• Journal of Distribution Science
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• v.10 no.4
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• pp.47-53
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• 2012

Businesses make use of advertising strategy using models to give consumers efficient product information. Modern advertisements often make use of models for greater reminiscence to create messages and remind viewers of the product. The purpose of this study was to examine the characteristics of each type of model. The subjects were 230 college students in their twenties or older, and the material was collected from October 20, 2011 to November 5, 2011 to examine the effects of model characteristics on buying intention as well as attitude toward a brand. A questionnaire survey was used; investigators gave one copy to each interviewee. The study investigated the characteristics of each model using a questionnaire of each 40 copies with five kinds of photographs. The characteristics of models had great influence on buying intention and attitude toward the brand: First, factor 2 (being honest and virtuous and having good credit and a good press assessment) and factor 3 (being interesting and a good communicator and creating good memories) had great influence on buying intention. Factor 2 was explained by reliability, and factor 3 by the efficiency of the model in creating a feeling. Second, factors 1 (being attractive, smart, unique, friendly, loved by others, and popular), 2, and 3 influenced attitude toward brand. Factor 1 encapsulated the outgoing characteristics of a model, factor 2 was based on reliability, and factor 3 was based on the efficiency of the model in creating a feeling. The model's positive effects on buying intention and attitudes toward brand shall be examined. For their positive influence on buying intention, reliability and efficiency shall be given attention. For their positive influence on attitude toward brand, creating a good impression, having outgoing characteristics, being reliable, and efficiency shall be given attention. The findings were as follows: Model characteristics influencing buying intention were similar to those influencing attitude toward brand. The differences were as follows. First, reliability and efficiency influenced buying intention. When customers were asked to consider the influence on buying intention of an advertisement, regardless of the strength of the buying intention, they considered these two characteristics. Customers decided to buy based not only on the credibility of the product as presented in the advertisement but also the transmission of the contents of the advertisement. Second, outgoing characteristics, reliability, and efficiency influenced attitude toward a brand. The attitude toward a brand was said to be the attitude toward the business. The attitude is produced even after buying, so businesses view it as very important. The attitude might vary depending upon the model used rather than the brand. Therefore, a model with outgoing characteristics was thought to be important. Therefore, attitude toward a brand whose model influenced buying intention as well as attitude toward brand had outgoing characteristics. The result is that an image the model was related to attitude toward the brand. As such, customers would buy the goods advertised. However, an outgoing image of a model was also important to create a positive attitude toward a business brand. For instance, talent Park Gyeong-Rim's photo was used to promote cosmetics about 10 years ago. When she worked as a model of cosmetics products, she had to make compensation for losses and damages because she made a mistake on a talk show program. At that time, customers who had bought the cosmetics product asked for refunds of several billion won. As such, models who are said to be the face of the businesses they represent can play an important role. To advertise in the most attractive and effective way, the current image of a model should be investigated by examining current activities and news articles after selecting the model, and the model's efficiency and attitude toward the brand should be examined. Factors that stimulate customers' buying decisions can be used to plan advertisement that have positive influence on a brand. This study had the limitation of investigating mainly college students and there were insufficient copies of the questionnaire. The investigation was not done widely but in detail so that a concrete investigation could not be done. Further studies shall supplement these shortcomings and discuss new directions.

• Journal of Korean Society of Forest Science
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• v.98 no.1
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• pp.66-81
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• 2009

