TV광고 자막 처리방식에 따른 효과 연구

차유철(You Cheol Cha) 한국광고홍보학회 2005 한국광고홍보학보 Vol.7 No.2

새로운 광고 매체의 분류를 어떻게 할 것인가?

차유철(You Cheol Cha) 한국광고홍보학회 2007 한국광고홍보학보 Vol.9 No.4

최근 디지털 매체 외에도 새로운 형태의 광고 매체들이 속속 등장하고 있지만, 대부분 아직 제대로 분류되거나 명칭을 부여받지 못하고 있다. 이들 대부분의 공통점은 주로 가정 밖에서 접할 수 있다는 점에서 옥외광고의 관점에서 접근하였다. 연구의 내용은 이들을 반영하여 옥외광고를 새롭게 정의하고, 이들을 포함하는 분류체계를 설정하고, 이들에 대한 명명을 하는 것이다. 이러한 연구목적을 위해 문헌연구와 사례연구를 병행하였다. 연구 결과, 옥외광고는 "가정 이외의 공간에서 지각 가능한 광고 메시지를 전달하는 매체 중기 분류된 광고 매체를 제외한 모든 매체를 말한다"라는 정의를 내렸다. 기존 분류체계에 새로운 옥외광고 매체들을 포함시키는 방법으로 첫째, 기존 분류체계에 새로운 광고 매체를 완전히 포함시키면서 하위 유형에 추가적인 항목을 추가하는 방법과, 둘째, 기존 분류체계에 새로운 광고 매체를 별도의 영역으로 설정하는 방법을 제안하였다. 새로운 광고 매체의 명칭은 ``편재 매체(Omnipresent Media)``와 ``주변 매체(Surrounding Media)``의 두 가지 대안을 제시하였다. 본 연구는 새로운 광고 매체에 대한 연구는 아직 다뤄진 적이 거의 없었다는 점, 광고 매체의 지평을 넓힌다는 점에서 의미가 있다고 하겠다. The objects of this study is to re-define and re-classify the outdoor advertising, and name the new advertising media. There are very many new advertising media but most of them are not still get any particular name and enough attention. Most of those new advertising media would be classified in outdoor advertising category. So the researcher studied this research from the view point of outdoor advertising. This study used two types of research methods, literature study and case study. literature study was done by investigating laws, research reports, articles in academic journals, and books. Case study also was done by reviewing new media advertisements. By scrutinizing the preexistent definition of outdoor advertising and new advertising media characteristics, this study re-defined outdoor advertising as ``all media, except the preclassified advertising media, that communicate perceptible advertising message out of home space.`` This study also re-classified outdoor advertising into two types by including new advertising media which had been neglected in classified tables. By reflecting the characteristics of wide range of new advertising media, the researcher proposed two names; Omnipresent media; Surrounding media. Even though this study has some limitations, it may be meaningful that it proposed the latest definition on outdoor advertising and named the new advertising media first time.

방송광고 사전심의 폐지 전후의 광고 창의성과 윤리성에 관한 광고인 인식 연구

차유철(You Cheol Cha) 한국광고홍보학회 2011 한국광고홍보학보 Vol.13 No.4

2008년 6월, 한국광고자율심의기구에서 시행하던 방송광고 사전심의가 위헌판결을 받았다. 사전심의는 광고윤리를 확립하고, 광고의 자율성과 신뢰도를 진작시키며 사회적 책임을 제고하기 위하여 제정한 것인데, 한편으로는 방송광고의 표현의 자유를 부분적으로 제한하였다. 즉 사전심의의 주요 쟁점은 광고 윤리성과 광고 창의성의 충돌이라고 할 수 있는데, 사전심의 폐지 이후 어떤 변화가 있었는지를 알아보는 것이 이 연구의 주된 목적이다. 연구는 광고인들을 대상으로 사전심의 폐지 전과 후에 광고 윤리성과 광고 창의성에 대한 인식이 어떤 차이를 보이는지를 알아보았다. 그 결과, 광고인들은 사전심의 폐지 후 광고 창의성이 높아졌고, 외국어 사용과 비교 광고가 늘은 것으로 인식하고 있었다. 광고 창의성의 경우, 직종(크리에이티브-기획), 경력(10년 이하-10년 초과), 성별과 관계없이 유사한 인식 변화를 보였다. 그러나 외국어 사용에 대해서는 경력이 많은 집단이 적은 집단보다 더 늘어난 것으로 인식하고 있었다. 광고 윤리성에 대해서는 사전심의 폐지 후 윤리적 인식이 낮아진 것으로 나타난 반면, 사전심의가 광고 윤리성에 미치는 영향은 유의하지 않은 것으로 나타났다. 이러한 연구결과는 사전심의 폐지 후의 변화를 실증적으로 검증했다는 점, 심의가 미치는 영향에 대한 추론의 단서를 제공했다는 점, 유사한 사례, 즉 제도의 제정과 폐지에 대한 고려점을 제공했다는 점에서 의미가 있다고 하겠다. On June 28, 2008, forehand review for broadcasting advertisements was found unconstitutional. Pre-screening had been legislated to establish advertising ethics, enhance autonomy and credibility of advertising, and let advertising fulfill social responsibility, but. in the one hand, it had restricted freedom of expression of broadcasting advertisements. The major issue of pre-screening was the collision between advertising ethics and freedom of expression. The main purpose of this research is to find out what has happened since after pre-screening was abolished. This research has studied the differences of advertising people`s perception about advertising ethics and advertising creativity before and after the abolition of pre-screening. The results are these; Ad persons thought that ad creativity improved greatly, and use of foreign language and comparative ads were also increased. In the case of ad creativity, without distinction of occupation category, length of work experience, and gender, showed similar changes. But, in the case of use of foreign language, long work experience group(over 10years experience) felt the change bigger than short work experience group(less than 10 years) did. About ad ethics, ad persons perceived it was decreased after the abolition of pre-screening, but, the influence of pre-screening on ad ethics was non-significant. These research results are meaningful because that revealed the changes after the abolition of pre-screening, provided the clues to infer the influence of review, and also provided some useful considerations for other cases.

