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

• Cartoon and Animation Studies
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• s.41
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• pp.553-578
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• 2015

The Korean society was forcefully merged with the invasion of Japan in 20th century, and traditional culture of Korea was damaged severely by colonization from Japan. After liberation, Korean society experienced drastic social change with Korean War, and industrial economy and democratic system developed as modernization and democratization occurred. However, Korean traditional culture dissolved more severely as Korean society developed industrial economy and democracy. As criticism of existing Western center of society and the emphasis of cultural identity of non-western regions and third-world, world society preferred exchange of culture of diverse nations and people with each other in advent of postmodernism thoughts in mid-late 20th century. If the cultural identity of Korea was dissolving meanwhile, it was needed to be recovered again. Despite the research in Korean history, language, art, architecture was performed to recover cultural identity of Korea, it did not go in-depth with Korean mythology, for Korean mythology is considered as superstition or savage. Mythology shows subconscious group psychology of people who live in certain specific region. Studying Korean mythology is one of the ways to rediscover cultural identity of Korea. In order for Korean mythology to be known to many people, its stories should be told by media. There were movies, plays, drama, and novels produced based on existing Korean mythology as introduction, then these mythical stories are appear in subculture contents such as recent comics, animation, webtoon, games, and light novels. Then population of game players and webtoon readers increased as dissemination of PC and smart phones, and increasing market scale of subculture contents increased a population of consumers of comics, animation, and light novel. Consumers of sub-culture contents were interested as many of these contents were created, base on Korean mythology. Therefore, this paper is written as research on Korean mythology and its signification in sub-cultural contents which were produced base on Korean mythology.

• Korean Institute of Interior Design Journal
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• v.26 no.3
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• pp.81-90
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• 2017

Subsidiary welfare facilities in an apartment complex are one of the most important factors for consumers when they buy an apartment due to an increase of consumers' consciousness level, increase of leisure time, and increase of cultural life. This study aims to analyze layout types and characteristics of subsidiary welfare facilities at the apartment complexes in the second phase new towns, investigate the current situation and find out the improvement direction. For this purpose, this author investigated three "second phase new towns" which were designated as a new town at similar time, and selected a total of 15 apartment complexes by selecting 5 complexes in each of the three new towns. Literature survey, case visit, photo shoot, user observation survey were used as study methods. The results of the study are as follows. First, it was found that a mixed type was the most common type of plane layout types in the subsidiary welfare facilities. This type improves accessibility and equity of the residents as the facilities are appropriately placed based on the functions and the user characteristics. Second, it can be considered that a distributed type for senior citizen centers and daycare centers may give independence to specific users, but it may give a sense of alienation to the elderly. Moreover, it does not have enough community so that it is necessary to make proper supplementation. Third, there were two lay out types. The first one is that the subsidiary welfare facilities are placed with step difference and the second one is that they are placed in sunken places using the underground space. Fourth, all layout types of outdoor facilities are distributed types, and it is considered that measurements for a proper balance of accessibility and equity are required.

• The Journal of the Korea Contents Association
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• v.9 no.12
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• pp.637-646
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• 2009

This study aims at granting maximum high values to local brand images as megatrend in global markets by monitoring local differentiations which local images in each area are classified in abstraction on the side of cognitive aspects of consumers and finally achieving the redefinition of domestic markets with differentiation strategies for revitalizing cultural communication tools in terms of the creation of future local marketing strategies. This study newly classifies the cognitive aspects of domestic consumers into 4 distinguished patterns for creating an image of each local area and analyzes image creation factors for each local image in 5 aspects affecting the image creation of local brands.

