• Journal of the Korean Society of Costume
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• v.60 no.5
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• pp.106-116
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• 2010

The purpose of this study was to investigate the image evaluation of chinese female college students according to coloration of dress shirt and necktie and necktie width. The experimental materials developed for this study were a set of stimulus and response scales. The stimuli were 12 color pictures, in which the hue(red, blue), tone(lt-shirt/dk-tie, dk-shirt/lt-tie), and necktie width(narrow, medium, width) were manipulated. The 7-point scale was used for evaluation of image. The subjects of this research were 120 chinese female college students living in Shandong, China. The investigation was carried out at April-May 2009. The data were analyzed by using SPSS program. Analysis methods were ANOVA and Duncan-test. The results of this study were as follows.; The analyses of image according to coloration of dress shirt and necktie and necktie width revealed that the concerned factors are four characteristic dimensions of ability-elegance, youth-attractiveness, appeal, and warmness. Hue showed an independent effect on ability-elegance, appeal, and warmness. Tone showed an independent effect on appeal and warmness. Necktie width showed an independent effect on appeal. In addition, interaction effects of hue and tone on ability-elegance were found. Interaction effects of hue and necktie width on appeal were found. Interaction effects of tone and necktie width on youth-attractiveness were found.

• Journal of Digital Convergence
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• v.17 no.11
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• pp.21-27
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• 2019

The study empirically analyzed the effects of content attitudes and recall on digital signage advertising appeal (information appeal vs. image appeal) and interactivity level (low vs. high). As a result, first, it was found that a moderately low level of interactivity had a positive effect on content attitudes and recall than when the level of digital signage was extremely high. In addition, at moderately low levels of interactivity, information appeals had higher content attitudes and recalls than image appeals. Second, the content of image appeal has a positive effect on attitude when the digital signage level of interactivity is high, and the image recall ad and information appeal ad have negative effects on recall. Third, the low level of interactivity of digital signage has a positive effect on the content attitude and recall of information appeal. With the advent of digital media in recent years, concerns about how to construct the level of interactivity and information content on a strategic level are increasing in practice. The results of this study are expected to suggest the direction of the strategic grounds for this.

• The Research Journal of the Costume Culture
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• v.10 no.1
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• pp.76-88
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• 2002

The aim of this study was to describe how the type of appeal and linguistic expression of men's wear advertisement in magazines by analyzing domestic men's and ladies' magazines published from 1990 to 1999. The periodical change in advertisement trend was also discussed. 1. Type of Linguistic expression The type of linguistic expression used in advertisements far men's wear could be classified into the following five categories : emotional expression, sensual expression, egoistic expression, informative expression, and brand name expression. The periodical trend in the use of each type of linguistic expression was as follows: the occupancy rate for the type of emotional expression was roughly 50 percent in the early 90's (1990-1993) and this percentage gradually decreased during the mid 90's (1994-1196) until the late 90's (1997-1990). Despite the decrease in occupancy rate, this type was the most commonly used. While the occupancy rate fur the type of informative expression gradually increased during the decade, occupancy growth fur the type of brand name expression was slight until its rapid expansion in the late 90's. The occupancy rate for the type of egoistic expression steadily increased during the early and mid 90's but decreased to its original percentage in the late 90's. As for the sensual expression, its occupancy was insignificant up to the mid 90's and then rapidly decreased in the late 90's. 2. Type of appeal The type of appeal used in men's wear advertisements could be classified into the four categories, sensitive appeal, sex appeal, image appeal, and quality appeal. The periodical trend in the use of each type of appeal was as follows: sensitive appeal was most commonly used during the decade ; it had an occupancy rate over 50 percent in the early 90's but the rate gradually decreased during the mid and late 90's. Sexual appeal were the least commonly used; though the occupancy rate increased during the early and mid 90's it dropped dramatically in the late 97's. The occupancy rate for image appeal gradually decreased until its growth in the late 90's. The occupancy rate fur quality appeal was insignificant in the early 90's. This percentage rapidly increased in the mid 90's but relapsed in the late 90's.

• Journal of the Korea Fashion and Costume Design Association
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• v.12 no.3
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• pp.133-143
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• 2010

The purpose of this study was to investigate the clothing image according to gender, coloration of chromatic and achromatic color, and interval of checked pattern. The experimental materials developed for this study were a set of stimulus and response scales. The stimuli were 16 color pictures, in which the gender(male, female), interval(0.5cm, 1.5cm, 3.5cm, 5.5cm), and coloration(WR: white+red, WY: white+yellow, WB: white+Blue, WP: white+purple) were manipulated. The 7-point scale was used for evaluation of clothing image. Data were obtained from 192 male college students and 192 female college students living in Seoul, Gwangju, Daegu, Jinju, and Changwon on March 2010. For data analysis, ANOVA and Duncan-test were used by using SPSS program. Results of this study were as follows.; Clothing image according to coloration of chromatic and achromatic color, and interval of checked pattern consisted of six dimensions of attractiveness, appeal, activity, freshness, modesty, and cuteness. Gender showed an independent effect on attractiveness, appeal, activity, freshness, and cuteness. Interval showed an independent effect on attractiveness. Coloration showed an independent effect on appeal, activity, freshness, modesty, and cuteness. Also, interaction effects of gender and coloration on freshness and cuteness were found.

