• Korean Journal of Child Studies
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• v.22 no.3
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• pp.137-150
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• 2001

In this cross-national analysis of commercials for young children, 58 commercials were from KBS 2 in S. Korea, 51 from Nickelodeon, USA, and 69 from CTV, Taiwan, totaling 178 commercials. Differences between countries were that foods and beverages were mainly advertised in S. Korean and Taiwanese while a full range of items were evenly displayed in American commercials, and American commercials used more ordinary people in casting. Fantastic and realistic atmospheres were typical of S. Korean, realistic and explanatory of American, and explanatory of Taiwanese commercials. The commercials rarely showed an aesthetic sense or creative thinking, and the use of abusive language and aggression was ubiquitous, while some deviant behavior was also portrayed. The commercials often failed to provide useful information, and they stimulated customers to have unrealistic expectations.

• Culinary science and hospitality research
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• v.12 no.3 s.30
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• pp.164-185
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• 2006

This is a study on preference and memory of TV commercials for food service products and on the processes of relevant attitudes and purchasing activities. The results of this study showed that the higher preference for commercials, the higher rate of memory and that a business with high preference for commercials had all of six variables in the process of purchasing behaviors at the high mean. In conclusion, a food service provider should consider preference to make efficient commercials for consumers in implementing commercials; such preference for commercials may be favorable for attitudes toward brand and commercials as well as for the future memory of the commercials, which have immediate effects on the future purchasing behaviors.

• Journal of Global Scholars of Marketing Science
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• v.18 no.3
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• pp.89-114
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• 2008

Most of the extant studies on communication effects have been devoted to the typical issue, "what types of communication activities are more effective for brand awareness or brand attitudes?" However, little research has addressed another question on communication decisions, "what makes communication activities less effective?" Our study focuses on factors negatively influenced on the efficiency of communication activities, especially of Advertising. Some studies have introduced concepts closely related to our topic such as consumer confusion, brand confusion, or belief confusion. Studies on product belief confusion have found some factors misleading consumers to misunderstand the physical features of products. Studies on brand confusion have uncovered factors making consumers confused on brand names. Studies on advertising confusion have tested the effects of ad models' employed by many other firms for different products on communication efficiency. We address a new concept, Ad noises, which are any factors interfering with consumers exposed to a particular advertisement in understanding messages provided by advertisements. The objective of this study is to understand the effects of ad noises caused by ad models on brand awareness and brand attitude. There are many different types of AD noises. Particularly, we study the effects of AD noises generated from ad model selection decision. Many companies want to employ celebrities as AD models while the number of celebrities who command a high degree of public and media attention are limited. Inevitably, several firms have been adopting the same celebrities as their AD models for different products. If the same AD model is adopted for TV commercials for different products, consumers exposed to those TV commercials are likely to fail to be aware of the target brand due to interference of TV commercials, for other products, employing the same AD model. This is an ad noise caused by employing ad models who have been exposed to consumers in other advertisements, which is the first type of ad noises studied in this research. Another type of AD noises is related to the decision of AD model replacement for the same product advertising. Firms sometimes launch another TV commercial for the same products. Some firms employ the same AD model for the new TV commercial for the same product and other firms employ new AD models for the new TV commercials for the same product. The typical problem with the replacement of AD models is the possibility of interfering with consumers in understanding messages of the TV commercial due to the dissimilarity of the old and new AD models. We studied the effects of these two types of ad noises, which are the typical factors influencing on the effect of communication: (1) ad noises caused by employing ad models who have been exposed to consumers in other advertisements and (2) ad noises caused by changing ad models with different images for same products. First, we measure the negative influence of AD noises on brand awareness and attitudes, in order to provide the importance of studying AD noises. Furthermore, our study unveiled the mediating conditions(variables) which can increase or decrease the effects of ad noises on brand awareness and attitudes. We study the effects of three mediating variables for ad noises caused by employing ad models who have been exposed to consumers in other advertisements: (1) the fit between product image and AD model image, (2) similarity between AD model images in multiple TV commercials employing the same AD model, and (3) similarity between products of which TV commercial employed the same AD model. We analyze the effects of another three mediating variables for ad noises caused by changing ad models with different images for same products: (1) the fit of old and new AD models for the same product, (2) similarity between AD model images in old and new TV commercials for the same product, and (3) concept similarity between old and new TV commercials for the same product. We summarized the empirical results from a field survey as follows. The employment of ad models who have been used in advertisements for other products has negative effects on both brand awareness and attitudes. our empirical study shows that it is possible to reduce the negative effects of ad models used for other products by choosing ad models whose images are relevant to the images of target products for the advertisement, by requiring ad models of images which are different from those of ad models in other advertisements, or by choosing ad models who have been shown in advertisements for other products which are not similar to the target product. The change of ad models for the same product advertisement can positively influence on brand awareness but positively on brand attitudes. Furthermore, the effects of ad model change can be weakened or strengthened depending on the relevancy of new ad models, the similarity of previous and current ad models, and the consistency of the previous and current ad messages.

