• The Journal of the Korea Contents Association
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• v.6 no.11
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• pp.190-201
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• 2006

A Study on the Effect of Metaphor in Public Service Advertising. The study carried out a positivistic research on university students with a view to contributing to the building of a metaphoric ad strategy by analyzing the effect of metaphoric expressions in public service advertising, which showed the following: First, the metaphoric ads using positive approach and indirect copy were effective for heightened emotional attitude of viewers. Second, the metaphoric ads using positive approach and indirect copy were effective for heightened source credibility, which was further heightened when the two were simultaneously used. Third, the metaphoric ads using positive approach and indirect copy were effective for heightened design preference, and the design preference became even preferable when the two were simultaneously used. Fourth, the metaphoric ads using indirect copy were effective for behavioral intention. The study suggested that the strategy of adopting metaphoric ads with indirect copy of positive approach was quite useful in strengthening the effect of public service advertising.

• Child Health Nursing Research
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• v.8 no.4
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• pp.469-481
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• 2002

The purpose of this study was to explore the parents and child relationship in traditional Korean society through the Korean classic novels. The Data were analyzed through latent content analysis in focusing on the parents and child relationship. Forty-six Korean classic novels written in Chosun Dynasty (from 1392 to 1910 AD) were chosen to analyze and they were represented the characteristic Confucian ideas. The sentences containing the expression of child-care and parent-child relationship were selected during intensive reading line by line and analyzed. Sixty-nine meaningful concepts were drawn out from 258 significant sentences by the similar meaning and common theme and classified as 3 categories and 11 sub-categories. The important parent-child relationship expressed in Korean traditional society were as follows: From the category of the Meaning of Child, 4 sub-categories were drawn; gift of heaven, successor of the family line, driving power of life, and rewards from the offspring. From the category of attitude to the child, 3 sub-categories were drawn; a notion of preferring a son to a daughter, close maternal-child relation, and expectation to the future of child. From the category of nurturing behavior, 4 subjects were drawn; Tae-Gyo(fetal education), affective behavior, socialization, and health management behavior. Above result helps to improve the basic understanding the relationship of parent and child in modern society. And by the understanding of child in the family, unhealthy relationship of parent and child can be prevented and furthermore family centered child health promotion can be achieved.

• Korean Business Review
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• v.13
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• pp.67-87
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• 2000

There has been remarkable growth in the study of the role played by affect in advertising in the past 16 year. The research of the role in advertising has studied in different perspectives, provide guidelines for practicers. But the evidence of these research have limits to service advertising creative strategy, because of no integrated framework. The goal is to provide broad assessment and insight of the role played by affect in advertising from academic literature. This article are discussed the concept relating affect, the type of advertising appeal, affect and context effects, affect and individual different in reponses, affect and attitude toward the ad in advertising. Finally, from a critical analysis of state knowledge, this article suggested 5 directions for future research in the recommended areas.

• Asia Marketing Journal
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• v.9 no.2
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• pp.1-21
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• 2007

This research investigates the role of causal inferences about the endorser's motivation - specifically, dispositional versus situational attributions - and their impact on persuasion of noncelebrity testimonial advertisements. Based on the correspondent inference theory and the relevant literature, it is posited that consumers will generate predictable patterns of attributional responses to testimonial messages, which in turn will influence ad and brand evaluations. An experiment with 335 consumer panelists, after a pilot experiment with the college student sample, has been conducted. Results suggest the greater impact of dispositional attributions than situational attributions on persuasion of noncelebrity testimonial messages and general evocations of situational attributions regardless of the levels of endorser credibility and dispositional attributions. On the basis of the findings from this study, theoretical and practical implications are discussed, as are directions for future research.

