• 한국콘텐츠학회논문지
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• 제19권2호
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• pp.424-437
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• 2019

본 연구의 목적은 국내 비영리단체 후원모금 광고영상에 나타난 아동 청소년의 특징과 낙인, 그리고 아동 청소년에 대한 메시지유형을 분석하는 것이다. 분석대상은 주요 국내 비영리단체 7곳의 후원모금 광고영항 147편에 등장하는 아동 청소년 152명이다. 선행연구를 바탕으로 분석도구를 구성하였고, 예비연구를 거쳐 본 분석을 진행하였다. 연구결과는 다음과 같다. 첫째, 아동 청소년의 연령층은 아동과 유아가 많았다. 또한 비중이 높은 '주역할'이 높게 나타났고, '빈곤'의 상황이 가장 많이 묘사되었다. 가족형태는 '한 부모 가족'이 가장 많았고, 가족 안에서 '피보호자'의 역할이 높게 나타났다. 둘째, 낙인유형에서는 '일반'이 가장 높게 나타났고, 반 낙인유형에서는 '위험'과 '표시'가 가장 높은 비율을 보였다. 셋째, 메시지유형은 낙인형 메시지가 가장 높았다. 넷째, 2014년을 기준으로 낙인형 메시지와 가치 배제형 메시지는 증가하였고, 반 낙인형 메시지와 혼합형 메시지는 감소하였다. 본 연구 결과는 비영리단체 후원모금 광고영상이 아동 청소년의 인권을 보호하지 못하고 낙인과 같은 부정적인 영향을 미칠 수 있으므로, 전형적인 후원모금 광고영상 형식의 패러다임 변화가 필요함을 시사하고 있다.

• 경영과정보연구
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• 제38권2호
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• pp.241-254
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• 2019

본 연구는 최근에 이슈가 되고 있는 증강현실광고에 대한 소비자 반응에 대한 연구이다. 4차 산업혁명시대에 맞는 마케팅 광고 기법의 필요성에 의해 본 연구를 진행하였다. 먼저 선행연구를 바탕으로 증강현실광고의 유형을 제시하고 이러한 광고유형에 대해 소비자가 지각하는 가치를 바탕으로 즐거움과 광고에 나타나는 제품이나 서비스에 대한 브랜드 태도 형성이 브랜드 애착에 미치는 영향에 대해 검증하였다. 본 연구를 간략히 요약하면 다음과 같다. 가설(H1) 경험적 가치는 즐거움이 정(+)의 영향을 미쳤고, 가설H2) 경험적 가치는 브랜드 태도에 역시 정(+)의 영향을 미쳤다. 가설(H3) 상징적 가치는 즐거움에 정(+)의 영향을 미쳤고 가설(H4) 상징적 가치는 브랜드 태도에 정(+)의 영향을 미치는 것으로 나타났다. 가설 (H5) 실용적 가치는 즐거움에 정(+)의 영향을 미쳤다. 가설(H7) 즐거움이 브랜드 태도에 정(+)의 영향을 미쳤으며, 가설(H8,H9) 즐거움이 애착, 브랜드 태도가 애착에 정(+)의 영향을 미치는 것으로 나타났다. 가설(H6) 실용적 가치가 브랜드 태도에는 긍정적인 영향을 미치지 못한 것으로 나타났다. 이는 증강현실광고의 특성상 실용적 가치를 소비자가 지각하는 것보다는 경험혹은 상징적인 측면을 통해 소비자와 소통함을 알 수 있다. 본 연구의 시사점은 증강현실 광고가 일반광고와 다르게 소비자와 상호작용성이 높으며 소비자 참여 유도가 가능하다. 이는 소비자는 증강현실 광고를 통해 실용적 가치를 경험하기 보다는 경험적이고 상징적 가치를 더욱 지각하게 된다는 것이다.

• International Journal of Costume and Fashion
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• 제17권1호
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• pp.17-28
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• 2017

The objective of this study is to investigate the effects of advertising expenses of fashion companies on sales from a financial viewpoint. To do so, the advertising expenses and the sales of 194 manufacturing and distribution companies in the fashion industry, as per the income statements posted by the individual companies, were analyzed. The results are as follows. First, there was a statistically significant correlation between advertising expenses and sales. The higher the advertising expenses, the higher the sales. Second, there was no statistically significant differences between companies with different sizes of sales. Third, the effects of advertising expenses on sales of fashion companies were statistically significant. The higher the increase of the ratio of advertising expenses, the higher the increase of the ratio of sales, and vice versa. This study differs from others in that it uses financial data, which has been neglected in previous studies regarding the fashion industry, to analyze the relationship between advertisement and sales. It will lend help to fashion companies seeking to rationally manage advertising expenses and come up with effective advertising policies.

