• 산업경영시스템학회지
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• 제6권9호
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• pp.97-110
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• 1983

As the economic society develops very exceedingly, the gap of production and consumption elarges gradually. So the current function to connect them and the function to communicate are needed. I think the advertisement take the charge of this role. This advertisement is so essential to today's economic society that its power influences variably both the economic society and the consumers. The enterprisers, advertising owners stick to the maximization of profits and neglect the principle of true advertisements. They but tise not the information for the consumers to choose reasonably but the false, exaggerating advertisement and unfair manifestation very frequently, which is the main trouble in the current problems of consumption. Therefore, on the one hand, in this study from protecting the consumers not to be involved in the false, exaggerating advertisements, the establishment of advertising ethics as advertising owner's self-control is discussed. On the other hand, the legal control regulation in Korea, involving Japan and U.S.A. are analyzed. The cases of false, exaggerating advertisements and unfair manifestation in Korea are also demonstrated. Finally, the proposals to improve the advertisements are made from the Point of government, enterprisers, and consumers.

• Asia pacific journal of information systems
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• 제9권4호
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• pp.107-124
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• 1999

This paper describes a personalized advertisement technique as a part of intelligent customer services in Internet shopping malls. Based on customers' initial profile, purchase history, and behaviors in an Internet shopping mall, the technique displays appropriate advertisements on Internet web pages when customers' visit to the shopping mall. Customers preference scores for product groups which are main sources to select advertisements, are stored either a preference table or preference trees. Both of the two storage methods can support selection of advertisements on real time, and the preference tree method can reflect affinity among product groups. The suggested technique selects different advertisements to reflect changes of customers preferences as time goes by. An experiment has been performed to evaluate the effectiveness of the algorithm, which revealed that the algorithm selects more customer-oriented advertisements rather than random selection.

• Human Ecology Research
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• 제54권1호
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• pp.27-43
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• 2016

This study initiates from the question of whether current advertising regulations are appropriate to be applied to the market. It confirms the relationship between misleading online advertisements of weight-loss food and consumer damages. This study argues that it is necessary to enforce monitoring and regulating (strengthening monitoring) for situations where misleading advertisements are exposed in the market with subsequent consumer damages. However, deregulation is needed for advertisements exposed in the name of misleading advertisements but with no consumer damages. In conclusion, the regulations of current weight loss foods are properly established $vis-{\grave{a}}-vis$ the market situation. However, misleading advertisements are prevalent for all regulated types: Type I (product quality and effect), Type II (endorsement and warranty), Type III (ways to use and safety), Type IV (comparison and superiority), and Type V (company information). Promotion targeting businesses, market monitoring and control are necessary to ensure that advertising regulations (which have existed only as an institution) can be appropriately applied. It is also confirmed that 'comparison advertising' (applicable to Type IV where consumer damages were not shown compared to other regulations) does not have an actual effect as a consumer protection regulation that should be considered in regulation revisions. Consumers also did not recognize Type III and V in the purchasing stage while consumer damages were demonstrated; consequently, this implies that consumers need to check and become attentive to these types.

• 유통과학연구
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• 제17권6호
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• pp.25-32
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• 2019

Purpose - Pricing strategy is a very effective marketing activity and has a significant impact on consumer purchasing decisions. Numerous studies have investigated the effects of various pricing strategies. However, tensile price claims have received little attention in the literature. It is thus necessary to investigate how different forms of tensile price claims affect consumer response. This study uses the consumer self-confidence level as a moderator of consumer behavior. Research Research design, data, and methodology - This study investigates the effect of four different tensile price claims (i.e., maximum discount, minimum discount, average discount, and range discount advertisements) on consumers' perceived savings. A survey was conducted to collect data for testing hypotheses. Results - The results show that consumers with high levels of self-confidence perceive more savings for maximum discount advertisements than minimum discount advertisements, for range discount advertisements than average discount advertisements. On the other hand, consumers with low self-confidence feel more perceived savings for average discount advertisements than range discount advertisement. Conclusions - The results of this study provide a new insight into the effectiveness of tensile pricing based on consumer self-confidence levels, which may provide valuable theoretical and practical applications.

