• The Journal of the Korea Contents Association
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• v.11 no.8
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• pp.311-320
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• 2011

This study analyzed the persuasive marketing communication strategy which applied by showhost for TV homeshopping sales. Specifically, the current study focuses on the comparative analysis of tangible goods and intangible goods sales. Four sales homeshopping TV programs were selected for analysis: two overseas travel package products, one climbing clothes product and one produce of walnut. The method of rhetorical content analysis was conducted to analyze the strategy of persuasive communication. The results shows that , , were commonly used for both tangible and intangible products sales. But , , and were heavily utilized only for intangible products sales. The result of this study can contribute to provide theoretical background for future advanced research, although it has a limitation of only analyzing four sales programs.

• The Journal of the Korea Contents Association
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• v.18 no.6
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• pp.628-642
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• 2018

Modern TV public advertisements of China began in 1986. As messages were spread and expanded to the public through TV media, the society as a whole started to accept the public advertisements and the influence of public advertisements increased ever more. Successful persuasion is an important prerequisite for realizing the effects of TV public advertisements and this study sought to examine persuasion strategy at this moment when media, messages and the audience are becoming diversified. It sought to know of the present situation of China's TV public advertisements particularly from the standpoint of Chinese and analyze persuasion strategy and usage based on the theory of persuasive communication.

• Journal of the Korea Convergence Society
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• v.11 no.9
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• pp.99-107
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• 2020

The new characteristic of Millennial High-Tech Media is breaking the existing standardized creative grammar. The destructive form of high-tech media is differently accommodated according to the consumer's tendency or characteristics. The purpose of this study is to explore guidelines for effective creative strategy creation of high-tech media. In consumer psychology, consumer innovation is a key factor in evaluating the creativeness of high-tech media. The results of finding out the effect of persuasive communication on consumer innovation and advertising creative type are as follows. Informative(image) creative type showed higher attitude toward advertisement, brand attitude, purchase intention, and prior intention to consumers with high innovation than consumers with low innovation.

• Journal of Contemporary Eastern Asia
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• v.8 no.2
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• pp.27-43
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• 2009

A ban on political podcasting during the General Elections 2006 in Singapore was justified by the Singaporean government on the grounds that the new medium had a greater power to influence voters than traditional modes of political discourse. A between-subjects controlled experiment was conducted to test whether podcasts of political speeches had a greater power to influence voters' evaluations of political candidates and likelihood of voting for them than online text-based transcripts of the same speeches. The study also examined whether mere exposure to political speeches online, irrespective of the modality, had an effect on voters' more general political preferences, i.e. the likelihood of support and voting for the opposition. The findings suggest that political podcasts were no more persuasive than text-based websites and that the effects on political preferences, if any, were likely due the exposure to political content online, not because of the nature of the medium. The implications of the findings are discussed.

• Journal of Korea Entertainment Industry Association
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• v.15 no.7
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• pp.137-143
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• 2021

This discussion can be said to be a qualitative study on the possibility of linking communication education for college students and literacy education for Korean language-linked educators based on the theory of interpretation of cognitive meaning of media text containing complex mechanisms. The implicit meaning of media content expression used as an interactive communication strategy will be accepted as a multilateral interpretation according to the individual learner's cognitive environment. If so, how is the general media content meaning intended by the content creator being accepted? These doubts are the starting point for discussion. To solve the problem, I leaned on the experimental pragmatic methodology of cognitive aesthetics and applied a model of relevance of cognitive linguistics to connect learners' creative cognitive environment and present content to find a contrast. As a result of the discussion, it was possible to establish a basic framework for learners to express their subjectivity and creative thinking that could connect the cognitive environment and present content themselves. In particular, active and positive learners also revealed direct descriptive expressions to build a new cognitive environment, such as suggesting a third alternative to argue the ability to question produced media texts and the validity of the meaning implied in the text. In the future, since media text containing complex mechanisms is an indirect and persuasive communication behavior that occurs easily through various media in modern society, the universal communication principle of reliable conversation between media text creators and audiences should exist.

• Korea Journal of Hospital Management
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• v.25 no.4
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• pp.1-12
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• 2020

During the COVID-19 pandemic, most of the western countries with advanced medical technology failed to contain coronavirus. This fact triggered our research question of what factors influence the clinical outcomes like infection rates and case mortality rates. This study aims to identify the determinants of COVID-19 related infection rates and case mortality rates. We considered three sets of independent variables: 1) socio-demographic characteristics; 2) cultural characteristics; 3) healthcare system characteristics. For the analysis, we created an international dataset from diverse sources like World Bank, Worldometers, Hofstede Insight, GHS index etc. The COVID-19 related statistics were retrieved from Aug. 1. Total cases are from 95 countries. We used hierarchical regression method to examine the linear relationship among variables. We found that obesity, uncertainty avoidance, hospital beds per 1,000 made a significant influence on the standardized COVID-19 infection rates. The countries with higher BMI score or higher uncertainty avoidance showed higher infection rates. The standardized COVID-19 infection rates were inversely related to hospital beds per 1,000. In the analysis on the standardized COVID-19 case mortality rates, we found that two cultural characteristics(e.g., individualism, uncertainty avoidance) showed statistically significant influence on the case mortality rates. The healthcare system characteristics did not show any statistically significant relationship with the case mortality rates. The cultural characteristics turn out to be significant factors influencing the clinical outcomes during COVID-19 pandemic. The results imply that the persuasive communication is important to trigger the public commitment to follow preventive measures. The strategy to keep the hospital surge capacity needs to be developed.