- 1. C O N TE N T SEUREKA 200707 08 12 2011 15 UCC 19 _ 20 ? 24
ATL, BTL 28 . !? 31 - .33 34 37 , ? ? 40 47 Interviwew 48 Interview
50 , . 1 52 , . 255 56 2007 58 , 59 , 67 Book Review 68 Book
ReviewHanyang University Advertising and Public Relations EUREKA
17TH
2. . 17 02 . . , . , . 1/2 , . , , . 17 3. Hanyang University
Advertising and Public Relations EUREKA 17TH08 _09 2011_ 11 UCC _
4. Hot Issue2014 ! ([email protected])1. , . , , 1) ? , , 1896 1
28 . , 1924 1 25 2 5 . 11 . 1921 . . , . 1988 . 1 7 (1920, ) . ,
2002 1921 (IOC) . . 3 . IOC , , . 1924 . 4 . 2014 . 1924 16 258
2010 1 , 1998 18 , 2014 , 2002 19 . . 2006 20 210 . 2010 , ~26 ,
2010 21 2014 . . 2014 .2) (2002 ) , 3 22 . : 2014 2 7 ~ 2 23(17) -
, IT : 2014 3 9 ~ 3 18(10) IOC 80 5,000 . - , 7 15 84 : . : , (1972
), (1998 ) . - , , IT . 8 HYADPR 5. - , 2) , . . , - , , , , , . .
2010 3 . IOC2. . 2014 . , IOC :2014 2 7~23 : 80 , 5,000 , : 300 ,
11 5,000 . : IOC 102 , 2014 2011 :2 14~17 IOC 6 4 . 2008 7 4 IOC .
1) 34 . 2014 11 5,166 3 ., 5 1,366 , 14 3,976 1 8(2006~2014) 117 .(
108,000 ) . 8 41,904 , 34,650 , () 18,862 . 2014 11 5,166 , 5 1,366
, . 7 IOC 14 3,976 . . , . , , , , . 2010 . . 2010 . | |, EUREKA
17th 9 6. Hot Issue . . 3 . IOC (Sport . . for All) (10 31~11
4.23~27 3 ), (ANOCA) 3. 2014 (11 8~12),5.14~20 (OCA) 1) , (12 2 ),
5 (EOC) (12 8 ~9 ) 6.4~10 IOC . (-3 1) (-3) . 3 (-1) () 6.30 () .
() 1 4 23 ()7.1 () . 1 IOC 40 2007. . . 7 7.5 . 4 . 7.5 3 . ,
(Pyeongchang) (Pyeongyang) 10 , IOC South Korea . . 2 . . CNN . 111
BBC 30 2~3 IOC 40% 48 . . 3 7 4 . . . 45 15 2007 ISU (International
Skating Union , . ISU) 500m . , 2007 , ISU 2014 . . FIFA . , , ,3)
, , . ( , ) 2010 . 2003 , 2014 2) . 12 , 10 5 . ( ) ,10 HYADPR 7.
15 2014 , . ( ) 11 , 80, 880m . . IT , . , 3 1 , , . , . MTB 2014
547Km .4 30 8 , , ,, , , , , , , , , , , , , 5 5 . . IOC 8 , 11
2014 , . ,1 , , . . TV KBS , . , 5 () 2 (25) . 3 28 ,(24 ) 8 , 6
7(Brave Brothers ) 2014 .. 23 2014 , 3 26 2014 7 4 IOC 100 23 .
2014 2007 , , . , , . , , . . 2002 4 2014 4 . : , PyeongChang 2010,
2004 Swaddling, Judith, , 2780 , , 2004 , , , , , 2006. 11~ 2007. 4
EUREKA 17th 11 8. Hot Issue 65 2011 . ([email protected])Hot! ! . 4
1991 2 . . (IAAF) . , , . 9 24, The 22.() . , 3 . . 212 , 65 100 TV
. KBS , , , , . 2 11 . 7 3 (, , ) 3, 4 , (1987) (1993), . (1995),
(1999), (2002), (2003) 6 . F1(Fomula One) 3 . , . . 2011 2011 3 7 .