• 복식
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• 제32권
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• pp.69-82
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• 1997

The purpose of this study was to investgate the social meaning and consumption values expressed on apparel advertisements In Teena-ger's magazines from 1976 to 1996. The results of this study were as follows. 1. As the number of the model in apparel advertisements was more than two people it was closely related to conformity and peer ac-ceptance of adolecent's developmental task. Also There were increasing number of foreign models and attractive and famous signers and talents. 2. The trend of appeals showed changing time and society. Since 1990 post-modern ap-proach has increased whereas rational and emotional approach were dominated in 1970s and 1980s. 3, The major consumption values in apparel advertisements were social value emotional value. From 1990 there were variety in consumption values related to adolescent's ap-parel advertisements. This results represented the possibility that apparel advertisements in adolescent's maga-zines not only mirror but mold change of con-sumption values and life style in adolescent. Especially to understand and predict the new generation in Korea educators and practi-tioners in Junior Fashion Market must try to study the current adolescent's life style and consumption values systematically.

• 한국의류학회지
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• 제34권5호
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• pp.831-843
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• 2010

This paper examines the advertisements for mass-produced women's clothing, which appeared in the 1980s issues of the fashion magazine Wolganmeot. This study explores the communicative aspect of fashion advertisements of the 1980s as a platform for complex and dynamic interactions between fashion brands, female consumers, and the rapidly changing social, cultural, and economic conditions of the period. The research focuses on advertisements in the formal and character casual categories that targeted young, urban, and career-seeking women. Based on the analysis of the visual and textual elements of the advertisements from a pragmatics perspective, this paper concludes that fashion brands sought to highlight an 'intelligent', 'urban', and 'individualistic' image of women. It also proposes that the prevalence of assertive and straightforward textual elements, copies, indicates the efforts of fashion brands to stabilize and reinforce the advertising messages in the fast-evolving landscapes of the fashion industry and changing consumption habits.

• 복식문화연구
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• 제5권2호
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• pp.181-193
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• 1997

The purpose of this study is to review, from the point of view that the advertisements are cultural system which transfers the life styles or value systems of a certain time, the expression styles by analyzing written clothing described in underwear advertisements of women's magazines targeting the women aged from twenties to forties, that advertisements are trying to represent. Accordingly, this study is intended to provide the underwear industry with useful information for implementing sales strategies by verifying the determining factors in selecting and wearing of underwear. The result of this study is as follows : First, the headlines of advertisements could be analyzed through merchandise, situation and consumers and were categorized by the fourteen different expression styles such as functionality, sense of beauty, tradition, future, family, exotic, globalization, environment, sensuality, youth, individuality, health, newness and top-class. Therefore, the advertisers choose and provide the various expression styles in order to maximize the delivering power of the underwear advertisements. Second, frequently used expression styles have been analyzed through frequency analysis of expression styles and, as a result, the important factors of choosing and wearing underwear have been verified. In addition, the fact that the ways of thinking of modern society and value systems are implied in the expression of underwear advertisements has been found.

• 대한영양사협회학술지
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• 제10권2호
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• pp.159-173
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• 2004

