• 제목/요약/키워드: dissimilarity

검색결과 269건 처리시간 0.027초

The Structure of Vegetation in Chamaecyparis obtusa Plantations (편백인공림(人工林)의 식생구조(植生構造)에 관(關)한 연구(硏究))

  • Goo, Gwan Hyo;Lee, Kang Young
    • Journal of Korean Society of Forest Science
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    • 제80권4호
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    • pp.393-407
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    • 1991
  • The vegetation structure within Chamaecyparis obtusa plantation was analyzed for the purpose of applying the effective forestation method for Chmaecyparis obtusa plantation, tending and regeneration in the southern districts of korea. The results were as follows ; 1. The importance percentage was high in the order of Eurya japonica, Rhus verniciflua, Chamaecyparis obtusa, Lindera erythrocarpa, Carpinus laxiflora, Styrax japonica, Viburnum dilatatum, Zanthoxylum piperitum and Smilax china among the vegetation of Chamaecyparis obtusa. Importance percentage of natural seedling of Chamaecyparis obtusa was high in lower story but gradually decreased in middle story. 2. The basal area of upper trees had a negative correlation with the density of natural seedlings in the middle and lower story, and it represents that the basal area of upper trees had some effect on the density of natural seedlings within understories. 3. The rate of the A and B class by Raunkiaer's frequency was higher in the vegetation of middle story than that of lower story. 4. By Morisita's index, the species of Chamaecyparis obtusa, Rhus verniciflua, Lindera erythrocarpa, Smilax china. Callicarpa japonica and Lindera obtusiloba were randomly distributed at lower story, but they were aggregatively distributed at middle story. At all of middle and lower story, Eurya japonica and Viburum dilatatum were randomly distributed, and Carpinus laxiflora, Zanthoxylum piperitum and Picrasma quassioides were aggregatively distributed. 5. The number of appearance species and the value of species diversity in western survey area were more than that of eastern survey area. 6. The value of species diversity at lower story was higher than that of middle story, and it represents that the number of individuals of appearance species was composed more even at lover story than middle story. 7. According to cluster analysis by similarity index, the survey areas were separated from inland and seacoast districts. 8. Judging from each stories ordination analysis by dissimilarity index, the vegetation was separated from lower and middle story, and the vegetation of lower story was more progressed succession stage than that of middle story. 9. In Chamaecyparis obtusa stands, Eurya japonica had a positive correlation with Sorbus alnifolia, Hex macropoda. Ficus erecta and Trachelospermum asiaticum, but it had a negative correlation with Zanthoxylum piperitum, Carpinus laxiflora and Parthenocissus tricuspidata. 10. In estimation of the productivity of Chamaecyparis obtusa stands, the value of SC (Conic surface) and VP (Parabolic volume) for upper trees was 94.5% and 99.63%, respectively and SC and VP of middle story was 5.49% and 0.37%, respectively. In the species of middle story, material productivity was high in order of Eurya japonica. Lindera eryhrocarpa, Rhus verniciflua. Carpinus laxiflora and Styrax japonica.

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Effects of Acid Mine Drainage from Abandoned Coal Mines on Benthic Macroinvertebrate Communities in the Upper Reaches of the Nakdong River (낙동강 상류 폐탄광의 산성광산배수가 저서성 대형무척추동물 군집에 미치는 영향)