. . G7 . . 4 .2011 1983 .12 HYADPR 9. | | 1983 1987 19911993 1995
1997 1999 2001 2003 2005 2007 2009 ( ), (IAAF), () . 4 . . 2004 9 ,
2011 . 2005 7 2011 . () . , . (IAAF) IAAF . . . . 28 . 19 , .. 25 ,
1980 . . . , . IAAF . . . IAAF 1 . 2003 . (IOC) () 1984 . 400 . .9
, . 2013 . . 2011 . . ? () 80 . . 4 .. 1m .. 80 . . . 2011 200 7(
2,000 2011 . 1,500. 3,500) 3 . , , , . EUREKA 17th 13 10. Hot Issue
YLE . TV 800( 100 ) 2 . 100 . . YLE 2006 700 . 3 . 2 . . 2005 191
2006 198 . . 2004 201 . 8~9 . 11 2 32 . TV . , . 27 220 9 . 65 . 8
7 . . . . 2,932. . 1,272 4,200 5 . . . . . . 700 6 . . . . 2011 .
1991 4 41 . . FTA . . 2011 . 2003 .2011 2005 , , , 1998 , , , 1998
http://www.2011daegu.org http://www.dg-athletics.or.kr 2,000
http://www.kaf.go.kr( 250) . IAAF http://www.iaaf.org
http://www.seri.org .14 HYADPR 11. Hot Issue UCC , 2 .
([email protected])In Web2.0 , By YOU , Do UCC . 8 TIME 2006 , .
YOU . UCC . 2.0 1 (You) , UCC. , 2006 . PC UCC . (You) . , . . You
UCC? . UCC . UCC 2.0 , , UCC . UCC 2.0 . , 2006 . UCC, UCC .UCC UCC
, , , UCC (User Created Contents) . (User) , , . , , , UCC ., (22)
. UCC . .UCC UCC , (EUREKA 17th 15 12. Hot Issue ) . . , UCC . . .
. 3 UCC . 3 UCC . . UCC UCC . 200, 300 , UCC , . 2008 -- . . (Free
. TV Hugs) , -- . , UCC TV UCC . UCC . CF, UCC ? . UCC , UCC . , .
. , OST TV (18) UCC , UCC . CF2006 , UCC, TV 16 (WBC) UCC , , , .
UCC . ,| 2006 UCC TOP 10 | 1 2 3 2008 -- 4 2 5Free Hugs Free Hugs
OST TV 6OST 7 8 9 10 16 HYADPR 13. . 10 , UCC 150 . . UCC , , UCC .
. . UCC UCC .. , , UCC , UCC , UCC . UCC ? UCC , . UCC UCC UCC ,
UCC . . , UCC TV - . . , . , . UCC . . UCC Effect (UCC) . UCC
(Viral Effect) . TV TV UCC . . UCC 2004 , UCC 15 . UCC UCC . . , SK
TV CF . UCC . . , . 25 2 . 10 . UCC . 1 2 4 14 UCC UCC CF 4 . UCC
.EUREKA 17th 17 14. Hot Issue UCC . . UCC . 19 UCC . . UCC UCC .
(NGO) "UCC UCC " . 5 UCC . UCC .UCC . UCC . . UCC . UCC , , . . ,
UCC , UCC .[SERI ] , [SC] UCC .. , UCC Trend , 1282,UCC : Creative
Commons License, , . UCC , TV + , , 2006 6 1~2007 2 14 18 HYADPR
15. _Hanyang University Advertising and Public Relations EUREKA
17TH20 _24 ATL, BTL_ 28 . !?_ 31 - . 16. ? ([email protected]) . ,
, , -- . , , , , . , . (Convergence) . , . . . 1+1=2+ .. , . . ()
() (ARC) 13 () . (Convergence) () .1996 . . ? . () ? () (BKC) 94 ,
? . ? () . . , , . . , , . .1) . () () . < >(Hound . () Dog)
< >(Love me tender) , , ? . . , . . . . . . . . , . . .2) . .
() 1) (1998), ,: , 2902) 34020 HYADPR 17. () . 1 . 2001~2005 IT NT
() 2,468 5(1996~2000) 128%21 . () IT 1,026(2001~2005) . 5 84% . IT
. . . () . MP3 () . .21 . . () , , . , . , , , , . . , . . , , . .
