• International journal of advanced smart convergence
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• v.13 no.2
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• pp.205-213
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• 2024

This study uses a large language model (LLM) to identify Aristotle's rhetorical principles (ethos, pathos, and logos) in COVID-19 information on Naver Knowledge-iN, South Korea's leading question-and-answer community. The research analyzed the differences of these rhetorical elements in the most upvoted answers with random answers. A total of 193 answer pairs were randomly selected, with 135 pairs for training and 58 for testing. These answers were then coded in line with the rhetorical principles to refine GPT 3.5-based models. The models achieved F1 scores of .88 (ethos), .81 (pathos), and .69 (logos). Subsequent analysis of 128 new answer pairs revealed that logos, particularly factual information and logical reasoning, was more frequently used in the most upvoted answers than the random answers, whereas there were no differences in ethos and pathos between the answer groups. The results suggest that health information consumers value information including logos while ethos and pathos were not associated with consumers' preference for health information. By utilizing an LLM for the analysis of persuasive content, which has been typically conducted manually with much labor and time, this study not only demonstrates the feasibility of using an LLM for latent content but also contributes to expanding the horizon in the field of AI text extraction.

• The Journal of Information Systems
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• v.28 no.3
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• pp.83-104
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• 2019

Purpose Recently, Internet personal broadcasting has been widely spreaded as a new media type by replacing traditional legacy media such as TV. Considering this phenomenon, this study aims to explore the effect of Aristoteles' persuasion factors on Internet personal broadcasting from a rhetorical view. The reason why users watch the Internet personal broadcasting is that they are persuaded by creator's expertness, empathy, or content usefulness. These factors can be regarded as persuasion factors. Therefore, with Aristoteles' rhetorical persuasion factors composed of ethos, pathos, and logos, this paper tries to investigate how persuasion factors affect user's emotional\ attachment and voluntary donation intention. Design/methodology/approach This paper proposes a model of the relationships among three rhetorical factors, user's emotional attachment, and donation intention. Specifically, ethos is regarded as creator's expertness and trustworthiness, and pathos refers to creator's empathy and social interaction. Last, logos refers to content usefulness and credibility. For testing a hypothetical research model, this study collected 468 surveys and empirically tested hypotheses using a structural equation model. Findings This study investigated how rhetorical factors (ethos, pathos, and logos) and emotional attachment further influence user's donation intention. The findings suggest that rhetorical factors of ethos and pathos enhances emotional attachment, followed by donation intention. Contrary to an expectation, however, logos was not significantly related to emotional attachment. Creators of Internet personal media and MCN providers should focus on the different effects of rhetorical factors and pay attention to the role of emotional attachment to encourage user donation.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.19 no.2
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• pp.125-139
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• 2024

The corporate logo symbolizes the company's value, goals and vision as a visual symbol representing the company. It serves as a communication tool for companies by conveying different messages depending on design and color. As demands for ESG management have recently increased, companies have begun to implicitly demonstrate values such as environmental protection and corporate transparency through logos. Companies use logos as a strategy to visually emphasize the value they pursue and project the desired image as a signal. In this process, stakeholders who see the logo experience cognitive bias. Therefore, this study seeks to find out that ESG value can be indirectly communicated by the design of corporate logos, which can also affect a company's ESG evaluation. In addition, this study will examine the moderate effect that logos expect to encounter a greater bias effect as the companies actively include ESG-related issues in corporate disclosure data. This study conducted an analysis of 617 KOSPI-listed companies using ESG evaluation data from 2020 to 2022. The analysis confirmed the significant relation of the type of logo and ESG disclosure on ESG evaluation but found partially moderate effect of ESG disclosure.

• Cross-Cultural Studies
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• v.25
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• pp.679-694
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• 2011

