A Study on Internet Hyper-System Advertisement As a New On-Line Media

Youm, Dong-Cheol(Major in Advertisting Design, Department of Industrial Design, Graduate School of Industrial Art, Hong-Ik University)
Directed by Professor Kwon, Myung-Kwang

We have experienced a radical solial change for recent several years, which is not just difference of degree of the change but complete difference. It is because the mass media environment is profoundly changing and this change of the media environment is mainly due to information revoltion which is based upon the epoch-making development and fusion of computer and telecommunication.

The development of information technology has gradually extended the limited communication characteristics and, more over, has formed a network which binds a nation with the world as a whole. As the internet, a computer network as the core of information society, emerged as the core of information revolution, the existing media such as broadcasting and newspaper is being merged. Internet as a new on-line meida changes the form of life in terms of education, business, and entertainment etc. It does not confined in simple communication with computer, rather it establishes a huge cyber space society, the distinguishing characteristic of which is the fact that everything is realized by his own choice. What needs attention here is that advertising and marketing still exist in the cyber space as well.

Internet and PC communication is an aspect of the structural change of ever progressing communication. Communication technology ultimately works as a rising force for the circulation beyond the limit of time and space, so that information users could approach to and search more various and abundant information with ease and send a message to the very wanted place. This change from on-line mesa and on-line advertisement calls for a new marketing paradigm which is denying existing marketing frame of the old media.

In this respect, on-line media and on-line advertisement is not just 'addition of a new media' but will finally appear as a new leader of communication, which needs our attitude towards it.

Therefore, this study firstly examines the characteristic, the conditions, and the possible improvements of the existing on-line advertisement media, and secondly explores the concrete concept and communication strategy of interned hyper system as a new form as well as the change of advertisement marketing resulted from the advent of hyper system advertisement. Finally, with the invertigations above, this study will help to judge the exact value of on-line mesa and on-line advertisement.