• Journal of Global Scholars of Marketing Science
• /
• v.18 no.3
• /
• pp.89-114
• /
• 2008

Most of the extant studies on communication effects have been devoted to the typical issue, "what types of communication activities are more effective for brand awareness or brand attitudes?" However, little research has addressed another question on communication decisions, "what makes communication activities less effective?" Our study focuses on factors negatively influenced on the efficiency of communication activities, especially of Advertising. Some studies have introduced concepts closely related to our topic such as consumer confusion, brand confusion, or belief confusion. Studies on product belief confusion have found some factors misleading consumers to misunderstand the physical features of products. Studies on brand confusion have uncovered factors making consumers confused on brand names. Studies on advertising confusion have tested the effects of ad models' employed by many other firms for different products on communication efficiency. We address a new concept, Ad noises, which are any factors interfering with consumers exposed to a particular advertisement in understanding messages provided by advertisements. The objective of this study is to understand the effects of ad noises caused by ad models on brand awareness and brand attitude. There are many different types of AD noises. Particularly, we study the effects of AD noises generated from ad model selection decision. Many companies want to employ celebrities as AD models while the number of celebrities who command a high degree of public and media attention are limited. Inevitably, several firms have been adopting the same celebrities as their AD models for different products. If the same AD model is adopted for TV commercials for different products, consumers exposed to those TV commercials are likely to fail to be aware of the target brand due to interference of TV commercials, for other products, employing the same AD model. This is an ad noise caused by employing ad models who have been exposed to consumers in other advertisements, which is the first type of ad noises studied in this research. Another type of AD noises is related to the decision of AD model replacement for the same product advertising. Firms sometimes launch another TV commercial for the same products. Some firms employ the same AD model for the new TV commercial for the same product and other firms employ new AD models for the new TV commercials for the same product. The typical problem with the replacement of AD models is the possibility of interfering with consumers in understanding messages of the TV commercial due to the dissimilarity of the old and new AD models. We studied the effects of these two types of ad noises, which are the typical factors influencing on the effect of communication: (1) ad noises caused by employing ad models who have been exposed to consumers in other advertisements and (2) ad noises caused by changing ad models with different images for same products. First, we measure the negative influence of AD noises on brand awareness and attitudes, in order to provide the importance of studying AD noises. Furthermore, our study unveiled the mediating conditions(variables) which can increase or decrease the effects of ad noises on brand awareness and attitudes. We study the effects of three mediating variables for ad noises caused by employing ad models who have been exposed to consumers in other advertisements: (1) the fit between product image and AD model image, (2) similarity between AD model images in multiple TV commercials employing the same AD model, and (3) similarity between products of which TV commercial employed the same AD model. We analyze the effects of another three mediating variables for ad noises caused by changing ad models with different images for same products: (1) the fit of old and new AD models for the same product, (2) similarity between AD model images in old and new TV commercials for the same product, and (3) concept similarity between old and new TV commercials for the same product. We summarized the empirical results from a field survey as follows. The employment of ad models who have been used in advertisements for other products has negative effects on both brand awareness and attitudes. our empirical study shows that it is possible to reduce the negative effects of ad models used for other products by choosing ad models whose images are relevant to the images of target products for the advertisement, by requiring ad models of images which are different from those of ad models in other advertisements, or by choosing ad models who have been shown in advertisements for other products which are not similar to the target product. The change of ad models for the same product advertisement can positively influence on brand awareness but positively on brand attitudes. Furthermore, the effects of ad model change can be weakened or strengthened depending on the relevancy of new ad models, the similarity of previous and current ad models, and the consistency of the previous and current ad messages.

