• 한국의류학회지
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• 제33권6호
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• pp.929-937
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• 2009

본 논문은 성적소구의 패션 POP 광고맥락에서 노출유형과 할인율 메시지 사용에 따른 커뮤니케이션 효과의 차이를 규명하는 데에 목적이 있다. 이를 위해 성적소구유형(완전노출, 반노출, 밀착, 비노출)과 할인율 메시지(유/무)를 집단간 조건으로 상정하고, $4\times2$ 요인설계로 각 조건에 35명씩 무작위로 할당하여 총 280명의 남녀 대학생을 대상으로 실험을 실시하였다. 그 결과, 성적소구 패션 POP 광고의 노출유형에 따라 광고감정, 광고태도, 브랜드 태도에 있어 유의한 차이가 있는 것으로 나타난 반면, 할인율 메시지 적용 유무에 따라서는 유의한 차이가 없는 것으로 나타났다. 또한, 광고인지에서 노출유형과 할인율 메시지 사용에 따른 상호작용 효과가 있는 것으로 나타났다. 본 연구는 실제 패션매장의 매출액 제고를 위한 성적소구 패션 POP 광고의 유형과 성적소구 패션 POP 광고에서의 할인율 메시지의 적용 여부에 대해 전략적 시사점을 제공하고 있다.

• 한국융합학회논문지
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• 제11권10호
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• pp.207-212
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• 2020

본 연구는 소비자의 호기심을 자극하는 성적소구 광고 중에서 특히 주관적으로 해석하기 쉬운 소주광고 이미지를 AOI(area of interest) 3영역(얼굴, 몸매, 제품)으로 설정하여 심리 생리학적 지표 중 하나인 아이트래킹을 통해 검증하였다. 분석결과, 광고모델의 시각적 주의, 즉 관심도가 몸매보다는 얼굴에서 높게 나타났다. 남자가 여자보다 몸매에 관심도가 높을 거라는 예측과는 달리 남녀 모두 몸매보다는 얼굴에 관심도가 높은 것으로 나타났다. 또한, 제품에 대한 재인과 회상은 유의하지 않음을 도출하였다. 본 연구는 성적소구 광고에 대한 남녀 소비자들의 시선의 응시점과 응시시간 등의 시각적 주의의 패턴을 살펴보았다는 점에서 의의를 가지며 소주광고 이미지가 나아가야 할 표현방식과 나아가 적절한 마케팅 방향을 제시함으로써 소주광고 이미지에 긍정적인 영향을 가져다주길 기대한다.

• 한국콘텐츠학회논문지
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• 제9권8호
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• pp.219-230
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• 2009

본 연구는 한국과 일본의 신문광고가 사용하고 있는 광고소구는 구체적으로 어떻게 다른지에 대해 주목하고 있다. 본 연구에서는 광고가 문화의 반영물이라는 기본적인 가정 아래 한 일 두 나라의 광고를 비교 하였다. 실증연구에서는 한국과 일본의 신문광고를 내용분석이라는 연구방법을 통해 비교분석을 실시했다. 본 연구에서는 한국과 일본의 중앙지에 게재된 광고 411개(한국 209개, 일본 202개)를 대상으로 내용분석을 실시했다. 분석결과 한국과 일본 양국의 신문광고가 사용하는 광고소구는 통계적으로 유의한 차이가 있는 것으로 입증됐다. 이는 한국과 일본 양국의 문화의 차이에 기인한 것으로 해석될 수 있다. 앞으로 광고의 크리에이티브 전략, 매체 전략 등 다양한 분야에서의 한 일간 후속연구가 실시돼야 할 것으로 보인다.

