• International Journal of Human Ecology
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• v.13 no.2
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• pp.101-111
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• 2012

Children have become the target of intense and specialized food advertising efforts. This study examines the content of TV food advertising and discussed possible concerns from the perspective of children. A total of 102 ads were collected from two cable networks aimed at children. Most of the food ads used emotional appeals and did not provide information clues such as nutrition values. Ads with high sales pressure and celebrity endorsements appeared frequently and the ads for snack foods and high-carbohydrate bakery products were dominant. Understanding food ads can be a significant indicator to establish the orientation of consumer ad education and build educational programs appropriate for children. The issue that appears conspicuous in child targeted advertising and marketing is the childhood obesity and food advertising relation; subsequently, there is a need to evolve advertising that targets children into a positive educational information source.

• The Research Journal of the Costume Culture
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• v.12 no.5
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• pp.845-858
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• 2004

The purpose of this study is to identify the association of military looks with fascist aesthetics and to infer various aesthetic values of fascism expressed in military looks. The research method is documentary studies through the literature and academic papers, and examined masters' and doctors' theses, domestic and overseas books and fashion magazines, photographs and materials collected from the Internet. The facism expressed in military looks is as follows: First, nationalism, reflecting the current ideology of rebellion, appeals to the original national sentiment of the masses. Second, temptation implies that fascism tempts the mass using the nature of charisma rather than by force and, by doing so, accumulates mighty power without military force. Third, mythology is utilizing images and symbols of great appeal to people for absolute power beyond the concept of time. In order to express power for the effusion of emotional energy through the vision for realities and the magical power of images. Fourth, barbarism is always harbored in the conflict and confrontation of interests among ideas, economies, religions and classes on the other side of contemporary civilized society.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.2
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• pp.226-241
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• 2010

This study details the history and characteristics of consumption values, text style analyses, and appeal types expressed in magazine commercials from 1955 to 2008. This study analyzes the level of the social structure of commercial expression for each period. Consumption values based on the categories of consumption values by Sheth (1991) were classified through a total commercials analysis. Analyses on closing types of sentences, types of sentences, and rhetorical figures were executed focusing on headline text and text style. Appealing types were composed of rational, emotional, and ethical appeals. For analysis, the crosstab analysis and chi-square test of SPSS are used. The results are as follow. Seven values were constructed, functional value, social value, emotional value, conditional value, epistemic value, fashionable value, and indistinct value. The ratio of emotional value was the highest and functional value, epistemic value conditional value, fashionable value, social value, and indistinct value followed. The emotional value social value, conditional value, fashionable value, and epistemic value that focused on the emotion of consumers increased, while the functional value decreased. Sentences that use narrative styles, hyperboles, and metaphors that increased the interest of readers were dominantly used in the headline texts. For sentence expression, a declarative sentence in a sentence type, exciting curiosity in the expression method where hyperbole and figures of speech in rhetorical expressions are used most often. Emotional appeal was used almost twice more than the reasonable appeal for appeal types of the total commercial. The lower level of reasonable appeal is information that provides the product function. Interest and expression (such as pleasure and achievement) were used most often for emotional appeal. These results show that the most important issue is the emotional value in consumption in understanding the consumer. Marketing managers should also be aware of the functional value as well as an emotional value.

• Journal of the Korean Society of Fashion and Beauty
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• v.4 no.1 s.7
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• pp.4-11
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• 2006

Masstige goods aimed consumers who want the fame and the emotional contents with reasonable price are presented overall and around the life style, from all the fashion items like bag and apparel to car, electric household, food, sports goods, furniture, toys, pets and performance of art, etc. Masstige casual, essentially different from the passed casuals which emphasized only price strategy, appeals to teenagers and young of twenties with a definite brand concept. Therefore masstige casual might be separated from business casual of a target aged thirties. Established celebrity brands have launched masstige brands matching the popularization of prestige goods. Armani Exchange from Armani, Marc by Marc Jacobs from Louis Vuitton are representative ones. DKNY from Donna Karen, MiuMiu from Prada, Paul smith Pink from Paul Smith can be added. These are relatively inexpensive, however the quality, design and shop's atmosphere are more exclusive than general brands. Consumers are over middle class and have a pride and fidelity to those brands. Leading Masstige trend, new luxury brands put the importance to the quality and aims middle class. To succeed in this field, companies should know exactly what consumers want, considering not only functional aspect but also emotional pleasure. Even though masstige has a weakness in pricing, it has to keep brand's proper benefit. Its price range could be wide to be in great demand but has to have elasticity and not to be expanded too much. Masstige industry should do its best not to damage original brand's identity. Forming family brand, like Armani made Georgic Armani, Emporio Armani and Armani exchange, system of parent brand and sub brands would be recommendable. From the launching time, masstige needs the effects to create a sensation and bring it into vogue and offer emotional value to the consumers.

• The Journal of the Korea Contents Association
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• v.9 no.12
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• pp.154-163
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• 2009

A new advertising, unlike traditional advertising, has a unique characteristics as a consumer's life styles are changed. This study explores consumer attitude affected by personal value disposition of each advertising creative appeal types. Personal value disposition implies directions of creative and determines advertising effect. So, personal value disposition deserves special consideration of not only print media, but broadcast media and internet media. In the present study, Research has been performed for a diffusion analysis based upon a survey of 338 individuals who were selected randomly. Test advertisement of MP3 Player has been used because involvement of products takes a neutral attitude comparatively. Result from the experiment show that, individualism-rational appeal is the most effective for consumers attitude. Groupism-rational appeals affects consumer's attitude, either. Groupism-emotional appeal has a partial effect and individualism-emotional appeal has no statistical significance. This experiment can be a foundation stone of personal value disposition studies.