  • Lee, Hwang-Goo;Jung, Sang-Woo;Kim, Dong-Gun;Bae, Yeon-Jae
    • Korean Journal of Ecology and Environment
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    • 제45권1호
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    • pp.72-81
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    • 2012
  • We investigated the effects of acid mine drainage (AMD) from abandoned coal mines on benthic macroinvertebrate communities in the upper reaches of the Nakdong River from May to October in 2009. Qualitative and quantitative sampling (Surber sampler: $50{\times}50$ cm; mesh size, 0.2 mm) was conducted at 7 study sites and 3 control sites in the study area. We thus sampled 117 species belonging to 53 families, 15 orders, 6 classes, and 5 phyla; the Ephemeroptera, Plecoptera, and Trichoptera group (EPT-group) represented the majority of the benthic macroinvertebrate community (71 species; 64.5%). In the quantitative sampling, a total of 11,575 individuals belonging to 58 species of benthic maroinvertebrates were sampled from the study sites (Sites 1-7), whereas 2,844 individuals belonging to 79 species were sampled from the control sites (Sites A-C). Tolerant species such as oligochaetes, $Epeorus$ $pellucidus$, $Baetis$ $fuscatus$, Hydropsychidae species, and Chironomidae species were predominant in the study sites. The community indices for the study sites, such as MacNaughton's dominance index (DI) (mean${\pm}$SD, $0.52{\pm}0.21$; range, 0.33-0.85) and the Shannon diversity index ($H^{\prime}$) ($2.06{\pm}0.60$; 1.06-2.57), were different from those for the control sites (DI: $0.29{\pm}0.07$, 0.22-0.35; $H^{\prime}$: $3.13{\pm}0.14$; 3.03-3.30). In the study sites, shredders and scrapers were scarce, whereas gathering-collectors (mainly Chironomidae species) were relatively abundant, as were clingers and burrowers. The detrended correspondence analysis (DCA) and similarity analyses showed that benthic macroinvertebrate communities in the study sites were clearly separated from those of the control sites, with the greatest dissimilarity being noted at the uppermost study site (Site 1), which is located close to an abandoned coal mine. The Korean saprobic index (KSI) and the ecological score using benthic macroinvertebrates (ESB) showed that the uppermost study site (Site 1) was ${\alpha}$-mesosaprobic or heavily polluted, whereas other study sites were in a fair or relatively good condition.

Difference in Electrophoretic Phenotypes of rice Cultivars Selected to Bensulfuron (Bensulfuron에 대(對)한 내성(耐性) 및 감수성(感受性) 수도품종(水稻品種)의 전기영동(電氣泳動) 표현형(表現型) 차이(差異))

  • Kuk, Y.I.;Guh, J.O.;Kim, Y.J.;Lee, D.J.
    • Korean Journal of Weed Science
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    • 제8권3호
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    • pp.250-257
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    • 1988
  • The study was intended to know any relations between the rice tolerance to bensulfuron and varietal speciation in seed protein composition or any enzymatical allelies with or without chemical treatment. Rice varieties used were UCP-28, Chinsurah Boro II, Fukunohama, Fadehpur-2, IR 14252-13-2-2-5 as the tolerant group, and HP 93(3) FA, HP94(9) FA, Padilabou Alumbis, KH-17854, and IR 1846-2841-1 as the susceptible, respectively. Electrophoretic methods used were SDS-PAGE for seed protein, 7% PAGE for isozymes (acid phosphatase, peroxidase, malate dehydrogenase, and esterase from rice seedling) and variation in isoenzyme profiles (malate dehydrogenase, peroxidase, and esterase) as affected by different concentrations of bensulfuron(0, $10^{-6}$, $10^{-5}$ and $3{\times}10^{-5}M$) was also studied. The results are summarized as follows. -Among 16 bands separated in seed proteins, two different rice groups selected in terms of tolerance to bensulfuron were clustered in dissimilarity, which was based on relatively larger area in whole peaks and higher activities in N, O, P bands for the tolerant group. -Among isozymes obtained from rice seedlings without chemical treatments, the following specificities were obtained. The tolerant varieties had the relatively higher activity in D band out of 4 peroxidase bands. Malate dehydrogenase was separated into 3 bands and only tolerant varieties had A band and higher activities in Band C bands. Esterase was separated into 3-4 bands with higher activities in A and B bands for tolerant varieties. There were one major band accompanied by 2-3 minor bands for acid phosphatase in which only tolerant varieties had the B band. -The effect of Bensulfuron concentration on the isozyme activities showed that the activity of C band in peroxidase was not present in tolerant varieties which was contrary to the increased activities in susceptible varieties. However, D band was gradually disappeared only in susceptible varieties as the concentration of bensulfuron was increased. For malate dehydrogenase in the susceptible varieties, major bands D, E and F kept consistantly higher activities while minor bands A, B and C disappeared sensitively. Among 5 bands of esterase separated, D band was present only in the tolerant varieties while E band only in the susceptible. The activities in A, C, E bands were sharply decreased in the susceptible varieties as the concentration of bensulfuron was increased.