• 한국중재학회지:중재연구
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• 제26권1호
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• pp.29-51
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• 2016

This paper reviews the Supreme Court decision of the United Kingdom in Jivraj v. Hashwani (2011) concerning the employment issue of arbitrators, falling within the exception of genuine occupational requirement under the Employment Equality (Religion or Belief) Regulations 2003, and nationality of arbitrators. In 2011, the Supreme Court of the United Kingdom delivered its judgment in Jivraj v. Hashwani, unanimously overturning decision of the English Court of Appeal. The facts of this case and the decision of the Court of Appeal have been widely discussed. The decision of the Supreme Court has been met with approval within the international arbitration community in London, having restored the legal position to that prior to the Court of Appeal's ruling. Thus, the Supreme Court unanimously overturned the Court of Appeal's finding that arbitrators are the employees of the arbitrating parties. Arbitrators were held to be genuinely self-employed, and therefore outside the scope of the Regulations or Equality Act(2010). As such, the anti-discrimination provisions are not applicable to the selection, engagement or appointment of arbitrators. Most importantly, the Supreme Court's finding that arbitrators are not employees removes the possibility of challenges to arbitration agreements on the grounds that they are in breach of the Equality Act. As a practical matter, parties no longer need to consider carving out nationality provisions when drafting arbitration agreements.

• Journal of Information Technology Applications and Management
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• 제24권2호
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• pp.39-54
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• 2017

At present, various technologies are rapidly advancing, centering on the concept of virtuality. From the technology of virtual reality, which allows us to experience the senses as if they existed, to the technology of augmented reality, which provides new information or services based on reality, they are no longer strange things for ourselves because we experience them every day and night. Even though the concept of virtual is very familiar in terms of technology, it is not known how individuals accept the concept of virtuality, how they change our way of thinking, and how their behavior changes. This study aims to approach virtuality perceived by the individual from the viewpoint of individual's information processing. Virtuality is defined as the degree to which the situation facing an individual is far from actual reality. An individual can judge the degree of virtuality easily, which is considered to be a psychological distance which is an important factor in personal information processing. In this study, we have confirmed whether the argument is applied to the real world in the context of advertisement. According to the construal level theory, when an individual feels virtuality at a high level, the individual thinks that the situation they are facing is psychologically distant and accordingly has a high level construal. Therefore, it is more influenced by 'advertisement emphasizing symbolic appeal' which is matching with higher level. On the other hand, when an individual feels a low level of virtuality, the individual thinks that the situation they are facing is psychologically near and thus has a low level construal. Therefore, respondents are more sensitive to functional appeal, which is related to lower level. This study has the theoretical contribution in terms that the degree of virtuality affects the psychological distance of the individual. In addition, the results of this study have practical contribution in terms of being able to be actively used in the information delivery strategy centered on the advertisement.

• 한국조리학회지
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• 제23권6호
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• pp.99-109
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• 2017

This study aims to investigate the impacts of marketing motive (public- vs. firm-interest) and ad appeal (soft- vs. hard-sell) types on consumers' ad attitudes and behavioral intention in hotels' green advertising. From 711 US respondents, a multivariate analysis of covariance (MANCOVA) was employed to test main effects of marketing motive and ad appeal types on ad recipients' affective and cognitive ad attitudes, while controlling their environmental consciousness. Further, the study conducted a multiple regressions analysis to examine the influence of ad attitudes on respondents' intention to visit the hotel. The study found that a public-serving claim can yield more positive affective ad attitude than a firm-interested claim, regardless of ad image type (soft- or hard-sell image). The result also revealed that a soft-sell ad image can elicit more positive affective ad attitude than a hard-sell one. On the other hand, the study showed that consumers' affective and cognitive ad attitudes are significant predictors of behavioral intention (i.e., visit intention). The study provided theoretical and managerial implications for hospitality researchers and hotel marketers to effectively design hotels' green advertising to ultimately increase consumers' visit intention.

• 동아시아식생활학회지
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• 제18권2호
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• pp.172-180
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• 2008

The purpose of this study was to measure the causal relationships among food involvement, health, mood, convenience, sensory appeal, weight control, and fruit consumption. A total of 290 questionnaires were completed. A structural equation model was used to measure the causal effects of the constructs, and the structural analysis results for the data indicated an excellent model fit. The effects of food involvement on health, mood, convenience, sensory appeal, weight control, and fruit consumption were statistically significant. As expected, health, mood, and weight control had significant effects on fruit consumption. Moreover, food involvement had a significant indirect effect on fruit consumption through health, mood, convenience, sensory appeal and weight control. For the future development and testing of conceptual models that integrate the relationships among personality traits, food choice motives, and fruit consumption, this study may approach a deeper understanding of the complex relationships among fruit consumption behavior-related variables. Greater understanding of these complex relationships can improve the managerial diagnosis of the problem and opportunities for different marketing strategies, including fruit production and fruit product development and marketing communications.

