• 지능정보연구
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• 제24권2호
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• pp.37-57
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• 2018

최근 스마트폰의 확산에 힘입어 유용한 광고 매체로서 모바일 미디어에 대한 관심이 증가되고 있다. 모바일 미디어는 소비자들에게 언제, 어디서나 원하는 정보를 제공할 수 있을 뿐만 아니라 실시간으로 상호작용이 가능하다는 점에서 기존 광고매체들과는 차별화된 장점을 가진 것으로 평가 받고 있다. 그 동안 모바일 광고 연구들은 모바일 광고에 대한 만족도, 수용도 등을 서베이를 토대로 분석한 연구와 모바일 광고 메시지 수신에 영향을 미치는 요인을 중점적으로 탐구한 연구, 실험연구를 통해서 모바일 광고가 브랜드 회상, 광고태도, 브랜드 태도 등에 미치는 영향을 검증하는 연구들이 많이 진행되었다. 그러나 실증데이터를 통한 연구는 거의 진행되지 않았다. 본 연구에서는 상용서비스 중인 모바일 광고플랫폼을 기반으로 광고효과를 알아보기 위하여 광고주, 광고플랫폼, 퍼블리셔 관점에서 광고특성, 매체특성을 정의하고 각 특성이 광고효과에 미치는 영향을 분석하였다. 각 특성에 대한 회귀분석 결과 모바일 광고의 광고특성인 광고규격과 쾌락적, 실용적으로 구별한 매체 특성이 광고효과에 유의미한 결과를 나타냈으며, 서로간의 상호작용 효과도 확인하였다. 연구결과를 통하여 모바일 광고 업무 시 광고상품에 맞는 광고소재 제작 및 매체계획 등 광고효과에 최적화된 광고전략 수립에 기여할 것으로 보인다.

• Journal of Preventive Medicine and Public Health
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• 제31권2호
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• pp.323-334
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• 1998

대구지역 지체장애인들을 대상으로 만성이환시 의료이용에 영향을 미치는 요인을 조사하기 위하여 1997년 4월부터 7월까지 등록된 재가장애인에서 20세 이상의 지체장애인 1,307명 중 만성질환이 있다고 대답한 337명 전원을 대상으로 자기기입식 설문지와 면접을 통하여 자료를 수집하였다. 만성질환으로 인한 의료기관 이용률은 81.9%로 병의원이용이 69.1%, 약국이용이 12.8%였다. 단순분석 결과, 소인성 요인에 따른 의료이용실태에서는 기혼이고 직업이 있는 경우에서 의료기관 이용률이 유의하게 높았다(p<0.05). 건강관심이 높은 군에서 의료기관이용이 유의하게 높았으며(p<0.01), 필요성 요인인 평소 아플 때 대처하는 방식이 의료기관 이용과 유의한 관련성이 있었다(p<0.01). 경로분석결과 직업, 경제적상태, 의료보장상태, 평소 아플 때 대처방식이 직접적인 영향을 미쳤으며(p<0.05), 건강관심도, 단골진료기관 유무 등의 변수들도 간접적인 영향을 미쳤다. 의료기관 미이용 이유에서는 '돈이 없어서'가 31.1%로 가장 많았고, '별 증상이 없어서'(18.0%), '불편하거나 같이 갈 사람이 없어서'(14.8%), '그냥 있으면 나을 것 같아서'(14.8%), '시간이 없어서'(8.2%), '치료해도 소용이 없을 것 같아서'(6.6%)의 순이었다. 이상에서 만성질환을 가진 지체장애인들의 의료이용을 높이기 위해서는 장애인 스스로 건강과 질병에 대한 관심을 가질 수 있는 보건교육을 강화하고 장애인 고용촉진을 위한 정책을 마련하여 전반적인 경제적 수준을 향상시키고 의료보호의 확대를 통해서 의료이용의 형평을 추구하여야 겠다.