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The Analysis of Productivity of Oak Stand following to Site Quality and Crown Class (I) (입지(立地)와 수형급(樹型級)에 따른 참나무임분(林分)의 생산력(生産力) 분석(分析) (I))

  • Kim, Chi Moon;Kwon, Ki Won;Song, Ho Kyong;Moon, Heung Kyu;Park, Hong Joon
    • Korean Journal of Agricultural Science
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    • 제10권1호
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    • pp.9-21
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    • 1983
  • The structures of oak stands were studied in relation to their productivity. Three plots classified by the site quality following to altitude, were selected on the oak stand located at Naryongri Eunsanmyun Buyeogun. The site qualities of the stand studied were generally estimated to be moderate in respect to some soil physical and chemical properties. Quercus variabilis was dominant species in the vegetation composition of the stand studied. The crown densities of the stand were varied from 65.4% in plot I to 78.2% in plot III and the parts, occupied with oak trees, ranged from 44.4% in plot I to 65.9% in plot III in the density. In the contrast to crown density, the growing stocks of oak trees ranged from $3.937m^3$ in plot I (73.4% of plot total) to $2.075m^3$ in plot III (84.3% of plot total). The occupied ratios, measured by crown class, exhibited dissimilarity between crown projection area and volume, and also the ratios brought into different patterns by plot. Highly significant correlations were proved between crown projection areas and volumes of individual oak trees by plot, but not proved in the relations by crown class. The cumulative growth, current annual increment and mean annual increment displayed various patterns by plot and by crown class in the heights, D. B. H. s and volumes of oak trees. The maximum values of current annual increment of height were generally recorded in 10 to 20 years, earlier than those of D. B. H. The mean annual increment of height, D. B. H. and volume maintained similar levels after about 10 years and fluctuated irregularly. The crown projection area and volume following to thinning decreased in the order of the thinning methods of grade A < grade B < crown thinning$90m^3/ha$ in about 40 years in the productivity of volume of the oak stand studied.

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Changes of Weed Populations Affected by Herbicide Treatment in Apple Fields (제초제(除草劑) 처리(處理)에 의(依)한 과수원(果樹園) 잡초군락(雜草群落)의 변화(変化))

  • Kim, Kil Ung;Shin, Dong Hyun;Cho, Young Woo
    • Current Research on Agriculture and Life Sciences
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    • 제2권
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    • pp.34-41
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    • 1984
  • This study was conducted to investigate yearly changes of weeds occurring in orchard and to evaluate an effect of continuous herbicide application on weed population in apple fields. Digitaria sanguinalis, Cephalonoplos segetum, Calystegia hederacea, Polygonum aviculare, Echinochloa crus-galli, and Portulaca oleracea were observed to be the problem weeds in orchard with yearly similar species for a three-year, showing D. sanguinalis was single dominant species for a three-year experimental period. An increase of Simpson's index from 0.22 in the first year to 0.33 in the 3 rd year was observed in the oxyfluorfen treated plot, indicating that most of the weed species were well controlled, while in the untreated plot, D. sanguinalis was relatively single dominant species showing Simpson's index, 0.56 in the 1st year and decreased to 0.32 in the 3 rd year meaning diversification of weed species, and the same trend was also observed in community dominance. Dissimilarity coefficient, 41.6, observed in the weed populations of 1st year and 2nd year, increased up to 58.8 between 1st year and 3 rd year's weed populations in the oxyfluorfen treated plot, indicating that weed community was greatly affected by oxyfluorfen treatment. Based on 3 year's dry weight oxyfluorfen treatment controlled 95 % of weeds such as $149.3g/m^2$ dry weight in the untreated control plot, with a little yearly changes of dry weight. Composition of perennial and biennial weeds was about 59% in the herbicide treated plots and 30% in the untreated control, showing a relative increase of these weeds in the treated plot. However, total dry weight of these weeds was markedly low, showing less than 5% of the untreated one. An annual, D. sanguinalis composed of 70% of total dry weight in the untreated control.