• Convergence Security Journal
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• v.19 no.4
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• pp.189-195
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• 2019

PPL advertising is growing due to the cheaper cost than other TV commercials, the familiar image construction from natural exposure in video, and the overseas marketing effects from programs export. However, it is difficult to provide additional information on PPL advertising targets in addition to short video exposure due to the restriction that they should be exposed without antagonizing viewers. This study designed a data service that supports PPL advertising, which provides additional information for PPL advertising targets. Specifically, the user scenario and user interface of the data service were designed considering the characteristics of the TV platform, the key additional information was defined by distinguishing the typical types of PPL advertisement, and the information on when PPL advertising targets should be exposed in the program was devised. We also developed a DVB-SI based method to provide the supplementary information to the data service.

• The Journal of Information Systems
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• v.25 no.2
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• pp.153-171
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• 2016

Purpose This study suggests the development of forecasting model for local cable TV advertisement. In order to verify the expected effect of the suggestion, using the causal loop map of System Dynamics, the factors affecting the prospects of cable TV commercial market were divided into 5 groups. Then targeting 97 people involved in the cable TV commercial market in Busan, Ulsan, and Gyeongnam, a survey was conducted on their perception of the current status of local advertisement market and future prospect. Design/methodology/approach The analysis of the collected data shows that workers in advertising and advertisers perceive the influence of cable TV as an advertising media to be high, while clearly understanding the problems of cable TV commercial market. Based on this the effects on the prospects of cable TV commercial market were analyzed and a forecasting method called Weighted Moving Average was applied. In order to improve accuracy of the added value of Weighted Moving Average, the 5 factors were divided into qualitative factors and quantitative factors, and using Multi-attribute Decision Making method, all the factors were normalized and weighting factors were deduced. The result of simulating the prospects of cable TV commercial market using Weighted Moving Average, both qualitative and quantitative factors showed downward turn in the market prospect for the following 10 years. Findings The result reflects generally negative perception of advertisement viewers about the prospects of cable TV commercial market. Compared to the previous studies on domestic cable TV commercials that focused on policy suggestions and surveys on perception of current status, this study has its significance in that it used scientific method and simulation for verification.

• The Korean Journal of Franchise Management
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• v.9 no.1
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• pp.17-25
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• 2018

Purpose - This study was to investigate the effect of advertising attributes on advertising attitude, brand equity, and advertising effect of TV commercials of chicken franchise brand, which is one of the most popular food service brand in recent years. Research design, data, and methodology - This study aims to see the effect of advertising attributes on advertising effectiveness and the mediating effects of advertising attitude and brand equity. A total of 200 questionaire was collected, 15 respondents were discarded due to missing information. Therefore, a total of 185 respondents were used for this study. The data were analyzed using frequency analysis, confirmatory factor analysis, correlation analysis, three-step mediation regression analysis, and path analysis with SPSS 24.0 and AMOS 24.0 statistical program. Result - The results of the study are as follows. First, the effect of brand attitude on brand attitude and brand equity, brand equity and advertising effect on brand attitude, and brand equity on advertising effect were statistically significant. As a result of the mediating effect test, it was confirmed that the attitude of the ad and the brand equity mediates partly between the ad property and the advertisement effect. Conclusions - As a result of the study, it is suggested that the informativeness and notableness affect the consumers among the advertisement attributes, so that it is necessary to be able to convey the accurate information more clearly to the consumers when composing the contents of the advertisement. In other words, in the case of the advertisement of the chicken franchise brand corporation, it will be an effective advertisement campaign if it continuously transmits the correct advertisement message to the consumers in association with the brand.

• Journal of Game and Entertainment
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• v.2 no.2
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• pp.61-69
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• 2006

Along with advance in visual culture, the importance of motion graphic has been increasingly emphasized day by day, which can maximize information delivery using image illustration and typography, graphic factors of images. In addition, we can easily see increasing cases where what a designer intends is visualized using creative typography in diverse mass media such as TV commercials, movies or web. Thanks to the effects of this trend, various ways of manufacturing works have been proposed in the field of motion typography by applying diverse factors including verbal ones, time, form, motion, colors, and sound for the purpose of expressing formless semantic notions through visual form of typography. However, physiological features such as sex, age, health status, pathological conditions, and body size can have a bigger effect on the process of real communication. Therefore, if property of quasi-verbal sound can be reflected appropriately in motion typography where communication is expressed only by visual form, it can enable people to understand what a designer intends faster and more exactly.

