• Journal of the Korea Society of Computer and Information
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• v.25 no.7
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• pp.65-73
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• 2020

Viral video advertising is being used in the advertising and film industry for pre-promotion of certain products or pre-release films which has a lot of effect on investment. An analysis of viral video recognition is needed to predict future development directions. In response, the study conducted a survey on viral videos, focusing on college students in their 20s, who are the most exposed to advertisements and movies. Through this, the survey was conducted on recognition of viral videos, memorable viral videos, satisfaction level, message propagation method, positiveness of viral videos, expected future development, and desired viral video type. The survey showed that viral video recognition was 16.7% and the most memorable viral video; the "Let it Go" viral video from the movie "Frozen" was 69.1 %, according to the survey. The satisfaction level was not high at 31.2 %, and 73.5% of people sent messages to others after watching viral videos, which was very high. Negative opinions on viral videos were low at 13.7 %. 64.5% of the surveyors said the future of the viral videos would "develop" and 6.7% said would "not develop."

• Proceedings of the Korea Information Processing Society Conference
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• 2021.11a
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• pp.1160-1163
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• 2021

DOOH(Degital Out of Home) advertisement market is developing steadily, and the case of use is also increasing, In advertisement market, personalized services is actively being provided with technological development. On the other hand, personalized services are difficult to be provided in DOOH and are p rovided by only personal information, not feelings. This study aims to construct personalized DOOH se rvices by using AI facial expression recognition and suggesting a solution optimized for interaction bet ween user and services by providing healing and advertisement.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.11 no.8
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• pp.3036-3044
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• 2010

With the rapid growth of video data service, demand to provide advertisements or additional information with regard to a particular video scene is increasing. However, the direct use of automated visual analysis or speech recognition on videos virtually has limitations with current level of technology; the metadata of video such as title, category information, or summary does not reflect the content of continuously changing scenes. This work presents a new video contextual advertising system that serves relevant advertisements on a given scene by leveraging the scene's situation information inferred from video scripts. Experimental results show that the use of situation information extracted from scripts leads to better performance and display of more relevant advertisements to the user.

• International Journal of Contents
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• v.17 no.4
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• pp.35-45
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• 2021

In this study, we analyzed the factors that affect public awareness campaigns on social media platforms and developed an integrated model for measuring the persuasiveness of environmental social media campaigns. A survey questionnaire was created and distributed on Facebook with the goal of reaching individuals in their 20s and 40s in Vietnam, and 395 valid replies were gathered. The findings showed that the STOPS was reconfirmed as a suitable theoretical framework for analyzing the public's behaviour intention to conduct information related to the issue of fine dust, especially on social media. Furthermore, it also showed that social media efficacy has a moderating effect on the relationship between public's situational recognition and informational behaviour intention. This suggested that through social media platforms, personal characteristics play a vital part in developing effective environmental campaigns. Implications for both theory and practice were discussed.

• Journal of Digital Convergence
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• v.17 no.2
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• pp.81-89
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• 2019

The purpose of this paper was to investigated the effect of the constituents of Facebook advertisement on ad fitness recognition and WOM intension. In addition, we confirmed the mediating effect of ad fitness recognition. For this purpose, data were collected for Facebook 371 users. The research method used factor analysis and covariance structure analysis. The results of this study were as follows: First, the advertising interest characteristics of Facebook ads had a significant effect on ad fitness and word-of-mouth intension. Second, personalized fit informational attributes of Facebook ads had a significant effect on ad fitness and WOM intension. Third, the perceived responsiveness had a significant effect on perceived fitness of advertisement and WOM intention. Fourth, perceived fitness recognition of Facebook advertisement had a significant effect on WOM intension. The results of this study provide consumers with information on what to consider when creating an identity advertisement and effective advertisement as Facebook advertisement.

• Journal of Satellite, Information and Communications
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• v.12 no.1
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• pp.54-57
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• 2017

In commercial facilities, it is very difficult in real to promote specific products among various products because various products are displayed and sold. Therefore, in order to promote information on most display products, there is a great tendency to rely on printed matter or salesperson. So, it is focused to display advertising or promotional video based on interactive user information by utilizing the diplay used in the store, and to implement technology considering energy saving. Also it is very utilized for a specific product sold or displayed at a commercial facility to be sent to manufacturer or advertiser who wants to promote specific products and content at customer contacts. In this study, we implemented that maximized advertisement effect through the advertisement video and combination of product using transparent display. we implemented User-oriented image display technology to provide an interactive service according to whether there is a user or not. Through this study, we proposed a new direction to maximize advertising/public relations effect in various commercial facilities.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.13 no.4
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• pp.1738-1764
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• 2019

