Design of Video Advertisement Analysis via Analysis of Internet Term Sensitivity

Sejin Kim, Jieun Kim, Wonyoung Seong, Yoonhee Kim

http://doi.org/10.5626/JOK.2019.46.9.919

Analysis of the increasing influence of video advertisements via Social Networking Service (SNS) is important in identifying their effects. However, the traditional methods of survey-based analysis are not suitable for measurement of the effectiveness of SNS advertisements that are distributed rapidly via smartphone use and the current system does not consider the sensitivity of users expressed in various forms, such as slang, and emoticons. This study proposes an automated system for the analysis of the effects of video ads via video comments, reflecting the characteristics of short Korean sentences.
This system uses machine learning for the interpretation of Internet terms and compilation of a sentiment dictionary specializing in SNS short sentences. Emoticon, which is used to emphasize the sensitivity of users in comments, is used for sentiment analysis when applied to Korean syntax rules, and the system is designed and implemented for more sophisticated emotional analysis by calculating the emotional values of nouns that are subject to sentiment.