• Korean Journal of Human Ecology
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• v.19 no.2
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• pp.343-359
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• 2010

The purpose of this study is to analyze college students' TV advertising information recognition, comprehension and affecting factors on them. Data were collected by a survey of college student consumers after experiments with TV commercials. ANOVA, Duncan, and stepwise multiple regression analysis were carried out with the gathered data. The results are as follows. First, the TV advertising information comprehension degree of the college students consumers were shown to be low, by 41.2%. The comprehension degree was especially low when the information was presented visually without any verbal expression. Second, assuming that the comprehension of TV advertisements is defined by a correct perceptual understanding after recognizing the consumer-deception factors, the percentage of correct answers was poor, by 29.2%. Third, according to sex, average monthly income, degree of immersion on TV commercials, advertisement attitude, and consumer education of school, the TV advertisement information recognition and comprehension showed varying degrees between the groups. In the case of women students whose average monthly income was 100 to 300 thousand Korean won, had a high degree of immersion on TV commercials, and a high degree of consumer education at school, the TV advertising information recognition was shown to be high. In the case of third year college students who had a medium level of immersion on TV commercials and a high degree of consumer education at school, the TV advertisement comprehension was high. Fourth, the high explanatory factor of TV advertising information recognition and comprehension was found to be common because of consumer education at school.

• The Journal of the Korea Contents Association
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• v.21 no.10
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• pp.172-183
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• 2021

The current study delves into millennial consumers' attitude toward 'undisclosed ads' and 'disclosed ads' through in-depth interviews. More specifically, this study explores how millennial consumers think of undisclosed ads and celebrity endorsers as well as influencers through interviewing 12 millennial consumers. In addition, this study also deals with millennial consumers' attitude toward disclosed ads and celebrity endorsers as well as influencers. Study results suggest that millennial consumers perceive 'undisclosed ads' as deceiving ads and hold negative attitude toward celebrity endorsers as well as influencers who are involved in 'undisclosed ads'. Interestingly, millennial consumers hold both positive and negative attitude toward 'disclosed ads'. 'Disclosed ads' could be delivered to millennial consumers without any reservation when it is integrated as an entertaining factor into contents. On the other hands, negative feelings could occur when 'disclosed ads' is frequently employed and is forcibly embedded in contents, making millennial consumers feel that it is imperative to watch 'disclosed ads' in order to enjoy free contents. In the discussion section practical implications are provided.

• Korean journal of communication and information
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• v.39
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• pp.428-472
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• 2007

The purpose of this study is to find that how the principles of Fair Labelling and Advertising Act(called 'FLAA' hereinafter) apply to the unfair comparative labelling and advertising activities, as compared with deceptive and misleading, by analyzing the related judicial precedents for 7 years since FLAA enacted, The exact 17 precedents of Fair Trade Commission were analyzed to be judged the unfair comparative labelling and advertising activities, and partly also deceptive, falsified and exaggerated, which include in overlapping 5 comparative counterparts, 11 comparative standards, 7 comparative contents and 4 comparative methods in the unfairness types of comparison. Conclusively, it is needed that the unfairness of comparative labelling and advertising activities should be multiply considered in the concepts of deception, false or exaggeration and slanderousness, to more clearly apply to the facts and to more sufficiently protect consumers from the misleading environments.