• Journal of Applied Biological Chemistry
• /
• v.57 no.3
• /
• pp.219-225
• /
• 2014

Azadirachta indica extract (AIE) has been regarded as a promising source of environment-friendly organic materials owing to their low mammalian toxicity. However, quite a bit of research has been reported that AIE may cause clastogens in human lymphocytes. Therefore, this study was conducted to evaluate the antimutagenic and genotoxicity of two samples of AIE. Antimutagenic test was experimented by using bacterial reverse mutation test. In the bacterial reverse mutation test, five strains Salmonella Typhimurim of two samples of AIE in order to evaluate its mutagenic potential. Bacterial reverse mutation test was also performed on positive control and negative control groups in the presence of the metabolic activation system (S-9 mix) and metabolic non-activation system. In the chromosome aberration test, Chinese hamster lung cells were exposed to AIE for 6 or 24 h with BPS, or for 6 h with S-9 mix. Negative and positive control groups were experimented for chromosome aberration test. As a result, the number of mutated colonies induced by 4-NQO were reduced by AIE treatment in all strains, indicating that AIE may have antimutagenic effects. Bacterial reverse mutation and chromosomal aberration were not shown at all concentration of AIE, regardless of activation of the metabolic system. we concluded that two AIE samples used in this study have no genotoxic effects to human, according to the genotoxicity battery system suggested by ICH (International Conference on Harmonization).

• Journal of the Korea Concrete Institute
• /
• v.17 no.1 s.85
• /
• pp.129-137
• /
• 2005

In Korea, due to the insufficiency of natural aggregates and increasing needs of crushed stones, it is necessary to examine the alkali-silica reaction of the crushed stones. The reaction produces an alkali-silica reaction gel which can imbibe pore solution and swell to generate cracks that are visible In affected concrete. In general, crushed stones are tested by petrograptuc examination, chemical method and mortar-bar method, but the most reliable method Is mortar-bar test. This study tested alkali-silica reactivity of crushed stones of various rock types using ASTM C 227 and C 1260, and compared the results of two test methods. This study also analyzed effects of particle size and grading of reactive aggregate on alkali-silica reaction expansion of mortar-bar. The effectiveness of mineral admixtures to reduce detrimental expansion caused by alkali-silica reaction was investigated through the ASTM C 1260 method. The mineral admixtures used were nv ash, silica fume, metakaolin and ground granulated blast furnace slag. The replacement ratios of 0, 5, 10, 15, 25 and $35\%$ were commonly applied for all the mineral admixtures and the replacement ratios of 45 and $55\%$ were additional applied for the admixtures that could maintain workability. The results indicate that replacement ratios of $25\%$ for ay ash, $10\%$ for silica fume, $25\%$ for metakaolin or $35\%$ for ground granulated blast furnace slag were most effective to reduce alkali-silica reaction expansion under the experimental conditions.

• The Sea:JOURNAL OF THE KOREAN SOCIETY OF OCEANOGRAPHY
• /
• v.5 no.3
• /
• pp.224-232
• /
• 2000

Inorganic nutrient concentrations in relation to springtime physical parameters of the Yellow Sea were investigated during April 1996. Three major water masses, i.e., the Yellow Sea Warm Current Water (YSWC), Coastal Current Water (CCW) and Changjiang River Diluted Water (CRDW), prevailed in the study area. Water masses were vertically wel1 mixed throughout the study area, and nutrients were supplied adequately from bottom to surface layer. As result of ample nutrients supplied by vertical mixing together with progressed daylight condition, springtime phytoplankton blooms were observed, which was responsible for the depletion of inorganic nutrients in surface water column. Low nutrients concentration in bottom water of the central Yellow Sea (Stn. D9; nitrate: <2 ${\mu}$M, phosphate: <0.3 ${\mu}$) was associated with the entrance of YSWC which is characterized by high temperature and salinity. Influenced by runoff and vertical tidal mixing, CCW with high nutrient concentrations probably associated with China and Korea coastal waters with high nutrients concentration. For the local scale of inorganic nutrient distribution, nutrient transfers from coast to central areas were limited due to restriction imposed by tidal fronts (Stn. D6) and thus affected the horizontal nutrient profiles. Relatively high phytoplankton biomass was observed in the tidal front (Chl-${\alpha}$=12.38 ${\mu}$gL$^{-1}$) during the study period. Overall, the springtime nutrient distribution patterns in the Yellow Sea appeared to be affected by: (1) Large-scale influx of YSWC with low nutrient concentrations and CCW with high nutrient concentrations influenced by Korea and China coastal waters; (2) vertical mixing of water mass and phytoplankton distribution; and (3) local-scale tidal front as well as phytoplankton blooms alongthe tidal front.

