• Korean Journal of Child Studies
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• v.22 no.3
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• pp.137-150
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• 2001

In this cross-national analysis of commercials for young children, 58 commercials were from KBS 2 in S. Korea, 51 from Nickelodeon, USA, and 69 from CTV, Taiwan, totaling 178 commercials. Differences between countries were that foods and beverages were mainly advertised in S. Korean and Taiwanese while a full range of items were evenly displayed in American commercials, and American commercials used more ordinary people in casting. Fantastic and realistic atmospheres were typical of S. Korean, realistic and explanatory of American, and explanatory of Taiwanese commercials. The commercials rarely showed an aesthetic sense or creative thinking, and the use of abusive language and aggression was ubiquitous, while some deviant behavior was also portrayed. The commercials often failed to provide useful information, and they stimulated customers to have unrealistic expectations.

• Journal of the Korean Society of Clothing and Textiles
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• v.21 no.5
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• pp.880-888
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• 1997

This study was intended to analyze the perception of consumers towards TV commercials of women's clothes and variables influencing the effectiveness of the commercials. The sample consisted of 408 female students attending Ehwa Woman's university and the survey was conducted after the TV commercials were shown to the sample. Frequency, percentage, F-test, logistic regression were used for analysis. Conclusions of the study are as follows, 1. TV commercials were grouped into three image categories, Individuality, Nobility, and Activity. The commercials of the formal clothes were perceived based on nobility factor while the commercials of the casual clothes were perceived based on individuality factor by subjects. 2. Commercial image and the brand image appeared similar in three image factors. And TV commercials were more effective when two images were perceived similar. 3. The expenditures on TV commercial influenced the awareness of commercials, therefore frequent commercial drew more awareness. 4. The models on the commercials were more effective when the image of the commercials and the image of the models were perceived similar by subjects.

• Culinary science and hospitality research
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• v.12 no.3 s.30
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• pp.164-185
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• 2006

This is a study on preference and memory of TV commercials for food service products and on the processes of relevant attitudes and purchasing activities. The results of this study showed that the higher preference for commercials, the higher rate of memory and that a business with high preference for commercials had all of six variables in the process of purchasing behaviors at the high mean. In conclusion, a food service provider should consider preference to make efficient commercials for consumers in implementing commercials; such preference for commercials may be favorable for attitudes toward brand and commercials as well as for the future memory of the commercials, which have immediate effects on the future purchasing behaviors.

• Archives of design research
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• v.14 no.2
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• pp.127-136
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• 2001

The aim of this study is to examine and compare Koreans and Japanese creativities in advertising. It was to analyze empirically their creativities appreciated in 200 TV commercials broadcasted between 1992 and 1998. The content analysis, was a useful process, provided very important clues for comparative analysis. Many difference were found in the examined TV commercials in Korea and Japan. It showed major difference in ways in which the level of noise, the using of cuts, social space, camera work, etc. except preference of jingle, colors, elements of tradition. The most distinctive difference is that the Japanese TV commercials deal with atmosphere than the Korean commercials. This result may help to explain a common social phenomenon of not losing the original culture in each society, as a result of "international acculturation" and the subsequent "indigenization by adaptive change"

• Journal of Korean Library and Information Science Society
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• v.39 no.2
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• pp.125-146
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• 2008

At this point in time, advertisements data providers have no standard way of organizing advertisements, which has been causing confusion in information-sharing and data research. The purpose of this study is to design of metadata element for TV commercials by analyzing the characteristic features of TV commercials. First, it is to analyze characteristics, production process, composing elements of TV commercials through the literature review. Second, it is to analyze the characteristics of metadata elements on TV-Anytime and PB Core. Third, the 7 cases of advertisements data service providers are analyzed to extract the relevant data elements for TV commercial metadata. Forth, a Dublin Core was selected as basic metadata schema for TV commercial. Basic element is set as nineteen elements including , , , and . Sub-element is set as twenty seven elements. Finally, it is hoped that further studies of greater depth and specificity on organization and management of advertisements data may be undertaken.

• Korean Journal of Human Ecology
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• v.19 no.2
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• pp.343-359
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• 2010

The purpose of this study is to analyze college students' TV advertising information recognition, comprehension and affecting factors on them. Data were collected by a survey of college student consumers after experiments with TV commercials. ANOVA, Duncan, and stepwise multiple regression analysis were carried out with the gathered data. The results are as follows. First, the TV advertising information comprehension degree of the college students consumers were shown to be low, by 41.2%. The comprehension degree was especially low when the information was presented visually without any verbal expression. Second, assuming that the comprehension of TV advertisements is defined by a correct perceptual understanding after recognizing the consumer-deception factors, the percentage of correct answers was poor, by 29.2%. Third, according to sex, average monthly income, degree of immersion on TV commercials, advertisement attitude, and consumer education of school, the TV advertisement information recognition and comprehension showed varying degrees between the groups. In the case of women students whose average monthly income was 100 to 300 thousand Korean won, had a high degree of immersion on TV commercials, and a high degree of consumer education at school, the TV advertising information recognition was shown to be high. In the case of third year college students who had a medium level of immersion on TV commercials and a high degree of consumer education at school, the TV advertisement comprehension was high. Fourth, the high explanatory factor of TV advertising information recognition and comprehension was found to be common because of consumer education at school.