() . () ,() . , () . . , . . , . . . , , (Hybrid) , , . . . 21
(Converfence) . . IT (Convergence) IT . , . IT BTNT , IT IT | | IT
/ , PC, PDA, , MP3, PMP ICTIT ICT VoIP, , , Wiro/e-Commerce(IT+) IT
ICT e-Banking(IT+) e-Learning(IT+)DMB, IPTV(IT+) T ,, , / u-Health,
u-Home : ", 2006EUREKA 17th 21 18. IT 4) . . , , /, . . UN
ITU(1996) . , , , , , EU(1997) . , PC, TV . (1997) "Digital .,, , "
. Convergence (Value Creation), (Coverage Extension), . (Function
Integration) , . IT , , , . , IT U-Healthcare IT , U-City . .
(Being Digital) , MIT , . 1970 . OECD(2003) H/W , , , , , / . , , .
, , , (Technology Integration) ., , , (Function Integration),
(Coverage Extension), (Value Creation) .3) . , , IT + , . . , ICT ,
, , 4 . . IT , PC, PDA, , MP3, PMP , , . , , ICT IT ICT / . WiBro,
VoIP, .. . e-Learning, IPTV, DMB, e- , Banking, e-Commerce .
(Prosumer) . IT , . U-Health, U-home, RFID, . . 3) , , , 2006,
06-17 16-174) 22-2522 HYADPR 19. . , 1. , , , . 2007 CEO
Information 597 2. , , , 2006, 06-17 3. , , H/W . , 2006 4. 2007.
4. 13 IT 5.
www.izm.co.kr/spac_view.asp?key=5&s_idx=15&page=3 .6.
http://kimcopy.com/zboard/zboard.php?id=today&no=129 (Blue
Ocean) 7. , 1998.9.6 - , 8. (1998), , : , . -(Win-Win) . (Customer
Experience Management) .EUREKA 17th 23 20. ATL, BTL
([email protected]) ATL BTL . , ATL BTL , .ATL, BTL ? 4 , TV
.ATL(Above-the-line), BTL(Below-the-line) 20 (John Wilmshurst) .
ATL , BTL . ATL TV 4 .BTL Sales Promotion, , , 2~3 , . , . . . TV .
ATL 4 BTL 2001 51.3% . ATL , 2006 34.8% , 69% 60.8% .. BTL . BTL ,
4 BTL ., SP, PR BTL . BTL , TV 1) , .c ATL VS BTL .d , ATL, ATL TV
2 BTL, ? . BTL 1) , BTL", , 2006, 370, 2824 HYADPR 21. . . 3 3~4 TV
CD CD TV . . 2006 WBC TV Music CDs In-Store DMB . TV DMB TV CD . .
. BTL 2003 2006 WBC ATL BTL 45:55 BTL TVDMB TV . BTL , , 3 5 KBS
23.8%7%70% 3 14 SBS 14.6% 23.4%62% 77% 3 16 MBC 20.3% 27.5% 52.5%
BTL . BTL . PPL . , UCC(User Cre- . (,ated Contents) . ) . . cBTL d
. . , , . . . , 20 . , , , 2,000 200 BTL . , 1999 PPL, (Hear Music)
39 1 3 CD EUREKA 17th 25 22. , BTL 2002 SKT . SKT (Ambush Market- ,
ing)2) (Be the Reds!) . KTF . SKT BTL ATL ? . , ,SKT 9 . SKT SKT
KTF FIFA . . . . ATL . ATL BTL ATL BTL , BTL ATL . . ? ? ATL BTL
Bangkok Post 2002 6 24 . BTL, ATL? , , , , , . , , . , PR , ATL,
BTL 4) Deeper Relationship > , > Major SponsorshipATL , BTL
() < Limited Event . (ATL talks at You, BTL talks to You) =
Relevance< , . ATL BTL PR, ATL BTL . VS 3) 2) Event / 3) , BTL,
", , 2005, 347, 594) , , ", , 2005, 355, 2126 HYADPR 23. . ATL BTL
, ATL BTL . TTL(Through The Line). TTL ATLBTL , . BTL . , ATL . 1.