• International Journal of Costume and Fashion
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• v.5 no.2
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• pp.68-77
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• 2005

In contemporary advertising market, one of main trends is to speak surrealistic visual language which provides 'enjoyable spectacles'. Specially, in the beginning of 21st century, there discovered more and more exhibitions and discourses about surrealism reinterpreted from the viewpoint of postmodernism. Surrealism as a creative style of expression based upon free association, has been a great inspiration for fashion ads for commercial communication as well as fashion design since its origin. However, there has been ignored the idea of analyzing surrealistic image expressed in fashion ads in spite of their flood. Accordingly, the purpose of this study is to grasp its cultural meaning through analyzing aesthetic characteristics of surrealistic image expressed in fashion ads. It will provide a better understanding of surrealistic image in fashion ads reflecting popular taste and preference directly as popular visual culture, focusing on post modern context. A case study of surrealistic fashion ads limits to TV or print commercials and digital ads as image ads stimulating visual expressions. The Results can be summarized as follows. Surrealism is an avant garde style which deconstructs the established meaning system as well as the existing formalistic order and then put them together in the frame of 'dream' and 'unconsciousness'. Defamiliarization questioning the whole edifice of representation can be adapted to. By means of paradox and metaphor, unfamiliar new visual world can be represented. The plastic characteristics of surrealistic image in fashion ads are founded as surrealistic styling of time and space, distortion of object by methods of automatism, depaysement, parody and trompe-l'oeil which bring about the deconstruction of gestalt. Aesthetic values of surrealistic fashion ads appear as dualistic representation, allegoric symbolism, fantastic romanticism. Ultimately they lead to marvelous. mysterious, humorous visual effects. Foster reinterpreted these effects of surrealism from Freud's 'Uncanny Concept'. 'Uncanny' means the phenomenon recurring to familiar being defamiliarized by repression. Surrealistic fashion ads strengthen this shocking effect more and more dramatically in company with our post modern needs for fantastic adventure and thrilling spectacle. It can be thought that surrealistic fashion ads reflects uncanny as an alternative which can relieve us of our stress and anxiety and which realize our potential desire in contemporary post industrial stage.

• The Korean Journal of Community Living Science
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• v.24 no.3
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• pp.313-325
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• 2013

The purpose of this study is to investigate impulse buying and the searching for sources of information among males and females in their 20s by their utilization of sales promotion in an internet fashion shopping mall. The findings were as follows: First, there was a statistically significant difference in the use of sales promotion by age and gender. Second, two factors, such as a price-oriented utilization of sales promotion and a non price-oriented utilization of sales promotion were extracted from the analysis of sub factors of the utilization of sales promotion in an internet fashion shopping mall. Third, five factors, including affective impulse buying, provocative impulsive buying, situational impulse buying, reminder impulse buying, and pure impulsive buying, were extracted from the analysis of sub factors of impulse buying in an internet fashion shopping mall. Fourth, the utilization of sales promotions in an internet fashion shopping mall had statistically significant effects on the sub factors of impulse buying, provocative impulse buying, situational impulse buying, reminder impulse buying, and pure impulse buying. Fifth, the analysis of the correlation between the utilization of sales promotion and the searching for sources of information revealed that price-oriented utilization of sales promotion had a correlation with DM or text message, advice from friends or family, advice from a sales person, information from friends or colleagues, celebrity supporters on TV dramas or movies, and product commercials and information.

• The Journal of the Korea Contents Association
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• v.15 no.12
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• pp.493-503
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• 2015

This study examined the effect of brand trait transference under the premise that if the public images of advertisement model have influences on the brand through advertisements, the brand image traits will also affect the advertisement model in reverse. For the external validity of the research, TV commercials as well as print Ads were made for this experiment with currently active real brands and real celebrity endorser through pre-test. Research was conducted with 8 groups which was designed 4 Ad exposure situations(1 control group & 3 brand Ads) X 2 models(celebrity vs non-celebrity). As a result, the effects of brand trait transference were more notably observed in the cases of a noncelebrity endorser than in celebrity endorser. All the brand image traits of selected brands in the experiment(good-natured, of high-class, energetic) were transferred to the noncelebrity endorser, while some selective traits were transferred to celebrity endorser who already had a solid public image.