• The Journal of the Acoustical Society of Korea
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• v.23 no.3E
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• pp.91-97
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• 2004

In this paper, we propose a classification system of TV program scenes based on audio information. The system classifies the video scene into six categories of commercials, basketball games, football games, news reports, weather forecasts and music videos. Two type of audio feature set are extracted from each audio frame-timbral features and coefficient domain features which result in 58-dimensional feature vector. In order to reduce the computational complexity of the system, 58-dimensional feature set is further optimized to yield l0-dimensional features through Sequential Forward Selection (SFS) method. This down-sized feature set is finally used to train and classify the given TV program scenes using κ -NN, Gaussian pattern matching algorithm. The classification result of 91.6% reported here shows the promising performance of the video scene classification based on the audio information. Finally, the system stability problem corresponding to different query length is investigated.

• Journal of Global Scholars of Marketing Science
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• v.18 no.3
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• pp.89-114
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• 2008

Most of the extant studies on communication effects have been devoted to the typical issue, "what types of communication activities are more effective for brand awareness or brand attitudes?" However, little research has addressed another question on communication decisions, "what makes communication activities less effective?" Our study focuses on factors negatively influenced on the efficiency of communication activities, especially of Advertising. Some studies have introduced concepts closely related to our topic such as consumer confusion, brand confusion, or belief confusion. Studies on product belief confusion have found some factors misleading consumers to misunderstand the physical features of products. Studies on brand confusion have uncovered factors making consumers confused on brand names. Studies on advertising confusion have tested the effects of ad models' employed by many other firms for different products on communication efficiency. We address a new concept, Ad noises, which are any factors interfering with consumers exposed to a particular advertisement in understanding messages provided by advertisements. The objective of this study is to understand the effects of ad noises caused by ad models on brand awareness and brand attitude. There are many different types of AD noises. Particularly, we study the effects of AD noises generated from ad model selection decision. Many companies want to employ celebrities as AD models while the number of celebrities who command a high degree of public and media attention are limited. Inevitably, several firms have been adopting the same celebrities as their AD models for different products. If the same AD model is adopted for TV commercials for different products, consumers exposed to those TV commercials are likely to fail to be aware of the target brand due to interference of TV commercials, for other products, employing the same AD model. This is an ad noise caused by employing ad models who have been exposed to consumers in other advertisements, which is the first type of ad noises studied in this research. Another type of AD noises is related to the decision of AD model replacement for the same product advertising. Firms sometimes launch another TV commercial for the same products. Some firms employ the same AD model for the new TV commercial for the same product and other firms employ new AD models for the new TV commercials for the same product. The typical problem with the replacement of AD models is the possibility of interfering with consumers in understanding messages of the TV commercial due to the dissimilarity of the old and new AD models. We studied the effects of these two types of ad noises, which are the typical factors influencing on the effect of communication: (1) ad noises caused by employing ad models who have been exposed to consumers in other advertisements and (2) ad noises caused by changing ad models with different images for same products. First, we measure the negative influence of AD noises on brand awareness and attitudes, in order to provide the importance of studying AD noises. Furthermore, our study unveiled the mediating conditions(variables) which can increase or decrease the effects of ad noises on brand awareness and attitudes. We study the effects of three mediating variables for ad noises caused by employing ad models who have been exposed to consumers in other advertisements: (1) the fit between product image and AD model image, (2) similarity between AD model images in multiple TV commercials employing the same AD model, and (3) similarity between products of which TV commercial employed the same AD model. We analyze the effects of another three mediating variables for ad noises caused by changing ad models with different images for same products: (1) the fit of old and new AD models for the same product, (2) similarity between AD model images in old and new TV commercials for the same product, and (3) concept similarity between old and new TV commercials for the same product. We summarized the empirical results from a field survey as follows. The employment of ad models who have been used in advertisements for other products has negative effects on both brand awareness and attitudes. our empirical study shows that it is possible to reduce the negative effects of ad models used for other products by choosing ad models whose images are relevant to the images of target products for the advertisement, by requiring ad models of images which are different from those of ad models in other advertisements, or by choosing ad models who have been shown in advertisements for other products which are not similar to the target product. The change of ad models for the same product advertisement can positively influence on brand awareness but positively on brand attitudes. Furthermore, the effects of ad model change can be weakened or strengthened depending on the relevancy of new ad models, the similarity of previous and current ad models, and the consistency of the previous and current ad messages.

• Archives of design research
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• v.17 no.4
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• pp.259-268
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• 2004

Today is so-called brand war age. Brand equity has been a critical factor to evaluate the business value according to changes of competitive situation and consumer's choices under the 21 century market situation. Brand advertisement with character on TV commercial has long been common and effective ways for many years as useful methods of brand differentiation in the consumer mind. In this thesis, character's roles and possibilities are researched to enhance a brand awareness in marketing, and also the interrelation between the patterns of character and the involvement on TV commercials over several categories are analyzed through the grid model of FCB that is a advertising agency in U.S.A. The attitude of Character usage and technique are also examined by analyzing the materials and the expressive methods of characters in each category.

