• Proceedings of the Korea Society of Design Studies Conference
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• 2003.05a
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• pp.220-221
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• 2003

• Proceedings of the Korea Society of Design Studies Conference
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• 2001.10a
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• pp.34.1-34
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• 2001

• Proceedings of the Korea Society of Design Studies Conference
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• 2004.05a
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• pp.62-63
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• 2004

• The Journal of the Korea Contents Association
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• v.9 no.11
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• pp.363-375
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• 2009

This study is to verify effects of banner advertising by context effect in web contents. For this, it analyzed the effects of banner advertising by association of internet article's contents, emotion, difficulty of article and the level of involvement. According to the result of experimental design, banner advertising effects by context effects of web contents were high in the following cases; in the case when the contents were highly associated with banner advertising; in the case when the positive emotions were formed by the internet article; in the case when the difficultly of article was low; and in the case when consumer's involvement was high. And also, when the contents were highly associated with the advertising, the content effects of web contents were high even in the case when the negative emotions were formed; in the case when the difficulty of article was high; and consumer's involvement was low.

• Journal of Digital Convergence
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• v.10 no.10
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• pp.505-510
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• 2012

As games have been used throughout the advertisement design in diverse ways, the paradigm of the internet advertising has also been changed. At the same time, there has been a growing tendency among companies to maximize the purpose of advertising by using game-like internet banner advertising, which provides internet-users with the information of the advertisements by exposing specific information, brands, characters, or image. In spite of the quantitative expansion of the game-like internet banner ads, according to a survey with regard to their click-through rate(CTR), the result indicates the CTR is less than 0.5%. Therefore, this study aims to examine what types of displaying elements of the game-like banner ads gaining in popularity can leave the users with a strong impression, and also to explore what types of displaying elements need to be highlighted for the users' active and aggressive access to internet banner advertisements. Currently advertised game-like banner ads on the internet web sites in different fields are selected. Then, they are analyzed by using seven categories. The findings are expected to lay out systematic and practical guidelines for the future production of game-like banner ads.

• Proceedings of the Korea Society of Design Studies Conference
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• 1999.10a
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• pp.56-57
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• 1999

인터넷은 일반 초보자들이 사용하기 쉬운 정보검색 도구의 개발, 상호작용이 가능한 멀티미디어 환경, 다양하고 무한한 정보와 쉬운 정보창출 등과 같은 장점 때문에 지속적인 성장을 하여왔다. 인터넷이 실험매체로서의 모색단계에서 벗어나 본격적인 매체로 성장하고 있는 가운데 기존 4대 매체(신문, 잡지, TV, 라디오)에 이어 제5의 매체로 서서히 자리 매김을 하여 가고 있음을 의미하며 이는 기존 매체의 대중 전달과는 달리 'one-on-one' 매체라는 인터넷의 특징이 광고의 패러다임 전이를 요구하고 있는 것이다.(중략)

• The Journal of Society for e-Business Studies
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• v.8 no.4
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• pp.33-51
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• 2003

The primary objectives of this study were, using data from Internet users in Korea, to determine users' preference of banner ad through two ad properties; ad presentation type (text vs. image) and ad content (product information vs. prize information) by incorporating the level of involvement into research design. Using within-group experimental design by means of subjects' web-based participation in the study, the study result showed that image-based banner ad was significantly preferred to text-based banner ad. It was found that the level of ad involvement had a significant impact on the preference of banner ads. Also it was found that image-based banner ad had a greater effect on ad preference than text-based banner ad in low involvement situation only, Finally, image-based banner ad was consistently preferred to text-based banner ad regardless of involvement level when the banner ad was product oriented. The study findings suggest that adoption decisions regarding banner ad presentation type and banner ad content should be based on the knowledge of both the level of consumer's ad involvement and the interactive effects between ad presentation and ad content.

• Archives of design research
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• v.14 no.2
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• pp.187-196
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• 2001

Today's internet advertisement market is growing rapidly placing great importance on banner advertisements. Still, banner advertisements are being ignored by the users because most of these banners are exaggerated, visually distracted and they usually interfere with internet surfing. These banners make the agents and the users feel displeased and furthermore, make internet market unstable. 'Rich-Media'came in sight as the new way of advertising means in the internet market as the users demand for more dynamic and interactive media. In Rich-Media, sound and animation interact with former animated banner advertisements. Internet advertising businesses inducing web agencies have positive views about Rich-Media, because more information and ideas are shared through aural and visual integration and it is very effective way to draw attentions from the users. In this study, we have examined the effects of Rich-Media advertisements through surveys. As a result, Rich-Media advertisements are superior to ordinary banner advertisements in visual effect, leading interests of users, inducing mouse did(s and providing of information. The recent uses of Rich-Media is just a mere beginning, but we expect to make the Rich-Media an essential medium of internet advertisement as we continue studying the uses and effects of Rich-Media.

• Archives of design research
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• v.17 no.1
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• pp.361-372
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• 2004

This study would focus on two section of comparison about creative : one is on between advertisement in magazines as an old media and banner advertisements in websites, the other is on between woman target-oriented advertisement and man target-oriented one. This study commenced on the basis on the viewpoint of gender-design assuming prevalence of masculine ideology in advertisement in the context of men-built society. How delicate the expressions toward woman in woman target-oriented adverts\ulcorner The objectives of this study is as followed. The stereotype could be seen in magazine adverts and web-banner. We can conclude that changed media environment seldom affects in the old media and new media. Especially color stereotype is appeal.