La langue est un des ${\acute{e}}l{\acute{e}}ments$ $privil{\acute{e}}gi{\acute{e}}s$ de la $r{\hat{e}}verie$ chez Bachelard. La langue est une force fondamentale de l'imagination. D'une part, elle garde son propre valeur dans le processus de l'imagination, et d'autre part elle forme sa propre image. La $priorit{\acute{e}}$ de langue chez Bachelard a, en effet, quelque liaison avec la notion de Logos qui avait ${\acute{e}}t{\acute{e}}$ $trait{\acute{e}}$ depuis longtemps comme $v{\acute{e}}rit{\acute{e}}$ ${\acute{e}}ternelle$ dans la $m{\acute{e}}taphysique$ occidentale. Cependant, la notion de logos de Bachelard se $diff{\grave{e}}re$ de celle de $m{\acute{e}}taphysique$ occidentale. Tandis que la $m{\acute{e}}taphysique$ traditionnelle traite le logos comme un but ${\acute{e}}ternel$ de sa $m{\acute{e}}ditation$, Bachelard donne l'importance sur la $capacit{\acute{e}}$ linguistique et imaginaire du logos. Le $logosph{\grave{e}}re$ est un des exemples qui montre bien la $diff{\acute{e}}rence$ entre la notion de logos de Bachelard et celle de $m{\acute{e}}taphysique$ traditionnelle. Le $logosph{\grave{e}}re$ est un $n{\acute{e}}ologisme$ de Bachelard qui est fait pour $d{\acute{e}}signer$ $l^{\prime}atmosph{\grave{e}}re$ verbal de la $soci{\acute{e}}t{\acute{e}}$ contemporaine $gr{\hat{a}}ce$ ${\grave{a}}$ l'emission de radio. Bachelard comprend le $ph{\acute{e}}nom{\grave{e}}ne$ de radio en tant que $r{\acute{e}}alisation$ de $Psych{\acute{e}}$ dans la vie quotidienne. C'est $gr{\hat{a}}ce$ ${\grave{a}}$ la technologie moderne que nous pouvons avoir l'univers de langue plus facilement par rapport aux $si{\grave{e}}cles$ $pr{\acute{e}}c{\acute{e}}dents$. Selon Bachelard, la radio n'est pas un simple instrument de communication. C'est une porte pour entrer dans la $r{\hat{e}}verie$ universelle. La radio est une voix du monde qui exprime notre inconscient. Quand un $r{\hat{e}}veur$ $r{\hat{e}}ve$, son $r{\hat{e}}verie$ se $d{\acute{e}}veloppe$ en se discutant avec le monde. Alors, quand nous $r{\hat{e}}vons$, nous parlons au monde et nous ${\acute{e}}coutons$ du monde, de sorte que nous devenons les citoyens du $logosph{\grave{e}}re$. Dans son oeuvre Sur la Grammatologie, J. Derrida critique la $m{\acute{e}}taphysique$ occidentale en la intitulant logocentrisme. Derrida pense que la philosophie occidentale a comme le but final la $pr{\acute{e}}sence$ de logos. Cette $pr{\acute{e}}sence$ de logos ne peut ${\hat{e}}tre$ $r{\acute{e}}alis{\acute{e}}e$ que par la langue de la voix, non pas par la langue de $caract{\grave{e}}re$. $D^{\prime}o{\grave{u}}$ vient le logocentrisme ou le phonocentrisme de $m{\acute{e}}taphysique$ occidental. Mais Derrida pense que le logocentrisme n'est qu'un autre aspect de l'ethnocentrisme ${\acute{e}}troit$ de l'occident. La notion de $logosph{\grave{e}}re$ de Bachelard a quelques ressemblances avec logocentrisme par ses apparences. Cependant, elles ont une $diff{\acute{e}}rence$ fondamentale depuis leur $d{\acute{e}}part$. Tandis que logocentrisme $tra{\hat{i}}te$ la parole en tant que $mani{\grave{e}}re$ d'expression de raison qui est une puissance fondamentale de l'homme, Bachelard pense que la parole est un $r{\acute{e}}sultat$ d'une opposition et fusion de notre raisons et parole. Bachelard pense que la parole est une $r{\acute{e}}alisation$ de l'image qui est l'essence de notre $psych{\acute{e}}$. Pour lui, la parole, la quintessence de $logosph{\grave{e}}re$, est le champ de l'imagination $d^{\prime}o{\grave{u}}$ jaillissent les images. C'est pour cela que $logosph{\grave{e}}re$ se situe ${\grave{a}}$ l'antipode de logocentrisme. $Logosph{\grave{e}}re$ nous fournit un espace de $r{\hat{e}}verie$ de langue. Notre $soci{\acute{e}}t{\acute{e}}$ contemporaine $fourr{\acute{e}}e$ des images visuelles creuses est $d{\acute{e}}pouill{\acute{e}}e$ de plus en plus des espaces de $r{\hat{e}}veries$. C'est une des raisons que le $logosph{\grave{e}}re$ de Bachelard doit ${\hat{e}}tre$ $r{\acute{e}}activ{\acute{e}}$ aujourd'hui.

• Journal of the Korea Fashion and Costume Design Association
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• v.13 no.1
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• pp.135-146
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• 2011

Despite the recession that has affected people's consumption of clothing, the 'Gold Kids' market shows steady growth. This study analyzed the characteristics of components that make up infant and children's wear brands. Firstly, this study found the linguistic features of infant and children's clothing brands. Most brand names have common characteristics such as idiomatic expressions, combination and separation of vocabulary, and more than 6 syllables. Also, when they formative brand quality, they frequently used words like 'girl', 'kid' and 'baby' to clarify the category of the brand product. Also it is meant to present a clear brand concept to the target consumer to offer their brand information and product characteristics. Moreover, English is widely used in the brand names, and they used appropriate symbol graphics that fit the titles and qualities of the brands. Second, to strengthen their brand identity and inherent concepts, infant and children's clothing brands normally use their own particular brand colors wich makes special and strong visual impressions on the target consumer. Also, they mainly use applied sans serif typeface showing the softer brand quality. Brand logos have different visual expressions depending on their brand value and the target consumer. The word type of the logos presents clear brand identity and information to the target consumer. Through the study, we found that infant and children's clothing brands tend to use written brand names for the logo type more than graphic symbol logo patterns. This indicates that infant and children's clothing brands tend to emphasize information transfer rather than visual graphic symbols when they organize brand logos.