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A Comparative Study on Daesoon (大巡) Thought and Dangun (檀君) Thought: Focused on the Analysis of Narrative Structure and Motifs (대순사상과 단군사상 비교연구 - 서사구조와 모티프 분석을 중심으로 -)

  • Cha, Seon-keun
    • Journal of the Daesoon Academy of Sciences
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    • 제31집
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    • pp.199-235
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    • 2018
  • Most of the new religions derived from Jeungsan have claimed that Jeungsan's religious thought reproduced Dangun [檀君] Thought in its original form. However, Daesoon Jinrihoe is the only religious order out of the many new religions within the Jeungsan lineage, which has constantly kept its distance from Dangun Thought since 1909 during the earliest period of proto-Daesoon Jinrihoe. Even a mere trace of Dangun cannot be found in the subject of faith or the doctrinal system of Daesoon Jinrihoe. In this context, this study aims to examine possible connections between Daesoon Thought and Dangun Thought in order to determine why other Jeungsanist religions frequently exhibit Dangunist features. Specifically, a major part of this study will be devoted to comparing and analyzing the narrative structure of Daesoon Thought and Dangun Thought as well as their respective motifs. In fact, Jeungsan does not seem to have ever mentioned Dangun in his recorded teachings, therefore, after his passing into the Heaven, most of the religious orders including Daesoon Jinrihoe derived from him did not pay any attention to Dangun Thought for almost for 40 years. These orders did not originally perceive Dangun as an object of belief. After Korea's liberation, Dangun became widely accepted as a pivotal role among the Korean people. As Dangun-nationalism claimed to unify Koreans as one great Korean ethnic society, the religious orders of Jeungsan lineage also climbed aboard this creed and their faiths or doctrines were acculturated to reflect this change. The reason for this has been attributed to following modern trends to increase success in propagation. In the meantime, Daesoon Jinrihoe was the only order that did not accept Dangun-nationalism because it was not a teaching given by the order's founder. And the two systems of thought have more dissimilarity than parallelism in terms of philosophical ideology. These seem to be the main reasons why Daesoon Jinrihoe did not adopt Dangun into its doctrine or belief system.

Distribution of Larval Fishes off the East Sea, Korea (동해 근해에 출현하는 어류 자치어 분포 특성)

  • Choi, Hee Chan;Jung, Hae Kun;Cho, Jeong Hyun;Youn, Seok Hyun;Oh, Hyun Ju
    • Korean Journal of Ichthyology
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    • 제34권3호
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    • pp.186-200
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    • 2022
  • In order to understand the species composition and distribution characteristics of larval assemblages in the East Sea, Korea, larvae were collected at 13 stations every other month from February to December 2018. Fish larvae were identified through DNA barcoding along with morphological methods, and as the result, a total of 104 taxonomic groups appeared during the survey. Among these, Engraulis japonicus, which accounted for 76.2% of the total population, was the most dominant species, followed by Maurolicus japonicus, which accounted for 15.0%. In addition, Ammodytes personatus, Champsodon snyderi, Scomber japonicus and Echelus uropterus appeared more frequently than other taxa. The above six species accounted for 93.2% of the total catch. The number of taxa and the amount of larvae collected in the survey area were higher during the high water temperature periods (June to October) than during the low water temperature periods (February, April and December). Analysis of similarity (ANOSIM) showed a statistically significant difference in monthly larval assemblages. The results of the canonical correspondence analysis (CCA) show that the distributions of larval community were mainly affected by sea surface temperature during low water temperature periods, and various environmental factors such as salinity, dry weight of zooplankton, and the concentrations of nutrients during high water temperature periods.

