• The Journal of the Korea Contents Association
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• v.19 no.8
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• pp.345-358
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• 2019

In this study, we wanted to identify the level of ad avoidance, type of ad avoidance and predictors that affect ad avoidance according to mobile ad formats. A survey was conducted on users who had experienced mobile ads and a total of 276 responses were used for the analysis. Studies showed that push ad had the highest level of avoidance. In addition, when looking at the type of ad avoidance, the highest ad avoidance type was immediate ad avoidance in all established ad formats and the lowest ad avoidance type was prior ad avoidance. The results of predicting ad avoidance showed that among 11 independent variables, perceived intrusive variable had a positive (+) effect in all ad formats except push ad and attitude toward mobile ad variable had a negative (-) effect in the push ad. This study is meaningful in that it was a comprehensive comparative analysis by subdividing the advertising formats implemented in mobile. This study is also meaningful in that studying how ad avoidance levels and avoidance types differed accordingly and what were the variables that affect ad avoidance. It also had the practical significance that could help establish an efficient ad execution strategy that reflected the characteristics of mobile devices.

• Journal of Korea Entertainment Industry Association
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• v.14 no.6
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• pp.61-76
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• 2020

As the media environment changes rapidly, the size of the online advertising market is growing rapidly. However, consumer's trustfulness in online advertising is much lower than that of old media, and there is also a phenomenon of advertising avoidance. Thus, in this study, advertising skepticism, advertising appeals, involvement, and FCB Grid theory were used to provide Youtube and advertisers with implications for advertising strategies. It was intended to provide a way to lower consumer advertising avoidance. As a result of Research 1, consumers with high advertising avoidance showed low advertising attitudes, brand attitudes, and attitudes toward products. In addition, there was no difference in gender, and when the frequency of online video viewing decreased and the age increased, advertising avoidance increased. Research 2 shows that consumers with high levels of advertising skepticism showed a high level of advertising attitude when the level of involvement was low and transformational appeal was high. In the FCB Grid model, consumers with high levels of advertising skepticism are found to be suitable for transformational appeal advertising. These results mean that Youtube and advertisers should think important about advertising skepticism, which is the cause of advertising avoidance, and that consumers with high levels of advertising skepticism should be presented with advertisements suitable for each type of product in the online advertising market.

• Journal of Ginseng Research
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• v.39 no.2
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• pp.116-124
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• 2015

Background: Ginseng, the root of Panax ginseng (PG), is used widely as a herbal medicine to prevent and treat various diseases. Panax ginseng has pharmacological effects on neurodegenerative diseases such as Alzheimer's disease (AD). The present study evaluated the neuroprotective effects of PG and its possible neuroprotective mechanisms in advanced glycation end product (AGE)-induced AD in a rat model. Methods: Advanced glycation end products were injected bilaterally into the CA3 region of the rats' brains. The Morris water maze test and step-down type passive avoidance test were performed to evaluate their memory and cognitive abilities. The oxidation indexes in the hippocampus were detected. Immunohistochemistry was conducted to visualize the receptors for advanced glycation end products (RAGEs) and nuclear factor-kappa-light-chain-enhancer of activated B cell (NF-${\kappa}B$). Results: Behavioral results showed that PG (1 g/kg, 0.5 g/kg, and 0.25 g/kg) significantly shortened the escape latency, remarkably increased the number of crossing times, significantly decreased the number of errors, and prolonged the latency in rats with AGE-induced AD. Panax ginseng also significantly reduced the malondialdehyde level, increased the glutathione content, and increased superoxide dismutase activity in the hippocampus. Panax ginseng significantly decreased the expression of RAGE and NF-${\kappa}B$. The blockade of anti-RAGE antibody could significantly reduce AGE-induced impairments and regulate these expressions. Conclusion: Our results demonstrated that PG significantly inhibits AGE-induced memory impairment and attenuates Alzheimer-like pathophysiological changes. These neuroprotective effects of PG may be associated with the RAGE/NF-${\kappa}B$ pathway. Our results provided the experimental basis for applying PG in preventing and treating AD.

• Journal of the Korean Data and Information Science Society
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• v.22 no.6
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• pp.1153-1166
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• 2011

Detecting misbehavior in vehicular ad-hoc networks is very important problem with wide range of implications including safety related and congestion avoidance applications. Most misbehavior detection schemes are concerned with detection of malicious nodes. In most situations, vehicles would send wrong information because of selfish reasons of their owners. Because of rational behavior, it is more important to detect false information than to identify misbehaving nodes. In this paper, we propose the variable precision rough sets based misbehavior detection scheme which detects false alert message and misbehaving nodes by observing their action after sending out the alert messages. In the proposed scheme, the alert information system, alert profile is constructed from valid actions of moving nodes in vehicular ad-hoc networks. Once a moving vehicle receives an alert message from another vehicle, it finds out the alert type from the alert message. When the vehicle later receives a beacon from alert raised vehicle after an elapse of time, then it computes the relative classification error by using variable precision rough sets from the alert information system. If the relative classification error is lager than the maximum allowable relative classification error of the alert type, the vehicle decides the message as false alert message. Th performance of the proposed scheme is evaluated as two metrics: correct ratio and incorrect ratio through a simulation.