• The Journal of the Convergence on Culture Technology
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• v.9 no.3
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• pp.205-211
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• 2023

In this study, we analyzed the potential application and validity of ChatGPT, an artificial intelligence technology currently gaining attention across various fields, for the creation of advertising photographs. To do this, we examined the relationship between the visual elements of advertising photographs and language, and investigated use cases of ChatGPT in advertising. Furthermore, we analyzed the elements of each stage in the advertising photograph creation process and conducted expert interviews to determine the validity of ChatGPT's application in these stages. The results revealed that, although somewhat limited, the feasibility of using ChatGPT was found to be high in the planning stage of advertising photographs, but lower in the actual shooting and post-production stages. Considering these findings, it is necessary to continuously monitor the progress of AI technology and strive to enhance the creativity and efficiency of advertising photograph production through collaboration between technology and humans.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2007.11a
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• pp.440-447
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• 2007

사진은 시각화되어 있으면서도 사용자가 생성하기 쉽다는 이유로 가장 인기 있는 컨텐트 중 하나이며, 사진을 찍은 위치 정보는 해당 장소가 갖는 특징 혹은 상징성으로, 상품 및 서비스와 연관성을 갖고 있기 때문에 상거래의 매개체가 될 가능성을 내포하고 있다. 그러나 현재의 상거래 환경에서는 사진의 위치정보를 자동화, 체계화하여 저장하고 활용하는데 한계를 가지고 있어서 사진 자체가 상거래에 활용되는 모델을 찾아보기 힘들다. 본 연구에서 제시하는 U-Photo 비즈니스 모델은 사용자가 찍은 사진의 배경에 해당하는 장소를 그 장소를 통해 광고를 하고자 하는 광고주와 연계하고, 그 사진을 클릭했을 때 광고주의 사이트가 로딩 되도록 하는, 컨텐트 생성자, 컨텐트 소비자, 광고주 연계 비즈니스 모델이다. 본 논문은 유비쿼터스 컴퓨팅 환경에서 사진을 활용한 비즈니스 모델을 제안하고, 본 비즈니스 모델이 어떤 함의를 지니고 있는지를 분석하며 시장에서 실제 작동할 조건을 예측하여 본 비즈니스 모델을 평가한다.

• Journal of Digital Convergence
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• v.19 no.7
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• pp.71-77
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• 2021

This study aimed to suggest ways to utilize local governments' SNS by recognizing whether advertising affinity affects advertising effectiveness and significant differences between photo types (personality or absence) and generation. The survey was conducted from 1 April to 16 April 2021, and a total of 235 copies were used for empirical analysis. According to the analysis, advertising likeability affects advertising effects, and photos involving tourists have a greater impact on advertising effects in their 20s. This will require local governments to make various efforts to identify the generations that access SNS the most, and to encourage them to post photos suitable for that generation, along with ensuring that tourists' photos are posted at tourist attractions.

• The Journal of the Korea Contents Association
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• v.15 no.1
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• pp.64-73
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• 2015

Describing the filmography of Yong-ho KIM simply in a few sentences is considered nearly impossible. For the last 20 years and longer, KIM has been building up his career energetically as he never lets himself obsessed with any particular boundaries or areas but work on everything from paper advertisements to art galleries, advertising photographs and pure photographs. The Photolanguage personally mentioned by Yong-ho KIM himself is to visualize this imaginary story in a form of photograph, which one would come up with before shooting. When it comes to the advertising photographs, since they are used basically to sell products, they are considered rather temporary, and in addition, they photograph the products mostly under these bright lights with colorful backgrounds behind. However, Yong-ho KIM was recognized for presenting very much different work as he went even beyond these old stereotypes of the advertising photographs. The advertising photographs processed by KIM do more than merely introducing details or functions of some products, but they deliver these values and cultures that consumers can enjoy and gain through these original stories about the products. Of several pieces of KIM's work, this advertisement on Hyundai Card named was invited to an exhibition by a private gallery after the work was exposed through various media. The work was even purchased, and that was something that had not happened before in the history of the relevant field. When a photograph is purchased, it makes the photograph recognized for its value to be possessed, and when a photograph is displayed, it, again, makes the photograph win recognition as an art work. This thesis discusses the Photolanguage found in the works of Yong-ho KIM, one of the most well-known advertising photographers in South Korea. The research inquiries that have been analyzed in the body of the thesis, therefore, are the photographs and language in the digital era, the story-telling advertisements and these works by Yong-ho KIM.