, BTL, , 2006, 12 , 370 2. , BTL, , , 2005, 1, 347 3. , , , , 2005,
9, 355 4. , BTL _ BTL , LG AD , 2005, 7~8, 5. John WilmshurstAdrian
Mackay(1999), The Fundamentals of Advertising, Boston :
Butterworth-Heinemann 6. http://tong.nate.com/clicksm80/27007105 7.
http://cafe.naver.com/ArticleRead.nhn?articleid=36&clubid=11701714
EUREKA 17th 27 24. . !? ([email protected]) . . , , , . . , .
, . . , . . , , , MP3 MP3, , DMB DMB . . , . , . , . , . , . . 300
, , , , TV, MP3, , , , , , TV, . . , , , . 1980 , , . . , , . . ,
28 HYADPR 25. . , , , , , . , , , , . , . , 3 , . . , , , , , 3COM,
, , IBM, SUN Microsystems , , , . . , ., . , , . . , , , TV, , DVD
, . , , , . . ! ( PC ) . , , . , . , . . , , , ., . PC . , TV. . TV
, . TV. , TV , TV , TV. . TV , ARS. TV , . . , , , . . , . EUREKA
17th 29 26. 2~3 20 Intelligent Ad)7) .TV TV TV 20~30 . TV . , TV ,
. . TV TV , , . . , TV . TV TV . , . , .TV TV , , : . , , , (),
2005, , 13, . (2004),, , 2005, 3 . . TV .1), TV , TV , . TV . TV TV
TV , . TV , (Click-Ad)2), (Strip Ad) /(Banner) 3), (Full Screen
Ad)4), (One-to-OneAd)5), (Sponsorship Ad)6), (Artificial1) ,
(interactive) TV , , 2001, , 2182) TV , , .3) TV , .4) .5) , , . 4
.6) , .7) TV , , .30 HYADPR 27. - . . . . ? , TV , 05 , . . ,. , .
, . , . , TV . . . . 1.2 . TV . PMP . , DMB ( DMB !), . , ? , 1Km .
, . . ? DMB P2P . ? . , 1 1 PMP , . . . ? 15 , . . , , , .4 "
(LBS), 04 4 " , . 05 , ( 1 . ), , XX 15% EUREKA 17th 31 28. ! . ! ,
? . AIDMA , ACTION (=ACQUIRE) , , LBS .(Location Based Service LBS)
. ., DMB, MP3P, PDA, , . . PPL , LBS ., LBS . , ? (Target),
(Location), (Timing) , ! . . LBS TGIF , 11 2 TGIF 11 . (Targeting),
(Timing) , TGIF (Location) LBS . LBS . LBS, ? . ! , 99 . , . . , .
, . , . , DMB , . ? , . 32 HYADPR 29. Hanyang University
Advertising and Public Relations EUREKA 17TH 34 _ 37 , ? ?_40 _ 30.
([email protected]) . - , , , , . , , NO-KIDS, , , , / . /
/ . .21 , , , ? . . . (Business Convergency) (Convergence) , ., , .
. . . , . . , . ,. . , , (Hybrid) MP3, , . . IT(), BT(), NT( ) BINT
. . MP3 (Interdisciplinary Studies) . . 100 , . . , ? . . . , , , .
. . . , , , . . . , . . , . , . . . . , . . . , 34 HYADPR 31. .
VoIP IP(Internet Protocol) . . VoIP , , LAN . VoIP, , . , . VoIP ,
IP PSTN . . . . , . , , . . . - - , . . , IT BT BIT() One- , NT BT
NBT (Phone .) . , , IT , . . . . . , . . 3./ ? 1. IT . / IT . . /
IT , , , AV . . DVD (DVD+VCR), (++MP3), , MP3, , TV PMP (MP3+AV) .
. , , IT , , , / . , / AI , . . , 20~30 , , , , . . , /, , , .2. /
/ . 4. / VoIP, , 3 . 20 EUREKA 17th 35 32. . . , . 21 . , IT, 3 .
IT / , . / / , . . , , . IT , , IT .36 HYADPR 33. , ??
([email protected]) . , MP3 , DMB, IPTV, ON , . , . , . . .
