METHODS
1 Methodological approach
: using a grounded theory approach
:constant comparison of data and use of theoretical sampling
2 Sample
:consisted of 44 managers in 15 small and medium firms in three industries
;building materials; transportation products
;and resin & plastics products
:small 7 / medium 8
:cost-based 6 / competition-based 5 / value-based 4
:CEOs or top executives 15
1. Visual Perception 의 발달
1)Visual Perception 정의
시각적 자극에 대해 감각을 통해 수용하고, 인지 활동을 통해 인식하는 모든 과정이다.
즉, 시각적 수용 요소와 시각적 인지 요소를 모두 포함한 것이다.
시각적 수용요소: 감각 기능 단계로 환경으로부터 자극 정보를 받아들이고 조직화 하는 과정이다.
ground and advertisment is figure
Increasing Brand Image
Cost Effective
Shows products strength naturally through the story.
Increasing consumers recognition
Overcome Zapping
If PPL is unsuitable with the specific drama or movies, it can be a problem.
Bad PPL would interrupts both the story and advertisement.
It can interrupt the pureness of the Cinematic.
Excessi
Much of what we call literal or non-metaphorical language is in fact metaphorical.
The metaphors of the hidden ones that are still alive.
A metaphor as a cognitive device for understanding or experiencing one kind of thing or experience in terms of another.
- 은유는 인지의 도구로서 하나의 개념을 다른 것에 빗대어 이해하는 것
I don’t see the sen
Research question
Because of we young generation all like digital products. And most famous digital product now is Iphone. We also interest in a similar product OMINA2. But when we read news, we find out that Iphone’s sales are much better than OMINA2. If you see their hardware, you will find OMINA2 is better than Iphone. And Samsung is Korean brand. It is seems like OMINA2 is more competitive