• 지식경영연구
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• 제12권1호
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• pp.1-16
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• 2011

This study was motivated by consideration of advertising effects on purchase intention of hotel customers in the situation that people can experience in web advertisements more easily and quickly through four main media. We intends to propose strategic web advertising marketing plans by investigating the relation among hotel web advertising attributions, advertising attitude, brand attitude and purchase intention of customers. In conclusion, in the situation that hotel service industry endeavors a lot to attract young customers, according to gentrified consumption culture and changes in an environmental trend, these results are expected to be used as data to establish web advertising marketing strategies to show trendy brand images to hotel customers, especially consumers of N Generation using official websites of hotels.

• 한국인쇄학회지
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• 제29권1호
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• pp.101-110
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• 2011

This research attempts to analyze type of typography influence on advertising attitude, brand attitude, and purchasing intention among print advertisements. Frequency analysis, reliability analysis using Cronbach's alpha, and MANOVA were utilized to analyze those gathered data. The result is the type of typography, affects on building advertising attitude in the mind of audience. However, brand attitude, and purchasing intention are not signigicant. It means that type of typography does not influence on building brand attitude and purchasing intention.

• Asia Marketing Journal
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• 제21권3호
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• pp.65-82
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• 2019

This study examines the relationship between social media advertisement and customer interest in the context of luxury brands. Further, this study investigates the effective ways to utilize visual types (pictorial advertisement and video advertisement) and contents types (website link and hash-tag) in social media advertising by proposing a time-series model to estimate the long-term effect of social media advertising on social search. We find that the pictorial advertisements are more effective than video advertisements, which provides a different result from previous existing research. In addition, advertisements using hashtags are more effective than web links due to efficiency of the search feature. Finally, since the number of brand fans also have a positive effect on advertising interest, it is essential to utilize social media advertising for the enhancement of customers' interests. Confirming that the effectiveness of social media advertising varies depending on how the visual contents and text are presented, this research can help marketing managers to assess predicted outcomes of using various methods of social media advertising.

• International Journal of Internet, Broadcasting and Communication
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• 제16권3호
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• pp.170-183
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• 2024

In producing anamorphic 3D advertisement projects, it is necessary to apply the principles of illusion art to distort the images output to the screen (Image Distortion) so that their display aligns with our visual perception in a real three-dimensional environment. We focuse on the methods of image distortion in the creation of content for anamorphic 3D advertisement screens in this thesis. We propose using Unity 3D's real-time rendering instead of the offline rendering method of compositing method, and employing UV grid mapping to replace the manual correction in Adobe After Effects(AE). The significance of this paper lies in simplifying the image distortion processing workflow in anamorphic 3D projects and optimizing the image distortion creation methods used in compositing method. In outdoor anamorphic 3D advertisement projects, the proposed image distortion creation method demonstrates significant advantages in terms of production time, process simplification, flexibility, and expansion possibilities. Our research provides new perspectives and methods for the creation of anamorphic 3D content, offering theoretical and methodological references for professionals working on similar contents.

• 보건의료기술평가
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• 제6권2호
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• pp.114-122
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• 2018

Objectives: In this study, we evaluated the effectiveness of the typical anti-smoking advertisement on smoking cessation intention in citizens of Ulsan Metropolitan City. Methods: A total of 700 citizens (600 adults and 100 high school student) participated in face-to-face interviews survey using paper questionnaire. Three anti-smoking advertisements were used in this study; chronic obstructive pulmonary disease (COPD) patient video advertisement, tobacco hazard information advertisement, and COPD patient voice advertisement. Each participant randomly evaluated only one of the three non-smoking anti-smoking advertisements. Participants were asked whether they had seen or heard anti-smoking advertisements before and asked whether they understood the advertisement well. They also assessed the effectiveness of non-smokers to maintain smoking cessation and how effective it would be to help smokers quit. Results: Among the three anti-smoking advertisements, 54.8% of participants said that they watched COPD patient video advertisement before. More than 95% of participants said they can understood anti-smoking advertisements. Among the three anti-smoking advertisements, tobacco hazard information advertisement was evaluated to be most effective to maintain non-smokers' smoking cessation (234, 92.5%). Tobacco hazard information advertisement was also evaluated to be most effective to make smokers quit smoking (216, 84.7%). Conclusion: Anti-smoking advertisements have a positive effect on non-smoker's willingness to keep smoking and smokers' willingness to quit smoking. In future studies, it would be meaningful to look at the long-term effects of smoking cessation or to evaluate the effectiveness of the more various anti-smoking advertisements.

