• 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.

• English Language & Literature Teaching
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• v.17 no.4
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• pp.157-175
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• 2011

The purpose of this study is to compare learners' view on Korean and native teachers of English with regard to competence of teaching skills. A total of 166 high school students attending the same high school in Korea participated in a questionnaire survey. The students were asked a series of questions about their five Korean teachers of English and three natives. The analysis of the results indicates that the learners believed Korean English teachers would be better in teaching vocabulary, grammar and reading than native English teachers. The learners answered native English teachers would be better in teaching speaking, listening, and writing. In the areas of the accuracy of classroom language, the level of teacher-centeredness, and the amount of cultural information given in a classroom, there were no significant differences in the learners' responses between Korea and native teacher of English. By recognizing the differences of the learners' views on two different types of ELT teachers, we suggest that it would be beneficial for learners if we would utilize their views in designing and administrating a team-teaching program.

• Cross-Cultural Studies
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• v.24
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• pp.62-83
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• 2011

The totality of language learning comprises three integrated components: linguistic, cultural, and attitudinal (Wilkes, 1983).Positively sensitizing students to cultural phenomena is urgent and crucial. A positive attitude toward L2 culture is a factor in language learning that leads to cross cultural understanding. This research examined, through a survey analysis, how three groups of students (one high school group and two university student groups) viewed the role of their foreign culture (i.e., American and British cultures) in achieving cultural understanding. The focus was upon how EFL learners approach the target language culture as well as their own culture.

• English Language & Literature Teaching
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• v.12 no.4
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• pp.139-157
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• 2006

As the Communicative Approach has become the norm in foreign language teaching, the objectives of teaching English in school have changed radically in Korea. The focus in high school English textbooks has shifted from mere mastery of structures to communicative proficiency. This paper will study five polysemous words which appear in twelve high school English textbooks used in Korea. The twelve text books are incorporated into a single corpus and analyzed to classify the usage of the selected words. Then the usage of each word was compared with that of three other corpora based sources: the BNC(British National Corpus) Sampler, ICE Singapore(International Corpus of English for Singapore) and Collins COBUILD learner's dictionary which is based on the corpus, "The Bank of English". The comparisons carried out as part of this study will demonstrate that Korean text books do not always supply the full range of meanings of polysemous words.

• Phonetics and Speech Sciences
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• v.3 no.3
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• pp.77-88
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• 2011

Foreign accent in second language production depends heavily on the transfer of features from the first language. This study examines acoustic variations in segments and suprasegments by native and nonnative speakers of English, searching for patterns of the transfer and plausible indexes of foreign accent in English. The acoustic variations are analyzed with recorded read speech by 20 native English speakers and 50 Korean learners of English, in terms of vowel formants, vowel duration, and syllabic variation induced by stress. The results show that the acoustic measurements of vowel formants and vowel and syllable durations display difference between native speakers and nonnative speakers. The difference is robust in the production of lax vowels, diphthongs, and stressed syllables, namely the English-specific features. L1 transfer on L2 specification is found both at the segmental levels and at the suprasegmental levels. The transfer levels measured as groups and individuals further show a continuum of divergence from the native-like target. Overall, the eldest group, students who are in the graduate schools, shows more native-like patterns, suggesting weaker foreign accent in English, whereas the high school students tend to involve larger deviation from the native speakers' patterns. Individual results show interdependence between segmental transfer and prosodic transfer, and correlation with self-reported proficiency levels. Additionally, experience factors in English such as length of English study and length of residence in English speaking countries are further discussed as factors to explain the acoustic variation.

• Bulletin of the Korean Space Science Society
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• 2006.10a
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• pp.106-106
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• 2006

• Communications of Mathematical Education
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• v.25 no.2
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• pp.289-308
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• 2011

The purpose of this research is to compare high school mathematics textbooks published by India with those published by Korea so that we apply merits of India's high school mathematics education to our educational problems. We first study India's educational systems, and analyze the mathematics textbooks from both countries by considering their external appearance, units, contents. Finally we give meaningful results and propose what we can do for our mathematics education based on our analysis performed in this paper.

• English Language & Literature Teaching
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• no.5
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• pp.49-62
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• 1999

Education systems throughout the world encourage their students to learn languages other than their native one. In Australia, our Education Boards provide students with the opportunity to learn European and Asian languages. French, German, Chinese and Japanese are the most popular languages studied in elementary and high schools. This choice is a reflection of Australias European heritage and its geographical position near Asia. In most non-English speaking countries, English is the foreign language most readily available to students. In Korea, the English language is actively promoted by the Education Department and, in less official ways, by companies and the public. It is impossible to be anywhere in Korea without seeing the English language alongside or intermingled with Korean. When I ask students why they are learning English, I receive answers that include the word globalization and the importance of English throughout the world. When I press further and ask why they personally are learning English, the students mention passing exams, usually high school tests or TOEIC, and the necessity of passing the latter to obtain a good job. Seldom do I ever hear anything about communication: about the desire to talk with other people in English, to read novels or poetry in English, to understand movies or pop-songs in English, to chat on the Internet in English, to search for information on the Internet in English, or to email pen-pals in English. Yet isnt communication the only valid reason for learning a language? We learn our native language to communicate with those around us. Shouldnt we set the same goal for learning a foreign language? In my opinion communication, whether it is reading and writing or speaking and listening, must be central to language learning. Learning a language to pass examinations is meaningless unless those examinations are a reliable indicator of the ability of the student to communicate. In previous eras, most communication in a foreign language was through reading novels or formal letters. This required a thorough knowledge of grammar and a large vocabulary. Todays communication is much less formal. Telephone conversations, tele-conferences, faxes and emails allow people to communicate regularly and informally. Reading materials are also less formal as popular novels and newspapers are available world-wide. Movies and popular songs have added to the range of informal communication available. Finally travel has ensured that people from different cultures will meet easily and regularly. This informal communication requires less emphasis on grammar and vocabulary and more emphasis on comprehension and confidence to speak. Placing communication central to language learning has important implications for the Education system and for teachers.

• Journal of Korean language education
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• v.29 no.2
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• pp.1-23
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• 2018

This study aims to analyze words and phrases which are frequently used in newsletters from Korean elementary schools. In order to achieve this goal, high frequent words from school newsletters were selected and classified into content and function words, and the domains of the words were looked up. For this study 1,000 school newsletters were collected in the areas of Busan, Ulsan and Gyeongnam. In terms of parts of speech, nouns, especially common nouns, most frequently appeared in the school newsletters followed by verbs and adjectives. This result shows that for immigrant women who have basic knowledge on Korean language, it is useful to give translated words to get the message of school letters. Furthermore, school related terms such as facilities, regulations and activities of school and Chinese-based vocabularies are found in school newsletters. In case of verbs, the words which contain the meaning of requests and suggestions are used the most. Adjectives which are related to positive value and evaluation, and describing weather and season is frequently used as well.

• Korean Journal of Human Ecology
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• v.3 no.1
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• pp.81-93
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• 1994

The purpose of this study is to investigate the differences in individuals and family characteristics between general and vocational high school female students, and the impacts of the characteristics on the their occupational outlook. The number of 792 female students in 4 general and 5 vocational high schools in Chongju area were sampled during September 6-10, 1993. There are more differences in family characteristics rather than individual characteristics between two types of high school female students. Both family and individual characteristics influence the occupational outlooks of the respondents. Therefore, the types of school affect their occupational outlooks. Over 50% of vocational students want to have a junior college education.