• Journal of Digital Convergence
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• v.11 no.3
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• pp.85-93
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• 2013

This study were investigated in Korean and Chinese consumers' awareness about the controversial ads expressions. Any ethical evaluation and consumers about the issue of the type of ad that is examined, and also the difference between Korea and China, the consumer perception of advertising ethics evaluation is confirmed. Korean and Chinese consumers consumerism to promote awareness and relevance is analyzed. Firstly, the negative role of advertising in terms of positive perceptions of Chinese consumers significantly higher. The other hand, recognize the positive role in the Korean consumer awareness was high. Second, the Korean consumer advertising that targets children positive response compared to Chinese consumers higher. Third, Sexual Appeal for Chinese consumers think that is very generous compared to Korean consumers were Fourth, Korea and China consumers about tobacco advertising for all tobacco advertising was negative ethical perception. Fifth, obnoxious ad, ads, such as racial discrimination and acts for all bilateral consumers very negative comments were, for the spread of AIDS, bilateral consumers allow condom ads for all the positive responses demonstrated. The results of this study advance into China and the Korean company's executives and advertising agency advertising practitioners to formulate a strategy to accommodate an effective message.

• Korean journal of communication and information
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• v.43
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• pp.282-313
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• 2008

Advertising is both applauded and criticized for its characteristics and roles on society. Advertising environment is changing and developing. The important changes in advertising are fragmentation of traditional media, growth of new media, and increasing clutter. The major issue in advertising and broadcasting system in Korea is reintroduction of in-program advertising on terrestrial television stations. The purpose of this study is investigate the responses of viewers to in-program advertising. This study considers program genre as mediating variable which may affect the viewers' responses to in-program advertising. Independent variables of this study are the insertion of in-program advertising (insertion/non-insertion) and program genres(news/educational/drama/entertainment program). Dependent variables of this study are viewers' responses, attitude towards broadcasting station and attitude towards advertiser. This study was run as a $2{\times}4$ factorial design with 30 subjects per cell, resulting in a total sample size of 240. This study randomly assigned each subject to 1 of the 8 treatment groups. The result of this study shows that in-program advertising induces negative responses of viewers, attitude towards broadcasting station and advertiser. And this study found that viewers showed the negative responses to in-program advertising regardless of program genre. The findings of this study illustrate the need of consideration and planning of in-program advertising to protect viewers' right.

• Journal of the Korea Convergence Society
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• v.6 no.6
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• pp.87-93
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• 2015

Advertisements in modern era are not intended to be consumed only as commercial purposes, but consumed also as cultural and artistic purposes. Advertising contents' success depends on Semiotic codes revealed in advertising texts. Advertising scholar Ozoh (1998) argued that perspectives for advertising are divided into two perspective, one as marketing tool perspective and the other as communication processes perspective. Advertising planning, advertising management, advertising, and advertising evaluation of marketing perspective are significantly different from those of communication perspective. Two perspectives of advertising present various debates on what contents of advertising messages are and how advertising messages are made up. In this research manuscripts, we discuss story telling as communication tool of advertising text in terms of cultural semiotics. That is, meaning value of goods is so well revealed in use value of goods that they satisfy consumers' needs, we analyze how they satisfy consumers' needs in semiotic(symbolic) process. We apply Gremas's semantic model to coffee advertisements in France and Korea, and analyze various differences between differentiation strategies of French coffee advertisements and those of Korean coffee advertisements in terms of semiotic perspective.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.18 no.3
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• pp.270-276
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• 2017

Previous studies of the effects of comparative advertising did not consider that comparative advertising should satisfy its legal conditions otherwise it would be unfairly comparative advertising. In this context, this study reviewed the current legal definition of 'unfairly comparative advertising' to clarify it by the definition of unfairly comparative advertising of the Guideline of Judgement of Comparative Labeling or Advertising based on the Act on Fair Labeling and Advertising. In addition, this study confirmed that comparative advertising was banned by the Monopoly Regulation and Fair Trade Act, which was the previous act on unfair labeling or advertising, and identified differences between the two Acts in regulating unfairly comparative advertising. This study analyzed 354 adjudication cases of unfairly comparative advertising based on the regulation of Monopoly Regulation and Fair Trade Act. As a result, the definitions of the two Acts of unfairly comparative advertising were found to correspond to each other. These results suggest empirically that comparative advertising was not banned legally in the past and the definition and judgement standards of unfairly comparative advertising have not been changed.

