• 대한가정학회지
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• 제30권3호
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• pp.33-43
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• 1992

The objective of this study were to (1) investigate the relationship between evaluations of apparel advertising, fashion involvement, and social attitudes, (2) examine how evaluation of apparel advertising, fashion involvement, and social attitudes vary according to gender, and (3) investigate the possible differences in purchase attitudes toward the advertised apparels according to gender and advertisement slogan. Questionnaire for evaluations of apparel advertising was comprised of four sections; apparel advertising acceptance, evaluation of advertisement slogan, purchase attitude toward the advertised apparels, and perception of effective media for apparel advertising. For evaluation of advertisement slogan, 5 sets of apparel advertisements were selected. Each set had two advertisements; one advertisement contained an image-oriented slogan, while the other had a quality-oriented slogan. "The Social Attitude Scale' by Kerlinger and 'Fashion Involvement Index' by Tigert, Ring & King were used. All the items were selected on the Cronbach's alpha reliability. The subjects were 217 college male and famale students in Seoul; 60 were asked about purchase attitude toward the image-oriented slogan, 60 purchase attitude toward the quality-oriented slogan, and 97 all the items included in evaluation of the two slogans. The data were analyzed using Pearson's correlation coefficient, X2-test, t-test, two-way ANOVA, and multiple regression analysis. The results of the study were the followings. 1. Fashion involvement had positive relationship with apparel advertising acceptance. The higher the level of conservative attitude males had, the more positive attitude they had in fashion involvement and apparel advertising acceptance. Subjects high in conservative attitude, fashion involvement, and apparel advertising acceptance. Subjects high in conservative attitude, fashion involvement, and apparel advertising acceptance had more positive in purchase of the advertised apparels. 2. Females high in apparel advertising acceptance were more favorable toward image-oriented advertisements. 3. Fashion involvement and apparel advertising acceptance were significantly higher in females than in males. Liberal attitude was significantly higher in males than in females. Evaluation of advertisement slogan did not differ according to gender. 4. Males perceived 'TV' was the most effective media for apparel advertising while females perceived 'display' was the most effective. 5. No significant interactions between advertisement slogan and gender were found in purchase attitude of the advertising apparels. 6. Apparel advertising acceptance was influenced by fashion involvement, social attitude, and sex. The explanatory power of the three variables was 17%.

• 패션비즈니스
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• 제18권5호
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• pp.15-24
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• 2014

The aim of this study is to examine the patterns of expressing contemporary beauty from the perspective of Laotzu's philosophy in order to suggest its concept and characteristics and to suggest specific cases through cosmetics advertisement. In doing so, the study attempted to understand that contemporary beauty is more humanistic and liberal in terms of expression patterns than in any other time period. The research results are as below. The frame concept of Laotzu's philosophy includes 1. Naturalness, 2. coexistence in Conflict, and 3. Non-otherness. The characteristics of contemporary beauty are natural and healthy, People can foresee changing beauty by the cycle of life and, by admitting this philosophy, people can understand one's individuality and discover self-esteemed beauty. Also, the results from the cases of cosmetics advertisement are as below: 1. Naturalness was remarkable. Such phenomenon was common in representative brands of the research subjects. Expression pattern was based on soft, natural make-up and hair style. 2. For conflict and coexistence, they introduced the ancient image of the situation, and the situational image using food and herbs demonstrated a functional, situational image, which was used for the cosmetics advertisement based on the mutual coexistence concept instead of dichotomy of period or material. 3. Non-otherness advertisement, of which there was none, we expected that maximized marketing effect would be achieved if non-otherness cosmetics advertisement expressed the contemporary beauty because it could solicit sympathy form many consumers.

• 복식문화연구
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• 제17권5호
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• pp.780-790
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• 2009

The study analyzed the characteristic of school uniform, focusing on Ewha Woman's University of Seoul, reflected present trend as well as characteristic and symbol of school and developed uniform design for advertising Ewha Woman's University. The purpose of this study is to propose uniform that can be discriminated from that of other university and increase advertisement effect with mental superiority and pride in university by trying uniform design development, which can provide school and student with satisfaction, and reflecting present trend as well as characteristic and symbol of school. The study is meaningful because it can be basic materials for various uniform designs, connecting function, symbol and trend to uniform development. The uniform for school advertisement was manufactured in a way to reflect characteristic and image of school, escape from fixed idea preferring traditional design in the past and reflect trend. It is expected that the uniform created with symbolic image of school will give high advertisement effect and improve school image by providing student with sense of coherence and discriminated feeling in various events and the meeting with other school students. Moreover, the student wearing the uniform with splendid design will feel mental superiority and have pride in school at the same time. In conclusion, the uniform reflecting trend is proper for the uniform of advertisement helper representing school as long as it can reflect characteristic and image of school. It will be also helpful for developing wider design and more splendid uniform because the study can create the motive to apply trend to other uniform that does not adopt trend.

