• Journal of Global Scholars of Marketing Science
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• v.20 no.3
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• pp.231-238
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• 2010

The anthropomorphism of brands, defined as seeing human beings in brands (Puzakova, Kwak, and Rosereto, 2008) is the focus of this study. Specifically, the research objective is to understand the ways in which brands are rendered humanlike. By analyzing consumer readings of stories found on food product packages we intend to show how marketers and consumers humanize a spectrum of brands and create meanings. Our research question considers the possibility that a single brand may host multiple or single meanings, associations, and personalities for different consumers. We start by highlighting the theoretical and practical significance of our research, explain why we turn our attention to packages as vehicles of brand meaning transfer, then describe our qualitative methodology, discuss findings, and conclude with a discussion of managerial implications and directions for future studies. The study was designed to directly expose consumers to potential vehicles of brand meaning transfer and then engage these consumers in free verbal reflections on their perceived meanings. Specifically, we asked participants to read non-nutritional stories on selected branded food packages, in order to elicit data about received meanings. Packaging has yet to receive due attention in consumer research (Hine, 1995). Until now, attention has focused solely on its utilitarian function and has generated a body of research that has explored the impact of nutritional information and claims on consumer perceptions of products (e.g., Loureiro, McCluskey and Mittelhammer, 2002; Mazis and Raymond, 1997; Nayga, Lipinski and Savur, 1998; Wansik, 2003). An exception is a recent study that turns its attention to non-nutritional packaging narratives and treats them as cultural productions and vehicles for mythologizing the brand (Kniazeva and Belk, 2007). The next step in this stream of research is to explore how such mythologizing activity affects brand personality perception and how these perceptions relate to consumers. These are the questions that our study aimed to address. We used in-depth interviews to help overcome the limitations of quantitative studies. Our convenience sample was formed with the objective of providing demographic and psychographic diversity in order to elicit variations in consumer reflections to food packaging stories. Our informants represent middle-class residents of the US and do not exhibit extreme alternative lifestyles described by Thompson as "cultural creatives" (2004). Nine people were individually interviewed on their food consumption preferences and behavior. Participants were asked to have a look at the twelve displayed food product packages and read all the textual information on the package, after which we continued with questions that focused on the consumer interpretations of the reading material (Scott and Batra, 2003). On average, each participant reflected on 4-5 packages. Our in-depth interviews lasted one to one and a half hours each. The interviews were tape recorded and transcribed, providing 140 pages of text. The products came from local grocery stores on the West Coast of the US and represented a basic range of food product categories, including snacks, canned foods, cereals, baby foods, and tea. The data were analyzed using procedures for developing grounded theory delineated by Strauss and Corbin (1998). As a result, our study does not support the notion of one brand/one personality as assumed by prior work. Thus, we reveal multiple brand personalities peacefully cohabiting in the same brand as seen by different consumers, despite marketer attempts to create more singular brand personalities. We extend Fournier's (1998) proposition, that one's life projects shape the intensity and nature of brand relationships. We find that these life projects also affect perceived brand personifications and meanings. While Fournier provides a conceptual framework that links together consumers’ life themes (Mick and Buhl, 1992) and relational roles assigned to anthropomorphized brands, we find that consumer life projects mold both the ways in which brands are rendered humanlike and the ways in which brands connect to consumers' existential concerns. We find two modes through which brands are anthropomorphized by our participants. First, brand personalities are created by seeing them through perceived demographic, psychographic, and social characteristics that are to some degree shared by consumers. Second, brands in our study further relate to consumers' existential concerns by either being blended with consumer personalities in order to connect to them (the brand as a friend, a family member, a next door neighbor) or by distancing themselves from the brand personalities and estranging them (the brand as a used car salesman, a "bunch of executives.") By focusing on food product packages, we illuminate a very specific, widely-used, but little-researched vehicle of marketing communication: brand storytelling. Recent work that has approached packages as mythmakers, finds it increasingly challenging for marketers to produce textual stories that link the personalities of products to the personalities of those consuming them, and suggests that "a multiplicity of building material for creating desired consumer myths is what a postmodern consumer arguably needs" (Kniazeva and Belk, 2007). Used as vehicles for storytelling, food packages can exploit both rational and emotional approaches, offering consumers either a "lecture" or "drama" (Randazzo, 2006), myths (Kniazeva and Belk, 2007; Holt, 2004; Thompson, 2004), or meanings (McCracken, 2005) as necessary building blocks for anthropomorphizing their brands. The craft of giving birth to brand personalities is in the hands of writers/marketers and in the minds of readers/consumers who individually and sometimes idiosyncratically put a meaningful human face on a brand.

