스포츠 스폰서십 효과 모형 검증

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

정부의 청년지원 정책을 위한 홍보전략과 정책 방안에 관한 연구

차영란 水原大學校 2016 論文集 Vol.30 No.-

This study appraises the government's policies of expanding supporting for the youth and searches for Public Relations Strategy and Policy plan according to the policies. The results of the research show that the government manages five different programs such as employment information, job and career support, vocational experience, overseas employment, and ability-centered recruiting culture for tackling the problem of youth unemployment. In addition, for the public relation strategies targeted at the youth, mobile and online media are turned out more effective tools as the youth are familiar to them. Accordingly, the policies of the government's expanding supporting for the youth should be to stabilize the mandatory employment system, to invigorate the youth start-up, to open up the opportunity of overseas employment, and to enlarge career development.

인플루언서의 ‘뒷광고’ 논란 전,후에 대한 댓글 비교 분석:LDA와 Word2vec을 중심으로

차영란 한국콘텐츠학회 2020 한국콘텐츠학회논문지 Vol.20 No.10

Recently, as famous YouTubers produce and broadcast videos that receive sponsorship and advertising such as indirect advertising (PPL), a so-called 'back advertising' controversy continues, and not only famous YouTubers but also entertainers are caught up in the issue. It is causing confusion among the public in Korea. This study attempts to find out the public's reaction before and after the controversy of 'back advertising' by YouTubers through comment analysis. Specifically, among text analysis using R programs, we intend to analyze the issue through various methods such as word cloud, qgraph analysis, LDA, and word2vec analysis, a deep learning technique. The target of the analysis was to analyze the channels of three YouTubers who belonged to the controversy of the 'back advertising' YouTuber and uploaded the 'Apology video'. The 5 most recent videos of Muk-bang YouTuber Moon Bok-hee, who has a similar content disposition to SussTV's Han Hye-yeon stylist, which was controversial, and Yang Pang, a YouTuber who showed various contents (August 09, 2020) Criterion and her first 5 videos uploaded were reviewed. As a result of the study, most of the comments that showed positive reactions before the controversy ,but after the controversy, it was found that negative reactions accounted for most of the comments. Therefore, this study examines the degree of change of the public about influencers through comments after the controversy over 'back advertising' through various analysis using R program. This research also devises various measures to prevent the occurrence of back advertising of influencers in the future. 최근 유명 유튜버들이 간접광고(PPL)등 협찬, 광고를 받은 영상을 제작, 방영하면서 유료광고라고 밝히지 않은 일명 ‘뒷광고’ 논란이 이어지며 유명 유튜버뿐만 아니라 연예인들까지 논란 속에 속해 있어 진실성에 대한 대중들의 혼란을 야기시키고 있다. 본 연구는 유튜버들의 ‘뒷광고’ 논란의 전과 후의 대중들의 반응을 댓글 분석을 통해 알아보고자 한다. 구체적으로 R 프로그램을 활용한 텍스트 분석 중 워드 클라우드, LDA, 딥러닝 기법 word2vec 분석과 같은 다양한 방식으로 분석하고자 한다. 분석 대상은 ‘뒷광고’ 유튜버 논란에 속해 있고 ‘사과 영상’을 업로드한 3명의 유튜버 채널을 분석해 보기로 했다. 가장 먼저 논란되었던 슈스스 TV의 한혜연 스타일리스트와 콘텐츠 성향이 비슷하면서 100만 명이 넘는 구독자 수를 보유한 먹방 유튜버 문복희와 다양한 콘텐츠를 선보인 유튜버 양팡의 가장 최신 영상 5개(2020년 08월 09일 기준)와 처음에 올린 영상 5개를 기준으로 댓글을 분석하였다. 연구결과 논란 전에는 대부분 긍정적인 반응을 보인 댓글들이 대부분이었으나, 논란 후에는 부정적인 반응이 대부분을 차지하였고, 예전의 논란까지 같이 나타나고 있음을 볼 수 있었다. 따라서 본 연구는 R프로그램을 이용한 다양한 분석을 통해 ‘뒷광고’ 논란 이후에 인플루언서에 대한 대중들의 변화 정도를 댓글을 통해 알아봄과 동시에 앞으로는 인플루언서들의 뒷광고가 발생하지 않도록 다양한 방안을 제시하는데 그 의의가 있다.

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.

