• Proceedings of the Korea Society of Design Studies Conference
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• 2002.05b
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• pp.32-33
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• 2002

• Korean Journal of Communication Studies
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• v.18 no.4
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• pp.31-50
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• 2010

This study is designed to decode the persuasion strategies in the advertising targeted for children from a semiotic perspective. Semiotic approach to "decoding advertising text" allows us to classify advertising signs and sign systems in relation to the way they are transmitted and communicated. In this strategic process of advertising production, the producers use various "expressive techniques" and "persuasive appeals, premises, and ideology" shared by the members of the society. This study investigates Korean print media advertising for children with the following research questions: ① What types of expression techniques are employed in the print media advertising for children? ② What types of persuasive appeals(consumption values) are used in the print media advertising for children? ③ What are the persuasive premises(cultural premises) underlying those persuasive appeals? ④ What is the structure of ideology that governs those persuasive appeals and premises in the advertising for children? The study result reveals seven most frequently employed expressive techniques, ten major types of persuasive appeals and premises, and the structure of ideology governing the signs and signification systems in the advertising targeted for children.

• Journal of the Korea Institute of Information Security & Cryptology
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• v.30 no.5
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• pp.871-879
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• 2020

Perceptual Ad-Blocking is a new advertising blocking technique that detects online advertising by using an artificial intelligence-based advertising image classification model. A recent study has shown that these Perceptual Ad-Blocking models are vulnerable to adversarial attacks using adversarial examples to add noise to images that cause them to be misclassified. In this paper, we prove that existing perceptual Ad-Blocking technique has a weakness for several adversarial example and that Defense-GAN and MagNet who performed well for MNIST dataset and CIFAR-10 dataset are good to advertising dataset. Through this, using Defense-GAN and MagNet techniques, it presents a robust new advertising image classification model for adversarial attacks. According to the results of experiments using various existing adversarial attack techniques, the techniques proposed in this paper were able to secure the accuracy and performance through the robust image classification techniques, and furthermore, they were able to defend a certain level against white-box attacks by attackers who knew the details of defense techniques.

• The Journal of the Korea Contents Association
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• v.6 no.6
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• pp.125-135
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• 2006

A study of advertising semiotics is very important area based on the whole area of Film Industry and the study of semiotics has been continuously studied in the TV advertising field. If we only insist on the existing research area and expression techniques without considering new expression techniques resulted in consuming class and technological development, the scientific approach and analysis of advertising semiotics should be confronted by the limitation. so the purpose of this thesis is to analyze semicomical approaching method and analysis in TV advertising field through the meaning of advertisement and the technique of TV advertisements and show the necessity of study and production for the effective approach in both sides of commerce and art.

• Journal of the Korean Society of Costume
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• v.58 no.10
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• pp.123-134
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• 2008

The purpose of this study is to examine the postmodern characteristics in global fashion advertising. This analysis of postmodern print campaign strategies will increase the understanding of global fashion consumer and assist in establishing global advertising strategies for domestic fashion brands. 2006 A/W and 2007 S/S magazine campaigns for 190 fashion luxury brands were are collected, which were uploaded on the WGSN website. All advertising campaigns were analyzed in terms of postmodern features by four fashion professionals. As a result, major findings are as follows; First, advertising model stereotype was deconstructed. Besides young celebrities, ad models such as real people and old or childish celebrities were cast. Second, expression technique was deconstructed. Chromatic harmony was broadened to include black and white advertising, additive and subtractive color mixing. Innovative layout techniques such as collage were used. And also narrative structure was deconstructed. Third, diverse issues such as environmental message, globalization, fantasy, feminism, everyday life were expressed as advertisement appeals.

• Proceedings of the Korea Society of Design Studies Conference
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• 2005.10a
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• pp.148-149
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• 2005

• Korean Journal of Human Ecology
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• v.23 no.3
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• pp.529-544
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• 2014

The purpose of this study is to investigate the effect and potential problem of before and after technique in cosmetic surgery advertisements. This study would draw the positive and negative aspects in executing before and after technique by segmenting the surgical part(eyes, nose, and breast). And this study compared before and after technique with after technique and doctor(expert) endorser. Independent variables of this study are advertisement technique(before and after/after/doctor) and the kind of surgery(double eyelid surgery/ rhinoplasty/mastoplasty). Dependent variables of this study are general attitude toward advertising, hospital believability, ethical judgement toward advertising, intention to cosmetic surgery. This study is run as $3{\times}3$factorial design with 30 subjects per cell, resulting in a total sample size of 270. The result of this study shows that advertising technique in cosmetic surgery advertisement important variable to mediate the effect. This study found that before and after technique was more effective than any other techniques. Also, this study found that the kind of surgery variable should be considered in the execution of cosmetic surgery advertisement. Therefore, the result suggests that the kind of surgery and advertisement technique should be spontaneously considered by cosmetic surgery clinic and advertising regulation organizations for the effective communication way and consumer protection.