Ecological Changes of Insect-damaged Pinus densiflora Stands in the Southern Temperate Forest Zone of Korea (I) (솔잎혹파리 피해적송림(被害赤松林)의 생태학적(生態学的) 연구(研究) (I))

  • Yim, Kyong Bin;Lee, Kyong Jae;Kim, Yong Shik
    • Journal of Korean Society of Forest Science
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    • 제52권1호
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    • pp.58-71
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    • 1981
  • Thecodiplosis japonesis is sweeping the Pinus densiflora forests from south-west to north-east direction, destroying almost all the aged large trees as well as even the young ones. The front line of infestation is moving slowly but ceaselessly norhwards as a long bottle front. Estimation is that more than 40 percent of the area of P. densiflora forest has been damaged already, however some individuals could escapes from the damage and contribute to restore the site to the previous vegetation composition. When the stands were attacked by this insect, the drastic openings of the upper story of tree canopy formed by exclusively P. densiflora are usually resulted and some environmental factors such as light, temperature, litter accumulation, soil moisture and offers were naturally modified. With these changes after insect invasion, as the time passes, phytosociologic changes of the vegetation are gradually proceeding. If we select the forest according to four categories concerning the history of the insect outbreak, namely, non-attacked (healthy forest), recently damaged (the outbreak occured about 1-2 years ago), severely damaged (occured 5-6 years ago), damage prolonged (occured 10 years ago) and restored (occured about 20 years ago), any directional changes of vegetation composition could be traced these in line with four progressive stages. To elucidate these changes, three survey districts; (1) "Gongju" where the damage was severe and it was outbroken in 1977, (2) "Buyeo" where damage prolonged and (3) "Gochang" as restored, were set, (See Tab. 1). All these were located in the south temperate forest zone which was delimited mainly due to the temporature factor and generally accepted without any opposition at present. In view of temperature, the amount and distribution of precipitation and various soil factor, the overall homogeneity of environmental conditions between survey districts might be accepted. However this did not mean that small changes of edaphic and topographic conditions and microclimates can induce any alteration of vegetation patterns. Again four survey plots were set in each district and inter plot distance was 3 to 4 km. And again four subplots were set within a survey plot. The size of a subplot was $10m{\times}10m$ for woody vegetation and $5m{\times}5m$ for ground cover vegetation which was less than 2 m high. The nested quadrat method was adopted. In sampling survey plots, the followings were taken into account: (1) Natural growth having more than 80 percent of crown density of upper canopy and more than 5 hectares of area. (2) Was not affected by both natural and artificial disturbances such as fire and thinning operation for the past three decades. (3) Lower than 500 m of altitude (4) Less than 20 degrees of slope, and (5) Northerly sited aspect. An intensive vegetation survey was undertaken during the summer of 1980. The vegetation was devided into 3 categories for sampling; the upper layer (dominated mainly by the pine trees), the middle layer composed by oak species and other broad-leaved trees as well as the pine, and the ground layer or the lower layer (shrubby form of woody plants). In this study our survey was concentrated on woody species only. For the vegetation analysis, calculated were values of intensity, frequency, covers, relative importance, species diversity, dominance and similarity and dissimilasity index when importance values were calculated, different relative weights as score were arbitrarily given to each layer, i.e., 3 points for the upper layer, 2 for the middle layer and 1 for the ground layer. Then the formula becomes as follows; $$R.I.V.=\frac{3(IV\;upper\;L.)+2(IV.\;middle\;L.)+1(IV.\;ground\;L.)}{6}$$ The values of Similarity Index were calculated on the basis of the Relative Importance Value of trees (sum of relative density, frequency and cover). The formula used is; $$S.I.