• Journal of Oral Medicine and Pain
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• v.31 no.3
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• pp.199-210
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• 2006

The epidemiological researches on the inpatients hospitalized at the oral medicine ward have been continuously carried out since 1970, and most researches have been performed by centering around the oral medicine wards of college hospitals. Numerous specialists have been produced after the establishment of oral medicine, and they have been active in various fields. As dental clinics have gotten bigger, the function of oral medicine in the secondary clinics is being brought out. As admissive channel, case features, case composition and otherwise have not been researched for a long time, the related researches should be carried out from now on. Hereupon, this study was carried out by targeting the 100 inpatients hospitalized at the oral medicine ward of Sun Hospital located in Daejeon Korea, through questionnaire. As the result, the following results were derived. 1. The ages of the inpatients in Sun Hospital were $29.21{\pm}11.31$ on the average; 71 females' mean average was $29.63{\pm}11.29$ and 29 males' mean average was $28.17{\pm}11.48$. In regard of school career, the patients who finished high-school course or higher accounted for 78%; the patients' school career seemed to be relatively high. The patients who complained of temporomandibular pain accounted for the highest proportion with 65%. In motivation to visit this hospital, internet surfing was 11%, mass media was 10%, acquaintance's introduction was 38%. The patients, who were hospitalized at another hospital due to the same symptom, accounted for 56%. The dental clinics, which made the patients visit this hospital, accounted for 20%. The patients, who were previously aware that the present symptom should be treated by oral medicine, accounted for 38%. The patients, who were not aware of the fact in advance, were 62%. The respondents of 51% answered that they were aware of the fact one month or below before hospitalization. 2. The patients, who complained of craniocervical ache, accounted for 58%; the patients, whose ache aches affect dailylife, were 22%. Continuous ache was 14% and intermittent ache was 68%, and dull pain was 23%. 3. Life variations were compared with each other by using SRRS (Social Readjustment Rating Scale). In consequence, the variation within 3 years indicated a significant difference in the both groups but the variation within 6 months did not indicate any differences. 4. In regard of the questionnaire on the incidents happened for a week, the ache-group was compared with the group free from the ache. As the result, the number of strain arisen for a week, the decrease of favorite works and sudden fear indicated a significant difference. Pleasant feeling and the decrease of interests in looks did not indicate a significant difference, but came close to the significance. 5. In the questionnaire on impatience, the ache-group indicated higher value but there was not a significant difference. 6. In the questionnaire on the symptoms caused by stress, the two groups indicated significant differences in the item of 'the teethridge itches and feels a tooth rising' and 'the occiput or the nape is stiff.' In the item 'the inside of the cheek or the teethridge are widely peeled off, accompanied with ache and hemorrhage', 'the face has acne or pimple' and 'headache frequently attacks', a significant difference was not observed but the two groups came close to the significance.