With the advent of big data, deep learning technology has become an important research direction in the field of machine learning, which has been widely applied in the image processing, natural language processing, speech recognition and online advertising and so on. This paper introduces deep learning techniques from various aspects, including common models of deep learning and their optimization methods, commonly used open source frameworks, existing problems and future research directions. Firstly, we introduce the applications of deep learning; Secondly, we introduce several common models of deep learning and optimization methods; Thirdly, we describe several common frameworks and platforms of deep learning; Finally, we introduce the latest acceleration technology of deep learning and highlight the future work of deep learning.

• Journal of Korea Entertainment Industry Association
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• v.15 no.3
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• pp.243-250
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• 2021

The purpose of this study is to discuss the implicit meaning of advertising content with highly persuasive language formats from a communication perspective and its interpretation process in relation to communication education, while simultaneously developing interpretative codes for media literacy education in modern society. For a successful discussion, I assumed the narrative content of advertising content that implements a special purpose as a general conversational act, and raised the issue anew that regularity exists for implicit semantic expressions. It also said that in order for media literacy education in the present society to proceed correctly, linguistic interpretations of implicit meaning cannot be guided as a principle of communication in prior research. As a solution, we confirm that socio-cultural sharing knowledge and recognition are essential interpretation codes. For further discussion, the analysis of advertising media languages with special purposes in terms of language usage was conducted to verify the process of interpreting the implicit meaning shown in them. After analyzing the implicit advertising language that I arbitrarily typified, I found that the linguistic meaning implicit with the intention of persuading the speaker can be provided mostly as media literacy education as a framework for analysis by various information and cognitive effects. In other words, acceptors should not perform only literal interpretations in the process of interpreting the implicit meaning inherent in the media language. If guided by including native language materials and background knowledge, socio-cultural customs, and general common knowledge, efficient media literacy education can be expected.

• Journal of Information Technology Applications and Management
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• v.27 no.5
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• pp.69-80
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• 2020

Recently, luxury brands are selling their products to consumers using their own direct online channels. In the online channel, marketing strategy through storytelling is needed because consumers do not have enough product experience. Therefore, luxury brands are actively utilizing social media and delivering stories includes their birth and growth. Unlike mass media, social media communicates with consumers more quickly and frequently and delivers the story of brand naturally. This study classifies luxury brands into four groups based on story recognition of luxury brands and self-esteem, and analyzes and materializes each group of the propensities of luxury brand consumption. It also tries to draw strategic implications for effective SNS advertising by analyzing narrative transportation on SNS advertising, interests in videos, and the interests in story based on these typified groups of luxury consumption. The result of the analysis shows that there is a difference in consumption propensity among consumers who were classified into four groups according to story cognition of luxury brands and self-esteem. There is also a difference in the response to narrative images through SNSs, such as narrative transportation, interests in videos, and interests in brand stories.

• The Journal of the Korea Contents Association
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• v.20 no.5
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• pp.303-317
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• 2020

As the penetration rate of smart phones has spread and functions have been developed variously, a new advertising medium called mobile advertising has emerged. In addition, various mobile advertisements targeting teenagers, where most of their daily lives are conducted using smartphones, have been activated. Adolescents in the modern society called Generation Z have the longest time to use a smartphone among age groups. Even during the economic downturn, adolescent consumers are an important consumer group that can overcome the economic recession, so mobile advertisements targeting their purchasing power are being created like a flood. Therefore, in this study, the influence of mobile advertisement characteristics and personal characteristics on purchasing attitudes for adolescents using smartphones was identified, and how this was linked to purchasing behavior again. To conduct the research, a survey was conducted on 324 high school students using smartphones, and the results are as follows: First, the higher the recognition of convenience in mobile advertising characteristics and brand preferences, the higher the brand preference. Characteristics and brand trust had a positive effect on acceptance as the awareness of convenience, information, and entertainment increased. Third, the influence of adolescents' personal characteristics on purchasing attitudes had a positive effect on brand preferences by pursuit of fashion, pursuit of personality, and practical pursuit. Fourth, as a result of analyzing the relationship between purchase attitude and purchase behavior, it was verified that brand preference and brand trust among purchase attitude have a positive influence on purchase behavior. This study has significance in that it has grasped the influence of mobile advertising on purchasing behavior among teenagers who are rapidly growing as mobile consumers.