001
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2010 013 I II III
014 IV V
2010 015
016
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I. 019
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III. 041
042
III. 043
044 : (2005), (2005)
III. 045
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III. 049
050
III. 051
052
III. 053
054 : (2009)...
055 III.
056
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065 III.
066
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V. 123
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134 Virtual advertising is the digital insertion of ads, logos and products on a live broadcast of sports games. It is already commonly used in sporting events in the United States and Europe, where ads are digitally inserted on blank billboards and playing grounds in stadiums. Also, virtual advertising is a new technique that has high expectation and attention because of its ability to reduce audiences reaction such as zipping and zapping which has been shown in other types of techniques of advertising. Virtual advertising has been legally permitted to be used in Korea this year, but its academic research is very limited in complete state. In this sense, the current study investigates the effect of virtual advertising to improve the advertising industry by introducing a series of new advertising techniques. Although legal basis has been established by virtual advertising Act on November 2009, there have been difficulties in implementing virtual advertising in reality. To suggest future directions on virtual advertising, this study explores in two directions: 1) audience effect study and 2) conduct indepth interviews with stakeholders in main fields of virtual advertising. More specifically, the purpose of this study is to explore how audiences perceive the effects of virtual advertising using a device called eye-tracker. Also, this study examines recently revised regulations of virtual advertising and some policy suggestions in terms of implementing virtual advertising. Five TV advertisements were used as the stimuli, and 53 audiences participated in the study. Respondents perceived virtual advertising was effective in enhancing brand attitude caused by novelty and attractiveness. However, it turned out that it was not effective in delivering informative advertising message in detail because audience was concentrated on the sport game.
135 The findings based on in-depth interviews with stakeholders showed that they had various ideas on regulation and implementation. Also stakeholders suggested by expanded the domain of virtual advertising. Virtual advertising is used only within mediated sports, domestically. This study further suggests that securing a air time, emphasizing on mutual communication, developing creative about virtual advertising and easing advertising regulation systems, should be determined according to invigorations of virtual advertising in Korea.