• Journal of Animal Science and Technology
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• v.46 no.2
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• pp.283-294
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• 2004

Air quality in the livestock waste compost pilot plant at the Colligate Livestock Station was assessed to quantity the emissions of aerial contaminants and evaluate the degree of correlation between them for different operation strategies; with the ventilation types and agitation of compost pile, in this study. The parameters analyzed to reflect the level of air quality in the livestock waste compost pilot plant were the gaseous contaminants; ammonia, hydrogen sulfide, and odor concentration, the particulate contaminants; inhalable dust and respirable dust, and the biological contaminants; total airborne bacteria and fungi. The mean concentrations of ammonia, hydrogen sulfide, and odor concentration in the compost pilot plant without agitation were 2.45ppm, 19.96ppb, and 15.8 when it was naturally ventilated, and 7.61ppm, 31.36ppb, and 30.2 when mechanically ventilated. Those with agitation were 5.50ppm, 14.69ppb, and 46.4 when naturally ventilated, and 30.12ppm, 39.91ppb, and 205.5 when mechanically ventilated. The mean concentrations of inhalable and respirable dust in the compost pilot plant without agitation were 368.6${\mu}g$/$m^3$ and 96.0${\mu}g$/$m^3$ with natural ventilation, and 283.9${\mu}g$/$m^3$ and 119.5${\mu}g$/$m^3$ with mechanical ventilation. They were also observed with agitation to 208.7${\mu}g$/$m^3$ and 139.8${\mu}g$/$m^3$ with natural ventilation, and 209.2${\mu}g$/$m^3$ and 131.7${\mu}g$/$m^3$ with mechanical ventilation. Averaged concentrations of total airborne bacteria and fungi in the compost pilot plant without agitation were observed to 28,673cfu/$m^3$ and 22,507cfu/$m^3$ with natural ventilation, and 7,462cfu/$m^3$ and 3,228cfu/$m^3$ with mechanical ventilation. They were also observed with agitation to 19,592cfu/$m^3$ and 26,376cfu/$m^3$ with the natural ventilation, and 18,645cfu/$m^3$ and 24,581cfu/$m^3$ with the mechanical ventilation. It showed that the emission rates of gaseous pollutants, such as ammonia, hydrogen sulfide, and odor concentration, in the compost pilot plant operated with the mechanical ventilation and with the agitation of compost pile were higher than those with the natural ventilation and without the agitation. While the concentrations of inhalable dust and total airborne bacteria in the compost pilot plant with the natural ventilation and with the agitation, the concentrations of respirable dust and total airborne fungi in the compost pilot plant with the mechanical ventilation and agitation were higher than those with the natural ventilation and without the agitation of compost pile. It was statistically proved that indoor temperature and relative humidity affected the release of particulates and biological pollutants, and ammonia and hydrogen sulfide were believed primary malodorous compounds emitted from the compost pilot plant.

• Current Research on Agriculture and Life Sciences
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• v.2
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• pp.68-76
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• 1984

A $2{\times}4$ factorial study was carried out to investigate the interaction of aflatoxin and vitamin $D_3$ in broiler chicks. The day-old 336 chicks were allocated to triplicate 8 treatments. The 0 or 0.5 ppm of aflatoxin $B_1$ (AFB) and 0, 500, 1,000 or 1,500 IU/Kg of vitamin $D_3$ (VD) were supplemented to the basal diet. There were no significant differences among treatments in respect to the body weight gain, feed intake, feed conversion, shank color, mortality and incidence of weak legs. The utilization efficiencies of dry matter, crude protein, ether extract, N-free extract and crude ash showed also no significant differences among treatments, respectively. The mean utilization efficiency of crude fiber in AFB group was lower than that in normal groups (P<.01). However, no significant difference was found among groups fed different levels of VD, and no interaction between AFB and VD was found. The utilization efficiency of Ca in AFB group was somewhat higher than that in normal group without statistical significance, and the similar values were found among groups fed different VD. The utilization efficiencies of P and Na were not significantly different among treatments, respectively. The tibia ash appeared to be similar among treatments fed different levels of AFB and VD. However, the Ca content in tibia of birds fed 0.5 ppm of AFB was higher than that of normal chicks (P<.05). The slightly increasing trend was shown in Ca contents when fed increasing revel of VD, and the interaction between AFB and VD was recognized(P<.01). The P content of tibia was increased by feeding AFB(P<.05). However, there was no significant difference among groups fed different level of VD and no interaction between AFB and VD in respect to the P content of tibia. Feeding AFB did not affect the Na content in tibia. However, there was a highly significant difference among groups fed different levels of VD(P<.01), the highest values were at 1,000 IU/Kg group, and the interaction between AFB and VD was not significant. The Ca content in serum of birds fed AFB was higher than in control group (P<.01). The Ca of serum increased when fed more VD, although no significance was found among groups, and there was an interaction between AFB and VD(P<.05). The P content of serum showed no significant difference among treatments. The alkaline phosphatase activity in serum of chicks fed AFB was higher than that of control group (P<.01). The enzyme activity increased slightly with increasing level of VD, however, there was no interaction between AFB and VD.

