• The Journal of the Korea Contents Association
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• v.19 no.5
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• pp.15-23
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• 2019

Mobile devices have become the most influential media platform. Mobile advertising has thus grown much faster than any other type of advertising. This study is designed to examine antecedents of attitude toward mobile ads, antecedents such as irritation, personalization, and online information privacy concerns. The study also examines consumers' attitudes toward mobile ads as an antecedent of mobile advertising acceptance. Study findings suggest that irritation is not a statistically significant predictor of attitude toward mobile ads. An antecedent found to be positively related to attitude toward mobile ads is personalization and one found to be negatively related is online privacy concerns. Finally, consumers' attitudes toward mobile ads are found to be positively related to a general acceptance of mobile advertising. Practical implications are discussed.

• Journal of Digital Contents Society
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• v.19 no.1
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• pp.1-10
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• 2018

This study is to seek to find the importance of next digital marketing factors by using AHP method and analyze comparison between an advertising expert and a non-advertising expert. In results, the relative importance ranking is as follows; combination (0.26), transformation (0.259), optimization (0.243), and technology (0.238). The relative importance ranking of sub-factors is as follows: artificial intelligence and maching learning (0.086), big data (0.085), and contents curation (0.060). While the relative importance of combination and optimization for an advertising expert is higher than for non-advertising expert, the relative importance of transformation and technology for non-advertising is higher than for an advertising expert. This study provides managerial implication to build digital strategy based on these result.

• The Journal of the Korea Contents Association
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• v.15 no.4
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• pp.469-478
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• 2015

With several problems being pointed out with the rapid growth of online advertising markets, false, exaggerated or sensational advertisements are increasing. Particularly, the sensational appeal of online advertising is placed in the blind spot of deliberation on advertisements with any social consensus on the deliberation on online advertisements not made yet. According to these reasons, regulation and maintenance of the deliberation system are required for online advertising. In this study, content analyses on visual and verbal sensationalism in 2,009 advertisements were carried out based on 32 national online news services. According to the analyses, obscene advertisements on online news services are more than serious. In this study, based on the analyses, need for deliberation and regulation on online advertising is raised and direction of the deliberation on desired advertising is explored. In the future, effective advertising deliberate models need to be constructed through gathering opinions of the various members of the online advertising industry, such as advertisers, advertising agencies, media representatives, and publishers, etc.

• Journal of Digital Convergence
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• v.16 no.11
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• pp.275-280
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• 2018

This study attempts to examine the equity of regulation in advertising. After scrutinizing asymmetric regulation in advertising, this study propose measures to increase the equity of advertising regulation. This study proposed horizontal regulation and unification of regulatory agencies as direction of increasing the equity of regulation in advertising. In order to ensure the equity of advertising regulation in the new types of media that appear in various ways, horizontal regulation that decides advertising regulation policy based on the nature of contents or service is desirable. To increase the equity of regulation in advertising, it is recommended that the advertising regulatory system be operated with integrated regulatory organization.

• The Journal of the Korea Contents Association
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• v.12 no.8
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• pp.123-135
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• 2012

As contents go digital and networks go broadband, there are a lot of changes made to Ad market caused by multimedia and multichannel environment. While platforms as the contents distribution window are increasing, the reality is that additional Ad revenue through platforms is concentrated on mammoth exclusive media because there are small number of the media that has control over platforms is able to create production and provide capital. In addition, as Media rep laws is passed at the Assembly plenary session, tipping effect in Ad market concentrated to some media. In this reality, pay TV market is expected to be within its direct orbit as it is predicted to produce new contents and distribution growth thanks to a wide variety of genres and experimental challenge. Thus, this study is to propose the methodology and an alternative for pay Ad market expansion. As the result of this research, an improvement scheme of indirect advertisement, virtual advertisement, and prohibited advertising item is suggested, and methodology for advertising market expansion is suggested through enterprise and government.

• Journal of Digital Contents Society
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• v.18 no.2
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• pp.293-301
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• 2017

This study collects 112 webtoon advertisements by Google extended search to reveal the narratives of webtoon in persuasive communication context. The results of content analysis are as follows. First, product categories are found relatively more in number such as content and game, cosmetics, public service announcement than other products. Second, the number of webtoon advertisements has increased these seven years; rather drastic increase is found in 2013. Third, as for the origin, brand webtoon is the largest number of all types. Fourth, there is a significant difference between public interest products and commercial products in absurdity advertising number. Commercial products use a variety of genres such as romance, drama, everyday life, including absurdity, while public interest products focus mainly on everyday life.

