• Proceedings of the Korea Contents Association Conference
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• 2019.05a
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• pp.235-236
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• 2019

이 연구는 청력손실 예방 공익광고 메시지가 프레이밍 유형(긍정/부정)과 자기효능감 정보제공(유/무)에 따라 수용자의 청력손실 예방의도에 미치는 영향을 검증한다. 개별 참여자들의 개인적 특성으로 지각된 위험과 미래지향 시간관을 메시지 효과에 영향을 미칠 수 있는 변인으로 설정했다. 이를 통해 청력손실 예방에 대한 이해와 관심을 증진시키기 위한 캠페인을 진행할 때 메시지 전략측면과 실행의 효과면에서 메시지 내용의 표현방법과 효율적 전달방법에 대한 함의를 제시한다.

• Journal of the Korea Convergence Society
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• v.13 no.1
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• pp.179-188
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• 2022

This study discovers the general characteristics of B-class Emotional Advertisements and analyses their trend. A content analysis was conducted on 498 advertisements on-aired between 2015 and 2020, which were sampled from the advertisements registered in the TVCF(www.tvcf.co.kr), the largest advertisement web portal in the Republic of Korea. The analysis concludes that the B-class Emotional Advertisements, employed in a wide range of genre, is most incorporated in comedy/exaggeration genres and is on a rising trend due to 2020 COVID-19 Pandemic. Furthermore, it is confirmed that the utilization of B-class emotional advertisement has also increased in domain of non-commercial advertisements, such as Public Service Advertisements, Governmental/Organizational Advertisements, and Corporate Public Relations (PR) Advertisements. The study validates the transformation of the B-class emotional advertisements from a demonstration of an eccentric minority subculture to an epitome of a new and adventurous mainstream culture, successfully serving a central role in both the commercial and non-commercial sectors. Depicting the caricatures of the social, cultural and economic phenomenon and the recent surge of individual's depression, fatigue and pessimism, B-class emotional advertisements provide sympathetic and emotional alleviating ground for people that contributed to its rise.

• Journal of Korea Entertainment Industry Association
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• v.14 no.7
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• pp.389-395
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• 2020

This discussion is a study that proposes to introduce a strategy to positively interpret the narrative meaning in media language based on a generalized cognitive environment in order to activate correct media literacy in the era of cultural convergence. have. In particular, by using advertising content that has the most reinforced creativity related to cultural interpretation, it was induced to grasp the informational manifestation of that era and to reproduce meaning interpretation with relevance. In addition, it attempted to utilize an argumentative writing strategy in the process of reproducing Korean language learners' writing, which was capable of cognitive interpretation. The intention of the public service advertisement content developer always expects a positive effect in the social and cultural aspect, and the learner dreams of reflection and a correct future through the effect. The research on activating media literacy in the era of cultural convergence, which I intended, has not yet been much discussed. We hope that the proposed discussion of this study will be actively utilized in mass media language education of the contents of textbooks for Korean language learners, and we are sorry for the part that does not contain quantitative analysis contents, and we expect the results in subsequent thesis.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.9
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• pp.394-400
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• 2016

This study reviewed critically the music regulations of broadcasting advertising and analyzed the post reviews of Korea Communications Standards Commission(KCSC) to find their problems and suggest alternatives for their improvements. As general core regulations, lyrics changes of children's song is banned except in non-commercial public advertising and lyrics changes to folk songs are permitted unless it includes the product related expressions, such as brand name; both of their arrangements are permitted. According to the items, the lyrics of the CM song of drug advertising should not include its brand name; alcoholic beverage advertising is banned if the lyrics of the CM song include product-related brand name or an expression encouraging drinking. The rationales of these regulations of restrictions or prohibitions of music in broadcasting advertising are unclear and are insufficient. Therefore, it will be necessary to improve them based on the evidence or knowledge by more valid research in the future.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.24 no.1
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• pp.43-48
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• 2024

This study sought to examine the effectiveness of mobile applications, which have recently increased persuasion effects by stimulating consumer experiences. In particular, to determine how content for public interest affects users' attitudes and beliefs, we selected interactivity and public interest as characteristics of mobile applications and examined their relationship. One of the actual applications was selected for research and the reactions of subjects who experienced it were investigated. As a result, the interactivity and public interest of mobile applications were found to have a direct and indirect influence on content attitude and beliefs, and it was confirmed that content attitude can affect beliefs. These research results show that cognitive structure can be influenced by reinforcing the audience's attitude toward content.

