스포츠 스폰서십 효과 모형 검증

차영란 한국언론학회 2007 한국언론학회 학술대회 발표논문집 Vol.2007 No.-

대학 홍보의 제반 커뮤니케이션 매체 활용과 수용에 관한 연구

차영란(Young Ran Cha) 한국PR학회 2001 PR연구 Vol.5 No.2

In order to attract the qualified freshmen, recently every university mobilizes all kinds of publicity means applied for students, high school teachers and parents. Though the external PR is important, the importance of the internal PR should not be ignored in this situations. So, this study is designed to show the effective public relations(PR) plan for the university targeting the internal public such as professors, students staffs who have been overlooked until now. This study looks at the application of various communication media and the effect which the communication channel has on the university PR. Also it analyzes the desirable message of university PR through the research on the objectives and the major targets of the PR. This study is expected to lead to the development of various strategies and methods for the efficient university PR in the future.

고객의 마음 속으로 걸어 들어가기: 교보생명 기업PR 캠페인을 중심으로

차영란 한국광고학회 2007 광고학연구 Vol.18 No.5

기업의 스폰서십 활동이 후원효과에 미치는 영향 분석 : 선호도, 후원목적, 후원형태를 중심으로

차영란,허성호 한국광고학회 2008 광고학연구 Vol.19 No.5

한국광고학회 30년을 통해 살펴본 과거와 현재 그리고ㆍㆍㆍ

차영란,유현중,최명일 한국광고학회 2020 광고학연구 Vol.31 No.1

한중 번역에서 부사어와 서술어의 관련성에 대한 연구

차영란 이중언어학회 2004 이중언어학 Vol.24 No.-

Che Yinglan. 2004. 2. 29. A Study on the Relations between Adverbial and Predicate in Translating Korean into Chinese. Bilingual Research 24, 241-265. This paper studies the relations between adverbial and predicate in translating korean into chinese. A degree adverb and a state adverb were considered among the adverbial. Two types of the predicate, the only main verb and the main verb with an auxiliary verb, were used for analytical translation. The result is as follows. 1. An adverbial is directly restricted by a predicate when a korean adverbial translates into a chinese one. 2. In case using a main verb only, it becomes somewhat complicate to translate a korean adverbial into a chinese one. 3. In the case of the main verb with auxiliary verb, the meaning of auxiliary korean verb represents a chinese complement and the korean adverbial must be translate into the chinese adverbial. When the meaning of auxiliary verb is not introduced a chinese complement, the korean adverbial may be translated a chinese adverbial or complement.

한류 콘텐츠의 간접/가상광고 활성화 전략에 관한 연구

차영란(Young-Ran Cha) 한국광고PR실학회 2021 광고PR실학연구 Vol.14 No.2

지난 2019년 정부는 콘텐츠 강국으로의 성장을 적극적으로 지원하겠다는 의지로 ‘콘텐츠 산업 3대 혁신전략’을 발표하였다. 우리나라는 2018년 한해 100억 달러의 문화 콘텐츠 수출을 달성하며 세계 7위의 콘텐츠 강국으로 성장하였으며, 한류 콘텐츠 연관 소비재 및 관광 수출액도 50억 달러를 넘었다. 이에 본 논문에서는 콘텐츠의 교류를 통해 기업들의 해외 진출을 활성화할 방안을 제시하고자 한다. 구체적으로는 콘텐츠 확산에 힘입은 다양한 형태의 광고인 간접/가상광고를 통해 글로벌 기업의 경쟁력을 높이는데 미치는 영향을 파악해 보고자 한다. 따라서 본 연구는 코로나 이전과 이후의 한류를 통한 변화를 살펴보기 위해 뉴스 기사들을 텍스트 분석하였다. 빅카인즈를 통해 데이터를 수집하여 빈도분석 및 워드 클라우드를 파악했으며, R프로그램을 활용하여 LDA토픽모형 분석과 딥러닝 기법인 Word2vec을 통해 주요 토픽과 문서분류를 하였다. 또한, 한류와 간접/가상광고에 관한 전문가 8명과의 심층 인터뷰를 통해 OTT 등 미디어 소비환경에 대비한 간접/가상광고의 대응방안을 마련해 보았다. 아울러 드라마 중심의 한류에서 벗어나 다른 장르나 포맷에서의 간접가상광고의 가능성을 살펴보았다. 마지막으로 한류에서의 간접/가상광고 활성화를 위해서 정부/지원 기관과 방송사/PP 및 광고대행사의 역할을 제시하였다. 따라서 본 연구를 통한 연구결과는 국내 기업의 글로벌 입지를 다지는데 필요한 간접가상광고를 효과적으로 활용할 수 있는 방안에 대해 이론적 및 실무적으로 적용할 수 있는 다각적인 전략을 제시하는데 그 의의가 있다. In 2019, the government announced the ‘Top 3 Innovation Strategies for the Content Industry’ with the intention of actively supporting growth as a content powerhouse. In 2018, Korea reached $10 billion in cultural content exports in 2018 and has grown to become the world s seventh-largest content powerhouse. Therefore, in this paper, I will suggest a way to promote companies overseas expansion through the exchange of contents. Specifically, I would like to understand the effect of increasing the competitiveness of global companies through PPL/virtual advertising, which are various types of advertising driven by content diffusion. Specifically, this research will examine the impact of enhancing the competitiveness of global companies through PPL/virtual advertising, which are various types of advertising driven by content diffusion. Therefore, this study text-analyzed news articles to examine the changes through the Korean Wave, PPL and virtual adverting before and after Covid-19. I collected data through Big Kinds to understand Frequency Analysis and Word Cloud. Using R program, LDA topic model analysis and deep learning method Word2vec were used to classify major topics and documents. In addition, through in-depth interview with eight experts on Korean Wave and PPL/virtual advertising, I prepared a countermeasure against PPL/virtual advertising in preparation for the media consumption environment such as OTT. I then explore the possibility of PPL/virtual advertising in different genres and formats, away from the Korean Wave centered on drama. Lastly, I suggest roles of government/support agencies, broadcasters/PP, and advertising agencies in order to promote PPL/virtual advertising in the Korean Wave. Therefore, the research results from this study have significance in presenting various strategies that can be applied theoretically and practically to a method to effectively utilize PPL/virtual advertising necessary to strengthen the global position of domestic companies.

