• Journal of Global Scholars of Marketing Science
• /
• v.17 no.3
• /
• pp.61-81
• /
• 2007

Recently, use of foreign models and foreign language in advertising is a general trend in Korea even though the effect has not been well-known..Most of the previous research shows rather an opposite effect claiming marketing communication is more effective when higher congruity between marketing communication and consumer's cultural values are achieved. However, the introduction of global culture due to the expansion of new media such as Internet or cable television makes the congruity not the best choice of marketing strategy. In addition, use of highly attractive models in advertising to increase the effect of advertising is general. However, recent studies show that targeted women audience tend to compare themselves to the highly attractive models and do experience negative sentiment. Bower (2001) proved the difference between 'comparer' and 'noncomparer' when women face highly attractive models. The results show that a comparer who has an intention to compare highly attractive model (HAM) with herself has a significantly negative effect on model expertise, product argument, product evaluation and buying intention. Therefore, HAM is not always a good choice and model attractiveness plays a role in the processing other cues or changing the advertising effect from result of processing other cues. The purpose of this study is to investigate the effect of the use of foreign language on the advertising response of the audience with regard of the model attractiveness. For the empirical study, the virtual advertising using foreign models (HAM, NAM), brand names and slogans(Korean, English) were used as stimuli. The respondents of each stimulus were 75('HAM-Korean'), 75('NAM-Korean'), 66('HAM-English') and 66 ('NAM-English') respectively. To establish the effect of marketing communication, the attitude for media(AM), the attitude for product(AP), targetedness(TD), overall quality(OQ), and purchase intention(PI) with 7 point likert scale were measured. The manipulation was verified to check the difference between HAM attractiveness assessment (m=3.27) and NAM attractiveness assessment (m=5.12). The mean difference was statiscally significant (p<.05). As a result, all consequences were significantly changed with model attractiveness, and overall quality evaluation(OQ) were significantly changed with language. The interaction effect from model attractiveness and language was significant on attitude toward the product(AP) and purchase intention(PI). To analyze the difference, the mean values and standard deviation of consequences were compared. The result was more positive when model attractiveness was high for all consequences. For language effect, the assessment was more positive when English was used for OQ. Considering model attractiveness and language simultaneously, HAM-Korean was more positive for AP and PI, and NAM-English was more positive for AP and PI. In other words, the interaction effect was confirmed by model attractiveness and language. As mentioned above, use of foreign models and foreign language in advertising was explained by cultural match up hypothesis (Leclerc et al. 1994) which claimed that culture of origin effect. In other words, in advertising, use of same cultural language with the foreign model could make positive assessment for OQ. But this effect was moderated by model attractiveness. When the model attractiveness was low, the use of English makes PI high because of the effect of foreign language which supported the cultural match up hypothesis. When the model attractiveness was low, the use of Korean made AP and PI high because the effect of foreign language was diluted. It was a general notion that the visual cues got processed before (Holbrook and Moore, 1981; Sholl et al, 1995) compared to linguistic cues. Therefore, when consumers were faced HAM, so much perception was already consumed at processing visual cues making their native language of Korean to strongly and positively connected with the advertising concept. On the contrary, when consumers were faced with NAM, less perception was consumed compared to HAM, making English to accompany cultural halo effect which affected more positively. Therefore, when foreign models were employed in advertising, the language must be carefully selected according to the level of model attractiveness.

• KEPCO Journal on Electric Power and Energy
• /
• v.5 no.3
• /
• pp.135-140
• /
• 2019