• Journal of Intelligence and Information Systems
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• v.24 no.4
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• pp.111-136
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• 2018

In this paper, we propose a methodology to extract answer information about queries from various types of unstructured documents collected from multi-sources existing on web in order to expand knowledge base. The proposed methodology is divided into the following steps. 1) Collect relevant documents from Wikipedia, Naver encyclopedia, and Naver news sources for "subject-predicate" separated queries and classify the proper documents. 2) Determine whether the sentence is suitable for extracting information and derive the confidence. 3) Based on the predicate feature, extract the information in the proper sentence and derive the overall confidence of the information extraction result. In order to evaluate the performance of the information extraction system, we selected 400 queries from the artificial intelligence speaker of SK-Telecom. Compared with the baseline model, it is confirmed that it shows higher performance index than the existing model. The contribution of this study is that we develop a sequence tagging model based on bi-directional LSTM-CRF using the predicate feature of the query, with this we developed a robust model that can maintain high recall performance even in various types of unstructured documents collected from multiple sources. The problem of information extraction for knowledge base extension should take into account heterogeneous characteristics of source-specific document types. The proposed methodology proved to extract information effectively from various types of unstructured documents compared to the baseline model. There is a limitation in previous research that the performance is poor when extracting information about the document type that is different from the training data. In addition, this study can prevent unnecessary information extraction attempts from the documents that do not include the answer information through the process for predicting the suitability of information extraction of documents and sentences before the information extraction step. It is meaningful that we provided a method that precision performance can be maintained even in actual web environment. The information extraction problem for the knowledge base expansion has the characteristic that it can not guarantee whether the document includes the correct answer because it is aimed at the unstructured document existing in the real web. When the question answering is performed on a real web, previous machine reading comprehension studies has a limitation that it shows a low level of precision because it frequently attempts to extract an answer even in a document in which there is no correct answer. The policy that predicts the suitability of document and sentence information extraction is meaningful in that it contributes to maintaining the performance of information extraction even in real web environment. The limitations of this study and future research directions are as follows. First, it is a problem related to data preprocessing. In this study, the unit of knowledge extraction is classified through the morphological analysis based on the open source Konlpy python package, and the information extraction result can be improperly performed because morphological analysis is not performed properly. To enhance the performance of information extraction results, it is necessary to develop an advanced morpheme analyzer. Second, it is a problem of entity ambiguity. The information extraction system of this study can not distinguish the same name that has different intention. If several people with the same name appear in the news, the system may not extract information about the intended query. In future research, it is necessary to take measures to identify the person with the same name. Third, it is a problem of evaluation query data. In this study, we selected 400 of user queries collected from SK Telecom 's interactive artificial intelligent speaker to evaluate the performance of the information extraction system. n this study, we developed evaluation data set using 800 documents (400 questions * 7 articles per question (1 Wikipedia, 3 Naver encyclopedia, 3 Naver news) by judging whether a correct answer is included or not. To ensure the external validity of the study, it is desirable to use more queries to determine the performance of the system. This is a costly activity that must be done manually. Future research needs to evaluate the system for more queries. It is also necessary to develop a Korean benchmark data set of information extraction system for queries from multi-source web documents to build an environment that can evaluate the results more objectively.

