• Asian Journal of Business Environment
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• 제8권3호
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• pp.5-12
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• 2018

Purpose - The purpose of current paper is to identify features of advertisements at social media that generate the ad-click and to further identify if these advertisements lead to purchase. If no purchase is made, then reasons for not making purchase are identified. Users' purchase experience after users clicked at advertisements are also studied. Research design, data, and methodology - Research design followed is exploratory research, where various factors leading to ad-clicks and generating purchase at social media platform were explored. Raw data was gathered by means of survey among a sample of 185 respondents in India using online structured questionnaire. GLM model and multinomial regression were used to analyze the data. Results - Several factors including endorsement by friends, advertisement aesthetics, product reviews, and aggressive pricing played major role in generating ad-clicks. Major impediment to purchase on were product misrepresentation in advertisement, false discounts, and site security. Female users clicked more on social media advertisements and made more purchases compared to their male counterpart. Conclusions - Social media advertisements have significant positive effect on buying behavior of online customers. Transactions culminating from social media ad-click generated significant positive experience for social media users. Thus, social media can be effective marketing tool.

• International Journal of Contents
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• 제16권4호
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• pp.84-97
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• 2020

Since national image video advertisements are a means of public relations with wide delivery and major repercussions at home and abroad, this study performs a comparative analysis of video advertisements aired by previous governments as reported by Daejung Kim, Moohyun Roh, Myungbak Lee, and Geunhye Park. The characteristics of the previous governments, whether or not social trends were reflected, and the importance of traditional and modern elements were examined. As we describe, there are clear differences in video advertisements by government regime, and while messages expressing traditional values of Eastern culture have gradually decreased, reflecting the trends of the times, the messages emphasizing the modern values of the West have gradually increased. Our research confirmed that traditional elements such as 'Samulnori' and 'Taekwondo' are gradually disappearing. In addition, it was confirmed that the collective values, traditional values, and humanism represented by the 'large crowd' and 'traditional elements' in the Kim Dae-jung and Roh Moo-hyun administration changed in the Lee Myung-bak and Park Geun-hye administrations to more individualistic, materialistic, Western values. This study is meaningful in that it analyzed the components and characteristics of national image advertisements by governments in the past, how social trends were reflected, and the weight difference between traditional and modern elements. Based on this research, the significance of the current Moon Jae-in government's groundwork for follow-up research should not be understated.

• 동아시아경상학회지
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• 제10권3호
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• pp.75-91
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• 2022

Purpose - This study aims to predict the future market and draw policy implications by analyzing the trend of outsourcing housework through the food subscription service. Research design, data, and methodology - Content analysis was conducted on the consumption value emphasized in advertisements by item targeting food subscription service advertisements. Advertisements used as research data were extracted via keyword searches on Google web pages. A total of 30 advertisements selected were used for the final analysis. Result -The consumption values emphasized in the advertisements for staple foods, refreshments, and special foods were analyzed by considering the following factors: price, convenience, health, and pleasure. Convenience and health were emphasized in the staple foods, and price and pleasure were emphasized in the snacks. In the case of special foods, convenience and pleasure appeared together with a focus on health. Conclusion - Based on the trend of food subscription services, the implications for the market and policies for outsourcing housework through home meal replacement can be presented. Considering that the consumption value of a food subscription service is differentiated by item, it is necessary to formulate a plan to develop the market and policies related to outsourcing housework.

• 한국생활과학회지
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• 제4권1호
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• pp.51-61
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• 1995

The purpose of this study was to find out the characteristics of the adolescent consumers related to the attitudes toward TV advertisements on and purchasing behaviors of the sport beverages, and to test the role of the atitudes toward TV advertisements between the consumer characteristics and the purchasing behaviors of the sport beverages. The qusetionnaire method was utilized to 549 female and male junior and senior high school students in urban and rural areas. The results showed that the attitudes toward TV advertisement on sport beverage was related to the residentiae years in school, whom to buy, level of interests in sports, and level of knowledges of the beverages; purchasing behaviors of the sport beverages, whom to buy, gender, level of knowledges of the beverages, size of the allowance, and the residentiae years in school. The attitudes toward TV advertisements seemed to the intervenning role between the consumer characteristics and the purchasing behaviors among adolescent consumers.

