• (The) Korean Journal of Advertising
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• v.29 no.7
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• pp.29-53
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• 2018

In our study, we investigated the effects of position of endorser and endorser's gaze direction(direct/averted_image/averted_text) on advertising attitude, purchase intent and brand recognition using eye-tracking method. Focusing on the printed cosmetic ads which the role of endorser is important and indirect persuade route is relatively is emphasized, we conducted experiment on 36 participants in 20s. As prior studies, our results shows that participants paid attention to more and faster on specific element which the endorser is gazing at. But it was not reflected to ad attitude and purchase intent directly. When the endorser is positioned in left the side, the highest purchase intent was shown in direct gaze condition, while when the endorser is on the right side, the highest ad attitude was shown in gazing image condition. Additionally, the brand recognition task following eye-tracking experiment shows that recognition accuracy was higher only in condition which the endorser is in the left side looking at the product image. These results demonstrated that the gaze direction of endorser plays a role as attentional guidance, which means it can lead customer's attention to particular region in the printed ad, but the effect can be varied depending on the position of endorser and which type of information the endorser is gazing at. Therefore, ultimately, to increase customer's ad attitude and purchase intent, complex consideration of not only the gazing direction of the endorser, but the position of endorser and other diverse elements is necessary.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.16 no.7
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• pp.4424-4431
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• 2015

The purpose of the study is to analyze the judicial precedents of the copyright relating to advertising focusing on the photographic works and find the characteristics of the legal principles of the copyright infringement or no. As the results of the analyses of the exact 6 precedents, the creativity of the works was the main issue of the judgment of the copyright infringement or no, comparing that 'on the basis' and 'practical similarity' were mainly applied the judgment. It is implied that the photographic works depending on the technologies are more difficult to prove their creativity, and the simple photo of the product itself without or lack of the photographer's creative effort and labor is not acknowledged as a copyrighted work in advertising area.

• The Journal of the Korea Contents Association
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• v.12 no.4
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• pp.156-163
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• 2012

In 2011, in the Olympus advertisement appeared a copy of 'Writing of Picture'. Usually, the verb of 'Shoot' is commonly attached behind the picture, but a new sentence was made connecting 'writing' into the picture in the advertisement. With entrance of the digital era, the digital devices became popular, and the behaviors people post messages and pictures together on the internet site also became popular. Whether we first take a picture and then make a writing later, or whether we first make a writing and then take a picture later, the meaning of 'writing' and 'shooting' is actually alike in the digital era. People now use various images and writings, at the same time, of the pictures in expressing their own selves positively. This soon means not only that the pictures are helpful for writings, but also that the delivery of the meaning is not carried out only by characters. To the digital natives who have grown within many images, this atmosphere is a natural thing. In the field of Korean language education, the study of making use of the pictures and media for writings is in progress.

• Journal of the Korea Convergence Society
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• v.9 no.3
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• pp.187-201
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• 2018

Three types of Ad message convergence, A Letter, B Letter+Photo, C Letter+Photo+Video on the Facebook advertising were researched. For this research, three types of sample advertisements were tested on the 230 subjects. And the H1 - How do three types of advertisements differ on the SNS main trait, H2 - Among those Informativity, Reliablity, Playfulness, Intractivity as the SNS main trait, what is the more powerful factor on the brand attitude / Purchase Intention. For this research the ANOVA, Scheffe, Regression Analysis was used. As a result, H1 - The effect power of Playfulness and Interactivity on the three types of Ad message convergence ranked as "A

• 한국패션뷰티학회:학술대회논문집
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• 2006.11a
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• pp.27-28
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• 2006

• Proceedings of the Korea Contents Association Conference
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• 2013.05a
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• pp.23-24
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• 2013

본 연구의 목적은 한국 잡지 속에 나타난 자동차광고의 레이아웃디자인 트랜드를 연구해 보고자 한다. 국내자동차 전문국내 잡지 모터매거진(motor magazine)속에 나타난 자동차잡지광고 50개를 조사 분석하여 타이포그래피, 사진, 색상, 여백의 4가지 요소를 분석한 결과 사진의 배경은 자연이미지를 주로 쓰고, 자동차사진은 입체감이 잘 나타나도록 45도 각도로 되어있으며, 가독성의 중요함을 서체의 크기나 정렬방법을 통하여 알 수 있었다.

