• Asia Marketing Journal
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• v.15 no.4
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• pp.103-129
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• 2014

Differentiated positioning becomes increasingly difficult when brand salience weakens. Also, the daily increase in new media use and information load has led to a social climate that regards advertising stimuli as spamming. For these reasons, the focus of advertisement-related communication is shifting from persuading consumers through the direct delivery of information to an emphasis on appealing to their emotions using matching stimuli to enhance persuasion effects. Recently, both academia and industry have increasingly shown an interest in storytelling methods that can generate positive emotional responses and attitude changes by arousing consumers' narrative processing. The purpose of storytelling is to elicit consumers' emotional experience to meet the objectives of advertisement producers. Therefore, the most important requirement for storytelling in advertising is that it evokes consumers' sympathy for the main character in the advertisement. This does not involve advertisements directly persuading consumers, but rather, consumers themselves finding an answer through the advertisement's story. Thus, consumers have an indirect experience regarding the product features and usage through empathy with the advertisement's main character. In this study, we took the results of a precedent study as the starting point, according to which consumers' emotional response can be altered depending on the storytelling methods adopted for storytelling ads. Previous studies have reported that drama-type and vignette-type storytelling methods have a considerably different impact on the emotional responses of advertising audiences, due to their different structural characteristics. Thus, this study aims to verify that emotional response aroused by different types of advertisement storytelling (drama ads vs. vignette ads) can be controlled by the socio-psychological gender difference of advertising audiences and that the interaction effects between the socio-psychological gender differences of the audience and the gender stereotype of emotions to which advertisements appeal can exert an influence on emotional responses to types of storytelling in advertising. To achieve this, an experiment was conducted employing a between-group design consisting of 2 (storytelling type: drama ads vs. vignette ads) × 2 (socio-psychological gender of the audience: masculinity vs. femininity) × 2 (advertising appeal emotion type: male stereotype emotion vs. female stereotype emotion). The experiment revealed that the femininity group displayed a strong and consistent empathy for drama ads regardless of whether the ads appealed to masculine or feminine emotions, whereas the masculinity group displayed a stronger empathy for drama ads appealing to the emotional types matching its own gender as well as for vignette ads. The theoretical contribution of this study is significant in that it sheds light on the controllability of the audiences' emotional responses to advertisement storytelling depending on their socio-psychological gender and gender stereotype of emotions appealed to through advertising. Specifically, its considerable practical contribution consists in easing unnecessary creative constraints by comprehensively analyzing essential advertising strategic factors such as the target consumers' gender and the objective of the advertisement, in contrast to the oversimplified view of previous studies that considered emotional responses to storytelling ads were determined by the different types of production techniques used. This study revealed that emotional response to advertisement storytelling varies depending on the target gender of and emotion type appealed to by the advertisement. This suggests that an understanding of the targeted gender is necessary prior to producing an advertisement and that in deciding on an advertisement storytelling type, strategic attention should be directed to the advertisement's appeal concept or emotion type. Thus, it is safe to use drama-type storytelling that expresses masculine emotions (ex. fun, happy, encouraged) when the advertisement target, like Bacchus, includes both men and women. For brands and advertisements targeting only women (ex. female clothes), it is more effective to use a drama-type storytelling method that expresses feminine emotions (lovely, romantic, sad). The drama method can be still more effective than the vignette when women are the main target and a masculine concept-based creative is to be produced. However, when male consumers are targeted and the brand concept or advertisement concept is focused on feminine emotions (ex. romantic), vignette ads can more effectively induce empathy than drama ads.

• 한국항공운항학회:학술대회논문집
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• 2007.06a
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• pp.7-10
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• 2007

• The Journal of the Convergence on Culture Technology
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• v.4 no.3
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• pp.179-184
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• 2018

The purpose of this study was to investigate changes to visual expressions in apartment sales ads in newspapers since the 2000s. For this purpose, the study compared and examined advertisements in 2010~2018 for their content. Apartment sales ads in the newspapers of Busan were analyzed according to the types of visual expressions and advertisement models. The brands(national and local brands) were categorized according to the types of visual expressions(copywriting-centric, visual-centric, and mixed ones) and whether an advertisement model was used or not(used and not used). The findings show that visual-centric ads were most used in apartment sales ads by national brands in 2010~2011 and recorded a higher usage rate by local brands during the same period. In 2017~2018, mixed forms of visual expressions were used more in the ads. The percentage of visual-centric ads made a considerable decrease among local brands. As for the use of advertisement models, most of the brands used one in 2010~2011, but advertisement models almost disappeared in apartment sales ads in 2017~2018. These differences were more prominent among local brands. The findings indicate that there were differences in expressive strategies in apartment sales ads among brands. The findings are expected to provide useful practical implications for the visual expression strategies of apartment sales ads.

• The Journal of the Convergence on Culture Technology
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• v.6 no.4
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• pp.245-252
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• 2020

Recently, as the income level of consumers increases, interest in tourism products has increased, competition among tourist destinations has been fierce. Storytelling ads are drawing attracting attention as one of the ways to establish differentiated positioning for tourism products. This study investigates the role of the involvement of tourism activity in the storytelling ads effects, and examines the effects of the attitude toward storytelling ads on tourist destination commitments, visit intention and SNS WOM (word-of-mouth) intention. This study also empirically tests the role of mental simulation in the relationship between storytelling ads attitudes and visit intention. A total of 255 usable responses were obtained from a sample of 270 consumers aged 18 or older in South Korea. Following the two-stage approach of model validation, measurement validity of each construct appearing in the structural model and hypothesized structural paths were tested. The findings show that all hypotheses are supported except H3 that posits the impact of attitude toward the storytelling ads on visit intention and mental simulation showed a moderate effect on the relationship between ads attitude and visit intention in the case of rational appeal. This study suggests that the production of storytelling ads of tourist destinations can be effective strategy to improve regional competitiveness and increase visit and SNS WOM intention.