• The Journal of the Korea Contents Association
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• v.16 no.11
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• pp.29-37
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• 2016

With the emergence of SNS, TV, newspapers and radio, which are one-way communication media, have become less important. Therefore social networking enables social networking beyond the constraints of time and space, and communication and emotional communication required for social relations have emerged as a factor in the importance of social media. Social media, which is based on rapid connectivity and scalability, is an medium of expression that is advantageous for companies and consumers to communicate more easily than traditional advertising media. Advertising can form a consensus that consumers and companies can create an atmosphere of friendly conversation because of the social media that has the efficiency of communication. This study compares two ads. One is the advertisement of 'Bear and Hare', an animation of John Lewis department store in the UK, where a new form of advertising marketing strategy is fused with emotional storytelling and social media. The second is an advertisement of LG, 'I love you LG' to be. Social media should be remembered as a warm and loving company in the heart of customers through open communication with customers, rather than companies that pursue merit profits by using social media ads as a medium of emotional transmission to consumers. It is a study on useful advertising strategy that can pursue the sales of the company at the same time.

• Journal of Korea Entertainment Industry Association
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• v.15 no.3
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• pp.243-250
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• 2021

The purpose of this study is to discuss the implicit meaning of advertising content with highly persuasive language formats from a communication perspective and its interpretation process in relation to communication education, while simultaneously developing interpretative codes for media literacy education in modern society. For a successful discussion, I assumed the narrative content of advertising content that implements a special purpose as a general conversational act, and raised the issue anew that regularity exists for implicit semantic expressions. It also said that in order for media literacy education in the present society to proceed correctly, linguistic interpretations of implicit meaning cannot be guided as a principle of communication in prior research. As a solution, we confirm that socio-cultural sharing knowledge and recognition are essential interpretation codes. For further discussion, the analysis of advertising media languages with special purposes in terms of language usage was conducted to verify the process of interpreting the implicit meaning shown in them. After analyzing the implicit advertising language that I arbitrarily typified, I found that the linguistic meaning implicit with the intention of persuading the speaker can be provided mostly as media literacy education as a framework for analysis by various information and cognitive effects. In other words, acceptors should not perform only literal interpretations in the process of interpreting the implicit meaning inherent in the media language. If guided by including native language materials and background knowledge, socio-cultural customs, and general common knowledge, efficient media literacy education can be expected.

• The Journal of the Korea Contents Association
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• v.11 no.8
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• pp.331-341
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• 2011

The study empirically analyses a linear relationship between terrestrial advertising rates and viewer ratings. Consistent with the results of preceding studies, the present study finds a convex relationship between standard advertising rates and viewer ratings. However, after all other sales practices are taken into account, a linear relationship is documented between per-minute advertising revenue and viewer ratings. Absent the exact functional relationship between the two, it is hard to evaluate accurately how efficiently or inefficiently the current GS System has operated, but it tells us that a certain level of market mechanism prevailed within the system. The findings are consistent with the 1 Public-1 Private Media Representative alternative among many alternatives currently sought by the KCC should we accept the premise that the public aspect is as equally important as, if not more important than, the efficiency aspect of terrestrial broadcasting.

• Journal of Korea Multimedia Society
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• v.18 no.11
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• pp.1419-1426
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• 2015

Distinguishing border between news and advertising is disappearing. Traditional journalism considered editorial part deals news and ad part handle commercial messages. But now this classification is meaningless. Current news consumers do not separate advertising content and non-advertising content. In Korea, making fake news or paid news pages is becoming social problem. Fake news uses various camouflages to pretend to be real news. This paper descriptively analyzed Korean fake news cases and suggested some guidelines for publishing news. We analyzed 3 major newspaper web sites from July to September, 2014. These three newspapers publish section pages everyday containing fake news or sponsored news. Totally more than one thousand articles were selected for content analysis. We coded the numbers of fake news, day of the week, the rate of sponsored news, average fake news publication number per pages, the conformity between news and advertising, and the type of fake news. We also coded the number of sponsored news article in day sections. We used method of comparing the advertising contents and news articles. As a result, 24.8% of news article were published for the advertising sponsors. Advertorial or fake news were sometimes arranged same pages the same day. We coded the conformity between same advertising and news content. More than 60 percent (60.9%) of fake news match with their sponsors. PR style of fake news is top and advertising type of fake news is the lowest.