• Journal of Global Scholars of Marketing Science
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• v.8
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• pp.491-513
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• 2001

It has not been a long time since a comparative advertising was emphasized in the advertising industry and academics. The issue is whether comparative advertising is more effective than noncomparative advertising, and if it is true, then under what conditions it is more effective. Based upon previous research results and expertises' opinions, the authors try to figure out the hierarchy of comparative advertising effect and its determinants. The objective of this exploratory study is to develop a conceptual model on comparative advertising effect and research propositions. This model would provide us with broader understanding on comparative advertising, practical guidelines for comparative advertisement production, and foundations of developing more detailed model on comparative advertising effectiveness.

• Archives of design research
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• v.13 no.3
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• pp.111-122
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• 2000

To achieve the advertising objectives, we must first draw out consumer's advertisingto advertising, and then realize the data processing course from comprehension to the retention of the advertising contents. In current media environment, however, the value of advertising as the method of attracting consumer's attention is declining due to the current situation of newspaper and magazine advertising as follows. As for newspapers, competitive messages are increasing on a continuous basis; the size of advertising section and the number of newspaper pages has been increased along with the popularization of color advertising. As for magazines, more pages are allocated for advertising rather than for the actual contents. In such communication environment, it is believed that only the advertising capable of uniquely appealing to consumers can achieve the purpose of advertising. Hence, this research attempts to discuss the effective ways of promoting attention in print media through the case studies covering the design principles relating to layout and the layout format, among the visualization processes related to the consumers'memory.

• The Journal of Society for e-Business Studies
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• v.17 no.4
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• pp.155-174
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• 2012

As Online Behavioral Advertising is dramatically growing with usefulness of information and user convenience in recent years, there are privacy issues caused by collecting user's behavioral information without their consent. To tackle the problem, the need of Do Not Track regulations is getting much higher. In Korea, however, it has never existed. So, this study is examining the case of the major countries have been enforcing the law and regulations of DNT. After that, it is classified with four domain (law/regulation, corporation, individual, society) to include all stakeholders of OBA. Furthermore, this study may have academic significance by suggesting DNT framework through analysis of them. Providing DNT mechanism consisted of three type (behavioral information, control, DNT system), it can be useful guidelines for companies to support decision making as introduced DNT. As analyzed between DNT and stakeholders based on the study of OBA market, it will be useful basic material of OBA study later.

• Economic and Environmental Geology
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• v.45 no.4
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• pp.431-440
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• 2012

This study examines the communication status and strategies of geological resource related companies in Korea through the comparison with American companies. Through this analysis, this study is to draw the domestic companies' characteristics and problems on communication, and even to suggest how to execute the communication about geo-technologies at national level. The results indicate that geo-technologies related compaies in Korea don't use a lot of advertising communication as means of providing informations about corporate itself, corporate activities, and it's product, etc. And the companies using advertising communication tend to execute more organization advertising focusing on corporate image than product advertising. The advertising utilized by geological resource related companies is usually targeted at consumers, they don't use advertising endorser actively. And all the companies analyzed in this study have their own website and run it. This study provides some recommendations on communication strategies and executions for various geo-technologies related organizations. (1)Advertising strategies for establishing a specific image (2)Advertising message for understanding about geo-technologies (3)A variety of advertising creative (4)A consistent advertising concept and message strategies (5)A consideration about website in terms of PR (6)Information on website for various stakeholders (7)Providing various information message on website.

• Proceedings of the Korea Information Processing Society Conference
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• 2023.11a
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• pp.583-586
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• 2023

대량 문자서비스를 통한 스팸 문자가 계속 증가하면서 이로 인해 도박, 불법대출 등의 광고성 스팸 문자에 의한 피해가 지속되고 있다. 이러한 문제점을 해결하기 위해 다양한 방법들이 연구되어 왔지만 기존의 방법들은 주로 사전 정의된 키워드나 자주 나오는 단어의 출현 빈도수를 기반으로 스팸 문자를 검출한다. 이는 광고성 문자들이 시스템에서 자동으로 필터링 되는 것을 회피하기 위해 비정상 문자를 조합하여 스팸 문자의 주요 키워드를 의도적으로 변형해 표현하는 경우에는 탐지가 어렵다는 한계가 있다. 따라서, 본 논문에서는 이러한 문제점을 해결하기 위해 딥러닝 기반 객체 탐지 및 OCR 기술을 활용하여 스팸 문자에 사용된 변형된 문자열을 정상 문자열로 복원하고, 변환된 정상 문자열을 문장 수준 이해를 기반으로 하는 자연어 처리 모델을 이용해 스팸 문자 콘텐츠를 분류하는 방법을 제안한다. 그리고 기존 스팸 필터링 시스템에 가장 많이 사용되는 키워드 기반 필터링, 나이브 베이즈를 적용한 방식과의 비교를 통해 성능 향상이 이루어짐을 확인하였다.

• Digital Contents
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• no.1 s.116
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• pp.100-103
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• 2003

디지털콘텐츠는 기획, 제작 및 유통, 구입에서 결제, 이용까지 모두 네트워크와 PC로 처리되는 전자상거래의 독자적인 분야이다. 문학, 음악, 미술, 만화, 영화, 캐릭터, 애니메이션, 컴퓨터게임, 광고 등 저작물을 디지털 방식으로 제작·처리·유통한다. 디지털콘텐츠의 제작을 위해서는 하드웨어로서의 컴퓨터 시스템, 소프트웨어로서의 운영체제와 플랫폼, 콘텐츠 유통채널로서의 디지털 방송망, 유무선 정보통신망, DVD등 패키지 미디어에 대한 기본적인 이해를 필요로 한다. 그 외 프로그래밍 언어, 2D·3D 컴퓨터그래픽 기술, 사운드 및 음악 제작기술, 다양한 콘텐츠 저작 도구 등에 대한 이해가 필요하다.

