• The Journal of the Korea Contents Association
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• v.12 no.11
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• pp.76-87
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• 2012

This study examined Korean and the U.S.A..'s television anti-smoking advertisements that were coined to discourage adults and teens smoking. A content analysis of 71 television advertisements listed in the "Smoking Guidance Program" operated by Korea Health Promotion Foundation. This study evaluated to detect whether the advertising content reflected core health communication theories such as health belief model, theory of reasoned action, and social cognitive theory used in the designing of anti-smoking ad message to change behavior and attitudes toward smoking unfavorably. The results showed that Korean anti-smoking ads mostly relied on social norm messages, followed by smoking attitude. The message of modeling and self-efficacy was least used; while, the U.S.A. ads focused more on modeling and self efficacy. This difference comes from the cultural difference. Namely, Korea focused more on collectivism rather than individualism. The anti-smoking ads of Korea and the U.S.A. most frequently adopted horror and humor rather than sadness, no appeal, and angry. The ads targeted more on adults rather than teens. The research identifies the types of advertisements that are most likely to utilized and underutilize in the Korea and U.S.A. anti-smoking ads and contribute to further understandings of anti-smoking ads theoretically.

• The Journal of the Korea Contents Association
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• v.19 no.7
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• pp.1-12
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• 2019

According to a survey on the frequency of access to medical ads by the Korea Press Foundation in 2017, the most commonly exposed ads among adult men and women are advertising about beauty, plasticity and obesity. As of 2011, South Korea had the largest number of cosmetic surgeries in the world, with 131 cosmetic surgeries per 10,000 people. As a result, as many as 1,414 plastic surgery clinics are operating in South Korea, and the number is also on the rise. Although there are various standards for evaluating people's appearance, the desire to pursue a better look is growing day by day. Then, one might wonder what factors influence consumers' choices among the numerous advertisements for plastic surgery clinics. Based on these questions, this study identified the examples of plastic surgery advertisements, analyzed their type, and identified the types of advertisements with the high visual appeal of the advertising consumer through eye tracking experiment. In total, seven eye-tracking tests of plastic surgery social media advertisements were conducted on 10 subjects. The results showed that the commercial model was the biggest factor that caught the attraction and attention of the ad recipient first and that the most focused and long-standing factor was the treatment contents. Therefore, it is important to select proper commercial models for hospital and clinic contents and to specify factual treatment contents when producing social media advertisements for plastic surgeons. We hope these findings will help create online advertising for plastic surgery clinics effectively.

• Journal of Digital Convergence
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• v.17 no.1
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• pp.159-168
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• 2019

The purpose of this study is to propose a strategy for creating an advertisement for Corporate Social Responsibility(CSR) based on the strategy of selecting an advertisement model in order to efficiently execute the advertisement of CSR. Data were analyzed by regression analysis. The results of this study are as follows: First, it is found that the value-relevance factors of the model are important regardless of the theme of CSR. In the economic field, the reliability of the model is important. But, the attractiveness of the model was more important in the environmental field. Second, it is effective to select a model with high value-relevance when selecting CSR advertising model. But, in the case of an expert, it is effective to select not only value addition, but also attractive and reliable models. Third, when producing CSR ads using emotional messages, it is important to consider the value and reliability of the advertising model. But, it is important to select the model considering the importance of the value and attractiveness of the advertisement model when producing the CSR advertisement using the informational message. It was found that it is very important to select a model that has a high relevance to the image of the social responsibility subject and the advertisement model when producing the social responsibility advertisement.