=\frac{2C}{S_1+S_2}{\times}100=\frac{2C}{100+100}{\times}100=C(%)$$ Where: C = The sum of the lower of the two quantitative values for species shared by the two communities. $S_1$ = The sum of all values for the first community. $S_2$ = The sum of all values for the second community. In Tab. 3, the species composition of each plot by layer and by district is presented. Without exception, the species formed the upper layer of stands was Pinus densiflora. As seen from the table, the relative cover (%), density (number of tree per $500m^2$), the range of height and diameter at brest height and cone bearing tendency were given. For the middle layer, Quercus spp. (Q. aliena, serrata, mongolica, accutissina and variabilis) and Pinus densiflora were dominating ones. Genus Rhodedendron and Lespedeza were abundant in ground vegetation, but some oaks were involved also. (1) Gongju district The total of woody species appeared in this district was 26 and relative importance value of Pinus densiflora for the upper layer was 79.1%, but in the middle layer, the R.I.V. for Quercus acctissima, Pinus densiflora, and Quercus aliena, were 22.8%, 18.7% and 10.0%, respectively, and in ground vegetation Q. mongolica 17.0%, Q. serrata 16.8% Corylus heterophylla 11.8%, and Q. dentata 11.3% in order. (2) Buyeo district. The number of species enumerated in this district was 36 and the R.I.V. of Pinus densiflora for the uppper layer was 100%. In the middle layer, the R.I.V. of Q. variabilis and Q. serrata were 8.6% and 8.5% respectively. In the ground vegetative 24 species were counted which had no more than 5% of R.I.V. The mean R.I.V. of P.densiflora ( totaling three layers ) and averaging four plots was 57.7% in contrast to 46.9% for Gongju district. (3) Gochang-district The total number of woody species was 23 and the mean R.I.V. of Pinus densiflora was 66.0% showing greater value than those for two former districts. The next high value was 6.5% for Q. serrata. As the time passes since insect outbreak, the mean R.I.V. of P. densiflora increased as the following order, 46.9%, 57.7% and 66%. This implies that P. densiflora was getting back to its original dominat state again. The pooled importance of Genus Quercus was decreasing with the increase of that for Pinus densiflora. This trend was contradict to the facts which were surveyed at Kyonggi-do area (the central temperate forest zone) reported previously (Yim et al, 1980). Among Genus Quercus, Quercus acutissina, warm-loving species, was more abundant in the southern temperature zone to which the present research is concerned than the central temperate zone. But vice-versa was true with Q. mongolica, a cold-loving one. The species which are not common between the present survey and the previous report are Corpinus cordata, Beltala davurica, Wisturia floribunda, Weigela subsessilis, Gleditsia japonica var. koraiensis, Acer pseudosieboldianum, Euonymus japonica var. macrophylla, Ribes mandshuricum, Pyrus calleryana var. faruiei, Tilia amurensis and Pyrus pyrifolia. In Figure 4 and Table 5, Maximum species diversity (maximum H'), Species diversity (H') and Eveness (J') were presented. The Similarity indices between districts were shown in Tab. 5. Seeing Fig. 6, showing two-dimensional ordination of polts on the basis of X and Y coordinates, Ai plots aggregate at the left site, Bi plots at lower site, and Ci plots at upper-right site. The increasing and decreasing patterns as to Relative Density and Relative Importance Value by genus or species were given in Fig. 7. Some of the patterns presented here are not consistent with the previously reported ones (Yim, et al, 1980). The present authors would like to attribute this fact that two distinct types of the insect attack, one is the short war type occuring in the south temperate forest zone, which means that insect attack went for a few years only, the other one is a long-drawn was type observed at the temperate forest zone in which the insect damage went on continuously for several years. These different behaviours of infestation might have resulted the different ways of vegetational change. Analysing the similarity indices between districts, the very convincing results come out that the value of dissimilarity index between A and B was 30%, 27% between B and C and 35% between A and C (Table 6). The range of similarity index was obtained from the calculation of every possible combinations of plots between two districts. Longer time isolation between communities has brought the higher value of dissimilarity index. The main components of ground vegetation, 10 to 20 years after insect outbreak, become to be consisted of mainly Genus Lespedeza and Rhododendron. Genus Quercus which relate to the top dorminant state for a while after insect attack was giving its place to Pinus densiflora. It was implied that, provided that the soil fertility, soil moisture and soil depth were good enough, Genus Quercuss had never been so easily taken ever by the resistant speeies like Pinus densiflora which forms the edaphic climax at vast areas of forest land. Usually they refer Quercus to the representative component of the undisturbed natural forest in the central part of this country.