(Paradigm-shifter) P , , . , . . . , (Fusion) , , P AV , . . , , ,
, . . (Mobile) , . . 2002 5 Applied Digital , (Wellbeing) ,
VeriChip , RFID Needs - . , . , P 386 . X , N (Participation),
(Passion), RFID RFID(Radio Frequency Identification, RFIDIT VOD ,
IPTV, , DMB, , , , DRM, CP H/W /, , ITS , 3D , . RF SMART , ,
T-Commerce, , M-Commerce, , . ,RFID , , * LG , 834, 05.5.27EUREKA
17th 37 34. , . . RFID , 2007 RFID 3,000 RF , . RFID 8 RFID
R&D(Research and De- velopment) . , . DMB . RFID . . 1990 (LBS)
, RF LBS(Location Based Service) . . , LBS Needs , , . .
(Millimeter Wave) GPS(Global Positioning Service) , . GPS 1. , . .
, LBS . , . , , MP3 , , MP3 , , , DMB . IP-TV , . 2005 8 TV , GPS ,
, . . R&D . IP-TV LBS , .. 2. DMB DMB(Digital Multimedia
Broadcasting) . RF . , . , MP3 , ,. , DVD . ., .3. Needs DMB , DMB
. , 38 HYADPR 35. . . , . . TV , TV 7~8 ., . TV , , , 4. Needs . ,
. . UCC . . 1. . . CD . , MP3 , . , . . , . . , . . PC , . PC . .
Needs . . , . 2. . , , . . , MP3, , . . Needs , . . , . , . . .
Needs 3. , ( ) . . . . / , , , . . IP-TV. IP-TV . , IP-TV , . . , .
. EUREKA 17th 39 36. ([email protected]) . . , TV . TV . 5 . ,
1. 2.0 . 2.0 . , 2.0 , . . , . 5~10 . . 30 . . 2.0 2.0 .. , PC . .
MS (De-facto Standard 4 : ) , , . . . . . UCC(User Created Content)
UCC . . 1 . DB . , DB 40 HYADPR 37. 2.0 . . , . . IP . , . . (CPC :
Click Per 10 Cost) . . , . . . . . . TIVO TV . TIVO , , , , , 80 ,
. TV . . , , . CGM(Consumer Generated Media)1) . . 1, 2 . . TV . .
P2P , . (PPL) . , . PPL 2004 34.6 , 2009 69 .2) , . , 1) . , ,
Q&A, (SNS), (SBM), COI(Community Of Interest) . .2) 2005.10.3
EUREKA 17th 41 38. PDP LCD , RFID . , SK, . . . UCC 5 70% . . . UCC
. . UCC . 4 UCC . , . . < 1-4 PDP>UCC 2.0 UCC(User Created
Content) . UCC UCC .TV 2007 1 10 < 1-5 -TV> . TVCF 2. ? , , .
. (Cross Media) . .< 1-1 > 3) Radio Frequency IDentification
: . 42 HYADPR 39. . . , . . TV, , 4 . . , . . 4 . , , . . . , , , .
, . , , . . , , . SMS .() , , , (). 2003 . , (Push) (Pull) , . , ,
, , , . . ,. ,80~100 SMS . 90% . , MMS(Multimedia Messenger
Service), . . , . . , . . . , ., JPEG, HTML, . , TV . . , . . . , ,
. . , URL . . . , . EUREKA 17th 43 40. . . , 10~20 . . . SMS3. 10
.4) . . . , , . . 2001 8 TV 2002 3 . 2004 C.J. Media . 2005 3 . TV
. . . TV . TV , , , EPG . (Electronic Program Guide) . TV TV . .
5~10% . . TV . UCC TV . . . . TV TV . , . , . TV . , < 3-1 >
4) (2001. )44 HYADPR 41. . . . , . , , . . . DB DB . . . UCC . . DB
< 3-2 "ANN" > 21 . . DB . . 080,060 . . DB < 4-1 : > .