• Journal of Fashion Business
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• v.17 no.5
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• pp.151-164
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• 2013

This study analyzes the conditions of merchandises from the popular domestic and foreign. In this study, 845 merchandises of 18 popular singers in Korea and 705 merchandises of 20 popular foreign singers are selected. The results of this study are as follows. First, the highest order of merchandise categories among Korean singers are stationeries and toys, followed by fashion accessories, clothes and interior decoration products. For the foreign singers, the highest order of merchandise categories are clothes, followed by fashion accessories, stationeries and toys, and interior decoration products. Second, the most common characteristics of graphic images on the merchandises from Korean singers are characters and expressions of person and body followed by logos, symbols, and gestures of body. Among the foreign singers, the most common characteristics of graphic images are logos, symbols, and gestures of body followed by logos, symbols. Third, by comparing the price ranges between the Korean and foreign merchandises, it is found that foreign singers' merchandises have a more diverse price range than local ones. The highest ordered price ranges among Korean singers are less than 10,000 won, followed by 10,000~20,000 won and 20,000~30,000 won. Among the foreign singers, the highest ordered price ranges are 20,000~30,000 won, followed by 20,000~30,000 won, and 30,000~40,000 won, and less than 10,000 won.

• Journal of Digital Convergence
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• v.17 no.2
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• pp.355-361
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• 2019

The purpose of this study is to analyze how brands are perceived to be most positive when they are presented to users in brand experience design, and to help them communicate more effectively. Originally, brands changed their logos periodically with the aim of communicating anniversaries. These days, not only this information but also emotional communication with users. As a research method, two major portal sites were selected for use in Korea, and a preference survey and in-depth interview were conducted based on the case of the event logos. From the results of the study, we were able to obtain results that the event logos act as a more positive factor when they provide users with various emotional motivations. In the future, we anticipate that users will be given higher value if they have a design approach that will elicit more diverse emotions from the brand experience.

• 발명특허
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• v.5 no.2 s.48
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• pp.18-20
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• 1980

2500년전쯤 그리스를 비롯한 여러 문명발상지역에서 자연에 대한 본격적인 사색이 시작되었다. $\lceil$지식 자체를 위한 지식$\rfloor$으로서의 과학은 B.C. 7세기 탈레스(Thales)에서 싹텄다. 그러나 과학의 발생은 돌발사가 아니라 점진적인 과정이었다. 탈레스 이전의 오랜 신화시대에도 신화(mythos)속에 미약하나마 논리(logos)의 싹이 있었다. 그것이 차츰 강해지면서 드디어 신화를 압도하게된 것이 탈레스 때라고 보면 좋다. 따라서 과학이 나온 뒤에도 신화의 잔재는 오래도록 남아 있게 된다.

• Journal of Electrical Engineering and Technology
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• v.7 no.4
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• pp.646-651
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• 2012

Meaningful logos or random sequences have been used in the current digital watermarking techniques of 2D bar code. The meaningful logos can not only be created by copyright holders based on their unique information, but are also very effective when representing their copyrights. The random sequences enhance the security of the watermark for verifying one's copyrights against intentional or unintentional attacks. In this paper, we propose a new watermarking technique taking advantage of Data Matrix as well as encryption keys. The Data Matrix not only recovers the original data by an error checking and correction algorithm, even when its high-density data storage and barcode are damaged, but also encrypts the copyright verification information by randomization of the barcode, including ownership keys. Furthermore, the encryption keys and the patterns are used to localize the watermark, and make the watermark robust against attacks, respectively. Through the comparison experiments of the copyright information extracted from the watermark, we can verify that the proposed method has good quality and is robust to various attacks, such as JPEG compression, filtering and resizing.

• Journal of Korea Multimedia Society
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• v.23 no.9
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• pp.1210-1218
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• 2020

This study selected brand logos of six South Korean and Chinese banks including KB, IBK, SH, ICBC, ABC, and SISB, conducted Eye Tracking experiment among 36 South Korean and Chinese university students(Nine male and female students, respectively), and analyzed the difference of visual attention of consumers on bank brand logo, symbol, Korean/Chinese character logo types as well as the difference of visual attention of these consumers on English logo types. Results were represented by using statistics and visualization including GAZEPLOT, HEATMAP, and visual expression. Results showed that most generally gazed logo types more often and longer than symbols when they watched bank brand logos. A slight difference was observed between both groups in terms of gazing English logo types. This study has a implication that it proposed the possibility of drawing quantitative and reliable outcomes by utilizing eye tracking device and approaching in an objective standpoint beyond a methodological aspect on bank brand logo primarily leaning over the analysis of case research or design development. Moreover, findings are expected to serve as basic data for proposing the direction of special bank brand logo design and marketing strategies.