Abstract
The contemporary period is a transition period from an analogue era to a digital era. The share of the existing ATL advertisement, in other words, 4th generation media advertising called a mass media, is gradually decreasing. The share of BTL advertisement is increasing. Due to a digitalization of BTL advertisements, the ways of communicating with customer become diverse, and acceptance attitude of media’s communication is changed. One category of BTL advertisement media includes OOH Media (Out Of Home Media) which is called as an outdoor advertising media. Due to the application of display panel, acceptance of diverse images and media contents from advertising media of flat screen type in the past becomes possible. Due to introduction of touch panel, two-way communication with recipient becomes possible, and the use frequency of media is gradually increased. Digitalization of this Digital OOH Media causes an external expansion of advertisement, and acts as a catalyst of increasing the point of contact with the customer. In a communication between a recipient lived in the modern times and digital outdoor advertising media, this research analyzes the media attitude of recipient which is possessed by a relevant media as an advertising media, and studies the digital outdoor advertising media’s present situation and development direction.
| Translated title of the contribution | A Research on Recipient Attitudes of DIGITAL OOH Media in Public Place - Based on Digital Signages of Public Establishment - |
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| Original language | Korean |
| Pages (from-to) | 153-163 |
| Number of pages | 11 |
| Journal | 정보디자인학연구 |
| Volume | 16 |
| Issue number | 1 |
| State | Published - Jun 2013 |