• Journal of Satellite, Information and Communications
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• v.1 no.2
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• pp.95-100
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• 2006

The COMS(Communication, Ocean and Meteorological Satellite) EPS(Electrical Power Subsystem) is derived from an enhanced Eurostar 3000 version. Eurostar 3000 EpS is fully autonomous operation in nominal conditions or in the event of a failure and provides a high level of reconfigure capability. This paper introduces the COMS EPS preliminary design result. COMS EPS consists of a battery, a solar arrat wing, a PSR(Power Supply Regulator), a PRU(Pyrotechnic Unit), a SDAM(Solar Array Drive Mechanism) and relay and fuse brackets. COMS EPS can offer a bus power capability of 3 kW. The solar array is made of a deployable wing with two panels. One type fo solar cells is selected ad GaAs/Ge triple junction cells. Li-ion battery is base lined with ten series cell module of five cells in parallel. PSR associated to battery and solar array wing generates a power bus fully regulated at 50 V. Power bus os centralized protection and distribution by relay and fuse brackets. PRU provides power for firing actuarors devices. The solar array wing is rotated by the SADM under control of the attitude orbit control subsystem. The control and monitoring of the EPS, especially of the battery, is performed by the PSR in combination with the on-board software.

• Science of Emotion and Sensibility
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• v.15 no.4
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• pp.489-502
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• 2012

Storytelling advertising is one of the most popular ad types in marketing field. However, there has been little attention to storytelling ads in consumer and advertising research. To examine the effectiveness of different types of advertising, this study collected 9 commertial ads, which consisted of 3 advertising types(storytelling, informative, image) ${\times}$ 3 products(digital camera, coffee, health drink). We investigated the differences in emotions after ads and arousal level, as well as the advertising effectiveness among the three types of advertising. Preliminary analysis revealed that the emotions after ads could classified into two distinct emotion types, affective emotions and cognitive emotions, and we used the two emotion types as emotions after ads to simplify the results. The results indicate that the storytelling ads are more effective than the image ads, but this power of storytelling ads may not be found in the comparison with informative ads. It is also found that storytelling ads can help form a more positive attitude for males than for females, whereas image ads can have an more impact on females than males. In addition, it can be proposed that affective emotions after ads may play an important role in the effectiveness of advertising types, but the interaction effects of advertising types and gender may depend on the cognitive emotions after ads.

• Journal of the Korean Society of Fisheries and Ocean Technology
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• v.22 no.4
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• pp.49-55
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• 1986

The authors carried out an experiment to determine the horizontal opening of the mid water trawl gear, which is the same as was used in the foreward experiment concerned to the attitude and opening efficiency of otter board. The trawl net .used in the experiment was designed to have a square sectional four-seamed body with two three-sepenlted wings. Each wing tip was rigged with a net pendant of 70 m long and the fore ends of the pendants were directly jointed to the otter pendant without inserting hand rope, and a front weight of 200 kg weigh was rigged with in front of the lowest wing tip. To determine the opening between otter boards ani between wing tips, two 50 KHz fish finders were set sideways on the otter board and on the port middle wing tip so as to detect the distance froa the finders to the starboard otter board and to the wing tip respectively, and the informations were transmitted to the indicators onboard the ship through water-tight cables. The results obtained can be summarized as follows: 1. The openings between otter borads were 43-45 m in case of the warp 100 m, 53-55 m in the war;> 150 m and 54-59 m in the warp 200 m. It was increased in linear according to the increase of towin; speed in the range of 1. 1-1. 8 mlscc. 2. The determined values of the openings between otter boards were greater than the estimated values. which were calculated by the opening between warps at the gallows of the ship and the length of tt~ warp, assuming that the warps from the top rollers to the otter boards were straight. The rates of the determined values to the estimated values were 1. 23-11. 0 in case of the warp 100 m, 1. 23-1. 12 in the warp 150 m and 1. 23-1. 15 in the warp 200 m respectively. The rates were almost the same at the slow towing speed of 1. 3 mlscc or so, then the higher the speed, the less the rate, and the longer the warp, the greater the rate. 3. The rates of the openings between otter boards to the total length of net pendant and the net (excluded cod end) showed 43-43% in case of the warp 150-200 m. It was a little smaller than th~ standard. which is 50%. in the common bottom trawl. 4. The determined openings between wing tips were 18-19 m in case of the warp 100m, 21-22 m in the warp 150 rn, They showed that the higher the speed, the greater the openings even though its range was no more than 1 m or so. 5. The rates of openings between otter boards to th~ openings betwee:l wing tips were almost invariably 38%. 6. The rates of openigs b2tween otter boards to the lenth of h~ad rope were 60-65% in cas': of th~ warp lOa-150m. It were much larg2r than th~ standard. which is 50%. in the common botto:n trawl.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.18 no.3
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• pp.306-311
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• 2017

