• Asia pacific journal of information systems
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• v.22 no.4
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• pp.125-149
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• 2012

As the smart phone is propagating rapidly, the importance of mobile advertisement has also grown. One of the main characteristics of the Internet and smart phone advertising is that they can deliver personalized advertisements to each customer. The smart phone enables the identification of additional personalized information such as the customer's location and the accessibility to the site at any place any time. As the Internet platform becomes richer, firms that offer the ad services via the wired PC Internet and wireless smart phone are seeking various types of personalized ads. However, their service platform and Information and Communication Technology (ICT) platform should be suitable to the characteristics of personalized ads. This research explores various types of personalized ad methods and evaluates their adequacy encompassing four types of ad service platforms (such as search portal, news portal, e-mall servers, and SNS) and two types of ICT platforms (PC Internet and smart phone). To this end, we classified the personalized ads into seven types: three basic types and four composite types. The basic types of ad methods are identified by considering the current activity that the customer is engaged, the individual profile and log history, and the customer's current location or planning location. Four composite types of ad methods are constructed as the combination of these basic types. For those types of ad methods, we evaluate whether each ad method adequately maps with four types of ad service platforms and two types of ICT platforms. We proposed a metric of evaluation and demonstrated the concept with illustrative numbers. Specifically, we analyze and compare personalized ad methods in three ways. Firstly, the possibility of implementing a personalized ad method on the platform is analyzed to confirm the degree of suitability. Secondly, the value of personalized ad method is analyzed based on the customer accessibility. Lastly, expected effectiveness for each personalized ad method is computed by multiplying the possibility and the value. Through this kind of analysis, the ad service providers as well as advertising companies can evaluate what kinds of personalized ad methods and platforms are possible and suitable to maximize their ad effectiveness on the Internet and smart phone platforms.

• The Journal of the Korea Contents Association
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• v.20 no.4
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• pp.295-304
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• 2020

This study analyze the meaning and the characteristic of branded contents ad, one of the leading advertising methods. 10 experts who work for various advertising fields were inteviewed through semi-Structured Interview method and connected the keywords. First, branded contents advertisement can be split into two part, congenital branded contents ad and acquired branded contents ad. Congenital branded contents have a customer process, (Attention-Awareness-Interest-Compromise) and agency process (Combine-Seed-Continuous- Compromise). acquired branded contents ad also have a different customer process (Attention-Interest-Awareness-Compromise) and agency process (Seed-Rootage - Combine- Compromise). 'Combine' stage and 'Compromise' stage is the new features in the branded contents ad and 'awareness'stage also has a different meaning with previous theories.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.11 no.6
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• pp.3230-3253
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• 2017

Android malware steals users' private information, and embedded unsafe advertisement (ad) libraries, which execute unsafe code causing damage to users. The majority of such traffic is HTTP and is mixed with other normal traffic, which makes the detection of malware and unsafe ad libraries a challenging problem. To address this problem, this work describes a novel HTTP traffic flow mining approach to detect and categorize Android malware and unsafe ad library. This work designed AndroCollector, which can automatically execute the Android application (app) and collect the network traffic traces. From these traces, this work extracts HTTP traffic features along three important dimensions: quantitative, timing, and semantic and use these features for characterizing malware and unsafe ad libraries. Based on these HTTP traffic features, this work describes a supervised classification scheme for detecting malware and unsafe ad libraries. In addition, to help network operators, this work describes a fine-grained categorization method by generating fingerprints from HTTP request methods for each malware family and unsafe ad libraries. This work evaluated the scheme using HTTP traffic traces collected from 10778 Android apps. The experimental results show that the scheme can detect malware with 97% accuracy and unsafe ad libraries with 95% accuracy when tested on the popular third-party Android markets.

• Archives of design research
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• v.16 no.2
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• pp.189-196
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• 2003

The purpose of this study is to examine and understand decoding process of the Advertising - text to users a various aspects of semiotic approaches. Further more, through this study, show the sign- structures of the ad-text. For this purpose this study has chosen about the AD of publication of constant period that explore the variable characteristics, access the audience's meaning - structures. Through this analysis , grasp the point of internal and external linked structures. The results of this study can be summarized as follows; ㆍ The AD were applied using the transformational signifier of sign-system rather than the reflection of life's quality and products itself. Moreover to show itself meaning, the ad should do selection of transformation of thought than information-oriented. ㆍ The AD-text can be produced its productive efforts as well as decoding process of audience through various linked channel. Association, structured linking, audience's decoding, thematic structures are very important points in order to read the AD.

