본 연구는 불법 도로변 야립광고가 초래하는 문제점과 이를 해결하기 위한 다양한 해법의 실효성을 분석하였다. 불법 광고물은 도시 경관 훼 손, 교통안전 위협, 합법 광고물 효과 저해 등의 문제를 야기하고 있다. 이에 선행연구를 통해 불법 도로변 야립광고 방지를 위한 법적, 기술적, 경제적, 사회적 해법을 제안하고, 이러한 해법들이 소비자의 매체 신뢰 도, 광고태도, 광고회피 행동에 미치는 영향을 조사하였다. 200명을 대상 으로 한 정량 조사 결과, 법적 해법과 사회적 해법이 주관적 규범의 활 성화에 큰 영향을 미치는 것으로 확인되었으며, 활성화된 주관적 규범은 매체 신뢰도를 높이고, 이는 광고 태도에 긍정적인 영향을 미치며, 광고 회피 의도를 감소시키는 것으로 나타났다. 이러한 결과는 불법 도로변 야립광고 방지를 위해 다양한 해법들을 함께 진행하는 병행 전략이 필요 함을 시사한다.

본 연구의 목적은 리브랜딩 과정에서 브랜드 아이덴티티 변화가 광고 커뮤니케이션 내러티브에 미치는 영향을 분석하는 데 있다. 이를 위해 기아의 리브랜딩 전후 슈퍼볼 광고 4편을 대상으로 그레마스의 행위자 모델과 토도로프의 서사 구조 이론을 적용하여 비교·분석하였다. 분석 결 과, 리브랜딩 이전 광고는 자동차 성능과 주행 환경을 강조하는 기능 중 심 내러티브로 구성되었으며, 자동차는 물리적 장애를 극복하는 기술적 조력자로서의 역할을 수행하였다. 반면, 리브랜딩 이후 광고는 소비자의 일상과 감정적 여정을 중심으로, 자동차가 삶의 동반자로 변화하며 인간 적 가치를 전달하는 내러티브 구조로 전환되었다. 이러한 변화는 기아가 모빌리티 솔루션 기업으로 전환하는 브랜드 정체성을 반영한 것으로, 광 고 내러티브가 기술적 성취에서 정서적 공감과 사회적 메시지로 확장된 사례로 평가된다. 본 연구는 광고 내러티브 연구를 확장하는 동시에 브 랜드 커뮤니케이션 전략 수립에 이론적·실무적 시사점을 제공한다.

This study aimed to investigate the language usage of outdoor advertisements and find ways to improve it from the perspective of public language. Anyone is exposed to signboards without limitations, and it allows the public to learn fixed language forms for a long time. Therefore, it has both direct and indirect effects on the public’s language lives. This study focuses on sign language as a public language. Here, signboards from four districts in Gyeonggi-do were collected and analyzed in three ways. Signboards marked only in Korean accounted for a relatively large proportion of the main words, whereas mixed types of characters were used together in the subwords. In addition, there were cases of intentional violation of the language norm and listed only the initial consonants, those conscious of ambiguity. Results show that follow-up studies, such as conducting an additional survey, designating a demonstration area for the practical maintenance of sign language, and preparing guidelines for the production of outdoor advertisements, are expected to continue.

이 연구의 목적은 기금조성용 옥외광고 산업의 현재를 분석하고, 산업 의 발전을 저해하는 요인으로 평가받는 불법 도로변 야립광고에 대한 해 법을 제시하고자 하는 것이다. 이를 위하여 전문가를 대상으로 하는 심 층 인터뷰를 실시하여 그 내용을 분석하였다. 이를 통해 본 연구는 기금 조성용 옥외광고가 옥외광고 산업의 발전에 중요할 역할을 했음을 확인 하였으나, 시스템과 비즈니스 차원에서 해결해야 할 여러 문제점이 있음 을 발견하였다. 또 불법 도로변 야립광고의 난립을 방지하기 위해 법적, 기술적, 경제적, 사회적 해법에 대한 전문가들의 다양한 의견을 수집함으 로써 관련 산업 정책에 대한 의미있는 기초자료를 제공한다는데 의의가 있다.

To reveal the mechanism of the effect of the saliency and content fit of implantable advertising of time-honored brands in Liaoning Province on consumer purchase intention, a three relationship model was constructed based on the S-O-R theory and empirically tested. Research has shown that both the saliency and content fit of implantable advertising have a significant positive impact on consumer purchase intention, and perceived value plays a significant role in the saliency of implantable advertising; There is a significant mediating effect between content fit and consumer purchase intention. This study reveals the complex mechanism of the impact of the saliency and content fit of implantable advertising on consumer purchase intention of time-honored brands in Liaoning Province, providing theoretical support for improving the promotional effect of time-honored brands.

Recently, there are some outdoor floor advertising lighting devices as one of the active marketing methods. However, for outdoor use, there are many restrictions due to the Outdoor Advertisement Act, according to requiring high-output heat generation, waterproofing, and AC power, etc. The purpose of this study is to develop a Duo Light product optimized for indoor use through publicity and information guidance in normal times and automatic evacuation route guidance display in case of disaster, in conjunction with disaster safety. To that end, patent search and patent association analyses were conducted, and a comparative analysis with commercial products was conducted as a case study. In addition, prototypes were designed and produced through the review of operation principles, where field environment surveys and self-tests were conducted. Also, technology roadmaps were presented by preparing plans for expandability and advancement of products. For the analysis of technology commercialization, the feasibility of technology commercialization was examined through the analysis of Jolly’s Model and Lean Canvas Model. The results of this study will be able to contribute to minimize human damage through the effective response to disasters, which can increase the effect of indoor advertising by using the proposed indoor floor advertising lighting device in advertising and disaster situations.

