• 복식문화연구
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• 제29권1호
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• pp.121-133
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• 2021

The purpose of this study was to investigate brand slognas that are effective in explaining how brand identity affects consumers. The effect of congruity between brand slogan and self-image (low and high) on attitude to slogans and brands were anaylzed. The moderating effect of self-monitoring (low and high) was also investigated. Survey data from 177 people in their 20s-30s were analyzed through descriptive statistics, exploratory factor analysis, and two-way ANOVA. First, congruity between slogan and self-image had a positive effect on both slogan and brand attitude. In other words, the higher the congruity between slogan and self-image, the more positive the attitude toward the slogan and brand. Second, no interactive effect was found in congruity between slogan and self-image and self-monitoring on slogan attitude; however it was identified for brand attitude. Again, in a group with high congruity between slogan and self-image, attitude toward the brand was more positive when self-monitoring was higher than when it was low. In conclusion, brand slogans that can represent the self-image of highly self-monitoring consumers are effective. In particular, this is meaningful as it has revealed its relationship with the impact of identity self-image congruity and self-monitoring on brand attitudes in fashion brands. These results offer meaningful guidance in determining brand slogans according to consumers' personal characteristics.

• 복식문화연구
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• 제21권3호
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• pp.338-347
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• 2013

In this study, it was explored a research model consisting of slogan attitude, brand familiarity, brand attitude, brand recall, and product category recall of retailers. Experimental research was conducted with 3,028 males and females in their 20's to 40's using stimuli of 10 slogan-brand sets from various types of retailers. In results, the research model developed based on the literature was confirmed and supported by data. In the model test, all hypotheses were supported. The effects of slogan attitude and brand familiarity on brand attitude were confirmed. Also, brand familiarity affected brand recall. Category recall was predicted by brand attitude and brand recall. As consumers have better attitude toward slogans, they tend to have better attitude toward the brand. As consumers are more familiar with the brand, they are likely to better recall brands when they are exposed to the slogan. As consumers have better attitude toward brand and better recall the brand, they tend to better recall the business category when they see the slogan. Study findings may help marketers to develop better strategies for slogan use by considering diverse variables related to consumer responses toward slogan attitudes.

• 대한가정학회지
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• 제30권3호
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• pp.33-43
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• 1992

The objective of this study were to (1) investigate the relationship between evaluations of apparel advertising, fashion involvement, and social attitudes, (2) examine how evaluation of apparel advertising, fashion involvement, and social attitudes vary according to gender, and (3) investigate the possible differences in purchase attitudes toward the advertised apparels according to gender and advertisement slogan. Questionnaire for evaluations of apparel advertising was comprised of four sections; apparel advertising acceptance, evaluation of advertisement slogan, purchase attitude toward the advertised apparels, and perception of effective media for apparel advertising. For evaluation of advertisement slogan, 5 sets of apparel advertisements were selected. Each set had two advertisements; one advertisement contained an image-oriented slogan, while the other had a quality-oriented slogan. "The Social Attitude Scale' by Kerlinger and 'Fashion Involvement Index' by Tigert, Ring & King were used. All the items were selected on the Cronbach's alpha reliability. The subjects were 217 college male and famale students in Seoul; 60 were asked about purchase attitude toward the image-oriented slogan, 60 purchase attitude toward the quality-oriented slogan, and 97 all the items included in evaluation of the two slogans. The data were analyzed using Pearson's correlation coefficient, X2-test, t-test, two-way ANOVA, and multiple regression analysis. The results of the study were the followings. 1. Fashion involvement had positive relationship with apparel advertising acceptance. The higher the level of conservative attitude males had, the more positive attitude they had in fashion involvement and apparel advertising acceptance. Subjects high in conservative attitude, fashion involvement, and apparel advertising acceptance. Subjects high in conservative attitude, fashion involvement, and apparel advertising acceptance had more positive in purchase of the advertised apparels. 2. Females high in apparel advertising acceptance were more favorable toward image-oriented advertisements. 3. Fashion involvement and apparel advertising acceptance were significantly higher in females than in males. Liberal attitude was significantly higher in males than in females. Evaluation of advertisement slogan did not differ according to gender. 4. Males perceived 'TV' was the most effective media for apparel advertising while females perceived 'display' was the most effective. 5. No significant interactions between advertisement slogan and gender were found in purchase attitude of the advertising apparels. 6. Apparel advertising acceptance was influenced by fashion involvement, social attitude, and sex. The explanatory power of the three variables was 17%.

• 경영과학
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• 제32권3호
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• pp.105-118
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• 2015

This study examines the relationship between city slogan modifiers and slogan attitudes from the perspective of residents in other cities. To examine this relationship, the study focuses on two important characteristics of slogan modifiers : the preference for a slogan modifier and the fit of a slogan modifier. To test the hypotheses, a 2 (low vs. high city knowledge)${\times}2$ (low vs. high slogan modifier preference)${\times}2$ (low vs. high slogan modifier fit) between-subjects factorial design was adopted. A total of 254 undergraduate students at the authors' college participated in the study. Their ages ranged from 19 and 30 (average = 22.3), and 58.3% of the participants were male. According to the results, the high-preference slogan modifier had a greater positive effect on slogan attitudes than the low-preference one. Similarly, the high-fit slogan modifier had a greater positive effect on slogan attitudes than the low-fit one. Also, it was shown that the fit of the slogan modifier had a greater effect on purchase intentions than the preference for the slogan modifier when city knowledge was high. However, contrary to expectations, when city knowledge was low, the standardized coefficient of the preference for the slogan modifier was not significantly different from that of its fit.