3DTV 도입에 따른 플랫폼 시장 및 광고시장의 변화

차영란(Young-Ran Cha),김희경(Hee-Kyung Kim) 한국콘텐츠학회 2012 한국콘텐츠학회논문지 Vol.12 No.4

본 연구는 3DTV 관련 주요 정책 쟁점을 단말기와 설비제조 단위가 아니라 플랫폼 사업단위에서 고찰하고자 했다. 플랫폼 사업 단위에서 현재까지의 3D 정책이 어떤 문제를 가지고 있으며, 3DTV가 방송시장에 상용화되었을 경우 나타날 수 있는 쟁점을 논의하고자 한다. 주요쟁점으로는 지상파 플랫폼의 주파수 정책, 유료 플랫폼 사업자의 부가서비스 활성화, 그리고 지상파 콘텐츠 재전송과 광고시장 정책에 대하여 논의하고 전망을 고찰하고자 한다. This study is to consider the major policy issues related to 3DTV in terms of the platform projects, not the terminal and equipment manufacture. It reviews what problems the 3D policy in terms of the platform projects has posed so far, and discusses the issues that may appear when the 3D TV is commercialized in the broadcasting market. The major issues dealt in the study include the frequency policy of the terrestrial platform, the additional services activation of the pay platform players, the retransmission policy of terrestrial broadcasting, and the advertising market policy.

VR · AR 광고 시장의 현황과 전망

차영란 水原大學校 2018 論文集 Vol.32 No.-

VR(Virtual Reality) and AR(Augmented Reality), representative technologies of immersive media, are popularized as day-to-day technologies that virtually anyone can experience without much difficulty. The active investment and development in the device development and platform of both VR and AR from Tech Giants such as Google, Facebook, Apple, Amazon, and Microsoft have shown confidence in the future of immersive media. Marketers have actively accepted the immersive media to engage companies with customers more personally and immensely than before. Obstacles such as expensive content production fees and the need of prevalence of HMD surely exist. A more practical discussion is required for immersive media based on VR and AR to settle firmly on the advertising platform. Given this background, this research searches out the current state and outlook of the advertising platform market in VR and AR in hopes of providing a foundation to invigorate VR and AR in the advertising field.

부유층의 심리적 특성과 소비행태의 관계 분석

차영란,리대룡 한국방송광고공사 2003 광고연구 Vol.0 No.59

본 연구는 최근 우리나라에서 일고 있는 부자열풍에 대한 현상을 심리·사회적인 측면에서 분석하였다. IMF를 겪으면서 사람들은 가슴속 깊이 묻어두었던 부자의 꿈을 다시 꾸게 되었고, 부자들은 어떻다는 것을 실감했을 것이다. 2002년 초‘부자되세요!’라는 광고가 세간의 화제가 되면서 부자의 꿈이 열풍처럼 일기 시작했는데, 본 연구자들은 일차적으로 부유층의 인구학적 특성에 대해 알아보고, 심리적 특성(체면의식, ‘귀하신 몸’의식 등)과 소비행태와의 관계를 분석하였다. 자료는 월소득 400만원 이상 되는 사람들 363명(남자 175명, 여자 185명)을 대상으로 수집하였다. 부유층의 심리적 특성을 분석하기 위해 자아존중감, 체면민감성 및‘귀하신 몸’의식을 조사, 분석하였다. 재산 20억원과 월수입 800만원을 기준으로 부유층을 상하 집단으로 나누어 심리적 특성과 소비행태에서의 차이를 분석한 결과, 부유층일수록 자아존중감, 체면민감성 및‘귀하신 몸’의식이 높게 나타났고, 체면민감성이 높을수록 과시적인 소비를 하고 있는 것으로 나타났다. This study was to explore demographic characteristics of the affluent in Korea. In addition, the goal of this research was to analyze the psychological characteristics such as self-esteem, Chemyon-sensitivity, and self-precious consciousness and consuming behavior of the affluent. A total of 363 adult respondents (Male=175, Female=185) participated in this study. Their average age was 53 years old and 84.8% of them were college graduated. The most common occupation of the affluent was self employed, and the common title was owner/founder. Secondly, the present researcher analyzed the differences between the groups according to self-esteem and recognized selfpreciousness. The affluent in Korea had so much self-esteem, showed higher selfpreciousness. The wealthier the people, the more they showed conspicuous consumption when they made a purchase. Therefore, the cause of prideful purchasing was their dignity and self-preciousness. Bandwagon effect showed that the rich people with lower self-esteem follows the trend more. Snob effect indicated that the richness and self-esteem influenced on unique distinctive and personal characteristic in consumption. Hedonist effect showed that wealthier people with higher self-pride sought emotional enjoyment in consumption. Finally, perfectionist effect showed that higher self-esteem group, higher self-dignity people and higher self-pride group purchase products more logically. Therefore, the main cause in consumption of the affluent was purchasing consciously with dignity and self-pride. This study will be a significant element on advertising and the marketing place in Korea regarding the affluences psychological and social characteristics through acknowledging what kind of consumption the affluent participates in.