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    Effects of Expression Type of Mobile Video Advertisements to Customers
    Volume 1, No. 1, September 2020 | 10 pages| http//dx.doi.org/10.46410/jbtm.2020.1.1.02


    Zou Kang, Department of Visual Design of Tongmyong University, Busan, Korea
    Wang Dong, Department of Visual Design of Tongmyong University, Busan, Korea


    With the sudden change in the new media environment, the consumer’s new media use behavior has changed entirely. Today, consumers do not evaluate the products’ function and quality which the enterprise has. They choose the story which it involves. And the importance and value of the story are becoming bigger than any period. Now the mobile storytelling video advertisement is the advertisement media which has the biggest influence. To this, the research searches the mobile storytelling video advertisement’s concept and characters and makes it as the foundation. It analyzes the consumer’s sympathy response by brain wave experiment and question investigation in mobile storytelling video advertisement and expression type. It is to analyze that if the sympathy response can contribute to advertisement effect and prediction. This research implements the question investigation and brain wave experiment for 55 men and women from 20 years old to 30 years old who are interested in advertisements. By the advanced research, choose the 5 advertising materials categorized according to mobile storytelling’s expression type. Then implement the analysis to each advertisement’s preference type and consumer’s empathic response by mobile storytelling video advertisement. In mobile storytelling video advertisement, consumer sympathy response’s importance suggests the staff who uses practically storytelling video advertisements to do the advertisement campaign must consider if he gets the consumer’s sympathy response.


    Mobile storytelling video advertisement, Expression type, Consumer, Empathic response


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    Kang, Z., & Dong, W. (2020). Effects of Expression Type of Mobile Video Advertisements to Customers. Journal of Business and Technology Management (JBTM), HolyKnight, vol. 1, 9-18. doi.org/10.46410/jbtm.2020.1.1.02.

    Kang, Zou, et al “Effects of Expression Type of Mobile Video Advertisements to Customers.” Journal of Business and Technology Management, HolyKnight, vol. 1, 2020, pp 9-18. JBTM, https://holyknight.co.uk/journals/jbtm/Vol1-1/2.html.

    [1] Z. Kang, and W. Dong, “Effects of Expression Type of Mobile Video Advertisements to Customers.” Journal of Business and Technology Management (JBTM), HolyKnight, vol. 1, pp. 9-18. September 2020.