• 한국의상디자인학회지
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• 제19권4호
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• pp.17-27
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• 2017

This study analyzes the trends of photo image components and forms of expression in global fashion advertising photos. First, photo image components are classified into seven categories: location (indoor-outdoor), the model's movement, pose, facial expression, gender, race and number of models. The forms of expression are classified into six categories: direct expression, sensual expression, symbolic expression, storytelling expression, dramatic expression, and sexual expression. With the aforementioned classifications, the trends were studied for three years from 2013 to 2015. The analysis result indicates the following: for the details of photo image components, the portion of indoor photos, static poses and conscious facial expressions was over 60% of the total for every season of the 3 years, while there was a slight increase in the number of models and the diversity of races. For the forms of expression, the sensual expression showed the largest portion accounting for over 50% of the total, followed by direct expression and storytelling expression. The findings from this study show that the trends of photo image components and forms of expression in global fashion advertisements are changing. Therefore, domestic companies will need to develop photo image components and forms of expression in line with the changing global fashion advertisement trends.

• 디자인융복합연구
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• 제15권2호
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• pp.53-69
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• 2016

본 연구는 사회·문화적 변화에 능동적으로 대처하는 장수브랜드인 박카스의 TV광고 내러티브를 분석하였다. 특히, 본 연구는 TV광고에서 박카스의 내러티브의 유형과 그에 따른 의미작용의 중요성에 천착하였다. 이러한 논의는 TV광고에서의 박카스 내용과 형식에 대한 흐름과 변화 그리고 그에 따른 스타일의 유형을 파악할 수 있다. 또한 TV 광고를 통해 박카스 브랜드 전략의 변천과정과 시대별 비주얼 내러티브의 특수성과 콘텐츠를 이해할 수 있다. 따라서 연구는 로만 야콥슨(Roman Jakobson)의 6가지 커뮤니케이션 기능모델에 근거하여, 박카스 브랜드의 TV광고 내러티브에 대한 메시지의 기능을 제시한다. 결론적으로, 박카스의 TV광고 내러티브를 통한 장수브랜드의 차별적 의미와 가치를 정리해 보면 다음과 같다. 첫째, 사회·문화적 상황과 밀접하게 연관된 소비자의 소구변화에 따른 내러티브를 구성한다. 둘째, 지속적인 브랜드의 이미지 관리와 누적효과에 따른 아이덴티티를 형성한다. 셋째, 사회·문화적 상황과 소비자 간의 함의적이며 유대적인 관계를 형성하여, 커뮤니케이션 메시지로서 기능한다.

• 한국디자인학회:학술대회논문집
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• 한국디자인학회 2004년도 춘계 학술발표대회 논문집
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• pp.196-197
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• 2004

• 복식
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• 제50권3호
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• pp.161-178
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• 2000

This study intended to provide the visual basic data of efficient fashion advertising for Missy Brands in the 21 th by investigating and analyzing the creative strategy related to expression of fashion advertisement. The Research methdologies were as follow. First, the change of domestic advertising industry, theoretical background of the creative strategy and the condition and problems in the domestic Missy market were studied through the relevant fashion advertisement and periodical publications. Second, the content analysis was done using the advertisement of Missy Brands in Fashion magazine, " ELLE" which were published from 1992 to 1998. (3/6/9/12). The results were summarized as follows: First, the ELLE's analysis results were to increase in number of the advertisements for the teenager Brand fro 1993 and for the I.B.(Imported Brand) or L.B(License Brand) from 1995. As a result of the analyses, we suppose that a number of advertisements are proportional related to the sales of Brands. Second, the re were significant differences between D.B. (Domestic Brand) and I.B(Imported Brand) or L.B.(License Brand ) in the change of creative strategy for Missy Brands advertisements. The creative strategy of D.B. ads was used more importantly in linsuistic message than in visual message. On the contrary, the creative strategy of I.B.(L.B) ads, attached importance to the visual message(photo). Third, the ads of TIME showed ads, effect to have relevance to sales. The creative strategy of TIME ads. appeals to consumer for consistent Brand image, at the same time reflects the distinctive Brand image from the other. This study was suggested the creative strategy change of TIME through the visual data base.data base.

• 한국융합학회논문지
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• 제11권10호
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• pp.207-212
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• 2020

본 연구는 소비자의 호기심을 자극하는 성적소구 광고 중에서 특히 주관적으로 해석하기 쉬운 소주광고 이미지를 AOI(area of interest) 3영역(얼굴, 몸매, 제품)으로 설정하여 심리 생리학적 지표 중 하나인 아이트래킹을 통해 검증하였다. 분석결과, 광고모델의 시각적 주의, 즉 관심도가 몸매보다는 얼굴에서 높게 나타났다. 남자가 여자보다 몸매에 관심도가 높을 거라는 예측과는 달리 남녀 모두 몸매보다는 얼굴에 관심도가 높은 것으로 나타났다. 또한, 제품에 대한 재인과 회상은 유의하지 않음을 도출하였다. 본 연구는 성적소구 광고에 대한 남녀 소비자들의 시선의 응시점과 응시시간 등의 시각적 주의의 패턴을 살펴보았다는 점에서 의의를 가지며 소주광고 이미지가 나아가야 할 표현방식과 나아가 적절한 마케팅 방향을 제시함으로써 소주광고 이미지에 긍정적인 영향을 가져다주길 기대한다.