• Child Health Nursing Research
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• 제7권3호
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• pp.322-341
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• 2001

The family value is expected to play a crucial role in adjusting a new environment for the family, especially in the critical situation as having a child with cancer in the family. The purpose of the study was to analyze the family values of the family with cancer children in order to offer descriptive data, which will facilitate family adjustment with cancer children. The survey was conducted from July 18, 2000 to August 30, 2000 and the analysis included 309 parents of the children who have been diagnosed as cancer, 18 years of age or less, and treated either hospitalized or at the outpatient clinics. Two instruments were used to measure family value. The modified form of General family value scale was 18 items with a 5 points of Likert response format (Cronbach alpha= .78) and Family value scale was developed for the study with 12 items on a 5 points of Likert response format(Cronbach alpha= .73). The data analysis utilized SAS 6.12 for percentage, frequency, Mean, and t-test of demographic characteristics and mean, F score, ANOVA, and Duncan follow-up test of variable relationships. The study findings were as follows. 1) In General family value, the fathers gave the higher scores to 'The children should live with their parents'(M=4.01), and 'A parents and their children are like one body' (M=3.91). The item with lowest score was 'Its not impossible for man to have extramarital relationship'(M=1.92). The mothers thought the most important items were 'A parents and their children are like one body'(M=3.79), and 'A wife needs to be patient to keep harmony of the family' (M=3.56), and the item with lowest score was 'Its not impossible for man to have extramarital relationship'(M=1.44). 2) The mean scores of the mothers were higher than the fathers for all items in family value with cancer children, while fathers gave more points for items in general family value. Both of parents gave the highest score to 'The health of the family is most important to me'(M=4.85 for fathers, M=4.97 for mothers), and followed by 'The husband and wife need to be patient and understand each other to overcome the difficulties'. The item with lowest scores was 'The parents can have conflicts in making decisions since their child was sick'(M=3.34 for fathers, M=3.37 for mothers). 3) There were significant differences between fathers and mothers in items of General family value; fathers gave more points to the items of 'The children should live with their parents', 'Its essential to hold the ceremony to respect their forefathers', 'Its not impossible for man to have extramarital relationship', 'A woman with two daughters should have one more baby to succeed the generation', 'The husbands are responsible for the household economy', and 'When his mother and wife dont get along, the man should be on his mothers side'. However, there was no significant difference between fathers and mothers in items of Family value with cancer children. 4) The general family value was significantly different by the birth order of cancer children, mothers age, mothers education level, and types of payment. On the other hand, the family value with cancer children was significantly different by the age of cancer children, period of illness, period after completing treatment, family type, the number of family members, and the number of total children.

• 한국산림과학회지
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• 제94권4호통권161호
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• pp.214-225
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• 2005

한국의 산촌개발사업은 의제21(Agenda 21) 13장의 지속가능한 산지개발(SMD, Sustainable Mountain Development)과 국토 균형발전을 도모하기 위하여 전국토의 45.9%를 점유하고 있는 산촌마을을 대상으로 1995년부터 시범적으로 시작되었다. 이후 도별 확대사업과 함께 관련 법률 및 제도 정비를 통하여 산촌주민의 삶의 질 향상과 행복 제고를 목적으로 현재 진행 중이다. 본 연구는 2003년 현재 사업 완료된 59개 산촌개발마을과 조성중인 15개 산촌개발사업마을의 사업내용에 대하여 산촌개발의 핵심 이해관계자인 산촌주민과 지방자치단체 공무원의 의견을 비교분석하여 사업만족도를 분석하고 향후 지역사회 개발사업으로서 산촌개발 사업의 추진방향을 제시하고자 수행되었다. 산촌개발사업은 지역사회 개발사업이 일반적으로 추구하는 주민의 자발적 참여와 민주시민으로의 자립정신확립, 소득증진 기반조성, 쾌적한 생활환경의 창조, 타 지역과의 균형발전 등 여러 측면에서 긍정적인 성과가 나타났다. 특히 마을주민과 지방자치단체의 기대가 큰 소득증대 기반조성과 해적한 마을환경 기반구축을 통한 정주기능 증진효과에 대하여는 이해관계자 모두가 만족하는 성과가 도출되었다. 그러나 산촌개발사업을 통한 산촌마을의 지역사회유지 및 전통적인 가치체계 강화는 만족한 수준에 달하지 못하고 있다. 또한 지속적인 소득증진효과를 도모하기 위한 지역 특성에 알맞은 소득 작목 개발과 기술 보급, 지역특산물 개발 유통개선도 필요한 실정인데, 지방 자치단체의 적극적이며 다각적인 활동이 요구된다. 또한 산촌개발계획 초기부터 지방자치단체와 산촌주민이 공동 참여하는 산촌개발사업방식의 도입과 관련 지방행정조직과 1차 산업 단체의 혁신은 산촌개발사업의 지속성 유지를 위하여 바람직하다. 또한 산촌개발이 장기적으로 타 지역개발과의 균형 유지를 위한 종합개발 계획 수립, 산촌마을 네트워크 구성과 정보교환, 산촌개발사업 사후 시설관리, 산촌마을개발협의회 구성 등 산촌개발사업의 핵심요소인 지도인력의 양성과 교육은 중앙정부의 주도적인 지원을 요구한다. 향후 산촌관련 이해관계자를 고려한 발전 방안 수립은 지역사회개발계획의 일환으로 산촌개발사업 성공 가능성을 증가시킬 것이다.