• 한국사회복지학회:학술대회논문집
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• 2004.04a
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• pp.365-382
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• 2004

The purpose of this study was to explore the concepts of health among people with mobility disabilities in order to develop a new holistic model of health and to identify implications for social work practice. A qualitative study based on face-to-face interviews with people with mobility disabilities was conducted. Nine consumers and nine social workers with mobility disabilities participated in the study. Social constructionism, heuristic paradigm, empowerment paradigm, and strength perspectives were used to form conceptual foundations to guide the study. Study participants' holistic descriptions of the concept of health encompassed five domains: biological/physical, mental/emotional, financial, relationships with others, and spiritual. Participants described health as harmony among these five domains. Harmony indicates that all five domains contribute to the concept of health, and that each domain is related to the others. Participants also viewed disability and health as an interconnected whole, not separate concept. The conceptual model developed in this study expands on the existing concepts of health by considering multiple factors at the personal and environmental levels, as well as interactions among the factors and between the levels. The personal level has five domains: biological/physical, mental/emotional, spiritual, financial, and relationships with others. The environmental level has also five domains: relationship with others, financial, social programs, social attitudes toward peoplewith disabilities, and physical environment. All factors under the personal and environmental levels also affect each other. The holistic concept of health for people with disabilities is not solely a part of the person, but rather is a function of the interaction between the person and their environment. The study demonstrated that people with disabilities have strength and resiliency, and health is an attainable goal for them, particularly when environmental and cultural barriers are addressed. The focus of social work practice should be the removal of those barriers encountered by their consumers with disabilities, as well as, the enhancement of internal factors that facilitate well-being.

• The Journal of the Korea Contents Association
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• v.20 no.5
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• pp.665-680
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• 2020

This study analyzed changes in Korean online-game market from RPG to MOBA and FPS/TPS genre, based on Azuma Hiroki's database consumption theory. After selecting the representative game for each genre: World of Warcraft, League of Legends, and Overwatch, we analyzed the games' story, characters, progress, and simulacre produced by game users. The results of this study confirmed that changes in popular genre in the domestic online-game market proceed from consumers' verging toward database consumption. We also found that Korean game users prefer smaller stories and characters based on database, and that consumers have produced more rigorous simulacre than those in other cultural areas and re-databased it for next consumption. This study is the first to analyze changes in the domestic online-game market and adds a contribution to the literature in terms of incorporating Azuma Hiroki's consumption theory into the domestic game market.

• Journal of the Korea Fashion and Costume Design Association
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• v.10 no.1
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• pp.145-159
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• 2008

This study has examined the shift in fashion styles in Korea by analyzing trends in fashion environment and fashion image by seasons in Korea to understand the domestic fashion flow from 2000 to 2006. Since 2000, with the well-being trend, polarization of consumption, preference in luxury orientation, and digital revolution, consumers became individualized and detail oriented. They also became smart consumers equipped with information and knowledge in making choice and purchasing products suiting their taste. To satisfy the consumer trend, fashion market also saw changes such as expansion of advanced distribution, totalization of brands, growing of on-line shopping mall, expansion of outdoor-wear market, and formation of masstage(mass+prestage) market. Fashion images in domestic women's wear since 2000 are analyzed as classic, elegant, minimalism, romantic, bohemian & vintage, ethnic, glam, girlish, kidult, sportive, femiculine, military, and lingerie image. Classic, romantic, and bohemian & vintage are the images that were popular throughout 2000 to 2006. Fashion images of domestic women's wear showed changes in three periods: Sportive image was popular in FW 2002; military image in SS 2003 to SS 2005; and femiculine, glam, and minimalism images in FW 2005 to FW 2006. Through information and detail-oriented emotion, the wide-ranging acceptance of global trends, the consumer tendency towards purchasing products quickly and conveniently, the speedy supply of trendy products both on-line and in-store, and the evolution of the fashion market towards providing one-stop shopping and a cultural space, different fashion images have all emerged at the same time in Korea. It looks like this phenomenon is set to continue for a while.

