• 패션비즈니스
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• 제9권4호
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• pp.161-169
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• 2005

The purpose of this study was to examine effectiveness of congruence between brand image and advertisement model on fashion advertisement effect. 206 female college students were surveyed for this study. For this study, three hypothesis were set up as follows: First, if fashion brand image and advertisement model image are in congruence, consumers' product preference would be higher, compared to in disharmony. Second, if fashion brand image and advertisement model image are in congruence, consumers' advertisement attitudes would be higher, compared to in disharmony. Third, if fashion brand image and advertisement model image are in congruence, consumers' purchasing intention would be higher, compared to in disharmony. As the results, three all hypothesis were accepted. Based on these results, fashion marketing strategies regarding advertisement would be suggested.

• 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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• 제23권8호
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• pp.1119-1130
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• 1999

The purpose of this was to investigate the differences in recognition of brand and advertisement image according to the life style segments of adolescents. The subjects selected for the final analysis were 613 female high school students whoe were residents in Seoul Pusan and Taejeon. The statistics used for data analysis were factor analysis one-way ANOVA Duncan's multiple range test paired t-test frequency distribution and percentage by the SPSS program The results of this study were as follows : 1. The life style of adolescents wee classified into five groups : Sports Uninterest group Friend Preference/Fashion Uninterest group Sports Preference/Home Oriented group Fashion Interest group and Confidence group. 2, The brand image and advertisement image recognition didn's correspond in general 3. The brand image and advertisement image recognition were significantly different among five groups of life style. The Confidence group and Friend Preference/ Fashion Uninterest group recognized brand image and advertisement image lower than the other groups.

• 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.

• 만화애니메이션 연구
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• 통권11호
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• pp.179-193
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• 2007

현대 영상(映像)에서는 기존의 모더니즘의 틀로는 이해하기도 설명하기도 어려운 새로운 문화현상(文化現想)들이 나타나고 행해지고 있으며, 어떤 측면에서는 당연시되고 있는 실정이다. 이러한 현상은 문화, 예술분야 뿐만이 아닌 전 분야에 걸쳐 행해지는 오히려 시대정신(時代精神)으로까지 거론되고 있는 실정이다. 이 논문에서는 현대사회에서 당연시 사용되고 있는 포스트모던 영상광고들이 과연 모더니즘 영상광고와 어떤 관계가 있는지 알아보고, 포스트모던 영상광고의 특징 및 유용성을 살펴본 후 나아가 미래(未來)의 영상광고를 예견해 볼 수 있다.

• 대한가정학회지
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• 제46권5호
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• pp.1-8
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• 2008

The purpose of this study was to investigate advertisement effect of bus shelter, according to the congruency between advertising medium and the fashion brand image, and products. Four types of questionnaire are made through pretest. 273 female college students participated in the study. The results were as follows. First, high level of the congruency between advertising medium and the image of brands had effect on the advertisement effect. Second, there were not significant differences in the advertisement attitude and purchasing intention between clothing and cosmetics. However, clothing showed significant differences in the brand attitude than cosmetics did. Finally, interaction affects were not found in the congruency of image and product types. Based on these results, fashion advertisement strategies would be suggested.

• 복식문화연구
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• 제5권4호
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• pp.80-88
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• 1997

The purpose of this study was to identify the denotating of visual message and linguistic message in the advertisement of Jean-wear, and to identify the image type in the advertisement of Jean-wear. Content analysis was done using the advertisement of Jean-wear from several fashion magazines which were published from January, 1996 to August, 1997. The advertisement of Jean-wear reflects the reality using the photos, and is image appeal type, appeals to the model\`s lifestyle, the western value. And that mostly singles person was appeared in the advertisement means solitude in modern society.

• 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.

• 한국주거학회:학술대회논문집
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• 한국주거학회 2009년도 추계학술발표대회 논문집
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• pp.186-191
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• 2009

With the change of the housing market, construction company should diversify publicity activities. Especially, TV advertisement exerts a stronger influence on customers. So it's important to understand process materialized with company's strategic image. 1) First of all, it was found that clusters is the assignment of a set of similar character with cluster analysis 2) An attempt was made to draw a diagram to measure the objective distance between advertisement Image and remained brand image. It's possible to confirm which Idea of advertisement concept is effective and whether present strategy is collect or not.

• 디지털콘텐츠학회 논문지
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• 제18권1호
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• pp.71-77
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• 2017

가상광고는 컴퓨터 그래픽을 이용하여 스포츠영상과 같은 미디어제작영상에 제품의 이미지, 로고, 선전문구 등을 삽입하는 광고기법이다. 최근 영상처리 기술과 컴퓨터 성능의 상승으로 인해 스포츠영상에 가상광고를 삽입하기 위한 기술적인 요소가 충족되어 영상 내에 가상광고의 삽입이 활발하게 진행되고 있다. 또한 자동적인 가상광고 삽입을 위한 영상 처리 기술이 가상광고 영역에서 중요한 연구 분야로 자리 잡고 있다. 이에 본 논문에서는 스포츠 영상 내에서 자동적으로 가상광고를 삽입하기 위해 영상처리 기법과 기계학습을 활용하여 저정보 영역을 추출하는 방법을 제안한다. 제안 방법은 영상의 밝기 정도를 히스토그램을 통해 분석하고 기계학습 방법을 활용하여 저정보 영역을 추출한다.