• 한국도로학회논문집
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• 제20권1호
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• pp.107-115
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• 2018

PURPOSES : As the population of the mobility handicapped, who are classified as the disabled, the elderly, pregnant women, children, etc., has increased, the voices for guaranteeing their rights have been increasing as well. Thus, the design manuals for roads and sidewalks for the mobility handicapped were developed by the local government, such as the Ministry of Land, Transport, and Tourism, in Seoul City. However, according to the 2013 survey results of the Seoul Metropolitan City, the mobility handicapped still feel uncomfortable with the sidewalks, and particularly request for the improvement of the step and slope of the sidewalk curb. Therefore, in this study, we conducted an empirical experimental study to determine the slope of the sidewalk curb and height of the steps considering the mobility handicapped and analyzed whether there is a statistically significant difference. METHODS : The methodology of this study is an empirical experimental one. In the study, five non-disabled people, 10 wheelchair users, and 10 eye patch and stick users walked about 2-3 min on the sidewalk plates of the sloped type (0%, 5%, 6.3%, 8.3%) and stepped type (0 cm, 1 cm, 3 cm, 6 cm), and their human physiological responses, such as the skin temperature, volume of perspiration on forehead and chest, and heart rate, were measured and recorded. After combining the data, we conducted a nonparametric test, ANOVA, or t-test to determine whether there was a statistically significant difference according to each slope and step type. RESULTS : It was found that for the non-disabled, there was no significant difference in human physiological responses according to the slope and steps of the sidewalk. It can be said that the non-disabled do not feel much physiological discomfort while walking. In the case of the sloped sidewalk plate, the heart rate of the wheel chair users increased when the slope was 6.3%. In the case of the eye patch and stick users, the volume of perspiration on the chest increased at a slope of 5.0%. In general, it is judged that a sidewalk with a slope that is less than 5% does not cause a change in the physiological response. In the case of a stepped sidewalk plate, when 0 cm, 1 cm, and 3 cm were compared for wheelchair users, the amount of forehead perspiration increased from 1 cm. Meanwhile, in the case of the eye patch and stick users, when 0 cm and 6 cm were compared, the amount of perspiration on the forehead and chest as well as the heart rate all increased at 6 cm. Taken together, in the case of wheelchair users, a difference was shown when the height of the step of the sidewalk plate was 1 cm, suggesting that installing it at 0 cm does not cause any physiological discomfort. Moreover, in the case of the eye patch and stick users, when comparing only 0 cm and 6 cm, 0 cm was considered to be suitable, as there was a difference in physiological response at 6 cm. CONCLUSIONS : In this study, we set the human physiological responses such as chest skin temperature, amount of perspiration, and heart rate as evaluation items, and our study was considered to be a meaningful experiment that targeted wheelchair users as well as eye patch and stick users. The validity of the evaluation items was confirmed, as the results of human physiological responses were significant. As for the sidewalk design, according to the experiment result, it is considered that differential application should be implemented according to the type of mobility handicap, rather than uniformly applying a sidewalk step of 2 cm and sidewalk slope of 1/25, which are the current legal standards.

• Asia pacific journal of information systems
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• 제18권4호
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• pp.57-81
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• 2008