• Korean journal of communication and information
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• v.24
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• pp.119-150
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• 2004

1980년대 이후 미국에서 통합 마케팅 커뮤니케이션(Integrated Marketing Communications) 개념이 본격적으로 도입된 이래 IMC는 국내외적으로 실무에서 폭 넓게 활용되고 있으며, 1990년대 이래 학문적으로도 많은 연구들이 행해지고 있다. 그러나 IMC는 여전히 새로운 학문분야로서 아직도 학문적으로 많은 논쟁이 일어나고 있으며 체계적인 이론 정립이 미흡한 상황이다. 이러한 상황에서 본 논문은 지금까지의 국내외 IMC 관련 연구들을 체계적으로 고찰하여 IMC 연구의 전체 흐름을 이해하고, 쟁점은 무엇인지 파악하여, 이를 바탕으로 향후 연구방향을 탐색하였다. 본 논문은 지금까지의 IMC 관련 연구를 IMC의 개념 및 인식에 관한 연구, IMC 실행에 영향을 미치는 요인에 관한 연구, IMC 실행과정에 관한 연구, IMC 실행의 효과에 관한 연구 등 크게 네 가지 형태로 분류하여 각 분야 연구들의 논점들을 정리하였다. 분석결과 IMC 연구에 있어서 주요 쟁점으로 학문적 체계에 관한 문제, IMC 실행 수준의 측정 문제, 연구방법상 실무자를 대상으로 한 설문에 지나치게 의존하고 있는 문제 등이 부각되었다. 이러한 결과를 바탕으로 향후 IMC 연구방향으로 IMC 정의 및 개념의 통일, 객관적인 IMC 측정방법의 연구, 광고주나 대행사뿐만 아니라 소비자 측면에서의 연구, 광고주와 대행사의 협력에 관한 연구, 구체적인 통합의 범위와 정도 및 효과를 규명하는 연구들이 필요한 것으로 드러났다.

• Archives of design research
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• v.17 no.3
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• pp.363-372
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• 2004

Lannon(1994) asserted, 'Today consumer market has reached its maturity, and products gets more and more similar. So brands should be distinguished from competitors by emotional values.' Parody ads, one of advertisements appealing to emotion, would distort some original work well known to the public with its blemish or seriousness on target by imitating or exaggerating it regardless of expression styles, and announce the results to criticize the work itself or social situations or excite laughter. Such parody ads are stimulating consumers' emotion in particular and diverse methods. But This study on parody and especially parody in advertising, deals with the basic concepts of parody in advertising, as well as copyright infringement issues highlighting the different legal interpretations in American and Korean law when dealing with indiscreet cases of parody in advertising. some suggestions are made on desirable and forword-looking solutions. Different to the acceptance of parody in the American culture, Korean law was limiting in allowing parody to be used and applied.

• Korean journal of communication and information
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• v.56
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• pp.26-47
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• 2011

Commercialism of journalism adheres to short-term profit, and the decrease in quality. Commercialization means the process that is deepened low quality of journalism. It is for a purpose and a means to have been transposed. The mid term of 1990's, deregulation of media and commercialism of journalism were gaining power in the developed countries. Korea has come to the similar condition which is most laws of press and broadcasting are deregulated. There is also concern to the commercialization of journalism in Korea. Four broadcasting channels (cross-ownership media) enter in media market, and a huge change is expected. It is for concern regarding commercialization of journalism not to stop to a baseless anxiety. In order to consider more deeply the problems of commercialism, I have approached instances of the art world and the developed countries. Through this, I declared the importance of ethics of journalists.

