• (The)Study of the Eastern Classic
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• no.68
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• pp.35-67
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• 2017

This paper examines the petition to the king of Doam(陶菴) Leejae(李縡), one of the key figures of 18th century. He wrote a total of 49 he petition to the king, mostly resignation petition to the king. He emphasized the genuine feelings and emphasized the accurate persuasion logic when he was writing a petition to the king. It is not contradictory to these elements, looking at his actual situation he wrote. He wrote the resignation petition to the king three times to resign Daejehak (大提學), he changed his persuasion logic in each of the resignation petition to the king. We can look at the aspect of transforming persuasion logic on the same topic. His resignation petition to the king, for the first time, was particularly well structured in terms of composition, and used a proper accent method. His resignation petition to the king has the beautiful literary art of gomun(古文), such as the expression of the so-called munjongjasoon(文從字順) and the composition of paragraph organically corresponding. The best work of his resignation petition to the king is Maneonso(萬言疏). The contents criticized Yeongjo(英祖)'s tangpyeongchaek(蕩平策) while evaluating Sinimoksa(辛壬獄事). It consists of a total of 5,300 letters. This work repeatedly used the irony, the method of seolui(設疑), and the incremental method to criticize the tangpyeongchaek(蕩平策), and put Yeongjo(英祖)'s position to the corner. This work is an example of other the resignation petition to the king.

• The Journal of the Korea Contents Association
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• v.19 no.2
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• pp.379-392
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• 2019

Public service advertising is a form of communication activity performed to increase public interest. In order to improve the effectiveness of public service advertising, it is necessary to formulate advertising strategies that can actually induce positive action changes. China has various social problems because of dramatic social changes, which call for implementing public service advertising. This study aims to improve the persuasive effects of Chinese public service advertising by addressing effective communication strategies. In particular, we selected 33 works that use fear appeals from 2016 HuangHe Award-winning posters and analyzed their visual representation of fear appeals. The results suggest that fear appeals are frequently used in safe driving and anti-smoking campaigns. In addition, main colors of these posters were black and white. The main fearful images were often represented in a form of 'fact' and 'factual conception' and in the type of 'picture.' They also have features of implicit association' and 'exaggeration'. This study has a significance in terms of providing theoretical and empirical information to future research on improvement of public service advertising in China.

• Proceedings of the Korea Water Resources Association Conference
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• 2020.06a
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• pp.15-15
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• 2020

기후변화로 인하여 가뭄은 그 위험성이 점차 높아질 것으로 예상되고 있다. 잠재적 대규모 가뭄피해를 사전에 예방하기 위해서는 가뭄에 보다 효과적으로 대응하기 위한 방안을 마련하는 것이 필요하며, 국가적 수자원 관리를 넘어선 국민 전반이 가뭄 심각성을 인지하고 적합한 대응을 하도록 유도하는 것이 중요하다. 기상, 수문, 농업 등 가뭄 발생의 다양한 측면들을 표현한 여러 가뭄지수 및 정보가 이미 생산되고 있으므로, 이러한 정보를 국민에게 제공한다면 국민이 가뭄의 심각성을 인지하고 물 절약 등의 행동에 동참하도록 하거나 농민의 경우 사전에 대처 방안을 마련하도록 하는 등, 공급측면에서의 수자원 관리 뿐만 아니라 수요 측면에서의 대응도 가능하게 될 것이다. 하지만 현재 제공되는 가뭄지수 및 정보는 전문적 지식이 있는 의사결정자 및 연구자 등을 위한 것으로, 일반 시민이 이러한 정보를 통해 가뭄의 상황을 이해하고 해석하여 그에 따른 행동을 하기란 어려운 것이 사실이다. 따라서, 본 연구에서는 국내 가용한 가뭄지수 및 정보로부터 국민이 체감할 수 있으며, 적절한 행동을 하도록 설득할 수 있는 가뭄정보 생산 방안을 도출하고자 한다. 사회과학적 이론, 포커스그룹 인터뷰 및 설문조사를 통하여 국민의 가뭄정보에 대한 인지 및 이해 특성을 파악하고, 시민자문단을 통하여 직접적으로 국민에게 현재 가용한 가뭄정보를 제공하고 어떻게 바라보는지 분석함으로써, 국민이 체감 가능한 가뭄정보의 방향을 제안하였다. 또한 현재 가뭄에 대한 뉴스 등이 어떠한 방식으로 생산되고 유통되는지를 분석하여 이로부터 사회과학적 측면에서 국민을 설득하기 위한 보다 효과적 방안을 제시하였다. 결과적으로 국민이 가뭄의 상황을 인지하고, 국가적 차원의 가뭄 대응의 필요성을 이해하며, 물 절약 등의 행동을 하도록 설득하는 것이 가능하게 되어, 점차 심각해져가는 가뭄에 효과적으로 대응할 수 있을 것으로 판단된다.

