• Archives of design research
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• v.16 no.1
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• pp.103-116
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• 2003

As the globalization become the main stream in our world, there is no exception also on the cultural section. And we are En the midst of this rapid transition. In the case of advertising market, we opened to those agencies in abroad in the early year of 1990 and now completely opened. On this thesis, the multinational corporation advertising was studied and researched by empirical case study. The main topic is the value expression in the advertising creativity viewed on the cultural level. The multinational corporations that have an eminent, powerful brands produces much of goods wend widely with their powerful brands and extend their marketing activities to abroad. For example, those non-alcoholic beverages, pharmaceutical products, cosmetics, electronic appliances, vehicles, sports shoes, clothes are their main exports, and they broaden the product category, market size to the global market. They also use an expert marketing skill accumulated for a long time. The advertising activities is one of the useful method to extend their global market abroad enhacing continuously brand value. And much of the multinational corporation's advertising are suspected of negative effects that advertisements works on a tool which curies so called uniformed ideology - various ruling ideology - with commercial messages. These advertising affect an developing country's moral value, life style, social value, and others. And they weaken those developing country's unique tradition, culture by putting their own ideology. Those who have a critical position on the advertising activities have been careful in judging it's effects. The result of this study which of the value system is expressed in the multinational corporation's advertisements are; First, the self - esteem value is classified by western value, and it was founded out much more in the domestic corporation's advertisements then multinational ones. Second, the security value system is classified by western value system, and it's outcome was much the same as former one. Consequently, the multinational corporation's advertisements have less of an western value expression relative to korean advertisements. Those outcomes may infer that the multinational corporations prefer to an compromise creative strategy in korea for avoiding cultural conflicts.

• Korean Business Review
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• v.15
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• pp.133-152
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• 2002

The objective of this study examines that a country-of-origin and a congruity between country-of-origin of brand and country-of-origin of production effect on consumers' product preference respectively. To test this hypothesis, we used stimulus material including product photos with brand and its production description. Nation selected for study is defined as developed country, Korea, underdeveloped country, and tape record, sports shoes, and cosmetic, tissue is selected, they have characteristics with thinking vs feeling, level of involvement, private vs public. The result of analysis show that the effects of country-of-origin on product preference is different over country. The product of developed country is preferred by subjective, and following Korea, underdeveloped country. This result imply that country-of-origin effect on consumers' product preference and product evaluation positively. And we found that the degree of congruity between country-of-origin of brand and country-of-origin of production has very substantial impact on product quality judgement and product preference above and beyond brand and country-of-origin of production main effects. This study contributes to a understanding of effects of country-of-origin at the perspective of congruity, and extend level of generalization of country-of-origin effect by testing various product characteristic and congruity.

• Journal of Convergence for Information Technology
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• v.8 no.6
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• pp.59-66
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• 2018

The utilized coefficient of friction (UCOF) as a ratio of the shear force to the normal force on the ground during walking is used to identify the point at which slip is likely to occur. Shoe walking will change the utilized coefficient of friction by shoe design such as sole thickness and hardness, heel shape, and outsole pattern. In this study, subjects are 21 adults (10 female, 11 male, age: $25.2{\pm}2.3yrs$, height: $165.6{\pm}7.2cm$), analysis variables were walking speed, GRF, when the UCOF is maximal, and Tangent of CoP-CoM angle, and correlation analysis with the utilized friction coefficient (UCOF). As a result, First, for the shod walking the time point which UCOF is maximum about heel strike was faster and the magnitude was larger than for barefoot walking. Second, the correlation between the tangent of CoP-CoM and UCOF of right foot was higher at the left heel striking point (UCOF2_h) which occurred in the post propulsion phase than at the right heel striking point (UCOF1_h). This suggests that the right foot UCOF is related to the braking phase of left foot( which is the propulsion phase of right foot) rather than the braking phase of right foot.