• Korean journal of communication and information
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• v.38
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• pp.147-182
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• 2007

This study conducted a comparison analysis on the difference in the subjectivity structure of Korean and Chinese consumers based on their types of perception on advertisements of automobiles which has a high degree of self interest. The primary reason for conducting a comparison study of Korean and Chinese consumers was to concretize the characteristics of Chinese consumers who have enormous potential and rapid growth in the global market. In addition, by comparing the characteristics of Korean and Chinese consumers that changed with differences in social systems and socio-economic characteristics, the purpose was to present an advertising strategy idea that is useful for both countries. Furthermore, when taking into consideration the reality that the world must compete in a single market commonly referred to as the global market, understanding the subjectivity structure of perception of Korean and Chinese consumers is critical in establishing a strategy for occupying the upper position of dominance in such competition. Based on the results of the study, subjectivity structures on the perception of advertisements possessed by Korean and Chinese consumers of the same Asian culture differed but were mutually interrelated. Such results suggest that there is a need for further studies of generalization and objectification through a quantitative approach.

• Korean journal of communication and information
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• v.32
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• pp.333-367
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• 2006

This paper attempted to examine to what extent advertising as expression has been constitutionally protected through an analysis on the reputational-right-related legal cases. In order to make the understanding more clearly, this paper applied Van Alstyne's graphical depiction on how commercial speech is protected compared with other constitutional rights such as political speech, private expression, defamation, and obscene expression. Through the analysis, this paper found out that first, in the legal cases, there has been no consideration on whether the status of the plaintiff is public figure or private figure, whereas in the libel cases, Korean courts has made a distinction between public figure and private figure since 2002; second, when the case is concerned with corporations, the Korean courts do not give consideration on the status of corporation, while the status of corporation is a somewhat important factor in deciding the degree of responsibility in the U.S.; third, even though it is clear that advertising in Korea is being protected as expression, it is nebulous whether it is well balanced with other personal rights that are constitutionally protected. Conclusively, applying the Alstyne's graphical depiction on Korean advertising, it advertising as expression in Korea is being provided lower protection than defamation. To put it differently, like the case in the U.S., advertising, although it is allegedly protected as expression, does not yet enjoy full-fledged constitutional protection in Korean society. Rather, there must be some actions to be taken to enhance the degree of protection of advertising.

• Proceedings of the Korean Information Science Society Conference
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• 2007.10c
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• pp.205-209
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• 2007

인터넷과 핸드폰의 보급으로 컴퓨터 사용자가 전자 메일 통한 통신 방법이 활발하다. 전자 메일의 사용은 개인적인 일은 물론 기업 사무, 광고 메일, 뉴스, 광고 메일 등 폭넓게 이용되고 있다. 전자 메일 클라이언트에 자연언어처리의 고급 기능의 탑재와 컴퓨터 바이러스 혹은 스팸 메일을 방지하는 고기능이 임베디드 되어야 한다. 자연언어처리 기법을 이용하여 전자 메일의 내용에 포함된 작성자의 "즐거움", "성남", "슬픔"등 인간의 복잡한 감정 표현을 송신과 수신 프로세서에서 이해시키며, 전자 메일을 송신하기 전문서의 내용 중에 불쾌한 표현을 제거하여 문서 교정을 독려하는 지능적인 전자 메일 클라이언트 시스템을 설계하였다.

• CDE review
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• v.3 no.2
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• pp.41-44
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• 1997

Web을 위한 에이전트를 구축하거나 구입할 때, 우리는 그 에이전트가 가능한 한 잘 수행하기를 바란다. 이는 점점 에이전트가 Web의 정보 자원들 뿐만 아니라 거기에서 운영되는 다른 에이전트들을 이용할 수 있어야 함을 의미한다. 그리고 멀지 않아 대단히 많은 에이전트들이 존재할 것이다. 정보적으로 혼란한 Web으로부터 진화할 것으로 보이는 계산구조는 사용자, 서비스, 그리고 데이터 자원들을 대표하는 무수한 에이전트들로 구성된다. 이러한 구조에서의 전형적인 사용 패턴으로, 자원 에이전트는 서비스들에 광고하고, 사용자 에이전트는 이러한 서비스를 이용하여 자원 에이전트를 찾아 필요한 정보에 대해 질의하는 것이다. 서로 다른 사용자들을 대표하는 에이전트들이 정보를 찾고 융합하는데 협력할 수도 있으나, 상품과 자원을 위해 경쟁할 수도 있다. 유사하게 서비스 에이전트들은 사용자, 자원, 그리고 다른 서비스 에이전트들과 협력하거나 경쟁할 수 있다. 그들이 협력자이건 경쟁자이건 간에, 에이전트들은 목적을 갖고 상호작용해야만 한다. 대부분의 의도적인 상호작용은 - 정보를 알려주거나, 질의하거나, 또는 속이기 위하여 - 에이전트들이 서로 대화하는 것을 필요로 한다. 그리고 이해 가능한 대화를 위해서는 서로가 이해할 수 있는 언어가 필요하다.