• Journal of Internet Computing and Services
• /
• v.16 no.2
• /
• pp.49-55
• /
• 2015

According to the statistics of traffic accidents over recent 5 years, traffic accidents during the night times happened more than the day times. There are various causes to occur traffic accidents and the one of the major causes is inappropriate or missing street lights that make driver's sight confused and causes the traffic accidents. In this paper, with smartphones, we designed and implemented a lane luminance measurement application which stores the information of driver's location, driving, and lane luminance into database in real time to figure out the inappropriate street light facilities and the area that does not have any street lights. This application is implemented under Native C/C++ environment using android NDK and it improves the operation speed than code written in Java or other languages. To measure the luminance of road, the input image with RGB color space is converted to image with YCbCr color space and Y value returns the luminance of road. The application detects the road lane and calculates the road lane luminance into the database sever. Also this application receives the road video image using smart phone's camera and improves the computational cost by allocating the ROI(Region of interest) of input images. The ROI of image is converted to Grayscale image and then applied the canny edge detector to extract the outline of lanes. After that, we applied hough line transform method to achieve the candidated lane group. The both sides of lane is selected by lane detection algorithm that utilizes the gradient of candidated lanes. When the both lanes of road are detected, we set up a triangle area with a height 20 pixels down from intersection of lanes and the luminance of road is estimated from this triangle area. Y value is calculated from the extracted each R, G, B value of pixels in the triangle. The average Y value of pixels is ranged between from 0 to 100 value to inform a luminance of road and each pixel values are represented with color between black and green. We store car location using smartphone's GPS sensor into the database server after analyzing the road lane video image with luminance of road about 60 meters ahead by wireless communication every 10 minutes. We expect that those collected road luminance information can warn drivers about safe driving or effectively improve the renovation plans of road luminance management.

• Journal of the Korean Institute of Landscape Architecture
• /
• v.50 no.4
• /
• pp.63-76
• /
• 2022

This study was conducted to compare the perceptions of the park use status, importance, and satisfaction of users in the first implemented and completed Uijeongbu Jikdong Neighborhood Park among the private park special projects carried out as a countermeasure for long-term non-execution of urban parks. To this end, in the initiated project, apartment residents and non-residents were classified according to the promotion plan, and a questionnaire research on importance and satisfaction was conducted to analyze the park use status and IPA(importance-performance analysis). First, as a result of the analysis of the current situation in terms of locational characteristics that occur during the promotion of special projects for private parks, unlike the mountainous areas, the targeted site was close to flat land, indicating that users' satisfaction with the landscape was high. Second, the access of the apartment residents in the initiated project site was easy. Thus, the use rate of residents was relatively higher than that of the non-residents. Third, differences in perception by item were identified through the analysis of IPA and the establishment of strategies. In quadrant I, among the facilities and services, installing restrooms was the priority for residents, and parking facilities and rest facilities were the priority than installing restrooms for non-residents. In quadrant II, overall scores for residents and non-residents were similar, but the distance to the park was in quadrant III due to the low level of satisfaction among non-residents. In this study, the difference in perception between residents and non-residents may cause problems in access and facilities in managing the park in the future. Therefore, it would be necessary to find a way to improve it by establishing a management strategy that takes into account the difference in the perception of residents after construction. In addition, through the results of this study, it was judged that the purpose of park development, the selection of types of parks, and the selection of plans and management indicators for each kind would be significant in the promotion of initiated projects in the planning of park development.

