• Journal of the Korea Convergence Society
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• v.11 no.5
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• pp.117-123
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• 2020

The purpose of this research was to develop advertising curriculum demanded according to the change of company recruitment methods in the 4th Industrial Revolution. Focus group interview was conducted targeting advertising professionals in full-sized and digital advertising agencies. The results showed that the curriculum of advertising majors in Korean universities maintains the curriculum of the traditional media era, and the revision of the innovative curriculum suitable for the advertising environment in the 4th Industrial Revolution era was insufficient. In addition, there was a lack of career education suitable for the new hiring method of the company. On the basis of these findings, this study proposed an innovation plan for the major in advertising education.

• Journal of the Korea Convergence Society
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• v.10 no.3
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• pp.141-147
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• 2019

The purpose of this paper was to develop advertising curriculum demanded in advertising industry in the fourth industrial revolution. A survey was conducted targeting 121 human resources manager in advertising agencies. The results showed that advertising curriculum in Korean university was far behind coping with the fourth industrial revolution and needed to improve for suitable curriculum reform process. The results indicated that proper methods of operation for advertising curriculum were project based learning, practical work based education, convergence education with theory and practical work, and connection with software education. Practical and theoretical suggestions are interpreted in relation to the fourth industrial revolution and advertising education and manpower.

• The Journal of the Korea Contents Association
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• v.6 no.6
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• pp.125-135
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• 2006

A study of advertising semiotics is very important area based on the whole area of Film Industry and the study of semiotics has been continuously studied in the TV advertising field. If we only insist on the existing research area and expression techniques without considering new expression techniques resulted in consuming class and technological development, the scientific approach and analysis of advertising semiotics should be confronted by the limitation. so the purpose of this thesis is to analyze semicomical approaching method and analysis in TV advertising field through the meaning of advertisement and the technique of TV advertisements and show the necessity of study and production for the effective approach in both sides of commerce and art.

• Journal of the Korea Convergence Society
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• v.9 no.7
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• pp.155-162
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• 2018

This study explores the relationship between images and texts through advertising production using images and texts, and analyzes the student works with the semiotics of Roland Barth. Since Barth emphasized the interpreter's interpretation rather than the producer's intention in his work, he interpreted the work as a receiver. It was analyzed in terms of socio-cultural meaning of what students produced in the works. A total of 64 classes were held for the first two classes in D high school. The results of analyzing students' works after the advertisement production class are as follows. First, as a result of analyzing Barth 's myth structure model, advertisement image and text are symbols and have meaning. Second, advertising image and text complement each other and have the characteristic of interrelationship that constitutes meaning. Third, By attracting the socio-cultural implications inherent in the students' advertising, their values and interests could be discovered.

• Archives of design research
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• v.19 no.4 s.66
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• pp.145-154
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• 2006

In today's brand apartment ads, the image of high-tech apartment seeking consumers' convenience thanks to the introduction of ubiquitous and the image of nature-friendly apartment stressing consumers' well-being life have become a main stream. However, it seems that there lacks differentiation in expressing ad images, except some brands. This may also be related to the matter of providing effective communication, which is the ultimate goal of advertisement. Therefore, to suggest the effective communication methods of brand apartment ads, this study semiologically translated first the images thai recent brand apartment ads present, and then in order to review whether these images are properly delivered to consumers, this study conducted the image survey for brand apartment ads with 123 subjects, who are the group of design professionals. As a result, the survey showed that, in the semiological translation of ad expression, meaning sharing is made when ad concept and ad image are semiologically consistent, and it showed that the realization of successful ad communication between advertisers and consumers is possible, which starts from this kind of meaning sharing. Based on the results of this study, we could know that the introduction of semiology into ad planning can be a logical judgment criterion to provide effective ad communication.

