• Korean journal of communication and information
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• v.39
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• pp.473-505
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• 2007

Advertising is regarded as one of media's most proficient instruments of reflecting changing society. It represents the channel through which globalization and consumption culture have spread into everyday life. This study explores the significance and representations of multi-culturalism in contemporary television commercials. For the purpose, the social and historical meanings of the term 'multi-culturalism', generated inside and outside Korea, are discussed. A series of text analysis are followed, focusing on the representation of non-Korean models in terms of ethnicity and race. The result shows that the advertising is the instrument utilized in creating the relationship between multi-culturalism and racialism, which is called 'strategic multi-culturalism'. This strategy commonly happens in today's commercial advertising such as information/telecommunication, real estate/branded apartment complex, and bank/finance market. Despite the increasing number of multi-cultural commercials in the past decade, multi-culturalism in Korean society has not yet fully articulated.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.11
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• pp.955-966
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• 2020

The purpose of this study is to find out how SNS marketing activities affect brand recognition, brand familiarity, and purchase intention for consumers who have purchased products from franchise chicken stores, including whether there is a moderating effect according to gender. SNS marketing activities were set up by configuring three attributes which are, SNS advertising, SNS information, and SNS events as sub-factors. For empirical analysis, a survey was conducted on SNS users, and SPSS/AMOS statistical programs were employed for the data analysis. First, the result of the empirical analysis showed that SNS advertising, SNS information, and SNS events have a significant positive effect on brand recognition. Second, it was found that the SNS events had a significant positive effect on brand familiarity. Third, it was found that SNS advertising has a significant positive effect on purchase intention. Fourth, it was observed that brand recognition has a significant positive effect on brand familiarity. Fifth, it was found that brand recognition and brand familiarity have a significant positive effect on purchase intention. Sixth, it was found that gender plays a significant role in the relationship between these constructs. Therefore, it can be assumed that the hypothesis presented in this study is sufficiently proven.

• International Journal of Computer Science & Network Security
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• v.21 no.7
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• pp.305-316
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• 2021

The objective is to recognize the better opportunities from targeted reveal advertising, to show a banner ad to the consumer of online who is most expected to obtain a preferred action like signing up for a newsletter or buying a product. Discovering the most excellent commercial impression, it means the chance to exhibit an advertisement to a consumer needs the capability to calculate the probability that the consumer who perceives the advertisement on the users browser will acquire an accomplishment, that is the consumer will convert. On the other hand, conversion possibility assessment is a demanding process since there is tremendous data growth across different information dimensions and the adaptation event occurs infrequently. Retailers and manufacturers extensively employ the retail services from internet as part of a multichannel distribution and promotion strategy. The rate at which web site visitors transfer to consumers is low for online retail, out coming in high customer acquisition expenses. Approximately 96 percent of web site users concluded exclusive of no shopper purchase[1].This category of conversion rate is collected from the advertising of social media sites and pages that dataset must be estimating and assessing with the concept of big data clustering, which is used to group the particular age group of people along with their behavior. This makes to identify the proper consumer of the production which leads to improve the profitability of the concern.

• Korean journal of communication and information
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• v.32
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• pp.333-367
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• 2006

This paper attempted to examine to what extent advertising as expression has been constitutionally protected through an analysis on the reputational-right-related legal cases. In order to make the understanding more clearly, this paper applied Van Alstyne's graphical depiction on how commercial speech is protected compared with other constitutional rights such as political speech, private expression, defamation, and obscene expression. Through the analysis, this paper found out that first, in the legal cases, there has been no consideration on whether the status of the plaintiff is public figure or private figure, whereas in the libel cases, Korean courts has made a distinction between public figure and private figure since 2002; second, when the case is concerned with corporations, the Korean courts do not give consideration on the status of corporation, while the status of corporation is a somewhat important factor in deciding the degree of responsibility in the U.S.; third, even though it is clear that advertising in Korea is being protected as expression, it is nebulous whether it is well balanced with other personal rights that are constitutionally protected. Conclusively, applying the Alstyne's graphical depiction on Korean advertising, it advertising as expression in Korea is being provided lower protection than defamation. To put it differently, like the case in the U.S., advertising, although it is allegedly protected as expression, does not yet enjoy full-fledged constitutional protection in Korean society. Rather, there must be some actions to be taken to enhance the degree of protection of advertising.

