• (The) Korean Journal of Advertising
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• v.28 no.8
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• pp.111-132
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• 2017

This study investigates how consumers' need for uniqueness and for self-expression have influence on their attitude towards brand webtoon contents and word of mouth intention. The results of this study shows that among the sub-dimensions of brand webtoon users' need for uniqueness, unpopular choices has a significantly positive influence on their need for self-expression, and in turn it has a strong positive impact on both attitude towards the webtoon content and intention of word of mouth. In particular, the data show that respondents' perceived perception of the persuasive intent of the brand webtoon moderates the effect of need for self-expression on the attitude towards the content. More specifically, respondents who perceive the persuasive intent in brand webtoon show a lesser degree of favourable attitude towards the content than do respondents who do report a low level of perception of persuasive intent of the brand webtoon. In sum, this study not only provides a theoretical foundation to understand how consumers perceive brand webtoons in terms of their need for uniqueness and for self-expression, but the study has implications for practitioners who are interested in using a brand webtoon for marketing.

• Korean Journal of Communication Studies
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• v.18 no.4
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• pp.31-50
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• 2010

This study is designed to decode the persuasion strategies in the advertising targeted for children from a semiotic perspective. Semiotic approach to "decoding advertising text" allows us to classify advertising signs and sign systems in relation to the way they are transmitted and communicated. In this strategic process of advertising production, the producers use various "expressive techniques" and "persuasive appeals, premises, and ideology" shared by the members of the society. This study investigates Korean print media advertising for children with the following research questions: ① What types of expression techniques are employed in the print media advertising for children? ② What types of persuasive appeals(consumption values) are used in the print media advertising for children? ③ What are the persuasive premises(cultural premises) underlying those persuasive appeals? ④ What is the structure of ideology that governs those persuasive appeals and premises in the advertising for children? The study result reveals seven most frequently employed expressive techniques, ten major types of persuasive appeals and premises, and the structure of ideology governing the signs and signification systems in the advertising targeted for children.

• Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
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• v.7 no.4
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• pp.395-402
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• 2017

Social network service provides an excellent platform for people seeking for advices. This research analyzed the effect of rational and emotional response and social distance on people's acceptance for advices online by the construal level theory. An experiment was completed to test the relationship between advisers and questioners and verify the content of online feedback would influence people's acceptance for advices on social network site. The online response included emotional advice and rational advice. Social distance between advisers and questioners was divided to close social distance condition and distant social distance condition. The study showed: (1) comparing with emotional advice, rational advice had a higher persuasive effect in both close and distant social distance conditions; (2) the impact of feedback from people with close social distance was stronger than the impact of the advices from people with distant social distance; (3) there existed an interaction effect between social distance and affective advice. The results revealed that the adviser's affective expression and relationship with the questioner would interactively impact the online persuasive effect.

• Archives of design research
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• v.12 no.3
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• pp.17-26
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• 1999

We use humorous expression in general dialogue. And this humor os especially good methods for expressing more creative and persuasive thoughts. If could not effective data for developing expression techniques, because most of the studies on humor focused on advertising, especially effectiveness for product purchase until now. So, we need the data objectively tested and we can use the data for persuasive, agreeable and effective communication. This study presents new expression methods with humor, classifies the expression type with humor and analyses the specific characters each type. It was as follows. first, which expression types are existing in typography with humor, and how to apply to typography. Second, how to change the propensity to perceive through the communication method and through types of humor Third, what is more effective between typogratphy with humor and typography without humor Miore study based on this must be followed in order to plan objective and agreeable design and improve communication effects.

• Archives of design research
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• v.15 no.2
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• pp.91-100
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• 2002

Unlike a study related in language alone, rhetorical study of current time, composed with multi-culture, medias, communication, presents its own field that covers from the form of discourse(persuasive) to another form of discourse(not persuasive). If there was a study of making beautiful sentences for story and finding simple method of speech in Greek and roman period of an ancient time, it now a study in which one finds the essence of literary style or terminology in the expression of sentence. The taller case is especially important, given that the importance of what to express visually is on-going active procedure of this stuffy as itself an activity of communication. When a visual object persuades viewers, the activity of communication derives them to react and to understand the intention of an artist. The matter of how to speak is the matter of how to shape message persuasively. This persuasive method or technique is study of rhetoric. The three aspects (figurative, accentuating, mutating) of rhetorical expression of an illustration, the visual image can give fresh feelings to be in intimate relations with public. These rhetorical expressions also vitalize the story that is expressed on illustration with crisp image. It helps to attain expected effects while discovering essential meaning through the corresponding linguistic interpretation of an image. The study aims at the most effective way to communicate by figuring the most strong and direct illustrative message out. One of the method is to patternize illustrative expressions that are established from all kinds of shapes of Rhetoric. Therefore ,an operation of significance and an implication can shape an ultimate goal of this study from acknowledging the mechanism that modern illustration embraces.