Lattice towers and tubular steel poles have been commonly used for electrical power transmission in Korea. They are durable, structurally stable, simple and can easily be constructed in limited spaces. However, residents are opposed to construct transmission lattice towers in their areas because they are not visually attractive, and electrical field occur at the transmission lines. Underground transmissions have been used instead of the traditional towers to resolve these problems, however they are not cost effective to construct and run. Therefore, we have developed eco-friendly towers that are more attractive, well blending into the surrounding environment, and much more economical than underground transmissions. There are four categories of the eco-friendly electric transmission towers about design aspects. Firstly, there is decoration type such as tree tower and ensemble tower. Tree tower looks like actual trees with leaves and branches so it blends into surroundings. Ensemble towers were designed after pair of crane birds. Those towers have decoration features and art works. Structural examination and manufacturing this type would be very similar to the conventional transmission towers. Secondly, there is arm design type such as traditional tower. Design features are added to the existing towers. As partial design can be adoptable on these types, it can easily meet height regulations and attach to conventional lattice towers and tubular steel poles. Also, these towers are more economical than others. Third category is multipurpose type such as Sail Tower. These towers have simple pole or tubular structure with features which can be used as information message board, public relations and much more. This type will face greater wind pressure because of the area of the board, also visibility must take into consideration. Lastly, there is moulding type such as arc pylon. It is different shape to the conventional towers - lattice towers and tubular steel poles. Dramatic design changes have been adapted - from a hard and static tower to a soft and curved tower. These towers will well stand out in the field. However, structural examination and manufacturing this type would be difficult and costly. Also certain towers of this type would require scaffolding or false work to construct, which will result in limitations of the construction area. This paper shows KEPCO 154 kV Sail tower in detail. KEPCO 154 kV Sail tower that is included in fabrication of sample tower and tower testing has developed and the results are presented in this paper. We hope that sail tower is also considered as a solution to have public acceptance or to create a familiar atmosphere among towers and people in coastal area.

• Journal of Korean Public Health Nursing
• /
• v.15 no.2
• /
• pp.285-300
• /
• 2001

In order to provide basic data for developing problematic drinking prevention program through the investigation of the knowledge and attitude on drinking of the elementary students, a survey was conducted covering 630 fourth, fifth, and sixth graders in 5 elementary schools, in Seoul. Data was collected by using structured questionnaire. The results of the survey analysis were as follows : 1. Among the students under inquiry, $55.4\%$ answered they had the experience of drinking and $1.9\%$ of them enjoy the drinking. 2. The degree of drinking-related knowledge of respondents were 8.41point with the highest score being 13. The score were significantly higher in the students with good school record and higher mothers' educational level than those of other group. 3. With respect to the attitude of students toward adults' drinking, $54.8\%$ responded that inebriated adults in the bus or subway cause inconvenience to others. Students who maintain good school grades, are satisfied with school lives, whose fathers have high educational background or who receive great attention from parents showed more negative and strict attitude toward adults' intoxicated appearance. Concerning the drinking at home, $51.6\%$ of respondents said they hope that adults do not drink at home. Students who have experience of drinking and whose parents drink revealed more generous attitude toward adults' drinking at home than those who do not. With regard to the drinking of friends or senior students, $55.0\%$ of students said they try to stop the drinking. Respondents with no experience of drinking were more generous toward the drinking of friends and colleagues than those who drank before. Students who are in low graded. maintain high school marks, face no problems in school life or receive great attention from parents demonstrated greater disapproval of drinking. Most respondents$(65.3\%)$ said they were not interested in the scene of drinking in mass media. Those having experience of drinking or parents who drink showed more tolerant attitude toward drinking in mass media than those who do not. Students who are in low grades, face many problems in school life or receive small attention from parents showed greater tendency to find the scene of drinking attractive. 4. The more knowledge they get, the more rigid view they had in drinking.

• Journal of Service Research and Studies
• /
• v.13 no.3
• /
• pp.20-38
• /
• 2023

Recently, car sharing has shown the most remarkable growth among sharing economy services. In the process of analyzing the intention to reuse the car sharing service, this study tried to reflect the unique characteristics of the service, which consists of non-face-to-face self-service, such as reservation, approval, handover, inspection, and return of the vehicle. Specifically, in addition to the perceived benefits and the perceived risks, we considered 'information quality' as a platform characteristic and 'self-efficacy' as a personal characteristic. To collect data, an online survey was conducted on adults with experience in car sharing, and a total of 320 responses were used for analysis. As a result of analyzing the structural equation model, it was found that information quality and self-efficacy increased the perceived benefits of services, and the higher the information quality, the higher the self-efficacy. On the other hand, the role of information quality and self-efficacy in lowering perceived risks was insignificant, and the intention to reuse services was more affected by perceived benefits than perceived risks. As a result of further analysis using Process Macro, it was found that the effect of self-efficacy on reuse intention was mediated by perceived benefits. It was analyzed that the indirect effects of information quality on reuse intention through perceived benefits or self-efficacy were all significant. These results suggest that providing timely, sufficient, and easy-to-understand information required by users on the platform improves self-efficacy and increases service reuse intention. In order to increase the number of service users, it is important for service providers not only to provide promotional activities such as offering attractive prices, but also to provide high-quality information so that users can use it more easily.