• Molecules and Cells
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• v.26 no.5
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• pp.443-453
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• 2008

The Bric-a-brac, Tramtrack, Broad-complex (BTB) domain is a protein-protein interaction domain that is found in many zinc finger transcription factors. BTB containing proteins play important roles in a variety of cellular functions including regulation of transcription, regulation of the cytoskeleton, protein ubiquitination, angiogenesis, and apoptosis. Here, we report the cloning and characterization of a novel human gene, KLHL31, from a human embryonic heart cDNA library. The cDNA of KLHL31 is 5743 bp long, encoding a protein product of 634 amino acids containing a BTB domain. The protein is highly conserved across different species. Western blot analysis indicates that the KLHL31 protein is abundantly expressed in both embryonic skeletal and heart tissue. In COS-7 cells, KLHL31 proteins are localized to both the nucleus and the cytoplasm. In primary cultures of nascent mouse cardiomyocytes, the majority of endogenous KLHL31 proteins are localized to the cytoplasm. KLHL31 acts as a transcription repressor when fused to GAL4 DNA-binding domain and deletion analysis indicates that the BTB domain is the main region responsible for this repression. Overexpression of KLHL31 in COS-7 cells inhibits the transcriptional activities of both the TPA-response element (TRE) and serum response element (SRE). KLHL31 also significantly reduces JNK activation leading to decreased phosphorylation and protein levels of the JNK target c-Jun in both COS-7 and Hela cells. These results suggest that KLHL31 protein may act as a new transcriptional repressor in MAPK/JNK signaling pathway to regulate cellular functions.

• Korean Journal of Ichthyology
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• v.2 no.1
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• pp.63-76
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• 1990

Studies on the microdistribution, distributional aspect and affinity of Korean endemic species, SHIRl, Coreoleueiseus splendidus in th southern half of the Korean peninsula were carried out from May, 1966 to November, 1989. This species was found in 14 independent rivers and streamlets of the south Korea ; Yimjin R., Han R., Kum R., Ungchun S., Mangyung S., Dongjin R., Somjin R., Kwangyang East S., Sachun S., Gonyang S., Nakdong R., Samchukosip S., Samhwa S. of Namhae Island and Guchun S. of Geojae Islands, and were not found from Youngsan R., Ansung S. and Sabgyo S. This species was not common and independent comprising less than 25% of the total fish population in all habiting sites. Distributional zone was in the middle or upper streaches of main streams and tributaries. The average slope of distributional zone was 2.6, minimum slope was 0.29 and maximum slope was 5.56. Thirty-three species were found to occur along with this fish and 10 species of them occurred with more than 50% frequency. They were; 20 sp. of Cyprinidae, 5 sp. of Cobitidae, 1 sp. of Salmonidae, 1 sp. of Bagfridae, 1 sp. of Siluridae, 2 sp. of Amblycipitidae, of Serranidae, and 1 sp. of Eleotridae. Some species of fish appeared to have the same ecological position even though they have different distributional zones. These species were as follows; Acheilognathus signifer and A. limbata, Micriophsogobio koreensis and M. yaluensis in Cyprinidae, Cobitis koreensis, C. longicorpus, C. rotundicaudata in Cobitidae, Liobagrus andersoni and L. mediadiposalis in Amblycipitidae.

• The Korean Journal of Physiology
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• v.8 no.2
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• pp.19-31
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• 1974