This paper deals with the design optimization of the kinematic characteristics of an automotive suspension system. The kinematic characteristics of the suspension determine the attitude of the wheels, such as the toe and camber, which not only relates to tire wear during driving, but also greatly affects the control of the vehicle and its stability, which corresponds to the motion performance of the vehicle. Therefore, it is very important to determine the characteristics of the suspension mechanism at the initial stage of the design. In this study, a displacement analysis is performed to determine the kinematic properties of the suspension for the McPherson strut suspension. For this purpose, a set of constraint equations for the joints constituting the suspension mechanism was established and a program was developed to solve them. We also used ADS, a design optimization program, to obtain the desired kinematic characteristics of the suspension. As the design variables for optimization, we used the coordinates of the hard points, which are the points of attachment of the suspension to the vehicle body, and are defined as the summation of the toe-in for the up and down movement of the wheel as the objective function. As the constraint functions, the maximum camber angle and minimum roll center height, which are design requirements, are considered. As a result of this study, it was possible to determine the optimal locations of the hard points that satisfy both constraint functions and minimize the change of the toe-in.

• KOMUNHWA
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• no.68
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• pp.59-75
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• 2006

At the beginning of the 21st century with taking a serious view of the harmony between human and nature, and of keeping an ecological balance, China has tried to reduce the gap in economy between rural districts and the urban city, and to carry out the policies for establishing a harmonious socialism through full-scale cooperation and continuous developments. And in order to preserve their traditional culture and to keep the historical legitimacy of People's Republic of China against urgent economical changes since the reform and openness, China has stressed the importance of training patriotic attitude on their cultural heritages. Thus the Chinese museums started to recognize more ad more the importance of social education as well as their functions of preserving the cultural property and of exhibiting it. And with them they have turned their attentions to an Ecomuseum, a new type of a museum. The ecomuseum in China was first established at a remote place between mountains where the ethnic minority inhabited. This was because of the feeling of some crises on culture native to the minority, followed by the process of China's Western Region Development. And it was recognized that they should participate actively in creating the cultural demand of the minority and in establishing a harmonious society with improving economic condition. Therefore in order to activate the ecomuseum it is localized and sinicized little by little through strengthening the management of cultural heritages of the minority.

• The Journal of the Korea Contents Association
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• v.12 no.11
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• pp.76-87
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• 2012

This study examined Korean and the U.S.A..'s television anti-smoking advertisements that were coined to discourage adults and teens smoking. A content analysis of 71 television advertisements listed in the "Smoking Guidance Program" operated by Korea Health Promotion Foundation. This study evaluated to detect whether the advertising content reflected core health communication theories such as health belief model, theory of reasoned action, and social cognitive theory used in the designing of anti-smoking ad message to change behavior and attitudes toward smoking unfavorably. The results showed that Korean anti-smoking ads mostly relied on social norm messages, followed by smoking attitude. The message of modeling and self-efficacy was least used; while, the U.S.A. ads focused more on modeling and self efficacy. This difference comes from the cultural difference. Namely, Korea focused more on collectivism rather than individualism. The anti-smoking ads of Korea and the U.S.A. most frequently adopted horror and humor rather than sadness, no appeal, and angry. The ads targeted more on adults rather than teens. The research identifies the types of advertisements that are most likely to utilized and underutilize in the Korea and U.S.A. anti-smoking ads and contribute to further understandings of anti-smoking ads theoretically.