• Archives of design research
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• v.20
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• pp.185-196
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• 1997

There were several methods of conception in seeking a visul idea of the advertising design. However, such conventional methods had a tendency that the degrees of utilization and satisfation are lacking. Also, in a thumbnail sketch phase, there was a great tendency to seek an idea based on pictorial elements only and thus depended chiefly on the existing references. Accordingly, originality was not high. Further, under the background which any common methods of a designer and a copywriter, if they have effective. I would like to propose a visul idea conception method, a condensing & amplification method for maintaining a logical system of advertising intelligence and for facilitating creative visualization through a language-oriented approach. The condensing & amplification method is the method of conception, in which after an appeal point as per advertising intelligence is passed through sentence and phrase and then condensed with word, various variation for the word develop, and by selecting the most creative word of the results, the thumbnail sketch commences based on the results amplified with the phrases and sentences.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.23 no.6
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• pp.15-20
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• 2023

This paper is a study on the development of an artificial intelligence (AI) system algorithm that recommends indirect advertising products suitable for character web dramas. The goal of this study is to increase viewers' content immersion and help them understand the story of the drama more deeply by recommending indirect advertising products that are suitable for writing lines for web dramas. In this study, we analyze dialogue and plot using the natural language processing model GPT, and develop two types of indirect advertising product recommendation systems, including prop type and background type, based on the analysis results. Through this, products that fit the story of the web drama are appropriately placed, allowing indirect advertisements to be exposed naturally, thereby increasing viewer immersion and enhancing the effectiveness of product promotion. There are limitations of artificial intelligence models, such as the difficulty in fully understanding hidden meanings or cultural nuances, and the difficulty in securing sufficient data for learning. However, this study will provide new insights into how AI can contribute to the production of creative works, and will be an important stepping stone to expand the possibilities of using natural language processing models in the creative industry.

• Journal of Science of Art and Design
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• v.1
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• pp.227-266
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• 1999

The idea of identification have become a subject of discussion ever since the time man started to contemplate on the meaning and value of his being. However, the concept of identity defined by theorists such as sociologists or cultural historians influence the consumption pattern of the major consumer group, in conjunction with the advent of the mass consuming age. The conflict and mutual realization among variable generations and residential areas of different. consumer levels profoundly affect the formation of the identity of the new generation and the role and experience of women. This series of transit is progressing more rapidly due to the characteristic situation of the expiration of a millenium. Advertising strives to control our interests and ideas on the products we choose to use and affects our identity by manipulating images of successful people. People tend to be influenced more significantly by the mass-culture than by people around them, such as family or friends, in rendering their self?identity; in which process, adopting the identity produced by mass-media and advertising. Such identity is conducted partly of the product identity and the stereotyped image suggested by mass-media. This study bears significance in the attempt to provide actual data and expand the realm of ideas and planning in future advertising through demonstrative analysis of self-identity creative in Korean TV advertising.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.11
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• pp.439-447
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• 2020

The dynamics of communications powered by the Internet, specifically from the increased use of social media, has led marketers to find creative channels to engage with the customers. One of the recent channels, "branded entertainment", is becoming familiar as an advertising strategy in which the content presented is a marketing tool for the advertising of certain brands. The current study examined the case of a branded-entertainment channel and the mechanism of the advertising instrument that leads to purchase intention. The specific purpose of this research is to investigate whether there is evidence of the role of narrative transportation and the fantasy proneness leading towards purchase of the brand advertised. To arrive at the conclusion, the study using web series sponsored by an artificial sweetener brand and employs a quantitative survey to question the audience. The findings contribute toward the understanding of how consumers respond to branded entertainment via video-sharing platforms. It is indicated that the stories presented in the web series can stimulate the audience to fantasize. Thus, the advertising message conveyed through narrative persuasion can form a favorable attitude toward the brand, which leads to intention to purchase. Practical elements are identified along with limitations and future research suggestions.

• Korean Business Review
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• v.13
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• pp.67-87
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• 2000

There has been remarkable growth in the study of the role played by affect in advertising in the past 16 year. The research of the role in advertising has studied in different perspectives, provide guidelines for practicers. But the evidence of these research have limits to service advertising creative strategy, because of no integrated framework. The goal is to provide broad assessment and insight of the role played by affect in advertising from academic literature. This article are discussed the concept relating affect, the type of advertising appeal, affect and context effects, affect and individual different in reponses, affect and attitude toward the ad in advertising. Finally, from a critical analysis of state knowledge, this article suggested 5 directions for future research in the recommended areas.