In oder to study the correlation between daily urinary output of sodium chloride and blood pressure, twenty four hour urine samples were collected from 224 cases (70 male and 154 female) of healthy Koreans whose age varied from 18 to 70 years old. The volume and concentration of sodium, chloride and potassium and total nitrogen were measured, along with the resting blood pressure. Results obtained are summarized as follows; 1. Daily urinary output was increased as a function of age. However, daily urinary output per unit sulface area was maintained at approximately 800 to 900 $ml/m^2$ in all age groups of male and it increased as a function of age in female groups. There was no significant difference between male and female. 2. The daily urinary sodium concentration was decreased gradually acceding to age in both sexes. Daily excretion of sodium was constant regardless of age in both sexes but especially high in 25-39 year female age group, which was slightly greater in males than in females. 3. The daily urinary chloride concentration was at approximately 250 meq/L in all age groups of male and which decreased as a function of age in females. 4. Hence the daily urinary output of sodium chloride was constant in all age groups of males which increased as a function of age in female groups. However, daily excretion of sodium chloride per unit sulface area was maintained at approximately 11 $gm/m^2$ in males and which increased as a function of age in females. 5. The daily urinary excretion of potassium was constant regardless of age in both sexes. 6. Urinary K/Na ratio was maintained at approximately 0.27 in males and 0.33 in females. 7. The daily urinary output of total nitrogen amount was approximately $8{\sim}10$ gm in males and $7{\sim}9$ gm in females. However, daily urinary output of nitrogen per unit sulface area was constant regardless of age in both sexes. 8. The systolic blood pressure was increased gradually according to the age in both sexes and was higher for males than females under 40 years of age. However, there was no significant difference between both sexes in ages over 40 years. 9. Quantitative comparisons indicated that daily urinary output and sodium chloride excretion are higher while daily potassium output, nitrogen excretion and urinary K/Na ratio are significantly lower among Koreans than a among Occidentals. These findings suggest that average Koreans live on low-protein and high-salt diet throughout their livers. Statistical result obtained may he summarized as follows; 10. The relation between blood pressure and sodium concentration of urine. The correlation between systolic blood pressure and sodium concentration was negatively associated for both sexes and the correlation coefficient was significant for females $({\gamma}_1=-.19<-{\gamma}_{152},\;_{0.05}=-0.159)$ and it was not significant for males $({\gamma}_1=-.19>-{\gamma}_{68},\;_{0.05}=-0.232)$ tut may be due to the sample size for males. The correlation between diastolic blood Pressure and sodium concentration was negatively associated for both sexes and the correlation coefficient was significant for males $({\gamma}_1=-.37<-{\gamma}_{68},\;0.05=-0.232)$ and the relation was not significant for females $({\gamma}_1=-.11>-{\gamma}_{152},\;_{0.05}=-0.159)$. 11. The relation between blood pressure and daily urinary sodium chloride excretion. The association between systolic blood pressure and sodium chloride excretion was positively correlated for both sexes and the relation was significant for females $({\gamma}_1=.20>{\gamma}_{152},\;_{0.05}= 0.159)$ and it was insignificant for males $({\gamma}_1=.09<{\gamma}_{68},\;_{0.05}=0.232)$, The relation between diastolic blood pressure and sodium chloride excretion was positively associated and insignificant for both sexes males $({\gamma}_1=.17<{\gamma}_{68},\;_{0.05}=0.232)$ and females $({\gamma}_1=.09<{\gamma}_{152},\;_{0.05}=0. 159)$. 12. The relation between daily urinary nitrogen excretion and sodium chloride excretion. The association between daily nitrogen excretion and sodium chloride excretion was positively significant for both sexes, males $({\gamma}_1=.31>{\gamma}\;_{68},\;_{0.05}=0.232)$ and females $({\gamma}_1=.36>{\gamma}_{-152},\;_{0.05}=0.159)$.

• Journal of the Korean Society of Radiology
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• v.5 no.5
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• pp.295-302
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• 2011

To n the field of nuclear medicine, with regard to checking regular patients, from the moment they register up to the doctor's diagnosis, the person in charge of the checks can find errors in the diagnosis, reexamine, reanalyze the results or save images to PACS. Through this process, the results obtained from the readings are delayed due to checks and additional tests which occur in hospitals, causing patient satisfaction and affected reliability. Accordingly, the purpose is to include visual inspection of the results to minimize error, improve efficiency and increase patient satisfaction. Nuclear medicine and imaging tests from examines at Asan Medical Center, Seoul, from March 2008 to December 2008, were analyzed for errors. The first stage, from January 2009 to December 2009, established procedures and know-how. The second stage from January 2010 until June 2010 conducted Pre-and Post-filtering assessment, and the third stage from July 2010 until October 2010 consisted of cross-checks and attaching stickers and comparing error cases. Of 92 errors, the 1st, 2nd and 3rd stage had 32 cases, and there were 46 cases after the 4th stage, with the overall errors reduced by 74.3% from 94.6%. In the field of general nuclear medicine, where various kinds of checks are performed according to the patient's needs, analysis, image composition, differing images in PACS, etc, all have the potential for mistakes to be made. In order to decrease error rates, the image can continuously Cross-Check and Confirm diagnosis.

