• Proceedings of the Korea Information Processing Society Conference
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• 2012.04a
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• pp.378-381
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• 2012

최근 들어, 정보 광고 디스플레이 (Digital Signage)는 영상 재현 및 IT 기술 발전으로 비약적 성장을 거듭하고 있다. 기업들의 마케팅이나 광고, 트레이닝 효과 및 고객 경험을 유도할 수 있는 커뮤니케이션 도구로써 공항이나 호텔, 병원 등 공공 장소에서 방송 프로그램뿐 아니라 특정한 정보를 함께 제공하는 디지털 영상 장치로써 다양하게 사용되고 있다. 현재는 기존 상업용 디지털 정보 디스플레이(DID)에 주요 기능을 제어할 수 있는 소프트웨어나 관리 플랫폼까지 종합적으로 공급하는 형태로 시장에 공급되고 있다. 현재 거의 대부분의 프로그램은 플래시를 이용하여 정보를 일방적으로 전달하는 모습을 하고 있어 사용자의 요구나 다양한 정보의 표현에 제약이 많았다. 본 논문에서는 사용자와의 쌍방향 통신을 유도를 통하여 광고의 예술성뿐 아니라 정보제공의 기능까지도 동시에 만족시킬 수 있는 은닉형 광고 디스플레이 제품 정보 표현 기법을 제안한다. 구체적으로 예로써 Histogram shifting 을 이용한 QR 코드 은닉을 통해 영상에서 사용자가 원하는 제품에 대한 QR 코드를 숨기고 표출하는 방법을 보인다.

• Proceedings of the Korean Information Science Society Conference
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• 2011.06c
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• pp.269-272
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• 2011

추천은 다양한 컨텐츠 중에서 사용자가 원하는 것을 선택할 수 있도록 돕는 것이다. 이러한 추천은 광고주가 자신의 광고에 적절한 컨텐츠를 찾을 때에도 활용될 수 있다. 본 논문에서는 광고를 표현하는 태그와 영화를 나타내는 주제어들을 매칭하여 광고에 적합한 영화를 추천하는 문제를 다룬다. 이 문제의 경우, 광고를 표현하는 태그의 개수가 적고, 영화의 주제어와 성격이 다른 경우가 많아 단순 매칭을 활용한 추천 기법으로는 결과를 얻을 수 없는 경우도 존재한다. 우리는 이러한 문제를 완화하기 위해 키워드 확장을 통한 추천 기법을 제안한다. 구체적으로 각 영화 컨텐츠가 가진 주제어를 위키피디아를 통해 검색하고 이를 통해 주제어를 확장한다. 광고의 태그 또한 위키피디아 검색을 통해 확장한다. 이렇게 확장된 영화 주제어와 광고 태그를 연관성 규칙에 기반하여 매칭한다. 실험 결과 단순 매칭보다 제안한 확장을 통한 매칭이 37.5%의 성능 향상을 보였다.

• Journal of Digital Convergence
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• v.17 no.6
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• pp.69-75
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• 2019

The purpose of this study was to examine the effects of age and gender on Eastern and Western cultural values imbedded in online advertising. This study conducted a survey of 180 men and women ages between 10s and 60s who lived in Seoul, Korea. They responded the acceptance degree of six online advertising emphasized three Korean traditional values and three Modern values. Research hypotheses of this study were the acceptance of cultural values in online advertising is different between ages, but similar between gender. The hypotheses were supported as the previous studies. Findings suggest several theoretical and practical implications that convergence between modern and traditional values is a more important variable to study in the research of online advertising.

• RED RIBBON
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• s.75
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• pp.18-20
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• 2007

유럽에서는 에이즈 예방 광고를 쉽게 접할 수 있다. 이들 광고의 소재나 내용을 들여다보면 콘돔의 사용을 강조하는 것이 거의 대부분이다. 에이즈를 예방하는 가장 확실한 방법이 콘돔이기 때문에 당연한 일이기는 하지만, 그 광고 표현 기술이 아주 세련되고 아이디어가 독특하여 눈여겨 볼만하다. 광고자체로서도 완성도가 높은 유럽 에이즈광고 두 편을 소개한다.

