• Title, Summary, Keyword: advertising

Search Result 1,732, Processing Time 0.048 seconds

The Advertising Effects of Fashion Sexual Appeal Advertising (패션 성적소구광고의 광고효과에 관한 연구)

  • Lee, Seung-Hee
    • Journal of Fashion Business
    • /
    • v.13 no.4
    • /
    • pp.154-162
    • /
    • 2009
  • The purpose of this study was to examine if there are the differences in advertising effects among three fashion sexual advertisements in terms of sexual appeal levels(high/medium/low). Through three pre-tests, three stimuli were chosen for this study. Three hundred female college students in Seoul participated in this study. For data analysis, descriptive statistics, factor analysis, ANOVA analysis, and reliability test were used. The results were as follows: First, from the factor analysis on advertising attitudes, three factors such as emotional, behavioral, and cognitive factors were produced. Second, there were significant differences in three sexual appeal levels among three advertising attitude factors. Third, there was also a significant difference in three sexual appeal levels on brand attitude. Finally, there was not a significant difference in the sexual appeal levels on purchase intention. Based on these results, this study would provide significant and efficient fashion advertising strategies to fashion advertising marketers and advertisement creators as implications.

An Exploratory Study on the effectiveness of NFC Advertising in Cinema Environment (NFC광고에 대한 극장 관객의 지각된 즐거움, 혁신성이 광고태도와 수용의도에 미치는 영향: 탐색적 연구)

  • Shim, Sung-Wook;Byun, Hye-Min;Kim, Woon-Han
    • Journal of Digital Contents Society
    • /
    • v.18 no.4
    • /
    • pp.681-690
    • /
    • 2017
  • This study is to find the effectiveness of advertising acceptance through NFC advertising and mobile in a cinema environment. The results are as follows. First, personification and participation among interacitivity factors had a positive impact on advertising acceptance. Second, advertising value of NFC advertising had a partially positive impact. Perceived usefulness and ease of use, perceived entertainment, and innovation alos had a positive impact on advertising acceptance. Finally, interactivity, followed by advertising value, had impact on the acceptance of NFC advertising.

Evaluations of Apparel Advertising, Fashion Involvement, and Social Attitudes (의류광고에 대한 평가, 유행몰입 및 사회적 태도에 관한 연구)

  • 김효경
    • Journal of the Korean Home Economics Association
    • /
    • v.30 no.3
    • /
    • pp.33-43
    • /
    • 1992
  • The objective of this study were to (1) investigate the relationship between evaluations of apparel advertising, fashion involvement, and social attitudes, (2) examine how evaluation of apparel advertising, fashion involvement, and social attitudes vary according to gender, and (3) investigate the possible differences in purchase attitudes toward the advertised apparels according to gender and advertisement slogan. Questionnaire for evaluations of apparel advertising was comprised of four sections; apparel advertising acceptance, evaluation of advertisement slogan, purchase attitude toward the advertised apparels, and perception of effective media for apparel advertising. For evaluation of advertisement slogan, 5 sets of apparel advertisements were selected. Each set had two advertisements; one advertisement contained an image-oriented slogan, while the other had a quality-oriented slogan. "The Social Attitude Scale' by Kerlinger and 'Fashion Involvement Index' by Tigert, Ring & King were used. All the items were selected on the Cronbach's alpha reliability. The subjects were 217 college male and famale students in Seoul; 60 were asked about purchase attitude toward the image-oriented slogan, 60 purchase attitude toward the quality-oriented slogan, and 97 all the items included in evaluation of the two slogans. The data were analyzed using Pearson's correlation coefficient, X2-test, t-test, two-way ANOVA, and multiple regression analysis. The results of the study were the followings. 1. Fashion involvement had positive relationship with apparel advertising acceptance. The higher the level of conservative attitude males had, the more positive attitude they had in fashion involvement and apparel advertising acceptance. Subjects high in conservative attitude, fashion involvement, and apparel advertising acceptance. Subjects high in conservative attitude, fashion involvement, and apparel advertising acceptance had more positive in purchase of the advertised apparels. 2. Females high in apparel advertising acceptance were more favorable toward image-oriented advertisements. 3. Fashion involvement and apparel advertising acceptance were significantly higher in females than in males. Liberal attitude was significantly higher in males than in females. Evaluation of advertisement slogan did not differ according to gender. 4. Males perceived 'TV' was the most effective media for apparel advertising while females perceived 'display' was the most effective. 5. No significant interactions between advertisement slogan and gender were found in purchase attitude of the advertising apparels. 6. Apparel advertising acceptance was influenced by fashion involvement, social attitude, and sex. The explanatory power of the three variables was 17%.