• Asia Marketing Journal
• /
• v.13 no.2
• /
• pp.99-130
• /
• 2011

In recent years, a new way of differentiating product design has emerged -better known as 'masterpiece marketing,' this is a strategy where famous art pieces are borrowed on to product designs. Because the recent trends of well-being and LOHAS have encouraged the consumers' desires to enjoy culture and live a more opulent lifestyle, famous and notable paintings have grown to be more of "approachable masterpieces" to the public. As a strategy intended to develop a new consumerism, while still prioritizing customers' values and their satisfaction, companies have been drawn to this new type of marketing. The current consumption society has converted renowned art pieces from simply works of 'high culture' to a further way of marketing, aimed to differentiate products and dominate the market. Though many products have had masterpieces applied to their designs and have been noticed for their marketability, there has been less systematic research done on the scientific background behind this marketing approach. This research focused on the art pieces' fundamental nature of inducing emotions in the viewer, and hypothesized about how the evaluation of a product may be influenced by the affect provoked by the art piece used. To be more specific, if art pieces with different levels of pleasure and arousal -the two axis of emotion suggested by existing research on emotion -were used on each product, the goal was to see how the different levels influenced the consumer's assessment of the products, focusing on product's type as well as the evaluation of their attributes. First, a pretest was done to verify the relationship between the emotion provoked by the art piece and the consumer's preference. There were two types of surveys, each with five drawings from the ten that were assumed to differ in levels of the two axis of emotion. The survey was composed of questions asking for positive emotion, negative emotion, level of arousal, and preference. The correlation between the measurements of positive and negative emotions was -0.792, so an integrated entry was used in the analysis by subtracting the measurement of negative emotions from that of positive emotions. The first hypothesis that paintings that provoke positive emotions will be more preferred than paintings that bring out negative emotions was supported; and through this research, paintings that were to be used for the products were selected. The second pretest was conducted to settle on an item that would be used in the research. Items meant to measure utilitarian and hedonic attributes of milk and chocolate, the two products to be used in the research, were extracted. Because milk is a utilitarian product with strong practical attributes while chocolate is a hedonic product with strong hedonic attributes, these two were selected to be used in this research. The first study was executed to see if there is a difference in attitude about products that have different painting on their designs, which either induces positive or negative emotions. It was also to verify whether this difference in attitude was mediated by the viewer's preference for the art piece. This study showed that when positive emotion inducing painting was used, the product was better evaluated compared to the product with a painting that provokes a negative emotion, thus supporting the second hypothesis. It was also supported that the effect of affect on product evaluation was mediated by preference for the art piece. The second study was done to see the influence of the level of arousal on the evaluation of the product's attributes. Art pieces that differ in the level of arousal were selected through the pretest, and later it verified the hypothesis that the level of arousal has an effect on the assessment of the attributes of the product. In the case of milk, a utilitarian product, the fourth hypothesis that a high-arousal painting will better evaluated for its hedonic attributes was supported, as well as the fifth, which hypothesized that a low-arousal painting will receive a higher assessment for its utilitarian attributes. However, for chocolate, a hedonic product, both fourth and fifth hypotheses were not supported. This study is significant for the following basis: first, it verified the importance of the emotion induced by the painting on the evaluation of the product's attributes, by applying a systematic and scientific method. Second, it expanded from the existing research on positive/negative emotions to confirm the additional influence of the state of arousal on product evaluation.

• Clinical and Experimental Pediatrics
• /
• v.52 no.11
• /
• pp.1273-1278
• /
• 2009

Purpose:Congenital muscular torticollis (CMT), a common musculoskeletal disorder in infants, is characterized by the rotation and flexion deformity of the neck caused by sternocleidomastoid muscle shortening. We investigated the clinical courses and perinatal risk factors of CMT. Methods:Less than 6-month-old patients (98; M:F = 60:38) diagnosed with CMT between February 2007 and August 2008 were classified into 2 clinical subgroups, namely, SMT (sternocleidomastoid tumor) and POST (postural torticollis). All the patients were physically and neurologically examined prospectively and their cervical X-rays and ultrasonographies were obtained. Their medical histories about perinatal problems were recorded. Of the 98 patients, 45 with normal range of motion were taught passive physical exercises and 43 were referred to the Department of Rehabilitation for undergoing manual stretching therapy. Results:The mean age at initial assessment was 2.2 months (SMT: $1.4{\pm}1.0$, POST: $2.7{\pm}1.6$). SMT presented earlier than POST. All ophthalmologic examinations and cervical X-rays were normal. SMT was associated with higher incidence of caput succedaneum and cephalhematoma. POST was highly associated with plagiocephaly. Mean duration of rehabilitative physical therapy was 3.7 months (SMT: $4.6{\pm}2.5$, POST: $2.6{\pm}1.9$). POST resolved earlier than SMT. Of the 88 patients with follow-up, 87 had total resolution and only 1 had residual torticollis. Conclusion:All the patients received early treatment with passive stretching exercises. CMT was associated with perinatal problems and had various risk factors such as obstetrical problems.