• Archives of design research
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• v.16 no.1
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• pp.103-116
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• 2003

As the globalization become the main stream in our world, there is no exception also on the cultural section. And we are En the midst of this rapid transition. In the case of advertising market, we opened to those agencies in abroad in the early year of 1990 and now completely opened. On this thesis, the multinational corporation advertising was studied and researched by empirical case study. The main topic is the value expression in the advertising creativity viewed on the cultural level. The multinational corporations that have an eminent, powerful brands produces much of goods wend widely with their powerful brands and extend their marketing activities to abroad. For example, those non-alcoholic beverages, pharmaceutical products, cosmetics, electronic appliances, vehicles, sports shoes, clothes are their main exports, and they broaden the product category, market size to the global market. They also use an expert marketing skill accumulated for a long time. The advertising activities is one of the useful method to extend their global market abroad enhacing continuously brand value. And much of the multinational corporation's advertising are suspected of negative effects that advertisements works on a tool which curies so called uniformed ideology - various ruling ideology - with commercial messages. These advertising affect an developing country's moral value, life style, social value, and others. And they weaken those developing country's unique tradition, culture by putting their own ideology. Those who have a critical position on the advertising activities have been careful in judging it's effects. The result of this study which of the value system is expressed in the multinational corporation's advertisements are; First, the self - esteem value is classified by western value, and it was founded out much more in the domestic corporation's advertisements then multinational ones. Second, the security value system is classified by western value system, and it's outcome was much the same as former one. Consequently, the multinational corporation's advertisements have less of an western value expression relative to korean advertisements. Those outcomes may infer that the multinational corporations prefer to an compromise creative strategy in korea for avoiding cultural conflicts.

• International Journal of Advanced Culture Technology
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• v.8 no.1
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• pp.120-127
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• 2020

The use of digital signage in the public and commercial communication areas has been increasing in recent years. By integrating cutting-edge information technologies such as 5G, artificial intelligence, and the Internet of Things, digital signage continues to break apart from traditional outdoor advertising media. This study identified the problems facing the domestic digital signage industry by exploring and analyzing major issues related to digital signage and derived future development measures. Specifically, online documents were collected based on the digital signage-related keywords created over the past 12 years to conduct big data network analysis, and key topics were derived through visualization of the results. This study has great policy implications in that it excluded biased interpretations based on the viewpoints of companies or the government and, more objectively, suggested the direction of the digital signage industry's development in the domestic media market.

• Journal of Internet of Things and Convergence
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• v.2 no.1
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• pp.29-33
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• 2016

This study aims to analyze the change in communication after the advent of internet in the viewpoint of multi-dimensional communication network, Especially this study tried to explain that the multi-dimensional communication network leads to p luralization of society. And it analyzed the increase of consumer activeness in commercial communication in multi-dimensional communication network.

• Proceedings of the Korea Contents Association Conference
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• 2017.05a
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• pp.405-406
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• 2017

With the advance of ICT technology, E-Commerce is getting popular and used widely in daily life. Nowaday's commercial videos are also being used extensively to introduce commercial products to consumers. Most commercial companies are advertising their products on the internet with images and videos through online sharing sites. Putting pre-recorded videos online is easy, but it is difficult for sellers to interact with customers. Live Streaming is the transmission of digital content directly to the Internet in real time. Although there are many services available that provide live streaming on the internet, most are limited in the content they transmit. Building live streaming servers using open source projects will help users master the content which conveys to their customers. In this paper, we will consider implementation of Live Streaming Server for Video Commerce using Open Source.

• Archives of design research
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• v.16 no.3
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• pp.273-280
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• 2003

Priming Effect, as a part of "Contextual Effect" is the phenomenon that pre-searched product information influences consecutive product evaluation. "Priming Effect" is different from other types of "Contextual Effects" in that pre-searched information doesn't have an direct effect on product evaluation, but an indirect effect which means that pre-searched information influences interpretation of consecutive product evaluation. On the previous theoretical background, this study investigated that how visual images can influence consumer preference and product choice, introducing concept of priming effects into the design of on-line shopping malls. This experiment adopted the digital cameras as the experimental stimulus target products and designed the individual web pages by priming the attributes of price and size. In result of analysis, the difference of product preference by priming attributes was proved to be statistically significant. In this reason, suggesting the background of commercial web page can be the significant factor in choosing products, the priming effects introduced into the design can be positively employed in online advertising.mployed in online advertising.

• The Journal of the Korea Contents Association
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• v.17 no.11
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• pp.621-631
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• 2017

In March of 2014, after Eduwill's new TV commercial, Seo Kyung Seok, appeared as a model, unusually, various professional comedians have spontaneously made many TV ad parody contents. It is a kind of GCC (Gagman Created Contents), which is a content created by comedians if it is called User Created Contents (UCC) by a consumer voluntarily making contents. Various popular programs of TV stations such as tvN, KBS, SBS, MBC Eduwill TV commercial parody contents was broadcasted. Euduwill TV advertising parody contents can be classified as parody contents that mimic Eduwill CM songs and comic dancings by Seo Kyung Seok. In this study, we analyzed how the characteristics of class B culture such as 'twist' and 'satire' are reflected in Eduwill TV commercial parody, and discussed the correlation between advertisement, parody contents and socio-cultural phenomenon.