• 한국의류학회지
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• 제13권3호
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• pp.197-206
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• 1989

This study was to investigate brand images of ladies wear and the effects of fashion advertisements, and to determine the difference of brand image preference and the effects of fashion advertising by clothing life style. 421 subjects were gathered through stratified sampling method and, for data analysis, frequency distribution, $x^2-test$, Cronbach'$\alpha$, ANOVA, Duncan's multiple Range test, Multiple Dimentional Scaling (M.D.S.), Factor analysis, Cluster analysis, were conducted. The results are as follows; 1. In image formation process, feminine as formal image, manish as casual image, were recognized. 2. Four factors were determined for analysis of clothing life styles and with these factors five different clothing life style groups were classified. 3. There was a meaningful difference between clothing life style and brand image preference, and also between clothing life style and the effects of fashion advertisement. From these findings, general and specific fashion advertising strategies are proposed.

• International Journal of Internet, Broadcasting and Communication
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• 제15권2호
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• pp.254-260
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• 2023

Recently, the cross-model strategy of using male models in advertisements for women's cosmetics has been increasingly utilized. Academics have begun to discuss and study cross-model advertisements, but most of the studies have focused on the effects of the presence of a cross model. We investigated the effects of a crossmodel's product demonstration as an advertising creative strategy on consumer's attitudes toward the ad. We examined the effects of a male model demonstrating the advertised products for women's cosmetics on female consumers' attitudes toward the ad. As a result, we found that when a male model demonstrated a product in a women's product advertisement, consumers' attitudes toward the ad were more positive the higher their product involvement. Therefore, product involvement was found to be a moderating variable in the effect of cross-model product demonstration on attitudes toward the ad. This study contributes to the line of research on the effect of cross-model and product demonstration advertising, providing practical implications for advertising practitioners.

• 한국조리학회지
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• 제20권2호
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• pp.136-151
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• 2014

본 연구는 외식산업의 끊임없는 변화와 이러한 변화에 적응하기 위해 식생활이 다양하고 복잡하게 진화되며, 외식의 형태도 빠르게 바뀌고 있는 현실에서 한식 레스토랑의 마케팅 믹스 전략이 지각된 가치와 충성도에 미치는 영향을 알아보는데 목적을 갖는다. 이에 서울지역 소재 한식 레스토랑 이용고객 총 300명을 대상으로 2013년 6월 11일부터 30일까지 설문조사하였다. 분석결과 첫째, 한식 레스토랑 마케팅 믹스 전략이 지각된 가치에 미치는 영향을 검증한 결과 서비스 경험, 가격, 점포이미지가 지각된 가치에 영향을 미치는 것으로 나타났다. 둘째, 한식 레스토랑 마케팅 믹스 전략이 충성도에 미치는 영향을 검증한 결과 가격, 광고, 점포이미지가 충성도에 영향을 미치는 것으로 나타났다. 셋째, 지각된 가치가 충성도에 미치는 영향을 검증한 결과 유의한 정(+)의 영향을 미치는 것으로 나타났다. 이상의 연구결과 한식 레스토랑의 마케팅 믹스 전략으로 서비스 경험, 가격, 점포이미지가 지각된 가치에 영향을 미치고, 가격, 광고, 점포이미지가 충성도에 영향을 미침과 동시에 지각된 가치 또한 충성도에 영향을 미치는 것으로 나타내 이들 변수의 한식 레스토랑에서의 마케팅 믹스 전략으로 매우 유용한 변수임을 시사해 주었다.

• 한국실내디자인학회논문집
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• 제22권4호
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• pp.70-77
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• 2013

This study has analysed the composition elements in a cafe space where visual transfer-elements are filled and the perceptual characteristics of facade designs with the purpose of drawing any important elements to advertisement and their related items for uniqueness of designs. For the analysis of the perception process shown in the consecutive situations of observing and visiting cafes, the cafe facade was grouped and stereotyped for the analysis of perceptual characteristics and significant composition elements for better designing of cafes through survey with representative facades as subjects. The conclusions from this study are the followings. First, for the uniqueness specific to cafes to be integrated into facade, memory was chosen first as the most significant advertisement factor followed by interest as with male and attention as with female. The memory has much to do with furniture and finishing material of Clause (4), Chapter 4.1 and the types having effects on perception of Clause (1) and the atmosphere having effect on that of Clause (2) were found to be major factors to attention and interest. Second, it was found out that women preferred horizontally stable partition and men clearly divided facades. The factor of shape was observed first among the constituents of facade followed by color. There was no difference with 'shape' between men and women and color was found to be a space constituent having a lot of effects on women. Third, the memory of experience from visiting a cafe was very likely to offer the motivation of visiting it again, on which furniture had the most effect followed by finishing material and color. Such elevation elements as facade and logo were found not to have effect on the memory or the re-visit. Any intention of visiting again seemed to be influenced by such comprehensive images as atmosphere rather than by any concrete facade, furniture, or appliance. From the above viewpoint, facade design should have any uniqueness or impressive feature as well as the effect of making passers-by drop in and attracting them into the shop. The analysis of attributes of facade constituents revealed that the abstract images in addition to the configuration of facade had much to do with interest or behavior.