• Journal of Digital Convergence
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• v.9 no.4
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• pp.181-190
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• 2011

This study aims at finding out if there are consumers' belief perception of influential factors on product placement. In addition to the difference between the perception of product placement effect factors and that of relevance on attitude of ad. For this work, this study surveyed male and female consumers. As the result, firstly we could find out the consumers perception in factors such as participation of public entertainer, undisguised description, confidence on sponsor, distinction among brands, and offer of information. Secondly, it showed that there were differences between mail and femail consumers' recognition on PPL advertisement attitude. Thirdly, there were perception on product placement effect factors and relevance on attitude of advertisement. These results will not only offer product placement making working group data describing what important belief factors are but also provide basic data for strategy of product placement maker to advertising agency, who has interestin planning to extend its business to PPL field.

• Journal of Korea Multimedia Society
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• v.23 no.11
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• pp.1435-1445
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• 2020

Advertising is a communication that aims to persuade you through communication. Local governments are enforcing a lot of budget for outdoor advertisements and exposing advertisements to various media. However, in the case of outdoor advertisements, advertisements are executed without considering the specificity of the exposure environment, so it is inferior to the budget input. Therefore, this study aims to help local advertisement agents, producers, and related parties by classifying components by combining video analysis methodology and video ad analysis methodology for effective message delivery and immersion in local outdoor advertising. As a discussion to provide an efficient production methodology for outdoor advertising video production in the future, it is an extension of exploratory research through content analysis.

• The International Journal of Costume Culture
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• v.5 no.3
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• pp.173-183
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• 2002

The main focus of this study is to understand realities of postmodern consumer culture by deconstructing fashion advertisements, Calvin Klein's ck One and cK be. The metaphysics of critical theory, visual and textual analysis are used to deconstructing the ads applying one of the postmodern cultural critics, Baudrillard' s notion of hyperreality. Through deconstructing the ads five postmodern characteristics representing hyperreality were found. First, there is no message regarding functional characteristics of the product offered in the ad, which is far from the modernist's utilitarian Point of view. Hyperreality in Postmodern consumer culture is consumption centered and focuses on the product's symbolic meanings. Second, especially for cK be, the ad uses atypicai, irrelevant models and images, which are introduced as a concept of ‘real people’ rather than the ideal person or body type. Third, there are transformations of the meanings from cK one to cK be such as the notions of globalization and gender which clearly represent ongoing reality in the Postmodern culture. Fourth, there are hidden meaning of hedonism and relativism, which are prevalent in postmodern ideology. Finally, models' bodies are used to convey messages as well as form the ground and figure in the ad that is a significant characteristic of postmodern consumer culture. In conclusion, the study of Calvin Klein's fashion ads supports the notion that advertising mirrors reality in postmodern consumer culture, which is hyperreality.

• Journal of Internet Computing and Services
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• v.14 no.6
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• pp.49-57
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• 2013

As 'Big data' has been one of challenging issues, development of new services using Social Network Service (SNS) which is its typical example became active. SNS has developed as a media where everyone communicates at real time and the number of SNS opinion analyzing services is increasing. Meanwhile, new approach to acquire and analyze twitter data becomes necessary in TV advertisement system. This paper proposes LiveAD system, which store and analyze big data such as twitter data as well as analyze TV advertising effect based on twitter data. As a proof of concept, the proposed system has been implemented collecting and analyzing twitter data using Hadoop. The result of collected information over the system increases the chance of analyzing TV advertising effect on twitter in real-time.

• Journal of the Korea Convergence Society
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• v.9 no.3
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• pp.187-201
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• 2018

Three types of Ad message convergence, A Letter, B Letter+Photo, C Letter+Photo+Video on the Facebook advertising were researched. For this research, three types of sample advertisements were tested on the 230 subjects. And the H1 - How do three types of advertisements differ on the SNS main trait, H2 - Among those Informativity, Reliablity, Playfulness, Intractivity as the SNS main trait, what is the more powerful factor on the brand attitude / Purchase Intention. For this research the ANOVA, Scheffe, Regression Analysis was used. As a result, H1 - The effect power of Playfulness and Interactivity on the three types of Ad message convergence ranked as "A

• Journal of Advanced Technology Convergence
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• v.1 no.2
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• pp.37-48
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• 2022

This research is an empirical research of Chinese OTT Audiences on the effects of advertising model attributes on consumers' advertising perception, purchase intention, Flow and addiction. Recently, as the cosmetics market in China has grown, the role of advertising models has been highlighted, and shopping addiction caused by excessive Flow is becoming a social problem. Researchers set up a research model and tried to test which characteristics of the advertising model lead consumers to purchase, Flow and ultimately lead to addiction. Results are as follows. It was confirmed that advertisement model attributes such as recognition and attractiveness had a positive effect on viewers' advertising perception and attitude, and viewers' perceived usefulness had a positive effect on purchase intention and Flow. In addition, the purchase intention of the viewers had a positive effect on the addiction to cosmetics.