• Journal of Global Scholars of Marketing Science
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• v.16 no.3
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• pp.39-60
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• 2006

The purpose of this study is to investigate the effect of two different characteristics of music(tempo) and advertising photograph(type) in a fashion store on consumers' emotional responses and approach behavior and to suggest competitive in-store atmospheric strategies. To test the conceptual model, this study used a video simulation method. Researchers selected a fashion casual wear retail store for young people and videotaped to provide realistic store settings. Two different levels of background music(fast, slow) and advertising photograph(sexy, cheerful) were inserted into the video clip generating four stimuli. Including a stimulus for the control group, 5 video clips were created. A total of 289 subjects answered the questionnaire after viewing a two-minute video clips. The results are as follows: First, advertising photograph in a store had a significant effect on consumers' in-store emotional state, whereas musical tempo did not. Second, the effect of in-store consumers' emotional state on behavioral reponses were investigated. Results showed that consumers' positive emotional state lead to consumers' approach behavior. The results of this study indicated that background music and advertising photograph in a fashion store affected consumers' in-store emotional state, and ultimately these affected consumers' positive approach behavior. Thus retailer should try to create a pleasant store environment using effective store atmospheric factors like background music and advertising photograph.

• Science of Emotion and Sensibility
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• v.7 no.4
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• pp.1-6
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• 2004

The purpose of this study was to investigate the female college students' preferences to the images of both western and eastern pictures, and positive/negative perception on to the model's nationality in the apparel advertizing pictures of fashion magazines. 100 students participated in the survey, and 20 stimulus pictures were shown to them. The results were as follows: The female college students preferred the western images than the eastern images in the pictures of bedroom, palace and beer, while they preferred the eastern images in the pictures of snack and famous drawings of a beauty. But they showed more positive attitude to all the western models' advertizement pictures than the eastern models' ones, in casual wear, formal wear, watches and inner-wear divisions except in men's formal wear division. This meant that the perception of female students on western images was positive and it seems stimulating the consumers preferences of brand images.

• Archives of design research
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• v.14 no.3
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• pp.59-68
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• 2001

The design on magazine advertisement has been developed and investigated in various fields, but the matter of properties has been inattentive in advertisement. Therefore, this study is to clarify the role of advertisement properties and the application tendency of it through the case study of the magazines for woman in Korea, and to analyze the relationship among the characteristic of manufactured goods for advertising, visual effects, copy-writing and the advertisement properties. The results of the study are as follows ; 1 . It is important to choose the discriminative property compared to the competitive company and to consider the purpose of advertisement from the beginning of idea developing. 2. Leading the photo artist to the photo working corresponding to the purpose of advertisement is critical point in advertisement design process. 3. After the photographing, it should be investigated from the designer's point of view. The presentation strategies on the application of advertisement properties are as follows, ·Conform the subject of advertisement massage. ·Choose the advertisement properties considered the relationship between manufactured goods for advertising and properties. ·Consider the properties as the supporting tool in bringing manufactured goods for advertising into relief. The pertinent application of advertisement properties is able to attract public attention and to increase the worthy of advertisement. Therefore, the prudent trial and experiment on it is needed.

• Journal of Digital Convergence
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• v.10 no.9
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• pp.253-262
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• 2012

This study tries to find the differences in attitude towards advertisement and corporate image according to the context of article in web contents, banner advertisement exposure and news type. The findings of this study are as follows. First, interaction effect between the context of Internet article on social contribution activity and attitude towards advertisement was confirmed. When the context of Internet article was negative, the news type that provides a photo with the article was more effective for the attitude towards advertisement. It is estimated that when a photo is provided with an Internet article for social contribution activity, the level of crowdedness increases and accordingly the negative context of the Internet article is cancelled out. Second, interaction effect between news type and advertisement type of social contribution activity article and attitude towards advertisement was confirmed. In the news type that provides a photo with an Internet article, corporate advertisement was more effective for attitude towards advertisement than product advertisement. Third, interaction effect between the news type of social contribution activity and corporate image according to advertisement type was confirmed. In the news type that provides a photo with an Internet article, product advertisement was more effective for corporate image than corporate advertisement.

• Digital Contents
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• no.10 s.161
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• pp.67-71
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• 2006

호랑이는 죽어서 가죽을 남기고 사람은 죽어서 이름을 남기고, 큰 맘 먹고 나섰던 여행은 일상으로 돌아올 때 '사진'을 남긴다. '기록은 기억을 지배한다'는 어느 유명한 디지털카메라 제조업체의 광고문구처럼, 여행 후 남은 한장의 사진은 추억의 일부가 된다. 여행과 사진은 참으로 잘 맞는 궁합이다. 여행에 사진이 없더라도, 사진을 찍으러 굳이 여행을 떠나지 않더라도 크게 상관은 없지만, 이들이 어우러지는 경우 훌륭한 작품이 되곤 한다. 사진을 찍는 사람에게는 잊을수 없는 추억이, 사진을 보는 사람에게는 동경의 대상이 되는 게 바로 사진이다. 이번 호에서는 사진이라는 콘텐츠가 '지도'라는 정보를 만나서 더 좋은 추억과 기록으로 남을 수 있는 방법을 소개하고자 한다.

• (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.