• 디지털융복합연구
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• 제19권7호
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• pp.71-77
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• 2021

본 연구는 지방자치단체의 SNS에 게시된 사진을 경험한 사람들을 대상으로 광고 호감도가 광고 효과에 영향을 미치는지, 사진유형(인물 유·무)과 세대에 따라 유의한 차이가 있는지를 학인 함으로 지방자치단체의 SNS 활용 방안을 제시하고자 하였다. 설문조사는 2021년 4월 1일부터 4월 16일까지 실시하였으며, 총 235부를 실증분석에 이용하였다. 분석결과, 광고 호감도는 광고효과에 영향 미치는 것으로 나타났고, 관광객이 포함된 사진이 20대에서 광고호감도가 광고효과에 보다 큰 영향을 미치는 것으로 밝혀졌다.. 이는 지방자치단체에서 SNS를 운영함에 있어 관광지에서 관광객의 사진이 게시되도록 함과 더불어 SNS에 가장 많이 접속하는 세대를 파악하고, 그 세대에 맞는 사진을 게시하도록 유도하기 위한 다양한 노력을 기울여야 할 것이다.

• 의료법학
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• 제12권1호
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• pp.177-225
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• 2011

Verdicts related to major medical litigation given by the Seoul Central District Court, the Seoul High Court and the Supreme Court in 2010 were analyzed. It's shown that in cases of the medical negligence regarding the occurrence of neonatal cerebral palsy, the plaintiff claims were dismissed using criteria proposed by associations of Obstetrics and Gynecology and Pediatrics in US, and thereof the burden of plaintiffs to prove the medical negligence has increased. In addition, in case of that the expected survival period of infants gets longer, payments for treatment and nursing after survival period determined by judges are made and it was judged to compensate it as a periodical indemnity. In case for the explanation obligation the most frequently mentioned in the medical litigation, in addition to cases of invoking the existing theory of explanation obligation, verdicts to mention the instructions of theory regarding instruction explanation obligation and the possibility of compensation for damages on property are given. Particularly, in cases for a liability of reparation by exaggerating the effects and not disclosing the risks related to treatment with stem cells, even if the treatment not approved by Food and Drug Administration is in violation of the Pharmaceutical Affairs Law, it's not illegal as violation in Pharmaceutical Affairs Law itself. But there is a certain verdict to present the possibility of an extension of the theory of explanation obligation by acknowledging the liability of reparation caused by illegal acts with no explanations of effects and risks of treatment with stem cell by doctors and pharmaceutical companies. In an incident in which a mental patient fell and died through the opened door of the roof at the hospital, a liability of reparation was acknowledged due to defects in structure installation management and this verdict drew an attention since the overall management responsibility about patients including structures was acknowledged to the hospital besides the obligations on medical practice. In case of the verdict without giving the opportunity to state the opinion with respect to the main legal issues, the responsibility of the court was emphasized since the court did not fulfill the explanation obligations. There were some cases in which payments for nursing and caring to a patient in vegetative state during the plastic surgery was admitted. However, in dental-related incidents, the proportion of cases in which plaintiff won was low since the difficulty of proving may be reflected. In the area of administrative litigation, unlike the existing position regarding arbitrary medical charge cover collected from patients in hospital, the verdict to admit the legitimacy of collection of medical treatment was given and attracted the attention of people. Verdict in which the expression related to medical advertisement was not exaggerated disposed the original verdict and pointed out the problem of excessive regulations on medical advertisement. The effort to analyze the trend of verdicts of court through reviewing the decisions and to organize should be continued, but the full decision should be disclosed as a base, and people and systems to enable the all time monitoring should be prepared.

• 한국프랜차이즈경영연구
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• 제13권3호
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• pp.1-15
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• 2022

Purpose: In the restaurant sector, it has been known that consumers' positive perception of brands influences their positive WOM intention, and information sources play an important role in increasing credibility by enhancing consumer awareness and developing differentiated brands. This study examines the effects of information sources (e.g., advertisement, WOM, SNS) on trust (cognitive and affective) and, WOM and eWOM intention in the restaurant context. In the model, cognitive and affective trust play mediating roles in the relationships between information sources (e.g., advertisement, WOM, SNS) WOM and eWOM intention. Research design, data, and methodology: Research models and hypotheses were developed according to the research direction. The survey questionnaire items were developed and used appropriately according to the contents of this paper based on prior studies. All constructs were measured with multiple items developed and validated in prior studies. A total of 502 responses were collected from an online survey. The research model was evaluated using SmartPLS 4.0. Frequency analysis was performed to understand the demographic characteristics of the survey respondents. The reliability, convergent validity, and discriminant validity were assessed using measurement model analysis. The proposed model was verified using the structural equation model. Results: Advertisement, WOM, and SNS information sources all had a positive effect on affective trust, whereas only WOM had a significant effect on cognitive trust. In addition, affective trust had a positive effect on cognitive trust and eWOM intention but did not affect WOM intention. Finally, cognitive trust was found to have a positive effect on both WOM intention and eWOM intention. Conclusions: This study redefines the concept of where restaurant service companies should focus when providing consumers with information about their products and services. As a result, the conceptual framework of positive word of mouth intention to increase new customer visits to the restaurant brand has been expanded. In addition, this study not only presents an information source management strategy for restaurant brands, but also presents practical implications for resource allocation guidelines for customer management in the restaurant sector.