  • PDF

The Relationship between Sex Role Attitude and the Preference of Fashion Advertising Formatted by Sex Role Expression (성역할 태도와 성역할 표현 의류광고 선호도와의 관계)

  • Shin, Young-Mi;Kweon, Soo-Ae;Kim, Eun-Young
    • Korean Journal of Human Ecology
    • /
    • v.8 no.2
    • /
    • pp.339-353
    • /
    • 1999
  • This research was to identify the relationships between sex role attitude and the preference of fashion advertising formatted by sex role expression, and to examine the relationships among sex role attitude and sociographic variables. This research has been done for 618 university students and working group who are living in Cheongju and Seoul. For data analysis, descriptive analysis, ANOVA, and t-test were used. The results are the following: 1. In the view of the preference of fashion advertising, the stereotypical fashion advertising has more point than the androgynous fashion advertising. 2. The advertising formation preference showed a little difference significantly by sex role attitude. The group with conservative sex role preferred the stereotypical fashion advertising. The group with open-minded sex role preferred the androgynous fashion advertising. 3. Women preferred the androgynous advertising. As the aged, they preferred the stereotypical fashion advertising and have the conservative sex role. University students have more intention to buy with an androgynous fashion commercial than working group have and they have the open-minded about sex. The group subscribed the fashion magazine has more preference for androgynous fashion advertising, as they have more open-minded sex role than other group not subscribed the fashion magazine. This results imply that the androgynous formatted advertizing is still hard to get the influence of a general market promotion because most consumers have a low androgynous fashion advertizing preference. The preference of the fashion advertizing which expressed a sex role showed significant differences as social demographics, and a sex-role attitude. Therefore, the market segment and advertising strategies which are based on sex role and consumer characteristics would be very effective.

  • PDF

A Comparison Study on the Comparative Advertising Regulation among Nations (세계 각국의 비교광고 규제에 관한 비교 연구)

  • Lyi, De-Ryong;Lee, Hyun-Seon
    • Korean journal of communication and information
    • /
    • v.26
    • /
    • pp.209-257
    • /
    • 2004
  • Comparative advertising, in which explicit or implicit comparisons are drawn between the advertised brand and its competitors, is commonplace in today's marketplace. While holding the promise of helping consumers make more informed choices among brands, comparative advertising may actually have the opposite effect when they mislead consumers about the relative merits of competing brands. Therefore government agencies are continuously monitoring the comparative advertising to ensure that it is in the public's interest. The objective of this study is to investigate cross-national differences in comparative advertising regulation. For this, the study analyze the law of comparative advertising in Korea and around the world. The results showed there are differences among nations in the law of comparative advertising and most nations have special legislation on the comparative advertising. The other finding of this study is that the law governing comparative advertising becoming increasingly clear. This study can assist advertisers concerned with providing advertising that is acceptable to countries which they attempt to marker. And this work can contribute to the research scream, building on the work of others in broadening the understanding of that constitutes acceptable comparative advertising in contemporary nations.

  • PDF

A Study on the Viewers' Reponses to In-Program Advertising According to TV Program Genre (프로그램 유형에 따른 중간광고에 대한 시청자 반응 연구)

  • Lee, Hyun-Seon
    • Korean journal of communication and information
    • /
    • v.43
    • /
    • pp.282-313
    • /
    • 2008
  • Advertising is both applauded and criticized for its characteristics and roles on society. Advertising environment is changing and developing. The important changes in advertising are fragmentation of traditional media, growth of new media, and increasing clutter. The major issue in advertising and broadcasting system in Korea is reintroduction of in-program advertising on terrestrial television stations. The purpose of this study is investigate the responses of viewers to in-program advertising. This study considers program genre as mediating variable which may affect the viewers' responses to in-program advertising. Independent variables of this study are the insertion of in-program advertising (insertion/non-insertion) and program genres(news/educational/drama/entertainment program). Dependent variables of this study are viewers' responses, attitude towards broadcasting station and attitude towards advertiser. This study was run as a $2{\times}4$ factorial design with 30 subjects per cell, resulting in a total sample size of 240. This study randomly assigned each subject to 1 of the 8 treatment groups. The result of this study shows that in-program advertising induces negative responses of viewers, attitude towards broadcasting station and advertiser. And this study found that viewers showed the negative responses to in-program advertising regardless of program genre. The findings of this study illustrate the need of consideration and planning of in-program advertising to protect viewers' right.