• The Critical Review of Religion and Culture
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• no.29
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• pp.134-167
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• 2016

This paper aims at exploring the characteristics and meanings of religious freedom controversy surrounding religious education, with special reference to proselytism, in protestant mission school in recent Korea. Most of protestant mission schools have been providing students compulsory religion class and chapel service in the name of religious education. According to the school authorities, religious education should be provided for the realization of founding philosophy, and they say that mission school has the right to religious education. On the contrary, many non-christian students argue that their religious liberty is seriously violated by required religious education especially compulsory chapel worship. So serious conflicts broke between mission school authorities and students. Supreme Court decided that Soongsil University has the right to maintain compulsory chapel service, ruling that Daegwang High School should not maintain required chapel worship. It seems that Supreme Court gave different decisions to high school and university respectively, considering the differences between high school and university in application for admission to a school, students' critical consciousness, school's autonomous rights, etc. However, these precedents are being challenged by many peoples and groups. There are three agents which are involved in religious freedom controversy in mission school. The first are mission school authorities supported by religious groups, the second government supported by political parties, and the third mission school students guided by NGO. Among them protestant groups are playing the major role in making religious freedom problems in mission school. Protestant groups try to convert mission school students to protestantism by compulsory chapel service and religion class. Such a protestant proselytism becomes a cause of oppressing students' human rights and religious liberty. In this situation government has a responsibility to protect the students' rights to religious freedom. But government seldom impose sanctions on the protestant mission schools' compulsory programs. The reason why government does not restrict mission school's unlawful religious education is because protestant groups have strong influence in voting. Eventually civil movements organizations involved in religious freedom controversy for the sake of students's human rights. In conclusion, the assailment is protestant proselytism, the accessory is government, the victim is students in the religious education in mission school in recent Korea.

• Journal of Digital Convergence
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• v.11 no.10
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• pp.71-77
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• 2013

Broadcaster and production studio inevitably take the risk in Korea because the outsourced drama is contracted before produced. However, it is important for both parties to share risk and reward. This study seeks to assess the fairness of the copyright contract between broadcaster and production studio by examining whether they both have the balanced risk and reward structure. For the study, revenue and cost elements with their amounts are identified, which come from TV commercials, oversea sales, the secondary windows, sponsorship, and product placement. Next, the revenue and COGS (Cost of goods sold) of broadcaster and studio are estimated for both cases of when drama becomes successful or not. The analysis reveals that the current copyright agreement allows broadcaster hold low risk but high reward whilst production studio takes high risk low reward. However, the result doesn't imply that government intervention is justified because demand and supply determine the negotiation power in a free economy.

• Korean journal of communication and information
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• v.35
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• pp.114-146
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• 2006

Now, Korea-U.S.A Free Trade Agreement talk is underway in Korea. In FTA talks, the issues on audio-visual sector including screen quota, opening of broadcasting and telecommunication to the U.S.A. are becoming a hot potato. Globalization has been speed up by mass media and telecommunications. Cultures are no longer bounded by specific place but, through the migration of persons and the electronic flows of information, ideas and images, transgress established boundaries. So issues and debates have to be focused on global culture and cultural imperialism. Some would argue global culture is the consequences of capitalist world-system, so dominance by the center should be criticized and vanished. Some would say that global culture would help recipient society's people with cultural diversify and improvement. The issues on culture and communication, particularly at international level call for our attention in light of cultural identity, homogenization and diversity. Although I criticize the cultural imperialism thesis, I suggest critical acceptance of cultural imperialism. That is the observation of complexity between internal and external dynamics. The process of cultural imperialism is not simple and unitary. It rather involves the various forces of internal dynamics along with external forces.