• The Journal of the Korea Contents Association
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• v.18 no.3
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• pp.183-195
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• 2018

This study attempts to analyze the effects of public advertising about suicide prevention and to investigate how the attitudes and perceptions of the message recipients differ according to the message framing type (positive vs. negative) and the appeal type (self-oriented/other-oriented). Positive messages, rather than negative messages, have a greater impact on people's respect for life and on attitudes to suicide. Respect for life attitudes were more positive among subjects who received an other-oriented message than among those who received a self-oriented message. Among the individual characteristics variables, the level of cognitive emotion regulation showed a significant impact on attitudes to respect for life and on attitudes to suicide.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.128-137
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• 2021

The purpose of this study is to examine the effect of sympathetic reactions to public service advertisement video messages produced for health campaigns. To this end, based on the empathy response scale proposed by Campbell & Babrow (2004), the empathy response to the images of nine health campaigns with themes of smoking cessation, tuberculosis, and suicide triggered fear of health risks and health behaviors (information seeking, preventive actions). As a result of the analysis, among the factors of empathy reaction, the reality of the message creative, the match of emotions, and the identification of the characters in the video each played a role in raising fear, and it is rather fear that logically understanding the situation that causes health problems through the health campaign video It was found that it played a role in reducing health information seeking behavior. On the other hand, it was found that the higher the degree of interest, such as sympathy for the characters in the video, among the factors of the sympathetic response to the health campaign, the higher the intention of preventive action to reduce the health risk.

• The Journal of the Korea Contents Association
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• v.11 no.8
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• pp.331-341
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• 2011

The study empirically analyses a linear relationship between terrestrial advertising rates and viewer ratings. Consistent with the results of preceding studies, the present study finds a convex relationship between standard advertising rates and viewer ratings. However, after all other sales practices are taken into account, a linear relationship is documented between per-minute advertising revenue and viewer ratings. Absent the exact functional relationship between the two, it is hard to evaluate accurately how efficiently or inefficiently the current GS System has operated, but it tells us that a certain level of market mechanism prevailed within the system. The findings are consistent with the 1 Public-1 Private Media Representative alternative among many alternatives currently sought by the KCC should we accept the premise that the public aspect is as equally important as, if not more important than, the efficiency aspect of terrestrial broadcasting.

• The Journal of the Korea Contents Association
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• v.19 no.10
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• pp.290-305
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• 2019

As laws regarding the execution of governmental and public corporate advertising have been enforced since 2018, the need for the increase in effectiveness and public benefits of governmental advertising has been suggested. This research focuses on the government's health campaigns regarding well-being, hygiene, and safety and thus conducts an in-depth research into strategies and the future course of policies. First, it analyzes domestic/international governmental advertising in the realm of health campaigns and specifically studies governmental advertising that employs media technologies in health communications. Furthermore, through in-depth interview with 10 health campaign experts, the study explores possible plans of utilizing the ever-developing field of digital technology. The results of this research show that it is imperative to target and strategize according to the purposes of health campaigns. It is also important to set the appropriate parameters of the campaigns according to the given budget while securing the quantity and quality of creativity. Also, it will be crucial to utilize media technology to the fullest extent and strategize around it. Therefore, this research suggests theoretical as well as practical strategic plans to increase the effectiveness and efficiency of governmental advertising in the realm of well-being, hygiene, and safety in health campaigns.

• Proceedings of the Korea Contents Association Conference
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• 2009.05a
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• pp.1031-1035
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• 2009

Metaphors, as an important way to deliver information and convince the audience, have been used in print advertising extensively. This study researches the concept of metaphors and analyses seven Chinese advertisements in which metaphors are used in public service advertising. The nature of metaphors is to express one thing by using another thing. Using metaphors can put some creative ideas into pictures and make the pictures full of visual impact. Then the target audience will pay more attention to the picture and become impressed. When people look at the advertisements using metaphors, they will definitely look up in their existing knowledge to understand the message which the advertisements are delivering. So this makes the advertisements more attractive and the people would be more easily convinced.