• Proceeding of Spring/Autumn Annual Conference of KHA
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• 2004.11a
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• pp.105-109
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• 2004

The purpose of this study is to find out branded apartment images families with different children ages favored. On-line survey was conducted in the Seoul Metropolitan Areas, and the 181 responses were used for the data analysis. Four children age cohorts were applied to describe favorable branded apartment images - families with infants or toddlers, elementary school children, adolescents and college students. The finding indicated that the respondents preferred branding apartments mainly because it was likely to reflect quality. Also it was found that the most favorable branded apartment image was safety, and the investment-related image was favored by families with young children while the image of comfort by those with adolescents. Families with kids preferred the image of environmental friendliness, those with did a health-related image, and the other two groups did the safety image.

• Proceeding of Spring/Autumn Annual Conference of KHA
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• 2006.11a
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• pp.237-241
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• 2006

The Qualitative improvements of outdoor spaces are unsatisfactory in comparison with that of indoor environment in existing apartments. Lately construction companies are differentiating the outdoor spaces of apartment complexes to meet needs of residents. However, high-rise buildings inherently have limitations on providing exposure to the outdoor settings and inappropriate lightings could have serious impacts on physical and psychological health of residents. Therefore, the purpose of this study is to provide useful information for the luminous environment of outdoor spaces through the analysis of current apartment complexes' lighting plans. Outdoor space of branded apartment complexes in Seoul, built after the year 2003, were researched. Through site visits, illumination level and lighting plans were investigated classified into entry area, passage area, plaza, rest area, exercise area, and play area. With the result, illumination level of apartment complexes researched was lower than KS illumination standard in all areas and the lighting plans were mostly shown in different condition of first intended lighting plan because of insufficiency of maintenance in lighting system. Therefore, it is need to provide better luminous environment to make outdoor space more lively and energetic at the night time.

• Korean journal of communication and information
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• v.39
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• pp.473-505
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• 2007

Advertising is regarded as one of media's most proficient instruments of reflecting changing society. It represents the channel through which globalization and consumption culture have spread into everyday life. This study explores the significance and representations of multi-culturalism in contemporary television commercials. For the purpose, the social and historical meanings of the term 'multi-culturalism', generated inside and outside Korea, are discussed. A series of text analysis are followed, focusing on the representation of non-Korean models in terms of ethnicity and race. The result shows that the advertising is the instrument utilized in creating the relationship between multi-culturalism and racialism, which is called 'strategic multi-culturalism'. This strategy commonly happens in today's commercial advertising such as information/telecommunication, real estate/branded apartment complex, and bank/finance market. Despite the increasing number of multi-cultural commercials in the past decade, multi-culturalism in Korean society has not yet fully articulated.