• Journal of Korea Entertainment Industry Association
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• v.15 no.2
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• pp.59-81
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• 2021

This study examines representations of children and youths in TV commercials both quantitatively (May 2019-April 2020) and qualitatively (thirteen relevant cases). The study's case analyses explore the representation of the 'sexual objectification' of girls, the 'sexual spectacle' of female adolescents, representations that reinforce stereotypes of femininity/masculinity, and the objectification of girls to elicit sympathy for the purposes of raising donations. This study reveals that TV commercials and existing advertisements adhere to representations of established gender roles. This dichotomous representation of gender is problematic since it functions as the starting point of various sexual crimes and gender inequality. For example, most of the victims of the sexual exploitation incident called 'Room Number, N', which shocked Korean society, were female adolescents. These adolescents were seen as men's sexual objects because of this kind of dichotomous thinking. TV commercials are part of the binary representation of deep-rooted stereotypes regarding femininity and masculinity. This study problematizes this representation in order to surpass its limitations. Moreover, an alternative mode of thinking is suggested through the theory of Deleuze and Guattari.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.1 s.160
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• pp.11-20
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• 2007

The purpose of this study is to analyze the various signs seen on TV commercials for school uniforms since year 2000, thus uncovering the connotative meanings in them. For this study, the semiotic approach has been used. The signs seen on the TV commercials are separated into linguistic and visual signs. They are found to have symbolic connotations. The results are as follows: First, there are plenty of signs expressing the sense of belonging to the student group and sense of conformity to his or her peer group. They are intended to garner their collective identity in the peer group of teenagers. Second, the TV commercials express the self that is realizing one's value dynamically. The frequent designation of 'I', 'me' and 'myself' represents that I am at the center of the world. Furthermore, the suggestion of diverse student roles beyond mere academic pursuits symbolically shows the ideal self that most teenagers wish to have. Third, the TV commercials implied a commercial ideology. That is expressed in the emphasis on aesthetic value that teenagers can realize their self only by consuming expensive school uniform brands. Forth, there are many signs related to appearance and appearance care. They are expressed with very specific signs such as 3 : 7 proportion, long legs, small face, and so on. Repeating or emphasizing the importance of looks and a certain brand name as the tool to accomplish better looks indicates that it contains the ideology of appearance management.

• The Journal of the Korea Contents Association
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• v.11 no.5
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• pp.185-193
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• 2011

Companies, to establish a proper brand image of it, and to appeal to consumers effectively, mobilize advertisement and other publicity means through various communication media. In terms of access rates and degrees of interest of viewers among broadcast media, television is higher than other important media such as radio, newspaper, magazine, and DMB, etc. Since consumers get access to much commercials on television, television commercial activities of companies ultimately have effect on their brand images. Thus, this study, focusing on the screen image expression types among all the expression types of television commercials, examined what brand images consumers favor, and sought to know what characteristics in television commercials in Korea works as important factors in the formation of brand images.

• Cross-Cultural Studies
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• v.21
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• pp.113-138
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• 2010

This writing verifies ideology producing unethical stratification or discrimination targeting on Grandeur's TV commercial after 2008. And attempts to point out the utopia desired by those commercials reproduces distorted ideology at Korean society. To achieve this, the analysis model was postulated utilizing narratology and semiotics system in application of methodology. The result of discussion, is that the 2008 'Grandeur New Luxury' commercial can have utilized the inflected patriotism and sexual fantasies as the core strategy of storytelling. The fact trebly othering women's body from the point of view of gender ethics can be pointed out as the biggest problem in this commercial. 2009 'Grandeur New Luxury' frankly stimulates costumer's desire of stratum rise and possessiveness, circulating the logic 'owning a vehicle' is a proof of their existence. Also considering the meaning woman narration takes up in corresponding commercial, criticism utilizing feminine signifier as a tool to reinforce male success legend was available. Finally 2010 'The Luxury Grandeur' commercial was able to make a judgement using the mechanism of present consumption culture cleverly which Baudrilliard and Althusser has critically recognized. Because commercial images precisely utilizes the mistake called the 'phantasme-$m{\acute{e}}connaissance$' or the 'reconnaissance-$m{\acute{e}}connaissance$' that consumers easily make. Reminding TV commercials exerts control power against unspecified many sitting in front of the TV, continuous studies with same interest are needed in the future. This writing will be able to have a meaning as attempting narratological methodology for analyzing the storytelling of car TV commercials. But systemizing the criticism about the commercial as a single narrative with going through theoretical supplementation is being respected in the future.