• The Journal of the Korea Contents Association
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• v.19 no.7
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• pp.199-210
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• 2019

Virtual Advertising, which was introduced exclusively in sports casting programs in 2010, has enlarged its scope to terrestrial TV networks' sports news, entertainment shows, and dramas by 2015. Such advertising deregulation allows broadcasting business operators to insert more various virtual advertising methods into TV programs. Despite recent evaluation that virtual advertising was deregulated to a large degree, it is still inadequate compared to foreign state of affairs and has a lot of room for growth. Therefore, this research explores a literature review of virtual advertising in other countries and considers possible ways for virtual advertising in Korea to move forward. Additionally, through in-depth interview with seven virtual advertising experts, the research unravels positive and negative impacts of virtual advertising as well as its current state of affairs and struggles. This research also analyses the regulation of virtual advertising and finally explores possible revitalization strategies. The results of the research show that it is necessary to first improve the viewers' favorable concerning virtual advertising in order to revitalize virtual advertising. Revitalization will also require a clarification of regulation as well as a more unified and consistent content review and rating system. Furthermore, it is imperative that data of advertising impact will be accessible to advertisers and that advertising regulation will loosen. Revitalization will also require a clarification of regulation as well as a more unified and consistent content review and rating system. Furthermore, it is imperative that data of advertising impact will be accessible to advertisers and that advertising regulation will loosen. It is necessary to further develop new techniques and creators of virtual advertising. The research suggests strategies and alternative paths for the growth and revitalization of the virtual advertising market in light of recently revised law.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.4
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• pp.153-162
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• 2022

Nostalgia advertising is one of the key and effective tools for marketers to capture the attention of consumers. Prior studies have identified two types of nostalgia, personal and historical. The aim of this research is to learn more about historical nostalgia and its influence on consumer brand purchase intentions. A convenience sampling technique was used to obtain a sample of 182 respondents via Google forms. The study then used partial least square structural equation modeling. In PLS-SEM, we applied a measurement model to obtain the results related to reliability, validity, and model fitness. Once the desired results are achieved, the study proceeded to the structural model where results related to hypotheses were obtained. The study's findings corroborated the literature, revealing that historical nostalgia advertisements have a significant impact on consumers' cognition and emotions, leading to an effect on attitudes. The serial process has the effect of influencing consumer buying intentions. Hence, the importance of nostalgia advertising proposed in the study was established through empirical evidence. Policymakers, organizations, and advertising agencies in Pakistan are recommended to implement nostalgia advertising techniques based on the findings and are encouraged to do so for immediate benefits.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.3 no.4
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• pp.59-88
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• 2008

For the success of the DMB market to meet consumers' demands for Ubiquitous Media and strengthen the nation's competitiveness, it's inevitable for us to activate DMB advertising as of main profit source for DMB Media, and to develop various types of DMB advertising which are linked to the profit model. So I'd like to look over the various types of DMB advertising which are suitable for DMB features as one of the efforts to activate DMB advertising. First of all, I've figured out what kinds of advertising are available for new media and which related technologies are required for DMB media. Through this research, I could find out what features of new media such as cable broadcasting, Internet and Mobile have become the source of developing various types of advertising and how to a great part to activate new media advertising markets by making the best use of their media features. This research also shows that DMB advertising has the high potential to be developed in various and effective types and kinds of advertising with its media feature and technological feature. This research observing DMB advertising cases showed that DMB advertising can be divided into 6 types such as forms, purposes, techniques, advertising positions, the use of LBS(Location Based Service), coupons and it could be developed into various kinds of DMB advertising dependent on each type. On the other hands, it would be great to have continual researches and follow-ups for various types of DMB advertising and the verification of the effectiveness for DMB advertising by performing potential DMB advertising.