• 한국의류산업학회지
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• 제6권5호
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• pp.575-584
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• 2004

The purpose of this study was to investigate the differences in recognition of brand and advertisement image according to the advertisement expression forms of domestic make-up cosmetics. This study was conducted by means of a questionnaire survey of female which age from twenties to the thirties. The statistics used for data analysis were frequency distribution, Percentage, mean, factor analysis, and paired t-test by the SPSS program. The results of this study were as follows. The brand and advertisement image of domestic Make-up cosmetics were classified into seven factors. : Of good quality, high-toned, modern, chic, unique, familiar, stimulative brand and advertisement image. The brand image and advertisement image recognition didn't correspond in general except HERCYNA and ETUDE.

• 한국의류학회지
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• 제30권4호
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• pp.531-541
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• 2006

The purpose of this study is to examine the semantic structure about the image shown on the product, brand and advertisement and figuring out its features through the correlation among brand images. For the study, nine brands(Guess, Bangbang, ONG, NIX, TBJ, Levi's, OPT, FRJ, Jambangee) as subjects for investigation has been selected and divided into the image of brand(9 brands), product(108 products, 12 pieces for each product) and advertisement(9 points) by the measure of 26 adjective pairs. The survey has been collected on the subject of 540 men and women who live in around Busan city areas and has been taken the statistics. The results on investigating the semantic structures of the product images about jean brands, there are five main factors, such as, individuality, attractiveness, activeness, modernity, hardness & softness. The results on examining the semantic structures of the brand images about jean brands, the factors are attractiveness, activeness, vitality, hardness & softness, fadness. The results on investigating the semantic structure of the advertisement images about jean brands, the factors are attractiveness, individuality, modernity, activeness. The results on the classification of brand images are presented as four groups, the first group is that brand and advertisement image are pretty similar but product image is differential according to brand and the second group, product and advertisement image are similar but brand image is differential. The third group is that product and brand image are similar but advertisement is differential and the fourth group, product, brand and advertisement are similar.

• 복식
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• 제63권4호
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• pp.143-157
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• 2013

Fashion products are goods purchased based on cultural and psychological values derived from a brand image as well as on the physical value of the product itself. Management of brand image has been one of the most important marketing strategies in the fashion industry. In this research, three best-selling young casual brands were tested with 200 male and female subjects to compare brand image, logo image, and advertisement image. The objective of the research were as follows: 1) to explore the effect of advertisement on the purchase of young casual wear and brand image management status through advertisements of domestic brands, and 2) to investigate differences in consumer perception on brand logo image and advertisement image. The results showed that most of young casual brands are depending much on star marketing rather than developing differentiated brand image through advertisements as indicated in brand image management status. Failure in development of differentiated and consistent brand image is a barrier to the long-term and continuous advancement of young casual brands. Therefore, more efforts should be made for the reinforcement of brand image for the consistent growth of domestic young casual brands.

• 복식문화연구
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• 제14권2호
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• pp.234-246
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• 2006

As social recognition about men changes and men's concern about appearance increases, so in the social phenomenon of men's toiletries' diversification, ramification and specialization, the aim of this study is to analyze meaning of men's toiletries centered on men's toiletries advertisement published on men's fashion magazines which can be said to speak for men's culture. After collecting of 209 kinds of men's toiletries advertisements published in 'Esquire' and based on contents analysis results divided into domestic & foreign toiletries and perfumery, the symbolic analysis result with selection of representative advertisement in each field separately is that there are more cases of giving salience to a product through image expression rather than emphasizing product's function only, and the emphasis of image only achieves eminence in case of perfumery. At the comparison of domestic with foreign toiletries, in case of domestic toiletries, there are more cases of expressing meaning of toiletries through model image or backgrounds, while in case of foreign toiletries, there are more cases of expressing of function or effect of product through general image itself.

• 복식문화연구
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• 제19권1호
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• pp.150-162
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• 2011

Personal health and environment is being aimed recently to show increase in preferences of eco-friendly cosmetics with longing of clean nature, and environment on pure plant ingredients. This study has the purpose of inquiring components and types of magazine advertisement in eco-friendly cosmetics and to analyze the model characteristics. The standards of analysis were classified as product, face, background, article, arrangement of colors, image, and eco-friendly factors. The results of this study are as follow. First, in inquiring the general characteristics of the magazine advertisement in eco-friendly cosmetics, the results were shown as the order of attention on product, face, background, article, arrangement of colors, image and eco-friendly factors. Second, in inquiring the components and types of magazine advertisement in eco-friendly cosmetics, the results showed an attentive difference in product, face, background, article, arrangement of colors and eco-friendly factors. Third, in inquiring relationships of model characteristics between domestic and foreign eco-friendly cosmetics, the results showed lots of domestic cosmetics advertising direct advertising, product type emerged was a lot of character type emerged. International cosmetics advertising, indirect advertising and highlighting the many articles that appeared prominently type is characterized.