060,080 .5) . . . . 4. , 21 , . . 6) . , , 5) 2007.5.286) . EUREKA
17th 45 42. . . < 3-3 >. , , : , 2001 , , : , 2001 , , : ,
2001 2002 2 27 2001 5 9 2000 12 4 http://www.mic.go.kr/ 2000 3 13
IT 2004 12 8 : 2.0 (www.wikipedia.com) (www.google.com) TIVO
(http://www.tivo.com) TV(http://pandora.tv) (http://q.freechal.com)
2007 3 7 2007 1 31 2007 5 28 (http://www.phoenixcomm.co.kr/)46
HYADPR 43. InterviewHanyang University Advertising and Public
Relations EUREKA 17TH48 Interview_50 , . 1_52 , . 2_ 44. I n t e r
v i e wInterview . . . ([email protected]) . Convergence 20 , 21
BTL. . KPR AE (00) . . BTL ? . PR , TV . . . , . , . ? TV-CF . . .
, ? . , . HOW TO . .>> . PR ( , , ) . ? BTL(Below the Line)
,() KPR(PR) ? ? . . BTL . . . ATL . . , () . . . IMC(Intergrated
Marketing Communication) . . TV , . COVERAGE . COVER- . MP3 AGE
WIN- . , WIN . . , . . 48 HYADPR 45. .PR ? , , . . AE , AE . . . ,
. , . . 3 6 , , , 8 . ? . ( ) . . PR AE ? . () 3 . , . . . . . . .
, PR.PR . PR , ?2P(PAPER WORK, PRESENTATION WORK) . . , . . . ? .
,KPR (). PR . . . () .. . (Role Model) ? 8 30 . . . . . . . . , . .
, . . . . () PR AE , ? , . () . . , PR . >> (00 KPR AE) , . ?
. , . , , PR . . EUREKA 17th 49 46. I n t e r v i e w, . . 1 . |
([email protected]) CEO , . ? . 001, , KT KT . (99) . . , . , .
. , . . . ? ? 4 . . , , ? . . ( , . ) .>> (99, KT ) . ? .2~3
? . 1 KT 2 . ? . . KT . . . KT , . . . , ? . . ? ? .50 HYADPR 47. ?
. 26 , . (?) , . , . . . , . . . ? , . , , . . 4 1 . . , . . .
EUREKA 17th 51 48. I n t e r v i e w, . . . 2 . . , |
([email protected]) . , . . . . ? (01) . ? ? , . . . ? . . ? . . .
, , , . V8, . . . , I never read Economist . 43 . 40 , . . ? . . .
>> , AE, , (01, ) , . ? . , . ? ! . . . , . AE. 1 . ,TV . .
PT () . . . , . AE . , . TV . ? 15 . TV ? . . CF , . . . , 52
HYADPR 49. . . , . , . . ? . . , . >> 1 , ? , . . EUREKA 17th
53 50. Myung Sung Metal Co., Ltd. . PIPE SMLSERW(CARBON, STAINLESS,
)FLANGE(JIS, ANSI)FITTINGCOPPER PIPE&FITTING 631-822 781 TEL :
055 - 272 - 0595 / 0596 FAX : 055 - 272 - 0597 M.P : 016 - 588 -
6795 E-mail : [email protected] 51. Hanyang University Advertising
and Public Relations EUREKA 17TH 56 2007 _, , , 52. 2007 |
([email protected]) ([email protected]), ([email protected]),
([email protected]) 17 100 2006 2007 . , , , . 1 VLUU ( ) MP3,
PMP, VLUU . (Digitalize) (Convergence) 1 . . . . . 2006 2007 . . .
100 . . VLUU . . 2 . GPS 300 , DMB 1 VLUU ( ) : : 2 : : 56 HYADPR
53. . ? 1 . ,, . . BGM, . . , . 60 2580. . . 2 . , 1 1 . , 1 . . 2
SK 3G+ SK . . SK 3G+ 2006 2007 . , , 100 , , , , , , . , 6 . . .
SKT . , KTF SHOW .1 : : jwt2 SK 3G+ : : EUREKA 17th 57 54. . PR , .
LG , LG . LG . , LG . DMB . LG (Phone&Fun) . LG UCC(User
Created Contents) LG . TV IPTV (Internet . Protocol Television)
VoIP (Voice over Internet LG 2006 9 Protocol) . () , 2006 . 2007
100 .2 PPL(Product Placement, PPL) . 2006 EA SPORTS FIFA ONLINE .