• Korean Journal of Social Welfare
• /
• v.60 no.1
• /
• pp.77-102
• /
• 2008

The purpose of this study is to know what impression management(IM) tactics social work applicants use in their job interviews and what relation between their IM tactics and interviewers' evaluation exists. To accomplish this purpose, we reviewed the precedent researches about IM and conducted a qualitative study with the applicants in a community welfare center which adopted open approach in recruitment process. We analyzed the applicants' IM tactics through observing video-taped interview sessions and reviewing interviewers' rating paper. The results showed that the social work applicants mainly used self-promotion tactic for emphasizing their strengths and justification tactics for expressing their weaknesses. Some applicants often used fit-with-organization and other-enhancement belonged to ingratiation tactics. According to interviewers' rating results, the applicants with deep eye contact, calm attitude or smiling face gave a good impression to the interviewers. In the final discussion, an applicant who adopted diverse verbal and non-verbal tactics and expressed her point clearly was perceived attractive by the interviewers and accepted as the best choice. Based on this qualitative analysis, we have made several practical suggestions for social work applicants, social work researchers and social work organizations.

• International Commerce and Information Review
• /
• v.9 no.1
• /
• pp.381-399
• /
• 2007

UCP 600 will now come into effect on 1 July 2007, giving practitioners more than six months to prepare for the change. The vote on the UCP was also a favourable vote on eUCP Version 1.1 which was amended to bring it into conformity with the new rules. ICC Banking commission unanimeusly approved the revised UCP 600 on 26 October 2006 in paris convention. The most important revision of UCP600 have altered the technical and difficult to understand wording of UCP500 into plain simple precise and concise language, The singuler achievement of UCP600 is its elimination of phrase like "reasonable care" "reasonable time" and "an it's face" from the rule. The introduction of separate articles 2 and 3 on "Definitions" and "Interpretation" which contain the concept of "honour" along with the inclusion of certain ISBP wording in UCP, should bring about far greater clarity and precision than in many of the contentions articles in UCP500. The definition of negotiation should help lay to rest the controversies surrounding the terms of negotiation. The removal of reasonable time and the replacement by five banking days should speed the process and make L/Cs more attractive in the market, nevertheless UCP600 have many problems in appling it in practical field. For example the definition of credit, negotiation and purchase it's accepted or undertaken payment draft by accepting bank or deferred payment bank, the second advising bark's position etc. so, I will introduce in this thesis the important revised articles of UCP600 and investigate the problems in applying it in practicle field with reference to the specialist's opinion of the practical field and ICC opinions of drafting Group.

• The korean journal of orthodontics
• /
• v.48 no.1
• /
• pp.23-29
• /
• 2018

Objective: In accordance with the changing demographics in the United States, orthodontists working on various ethnic populations should be more conscious when using the standardized profile analyses for the African American patient. The objective of this study was to examine whether the perception of lip protrusiveness in modern African American faces has changed. For this purpose, we investigated the most favorable African American lip profile using the opinions of 10 experienced and 10 newly trained younger orthodontists. Methods: Attractiveness was converted to a number on visualized analog scales. Comparative ranks on 16 African American profiles, with focus on lip protrusiveness and thickness, were made among the groups. Mixed-effects linear regression models were fit and group differences were estimated. Results: Younger orthodontists favored a more protrusive lip profile, and the variance in their perceptions was narrower than those of older orthodontists. Measurements related to upper lip protrusion showed the strongest correlation to attractiveness (r = -0.82). The association with attractiveness decreased linearly as the protrusiveness of the upper lip increased. Steiner's E-line was the most influential reference for determining the level of attractiveness for the older orthodontists, whereas upper lip protrusion was the most influential factor for the young orthodontists. Conclusions: An adequate level of lip protrusiveness and thickness should be essential for maintaining attractive esthetics in African American patients. Yet, a new set of standards for prominent lips in this population is necessary to reflect the current trend in the concept of a beautiful face in the modern world.

