• 건강소식
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• v.19 no.9 s.202
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• pp.14-17
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• 1995

한때 장안의 화제였던 TV드라마 ‘모래시계’에서 멋있게 죽도를 휘두르던 어느 탤런트의 모습이 방영된 이후 ‘검도’는 세인들의 새로운 관심사가 되었다. 그래서 웬만한 검도관에는 검도를 배우려 몰려든 학생들로 북적대기도 했다. 무슨 유행처럼 시작되기는 했지만, ‘검도’는 육체적으로나 정신적으로 꽤 괜찮은 운동이다. 우선 남녀노소 누구나 할 수 있고, 조금 과격(?)한 듯 보이는 수련과정을 통해 신체기능을 원활히 해줄 뿐만 아니라, 상대방과의 대련을 통해 인내심, 정신집중력, 담력 등을 기를 수 있고 스트레스 해소에도 만점인 운동이 바로 ‘검도’인 것이다. 이처럼 꽤 가치 있고 유익한 운동인 ‘검도’에 관심 있는 분들을 위해 검도는 구체적으로 어떻게, 무엇을 배우는 것인지 서울의 한 검도관을 찾아가 알아보았다.

• Digital Contents
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• no.2 s.153
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• pp.64-69
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• 2006

TV드라마·영화·게임·애니메이션을 막론하고 큰 인기를 얻은 콘텐츠에는 반드시 그 이유가 있기 마련이다. 그런데 그 이유라는 것에서 언제나 빠질 수 없는 요소 중 하나가 바로 스토리텔링이다. 그러나 중요한 것은 흥행에 성공할 것이라고 믿었다가 의외의 실패를 겪은 작품들의 경우에도 바로 흥행작들의 코드나 스토리텔링을 가진 경우들이 대부분이라는 사실이다. 잘된 콘텐츠, 흥행에 성공한 콘텐츠들의 후속 작들 중에는 흥행 코드를 잘 읽어 성공한 경우들만큼이나 실패한 경우들도 있다는 점을 아는 것이 진정한 스토리텔링의 기술을 익히는 길이다.

• KIISE Transactions on Computing Practices
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• v.22 no.11
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• pp.619-624
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• 2016

Social-aware video displays not only the relationships between characters but also diverse information on topics such as economics, politics and culture as a story unfolds. Particularly, the speaking habits and behavioral patterns of people in different situations are very important for the analysis of social relationships. However, when dealing with this dynamic multi-modal data, it is difficult for a computer to analyze the drama data effectively. To solve this problem, previous studies employed the deep concept hierarchy (DCH) model to automatically construct and analyze social networks in a TV drama. Nevertheless, since location knowledge was not included, they can only analyze the social network as a whole in stories. In this research, we include location knowledge and analyze the social relations in different locations. We adopt data from approximately 4400 minutes of a TV drama Friends as our dataset. We process face recognition on the characters by using a convolutional- recursive neural networks model and utilize a bag of features model to classify scenes. Then, in different scenes, we establish the social network between the characters by using a deep concept hierarchy model and analyze the change in the social network while the stories unfold.

• Journal of the Korean Society of Costume
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• v.52 no.4
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• pp.141-154
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• 2002

The purpose of this study was to define 'sponsorship' as a kind of advertising tool, and to describe its effects on consumer brand attitude and actual purchase behavior. From previous research results, clothing sponsorship was defined as 'indirect advertisement', which has common ad traits as well as the uncommon ad traits, such as indirectness, emotional affinity, and symbolism. Results from empirical research using 1,227 data collected in Seoul and Kyounggi Areas were as follows ; (1) Television drama clothing sponsorship was proved to have effects on brand image, emotional & rational brand attitudes, decision making process, and actual purchase behavior. (2) Each of drama clothing sponsorship factors, such as 'drama', 'role', and 'actress', had different effects on brand memory and attitudes. (3) Consumer decision making process initiated by drama clothing sponsorship followed two different processes, which were called 'rational' and 'heuristic'. The rational process followed every steps of EKB model, which explained consumer's rational shopping, but heuristic model was closer to emotional and impulsive shopping.

• Fashion & Textile Research Journal
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• v.10 no.3
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• pp.281-288
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• 2008

The purpose of this study was to investigate how clothing interest, fashion involvement, and self-consciousness affect brand recall, brand attitude and buying intension of the product placed on TV drama. The data were collected using a self-administered and structured questionnaire on subject of 270 middle school students and 260 high school students in Pusan. Frequency analysis, $X^2$-test, t-test, and multiple regression were used to conduct the data analysis on 524 out of 530 questionnaires. Clothing interest and the level of self-consciousness had significant influence on brand recall and emotional brand attitude of the product placed on TV drama. Self-consciousness affected cognitional brand attitude. Moreover, TV drama clothing interest and fashion involvement had a significant influence on buying intension. Therefore, TV drama clothing interest was the main factor which affected brand recall, brand attitude and buying intension of the product placed on TV drama.