As the popularity of gaming has increased, the importance and effectiveness of in-game advertisements have become more relevant to marketers. However, despite this development, both marketing academics and practitioners do not fully comprehend how consumers respond to in-game advertisements. This study focuses on the dynamics associated with in-game advertisements, considering the privacy concerns and ad relevance expectations of consumers/gamers.

Fast-paced advancements in technology demand swift adaptation and presents new opportunities and challenges for the optimization of communication, especially for advertisers. Digitalization and new developments in ICT have brought significant changes to the ways in which information, especially promotional messages, is disseminated to consumers. Additionally, with explosive interests in anticipation of fully autonomous vehicles, this study identifies and addresses the potential to optimize communication in an under examined digital media environment – in-vehicle infotainment system. Therefore, this study proposes a text-image embedding method recommender system for the personalization of multimedia contents and advertisements for in-vehicle infotainment systems. Unlike most previous research, which focuses on textual-only or image-only analyses, the current study explores the understanding, development and application of text embedding models and image feature extraction methods simultaneously in the context of target advertisement research. Overall, this study highlights the need to adapt to the ever-evolving technological landscape to optimize communication in various digital media environments. With the proposed text-image embedding method, this study offers a unique approach to personalizing multimedia content and advertisements in the under-explored digital media environment of in-vehicle infotainment systems.

This study researches the restaurant industry in Seoul during the late 1940s. The research was based on the four major newspapers in Korea. The data included a total of 227 businesses with 164 non-fusion restaurants that served single-nation type food consisting of 101 Korean, 31 Western, 20 Japanese, and 12 Chinese. Some examples of South Korean dishes are Masan, Daegu, and Jeolla-do-style local foods. As for North Korean food, Pyongyang-style bulgogi, Naengmyeon, Hamheung-style janggukbap, and Gaejangguk were introduced frequently. Chinese restaurants that appeared were highend places with Beijing-style cuisine. In the case of Japanese restaurants, they mostly had Sukiyaki with Joseon food served as well. Moreover, Western restaurants were fusioned with Japanese as in pork cutlet and curry rice. Others are comprised of “French Cuisine”, “Indian curry rice”, “Steak”, and “Russian soup”. This analysis indicates that foreign cuisines had actively entered the market.

This study aims to critically analyze how gendered spaces and gender images are expressed verbally and non-verbally in the latest information and communication advertisements. The results showed that the gendered space appeared although it had nothing to do with the information and communication devices or advertisement content. The gender-specific spatial distinctions and restrictions fully reflected the stereotypes of gender roles. Sexist images also emerged in the verbal and non-verbal expressions with images of women being reproduced in a more negatively compared to that of men. Regarding frequency, many aspects limited and revealed “the differing interests and characteristics of gender”, which were expressed both verbally and non-verbally. The emphasis on women's appearance stood out non-verbal, albeit superfluously. It is a problem that these gender images and perceptions are fixed or reproduced through mass media.

The aim of this study is to investigate the positive impact of accented voice-over ads in the globalized consumer market and the factors that affect the purchasing intentions for the products being advertised. Two studies were conducted to examine the factors that affect consumers’ perceptions, attitude, and purchase intentions of the voiceovers in online advertisements.

This paper discusses the influence of QR codes on consumers’ purchase decision in green advertising. We found that QR codes can improve advertisement value, perceived green value, and green trust. This relation eventually leads to a positive influence on consumers’ purchase intention.

Introduction “In a world where mobile has become our primary device, marketers should think about mobile as a sound off environment, where users hate being interrupted with sound.” －Caroline Hugonenc (2019), Global VP Research & Insights at Teads.tv The soundless video ad is the new trend online ad that received little attention (Campbell & Pearson, 2019). Facing the new trend of soundless video ads, this research aims to explore how to improve consumers’ attitudes toward soundless video ads by manipulating subtitle. Drawn on process fluency theory (Reber et al., 2004), this research aims to answer three research questions to help practitioners design effective soundless video ads. RQ1: Can adding subtitle to a soundless video advertisement (ad) increase consumers’ positive attitude? RQ2: Does the font type of subtitle influence consumers’ attitude? RQ3: Does the interaction effect of font type and subtitle position influence consumers’ attitude?

Although milk, which is a representative western food, has a more than 100-year history in Korea, the preference is controversial. This study examined the milk history of Choseon in 1884~1938. This period was divided into 4 periods regarding the westerner’s records and advertisements. Westerners who visited Choseon in 1884~1895 (1st period) recorded the eating habits of Choseon,i.e., no milk consumed, even in insufficient food situation. Among the westerners, medical missionaries began to show or/and recommend condensed milk for sick children. In 1896~1909 (2nd period) newspapers, general shops in Hanseong for westerners showed advertisements of dairy products. In the 1900s, condensed and raw milk were advertised through newspapers. Domestic ranching systems to produce raw milk were established at that time mainly by Japanese. In the 1910s (3rd period), raw milk and condensed milk were advertised in newspapers. Since the mid-1920s (4th period), dairy products were bisected into condensed and powdered (dried) milk. Moreover, many Japanese manufacturers appeared in the advertisement in the 1920s. These results suggest that milk has been recognized as a symbol of an enlightenment food in Korea since the late 1900s, but the old negative wisdom, unfamiliar taste, and high price of milk at that time limited its appeal.