• The Journal of the Korea Contents Association
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• v.8 no.7
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• pp.161-173
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• 2008

Silmido [실미도 2003] captures the covered historical reality and describes the spectacular training process of the special army stationed at Silmido in vivid detail. As a result, a fictional space is turned into a reality film. The film shows ideological inconsistency of the critical view about the fascism of government authority and at the same time the political aid about government authority. The film creates dramatic and friendly effect through melodramatic and emotional exaggeration called sinpa about historical events to produce the pleasure of assimilation based on the trust of the audience. Here, individual assimilation is subjectivity achieved through the general sympathy coming from the tragic national discourse. Silmido appeals to the imaginary community not in a logical but in an emotional way. The spectacular action and realistic images are supported by national tragedy divided into the South Korea and the North Korea, and integrated sentimentalism to amplify the tragedy. Silmido tries to strengthen the tragic situation caused by the division ideology through this sentimentalism called sinpa. In contrast to the brutality of the relentless military regime, the sacrifice of good-hearted Silmido force members is heroically portrayed.

• Journal of the Korea Fashion and Costume Design Association
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• v.8 no.1
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• pp.59-67
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• 2006

In textile industry of $21^{st}$ century, to develop materials and designs in fashion industry is being recognized widely as an urgent problem. In other words, the reality is that we must offer scarcity value and unique materials, and make a positive effort in a time when consumers' individuality appeals and an interest in fashion becomes higher. Felt is not only the oldest material in human history, but also a technique, and its applications are being handed down broadly. I have made various materials based mainly on a traditional felt technique using merino wool and nuno felt technique felting merino wool to cotton gauze. In nuno felt thing, I could observe that as wool and cotton was created as a single composite material, each material's aesthetic, sensuous, functional and emotional description became much more diversified. The purpose of this study is to produce fashion materials using materials with rich texture to meet the consumers' preference and diversity which are increasingly individualized, to design them and to seek possibility of developing differentiated wool materials which can satisfy the consumers' individuality demand and preference.

• Journal of the Korean Society of Costume
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• v.57 no.8
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• pp.1-13
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• 2007

The cold image of digital culture and its realistic limits force modern people to yearn for an emotional world characterized by a warm humanity. The kind of digital technology that appeals to such a human emotion is accepted as a new digital concept in the 21st century. The purpose of this study was to examine the characteristics of emotionality, which was a new trend in digital culture, and to discuss its form and meaning in fashion sector. It's basically meant to figure out a major trend in the 21st century's digital culture, to delve into its relationship with fashion reflecting sociocultural phenomena, and ultimately to describe in which direction future fashion would be led. Emotionality was highlighted as a reaction against an absolute pursuit of speed and cold digital technology. Emotionality of digital culture in fashion design were inserting of funology, Zen-based design and development of a clothing mixture. The emphasis of emotionality in digital culture is a new sociocultural trend that stresses the recovery of human nature. As futurologists predict that a human-centered and humanistic culture will reappear in the 21st century, fashion also will be in pursuit of human-oriented design.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.1
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• pp.387-397
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• 2022

The purpose of this study is to examine the effects of emotional arousals of guilt versus shame on health message compliance. The study also investigates the moderation impact of two individual factors that have not been studied much in health communications, including regulatory focus and self-construal. This study employs a 2 (guilt versus shame appeals/arousals) between-subjects experiment and a survey to test the conceptual model. The context of the study is binge drinking, and the survey respondents (n = 330) are male university students in Ho Chi Minh City, Vietnam. The results confirm the positive effects of guilt and shame arousals on health message compliance. In addition, the results show moderating effects of the two individual characteristics of regulatory focus and self-construal on the relationships between guilt/shame arousals and health message compliance. The findings of this study have not only theoretical implications but also practical implications in the field of health communications. The insights could help health marketers, policymakers, and health promotion agencies to effectively develop health communications campaigns with more appealing message content (guilt versus shame) and relevant media selection (regulatory focus and self-construal).

• The Journal of the Korea Contents Association
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• v.12 no.9
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• pp.194-201
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• 2012

The expansion of media is in close connection with the expansion of awareness. The invention of characters enabled mankind to cross over time and space. Machines led to the development of body functions and electricity led to the expansion of space and time. Computers are the extension of the human brain and the advent of the internet led to the expansion of relationships. Even at this moment, media is unremittingly progressing like a spread of a mutant virus, and has resulted in fusion and complex phenomena such as convergence and hybrid media. Transmedia is a compound word formed by the word "Trans" which means traverse, transcend, penetrate or change, and the word "Media" and has the meaning "media which transcends media" which embraces all of modern day media. However, unlike other fusion or complex media, it is different in that it is not a combination of technologies but a combination of technology and emotion. Thus, transmedia should be recognized as a form of media that carries a significant meaning from the user experience aspect as it must simultaneously satisfy both "emotional awareness", which appeals to the human emotion, and "conscious awareness" of mankind, which arises out of the digital technology considered to be important in the smart-era society. This study first examines the concept of transmedia, and then examines the role of user experience design which triggers conscious thinking and strategies for emotional marketing. This study aims to be recognized as a matter for consideration with respect to the development stage for the establishment of a steady communication relationship between developers and designers, as well as communication with users.