VGT 3,000 3 , . . PPL . 2006 1 LG PR e- LG LG . . , , 26 1 LG PR :
LG : G2R() 2 : : 58 HYADPR 55. . . . 17 . . 3 , . , . . 2006 2007 2
? . , . - , , - . . . , 1 . . 15 . . . , . . .1 : : 2 : :
TBWAEUREKA 17th 59 56. www.hyadpr.netEUREKA17TH 57. , Hanyang
University Advertising and Public Relations EUREKA 17TH62 , _, , ,
58. , , | ([email protected]) ([email protected])
([email protected]) ([email protected]) 2007 MT 2006 MT 2007 MT
3 23 25 2 3 . 2006 2006 10 21 22 1 2 ( MT) . MT MT 06 89 . . 1 2 MT
MT . 2007 4 27 28, 1 2 MT 3, , . MT 3 17 , 07 2006 11 7 9 . 17 . ()
(00) PT 4, 4, , , , , , 16 5. . 11 7 1 1 , 3 . 2007 5 18 7 1 11 10
11 1 2 M- . . 17 , , . . 2007 2 22 24 2 3 . 25 . (03), (04), (02),
(05) 90% 23 DCA . (03), (04), (02), (05) . LG 19 (05) . . 2007 28
(01), (03), (03), (04) , 3 PR PR 62 HYADPR 59. . 2 (04), (04), (04)
. KT - 3 (01), (02) .- / ICASCA UNEP - /KBS , , - - PR - / - / PR -
- - / - (2002) 1960 2000 - / 1 A Cross - Culture Analysis of
Advertising Appeals in- / Hong Kong and Korean Television
Commercials - Advance in European ACR / Association of Comsumer
Research- - - Gender Portraying Hong Kong and Korean Childrens
Television Commercials : A Cross- - Culture Comparison : Asian
Journal of Communication Center- / EUREKA 17th 63 60. , , - - : , -
- : Media Use and Participatory Democracyin South Korea () -
Republic Opinion CRISIS / MidWest Association for () Public Opinion
Research - / - CEO , CEO CEO : / ICA64 HYADPR 61. Top Student Paper
Award, Advertising Division at the Annual Conference of the
Association for Education in Journalism and Mass Communication,
International Communication Association in Kansas City, MO.
Association for Education in Journalism and MassTop Student Paper
Award, Newspaper Division at the Communication Annual Conference of
the Association for Education Selected as a member of Phi Beta
Delta, in Journalism and Mass Communication, in Kansas Honor
Society for International Scholars at MichiganCity, MO. State
University(2001/2004) Rasmussen Scholarship by the Mass Media Ph.
D. Program at Michigan State University Selected as a member of Phi
Beta Delta, Honor Society for International Scholars at Michigan
State . University - - ( , )- (, , ) - : 300dpi , size A1 ( 594mm
841mm) jpg - . 1 - Top Faculty Paper Award, International : 2007 5
8 ~ 2007 7 31 Communication Division at the annual conference of :
www.precap.go.kr/pr the Association for Education in Journalism and
Mass Communication, in Toronto, Canada . Dissertation Completion
Fellowship Awarded by the College of Communication Arts &
Sciences, Michigan State University Best Ph.D. student research
paper, awarded by the 1 : 1,000 Mass Media Ph. D. Program at
Michigan State 2 : 500( 1 ) University 6 : 200( 3 ) Graduate Office
Scholar for Outstanding Achievement in Advertising Education,
Department of Advertising, Michigan State University 8 Walter Jay
and Clara Charlotte Damm Research Fund : 2007 5 1 ~ 2007 7 13
sponsored by The Greater Milwaukee Foundation Top Faculty Paper
Award, International Communication Division at the annual
conference of the Association for Education in Journalism andPhase
1 Mass Communication, in Kansas City, MO. On (64~723) Best Paper
Award for International Communication- CEO Research, Sponsored by
Asian Journal of Communication, International Communication On
(64~723) Division at the annual conference of the Association - 5
for Education in Journalism and Mass Communication, in Kansas City,
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