• Journal of Korea Entertainment Industry Association
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• v.13 no.7
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• pp.99-118
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• 2019

This study confirmed the followings based on analysis of language messages in 718 advertisement in , AMOREPACIFIC's beauty magazine, published from 1958 to 2018 by product categories, era, in terms of purchase information, persuasive expression, word type. First, the number of pieces among 1980s to 1990s advertisement were the largest and, in terms of product categories, there were the greatest number of pieces in skincare, makeup and mens products. Second, headline and bodycopy had a different aspect in persuasive expression. "focused on image-making" was mainly used for head lines. Specifically, "situational image" was generally dominant. While the "user image" was higher before 1990's, "brand image" was as recent times. "Informal" was mostly applied for bodycopies, especially, "general information" and "differentiated information" was used the most. It is important to know what kind of information the brand established in each brand should be embodied rather than simply dividing the appeal method into "rational appeal" and "emotional appeal."Third, persuasive expression has different aspects in headlines and body copies. "focused on image-making" was mainly used as headlines. Specifically, "situational image" is dominant. Also, "user image" was high before 1990s but "brand image" got higher in recent times. "Informal" was mostly used as body copies, especially "general information" and "differentiated information" were the most frequently selected. Therefore, it is important to apprehend which information to specify established images by brands, rather than to divide "rational appeals" and "emotional appeals". Lastly, categorizing word type into brand names and headlines, foreign language was the most dominant in brand names and Chinese characters in headline. Remarkably, brand names in native language temporarily high in 70's and 80's, which could be interpreted to be resulted from the government policy promoting native language brands in those times. In addition, foreign language was frequently used in cosmetics and Chinese characters in men's product. It could be explained that colors or seasons in cosmetic products were expressed in foreign language in most case. On the other hand, the inclination of men's product consumers, where they pursue prestige or confidence in Chinese character, was actively reflected to language messages.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.2
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• pp.513-522
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• 2021

The current research aims to explore which type of identity-based message can be more persuasive for Chinese consumers to form positive restaurant brand attitude based on their cultural orientation, and to examine the roles of brand objective relevance and psychological power state in the persuasive process. The study employs a 2(identity expression focus: warmth vs. competence) × 2(message description manner: identity-defining vs. identity-referencing) × 2(experienced power state: high vs. low) between-subjects design, and conducts an online survey where 240 Chinese participants in total has responded to the questionnaires. SPSS and AMOS programs have been used to examine the hypotheses. The findings suggest that, first, the warmth-focused messages (identity-defining messages) more positively affected Chinese consumers' object relevance than the competence-focused messages (identity-referencing messages); Second, high power-experienced Chinese consumers rather than low power consumers tend to perceive more object relevance at the warmth self-defining messages; Third, brand object relevance revealed a mediation effect in the process of the warmth-focused messages (identity-defining messages) affecting brand attitude. This research offers new insight into the relationships between consumers' cultural orientation, understandings of power, and identity-based consumer behavior, suggesting marketers should take those social influences and consumer diversities into account when developing the message to persuade consumers.

• Archives of design research
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• v.19 no.2 s.64
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• pp.229-240
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• 2006

It is very important issue in information design to improve information efficiency by adapting interesting factors in changing circumstance of information communication. The concept of infotainment is utilized in designing information contents in a way of combining entertainment factors with information itself based on various media and representation technologies. The information arousing user's attention, which includes interesting factors, is persuasive message comppared to the informative message conveying only information itself. The reason why infotainment is persuasive is because it makes the user absorb deeply in the information during the process of understanding by sensorial stimuli, cognitive interest, and situational interest. The sensorial stimuli originates from the expression elements of information design. The cognitive interest from the user's intellectual activities has a try to overcome mental block when user confronts with the redundant expression in the manner of unexpectedness and inharmony. The situational interest originates from user's optimum experience by the flow of satisfaction. Therefore, the attribute of infotainment is defined with the stimuli, the redundancy, and user's satisfaction. Its design elements consist of physical factors, organizational factors, and psychological factors. The physical factors through sensorial stimuli are utilized by visual manipulation such as visual analogy or visual pun, multimedia, and moving expression. The organizational factors through redundant expression bring user's imagination by adapting storytelling, event, and interaction in the process of understanding information. The psychological factors through expression of entertainment interests such as humor, play, and game give users psychological satisfaction with the flow. In conclusion the concept of infotainment can be adapted when the design factors should be integrated with its attributes, or the conveying information should go well with its purpose and characteristics.

• Proceedings of the Korean Institute of Navigation and Port Research Conference
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• 2011.06a
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• pp.132-134
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• 2011

In Communications are intended elicit respondses through a conversation or communication styles between speaker and audience. VTSO and the ship operator's intent to communicate well with each other thus leading to the conclusion that must be accomplished It should be completed with MRC which is a poor means to understand and persuasive manner, and conclusions expressed are easily able to derive strategic communication skills. Forever, but these expression and technic can not force where the operator deciding factor in the law frame should not spiral out of the border. VTSO communication skills should be taken into such factors would be high level technic. Now here's I'd like to study that occured in the maritime communications field to be studied deeper issues and a category of expression technic, expression for the VTSO.

• Journal of Korean Academy of Nursing
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• v.50 no.1
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• pp.81-100
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• 2020

Purpose: The purpose of this study was to define and clarify the concept of political competence for nurses. Methods: A hybrid model method was used to investigate the dimensions, attributes, and definitions of the concept. In the theoretical stage of the study, literature on nursing, politics, and other discipline were reviewed. In the fieldwork stage, individual in-depth interviews and focus groups interviews were conducted with politically seasoned experts or activists who had an understanding of the concept of political competence for extensive descriptions in nursing and field of health care. Results: The concept of political competence was represented in four dimensions as political knowledge, political efficacy, political interaction, and political activity. In the political knowledge dimension, there were three attributes, namely, political knowledge, political information and systematic analysis ability. The political efficacy dimension had three attributes of internal political efficacy, external political efficacy, and self-pride of nursing profession. The political interaction dimension had three attributes of organizations and community service, networking, and persuasive power. The political activity dimension had six attributes of political leadership, political expression, assertive behavior, political advocacy, political participation, and policy intervention. Conclusion: This concept development might provide a basic understanding of developing a measurement tool and for constructing a theory promoting nurses' political competence.