• Fashion & Textile Research Journal
• /
• v.6 no.3
• /
• pp.367-376
• /
• 2004

The purpose of this study is to analyze the image evaluation and the preference of tailored jacket focused on the collar's figure according to the body type and the degree of satisfaction with their body of middle-aged women. For this study, twenty seven different types of tailored jacket were designed with some variation of their silhouette, the length and the collar's figure on three hundred and twenty three middle-aged women ranging from 35 to 50 years old. There was a significant difference in the image evaluation and the preference of tailored jacket according to the body type of middleaged women. The women of the type 1 evaluated that portrait lapel collar were the most fascinating, elegant and active, tender and they preferred that style. The women of the type 2 evaluated that breast lapel collar were the most fascinating, elegant and active, tender and they preferred that style. The women of the type 3 evaluated that breast lapel collar were the most fascinating, elegant and active, tender and they preferred that style. The women of the type 4 evaluated that waist lapel collar were the most fascinating, elegant and active, tender and they preferred that style. There was a meaningful difference in the image evaluation and the preference of tailored jacket according to the degree of satisfaction with their bodies. As satisfied with their face size, they thought breast/portrait lapel collar were more attractive, graceful and active, soft and they preferred that style. As satisfied with weight they regarded portrait lapel collar as more attrative, graceful and active, soft and they preferred that style. In this study we found that the middle-aged women evaluated the tailored jacket which was looking esthetic and fitting their body types, as the most attrative, elegant, active, and tender clothing and they prefered that kind of tailored jacket.

• Asia-Pacific Journal of Business
• /
• v.4 no.2
• /
• pp.1-10
• /
• 2013

According to the Global Retail Development Index (GRDI) published by A.T. Kearney (2012), India is the $5^{th}$ most attractive retail destination in the world. The retail industry in India has been largely fragmented with small businesses dominating the retail landscape, with very few large players having multiple retail outlets. However, in the last few years, the industry has witnessed a significant growth in the number of large retailers having a chain of outlets across the country. This growth in the organised retail sector has driven primarily by large Indian retail organisations and conglomerates. With the government reducing the restrictions on foreign participation in Indian retail business by increasing the FDI cap on both single and multi-brand retail outlets, the industry is likely to see an explosive growth in the organised retail sector which accounts for only 8 percent of the total industry. With more foreign retailers poised to enter into the country, one of the key issues that the industry may face is finding the right quality of manpower. Literature suggests that in an industry which is characterised by players offering similar kinds of product assortments at similar price levels, success would be governed by the quality of service, which entails employees having the right skills and attitudes for offering quality service. Therefore, the two key issues that may be of importance for retailers are levels of skills and the motivation of the employees. However, according to the National Skill Development Corporation (NSDC, 2009), a significant skill gap exists in the industry, which may widen further in the years ahead, leading to greater challenges for organisations. This paper highlights some of the challenges and issues which characterise the industry in India, and suggests how companies could look at these challenges and seek ways to overcome these challenges.

• Clean Technology
• /
• v.2 no.2
• /
• pp.51-59
• /
• 1996

Billions of tons of industrial waste are generated annually in industrialized countries. Managing and legally disposing of these wastes costs tens to hundreds of billions of dollars each year, and these costs have been increasing rapidly. The escalation is likely to continue as emission standards become even more stringent around the world. In the face of these rapidly rising costs and rapidly increasing performance standards, traditional end-of-pipe approaches to waste management have become less attractive. The most economical waste management alternatives in many cases have become recycling of the waste or the redesign of chemical processes and products so that wastes are prevented or put to productive use. These strategies of recycling or reducing waste at the source have collectively come to be known as pollution prevention. The engineering challenges associated with pollution prevention are substantial. This presentation will categorize the challenges in three levels. At the most macroscopic level, the flow of materials in our industrial economy, from natural resource extraction to consumer product disposal, can be redesigned. Currently, most of our raw materials are virgin natural resources that are used once, then discarded. Studies in what has come to be called industrial ecology examine the material efficiency of large-scale industrial systems and attempt to improve that efficiency. A second level of engineering challenges is found at the scale of individual industrial facilities, where chemical processes and products can be redesigned so that waste is reduced. Finally, on a molecular level, chemical synthesis pathways, combustion reaction pathways, and other material fabrication procedures can be redesigned to reduce emissions of pollution and unwanted by-products. All of these design activities, shown in Figure 1, have the potential to prevent pollution. All involve the tools of engineering, and in particular, chemical engineering.