• Proceedings of the Korean Printing Society Conference
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• 1995.11a
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• pp.22-22
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• 1995

• Archives of design research
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• v.12 no.4
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• pp.201-209
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• 1999

Feb. 11. 1997, Korean Government announced FM Radio Broadcasting and TV Terrestrial TV Broadcasting will be changed to digital format in year 2001, and all Korean Broadcasting except AM Radio and Microwave will be changed to digital format before 2010. In spite of IMF economic crisis, the Digitizing is the one of the hot issue in TV Broadcasting area. The narrow view of the Digitizing the Broadcasting is a technical development from the analogue to digital, but the extended view of it means not only the technical development but the revolution in the concept of TV and service area, relationship between sender and receiver, structure of TV Industry. Thus Digitizing the Broadcasting shifts paradigm and eventually it cause a big change in the advertising creative. The digital TV could be a very encouraging technical development for the consumers convenience because of the multiple choice in the channels and interactive services which leads us to the multimedia service through the TV . On the other hand, multimedia and multi-channel, interactivity implicate a big uncertainty and risk, This research paper is about the technical aspects and social aspects of digital TV and its influence of the marketing and TV advertising creative.

• The Journal of the Korea Contents Association
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• v.22 no.7
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• pp.89-101
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• 2022

COVID-19 is significantly changing consumers' demand and habits. In order to understand consumer characteristics and find effective advertising directions in the post-COVID-19 era, this study set young consumers who are more sensitive to market changes and technological transformation from a subjective perspective of advertising audiences. Through the Q methodology, the advertising development model in the post-COVID-19 era was derived exploratively by examining their cognitive status of advertisements in the post-COVID-19 era. The model consists of three types of advertisements: "demand mining online ads" that value consumer demand and adapt to online shopping paths, "added value creation experiential ads" that value derived value and consumer experiences, and "practical and sentimental value creative ads" based on pragmatism and emotional values. In addition, this study also suggested for the sustainable practice of advertising in the post-COVID-19 era in various aspects, such as "seeking multidimensional values," "expanding consumer experience," and "mining and leading demand.

• Archives of design research
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• v.16 no.3
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• pp.241-252
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• 2003

Currently while a phase of the Internet as an advertising media is firm, and Internet advertisement utilization of a company rises, and the consumers contact with various Internet advertisements. A lot of Internet advertisements of various forms made with new technology to develop rapidly are executed and will disappear again. Now, It is necessary to classify various types of the Internal advertisement which was made by a sharp environment change, and was tested of the last ten years and to classify expression techniques systematically. At the same time, we have to check a development direction of domestic Internet advertisement and trend. It is a point of time that Internet advertisement must be designed in a macroscopic dimension like the four medium advertisement by an advertisement strategy and an expression strategy. In this paper, first I classified a type of domestic Internet advertising into marketing, an advertisement purpose, an expression form, manufacture technology, and an express on method systematically in five sides so far And I tried to consider the form and characteristics. By next time, while examine change of internet marketing paradigm, I checked trend of recently domestic Internet advertising in accord to a change of consumer's use tendency and a change of Internet advertisement manufacture technology, and tried to consider the development course in the marketing side, the manufacture technical side, and the creative side. Finally, I wish to propose necessity of expression strategy establishment to promote development of the interactive advertisement technique that considered the creative side in order to raise an effect of Internet advertisement.

• Journal of the Korea Convergence Society
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• v.10 no.7
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• pp.121-131
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• 2019

Art Collaborative advertising uses creative works that are not related directly to the product and recreates it as a more valuable product. Creative thinking acts as a core value. The purpose of this study is to investigate the effect of creative thinking using mind map and SCAMPER technique in art collaboration class. After analyzing the art collaboration advertisement class for 6 students in middle school, we analyzed characteristics between creative technique and creativity through student activities and work. The results were as follows. First, creative thinking ability of students who experienced art collaboration showed flexibility and originality in SCAMPER, and fluency in mind map. Second, throughout the course, we were able to observe elaboration, which embodied tough ideas and developed depth. This study will contribute to the research related to the improvement of students' creative convergence case by meeting two or more areas and collaborating on each core competency.