• 한국의류학회지
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• 제40권3호
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• pp.465-479
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• 2016

Some groups do ethical activities (such as ethical slogan t-shirt campaigns) only to complete the requirements for ethical duty; consequently, some people question the effectiveness of those products. The attributes of ethical slogan t-shirts should be considered seriously to reduce skepticism when planning a campaign. Researchers can also suggest a new purpose for ethical t-shirts using an ethical message. In study 1, we conduct a conjoint analysis that suggests realistic multi-attribute choice decisions. The suggested multi-attributes wear design aesthetic (high/low), price (high/low), where we donate (close/far), and the size of firm (big/small). In addition, participations were divided into two groups according to eco-friendly attitudes to confirm differences in choices between two groups. Study 1 showed that price is the most important attribute, but design aesthetic also remains important. In addition, a group that has a high eco-friendly attitude thought "where we donate" was more important than other groups. In study 2, a pre-post approach investigated wearers' attitude changes. We also divided participants into two groups and one group wear high level design aesthetic t-shirts (and vice-versa) to measure the attitude change difference. As a result of study 2, the wearers partially changed their eco-friendly attitudes. The group that wore high design aesthetic t-shirts showed a greater difference than other groups. Through this study, we conclude that customers seriously considered the design aesthetic. Finally, wearing ethical slogan t-shirts can change the attitudes of wearers.

• 복식문화연구
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• 제21권2호
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• pp.206-219
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• 2013

In this study, it is explored how fashion brand slogans are categorized by linguistic characteristics and which linguistic characteristic is effective to improve consumer responses. Only 28% out of 1,346 fashion brands that are investigated are using slogans. Sportswear and men's wear are two product categories more often adopting slogans. A total of 11,113 consumers participated in the experimental study to evaluate slogan characteristics (familiarity, understandability, newness, pleasure), slogan attitude, and brand recall of 30 slogan-brand sets that were categorized by Park's 10 linguistic characteristics. In findings, slogans generating positive attitudes toward slogans and a good rate of brand recall tend to have no brand name in slogan, be written in the second-person view, include a futuristic message, and have information weighted on specialties. Slogan typology suggested based on results may be used for the future research as a basic guideline for the research on fashion brand slogans.

• 한국콘텐츠학회논문지
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• 제13권8호
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• pp.101-108
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• 2013

슬로건은 정치행동부터 기업과 상품을 돋보이게 하는 광고의 영역에 이르기까지 널리 사용되는데, 이는 대중이나 고객에게 이미지를 좋게 하는 역할을 수행한다. 또한 대중이나 고객의 태도가 동요 적이고 미확정적일 때일수록 슬로건의 호소력은 크다. 21세기의 도래와 함께 학생이 소비자이자 고객이 되고 있는 대학은, 급변하고 있는 환경변화와 함께 대학의 브랜드가치와 인지도를 높여 강력한 파워브랜드로 자리매김할 수 있도록 획기적인 브랜드아이덴티티 전략을 수립하고 시행해야 할 시점이다. 대학의 심벌마크는 대학의 정체성과 연관성이 있고, 슬로건은 신선하고 호소력이 있어야 하며 브랜드 핵심가치를 잘 반영하고 있어야 한다. 본 연구에서는 시대적 변화나 라이프스타일에 따라 변하는 경영 전략 적 마케팅 프로그램으로서 개발되어야 할 대학 UI(University Identity)에서, 슬로건디자인의 시각요소들의 형태와 문장구성, 표기언어, 색상 등 심벌마크와 슬로건 조합의 이미지를 분석하고 슬로건과 심벌마크와의 디자인 상관관계를 연구하여 시너지 효과를 낼 수 있는 방안을 제안하고자 한다.

• 시큐리티연구
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• 제5호
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• pp.19-40
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• 2002