• Proceedings of the Fisheries Business Administration Society of Korea Conference
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• 2007.06a
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• pp.19-41
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• 2007

In Side of Supply and Demand of Fisheries Products, The Aquacultural Industry stayed in subsidized situation for the whole fishery industry of korea when it's dawned. But nowaday, the Aquacultural Industry has been developed to unique industry itself, and it could be said the Hoe - korean style Sashimi or Sushi culture of korea can't exist without its aquacultural industry. So it could be said that the Aquacultural industry is not only a part of the fishery industry but also inevitable unique industry. The main objective of this paper is to analysis the present situation for production of Flatfish, distribution of Flatfish, and consumption structure of Flatfish. Especially, the production for aquacultural Flatfish in 2005 has been raised over 38 times against the production in 1990, and it takes the status as the major fish which leads the domestic aqua cultural industry compare with others. The distribution of Flatfish can be divided to the domestic and export mainly. In field of its domestic distribution, Flatfish is the major item with Rockfish, and the deal of its over 90% happens in Similarity Fishery Wholesale Markets such as In-chon, Ha-nam, and Bu-san Fishery Wholesale Market not in the common distribution process of the fishery products. At present, the exporting of Flatfish take 13.9% among the whole Aquacultural Industry of korea, and Flatfish mainly export to Japan. Also, through the development of chinese economy, Hoe consumption culture is expanded gradually. And the future of exporting Flatfish is very bright because of developing of the U.S. market. The brief introduction of the consumption style of live fish is as belows. According to the research, generally the most of korean consumers prefer individual item as their food to combination style in korean Hoe consumption culture and the favorite item of korean consumers are Flatfish and Rockfish.

• Journal of Korea Multimedia Society
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• v.16 no.9
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• pp.1119-1133
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• 2013

These days there is a flow of support for returning to design and handcraft, and the arts and crafts ideas of William Morris have an influence until the present over periods. The semanticity and methodology of guild production method supported by William Morris is studied. The foundation that human is in beautiful harmony with nature is on free labor and artistic life. In the organic relationship, the decline of art is understood as general crisis of culture, and human living condition should be changed in order to rouse the human sense of beauty and comprehension of art. Once human labor becomes artistic, the consumption living and local living become artistic as well. And then consumers desire more artistic works, structures, or urban spaces, and the demands for those move artificers to go toward producing more artistic works and structures. That is, the course of succession of art and culture through living is the driving force of social progress. Even if the period when Morris lived and the present are very different, this paper will shows that a large amount of art and culture will be greatly developed in twenty-first century which is 'the period led by cultural consumers', and the people directly creating art works will be also increased at the same time, as Alvin Toffler suggested. Furthermore, we can aware through this paper that such the people will rule the world. Finally it reached the period that we must face to 'making artistic life' as Morris expected a century ago. According to the result of this paper, we realized the study about Morris will contribute greatly to improve the quality of human life.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.3
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• pp.334-347
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• 2013

This study obtains information required for a comprehensive understanding of the brand-switching behavior by cosmetics consumers and for the establishment of effective strategies to make customers more loyal to the company. The study examines the relationships between customer shopping orientation and brand switching motives with respect to cosmeceuticals. A descriptive survey method using a self-administered questionnaire was employed. The sample consisted of 1,258 females between the ages of 20's and 30's residing in Seoul and the Gyeonggi area who use whitening products, sunscreen, or other anti-aging cosmetics. The results showed that shopping orientation influenced brand-switching motives in regards to purchasing cosmeceuticals. The orientation of depending on information and seeking fashion trend were the major factors to induce brand-switching behavior in purchasing whitening products, sunscreen, and anti-aging treatments. However, there were differences in the type of factors of shopping orientation and in their intensity of affecting brand-switching motives depending on the specific cosmeceuticals. In particular, in the case of sunscreen, as compared to other products, the customer shopping orientation should be considered from more diverse perspectives in order to formulate effective marketing strategies related to brand switching. In light of these results, customer shopping orientation with respect to cosmeceuticals is a variable that influences the cause brand switching. Therefore, differentiated marketing strategies that reflect the different characteristics of shopping orientation according to each item of cosmeceuticals are recommended to improve the satisfaction level of the companies' target market. Current consumer needs for practical benefits and for new products should be simultaneously reflected in the plans for new product development of each type of cosmeceutical.