• Journal of the Korea Convergence Society
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• v.9 no.2
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• pp.145-150
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• 2018

Recently, it has been continually researched that the advertising regulation should be tightened since suggestive advertising in Internet affect more negatively juveniles. Most of the researches seem to overlook an important fact that the objects of the researches, suggestive advertising are different from the harmful advertising to juveniles defined by the Juvenile Protection Act because they approached with ethical perspectives, not legally. It can be judged that the suggestive advertising in the past researches are not actually harmful advertising regulated by the Act, so the suggestive advertising should be properly managed for protecting juveniles, not banned. In this context, this study suggested that more proper and reasonable advertising regulations in Internet environment for protecting juveniles, with reviewing the problems of regulation system of media product harmful to juveniles, focusing on the differences between 'suggestive' and 'harmful' advertising to juveniles by the Act.

• Journal of the Korea Convergence Society
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• v.12 no.8
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• pp.115-122
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• 2021

This study attempted to examine how Personalization Advertising and Customization Advertising strategies affect consumers' Aad among AI-based Programmatic Advertising strategies that have been actively conducted recently. To this end, the relationship between two advertising strategies, the transportation, the overall emotional experience that occurs when acting, and Aad was examined structurally. As a result of a survey of 110 general people, Personalization Advertising had a negative influence on consumers' transportation, and the Customization Advertising strategy had a positive influence. In addition, transportation had a positive influence on the Aad. These results suggest the needs to actively induce consumers into Customization advertising situation, rather than the company's mechanical analysis and exposure-oriented advertising strategy.

• Journal of the Korean Society of Costume
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• v.51 no.3
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• pp.19-31
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• 2001

The purpose of this study was to construct fashion banner advertising strategy. For this purpose, the following hypotheses were set up : (a) analyze the present state of the fashion banner advertising, (b) examine whether it is any difference of the fashion banner advertising by their demographic variables, media using groups, clothing involvement and brand loyalty. A sample of 553 people in the age group 16-34s living in Seoul were selected from internet users. The data were analysed with Frequency, Percentage, ANOVA. Duncan test by using SPSS Package. The results of this research were as follows : First, fashion banner advertising took the first step. there was small in number. Second, it was found that the attitude of fashion banner advertising had some difference depending on their demographic variables, media usage groups, clothing involvement and brand royalty. Female in lower age groups were greater interests in illustrated/inquisitive fashion banner advertising. And high involvement groups preferred the fashion banner advertising.

• International Journal of Costume and Fashion
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• v.17 no.1
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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.

• International Journal of Contents
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• v.13 no.1
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• pp.76-85
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• 2017

This paper compares the difference in the degree of advertising avoidance between traditional media and the Internet. The study also examines customers' beliefs, attitudes, and behavior toward advertising to build a theoretical model that explains advertising avoidance. A survey was conducted to identify the influential factors. Findings indicate that on comparison, YouTube advertisements on the Internet were more problematic than TV commercial breaks, leading to high advertising avoidance on the part of consumers. Finally, using path analysis, a general advertising avoidance model based on the belief-attitude-behavior hierarchy is tested. The model shows that certain beliefs about advertising have direct effects on advertising avoidance behavior as well as on the attitude toward advertising.

• Archives of design research
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• v.14
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• pp.9-18
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• 1996

This is a study for importance of creativity in design. In the modern industrial developments in Korea has brought increase of consumptional products, by this reason. we are interested in the advertising industry for purpose of booming currents. But Comparing with the development of general advertising industry, it is not so long that understanding of advertising design has become important problm and spacially importance of creativity. Therefore According as the usefulness of advertisement is growing, we are concerned of the study of advertising effects. Now creatived expression is required without a moment delay because of the point of discrimination about too many advertisements. So, Advertising design has a role of positive communication which is passed into the life of modern man deeply. So for the dffective and impactive communication in the short time and on the limit space against implicative message, the study for importance of creativity in advertising expression has common purpose contact floody advertising everyday. Therefore this thesis try to seek Strategies of creativity in order to effective advertising expression.

• Journal of Fashion Business
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• v.13 no.4
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• pp.154-162
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• 2009

The purpose of this study was to examine if there are the differences in advertising effects among three fashion sexual advertisements in terms of sexual appeal levels(high/medium/low). Through three pre-tests, three stimuli were chosen for this study. Three hundred female college students in Seoul participated in this study. For data analysis, descriptive statistics, factor analysis, ANOVA analysis, and reliability test were used. The results were as follows: First, from the factor analysis on advertising attitudes, three factors such as emotional, behavioral, and cognitive factors were produced. Second, there were significant differences in three sexual appeal levels among three advertising attitude factors. Third, there was also a significant difference in three sexual appeal levels on brand attitude. Finally, there was not a significant difference in the sexual appeal levels on purchase intention. Based on these results, this study would provide significant and efficient fashion advertising strategies to fashion advertising marketers and advertisement creators as implications.

• Journal of Digital Contents Society
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• v.18 no.4
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• pp.681-690
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• 2017

This study is to find the effectiveness of advertising acceptance through NFC advertising and mobile in a cinema environment. The results are as follows. First, personification and participation among interacitivity factors had a positive impact on advertising acceptance. Second, advertising value of NFC advertising had a partially positive impact. Perceived usefulness and ease of use, perceived entertainment, and innovation alos had a positive impact on advertising acceptance. Finally, interactivity, followed by advertising value, had impact on the acceptance of NFC advertising.

• Korean Journal of Human Ecology
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• v.8 no.2
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• pp.339-353
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• 1999

This research was to identify the relationships between sex role attitude and the preference of fashion advertising formatted by sex role expression, and to examine the relationships among sex role attitude and sociographic variables. This research has been done for 618 university students and working group who are living in Cheongju and Seoul. For data analysis, descriptive analysis, ANOVA, and t-test were used. The results are the following: 1. In the view of the preference of fashion advertising, the stereotypical fashion advertising has more point than the androgynous fashion advertising. 2. The advertising formation preference showed a little difference significantly by sex role attitude. The group with conservative sex role preferred the stereotypical fashion advertising. The group with open-minded sex role preferred the androgynous fashion advertising. 3. Women preferred the androgynous advertising. As the aged, they preferred the stereotypical fashion advertising and have the conservative sex role. University students have more intention to buy with an androgynous fashion commercial than working group have and they have the open-minded about sex. The group subscribed the fashion magazine has more preference for androgynous fashion advertising, as they have more open-minded sex role than other group not subscribed the fashion magazine. This results imply that the androgynous formatted advertizing is still hard to get the influence of a general market promotion because most consumers have a low androgynous fashion advertizing preference. The preference of the fashion advertizing which expressed a sex role showed significant differences as social demographics, and a sex-role attitude. Therefore, the market segment and advertising strategies which are based on sex role and consumer characteristics would be very effective.

• Journal of Digital Convergence
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• v.12 no.7
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• pp.103-112
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• 2014

The virtual advertising which emerged in new technology environment and new advertising environment has been executed lately. The right regulation of virtual advertising is very important to the growth of it, because virtual advertising is new form of advertising and it can change program contents easily. In addition, it's time for considering the overall supplementation of virtual advertising regulation, based on the results so far achieved. In this sense, this article examined the regulation of virtual advertising which has been executed since 2010. It first examines the characteristics of advertising in digital media convergence environment and the growth and effect of virtual advertising. Then, research problems were suggested. Based on the research problems, it examines the status of virtual advertising regulation for each country. Then, it analyzes and discusses the major issues related to today's virtual advertising regulation. The article concludes with policy recommendations.