  • PDF

A Study on the Issues and Direction of Virtual Advertising Regulation (가상광고 규제의 문제점 및 방향에 관한 연구)

  • Choi, Min-Wook
    • Journal of Digital Convergence
    • /
    • v.12 no.7
    • /
    • pp.103-112
    • /
    • 2014
  • The virtual advertising which emerged in new technology environment and new advertising environment has been executed lately. The right regulation of virtual advertising is very important to the growth of it, because virtual advertising is new form of advertising and it can change program contents easily. In addition, it's time for considering the overall supplementation of virtual advertising regulation, based on the results so far achieved. In this sense, this article examined the regulation of virtual advertising which has been executed since 2010. It first examines the characteristics of advertising in digital media convergence environment and the growth and effect of virtual advertising. Then, research problems were suggested. Based on the research problems, it examines the status of virtual advertising regulation for each country. Then, it analyzes and discusses the major issues related to today's virtual advertising regulation. The article concludes with policy recommendations.

The Current State of Domestic and Foreign Virtual Advertising and Revitalization Strategy for Virtual Advertising in Korea ; Centered on Qualitative Research (국내,외 가상광고 현황 및 국내 가상광고 활성화 방안 :질적 연구를 중심으로)

  • Cha, Young-Ran
    • The Journal of the Korea Contents Association
    • /
    • v.19 no.7
    • /
    • pp.199-210
    • /
    • 2019
  • Virtual Advertising, which was introduced exclusively in sports casting programs in 2010, has enlarged its scope to terrestrial TV networks' sports news, entertainment shows, and dramas by 2015. Such advertising deregulation allows broadcasting business operators to insert more various virtual advertising methods into TV programs. Despite recent evaluation that virtual advertising was deregulated to a large degree, it is still inadequate compared to foreign state of affairs and has a lot of room for growth. Therefore, this research explores a literature review of virtual advertising in other countries and considers possible ways for virtual advertising in Korea to move forward. Additionally, through in-depth interview with seven virtual advertising experts, the research unravels positive and negative impacts of virtual advertising as well as its current state of affairs and struggles. This research also analyses the regulation of virtual advertising and finally explores possible revitalization strategies. The results of the research show that it is necessary to first improve the viewers' favorable concerning virtual advertising in order to revitalize virtual advertising. Revitalization will also require a clarification of regulation as well as a more unified and consistent content review and rating system. Furthermore, it is imperative that data of advertising impact will be accessible to advertisers and that advertising regulation will loosen. Revitalization will also require a clarification of regulation as well as a more unified and consistent content review and rating system. Furthermore, it is imperative that data of advertising impact will be accessible to advertisers and that advertising regulation will loosen. It is necessary to further develop new techniques and creators of virtual advertising. The research suggests strategies and alternative paths for the growth and revitalization of the virtual advertising market in light of recently revised law.

Study of the Prior Review System about Medical Advertising on the Existing Laws

  • Kim, Woon-Shin;Joung, Soon-Hyoung
    • Journal of the Korea Society of Computer and Information
    • /
    • v.21 no.6
    • /
    • pp.97-106
    • /
    • 2016
  • This study tries to seek the is the realistic improvements and legislative measures about current medical advertising which was in the Court on 12 May 2015 by presenting and discussion the understanding, problems and its alternative direction of pre-deliberation on the existing law which is the decision on the constitutionality of health care advertising regulated health care advertising General commercial advertising has the right which have to be protected as the terms of the protection of know and freedom of expression and advertiser's there are sure to be in a value to be protected. Medical advertising is also a person in addition to the absolute value that includes both Due to the particularity of medical advertising in terms of life and the right to health Until now, this has been the target of strong regulations are changing the policy of gradual deregulation in our country, including the country. Medical advertising on the current medical law had been to be checked by pre-deliberation of the executive power. However, due to unconstitutional, in the circumstances which a false hype is flooding and increasing, it has been realized that the fair competition of medical community, life and health rights of the people are threatened by in reverse. In this regard, the abolition of the pre-deliberation system of medical advertising can be welcomed by abolition of the old system which is the legal and institutional censorship. Since its abolition, the alternative policy direction is insufficient also it is not clear. Therefore we need to study this. Therefore, in this paper, we try to find general theoretical background and problem of pre-deliberation system of medical advertising. Also, as trying to find feasibility or ambiguity of regulation and issues about medical advertising on medical law, we argued the provision of special measures of the medical advertising for introduction of integrated medical advertising deliberation committee which can ensure the independence and autonomy, strengthening of the monitoring on the internet advertising, legal resolving through amendments, strengthening of penalties, and establish special measures of medical advertising for the medical privatization and demand for the foreign medical tourist, etc. Empirical study about practical regulatory measures of medical advertising which converged the various opinions of consumer groups, government and academia, and medical community, and we expect hope to see the more realistic alternative provision.