• 한국의류학회지
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• 제24권4호
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• pp.487-497
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• 2000

The purpose of this study was performed 1) to study the differences in advertisement expression and brand preference according to the lifestyle groups of high school girl students(Sports Uninterest Group, Friend Preference/Fashion Uninterest Group, Sports Preference/Horne Oriented Group. fashion Interest Group, and Confidence Group) and 2) to investigate the effects on the brand preference of adolescents of lifestyle, brand and advertisement image and advertisement expression forms. The subjects selected for the final analysis were high school girl students living in Pusan, Seoul and Taejeon, Korea. The statistics used for data analysis were factor analysis, one-way ANOVA, Duncan's multiple range test, stepwise multiple regression, frequency distribution and percentage by the SPSS program. The results of this study were as follows: 1. The preferences of advertising expression forms were significantly different among lifestyle groups: the Friend Preference/Fashion Uninterest Group preferred to sex appealing advertising expression form less than other groups. 2. The brand preferences were significantly different among lifestyle groups: the Confidence Group preferred brand less than other groups in general. 3. The brand preferences were affected by life style, brand and advertising image and preferences of advertising expression forms. And brand image influenced most significantly on the brand preferences.

• 감성과학
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• 제16권1호
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• pp.11-28
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• 2013

This article aims to explore the interactive roles of types of primed identity (local versus global identity) and types of ad framing on brand evaluations. The authors designed 2 experiments in which each experiment followed a $2{\times}2$ between-subject design. The empirical results showed that a gain-framed ad induced more positive emotional responses than a loss-framed ad, and the positive affective responses lead to more favorable brand evaluation. Furthermore, the results showed that there were interactive effects of primed identity and types of advertisement frame on brand evaluation. In the additional analysis, the results showed that when people with local identity were exposed to the gain-framed ad, they would engage in a higher level of integration processing than those in the control group, which in turn induced more favorable evaluation to the local brand. That is, the integration processing mode played a mediating role between the interaction (local id priming ${\times}$ ad frame) and the local brand evaluation. However, in the case of global brand evaluation, the integration processing mode did not play such a mediating role.

• 한국콘텐츠학회논문지
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• 제17권2호
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• pp.656-677
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• 2017

본 연구의 목적은 자동차 브랜드 잠재소비자의 소비자-브랜드 관계 품질 형성에 있어서 네이티브 광고가 미치는 영향을 평가하는 것이다. 구체적으로 본 연구는 (1) 네이티브 광고의 유형에 따라 광고인지 여부와 광고가치의 차이, (2) 네이티브 광고의 광고가치가 브랜드 태도를 매개로 하여 소비자-브랜드 태도에 미치는 영향을 평가하였다. 이를 위해 본 연구에서는 네이티브 광고를 목적에 따라 제품광고, 브랜드 광고, 비상업적 광고로 분류하고, 네이티브 광고의 형태로 제작한 후에 해당 자극물을 잠재소비자들에게 제시하여 자료를 수집하였다. 345부의 유효표본으로부터 도출된 연구결과는 다음과 같다. 첫째, 응답자들은 비상업적 광고에 대해 낮은 광고인지 반응을 보이지만, 제품광고와 브랜드 광고에 대해서는 대부분 광고인 것을 인지하였다. 둘째, 응답자들은 네이티브 광고에 대해 전반적으로 낮은 불편성을 느끼는 것으로 나타났으며, 특히 비상업적 광고에서 가장 낮게 평가되었다. 셋째, 네이티브 광고의 유희성, 정보성은 브랜드 태도를 매개하여 소비자-브랜드 관계 품질에 긍정적인 영향을 미치고, 불편성은 부정적인 영향을 미치는 것으로 확인되었다.

• 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.

• 디지털융복합연구
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• 제18권3호
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• pp.299-304
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• 2020

과거 상업광고는 제품이 가지고 있는 기능, 설명, 또는 브랜드를 소개하는 식의 위주로 광고로 제작되었다. 그러나 지금의 광고시장은 스토리텔링 역할이 확대된 소비자의 감성에 맞추어 제품에 감성을 투영시켜 상품을 어필하고 있다. 넛지효과는 경제 행동학적 의미로 올바른 선택에 도움을 줄 수 있다. 이러한 넛지효과가 포함되어있는 스토리텔링에는 사람과 사람들을 소통하게 하고, 그로 인해 소비자와 기업을 소통하게 해주며, 기업이 원하는 방향으로 유도하게 한다. 본 연구는 서울우유의 상업광고를 통하여 넛지효과의 개념을 이해하고 광고 속의 넛지효과와 스토리텔링 사이 상호작용의 분석에 대한 기업의 상업광고가 소비자로 하여 기업의 인식변화에 준 영향을 연구한다. 본 연구는 넛지효과가 가진 영향력에 대한 연구를 목적으로 한다. 본 연구의 결론은 소비자는 넛지효과의 파급력에 영향을 받아 기업의 인식에 어떤 영향을 주었는지에 관한 결과를 보여준다.