Knowledge is an essential strategic weapon for sustaining competitive advantage and is the key determinant for organizational growth. When knowledge is shared and disseminated throughout the organization, it increases an organization's value by providing the ability to respond to new and unusual situations. The growing importance of knowledge as a critical resource has forced executives to pay attention to their organizational knowledge. Organizations are increasingly undertaking knowledge management initiatives and making significant investments. Knowledge sourcing is considered as the first important step in effective knowledge management. Most firms continue to make an effort to realize the benefits of knowledge management by using various knowledge sources effectively. Appropriate knowledge sourcing strategies enable organizations to create, acquire, and access knowledge in a timely manner by reducing search and transfer costs, which result in better firm performance. In response, the knowledge management literature has devoted substantial attention to the analysis of knowledge sourcing strategies. Many studies have categorized knowledge sourcing strategies into intemal- and external-oriented. Internal-oriented sourcing strategy attempts to increase firm performance by integrating knowledge within the boundary of the firm. On the contrary, external-oriented strategy attempts to bring knowledge in from outside sources via either acquisition or imitation, and then to transfer that knowledge across to the organization. However, the extant literature on knowledge sourcing strategies focuses primarily on large organizations. Although many studies have clearly highlighted major differences between large and small firms and the need to adopt different strategies for different firm sizes, scant attention has been given to analyzing how knowledge sourcing strategies affect firm performance in small firms and what are the differences between small and large firms in the patterns of knowledge sourcing strategies adoption. This study attempts to advance the current literature by examining the impact of knowledge sourcing strategies on small firm performance from a holistic perspective. By drawing on knowledge based theory from organization science and complementarity theory from the economics literature, this paper is motivated by the following questions: (1) what are the adoption patterns of different knowledge sourcing strategies in small firms (i,e., what sourcing strategies should be adopted and which sourcing strategies work well together in small firms)?; and (2) what are the performance implications of these adoption patterns? In order to answer the questions, this study developed three hypotheses. First hypothesis based on knowledge based theory is that internal-oriented knowledge sourcing is positively associated with small firm performance. Second hypothesis developed on the basis of knowledge based theory is that external-oriented knowledge sourcing is positively associated with small firm performance. The third one based on complementarity theory is that pursuing both internal- and external-oriented knowledge sourcing simultaneously is negatively or less positively associated with small firm performance. As a sampling frame, 700 firms were identified from the Annual Corporation Report in Korea. Survey questionnaires were mailed to owners or executives who were most erudite about the firm s knowledge sourcing strategies and performance. A total of 188 companies replied, yielding a response rate of 26.8%. Due to incomplete data, 12 responses were eliminated, leaving 176 responses for the final analysis. Since all independent variables were measured using continuous variables, supermodularity function was used to test the hypotheses based on the cross partial derivative of payoff function. The results indicated no significant impact of internal-oriented sourcing strategies while positive impact of external-oriented sourcing strategy on small firm performance. This intriguing result could be explained on the basis of various resource and capital constraints of small firms. Small firms typically have restricted financial and human resources. They do not have enough assets to always develop knowledge internally. Another possible explanation is competency traps or core rigidities. Building up a knowledge base based on internal knowledge creates core competences, but at the same time, excessive internal focused knowledge exploration leads to behaviors blind to other knowledge. Interestingly, this study found that Internal- and external-oriented knowledge sourcing strategies had a substitutive relationship, which was inconsistent with previous studies that suggested complementary relationship between them. This result might be explained using organizational identification theory. Internal organizational members may perceive external knowledge as a threat, and tend to ignore knowledge from external sources because they prefer to maintain their own knowledge, legitimacy, and homogeneous attitudes. Therefore, integrating knowledge from internal and external sources might not be effective, resulting in failure of improvements of firm performance. Another possible explanation is small firms resource and capital constraints and lack of management expertise and absorptive capacity. Although the integration of different knowledge sources is critical, high levels of knowledge sourcing in many areas are quite expensive and so are often unrealistic for small enterprises. This study provides several implications for research as well as practice. First this study extends the existing knowledge by examining the substitutability (and complementarity) of knowledge sourcing strategies. Most prior studies have tended to investigate the independent effects of these strategies on performance without considering their combined impacts. Furthermore, this study tests complementarity based on the productivity approach that has been considered as a definitive test method for complementarity. Second, this study sheds new light on knowledge management research by identifying the relationship between knowledge sourcing strategies and small firm performance. Most current literature has insisted complementary relationship between knowledge sourcing strategies on the basis of data from large firms. Contrary to the conventional wisdom, this study identifies substitutive relationship between knowledge sourcing strategies using data from small firms. Third, implications for practice highlight that managers of small firms should focus on knowledge sourcing from external-oriented strategies. Moreover, adoption of both sourcing strategies simultaneousiy impedes small firm performance.