• 한국IT서비스학회지
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• 제13권4호
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• pp.189-203
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• 2014

With the evolution of Internet technologies and the increasing variety of Internet devices, advertisements in various web services have also expanded. Interactive web services often go hand in hand with effective advertisements for a business model. We estimated statistical parameters of the interactive web server for service monitoring and advertisement-effect. In the web pages, we integrated the plugins of social networking services (SNSs) (e.g. Facebook, Twitter) and an advertisement scheme (e.g. Google AdSense) that regards social name-directory contents. Empirical data analysis and statistical results are presented with the implementation of estimations of parameters (e.g. utilization-level and serviceability) and advertisements in a social networking name-directory service (http://ktrip.net or http://한국.net). We found that estimated parameters were applicable to service monitoring of web-server as well as to synthesis of advertisement-effect in our social-web name-directory service.

• 한국콘텐츠학회:학술대회논문집
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• 한국콘텐츠학회 2009년도 춘계 종합학술대회 논문집
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• pp.1031-1035
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• 2009

Metaphors, as an important way to deliver information and convince the audience, have been used in print advertising extensively. This study researches the concept of metaphors and analyses seven Chinese advertisements in which metaphors are used in public service advertising. The nature of metaphors is to express one thing by using another thing. Using metaphors can put some creative ideas into pictures and make the pictures full of visual impact. Then the target audience will pay more attention to the picture and become impressed. When people look at the advertisements using metaphors, they will definitely look up in their existing knowledge to understand the message which the advertisements are delivering. So this makes the advertisements more attractive and the people would be more easily convinced.

• 가정과삶의질연구
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• 제7권2호
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• pp.179-197
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• 1989

The study was mainly concerned with providing a basis of the development of consumer's attitude to the advertisements, and the change of sex role portrayals in advertisements. This study was to analyze the consumer's attitude to the advertisements. For the purpose of this study, 550 questionaires were distributed to the married men and women in Seoul. The 418 data were analyzed by Frequency, Percentage, Oneway ANOVA, Duncan's Multiple Range Test, Multiple Regression Analysis and Pearson's correlation. The Major findings of this study were as follows ; 1) Advertisement preferences were significantly related to the age, educational level, income, and family size the cases of men, in the cases of women, the significant variables were age and educational level. 2) Good purchasing attitudes were significantly related to the age and family size in the cases of men. In the cases of women, the significant variable was age. 3) Advertisement preferences were significantly related to the sex role attitude. 4) Good purchasing attitude were significantly related to the advertisement preferences. 5) In good purchasing attitude, the most significant variables were advertisement preferences.

• 한국의류산업학회지
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• 제11권2호
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• pp.200-209
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• 2009

Mirrors often appear in fashion advertisements. This study aimed to analyze meanings of the images represented in fashion advertisements using mirrors. This study analyzed the meanings of mirror image in Western art history, and also studied meanings of female representations in the paintings. Based on previous studies, this study classified mirrors' expressions in three types and analyzed their meanings. To analyze the meanings of the three types, this study researched the symbolic meanings of the mirrors in visual arts chronologically, first. And then, this study interpreted that in the context of consumption cultures and consuming ideologies in view of feminism, consumption ideology, desire theory, and fetishism. The results of this study were as follows; 1. Narcistic body expressions associated with strong and independent women, while associated submissive being overwhelmed by consumption cultures. 2. The method of revealing the female body throughout mirrors was meant to attract the attention of consumer. 3. Multiplied body images meaning was like a commodity in fashion advertisements.

• 한국인쇄학회지
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• 제20권2호
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• pp.107-118
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• 2002

Two-page spread sheet advertising appearing on monthly women's magazine were selected and analyzed for this study. All 299 advertisements were sampled from 5 kinds of women's magazines published from January to June in 2002. The results shows that; 1) all elements of layout in advertisements are significantly related to product life cycle; 2) Similarity of layout type proposed to differentiate layout from competitor's advertisements; 3) Realistic picture of products using high technological equipments and skill occupied most of ad space. It proposed the possibility of varied illustration type; finally, Using foreign models both imported products and domestic products are increased. It shows that the level of westernized insight of current consumer.

• 한국주거학회:학술대회논문집
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• 한국주거학회 2005년도 추계학술대회 논문집
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• pp.273-276
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• 2005

The purpose of this study was to identify the design characteristics of apartments built in Daegu between 1970 and late 1990s as well as the changes of such characteristics through newspaper advertisements. Newspaper advertisements were limited to apartment advertisements put in Maeil Shinmun, a new paper published in Daegu, from 1970 to 1999. 299 cases of apartment advertisements were used for analysis. The analysis criteria used included indices that suggest the situations of the times and the changes of architectural contents on the basis of the previous studies and reports on housing environment evaluation indices.