• 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.

• 방송공학회논문지
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• 제22권3호
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• pp.339-349
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• 2017

본 논문에서는 비디오 클립에 있는 간판 영상을 다른 간판 영상으로 자연스럽게 교체하는 기법과 이를 수행하기 위한 어플리케이션을 제안한다. 영상에 있는 간판영역을 교체하기 위해서는 이를 추적하고, 간판의 형태변화를 알아내야 한다. 또한 전방 물체에 의하여 가려짐이 발생 했을 때에는 간판 영역만 교체될 수 있도록 가려진 영역을 추출하고, 자연스러운 합성을 위해서 색 보정을 수행하였다. 제안하는 어플리케이션은 알고리즘에 필요한 정보를 사용자로부터 입력받고, 필요한 기능을 설명함으로써 알고리즘이 실질적으로 구현되고 테스트해 볼 수 있는 전체 프로세스를 공개한다. 이는 다양한 미디어 매체에 활용될 수 있는데, 흔히 볼 수 있는 간접 광고를 제거할 수 있는 수단으로도 사용될 수 있고, 광고하고 싶은 영상에 다른 광고 영상을 삽입하여 홍보하는 새로운 광고모델로도 활용될 수 있다.

• 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.

• 복식
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• 제55권7호
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• pp.101-113
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• 2005

The purpose of this research was to identify the perception maps of Imported make-up brands and advertising images by analyzing their ads in periodicals from 2004 S/S. A self-administered questionnaire included seven adjectives to describe the brand and advertising images of the imported make-up products. Data was analyzed by using the KYST, CORAN, and SPSS programs, the positioning through Multi-Dimensional Scaling. The results of the research were as follows: 1. The perception of the brand images of Chanel, Chiristian Dior, and Lancome was the highest. The advertising images of Clinique and Bourjois were the highest and that of Shiseido was the lowest. 2. The respondents perceived Christian Dior and Chanel to be similar in the brand image factors of good quality, sophistication and uniqueness. Christian Dior, Chanel, and Lancome were all perceived similarly in their degree of familiarity and level of stimulation.

• 한국게임학회 논문지
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• 제1권1호
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• pp.37-41
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• 2001

Ad(advertisement) is a gateway that makes the public recognize enterprises, and a tool that can maximize customers' interest. How this kind of Ad is delivered to consumers governs an enterprise's image or goods' reliability. That's why enterprises spend much money in advertising their products in various ways such as TV Ad, newspaper Ad, magazine Ad, placards and so on Accordingly, this study intends to look at Game Ad among a number of Ads, which enables game users to enjoy games at low expense and at the same time makes them naturally recognize enterprises images or product PR.

• 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

• 디자인학연구
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• 제20권1호
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• pp.219-228
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• 2007

인쇄 광고는 이미지 기호와 언어 기호로 구성된 상업적 정보전달 텍스트의 집합체이다. 이는 그림을 통한 시각적 자극과 글자를 통한 언어적 소구가 복합되어 정보를 전달하게 됨을 의미한다. 타이포그래피는 인쇄 광고에서 언어적 소구를 시각화하는 과정이다. 따라서 인쇄 광고에서 시각적 표현 요소로서 타이포그래피에 대한 연구는 중요하다. 한국 인쇄 광고의 타이포그래피 표현은 1990년대를 거치면서 2000년 이후 급속한 질적 성장을 이루었다. 이 연구에서는 2000년 이후의 한국 인쇄 광고 타이포그래피의 표현 경향을 표현 구조의 변화, 표현 규칙의 변화, 표현 방법의 변화 등으로 밝혀 내었고, 그 분류에 따라서 각각 3가지 방향으로 특징적 분석 기준을 도출하였다. 그리고 이에 따른 사례연구를 통해 인쇄 광고 타이포그래피 표현의 발전적 방향을 제시하고 있다.