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The Effect of AD Noises Caused by AD Model Selection on Brand Awareness and Brand Attitudes (광고 모델 관련 광고 노이즈가 브랜드 인지도와 브랜드 태도에 미치는 영향)

  • Chung, Jai-Hak;Lee, Sang-Mi
    • Journal of Global Scholars of Marketing Science
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    • 제18권3호
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    • pp.89-114
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    • 2008
  • Most of the extant studies on communication effects have been devoted to the typical issue, "what types of communication activities are more effective for brand awareness or brand attitudes?" However, little research has addressed another question on communication decisions, "what makes communication activities less effective?" Our study focuses on factors negatively influenced on the efficiency of communication activities, especially of Advertising. Some studies have introduced concepts closely related to our topic such as consumer confusion, brand confusion, or belief confusion. Studies on product belief confusion have found some factors misleading consumers to misunderstand the physical features of products. Studies on brand confusion have uncovered factors making consumers confused on brand names. Studies on advertising confusion have tested the effects of ad models' employed by many other firms for different products on communication efficiency. We address a new concept, Ad noises, which are any factors interfering with consumers exposed to a particular advertisement in understanding messages provided by advertisements. The objective of this study is to understand the effects of ad noises caused by ad models on brand awareness and brand attitude. There are many different types of AD noises. Particularly, we study the effects of AD noises generated from ad model selection decision. Many companies want to employ celebrities as AD models while the number of celebrities who command a high degree of public and media attention are limited. Inevitably, several firms have been adopting the same celebrities as their AD models for different products. If the same AD model is adopted for TV commercials for different products, consumers exposed to those TV commercials are likely to fail to be aware of the target brand due to interference of TV commercials, for other products, employing the same AD model. This is an ad noise caused by employing ad models who have been exposed to consumers in other advertisements, which is the first type of ad noises studied in this research. Another type of AD noises is related to the decision of AD model replacement for the same product advertising. Firms sometimes launch another TV commercial for the same products. Some firms employ the same AD model for the new TV commercial for the same product and other firms employ new AD models for the new TV commercials for the same product. The typical problem with the replacement of AD models is the possibility of interfering with consumers in understanding messages of the TV commercial due to the dissimilarity of the old and new AD models. We studied the effects of these two types of ad noises, which are the typical factors influencing on the effect of communication: (1) ad noises caused by employing ad models who have been exposed to consumers in other advertisements and (2) ad noises caused by changing ad models with different images for same products. First, we measure the negative influence of AD noises on brand awareness and attitudes, in order to provide the importance of studying AD noises. Furthermore, our study unveiled the mediating conditions(variables) which can increase or decrease the effects of ad noises on brand awareness and attitudes. We study the effects of three mediating variables for ad noises caused by employing ad models who have been exposed to consumers in other advertisements: (1) the fit between product image and AD model image, (2) similarity between AD model images in multiple TV commercials employing the same AD model, and (3) similarity between products of which TV commercial employed the same AD model. We analyze the effects of another three mediating variables for ad noises caused by changing ad models with different images for same products: (1) the fit of old and new AD models for the same product, (2) similarity between AD model images in old and new TV commercials for the same product, and (3) concept similarity between old and new TV commercials for the same product. We summarized the empirical results from a field survey as follows. The employment of ad models who have been used in advertisements for other products has negative effects on both brand awareness and attitudes. our empirical study shows that it is possible to reduce the negative effects of ad models used for other products by choosing ad models whose images are relevant to the images of target products for the advertisement, by requiring ad models of images which are different from those of ad models in other advertisements, or by choosing ad models who have been shown in advertisements for other products which are not similar to the target product. The change of ad models for the same product advertisement can positively influence on brand awareness but positively on brand attitudes. Furthermore, the effects of ad model change can be weakened or strengthened depending on the relevancy of new ad models, the similarity of previous and current ad models, and the consistency of the previous and current ad messages.

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