• Journal of the Korean Society of Clothing and Textiles
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• v.24 no.4
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• pp.487-497
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• 2000

The purpose of this study was performed 1) to study the differences in advertisement expression and brand preference according to the lifestyle groups of high school girl students(Sports Uninterest Group, Friend Preference/Fashion Uninterest Group, Sports Preference/Horne Oriented Group. fashion Interest Group, and Confidence Group) and 2) to investigate the effects on the brand preference of adolescents of lifestyle, brand and advertisement image and advertisement expression forms. The subjects selected for the final analysis were high school girl students living in Pusan, Seoul and Taejeon, Korea. The statistics used for data analysis were factor analysis, one-way ANOVA, Duncan's multiple range test, stepwise multiple regression, frequency distribution and percentage by the SPSS program. The results of this study were as follows: 1. The preferences of advertising expression forms were significantly different among lifestyle groups: the Friend Preference/Fashion Uninterest Group preferred to sex appealing advertising expression form less than other groups. 2. The brand preferences were significantly different among lifestyle groups: the Confidence Group preferred brand less than other groups in general. 3. The brand preferences were affected by life style, brand and advertising image and preferences of advertising expression forms. And brand image influenced most significantly on the brand preferences.

• Korean Institute of Interior Design Journal
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• v.23 no.1
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• pp.14-22
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• 2014

The purpose of this study is to provide the connectivity between the preference of architectural buildings and automobile companies as the most widely used background images for automobile advertisements. Based on the familiarity of the brand, the complexity of the message, and the novelty of the advertisement, this research is discovered with preferred images of automobile companies as well as the connectivity by analyzing architectural buildings emerging with various background images of automobile advertisements. After analyzing all three elements for the advertising communication, the conclusions through case investigations of nine automobile companies are the below. Firstly, the familiarity of the brand from nine automobile companies was high ranked satisfaction scores after questionnaire surveys. Secondly, all the aspects for the space, formative, material, height, and utilization related to the complexity of the message are not only matched the preferred images which automobile companies persue but the same preferred design elements after reviewing the most preferred and next most preferred images from the companies. Lastly, the methods for emphasizing the automobile itself which is related to the novelty of the advertisement simplify background images along with preferred artificial structures.

• International Journal of Costume and Fashion
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• v.16 no.2
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• pp.1-24
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• 2016

This study investigated the ideal female beauty in advertisement images through the iconological comprehension of Renaissance portraits and explored the longitudinal change of the ideal female beauty in modern Korean society. A total of 146 cover images on Hyang-Jang magazine, which is the company magazine of AMORE PACIFIC Group, from 1972 to 2012 were selected as the data. These images were divided into 10-year units for analysis using iconological criteria, which were pose, shape of eyes and lip, and hairstyle. The way presenting the cover images on Hyang-Jang magazine had changed in order to emphasize female body, self-satisfaction and independence of female, and sexual attractiveness of female. The results of this study implied that the change of ideal female beauty had been affected by socio-cultural contexts of modern Korean society that has industrialized and democratized in a short period of time.

• Journal of the Korean Society of Costume
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• v.50 no.3
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• pp.161-178
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• 2000

This study intended to provide the visual basic data of efficient fashion advertising for Missy Brands in the 21 th by investigating and analyzing the creative strategy related to expression of fashion advertisement. The Research methdologies were as follow. First, the change of domestic advertising industry, theoretical background of the creative strategy and the condition and problems in the domestic Missy market were studied through the relevant fashion advertisement and periodical publications. Second, the content analysis was done using the advertisement of Missy Brands in Fashion magazine, " ELLE" which were published from 1992 to 1998. (3/6/9/12). The results were summarized as follows: First, the ELLE's analysis results were to increase in number of the advertisements for the teenager Brand fro 1993 and for the I.B.(Imported Brand) or L.B(License Brand) from 1995. As a result of the analyses, we suppose that a number of advertisements are proportional related to the sales of Brands. Second, the re were significant differences between D.B. (Domestic Brand) and I.B(Imported Brand) or L.B.(License Brand ) in the change of creative strategy for Missy Brands advertisements. The creative strategy of D.B. ads was used more importantly in linsuistic message than in visual message. On the contrary, the creative strategy of I.B.(L.B) ads, attached importance to the visual message(photo). Third, the ads of TIME showed ads, effect to have relevance to sales. The creative strategy of TIME ads. appeals to consumer for consistent Brand image, at the same time reflects the distinctive Brand image from the other. This study was suggested the creative strategy change of TIME through the visual data base.data base.

• Journal of the Korean Geographical Society
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• v.45 no.2
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• pp.256-274
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• 2010

The aim of this study is to examine agglomeration patterns of advertising industries and spatial networks of advertisement production in Korea. The focus of analysis is the agglomeration pattern of advertising industries within Seoul because these are agglomerated in Seoul like other business services. Analysis methods are local Moran's I index and location quotient with the regional percentages of each sector's number of employees. Clusters in Gangnam Area are related to start-up advertising firms and global agencies entering domestic advertising markets. Network analysis is used to investigate the spatial networks of TV advertisement production between advertising agencies(AA) and film productions(FP). After transformation of AA-FP network matrix to regional matrix centrality index and brokerage scores are calculated. This analysis shows individual region's different role and position in the AA-FP network. Many agencies in or out of Gangnam Area outsource most advertisement makings to film productions in Gangnam Area. Advertising industry dusters in Gangnam Area is important as of the destination of advertisement production networks and the circulation of those networks.