• Journal of Korea Entertainment Industry Association
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• v.15 no.7
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• pp.137-143
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• 2021

This discussion can be said to be a qualitative study on the possibility of linking communication education for college students and literacy education for Korean language-linked educators based on the theory of interpretation of cognitive meaning of media text containing complex mechanisms. The implicit meaning of media content expression used as an interactive communication strategy will be accepted as a multilateral interpretation according to the individual learner's cognitive environment. If so, how is the general media content meaning intended by the content creator being accepted? These doubts are the starting point for discussion. To solve the problem, I leaned on the experimental pragmatic methodology of cognitive aesthetics and applied a model of relevance of cognitive linguistics to connect learners' creative cognitive environment and present content to find a contrast. As a result of the discussion, it was possible to establish a basic framework for learners to express their subjectivity and creative thinking that could connect the cognitive environment and present content themselves. In particular, active and positive learners also revealed direct descriptive expressions to build a new cognitive environment, such as suggesting a third alternative to argue the ability to question produced media texts and the validity of the meaning implied in the text. In the future, since media text containing complex mechanisms is an indirect and persuasive communication behavior that occurs easily through various media in modern society, the universal communication principle of reliable conversation between media text creators and audiences should exist.

• (The) Korean Journal of Advertising
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• v.28 no.3
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• pp.53-81
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• 2017

As online video advertising market grows, viral advertising is drawing attention. This study investigated factors influencing consumer's sharing intent of viral advertising each from four dimensions which are content, sender, consumer, and network. As a result, factors of persuasive intent, brand-ad image fit, perceived self-presentation, and bridging social capital were found to affect consumer's sharing intent of viral advertising. And persuasive intent of content was found to be negatively affect consumer's sharing intent. Social value and bonding social capital were not found to have significant influence on consumer's sharing intent of viral advertising. From the analysis of this result, this study suggested future research topic and academic/practical implications.

• Journal of the Korean Chemical Society
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• v.50 no.6
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• pp.494-505
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• 2006

This study was performed for 7th grade students to analyze by leader style, the verbal interactions between students in a small group in an MBL(Microcomputer-Based Laboratory) experiment class. The study was performed after arranging the students into four kinds of groups, including groups with leaders of inclusive, persuasive, and alienating styles and a group with no clear leader. The analysis of total frequencies of verbal interaction revealed that the group with an inclusive leader showed the highest frequency of verbal interaction, followed by the group with a persuasive leader, an alienating leader and lastly, the group with no clear leader. The group with an inclusive leader showed the highest frequency of interaction from a cognitive aspect related to question(Q), response(R), making suggestion(MS), and receiving opinions(RO), while interactions from an affective aspect related to behavioral participation(BP) and students' attitudes(SA) were observed more often in a group including an alienating leader than in any other group. An analysis of characteristics of verbal interaction according to leader style showed that a group with an inclusive leader had a permissive atmosphere. It also showed that all members of the group actively participated in discussion and they had a sense of belonging and self-pride with their group. In a group with a persuasive leader, the leader took the lead of most experimental and discussion activities and he was rarely challenged by other students in the group. Rather, other group members showed a tendency to depend on their leader. In a group with an alienating leader, the relationship between leader and members of the group was not harmonious and unfiltered expressions of dissatisfaction and ignorance often took place. The leader's lack of concern about members' low achievement became an obstacle in active discussion. In a group with no clear leader, most interactions during discussion were short and simple. Many answers to the question given by their members were not clear and the interactions were sometimes interrupted for a short while.