From a new perspective of "humans and the culture of forming and conserving the environment", the sustainable forest management can be reformulated under the concept of "cultural sustainability". Cultural sustainability is based on the emphasis of the high contribution to sustainability of the culture of forming and conserving the environment. This study extracts the implications to cultural sustainability for the modern world by investigating a historical case of the culturo-social pine forestry in the Joseon period of Korea. In the legendary and recorded acts by the first king Taejo, Seonggye Yi, Korean red pine (Pinus densiflora) was the "Royal tree" of Joseon and also the "Sajik tree" related intimately with the Great Sajik Ritual valued as the top rank within the national ritual regime that sustained the Royal Virtue Politics in Confucian political ideology. Into the Neo-Confucian faith and royal rituals of Joseon, elements of geomancy (Feng shui), folk religion, and Buddhism had been amalgamated. The deities worshipped or revered at the Sajik shrine were Earth-god (Sa) and crop-god (Jik). And it is the Earth god and the concrete entity, Sajik tree, that contains the legacy of sylvan religion descended from the ancient times and had been incorporated into the Confucian faith and ritual regime. Korean red pine as the Royal-Sajik tree played a critical role of sustaining the religio-political justification for the rule of the Joseon's Royalty. The religio-political symbolism of Korean red pine was represented in diverse ways. The same pine was used as the timber material of shrine buildings established for the national rituals under Neo-Confucian faith by the royal court of Joseon kingdom before the modern Korea. The symbolic role of pine had also been expressed in the forms of royal tomb forests, the Imposition Forest (Bongsan) for royal coffin timber (Whangjangmok), and the creation, protection, conservation and bureaucratic management of the pine forests in the Inner-four and Outer-four mountains for the capital fortress at Seoul, where the king and his family inhabit. The religio-political management system of pine forests parallels well with the kingdom's economic forest management system, called "Pine Policy", with an array of pine cultivation forests and Prohibition Forests (Geumsan) in the earlier period, and that of Imposition Forests in the later period. The royal pine culture with the economic forest management system had influenced on the public consciousness and the common people seem to have coined Malrimgat, a pure Korean word that is interchangeable with the Chinesecharacter words of prohibition-cultivation land or forest (禁養地, 禁養林) practiced in the royal tomb forests, and Prohibition and Imposition Forests, which contained prohibition landmarks (Geumpyo) made of stone and rock on the boundaries. A culturo-social forestry, in which Sajik altar, royal tomb forests, Whangjang pine Prohibition and Imposition forests and the capital Inner-four and Outer-four mountain forests consist, was being put into practice in Joseon. In Joseon dynastry, the Neo-Confucian faith and royal rituals with geomancy, folk religion, and Buddhism incorporated has also played a critical humanistic role for the culturo-social pine forestry, the one higher in values than that of the economic pine forestry. The implications have been extracted from the historical case study on the Royal-Sajik tree and culturo-social forestry of Joseon : Cultural sustainability, in which the interaction between humans and environment maintains a long-term culturo-natural equilibrium or balance for many generations, emphasizes the importance that the modern humans who form and conserve environment need to rediscover and transform their culturo-natural legacy into conservation for many generations and produce knowledge of sustainability science, the transdisciplinary knowledge for the interaction between environment and humans, which fulfills the cultural, social and spiritual needs.

• Journal of The Korean Society of Grassland and Forage Science
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• v.4 no.1
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• pp.41-60
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• 1983

Experiments were conducted to study the effect of stage of maturity at harvest on the quality of silage. Herbage samples taken from the barley plant, rye plant, wheat plant, oat plant, Orchardgrass, Italian ryegrass, a mixed grass sward of Orchardgrass and Italian ryegrass and corn plant at different stages of maturity and ensiled in order to evaluate the effect of maturity on the chemical composition and feeding value as well as digestibility using sheep. Forage material were ensiled in small concrete silo. 1. The dry matter yield per 10a increased with advancing the maturity. Yield of brarley plant was 404, 635 and 900 kg at heading, milk and milk dough stage, respectively. Rye plant yield was 279, 589, 708, 10,000, 1,265, 1,376 and 1,492 kg at booting, before heading, early heading, late heading, early flowering, late flowering and after flowering stage, respectively. Italian ryegrass yield was 355, 613, 844 and 1,109 kg at vegetative, booting, heading and flowering, respectively. Orchardgrass/Italian ryegrass production was 477, 696, 891 and 1,027 kg at before was 458, 1,252, 1,534, 1,986 and 2,053 kg at tassel, early milk, yellow ripe and ripe stage, respectively. 2. Dry matter content increased with advancing maturity, but crude protein declined markedly. The NFE content decreased with advancing maturity of all the herbages except corn plant where NFE content increased, but corn plant increased. The content of crude fiber increased with advancing maturity except corn plant. The content of crude ash decreased with advancing maturity. In the rye plant, the content of neutral detergent fiber (NDF), acid detergent fiber (ADF) and cellulose increased with advancing maturity. 3. In vitro dry matter digestibilities of the rye plant was 53.6, 54.1, 50.7, 47.1, 44.9, 40.1 and 38.9% booting, before hcading, early heading, late heading, early flowering, late flowering and after flowering stage, respectively. The regression equation was $Y=56.22-0.74X+0.009X^2$ (X=cutting date from the first cut, Y=dry matter digestibilities). 4. In vitro digestible dry matter yield (kg/10a) of rye plant increased with advancing maturity, but declined from the flowering stage. The regression equation was $Y=168.88+26.09X-0.41X^2$ (X=cutting date from the first cut). 5. In vitro digestibility of dry matter in the corn plant was 69.2, 71.5, 69.8 and 69.9% at tassel, early milk, milk and yellow ripe stage, respectively. 6. The digestibility of crude protein and crude fiber of all plants decreased with advancing matuity, but NFE of the barley and corn generally increased. 7. The TDN contents on the dry matter basis decreased, but those of barley and corn silage were not different. TDN content of barley was 57.8, 57.1 and 57.9% at heading, milk and milk dough stage, respectively. That of rye silage was 50.0, 27.2 and 43.7% at early flowering, after flowering and milk stage, respectively. Italian ryegrass silage was 67.9, 63.7, and 54.9% at before heading, early heading and after heading, respectively. In case of Orchardgrass silage the TDN was 54.8, 52.9 and 46.1% at after heading, after flowering and milk, respectively. Corn shows TDN value of 59.5, 62.8 and 61.6% at milk, yellow ripe and ripe, respectively. 8. The pH value increased slightly by advancing maturity. 9. the content of organic acid decreased by advancing maturity and also increasing the DM content.