지방자치단체 인쇄광고의 정보내용, 크리에이티브전략, 표현요소별 유형에 대한 내용분석

이철영 ( Chull Young Yi ),고영아 ( Youngah Goh ) 한국디자인트렌드학회 2010 한국디자인포럼 Vol.26 No.-

The study purpose is to analyze creative elements and strategies of advertising campaigns of local governments and to suggest proper measures to improve public relations marketing communications effects. 250 ads in newspapers and magazines were sampled from for the content analysis with 41 analysis items in five categories including advertising appeal, creative strategy, advertising model, information content, and creative style. As results, local government advertising are in large informational in that they try to deliver information about cultural tourism goods or investment industry attraction through direct headlines in realistic visuality. This demonstrated that advertising for local self-government are rather simple in that they tend to provide information, but do not seem to take much into accounts local characteristics in their creative development. The study results suggest that local government ads need to be much improved to differentiate from the competitors and to contribute more to what`s required in attaining the overall marketing communication goals.

광고 크리에이티브 업무환경과 개인창의성 관계에서 동기부여의 매개적 영향에 대한 연구

이철영 ( Yi Chull Young ),이종락 ( Lee Jong Rak ) 한국디자인트렌드학회 2013 한국디자인포럼 Vol.38 No.-

There is a very few empirical studies on individual creativity in an advertising creative organization. This paper delves into the mediating role of job motivation in the relationship between job condition factors and individual creativity. The research hypothesis are based on the existing studies on the above mentioned two concepts. 260 ad creative professionals are surveyed and the hypothesis tests are done with the causal structural equation analysis. The results are as follows. First, internal motivation do not mediate between team culture and creativity, but, team member relation, job time and resource support are found to affect individual creativity via internal motivation. As for the mediating effects of the external job motivation, job time and resources supports are found to be mediated. The results of the paper have practical implications for effective management of advertising creative teams. We urge further studies in the line that would help to better our the theoretical understanding of how we manage to create advertisement effectively in ad agencies.

병원광고에 대한 일반적 인식과 메시지 소구유형이 병원 광고에 대한 반응에 미치는 영향: 의료 전문가와 소비자 비교를 중심으로

이철영 ( Yi Chull Young ),우예순 ( Woo Yesoon ) 한국디자인트렌드학회 2015 한국디자인포럼 Vol.46 No.-

As the media advertising for medical clinics is increasing, research is needed to develop both regulatory policy and strategic guideline for creative advertising strategy. This paper aims to delve into how medical professionals and general consumers differ in terms of their attitudes towards the medical clinic advertising. And, it also explores how they differ in their responses to different ad appeals: informational appeal vs. emotional appeal. A survey was conducted on medical doctors and general public, and the results are as follow. Both respondent groups prefer emotional advertising. The general attitudes towards the medical clinic advertising affect the attitudes towards the advertisement shown in the survey, while emotional advertising exerts more influences with more attitudinal effects on the side of the general public.

비주얼과 텍스트의 과장성이 광고커뮤니케이션 효과에 미치는 영향

이철영 ( Chull Young Yi ),박정 ( Jeong Park ) 한국디자인트렌드학회 2009 한국디자인포럼 Vol.23 No.-

The purpose of this study is to present creative strategy enhancement methods and effective communication framework by evaluating how exaggeration in advertising effects advertising communications at different levels of product involvement of the consumers. Through pre-test, realistic and exaggerated visuals along with realistic and exaggerated text were selected to make 4 types of test ads. The variables measured in the research were product involvement, advertisement exaggeration and advertisement effect. Advertising communication effect was measured in cognitive, emotional and behavioral responses. As results, realistic ads are proven more effective than exaggerated ones, and advertising effect for exaggerated ads is greater with visual exaggerations. However, when exaggerated visuals are combined with exaggerated texts, advertising effects can be seriously declined. Therefore, in order to reflect these findings in creative development strategy, visual exaggeration should be actively utilized whereas the text should be restricted to convey realistic messages. Advertisers of low involvement products are encouraged to make best out of exaggerated visuals for better advertising communications effects.

광고 크리에이티브에서 브랜드스토리 유형이 소비자태도에 미치는 영향

이철영 ( Chull Young Yi ),이근형 ( Keun-hyung Lee ),김정은 ( Jung-eun Kim ) 한국디자인트렌드학회 2010 한국디자인포럼 Vol.27 No.-

The purpose of this study is to investigate the influences of the story-telling types on the consumer`s attitudes towards the advertising and the brand. Three advertisements with different story-telling types were shown to 420 subjects. Meaningful results are found out as follows. First, there is a significant difference in liking and understanding for the ads by storytelling types. And, there is a significant difference between story interest and story understanding by storytelling types. There are same patterns of effects on brand attitudes. A few potentials values of the story-telling strategy in advertising creative strategy are proposed for the future study.

유머의 시각적 표현유형에 따른 광고태도와 브랜드태도 변화에 대한 연구

이철영 ( Chull Young Yi ),홍영일 ( Youngil Hong ) 한국디자인트렌드학회 2009 한국디자인포럼 Vol.22 No.-

Our study measures the consumer`s reactions to various types of humorous expression in print advertising and interactive effects of product involvement. As results, humorous types exerts significant impacts on advertising preference, advertising understanding and brand preference. The interaction effect between the humor type and product involvement was observed in advertising understanding. Furthermore, the interactive effects between the degree of individual involvement and the kinds of expression were observed also in advertising preference. The study intends to provide guidelines in development of advertising which uses humor as a main executional strategy

블로그 이용자와 파워블로거의 의사인간관계적 상호작용과 광고 창의적 특성 및 광고이용태도의 관계에 대한 내용분석

차민수 ( Cha Minsu ),이철영 ( Yi Chull Young ) 한국디자인트렌드학회 2015 한국디자인포럼 Vol.46 No.-

This study delves into the recently spot-lighted power blog`s contents and the usefulness of its advertising. It applied the theoretical concept of the relationships of para-social interaction with program characters to a web media, specifically, the blog media. Four measures are utilized in the study. Para-social interaction involvement is measured. The posted advertising creativity degree is measured. And, the content analysis of the posting in the power blogs was executed. This is a natural and unobtrusive tool to obtain the statistics this study intends to collect. Postings in three power blogs in NAVER were analysed and secondary analyses was carried out to look into the research objectives drawn in the paper. The results suggest that, rather than presenting the attributes of the sponsored products or services in the ad, user-beneficial and human-friendly advertising appeals with a sensible usage of ad environment are better off in drawing the blog user`s willingness to utilize the advertising in the blog media.

디지털캐릭터 매칭시스템 개발과 개인미디어 활용에 대한 제안

이기수(Gi-Soo Lee),이철영(Chull-Young Yi) 한국애니메이션학회 2006 애니메이션연구 Vol.2 No.2

젠탱글 패턴 프로그램 교육의 창의성 효과에 관한 질적연구

고수영(Ko Su Young),이철영(Yi Chull Young) 한국기초조형학회 2019 한국기초조형학회 학술발표논문집 Vol.2019 No.5

마샬 맥루한 이론에 나타난 미디어 변이에 관한 철학적 고찰

박정선(Park Jeong Sun),이철영(Yi Chull Young) 한국기초조형학회 2019 한국기초조형학회 학술발표논문집 Vol.2019 No.5