• Management & Information Systems Review
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• v.28 no.1
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• pp.99-124
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• 2009

This study has observed the influence of green advertisemen on the attitude of consumers in relation to its message effect. The analysis has been conducted in the perpective of awareness-emotion -behavior targeting housewives based on the message structure of the advertisement(conclusion omission type/ conclusion offer type). Results of the analysis are as follows : 1) Green advertisement was more effective for the attitude toward advertisement and products than non-green advertisement and in the case of high involvement the conclusion omission message was more effective than the conclusion offer message. 2) Green advertisement was more effective also for the emotion side than non-green advertisement and the conclusion omission message was found more effective than the conclusion offer message. 3) Green advertisement was found more effective for purchasing activities than non-green advertisement and the conclusion omission message was found more effective than the conclusion offer message in the case of high involvement. 4) In case of the conclusion offer type structure of green advertisement the awareness side influenced purchasing activities and in case of the conclusion omission type structure of green advertisement the emotion side influenced purchasing activities. Besides that in case of the conclusion offer type structure of non-green advertisement both the awareness and emotion sides were found to influence purchasing activities. No difference was found in the conclusion omission type structure of non-green advertisement.

• Archives of design research
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• v.18 no.1 s.59
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• pp.49-58
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• 2005

Focusing on the information sender, message, channel, and receiver, the existing information theory deals with the noise, information contents, and probability of choice, which involve in the process of information transmission. In the current digital environment, besides simply conveying information itself through media, the important issue is how to efficiently convey information. Therefore, we need to analyze the theory in different perspective, and to research the Information redundancy for the methodology of information design. The redundancy causes the receiver to have attraction to the information and to reduce its contents due to its supplement and repetition. So it can play a role of efficient communication method. The concept of redundancy is applied to the communication of art such as literature, architecture, painting, and design to accomplish efficient communication. In order to get persuasive information design for the receiver's perspective we need to make use of this concept. The redundancy can be applied with the technical aspect of multimedia and Interaction, which add supplemental expression, or sort of event for the receiver's experience and memory. In the process of constructing information it can be applied with the structure of gaming redundancy, entropy, the accumulating communication code using entertaining feature, and storytelling methodology. The noise and entropy could be used for the means of making redundancy, not the obstacle to information. The redundancy gives the receiver attraction on the information and makes them have strong will of interpreting it so that the purpose of conveying information will be accomplished efficiently.

• The Journal of the Korea Contents Association
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• v.22 no.5
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• pp.174-186
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• 2022

The present study explores how the quality management rhetoric commonly used by Korean CEOs tends to be composed and perceived by the public. To this end, articles of the remarks of Lee Kun-hee, the second founder of Samsung, are analyzed. The results show a rhetorical structure of quality management where the CEO offers a persuasive theme (quality management for a super-class enterprise) and practical measures (innovation and performance-based promotion) while coping with a rhetorical situation (an economic crisis). A multiple regression analysis of the response of 308 Korean college students who watched a video of Lee's remarks indicates that the more conservative the viewers are and the more they perceive the CEO's charm and expertise, the more likely they are to support the CEO's quality management rhetoric. The conservative viewers favorably responded to the entrepreneurship in the quality management rhetoric, while the progressives recognized the rhetoric as part of Korean-style neoliberalism that alienates ordinary workers.

• Journal of Korea Entertainment Industry Association
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• v.15 no.3
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• pp.243-250
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• 2021

The purpose of this study is to discuss the implicit meaning of advertising content with highly persuasive language formats from a communication perspective and its interpretation process in relation to communication education, while simultaneously developing interpretative codes for media literacy education in modern society. For a successful discussion, I assumed the narrative content of advertising content that implements a special purpose as a general conversational act, and raised the issue anew that regularity exists for implicit semantic expressions. It also said that in order for media literacy education in the present society to proceed correctly, linguistic interpretations of implicit meaning cannot be guided as a principle of communication in prior research. As a solution, we confirm that socio-cultural sharing knowledge and recognition are essential interpretation codes. For further discussion, the analysis of advertising media languages with special purposes in terms of language usage was conducted to verify the process of interpreting the implicit meaning shown in them. After analyzing the implicit advertising language that I arbitrarily typified, I found that the linguistic meaning implicit with the intention of persuading the speaker can be provided mostly as media literacy education as a framework for analysis by various information and cognitive effects. In other words, acceptors should not perform only literal interpretations in the process of interpreting the implicit meaning inherent in the media language. If guided by including native language materials and background knowledge, socio-cultural customs, and general common knowledge, efficient media literacy education can be expected.