• Journal of the Korean Society of Food Culture
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• v.28 no.6
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• pp.631-639
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• 2013

The purpose of this study was to analyze the post-purchase behavior of customers who experienced cognitive dissonance after exposure to a franchise foodservice advertisement. The study adopted cognitive dissonance theory to explain the dissonance resulting from the combination of advertisements and actual product that consumers received. In detail, the research hypothesized that cognitive dissonance will affect consumers' post-purchase behavior as well as their efforts to reduce dissonance. Exactly 274 questionnaires were used in the analysis. The results showed that more than 80% of respondents were influenced by advertisements when purchasing menus, and 50% were unsatisfied when the provided menu "was not the same as the advertisement shown". It was found that advertisement type did not significantly affect either group that experienced dissonance. In terms of satisfaction, however, the former group showed greater dissatisfaction when dissonance occurred (p<.001). Finally, there was a significant difference between the two groups regarding post-purchase behavior (p<.05). Customers with dissonance were likely to 'express dissatisfaction directly to the store', 'leave negative reviews', and 'participate in negative word-of-mouth'. Thus, the results revealed that cognitive dissonance could significantly influence customer satisfaction and consequently lead to negative post-purchasing behaviors.

• Design Convergence Study
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• v.18 no.5
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• pp.1-17
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• 2019

Buses, subways, taxis, etc., called public transportation, are attached with a variety of advertisements Each public transportation is promoted and advertised to suit the environment and characteristics. Against this backdrop, the No. 1 tram project has been launched of public transportation in Korea. Unlike traditional public transportation, tram are not fast enough to use railways and are connected to ordinary roads, so advertisements and promotional materials can be applied in various methods. However, in order to minimize problems such as indiscriminate ad placement, this study examines how inside and outside of tram are attached methods of Central Europe where public transportation has developed. The surveyed attachment method proposes design guidelines for adhering Korean tram by modifying them in consideration of the features, environment and so on of the use of Korean tram. The guidelines produced are evaluated through interviews of three Busan citizens.

• Human Ecology Research
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• v.54 no.5
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• pp.451-459
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• 2016

This study was to develop environmental education activities using advertisement as well as investigate the effect of environmental education using advertisements on children's eco-friendly attitudes and environmental preservation knowledge. The effect of the environmental education activity using advisements was examined based on 24 children aged five attending a daycare center located in Incheon metropolitan city (12 in the experimental group and 12 in the control group). This study was executed 12 times (twice a week) in both the experimental group and comparative group as the environmental education using advertisements was developed and executed in the experimental group as environmental education according to the life theme's in the Nuri curriculum of the comparative group. The instruments used in this study were the children's eco-friendly attitude scale (two factors, 18 items) and environmental preservation knowledge scale (four factors, 16 items). Children's eco-friendly attitude and environmental preservation knowledge were assessed by pre-tests and post-tests using the SPSS ver. 18.0 program. Results indicated that after 6 weeks application, the experimental group exhibited higher scores than the control group in the children's eco-friendly attitude as well as environmental preservation knowledge. This study showed that environmental education activities using advertisement had a positive effect on children's eco-friendly attitudes and environmental preservation knowledge.

• Science of Emotion and Sensibility
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• v.16 no.1
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• pp.11-28
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• 2013

This article aims to explore the interactive roles of types of primed identity (local versus global identity) and types of ad framing on brand evaluations. The authors designed 2 experiments in which each experiment followed a $2{\times}2$ between-subject design. The empirical results showed that a gain-framed ad induced more positive emotional responses than a loss-framed ad, and the positive affective responses lead to more favorable brand evaluation. Furthermore, the results showed that there were interactive effects of primed identity and types of advertisement frame on brand evaluation. In the additional analysis, the results showed that when people with local identity were exposed to the gain-framed ad, they would engage in a higher level of integration processing than those in the control group, which in turn induced more favorable evaluation to the local brand. That is, the integration processing mode played a mediating role between the interaction (local id priming ${\times}$ ad frame) and the local brand evaluation. However, in the case of global brand evaluation, the integration processing mode did not play such a mediating role.

• Journal of Fashion Business
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• v.11 no.3
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• pp.106-123
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• 2007

The purpose of this research is to study if the images that make-up advertisement tries to symbolize can be altered with changes only in the colors of make-up and without any changes in other factors and if colors can be tools of communication in image. Also, we studied the interaction between the partial changes of eyes and lips. The results are as follows. First, we studied if the images that make-up advertisement tries to symbolize can be altered with changes only in the colors of make-up and without any changes in other factors. The study revealed more or less differences, however, when we applied colors of each image on photos, people had higher recognition on that image more than other images. Therefore, we can conclude that the image can be changed merely with the change from colors of make-up. Second, we changed the make-up colors of lips and eyes separately and studied the interaction of the two. When natural colors and elegant color were applied, there was no interaction of color application between eyes and lips within 0.1 significance level. In the case of romantic colors, there was interaction of applying colors between lips and eyes within 0.1 significance level. When we applied gorgeous colors and modern colors, there was interaction of applying colors between lips and eyes within 0.1 significance level. Therefore, from the interaction of the two, it was recognized to be most gorgeous or most modern when gorgeous colors or modern colors were applied in both lips and eyes.