• 대한가정학회지
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• 제39권9호
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• pp.95-102
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• 2001

The Effects of Self-Esteem and Sociocultural Attitude toward Appearance on Clothing Behavior. The purpose of this study was to investigate to relation between self-esteem and sociocultural attitude toward appearance and clothing behavior i.e. individuality/self expression, body improvement, social approval, sex appeal. Measurements were included Rosenberg's self-esteem, Thompson's sociocultural attitude toward appearance questionnaire and clothing behavior. The data were collected from 498 female university students in Seoul and Kyongki Province. The collection works were undertaken between the 15th of June and 30th of June, 2001, The data were analyzed using factor analysis, reliability test, analysis of variance, and multiple regression analysis. The results of this study were as follows : 1) Three dimensions of sociocultural attitude toward appearance were identified: internalization, social awareness, and concrete awareness. 2) Self-esteem and internalization of sociocultural attitude toward appearance had an effect on clothing behavior i.e. individuality/self expression, body improvement, social approval and sex appeal. Social awareness of sociocultural attitude toward appearance had an effect on body improvement, social approval, and sex appeal.

• 한국의상디자인학회지
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• 제12권3호
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• pp.133-143
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• 2010

The purpose of this study was to investigate the clothing image according to gender, coloration of chromatic and achromatic color, and interval of checked pattern. The experimental materials developed for this study were a set of stimulus and response scales. The stimuli were 16 color pictures, in which the gender(male, female), interval(0.5cm, 1.5cm, 3.5cm, 5.5cm), and coloration(WR: white+red, WY: white+yellow, WB: white+Blue, WP: white+purple) were manipulated. The 7-point scale was used for evaluation of clothing image. Data were obtained from 192 male college students and 192 female college students living in Seoul, Gwangju, Daegu, Jinju, and Changwon on March 2010. For data analysis, ANOVA and Duncan-test were used by using SPSS program. Results of this study were as follows.; Clothing image according to coloration of chromatic and achromatic color, and interval of checked pattern consisted of six dimensions of attractiveness, appeal, activity, freshness, modesty, and cuteness. Gender showed an independent effect on attractiveness, appeal, activity, freshness, and cuteness. Interval showed an independent effect on attractiveness. Coloration showed an independent effect on appeal, activity, freshness, modesty, and cuteness. Also, interaction effects of gender and coloration on freshness and cuteness were found.

• 한국의상디자인학회지
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• 제12권3호
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• pp.33-42
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• 2010

The purpose of this study was to investigate the effect of hue, tone, and necktie width on men's wear image. The experimental materials developed for this study were a set of stimulus and response scales. The stimuli were 12 color pictures, in which the hue(red, blue), tone(lt-shirt/dk-tie, dk-shirt/lt-tie), and necktie width(narrow, medium, width) were manipulated. The 7-point scale was used for evaluation of men's wear image. The subjects of this research were 120 female college students living in Seoul, Gwangju, Jinju, and Masan. The investigation was carried out at April-May 2009. The data were analyzed by using SPSS program. Analysis methods were ANOVA and Duncan-test. The results of this study were as follows.; The analyses of men's wear image according to hue, tone, and necktie width revealed that the concerned factors are four characteristic dimensions of ability-elegance, attractiveness, appeal-activity, and warmness. Hue showed an independent effect on ability-elegance, appeal-activity, and warmness. Tone showed an independent effect on warmness. Necktie width showed an independent effect on appeal-activity. In addition, interaction effects of hue and tone on ability-elegance were found. Interaction effects of hue and necktie width on ability-elegance and attractiveness were found.