• Asia Marketing Journal
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• 제17권4호
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• pp.21-42
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• 2016

Purpose: Social influence has a decisive role in shaping a person's cognition and behavior. Chinese face consciousness, including moral component, is an important part of Chinese traditional culture, which influences people to implement moral behavior. With both eye-tracking technology and traditional questionnaire, this research aims to explore people's moral psychology and the psychological processing mechanisms of Chinese face consciousness, as well as the impact of Chinese face consciousness on the preference for the ecological product. Method and Data: 75 college and MBA students' eye movement data were collected when they read different kinds of moral materials, as well as data from the subsequent questionnaires. To test the hypothesis, ANOVA analysis and Heat Map analysis were performed. Besides, the PROCESS of bootstrap was used to test mediation effect. Findings: The results reveal that: 1. Compared to the moral-situation reading, when subjects read immoral situations, they need more processing time due to the moral dissonance and cognitive load. 2. Compared to the control condition, when threatened moral self is primed, subjects prefer to choose ecological product. 3. Protective face orientation is the mediator between threatened moral self and preference to ecological product. Key Contributions: First, this study broadens the use of eye-tracking technology in marketing and demonstrates a better understanding of the relationship between morality and consumer behavior in a more scientific way. Second, this study not only distinguishes the meanings between "protective face orientation" and "acquisitive face orientation", but also innovatively validates that when moral self is threatened, consumers tend to choose ecological product as moral compensation in order to protect their face. It can shed light on the promotion of ecological product in practical applications.

• 비교문화연구
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• 제27권
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• pp.59-79
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• 2012

China and Japan are geographically close and the two countries had shared the Chinese Character Culture and the thoughts of Confucianism, Buddhism and Taoism since the ancient age. They also actively exchanged culture in various areas. Some cultural exchanges had been caused by surrounding environment and culture had been introduced to other country in a natural way; while some cultural exchanges had been forcibly introduced through artificial process. It is believed that such cultural phenomenon must have had impact on the make-up cultures of the two countries and it was assumed that there must have been commons and differences in the make-up cultures of the two countries. This study explored the historical background of the Ching dynasty of China and the Edo Age in Japan, which are in the same time frame, and studied the aesthetic consciousness of the two countries at the time. Then the make-up style of ladies in the two countries had been studied to find out how their aesthetic consciousnesses had been expressed in the make-ups of the two countries. Then the commons and differences in make-up skills between the two countries had been identified. According to the study results, the main stream of aesthetics during the Ching dynasty in China can be classified into Confucianism aesthetics and Taoism aesthetics. On the other hand, the main stream of aesthetics during the Edo Age in Japan can be classified into "mitate(見立)", "ikki(いき)" and "garumi(かるみ). The skin care in the make-up culture of Ching dynasty in China was based on "rouge (?脂, yanzhi)" and "powder(粉, fen)". The Ching ladies loved the make-up style using rouge. It had been same both in the high society and common people. The eyebrow care was delicate and curved so that the feminine beauty with elegant spirit could be emphasized. The lips had been expressed to be smaller and the ladies tried to express elegance and reliability, rather than frail and tender feminine image. The skin care in the make-up culture of Edo Age in Japan focused on even applying of white powder so that the face would look soft. The eyebrow make-up was a very important part of the make-up. The shapes of eyebrow had been advanced in various styles and there had been eyebrow make-up styles such as "crescent-shaped brow (三日月), "crane style brow (鶴眉) and "Tang style brow (唐眉). The lips had been applied of thick red color, imitating the make-up skill of the ladies in the entertainment business. The lips make-up skill expressing the lips in two colors had been quite popular. Among the make-up skills during the Edo Age in Japan, the "black teeth (齒黑)" can be said as the most unique make-up style of Edo Age.

• 동양고전연구
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• 제71호
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• pp.231-258
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• 2018

본고는 "천의소감언해"의 이본 간의 차이를 문체론적 측면에서 살펴보고 그 차이의 요인에 대하여 고찰하였다. 목판본과 필사본의 언해는 전제된 독자층에 따라 달라질 수 있고 이본 간의 문체적 차이는 독자층의 확대성에 따라 달라질 수 있다. 이에 본고에서는 언해자인 화자와 독자층인 수신자의 상관관계 속에서 화자의 의도에 따라 문체의 효과가 어떻게 나타나는지를 고찰하였다. II장에서는 이본 간에 나타나는 문체론적 차이를 수용자에 대한 언해자의 경의 표현, 정서 표현, 공적 관계 의식 표현으로 구분하여 살펴보았다. 경의 표현은 목판본에서보다 필사본에서 더 적극적으로 드러난다. 존칭 주어 표지인 '겨 오셔'와 화자 겸양의 표지인 '- -'은 필사본에서 훨씬 빈번하게 나타난다. 긍정적 정서 표현을 위해 필사본에서는 감탄형 어미가 사용되었는데 이는 수용자의 말이나 행동에 대하여 감정적으로 강하게 동조하기 위한 것으로 보인다. 반면 목판본에서는 역신이나 역모에 가담한 죄인을 하대하는 의미로 인명 뒤에 '-이'를 붙여 부르고 있다. 그리고 필사본에서의 긍정문이 목판본에서는 이중부정문으로 표현되었는데, 이는 목판본에서 임금의 왕위 계승에 대한 의의와 당위성을 더욱 강조하고자 한 것이다. 언해자의 공적 관계 의식은 고유어 지명의 훈독 표기 방식을 통해 살펴볼 수 있다. 또한 공적 관계를 드러내는 목판본에서는 고유어의 지명을 한자로 나타내는 것에 비해 필사본에서는 고유어로 표기하고 있다. III장에서는 이본 간의 문체론적 차이가 무엇에서 비롯되었는지에 대하여 살펴보았다. 차이의 요인을 언해의 목적에 따른 수용자의 계층과 범위, 수용자에 대한 언해자의 태도, 언해자와 수용자의 대면적 상황으로 구분하여 고찰하였다.