For front, aspect of terror may have to prepare indeed even chemical terror or rocket and small size missile and radioactivity terror because is predicted to become various. Furthermore, when see motion of every countries about nuclear engineerses' bringing round and illicit sale of plutonium, our country may have to prepare in terrorism which is expected thus. So that can finish international event successfully because the United States of America supports great manpower and budget since New York's World Trade Center terror and when see that is considering terror prevention countermeasure, we operate temporarily bursting tube state complete charge team such as terror by each field specialist such as a concern interested including special CBR complete charge moving team among 2002 World Cups soccer game period ahead of international event, must consider safety countermeasure. Specially, biology weapon of chemical weapon and cholera etc. 13 kinds of 5000ton that North Korea plans CBR terror society confusion that North Korea that to terror support nation as well as nuclear weapons development suspicion is defending South Korea communization strategy as real condition that is amplified as well as is saving production brand gets imprinted uses CBR terror at normal times, when see that is planing powerlessness communization unity using CBR weapon at time of war, must operate until bias 2002 World Cups international event finishes cooperation safety countermeasure utensil safely under closer talk between the South Korea ${\cdot}$ Japan ${\cdot}$ North Korea. As for us which must serve 2002 World Cup successfully to accomplish perfectly preparedness of CBR terror firstly, all inhabitants knows well CBR protection trick, and secondly, CBR existing formation that solidify realignment CBR complete charge moving team which of course is consisted of CBR specialist compose and keeping immediate going out attitude operating, by third, that expand CBR individual protection equipment and CBR evacuation equipment and establish individual and group protection attitude naturally, supplement as there is main room that actualize CBR pollution patient's slogan countermeasure by fourth, and develop standard model for CBR terror provision by fifthBecause constructing infra of CBR safety establishing CBR preparedness that utilize it, must minimize damage and contribute inhabitants' life and property protection.

• 한국학교보건학회지
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• 제3권1호
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• pp.48-58
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• 1990

본 조사는 인문계 여고생 2학년에게 연구자가 정규적으로 주 l시간 총 24시간에 걸쳐 성교육을 지침서에 의거, 실시하고 1학년과 교육을 주지 않은 2학년 여고생과 비교하여 성에 대한 지식 및 태도에 준 효과를 설문지를 배부 후 회수하여 본 결과는 다음과 같다. 대상은 경남지역 1개교 542명을 교육군으로, 1학년 164명 그리고 비교육군 2학년 972명을 대상으로 하였으며 설문기간은 1988년 12월 21일 부터 23일 까지 3일간 이었다. 대상 여학생의 70.8%는 부모와 성문제를 상담하지 않았으며. 98.5%가 성교육이 필요하다고 응답하였다. 적절한 성교육 시기로 전체의 56.0%가 중학교라고 응답했으며 성지식의 출처로 선생님으로부터가 교육군의 30.1%인데 비해 비교육군은 19.1%로 양군간 유의한 차를 보였다(P<0.01). 성에 관련된 인간의 해부 생리 및 2차 성징, 성병, 피임 및 임신 생리 등의 지식의 정도를 1학년의 평균치를 기준으로 보았을 때 교육군은 평균치 이상인 여고생이 100.0%이었고 비교육군에 비해 (54.3%, 76.3%, 75.1%) 유의하게 높은 비율이었다(P<0.01). 성에 대한 긍정적 태도, 혼전 성관계와 인공유산에 대한 바른태도 및 가족계획 슬로건에 대한 긍정적 태도는 교육군과 비교육군간 찬성유무 및 생각해 본 일이 없다는 무관심 유무에서 유의한 차를 나타냈다(P<0.05, P<0.01). 고등학교 시절의 이성교제, 이성교제에 대한 지식, 친구, 부모, 선생님과의 자유로운 대화에 대한 찬성율이 교육군과 비교육군간 유의한 차(P<0.05, P<0.01)가 있었으며 생각해 본 일이 없다는 항목은 비교육군이 교육군보다 유의하게 높았다.

• Journal of Hospice and Palliative Care
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• 제2권1호
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• pp.16-22
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• 1999

목적 : 현대는 의료의 결정단계에 있어서 환자들의 보다 적극적인 참여요구와 자신의 삶에 관한 모든 것을 조절하고 결정한다는 개인의 권리에 대한 주장이 강조되고 있다. 특히 말기 질환에 대해서는 다양한 윤리 문제들이 사회적 관심의 초점이 되고 있다. 이에 저자는 임종진료에 대한 대학생들의 태도와 의사 결정에 영향을 미치는 요인 등을 분석함으로서 말기환자 관리에 도움이 되고자 본 연구를 시행하였다. 방법 : 1997년 6월 소극적 안락사에 대한 찬반여부, 호스피스에 대한 인식도, 임종에 대한 견해 등을 대학생 450명을 대상으로 설문조사를 실시하였고 337명(74.9%)이 설문에 응했다. 결과 : 수동적 안락사를 찬성한 대학생은 213명(63.2%)이 찬성하였다. 종교가 없는 대학생에서 안락사 찬성률이 높았다(70.5% 대 56.9%, P<0.05). 호스피스를 정확히 이해하고 있었던 대학생은 48명(14.2%)에 불과했다. 호스피스를 알게된 경로로는 텔레비전 43%, 책 33.5%, 종교단체 12% 등의 순이었다. 임종장소로는 76.5%가 집을 선호했고, 임종시 배우자가 같이 있어주기를 원했으며(51.6%), 미지의 세계에 대한 두려움이 가장 컸다(41.5%). 결론 : 안락사에 관해서는 약 2/3가 찬성하였으며 호스피스에 대한 인식도는 낮았다. 죽음을 앞둔 말기환자가 남은 여생동안 인간으로서의 존엄성과 높은 삶의 질을 유지하면서 삶의 마지막 수간을 평안하게 맞이하도록 도와주는 호스피스에 대한 지속적이고 적극적인 홍보와 호스피스병원과 병상확보 등 조직적이고 체계적인 노력이 필요하다.