• Proceedings of the Korea Information Processing Society Conference
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• 2012.11a
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• pp.1170-1172
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• 2012

최근 들어 위치기반 지도 서비스는 급격하게 활성화된 사업 영역으로 지역광고 등 많은 수익원을 창출하고 있다. 따라서 본 논문에서는 지도 서비스에 핵심기술 중 하나로 사용되고 있는 스트리트뷰, 로드뷰의 파노라마 사진 지원 서비스를 스마트폰에서 지원할 수 있는 시스템을 설계하기 위한 연구를 수행하고자 한다. 이를 위해 스마트폰을 기반으로 사용자들이 쉽게 파노라마 사진을 제작할 수 있도록 사진 촬영 가이드를 제공하고 여러 장의 사진에서 불필요한 부분을 제거하고 사진 연결 부분의 자연스러움 등을 처리하는 알고리즘을 적용하여 한 장의 사진으로 제공할 수 있는 방식에 대해 제안하고자 한다.

• Journal of the Korea Fashion and Costume Design Association
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• v.19 no.4
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• pp.17-27
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• 2017

This study analyzes the trends of photo image components and forms of expression in global fashion advertising photos. First, photo image components are classified into seven categories: location (indoor-outdoor), the model's movement, pose, facial expression, gender, race and number of models. The forms of expression are classified into six categories: direct expression, sensual expression, symbolic expression, storytelling expression, dramatic expression, and sexual expression. With the aforementioned classifications, the trends were studied for three years from 2013 to 2015. The analysis result indicates the following: for the details of photo image components, the portion of indoor photos, static poses and conscious facial expressions was over 60% of the total for every season of the 3 years, while there was a slight increase in the number of models and the diversity of races. For the forms of expression, the sensual expression showed the largest portion accounting for over 50% of the total, followed by direct expression and storytelling expression. The findings from this study show that the trends of photo image components and forms of expression in global fashion advertisements are changing. Therefore, domestic companies will need to develop photo image components and forms of expression in line with the changing global fashion advertisement trends.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2017.06a
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• pp.241-242
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• 2017

최근 영화, 광고, 미디어 전시 등의 분야에서 다양한 특수 효과가 처리된 장면의 연출이 적용되고 있다. 특히, 미디어 전시, 공연 등에서는 관객 혹은 공연자의 움직임에 반응하는 예술적 영상의 인터랙티브 표현들이 시도되고 있다. 이에 본 논문에서는 광고, 전시 등에서 효과적으로 활용될 수 있는 인터랙티브 포토 모자이크(photographic mosaic) 영상을 생성하는 시스템을 제안하였다.. 제안 시스템에서는 관객의 출현을 인지하고, 관객의 얼굴을 자동으로 캡쳐하여 관객의 얼굴 사진을 이용한 모자이크 영상을 실시간으로 생산한다. 이 때, 흥미 유발을 위하여 모자이크를 구성하는 관객의 얼굴 사진 조각들이 움직임을 가지는 작은 사각의 입자로 표현되어 서로가 충돌하며 자연스러운 움직임을 통하여 하나의 영상으로 맞춰가는 모습이 보여지도록 하였다.

• Proceedings of the Korea Contents Association Conference
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• 2009.05a
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• pp.383-389
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• 2009

For teaching Advertisement Drawings practically, knowledge of Outdoor Advertisement Practice must be ahead of drawing practices. For understanding and practicing of various materials, treatments, manufacturing process and arrangement on drawings, it is desirable understanding outdoor manufacturing process, and making use of a mock-up. Actually, technical books about outdoor advertisement are very insufficient. As a teaching media based on the actual field for advertisement drawings, snapshots of the field and actual process and a mock-up of a signboard was prepared for practical application.