• Journal of the Korea Fashion and Costume Design Association
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• v.12 no.3
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• pp.33-42
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• 2010

The purpose of this study was to investigate the effect of hue, tone, and necktie width on men's wear image. The experimental materials developed for this study were a set of stimulus and response scales. The stimuli were 12 color pictures, in which the hue(red, blue), tone(lt-shirt/dk-tie, dk-shirt/lt-tie), and necktie width(narrow, medium, width) were manipulated. The 7-point scale was used for evaluation of men's wear image. The subjects of this research were 120 female college students living in Seoul, Gwangju, Jinju, and Masan. The investigation was carried out at April-May 2009. The data were analyzed by using SPSS program. Analysis methods were ANOVA and Duncan-test. The results of this study were as follows.; The analyses of men's wear image according to hue, tone, and necktie width revealed that the concerned factors are four characteristic dimensions of ability-elegance, attractiveness, appeal-activity, and warmness. Hue showed an independent effect on ability-elegance, appeal-activity, and warmness. Tone showed an independent effect on warmness. Necktie width showed an independent effect on appeal-activity. In addition, interaction effects of hue and tone on ability-elegance were found. Interaction effects of hue and necktie width on ability-elegance and attractiveness were found.

• Journal of the Korea Convergence Society
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• v.11 no.10
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• pp.207-212
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• 2020

This study analyzes the Soju(Korean alcohol) advertisement image, which is relatively easy to interpret subjectively, among sexual appeal advertisements that stimulate consumers' curiosity, where the image is verified through AOI (area of interest) 3 areas (face, body, product), and eye-tracking, one of the psychophysiological indicators. The result of the analysis reveals that visual attention, the interest in the advertising model, was higher in the face than in the body shape. Contrary to the prediction that men would be more interested in body shape than women, both men and women showed higher interest in the face than a body. Besides, it was derived that recognition and recollection of the product were not significant. This study is significant in terms of examining the pattern of visual attention such as the gaze point and gaze time of male and female consumers on sexual appeal advertisements. In further, the study looks forward to bringing a positive influence to the soju advertisement image by presenting the expression method that the soju advertisement image should pursue as well as the appropriate marketing direction.

• Proceedings of the ESK Conference
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• 1997.10a
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• pp.372-375
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• 1997

Classivication scheme of usability element for the evaluation of consumer electronic product was developed in this study. Using hierachical structuring and clustering methods, usability element of consumer products interface is developed both for the performance perspective and for the image/appeal perspective of a product. Perfoormance element included variables such as simplicity, directness, learn- ability, flexibility, user support and effectiveness. Image/Appeal element included variables such as sensibility, descriptive impression, evaluation of appeal, and attitude towards the product. The classifi- cation scheme developed in this study is found to be comprehensive and robust relative to other existing paradigms. They can be effectively used and applied for the usability evaluation of consumer electronic products.

• The Journal of the Korea Contents Association
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• v.14 no.1
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• pp.109-118
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• 2014

This study has tried the comparative analysis by classifying the underwear brand advertisement into direct sex appeal advertisement and metaphorical sex appeal advertisement. The effectiveness of advertisement expression has been studied by the comparative analysis for the advertisement attitude, the brand attitude, the purchasing intention based on the gender and the difference between design major and the others. As the study result, the conclusion, that the direct sex appeal advertisement on the characteristic of underwear brand has high effect on women, has been drawn. Also, it could be recognizable that men have high preference for the advertisement attitude, the brand attitude and the purchasing intention for the metaphorical sex appeal advertisement. Consequentially, the point that the effect on women can be maximized when the sex appeal expression is in harmony with the image of goods may be identified in case of the direct sex appeal advertisement in the underwear advertisement; it could be recognizable that men expressed their interests for metaphorical sex appeal expressions in underwear brand advertisements.

• Korean Journal of Agricultural Science
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• v.49 no.3
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• pp.667-678
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• 2022

A characteristic of a region's environmental resources is the competitiveness of local agricultural products. This study explores methods of making locally produced agricultural products appealing to consumers. We looked at ways to appeal to consumers by using the image of environment resource and environment-agriculture product image congruence. The relationships of two dimensions of environmental image, perceived quality and purchase intention, are examined. From the results of the study, both the image of environment resource and environment-agriculture product image congruence have a positive effect on purchasing local agricultural products through perceived quality. This study tried to ascertain which of the two dimensions of the environmental image factor is more effective in terms of consumer appeal for local agricultural products. As a result, both the image of environment resource and environment-agricultural product image congruence are found to have a positive effect on the purchase intention of consumers through perceived quality. By comparing the paths of the two dimensions it is found that the method of appealing to consumers by using the environment-agriculture product image congruence is more effective. The results of this study present an effective method of making locally produced agricultural products appealing to consumers and suggest an effective strategic direction for selling local agricultural products.

• Culinary science and hospitality research
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• v.23 no.6
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• pp.99-109
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• 2017

This study aims to investigate the impacts of marketing motive (public- vs. firm-interest) and ad appeal (soft- vs. hard-sell) types on consumers' ad attitudes and behavioral intention in hotels' green advertising. From 711 US respondents, a multivariate analysis of covariance (MANCOVA) was employed to test main effects of marketing motive and ad appeal types on ad recipients' affective and cognitive ad attitudes, while controlling their environmental consciousness. Further, the study conducted a multiple regressions analysis to examine the influence of ad attitudes on respondents' intention to visit the hotel. The study found that a public-serving claim can yield more positive affective ad attitude than a firm-interested claim, regardless of ad image type (soft- or hard-sell image). The result also revealed that a soft-sell ad image can elicit more positive affective ad attitude than a hard-sell one. On the other hand, the study showed that consumers' affective and cognitive ad attitudes are significant predictors of behavioral intention (i.e., visit intention). The study provided theoretical and managerial implications for hospitality researchers and hotel marketers to effectively design hotels' green advertising to ultimately increase consumers' visit intention.