• Human Ecology Research
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• v.53 no.4
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• pp.341-350
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• 2015

This study explored the determinant variables influence of Chinese consumers' purchase intention towards products featured in Korean TV dramas vis-$\grave{a}$-vis product placement (PPL). We invited 248 Chinese adult consumers who had watched Korean TV dramas in last twelve months to participate in this survey. Data analyses were conducted by Cronbach's ${\alpha}$ reliability test, confirmatory factor analysis, t -test, analysis of variance and hierarchical multiple regression with SPSS ver. 21.0 and AMOS ver. 21.0. We chose PPL effects, product quality perceptions, and product trust as main independent variables. The empirical analysis results demonstrate that female (versus male) and frequency of (or longer time) watching dramas resulted in higher perceived consumer PPL effects, product quality, trust and purchase intention. The positive effects of the product quality and product trust on purchase intentions were confirmed. There are additional mediation effects of product quality perceptions and trust on the relationship between consumer demographic characteristics (gender), TV drama watching conditions (frequency and time) and purchase intention. This research can help Korean corporations produce effective advertising by indicating how PPL affects Chinese consumer consumption behavior. The results are useful for the Chinese government and consumer organizations to improve the domestic consumption environment by developing effective TV drama PPL policies.

• Fashion & Textile Research Journal
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• v.9 no.2
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• pp.221-228
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• 2007

The purpose of this study was to investigate PPL(product placement) effect of apparel sponsorship in TV drama to adolescent female students. PPL effect was investigated in terms of brand recall, brand attitude, and purchase intention. The data were collected using a self-administered and structured questionnaire. Respondents were consisted of 270 middle school girls and 260 high school girls in Pusan. Cronbach's alpha, T-Test, frequency, and ANOVA test were used to conduct the data analysis on 524 out of 530 questionnaires. The result showed no difference in PPL effect between middle school students and high school students. Students shopping with friends or relatives showed higher brand attitude or purchase intention than ones shopping alone. The students watching 1-2 hours showed significantly higher brand recall, cognitive brand attitude, emotional brand attitude and purchase intention than other students watching TV drama longer. Implications for results and marketing strategies for PPL targeting adolescent students were discussed.

• The Research Journal of the Costume Culture
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• v.6 no.4
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• pp.62-73
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• 1998

This study focuses on semiotic significance of clothing, showed in visual mass media. This study will look into what general public understand from clothing and what influence clothing on visual mass media exert on fashion. This study employs an example, "Aein(sweetheart)", which was televised from 09/02/1996 till 10/23/1996. Some specialists(master′s degree or doctoral degree holders, or professors) of Clothing and Textile picked and analyzed scenes with specific clothing. The theoretical grounds of the analysis are 1) in what procession the significance operate from the view of mythological symbols by Bart, 2) what influences clothing on TV dramas exert on fashion. The outcomes of the study are followings: First, clothing′s signifying proces hs two dimensions; linguistic dimension and mythological dimension. Linguistic dimension which is regarded as general and unvariable and is related to the reproductive signifying operation, contributes to the creation of the characters including the characters′ social activities, professions, social or economic position. Mythological dimension which is related to the cultural and implicative signifying operation, played an important role in the development of the drama. Thus, it operates to create and deliver images including that atmosphere of he drama and the development of the story. Second, the TV media which is characterized with the form of centralized transmission and individual reception and the ability tro readily lead the fashion, has huge influence upon the fashion by properly creating mythological or linguistic dimension of the clothing in the drama, arousing the public′s sympathy, and stimulating the public′ immitation or conformity mentality.

• Culinary science and hospitality research
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• v.21 no.4
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• pp.309-324
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• 2015

The foodservice industry is applying new marketing strategies, and advertisements are the best way to convey their distinctive brand images. The foodservice companies have been choosing a type of advertising called Product Placement(PPL) because it is unconsciously shown more often than other types of advertisements while customers are watching a movie or TV drama. Therefore, the aims of this research were to investigate the influence of the customers' perception of PPL inserted into TV dramas on brand image and purchasing intention. Additionally, present study performed to identify the differences between Korean and Chinese customers. For the survey, the study used both offline and online sampling methods, and the analyzed data was from 150 Korean and 150 Chinese respondents. As results, the more respondents were positive and familiar about PPL, the higher the brand image and purchasing intention. Chinese consumers had positive perception of PPL, which positively influenced the brand image and purchasing intention while Korean consumers' ethical awareness about PPL had a negative influence. Therefore, the Korean foodservice industry needs to differentiate the strategies for the PPL marketing between the Korean and Chinese market.

• The Research Journal of the Costume Culture
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• v.25 no.1
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• pp.32-47
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• 2017

As the popularity of Korean drama and celebrities in China, Korean fashion is becoming increasingly popular in the Chinese market. Although the effect of Korean drama on Chinse consumers' attitudes toward Korean products are known, little research has been conducted to understand the mechanisms underlying the impact of Korean drama on the development of consumer attitudes. Thus, this study examines how Chinese consumers' exposure to Korean dramas has influenced their attitudes towards Korean fashion products. Applying the similarity-attraction theory, the study explores the roles Chinese consumers' perceived similarities in appearance and values with Korean characters in TV dramas plays in the process of attitude development. Data was collected via an online survey and the responses of 317 Chinese consumers in their twenties were used for data analysis. The results of structural equation modeling show that exposure to Korean dramas has a direct impact on Chinese consumers' perceived appearance similarity, perceived value similarity, image of Korean people, and attitudes toward Korean fashion products-results that support the theory of mere exposure. In addition, the analysis demonstrates that perceived appearance similarity positively influences the image of Koreans among Chinese people, which, in turn, influences attitudes toward Korean fashion products, supporting the similarity-attraction theory. However, the effect of perceived value similarity on attitude toward Korean fashion products was not significant. The study concludes by describing its practical implications for the Korean fashion industry and presenting ideas for future research.