• Korean Journal of Adult Nursing
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• v.27 no.4
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• pp.449-458
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• 2015

Purpose: The aims of this study were to identify the reported attitudes of older patients with cancer toward advance directives (ADs) and the factors associated with their attitudes toward ADs. Methods: The design was a cross-sectional survey. The age mean of the 130 participants were 70.8, and 66.2% of the participants were male. The data were collected at one university hospital in Seoul, South Korea during the period from October $1^{st}$ to December $5^{th}$ in 2013. The data collecting instruments were the Advance Directives Attitude Survey (ADAS) and questionnaires including socio-demographic and disease-related characteristics, family function. Results: 30.0% of the participants were aware of ADs, only 9% of them had been informed by healthcare providers. Most participants (93.1%) intended to complete ADs. The mean score of ADAS was 48.29. The stepwise linear regression analysis indicated that family function, perceived health status, period of education, and age accounted for a significant percentage (52.0%, p<.001) of the variance in participants' ADAS. The variable with the greatest effect was family function. Conclusion: The findings suggest that family function and attitude of older cancer patients need to be considered for adapting ADs to Korean health care systems. Healthcare providers should include family members in advanced care planning discussions.

• Journal of Advanced Navigation Technology
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• v.15 no.6
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• pp.970-976
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• 2011

According to CNS/ATM, a new concept of navigation system, ADS-B systems are being built in the field of surveillance. FIS-B is one of the key elements of ADS-B, and also provides various flight informations, weather informations to the aircraft. In this paper, we reviewed the FIS-B standard and analyzed performance requirements. And then we designed and implemented FIS-B. In this simulation, we showed performance of FIS-B. And this research is very useful to the future work.

• Journal of the Korean Applied Science and Technology
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• v.19 no.4
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• pp.339-348
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• 2002

Self-diffusion coefficients of colloidal ass9Ciation structures in the aqueous solutions of anionic ammonium dodecyl sulfate (ADS) and cationic octadecyltrimethylammonium chloride (OTAC) surfactants were measured by pulsed-gradient spin echo NMR. The results were interpreted on the basis of the ADS/OTAC/water phase diagram. Crossing the phase boundaries, significant changes in self diffusion coefficients were observed and well correlated to the phase diagram. For the micelles their apparent radii were obtained from Stokes-Einstein equation. Their values were 15 for the ADS micelles and 54 ${{\AA}}$ for the OTAC micelles, respectively. For vesicles which were formed spontaneously at different relative amounts of the surfactants and total surfactant concentrations, the radius was measured as 50 to 200 nm. This result is in fair agreement with those by TEM and light scattering.

• Journal of the Korean Society for Aeronautical & Space Sciences
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• v.40 no.3
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• pp.243-250
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• 2012

In this paper, a systematic consequence of evaluation method, procedure, and flight data analysis is investigated for application of ADS-33E-PRF to UAV. And it is applied to unmanned rotorcraft for evaluation. CNUHELI-020, which is developed in Chungnam National University, is used for assessment of handling quality: decoupled longitudinal and lateral/directional model were used to assess handling qualities. Evaluation flight maneuvers are categorized as hover/low-speed requirements, small-amplitude attitude change, and moderate-amplitude attitude change requirements.

• Journal of Electrical Engineering and Technology
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• v.13 no.2
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• pp.580-590
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• 2018

Active distribution system (ADS) considering distributed generation (DG) and electric vehicle (EV) is an effective way to cut carbon emission and improve system benefits. ADS is an evolving, complex and uncertain system, thus comprehensive model and effective optimization algorithms are needed. Battery swapping station (BSS) for EV service is an essential type of flexible load (FL). This paper establishes ADS planning model considering BSS firstly for the minimization of total cost including feeder investment, operation and maintenance, net loss and carbon tax. Meanwhile, immune binary firefly algorithm (IBFA) is proposed to optimize ADS planning. Firefly algorithm (FA) is a novel intelligent algorithm with simple structure and good convergence. By involving biological immune system into FA, IBFA adjusts antibody population scale to increase diversity and global search capability. To validate proposed algorithm, IBFA is compared with particle swarm optimization (PSO) algorithm on IEEE 39-bus system. The results prove that IBFA performs better than PSO in global search and convergence in ADS planning.

• Journal of Auto-vehicle Safety Association
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• v.13 no.3
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• pp.86-94
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• 2021

Since automated driving system (ADS) has great potential to innovate various fields of automobile and mobility industries, major countries are establishing safety standards for autonomous vehicles to support technology development. However, in order to prevent technology development from being hampered by the safety standards for technologies still under development, safety guidelines are applied until the technologies are mature. For example, the safety 'guideline' for level 4 ADS was published in December 2020 by the Ministry of Land, Infrastructure and Transport of Korea, while the safety 'standards' for level 3 ADS was promulgated in December 2019. In this study, the domestic safety guideline for level 4 ADS is analyzed with the guidelines of major advanced countries in terms of safety elements. As it takes a lot of time before the safety standards of level 4 ADS is introduced, it is expected that the safety guideline will be updated several times. As necessary considerations when updating the safety guideline, industry acceptance, harmonization between safety elements, validation methods of system performance, and the user options are discussed.