급성 슬개골 탈구증의 관절경적 내측 지지대 봉합술

빈성일,차유철,문호생,Bin Seong-Il,Cha You-Cheol,Moon Ho-Saeng 대한관절경학회 1997 대한관절경학회지 Vol.1 No.1

Acute patellar dislocation is a painful, terrifying experience that always occurs suddenly. The recurrence is unfortunately common and each experience is just as painful to the patient. With each acute dislocation, additional intraarticular derangement occurs. Therefore the goals of treatments are not only to relieve acute pain by prompt reduction of the dislocation but also to remove any chondral or osteochondral fragments that may be present within the knee joint and to restore normal patellofemoral anatomy, thereby preventing recurrent dislocation and avoiding future patellar subluxation. To present the details of arthroscopic medial retinacular repair in acute patellar dislocation. we report 2 patients with treatment of acute patellar dislocation with osteochondral loose body.

고관절 치환술 후 생긴 감염에 대한 99mTc-HMPAO 백혈구 스캔의 진단적 가치

이수호 ( Soo Ho Lee ),차유철 ( You Cheol Cha ),한병호 ( Byeong Ho Han ),장재석 ( Jae Suk Chang ),김기용 ( Key Yong Kim ) 대한고관절학회 1997 Hip and Pelvis Vol.9 No.1

The bone infection after hip arthroplasty which can bring a catastrophic results to the patient has been problem due to the difficulties in the diagnosis and treatment. To solve this problem, infectionspecific WBC scan has been developed. Recently "Tc-HMPAO(Technetium-99m hexamethylpropylene-amineoxime)-WBC scan was introduced and have been adopted for detection of infection. However the diagnostic value and possible problem have not been proved yet. The authors attempted to find out the diagnostic value and limitation of " Tc-HMPAO-WBC scan in the infection after hip arthroplasty. Twenty-five patients, who underwent " Tc-HMPAO-WBC scan from October 1994 to February 1997 in Asan Medical Center, were analysed. Through comparing the results of " Tc-HMPAO-WBC scan with operative, microbiologic, radiologic and clinical findings, we have reached the following conclusions. 1. ""Tc-HMPAO-WBC scan was very sensitive to the detection of bone infection after hip arthroplasty. 2. The delayed imaging decreased the false negative rate, but the problem of detection of subacute or chronic infection should be studied. 3. The false positive rate was relatively low, and when we combine Tc-MDP bone scan with Tc-HMPAO-WBC scan, probably the false positive rate will be decreased more than now. 4. Single Photon Emission Computed Tomography(SPECT) could help to localize the infection focus and detect the low activity of infection.

경부 척수병증의 치료

김영태,이춘성,나화엽,차유철 대한척추외과학회 1998 대한척추외과학회지 Vol.5 No.2

Study Design : We retrospectively reviewed the cervical myelopathy patients who underwent antenor or posterior surgery. Objectives : This study was undertaken to analyze the preoperative radiologic evaluation and the results of the treatment of cervical myelopathy. Summary of Literature Review : The surgical treatment of cervical myelopathy consisted of anterior/posterior or combined surgery according to lesion site, symptoms, number of involved segments or prevalence of the surgeon. Material and Methods : We reviewed the clinical and radiological aspects of 28 patients. Preoperative plain radiographs and MRI were evaluated with clinical symptoms. Postoperative clinical evaluation was performed according to the Robinson's criteria. Results : On plain lateral radiographs, spinal canal diameter were 13.4±2.6/12.5±1.7㎜, Pavlov ratios were 0.78±0.09/0.66±0.08, spondylosis indices were 1.70/1.80㎜, and the antero-posterior compression ratios of spinal cord were 42.4±8/44.0±6% for anterior surgery and posterior surgery group each. The results of 15 patients who received anterior decompression and interbody fusion were excellent in 11, good in 2, and fair in 2 cases. The results of 13 patients who underwent laminoplasty were excellent in 9, good in 3, and fair in one case. Conclusions : The patients who have Pavlov ratio less than 0.8 and spondylosis index more than 1.5mm on plain radiograph are vulnerable to developing myelopathy. It is better to do anterior decompression and interbody fusion in patients who have one or two segments involved and kyphotic deformity of the cervical spine. Otherwise, patients who involve more than 3 segments and narrow spinal canal can be managed using laminoplasty posteriorly.