• 디자인학연구
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• 제19권4호
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• pp.145-154
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• 2006

오늘날 브랜드아파트 광고는 유비쿼터스 도입으로 소비자 편리를 추구하는 하이테크 아파트의 이미지와 소비자의 웰빙 라이프를 강조하는 자연친화적 아파트의 이미지가 주류를 이루고 있다. 그러나 일부 브랜드를 제외하고는 광고이미지 표현에 있어서 차별성이 결여되어 있다고 보여진다. 이것은 광고의 궁극적 목적인 효과적인 커뮤니케이션의 제공에 대한 문제와도 관련이 있을 것이다. 따라서 본 연구는 브랜드아파트 광고의 효율적 커뮤니케이션 방안을 제시하기 위하여, 먼저 최근 브랜드 아파트 광고가 제시하고 있는 이미지들을 기호학적으로 해석하고, 이러한 이미지가 소비자에게 적절하게 전달되고 있는지를 검토하기 위하여 디자인 전문가 집단123명을 대상으로 브랜드 아파트 광고에 대한 이미지 조사를 실시하였다. 그 결과 광고 표현의 기호학적 해석에 있어서는 광고 컨셉과 광고 이미지가 기호학적으로 일치하고 있을 때 의미공유가 이루어지고 있으며, 이러한 의미공유로부터 광고주와 소비자 간의 성공적인 광고 커뮤니케이션 실현이 가능한 것으로 나타났다. 본 연구의 결과를 토대로, 광고 기획에 있어서 기호학의 도입은 효율적인 광고 커뮤니케이션의 제공을 위한 논리적인 판단 기준이 될 수 있음을 알 수 있었다.

• 대한가정학회지
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• 제48권9호
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• pp.27-40
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• 2010

This study attempts to identify the process in which how the Myth of family and gender image are reproduced and taken in by the recipients through semiotics analysis of three versions consisting of children, husband and housewife series of SK corporate's TV advertisements from the last half of year 2009 to the first half of year 2010. The analysis of the corporate advertisements shows that each advertisement binds and stereotypes concept of family and gender to Myth of family, especially case of female, and consequently, the result through text analysis is that corporate advertisements reproduce and restructure traditional Myth of family and role of gender. Going forward, Family study requires to realize importance of effect of mass media, especially of TV advertisement, to research diverse case studies and searching about it.

• 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.

• 대한가정학회지
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• 제41권11호
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• pp.35-48
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• 2003

The purpose of this study is to investigate ideal body image and clothing style through the analysis of models portrayed in fragrance advertisement that is the representative goods showing the fashion brand image. For this study, 120 perfume advertisements appeared in GQ and Vogue magazines issued in 2002 were selected. The models' characteristics portrayed in advertisement are categorized with role relationship, race, body exposure and clothing styles. The results are as follows. 1. Fragrance advertisements most commonly depict a single model portraying narcissism, and later then most common are advertisements both male and female model in a sexual relationship. 2. The analysis of models' race shows racism toward Asian models and Afro- American models. White models are main characters in fragrance advertisements more often than other races, and in mixed-ethnic ads, whites typically outnumbered minorities. This shows currently aesthetic stereotypes, that is, white ideology still exists. 3. The results of models' body exposure are showing nudism with partially clad or nude. This shows the eroticism of male and female. 4. The highest portion of clothing style appeared in fragrance advertisement were casual wear for male model and dressy formal wear for female models, which respects current fashion trends.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제14권7호
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• pp.2840-2861
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• 2020

The purpose of this survey-based study is to make an analysis of search engine users' behaviors on the Search Engine Results Pages (SERPs) based on the three demographic characteristics gender, age, and program studying. In this study, a questionnaire was designed with 12 closed-ended questions. Remaining questions other than the demographic characteristic related ones were about "tab", "advertisement", "spelling suggestion", "related query suggestion", "instant search suggestion", "video result", "image result", "pagination" and the amount of clicking results. The questionnaire was used and the data collected were analyzed with the descriptive statistics as well as the inferential statistics. 84.2% of the study population was reached. Some of the major results are as follows: Most of each demographic characteristic category (i.e. female, male, under-20, 20-24, above-24, English computer engineering, Turkish computer engineering, software engineering) have rarely or more click for tab, spelling suggestion, related query suggestion, instant search suggestion, video result, image result, and pagination. More than 50.0% of female category click advertisement rarely; however, for the others, 50.0% or more never click advertisement. For every demographic characteristic category, between 78.0% and 85.4% click 10 or fewer results. This study would be the first attempt with its complete content and design. Search engine providers and researchers would gain knowledge to user behaviors about the usage of the SERPs based on the demographic characteristics.