• The Journal of Information Systems
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• v.25 no.2
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• pp.153-171
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• 2016

Purpose This study suggests the development of forecasting model for local cable TV advertisement. In order to verify the expected effect of the suggestion, using the causal loop map of System Dynamics, the factors affecting the prospects of cable TV commercial market were divided into 5 groups. Then targeting 97 people involved in the cable TV commercial market in Busan, Ulsan, and Gyeongnam, a survey was conducted on their perception of the current status of local advertisement market and future prospect. Design/methodology/approach The analysis of the collected data shows that workers in advertising and advertisers perceive the influence of cable TV as an advertising media to be high, while clearly understanding the problems of cable TV commercial market. Based on this the effects on the prospects of cable TV commercial market were analyzed and a forecasting method called Weighted Moving Average was applied. In order to improve accuracy of the added value of Weighted Moving Average, the 5 factors were divided into qualitative factors and quantitative factors, and using Multi-attribute Decision Making method, all the factors were normalized and weighting factors were deduced. The result of simulating the prospects of cable TV commercial market using Weighted Moving Average, both qualitative and quantitative factors showed downward turn in the market prospect for the following 10 years. Findings The result reflects generally negative perception of advertisement viewers about the prospects of cable TV commercial market. Compared to the previous studies on domestic cable TV commercials that focused on policy suggestions and surveys on perception of current status, this study has its significance in that it used scientific method and simulation for verification.

• Convergence Security Journal
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• v.19 no.4
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• pp.189-195
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• 2019

PPL advertising is growing due to the cheaper cost than other TV commercials, the familiar image construction from natural exposure in video, and the overseas marketing effects from programs export. However, it is difficult to provide additional information on PPL advertising targets in addition to short video exposure due to the restriction that they should be exposed without antagonizing viewers. This study designed a data service that supports PPL advertising, which provides additional information for PPL advertising targets. Specifically, the user scenario and user interface of the data service were designed considering the characteristics of the TV platform, the key additional information was defined by distinguishing the typical types of PPL advertisement, and the information on when PPL advertising targets should be exposed in the program was devised. We also developed a DVB-SI based method to provide the supplementary information to the data service.

• Archives of design research
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• v.11 no.1
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• pp.89-98
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• 1998

Advertising is persuasion activity, carrying concept to the aimed target through non-personal media. This study concerns on the very concept. Its meaning, their relations and strategic ' position in advertising. This study tried to clarify concept of concepts used as various meanings and set up making-concept method. Accordingly, this study begins with surveys of product concept, advertising concept and creative concept. And then tried to clarify their relations and strategic position in advertising, On the ground of the above achievements, this study set up the effective making-concept rules through TV commercials case study.

• Journal of Multimedia Information System
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• v.4 no.4
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• pp.301-306
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• 2017

This study is intended to analyze colors felt in TV commercials among video contents, to provide basic resources of color plan that can be applied to production of contents and to help acceptors to change their mood and to lower depression levels. Many studies have revealed the obvious correlation between depression and suicide, so the World Health Organization(WHO) recommends the importance of media by recognizing public that depression is a serious risk factor that leads to suicides and by asserting the necessity of establishing social environment for active treatment. Contents production companies have social and cultural responsibility to convey correct information and to make acceptors have positive emotions. If the result of colors that emotionally healthy people feel through this study is used for production of video contents, it will be helpful to lower the depression scale and to prevent and treat depression by providing visual comfort. In addition, it is expected to be used as an important basic resource for not only production of video contents but also color plan of industrial fields.

• Korean Journal of Human Ecology
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• v.8 no.2
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• pp.399-417
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• 1999

Viewers have always switched channels and they have selected by turning away from the TV and returning to the set when the content seemed more amusing. Also, people usually watch television with their family members and thus the experience of viewing is embedded uniquely in ongoing processes of family interaction. In other words, people develop patterns and habits through the act of viewing together. As viewing with family members is the most frequent mode of media exposure, the context of family viewing needs to be thoroughly examined if we are to understand the family's use of television. The purpose of this paper is to investigate the dynamic nature of television viewing behavior. With the people meter's second-by-second viewing information, first we analyze who, when, and why viewers change channels. The ensuing reduction of advertising impact due to zapping will be investigated as well. Then the focus will be shifted to the dynamic interaction of coviewing among family members. In order to further explore the in-depth nature of television viewing, actual viewing information should be cross-analyzed with respect to both demographic and psychographic variables. In this study we surveyed individual characteristics such as television watching patterns, program type preference, attitude toward commercials, channel control intensity, and personalities. We have demonstrated that the results of an meticulus analysis of survey data provide valuable insights into the dynamics of television viewing among family members.

• Archives of design research
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• v.20 no.1 s.69
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• pp.121-132
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• 2007

A change of social environment based on digital information technology has decreased the disparity of regional cultures by exchanging & consuming contemporary information & culture freely. After 1995, when local autonomous entity system was established, the local autonomous bodies competed with one another in developing the regional society with its' own resources, human powers & cultures, independently of the central government. In the competitive system, a local government is getting itself distinguished from each other in the cultural & regional properties, and brands the region with its unique events, public relations(PR) & development strategies. The environment for advertisement has changed rapidly under the spontaneous system of regional brand and competition, which means the changes of creative standard in the field of advertisement. An in-depth advertising creativity with induced impression & trust is one of the most important aspects of the advertisement to become persuasive to the public effectively. This demand has had public advertisements changed rapidly and the change of regional system's advertisements has started already. This study focuses on analyzing the status of Local Government's commercials on TV, and presenting an effective method for improving it.

• The Journal of the Korea Contents Association
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• v.19 no.3
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• pp.61-71
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• 2019

Due to the limit of the time length of advertisement, facial expressions among the types of nonverbal communication are much more expressive and convincing to appeal to costumers. The purpose of this paper is not only to investigate how facial expressions are portrayed but also to examine how facial expressions convey emotion in TV advertisements. Research subjects are TV advertisements of and which had the wide range of popularity for customer known as one of the most touching commercials. The research method is Facial Action Coding System based on the theoretical perspective of a discrete emotions and designed to measure specific facial muscle movements. This research is to analyse the implications of facial expressions in the both TV ads by using FACS based on Psychology as well as anatomy. From the all the result of this, it is shown that the facial expressions portrayed with the conflict of emotional states and the dramatic emotional relief of the heroin could move more customers' emotions.