The Effect of Mobile Advertising Platform through Big Data Analytics: Focusing on Advertising, and Media Characteristics (빅데이터 분석을 통한 모바일 광고플랫폼의 광고효과 연구: 광고특성, 매체특성을 중심으로)

  • Bae, Seong Deok;Park, Do-Hyung
    • Journal of Intelligence and Information Systems
    • /
    • v.24 no.2
    • /
    • pp.37-57
    • /
    • 2018
  • With the spread of smart phones, interest in mobile media is on the increase as useful media recently. Mobile media is assessed as having differentiated advantages from existing media in that not only can they provide consumers with desired information anytime and anywhere but also real-time interaction is possible in them. So far, studies on mobile advertising were mostly researches analyzing satisfaction with, and acceptance of, mobile advertising based on survey, researches focusing on the factors affecting acceptance of mobile advertising messages and researches verifying the effect of mobile advertising on brand recall, advertising attitude and brand attitude through experiments. Most of the domestic mobile advertising studies related to advertisement effect and advertisement attitude have been conducted through experiments and surveys. The advertising effectiveness measure of the mobile ad used the attitude of the advertisement, purchase intention, etc. To date, there have been few studies on the effects of mobile advertising on actual advertising data to prove the characteristics of the advertising platform and to prove the relationship between the factors influencing the advertising effect and the factors. In order to explore advertising effect of mobile advertising platform currently commercialized, this study defined advertising characteristics and media characteristics from the perspective of advertiser, advertising platform and publisher and analyzed the influence of each characteristic on advertising effect. As the advertisement characteristics, we classified advertisement format classified by bar type and floating type, and advertisement material classified by image and text. We defined advertisement characteristics of advertisement platform as Hedonic and Utilitarian media characteristics. As a dependent variable, we use CTR, which is the ratio of response (click) to ad exposure. The theoretical background and the analysis of the mobile advertising business, the hypothesis that the advertisement effect is different according to the advertisement specification, the advertisement material, In the ad standard, bar ads are classified as static framing, Floating ads can be categorized as dynamic framing, and the hypothetical definition of floating advertisements, which are high-profile dynamic framing ads, is highly responsive. In advertising, images with high salience are defined to have higher ad response than text. In the media characteristics classified as practical / hedonic type, it is defined that the hedonic type media has a more relaxed tendency than the practical media, and there is a high possibility of receiving various information because there is no clear target. In addition, image material and hedonic media are defined to be highly effective in the interaction between advertisement specification and advertisement material, advertisement specifications and media characteristics, and advertisement material and media characteristics. As the result of regression analysis on each characteristic, material standard, which is a characteristic of mobile advertisement, and media characteristics separated into 'Hedonic' and 'Utilitarian' had significant influence on advertisement effect and mutual interaction effect was also confirmed. In the mobile advertising standard, the advertising effect of the floating advertisement is higher than that of the bar advertisement, Floating ads were more effective than text ads for image ads. In addition, it was confirmed that the advertising effect is higher in the practical media than the hedonic media. The research was carried out with the big data collected from the mobile advertising platform, and it was possible to grasp the advertising effect of the measure index standard which is used in the practical work which could not be grasped in the previous research. In other words, the study was conducted using the CTR, which is a measure of the effectiveness of the advertisement used in the online advertisement and the mobile advertisement, which are not dependent on the attitude of the ad, the attitude of the brand, and the purchase intention. This study suggests that CTR is used as a dependent variable of advertising effect based on actual data of mobile ad platform accumulated over a long period of time. The results of this study is expected to contribute to establishment of optimum advertisement strategy such as creation of advertising materials and planning of media which suit advertised products at the time of mobile advertisement.