정부광고법 시행에 따른 쟁점사항과 개선방안

차영란 水原大學校 2019 論文集 Vol.33 No.-

Recently, much controversy arose due to the newly introduced Government Advertising Act. Therefore, this study examines the characteristics of the Government Advertising Act enacted in December of 2018. First, it will review the reasons and background behind the enactment of the Government Advertising Act, and discuss the recent issues and debates surrounding the Act. In addition, this study will identify problems and ways to improve the Government Advertising Act and its execution. It is expected that the results of this study will help to increase the efficiency and public interest of government advertising in the future by assessing the influence of government advertising regulations on the media market.

교사와 학생의 광고관련 인식 비교 연구

차영란,김준교 한국자료분석학회 2010 Journal of the Korean Data Analysis Society Vol.12 No.2

경제환경과 매체환경이 급격하게 변화되고 있는 현 시점에서, 수많은 광고에 노출되는 소비자인 교사와 학생들이 광고에 대해 어떤 인식을 형성하고 있는지, 또한 이러한 인식이 광고 전반에 대한 태도에는 어떤 영향을 미치는 지에 관한 체계적 연구가 필요하다. 따라서 본 연구는 중 고등학교 교사와 학생들을 대상으로 광고와 관련된 인식과 태도를 비교, 분석하고 그 인식과 태도간의 관계도 함께 살펴보았다. 본 연구는 서울에 소재한 중, 고등학교 교사 145명과 학생 266명 등 총 411명을 대상으로 설문조사를 실시하였다. 결과에 의하면, 대체로 교사가 학생들보다 광고태도, 광고의 정보성 오락성 방해성, 광고규제 인식, 그리고 광고회피에서 높은 수치를 나타냈다. 또한 학생집단에서는 광고의 방해성이 그리고 교사 집단에서는 광고에 대한 태도가 광고회피에 가장 큰 영향을 미치는 것으로 나타났다. 따라서 이러한 연구결과는 학생과 교사를 포함한 수용자들에게 광고 교육과 홍보를 실시하기 위한 전략적 시사점을 제시한다. As the economic and media situation has changed rapidly, this study explores the differences between students and teachers in the perceptions of advertising with respect to informational, entertaining, and irritating aspects of advertising, attitude toward advertising in general, advertising regulation, and advertising avoidance. The study examines middle and high school teachers and students's perceptions and attitudes toward advertising. It also investigate the relationship between perceptions and attitudes. The survey was conducted among the total of 411 people, 145 middle and high school teachers and 266 students in Seoul. The results show that teachers produce higher scores than students in all aspects of perceptions and behaviors on advertising in general. The biggest effects to Advertising avoidance are Advertising disruption from student group and Attitude toward advertisement from teacher group. Based on the study findings, practical implications for advertising education are discussed and suggested.

국내 간접광고 규제와 개선방향에 관한 연구

차영란 水原大學校 2017 論文集 Vol.31 No.-

Product placement has been controversial and conflict to manage and regulate in Korea broadcasting industry due to complicated interests of various relevant-organizations. It is required to explore practical alternatives and to restructure the process in order to reorganize institutes and systems which enable to protect positive functions of product placement and minimize dysfunctions of it. As such, this study will offer some suggestions to revamp the system of product placement regulations based on current legislation and foreign case analysis, focusing more on core issues and improvement plans.

정치인들의 선거 캠페인으로써의 SNS 전략 : 성공사례 연구를 중심으로

차영란 水原大學校 2020 論文集 Vol.34 No.-

In the 4.15 general election, the importance of social media as an election campaign tool became more prominent due to COVID-19. Therefore, in this study, various studies were conducted to establish campaigning strategies using social media. First of all, through literature research, this study presents successful cases both in the domestic and foreign election campaigns and their implications regarding social media utilization. Lastly, this study suggests an efficient strategy for the utilization of social media in future election campaigns. This study aims to establish a social media election strategy through research on SNS, which is increasingly influential in election campaigns, and to suggest practical ways to utilize social media in the field.

15대 대통령 정치커뮤니케이션의 메시지특성에 관한 연구:신문광고를 중심으로

차영란 중앙대학교 광고홍보연구소 2000 광고 홍보연구 Vol.8 No.-

부유층, 그들은 누구인가? : 한국사회에서 부자의 의미와 소비행동 특성 연구 개관

차영란 한국방송학회 2006 한국방송학회 학술대회 논문집 Vol.- No.-