• 대한수의학회지
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• 제44권2호
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• pp.241-249
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• 2004

As a part of epidemiologic investigation of tsutsugamushi disease, the wild rodents which were captured in Gyeongnam area were diagnosed with indirect immunofluorescent antibody assay (IFA) and Polymerase Chain Reaction (PCR) to find if they have an antibody against Orientia tsutsugamushi. The conclusion was drawn as followings. (1) The captured 58 wild rodents showed that the subspecies distribution of Apodemus agrarius was 86.2%, Microtus fortis was 8.6% and Crocidura lasiura was 5.2%. (2) The antibody positive rate of O. tsutsugamushi Gilliam, Karp, Karto and Boryong by IFA method was 32.0% in Apodemus agrarius among 50 wild rodents and 40.0% in Microtus fortis among 5 wild rodents, respectively. It was negative in the case of all the 3 Crocidura lasiura. (3) The antibody titers on Apodemus agrarius, Microtus fortis and Crocidura lasiura against Gilliam, Karp, Karto and Boryong were measured between 1:20 and 1:640. The antibody titer against each antigen was in the order Boryong>Gilliam>Karp. (4) O. tsutsugamushi was detected from the blood, spleen and kidney from the artificially infected mice by IFA and PCR. IFA showed the positive response between 3 and 18 days after inoculation. On the other hand, positive response was found from all the samples by PCR. (5) From PCR of the genomic DNA extracted from the blood, spleen and kidney samples of the captured wild rodents, Boryong-specific amplification product with size of 210 bp, which is particular in Boryong, was detected from spleen and kidney samples, but not detected in the blood. (6) Boryong-specific amplification product was detected from spleen and kidney samples which were obtained at 3, 6, 12, 18 and 24 days after the infection with Boryong. But, it wasn't detected from the uninfected samples. (7) From PCR of spleen and kidney samples of the captured wild rodents, it was found that positive rate of O. tsutsugamushi in Apodemus agrarius and Microtus fortis were 25.0% (4/16) and 20.0% (1/5), respectively. From the above results, it can be concluded that Apodemus agrarius resided in Gyeongnam area carried O. tsutsugamushi and PCR method might be a simple, precise, rapid and useful diagnostic tool than IFA for the diagnosis of O. tsutsugamushi.

• 환경생물
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• 제36권2호
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• pp.206-216
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• 2018

동해안 산불피해지역에서 참나무 잎 생산량의 시공간적 변이가 초식자의 밀도, 종풍부도 및 초식 피해에 미치는 영향을 분석하였다. 본 조사지역에서 참나무 잎의 주요 초식자는 나방 유충이었다. 초식곤충의 유충의 종풍부도와 밀도가 가장 높아지는 시기는 8월 중순이었다. 연간 출현한 초식곤충 유충의 60.5%가 8~9월에 집중적으로 출현하였다. 참나무 잎 생산량이 가장 많은 시기는 7~8월이었고, 초식곤충에 의한 피해가 가장 많은 시기는 8~9월이었다. 조사시기와 장소에 따라 참나무 잎 생산량, 초식곤충의 유충밀도 및 종풍부도는 큰 변이를 나타내었다. 본 조사지역에서 7~8월에 평균 참나무 잎 생산량은 $0.96ton\;ha^{-1}$로 추정되었다. 또한 이 시기에 참나무 잎의 생산량은 $0.34{\sim}1.89ton\;ha^{-1}$의 공간적인 변이를 나타내었다. 8월에 초식자에 의한 참나무 잎의 소비량은 $0.15{\sim}1.51ton\;ha^{-1}$의 공간적인 변이를 나타내었다. 참나무 잎의 생산량이 많은 곳일수록 초식자의 종풍부도와 밀도가 증가하는 경향이 있었다. 참나무 잎 생산량의 증가에 따라 초식자에 의한 소비량과 소비비율도 증가하였다. 이것은 참나무 잎의 생산이 많은 시기와 공간으로 초식자들이 모이는 집중화 반응이 일어난다는 것을 의미한다. 산불피해지역에서 먹이자원의 시공간적인 이질성과 그로 인한 먹이망의 상위단계에 미치는 영향에 대한 연구는 산불지역 생태계의 구조와 기능을 정량적으로 이해하고 평가하는 데 도움을 줄 수 있다.