• Journal of the Korean Academy of Child and Adolescent Psychiatry
• /
• v.13 no.1
• /
• pp.153-162
• /
• 2002

Summary：This study was designed to examine the effect of mother's depressive mood and parenting related attitude on parenting behavior, focusing on the cases having an ADHD child. Method：A total of 82 parents, 31 parents having children with ADHD and 51 normal, were involved in this study. The children of ADHD and normal group were 6-11 years old. ADHD group were diagnosed as attention-deficit hyperactivity disorder by psychiatric doctor and psychological evaluations using DSMIV criteria and the normal group were excluded by using Diagnostic Rating Scale-Parent, Teacher Form. The mothers of both group completed a series of questionnaire about mother's depressive mood and parenting-related attitude. To investigate the relationships between each variables, Student's t-test, correlation, stepwise regression, and hierarchical regression analysis were performed. Result：In correlation analysis, Mothers with an ADHD child were likely to report more coercive parenting behavior, more negative parenting-related attitudes, and depressive mood than normal group. In regression analysis, mother's parenting stress, dysfunctional thoughts, parenting competence, and depressive mood predicted coercive parenting behavior significantly, total explaining 50% of its variance, and especially depressive mood explained 29% of their coercive parenting behavior. These Results indicated that mother's depressive mood accounted for a substantial portion of coercive parenting behavior. Conclusion：These findings suggested that it is significantly important to reduce Mother's depressive mood through dealing with parenting sense of competence and dysfunctional thoughts, so, both parent education program and cognitive-behavioral therapeutic approach are needed to change parent's coercive parenting behavior. Finally, limitation of the present study and suggestions were discussed for further studies.

• Journal of Food Hygiene and Safety
• /
• v.33 no.4
• /
• pp.272-279
• /
• 2018

The high pressure processing (HPP) is a technology which can preserve the quality of foods, such as the fresh taste, incense, texture, vitamin content, and so on, by minimizing the heating process. It does so by applying an instantaneous and uniform pressure that is the same as the water pressure that is 60 km deep in the sea. HPP is a technology that can inhibit food poisoning and spoilage caused by microorganisms and is currently an actively studied area. In this study, we investigated the effects of a high pressure treatment (0, 4, 6 min) on sliced ham, which is a typical meat product, at 600 MP a were tested for their effect on freshness. Moisture contents varied from 48 to 69%, salinity varied from 1.07 to 1.11%, and the pH decreased from 6.4~6.5 to 6.1~5.15. However, there was no difference between the control and treatment groups. General bacteria stored at $20^{\circ}C$ after hyper-pressure treatment were found to have no significant microorganisms in all groups until 4 weeks. but exceeded $10^5$ in control group and HPP 6 min treatment group from 5 weeks, At week 7, it was found to exceed $10^6$. The results indicate it was not possible to ingest food in the 4-and 6 minute treatment groups. Coliform was not observed in all groups despite observing for a total of 7 weeks at $20^{\circ}C$ weight test. VBN, a method used to determine the protein freshness of meat, showed a VBN value of less than 1 mg% until the fourth week and a value of 1 to 2 mg% after 5 weeks. The TBA was used as an index of the degree of fat acidosis in the meat tissues. The results showed it was below 0.18 mgMA / kg until the end of 7 weeks; this value was within the range for fresh meat, and there was no difference in treatment group. In this experiment, deformation of the packaging material did not occur and no swelling occurred due to the generation of gas. It is believed that the basic preservation effect was achieved only by blocking with the air due to the close contact of the packaging material.