a context of city and synthetic sociality for the public by avoiding independent objects.

• Korean Journal of Health Education and Promotion
• /
• v.20 no.3
• /
• pp.1-18
• /
• 2003

This study was conducted to evaluate factors related to the recogniton and behavioral intention for smoking cessation programs. Five effective smoking cessation programs were considered： acupuncture, nicotine patch, clinic program, mass education, and alliance programs. To explain the health behavior for smoking and smoking cessation programs, a five-stage behavioral intention model was built, and 500 questionnaires were completed through a telephone survey. Stages of the model included recogniton of the programs, past experiences, present smoking status, intention for smoking, and behavioral intention for smoking cessation programs. The results showed that the recogniton rate of the programs were low in general, therefore strategies of education, public relations, and advertisement need to be pursued. Nicotine dependency resulted in the fact that success rates were low although trial rates of smoking cessation were high among smokers. The necessity for smoking cessation programs was suggested. And the significant factors related to the intention for smoking cessation were individual attitude and reluctancy to pay time and money. Others' attitude was insignificant to subjects' smoking cessation. Purchase rates for nicotine patches were 11.3％ for male and 27.3％ for female, those for acupunture were 7.6％ for male and 10.0％ for female. There were very low purchase rates for clinic, mass education, and alliance programs. In conclusion, evidence-based and effective smoking cessation programs need to be promoted by medical doctors. Strategies in education, public relations, and advertisement also need development. In addition, continuing legal and systematic support for smoking cessation would lower the smoking rate and ultimately contribute to the nation's health.

• Korean Journal of Health Education and Promotion
• /
• v.24 no.4
• /
• pp.99-114
• /
• 2007

Object: To analyze the effect of a media-campaign for "walking exercise participation improvement", which impacted walking-related awareness and behavior change of residents in Seoul. Method: This study used three campaign media including printing information, walking exercise indication board and a public advertisement of cable TV to lead a walking-related awareness change and practice frequency(number of days per week walking) and time(minutes per day walking) of walking exercise. To evaluate the exposure and message-recall levels of a campaign and effects of awareness change and walking practice, this study used a questionnaire survey(N=377). Result: 1) Group of exposure to campaign more participate and had the higher frequency(p=.015) and time(p=.023) in walking exercise and in comparison with group of nonexposure. 2) Group of changed awareness to campaign more participate and had the higher frequency and time in walking exercise and in comparison with group of no changed perception(p <.05). 3) Level of message recall of ${\ulcorner}$printing information${\lrcorner}$ was associated with number of days per week walking, and level of message recall of ${\ulcorner}$public advertisement of cable TV${\lrcorner}$ was associated with minutes per day walking at a statistically significant level(p <.05). Conclusion: These results suggest that media campaign can enhance the success of community-based efforts to promote awareness change and walking practice.