• Ocean and Polar Research
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• 제32권3호
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• pp.269-289
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• 2010

In Summer 2008, a multidisciplinary survey was conducted onboard R/V Haeyang 2000 to understand plankton response to the three distinct physico-chemical settings that developed in the Ulleung Basin of the East Sea. Baseline settings of hydrographic conditions included the presence of the thin (<20 m) Tsushima Surface Water (TSW) on top of the Tsushima Middle Water (TMW). It extends from the Korea Strait to $37^{\circ}N$ along the $130^{\circ}E$ and then turns offshore and encompasses the relatively saline (T>$26^{\circ}C$, S>33.7) Ulleung Warm Eddy surface water centered at $36.5^{\circ}N$ and $131^{\circ}E$. A relatively colder and saline water mass appeared off the southeastern coast of Korea. It was accompanied by higher nutrient and chlorophyll-a concentrations, suggesting a coastal upwelling. Most of the offshore surface waters support low phytoplankton biomass (0.3 mg chl-a $m^{-3}$). A much denser phytoplankton biomass (1-2.3 mg $m^{-3}$) accumulated at the subsurface layer between 20-50 m depth. The subsurface chlorophyll-a maximum (SCM) layer was closely related to the nutricline, suggesting an active growth of phytoplankton at depth. The SCM developed at shallow depth (20-30 m) near the coast and deepened offshore (50-60 m). A fucoxanthin/zeaxanthin ratio was high in coastal waters while it was low in offshore waters, which indicated that diatoms dominate coastal waters while cyanobacteria dominate offshore waters. The community structure and biomass of phytoplanktonare closely related to nitrogen availability. Zooplankton biomass was higher in the coastal region than in the offshore region while species richness showed an opposite trend. Zooplankton community structure retained a coastal/offshore contrast. These suggest that summer hydrography is a stable structure, lasting long enough to allow a hydrography-specific plankton community to evolve.

• 디자인학연구
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• 제18권3호
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• pp.129-138
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• 2005

메시지의 명확성은 성공적인 커뮤니케이션의 필수적인 요건으로 간주되어 왔다. 그러나 오늘날의 복잡하게 변화된 기업환경 또는 마케팅 상황, 미디어환경에서 때로는 광고 메시지의 명확성이 오히려 커뮤니케이션 효과를 저해하는 경우가 나타나고 있다. 이 연구의 목적은 국민정서에 반하는 요소가 있는 기업이 경영목표 및 사업특성의 변경 등 정체성을 새롭게 정립할 필요가 있을 때 어떤 광고 메기지를 가지고 수용자와 커뮤니케이션 하는 것이 효과적인지를 검토하는 데 있다. 구체적으로, 전략적으로 모호한 메시지를 발신하는 광고전략이 광고에 대한 인지효과와 감정적 대도, 광고에 대한 신뢰성, 기업에 대한 태도 등에 어떠한 효과를 발휘하는지 검증한다. 이를 위하여 모호한 광고 메시지와 명료한 광고 메시지에 있어 감정적 반응, 신뢰도, 광고에 대한 태도, 기업에 대한 태도는 효과면에서 차이가 있을 것이라는 가설을 설정했다. 이를 바탕으로 2003년부터 집행되고 있는 KT&G의 <상상예찬> 캠페인에서 모호한 광고메시지를 대표하는 3점의 텍스트를 체계적으로 표집하여 설문을 통한 실험을 실시했다. 연구 결과, 연구대상 광고텍스트의 모호한 메시지는 주목도의 차원 및 광고에 대한 호감, 긍정성, 기억성, 공감성 등에서 명료한 메시지에 비해 좋은 반응을 얻었다. 또한 호감, 긍정성, 기억성, 공감성 등을 측정한 광고 자체에 대한 태도 면에서도 모호한 메시지가 명료한 메시지에 비해 일정한 효과를 확보하는 것으로 나타났다. 따라서 국민정서에 반하는 요소가 있는 기업의 정체성 변화를 알리는 데에는 명료한 메시지보다 다소 모호한 메시지가 재인과 회상효과의 측면에서 유리할 것이라는 잠정적 결론을 얻었다. 그러나 광고에 대한 정서적 반응과 신뢰도, 기업에 대한 태도 등을 높이는 데에는 모호한 광고메시지가 명료한 광고 메시지에 비해 유리하다는 증거는 찾아볼 수 없었다. 이는 모호한 메시지 속에 숨어있는 암시적 표현코드에 대해 수용자들이 불편한 감정과 불신하는 마음, 부정적 태도를 가지고 있다는 추론으로 연결될 개연성을 높이고 있다. 논리실증적인 방법으로 이루어진 이 실험연구의 통계수치로 밝혀진 사실의 발견에서 결여하기 쉬운 설명력을 보완하기 위해 현상학적 연구 등의 심층적인 조사가 시도될 필요가 있다.