• Economic and Environmental Geology
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• v.2 no.4
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• pp.73-90
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• 1969

The area studied is a southwestern part of Okcheon geosynclinal zone which streches diagonally across the Korean peninsula in the mid-central parts of South Korea, and is bounded by Charyeong mountain chains in the north and by Sobaek mountain chains in the south. The general trend of the zone is of NE-SW direction known as Sinian direction. Okcheon system of pre-Cambrian age occupies southwestern portion of Okcheon geosynclinal zone, and Choseon and Pyeongan systems of Cambrian to Triassic age in northeastern portion of the zone. It was defined by the writer that the former was called "Okcheon Paleogeosynclinal zone" and the latter "Okcheon Neogeosynclinal zone," although T. Kobayashi named them "Metamorphosed Okcheon zone" and "Non-metamorphosed Okcheon zone" respectively and thought that sedimentary formations in both zones were same in origin and of Paleozonic age, and C.M. Son also described that Okchon system was of post-Choseon (Ordovician) and pre-Kyeongsang (Cretaceous) in age. According to the present study two zones are separated by great fault so that the geology in both zones is not only entirely different in origin and age, but also their geolosical structures are discontinuous. Stratigraphy and structure of Okcheon system are clearly established and defined by the writer and its age is definitely pre-Cambrian. It is clarified by present study that the meta-sediments in and at vicinity of Charyeong mountain chains are correlated to Weonnam series of pre-Cambrian age which occupies and continues from northeast to southwest in and at south of Sobaek mountain chains, and both metasediments constitute basement of Okcheon system. Pyeongan, Daedong and Kyeongsang systems were deposited in few narrow intermontain basins in Okcheon paleogeosynclinal zone after it was emerged at the end of Carboniferous period. Granites of Jurassic and Cretaceous ages and volcanics of Cretaceous age are cropped out in the zone. Jurassic granite is aligned generally with the trend of Okcheon geosynclinal zone, whereas Cretaceous granite lacks of trend in distribution. Many isoclinal folds and thrust faults caused by Taebo orogeny at the end of Jurassic period are also parallel with Sinian directieon and dip steeply to northwest. Charyeong, Noryeong, Sobaek, and Deogyu mountain chains are located in areas of anticlinorium, and Kyongsang system in narrow synclinal zones. Folds in Okcheon neogeosynclinal zone are generally of N 70-80W direction but deviate to Sinian direction at the western parts of the zone. This phenomena is interpreted by the fact that the folds were originated by Songrim disturbance at the end of Triassic period and later partly modified by Taebo orogeny. Thrust faults of Taebo orogeny coentinue from Okcheon paleogeosynclinal zone into neogeosynclinal zone, forming imbricated structure as previously described. Strike-slip faults perpendicular to Sinian direction and shear faults diagonally across it by 55 degrees also prevail in neogeosynclinal zone. It is concluded from viewpoints on geology and geological structure that l)Okchon geosyncline had changed its location and affected by numerous disturbances through geologic time, and 2)mountain chains in the area such as Charyeong, Noryeong, Sobaek, and Deogyu were originated as folded mountains. Differing from others, however, Sobaek range was probably formed at the time of Songrim disturbance and modified later by Taebo orogeny. It is cut by Danyang-Jeomchon fault at the vicinity of Joryeong near Munkyeong village and does not continue to southwest beyond the fault, whereas southwestern portion of erstwhile Sobaek range continues to Taebaek rangd northeastward from Deogyusan passing through Sangju, Yecheon, and Andong. From these evidences, the writer has newly defined the erstwhile Sobaek range in such a way that Sobaek range is restricted only to northeastern portion and Deogyu range is named for the southwestern portion of previous Bobaek range.