The desire for the healthy life is increasing as a result of rapidly changing social and economic environment in Korea. Because of the need, informations on health, food and nutrition are being introduced through the mass media. The object of this study is to investigate and analyze the quantity and quality of informations about health, food and nutrition in women's magazines. Six representative domestic monthly magazines(Lady Kyunghyang, Women Donga, Women Chosun, Women JoongAng, Women sense, Jubu Senghwal) were selected for this study. The results of monitoring from June 2002 to September 2002 for the women's magazines were summarized as follows; 1. The percentage of the articles on health, food and nutrition by total area of the women's magazines was 23.1%. There were total 595 articles on health, food and nutrition. Among these, 400 articles(67.2%) were about food and nutrition. 2. The percentage of the advertisements on health, food and nutrition was 35.3% by total area of the woman's magazines. There were 2,353 advertisements on health, food and nutrition. Among these, 1,574(66.9%) advertisements were about food and nutrition. The most frequently advertised advertisements on food and nutrition were about processed foods (527 cases, 33.5%). The second most frequently advertised advertisements were about diet (374 cases, 23.8%). The third one was healthy foods (345 cases, 21.9%). 3. The contents of 215(53.8%) articles (the total number of articles was 400) was suitable. The contents of 89 advertisements(22.3%) did not have accurate informations on health, food and nutrition. For the advertisements in women's magazines (the number of total articles was 2,203), the percentage of the advertisements which was not able to capture the feature of the advertisements was 27.9%, insufficiency of reliable sources was to 21.9%, and exaggeration of the contents in the ads was 16.0%. Articles and advertisements should be backed by scientific research or reliable sources and also the opinions of people with expertise in order to report accurate informations to the general public. In order to achieve these results, there should be continuing monitoring activity for the women's magazines.

• 보건교육건강증진학회지
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• 제29권2호
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• pp.47-58
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• 2012

Objectives: The purpose of this study is to analyze contents of beer advertisements in Korea. Research has suggested the influence of alcohol advertisements on viewer's drinking behavior, attitude, and expectancies. Korea's policy on alcohol advertising relies on limited government regulation and self regulation among alcohol industries. This study is expected to lay a foundation for further discussion on regulating alcohol advertising in Korea. Methods: A total of 81 beer advertisements broadcasted between 2008 and 2011 were analyzed. The contents were categorized into themes (22 themes were used), models, and presentation techniques. Results: The themes most frequently appeared in beer advertisements were quality (66.7%), relaxation (44%), camaraderie (41%), and individuality (39.5%), respectively. Analysis of models revealed that most advertisements had more than three models (64.2%), and most of them were in their 20s (68%). As much as 82% of advertisements used celebrity models. Analysis on presentation techniques showed that 91.4% displayed drinking scenes, and 27% displayed gulping down the whole bottle or the glass. Finally, about 10% of ads showed drinking in hazardous situations such as during water sports. Conclusion: The results of the study reflect the minimal regulation of alcohol advertising in Korea. The need for joint effort by legislators, researchers, alcohol industries, and advertising agencies is discussed in order to establish healthier drinking environment.

• 인터넷정보학회논문지
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• 제10권1호
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• pp.83-91
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• 2009

TV에 있어서 광고 제공시스템은 크게 양방향 TV와 IPTV(Internet Protocol Television)로 나누어진다. 양방향 TV나 IPTV의 광고제공은 채널사업자들에 있어서 다수의 광고를 필요로 하며, 광고제작에 있어서 많은 비용을 부담해야 한다. 본 논문에서는 사용자 선호도를 바탕으로, 불필요한 광고비용을 줄일 수 있는 방법을 제안한다. 사용자 선호도를 바탕으로 한 광고제공 시스템은 불필요한 광고의 제작을 줄이며, 이에 따른 적은 비용을 찾고자 하는 것이다. 일반광고와 애니메이션광고에 대한 선호도 파악은 기존의 양방향적인 광고제공에 있어서 다수의 광고의 필요성에 따른 많은 비용 부담을 줄이고자 하는 것이다. 제안된 시스템은 광고 산업의 이익 창출을 위한 양방향적인 광고 제공을 위하여, 사용자의 성향을 고려한 콘텐츠별 광고 제공을 통한 수익 창출을 기대할 수 있는 방송광고에 대한 선호도를 기반으로 한 광고 콘텐츠 제공 시스템 설계를 하였다. 이 방법은 사용자 입장에서는 원하는 광고를 제공받을 수 있고, 광고주 입장에서는 불필요한 광고를 줄임으로써 광고비 절감과 수익 창출을 기대할 수 있다.