• Journal of Korean Classical Literature and Education
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• no.15
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• pp.139-161
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• 2008

This study examined the texts of the Late Joseon Dynasty's YEONJEONG GASA, whose authors are unknown, to list the contents of education which can be provided by conventional elements. Most existing discussions on expression education have focused on creativity. However, the perspective creativity based on the concepts of modern individualism and difference believes that creation can be done only by special professionals with inborn abilities and is likely to jeopardize the possibility and need of expression education to reduce the scope of expression education. On the other hand, conventionality has been related to "cliche" and "old-fashioned" and considered the counterpoint of creativity with lacking originality and aesthetical or educational valuelessness. Nevertheless, conventionality is valuable as cultural custom in that it is closely related to the contemporary culture, thoughts, and language. Also, it is the power that creates new text and induces sympathy in receivers. The Late Joseon Dynasty's YEONJEONG GASA by unknown authors include typicality of circumstances, schematism of emotion, and formula in conventionality. The positive aspects of conventionality - familiarity and intimacy - are the basis of sympathy and become the power that encourages the public to participate in creation and enjoyment within the frame of creativity. Ultimately, conventionality of YEONJEONG GASA allows learners to experience the pleasure of expression and has an important meaning for expression education as it provides them with the opportunity to perform expressions to extend sympathy.

• Asia Marketing Journal
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• v.19 no.1
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• pp.1-17
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• 2017

Cause-related Marketing (CrM) has become an increasingly popular marketing approach over the past two decades. However, neither researchers nor organizations fully understand the determinants of a successful CrM partnership. This research fills this gap. Specifically, we employ the schema theory to explore circumstances in which the CrM alliance cannot achieve a success. We use a theoretical modeling approach to report that, when consumers' typicality-based cognitive process is assumed, the CrM activity with the partners' more-discrepant attribute profile cannot be evaluated favorably, but the attribute-level uncertainty about the CrM alliance is less likely to feedback to the two partners. Furthermore, we argue that, under the schema-plus-tag model, consumers may not like the CrM program with a similar attribute profile. Therefore, this CrM approach may fail. To our knowledge, we are the first to apply the schema theory to explain how a CrM alliance can achieve a success.