• Korean journal of communication and information
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• v.39
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• pp.69-101
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• 2007

Some clauses of the prior review rules for broadcasting commercials, which are enforced by the Broadcasting Act violate the right to free speech guaranteed by the Constitution. The range of prohibited expression under the clauses are too vague and overbroad to distinguish between permissible and impermissible broadcasting commercials. The clauses also fail to pass the constitutional principle that restrict government from excessive regulation on constitutional rights. The principle has a four-pronged test on the government action; 1) the validity of its goal; 2) availability of appropriate means; 3) necessity of infringement; 4) and balancing test of interests. Some clauses of the prior review rules that forbid expressions on sensitive political and cultural issues fail to pass none of the four-pronged standards.

• The Journal of the Korea Contents Association
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• v.11 no.2
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• pp.170-177
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• 2011

As the Internet market develops and grows, the Internet advertising has emerged as a critical medium of advertisement and become important in a modern society. In addition, the Internet advertising is more fascinating and attractive than other media in terms of diversity and absorption. In the Internet banner advertising, for example, various expression methods which attract attention from users have been more than just visual advertisement, arousing curiosity and interest. Especially, humorous expressions in the Internet banner advertising have brought a new paradigm to advertising market. Therefore, this paper has investigated the patterns of humorous expressions in banner advertising and analyzed the related case studies to make a contribution to the effective production of the Internet banner advertising, which induces user awareness and selection. For this, it has been attempted to analyze humorous patterns and involvement that are found in humorous banner advertisings such as CIA Athletica, Panadol, Toy & Stok, Adidas and Lipton among the banners which have relatively high preference in Banner blogs.

• Archives of design research
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• v.17 no.1
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• pp.361-372
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• 2004

This study would focus on two section of comparison about creative : one is on between advertisement in magazines as an old media and banner advertisements in websites, the other is on between woman target-oriented advertisement and man target-oriented one. This study commenced on the basis on the viewpoint of gender-design assuming prevalence of masculine ideology in advertisement in the context of men-built society. How delicate the expressions toward woman in woman target-oriented adverts\ulcorner The objectives of this study is as followed. The stereotype could be seen in magazine adverts and web-banner. We can conclude that changed media environment seldom affects in the old media and new media. Especially color stereotype is appeal.

• The Journal of the Korea Contents Association
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• v.10 no.8
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• pp.177-185
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• 2010

The effects of message framing have been major research themes in marketing and advertising field and several studies on these effects have been conducted. The purpose of this study is to analyze the direct effects of message framing on the ad and brand attitude, and the moderating effects of regulatory focus and product type in these direct effects. Results from experiments indicate that message framing have significant effects on ad and brand attitude. And consumers' regulatory focus plays a moderating role between message framing and ad, brand attitude. We did not found the moderating effects of product type between message framing and ad, brand attitude. Finally, we summarized these results, discussed contributions and limitations of this study.

• Management & Information Systems Review
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• v.31 no.4
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• pp.109-137
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• 2012

This Research focuses on the effect of location-based mobile advertisement considering both of product involvement and advertising expression. The product involvement is classified as high and low involvement and forms of text and picture advertising, which are commonly used in mobile advertising, are chose in this research. To verify the advertising effect for location-based mobile advertisement, advertising attitude, brand attitude, and purchase intention are assessed by conducting survey experiment, which is stimulated for the location-based mobile advertisement including product involvement and advertising expressions. The results presented in this research indicate that the low-involvement product shows lower advertising effect rather than high-involvement product, because consumers recognize the mobile advertisement with low-involvement. The Second finding is that the effect of picture mobile advertising is more effective than that of text mobile advertising and this result is consistent with previous researchers. Finally, the favorable effects for location-based mobile advertisement is more effective than that of non-location-based mobile advertisement, because location-based mobile advertising can cause the immediate response for consumer to react with given advertising.

• Archives of design research
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• v.12 no.2
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• pp.199-207
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• 1999

The internet technology is sufficient to attract our curiosity and adequate for enterprises to advertise its commercial message very effectively. It is a network that makes the computer be a major media. We have leading concerns in the internet advertisement because we expect that it will be the tool of a chief communication in the future. The banner advertisement in the Internet is considered as an active media. The banner advertisement is greatly various as the effective marketing tool from commercial banner to the personal homepage. Considering to the user's computer environment and Internet environment, this thesis shows what the banner advertisement of the enterprise's marketing and general understanding Influences expressions of the banner advertisement's creative factors and effective methods. It also suggests the analysis about the banner advertisement expression's creative factors. According to the analysis of banner advertisement in the domestic news site, It might be investigated the creative factor's absence and problems in design field.