• 한국주거학회:학술대회논문집
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• 한국주거학회 2009년 춘계학술발표대회 논문집
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• pp.361-364
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• 2009

In recent, the marketing competitions that stimulates the emotions of consumers are intensifying in the domestic construction industry due to the increase of unsold new apartments. However, there is a need for brand identity establishment through which more differentiated information can be delivered to the consumers, as each brand is focusing only on idealistic image advertisements of dream, future and happiness. Accordingly in this study, the top five brand apartments according to the national brand value evaluation index (BSTI, BrandStock Top Index) were selected and analyzed their TV advertisement characteristics, and its purpose is in evaluating the brand images perceived by the consumers of their TV advertisements. The significance of the results from this study is in presenting the basic information for establishing effective communication between the corporations and consumers. The survey research of this study was conducted for the students of D University, and SPSS 14.0 program was used for the statistical data analysis.

• 한국복식학회:학술대회논문집
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• 한국복식학회 2004년도 International Costume Conference in Association with ICOM 2004 SEOUL
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• pp.90-91
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• 2004

• International Journal of Contents
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• 제16권4호
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• pp.84-97
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• 2020

Since national image video advertisements are a means of public relations with wide delivery and major repercussions at home and abroad, this study performs a comparative analysis of video advertisements aired by previous governments as reported by Daejung Kim, Moohyun Roh, Myungbak Lee, and Geunhye Park. The characteristics of the previous governments, whether or not social trends were reflected, and the importance of traditional and modern elements were examined. As we describe, there are clear differences in video advertisements by government regime, and while messages expressing traditional values of Eastern culture have gradually decreased, reflecting the trends of the times, the messages emphasizing the modern values of the West have gradually increased. Our research confirmed that traditional elements such as 'Samulnori' and 'Taekwondo' are gradually disappearing. In addition, it was confirmed that the collective values, traditional values, and humanism represented by the 'large crowd' and 'traditional elements' in the Kim Dae-jung and Roh Moo-hyun administration changed in the Lee Myung-bak and Park Geun-hye administrations to more individualistic, materialistic, Western values. This study is meaningful in that it analyzed the components and characteristics of national image advertisements by governments in the past, how social trends were reflected, and the weight difference between traditional and modern elements. Based on this research, the significance of the current Moon Jae-in government's groundwork for follow-up research should not be understated.

• 한국인쇄학회지
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• 제31권1호
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• pp.15-37
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• 2013

Split digital printing into interior and outdoors on present advertisement. When is printing machine for interior mainly, use ink of water-based type. Equipment of this type embodies high resolution, but ink special quality light stability is weak. Also, when is printing machine for outdoors, printing machines of solvent or UV type are used because of water resistance and light stability. This printing machines hard to embody ink special quality high resolution mainly. And because outside is far visibility range, is uncommon in case high resolution requires embodiment. Therefore, high resolution of inside is water-based type considering this item and outside printing machine of low resolution solvent type mainly announce. Also, divide into eco-friendly latex ink type that is announced to water-based, solvent, UV according to ink type and the latest market using in occasion of digital printing machine used as advertisement industry. Color management that is been consistent of original image has a lot of difficulties by using substrate that is also various to digital printing machine for such various advertisement. But, consumers is rising realization about color or desire about quality improvement of color gradually in interior outside advertisement market. So, require solution method. Therefore, in this paper, eco-friendly ink use applied device calibration through linearization in done latex digital printing machine to basis. And studied right color management plan of digital printing for interior outside advertisement through three steps such as G7 calibration application and ICC profile application.

• 한국콘텐츠학회:학술대회논문집
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• 한국콘텐츠학회 2004년도 추계 종합학술대회 논문집
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• pp.101-109
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• 2004

오늘날 디지털 기술의 발달로 인터넷이 대중화되었고, 인테넷 이용자가 증가함에 따라 인터넷을 이용한 광고가 증가하고 있다. 특히 인터넷을 이용한 광고는 시간에 관계없이 고객과 기업이 쌍방향(interactive) 커뮤니케이션이 가능하여, 제품의 특성이나 회사에 대한 이미지를 고객에게 능동적이고 효과적으로 제공할 수 있다는 특징을 가지고 있다. 이렇게 인터넷 광고는 시간에 상관없이 불특정 다수 인터넷 접속자에게 시선을 끌 수 있다는 주목도(Attention)와 쌍방향 커뮤니케이션이 가능하다는 매력(Charming)이 있어서, 인터넷 이용자가 보다 더 손쉽게 참여(Easy to Participation)를 할 수 있다. 현재 인터넷 광고의 주를 이루는 베너광고나 그 외의 광고는 인터넷 유저와 상호작용이 활발하지 못하다. 게임의 가장 중요한 요소가 상호작용이라는 점을 인터넷 광고에 이용한다면 더욱 효율적인 광고가 될 수 있다. 이러한 점에 착안하여 본 연구자는 인터넷 광고의 특성과 게임의 상호작용성을 토대로 하여 게임 성향의 인터넷 광고의 실제 디자인 프로세스 사례를 제시하고자 한다.