• Journal of the Korean Society for information Management
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• v.22 no.4 s.58
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• pp.5-22
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• 2005

As the development of advertising industry and media the research about an advertisement get accomplished. As the result information resources called on the advertising materials are on an Increasing trend. However, it looks into the classification system In advertising field of KDC, the problems are as the follows : (1) the classification items are too incomplete, (2) the main class is badly arranged. The reason have no regard for the correlation with a science. So, it gives rise to confusion to the librarian and user. The purpose of the study is to present the improvement plan on the classification system in advertising field of KDC. In order to build the improvement plan, the four steps are utilized. The first step Is to investigate the characteristic of sciences on advertising and a type. The second one is to survey the current status of the library classification as KDC, NDC, DDC, and LCC. The third one is to analyse the classification system of library and web site on the advertising. The forth one is to grasp the problems on the classification system In advertising field of KDC.

• Cross-Cultural Studies
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• v.42
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• pp.241-260
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• 2016

The purpose of this article is to represent the types of advertising in the modern Russian language as 'Play of Words' (игра слов). The causal reason for this phenomenon is studied from the result of certain characteristics of advertising. The definition and characteristics of the language of the advertisement are analyzed in achieving the goal, as these factors reveal how language is used to maximize the effectiveness of the advertising. Academic research is needed in the collaborative fields of linguistics, psychology, economics, sociology, marketing, literature, art, and music. Modern advertisement is mixed with semiotic objects that consist of display, sound, and texts. While this study is not complete, the acknowledgement of the phenomenon 'Play of Words' between the creators of advertising and the consumer is undeniable. On one hand, advertising is recognized by linguists as the main factor that destroys the literary language. It represents the distortion of a standard language norm, as opposed to formal linguistic means used in advertising. In this research, we pay attention to the frequent use of foreign language borrowings and incorrect representation of foreign words, slang and jargon, that occur in misspelled usage of literary norms. The features that are revealed in this article are helpful to understand the purpose of advertising.

• Archives of design research
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• v.15 no.4
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• pp.231-242
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• 2002

Due to the various reasons reducing the advertising effects in such as message reliability declining, target segmentation, and information technology, creative becomes more important than ever before. And this is more true in print advertising than electronic ones. The purpose of this study is to support to develop more effective advertisement in print advertising. Parody advertising, a postmodernic technique, effectiveness was tested empirically. Top-of-mind awareness, reliability toward advertising, attitude toward advertising, attitude toward brand, and purchase intention were adapted as a scale to measure the effectiveness of parody and non-parody advertising. Result proved the parody advertising shows higher effects than non-parody one. Conclusively saying that parody could be one of the possible ways to increase effects on print advertising to survive from the heavy competition and low attention.

• (The) Korean Journal of Advertising
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• v.25 no.1
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• pp.179-201
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• 2014

This study explored mutual perceptions among clients, agencies, and consumers on the evaluation of ad creativity applying the co-orientation model. In order to investigate agreement, congruence, accuracy among three groups, they exposed to real commercials as stimuli and evaluated ad creativity of them in terms of four dimensions, such as originality, appropriateness, clarity, and relevance. Results indicated that agreement between agencies and consumers is relatively high, whereas one between clients and agencies is relatively low. Also, clients show relatively higher level of congruence, but agencies have relatively lower level of one. Accuracy between agencies' evaluation of ad creativity and clients' perception of agencies' view on ad creativity, and between consumers' evaluation of ad creativity and clients' perception of consumers' view on ad creativity would be relatively high. On the other hand, accuracy between clients' evaluation of ad creativity and agencies' perception of clients' view on ad creativity would be relatively low. Results showed that there is a need clients and agencies to consider on consumers' viewpoints on ad creativity.

• Proceedings of the Korea Information Processing Society Conference
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• 2021.11a
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• pp.1334-1336
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• 2021

흔히, 웹 플랫폼에서 검색했을 때, 게시글 마지막부분에 광고인지 여부를 판단 할 수 있는 관련 글들이 나타난다. 이 글들은 사용자의 판단력을 흐리게 할 수 있다고 판단되며 개선의 필요성이 제기된다. 따라서 본 논문에서는 사용자들에게 웹 게시글에서 나타나는 광고성 여부에 대해 신속한 판단이 가능하도록 하는 환경에 대한 연구를 하고자 한다. 본 논문에서는 게시글에 포함된 광고 관련 문구를 찾아 페이지 상단에 해당 정보를 제공하는 프로그램을 제작 게시함으로써, 광고여부를 판단할 수 있도록 하였다.