• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.4
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• pp.760-777
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• 2023

Fashion brands seek guidelines for effective green advertising messages, considering benefit appeals, brand types, and construal level. However, few studies have explored their simultaneous interplay. Thus, the present study conducted an experiment with a 2X2X2 between-subjects design to investigate how brand type and construal level moderate the mediating role of ad-brand congruency between benefit appeals and purchase intention. A total of 245 Millennials and Generation Z participants completed an online survey, and the data were analyzed using SPSS. A significant three-way interaction was revealed. Low-construal-level messages with concrete content showed disparities between aspirational and accessible brands concerning other-benefit appeals: Accessible brands utilizing other-benefit appeals demonstrated higher ad-brand congruency, while aspirational brands had lower ad-brand congruency. Furthermore, within aspirational brands, self-benefit appeals resulted in higher ad-brand congruency than other-benefit appeals. Finally, a moderated mediating effect was discovered, indicating that brand types and construal level moderated the mediating effect of ad-brand congruency between benefit appeals and purchase intention. The mediating effect was prominent in the context of self-benefit appeals, aspirational brands, and low-construal-level messages. This study highlights the intricate dynamics of the three factors in green advertising, providing valuable insights for crafting more targeted green advertisements.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.8
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• pp.1196-1204
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• 2002

This research was to see if the fashion product ads are standardized or differentiated, and to find what were the determinants if any differentiation existed. The purpose of this study was to identify cultural characteristics significant on marketing fashion produce. In addition, the relative importance of product appeals between rational and emotional in the fashion ads was examined. Hofstede's(l991) three cultural characteristics dimensions such as individualism-collectivism, power distance, masculinity-femininity were used. Content analysis was applied in the study. Magazine ads of apparel, cosmetics and accessories were collected from France, Japan, Korea and the US in 1999-2000. Cultural characteristics of the fashion ads were evaluated and compared in terms of country, product type and product involvement. Also ten consumption appeals were examined for county and product type. ANOVA, Duncan test and $X^2$ test were applied to analyze data. The results were shown as follows: First, all the cultural characteristics such as individualism-collectivism, power distance, and femininity-masculinity were different among countries. Second, two product appeals were significantly different among countries. Hedonic appeals were dominant fur France and the US while those were not for Korea and Japan. Third, product involvement level had significant impact on power distance characteristic and product appeals. Ads of high involvement fashion goods showed larger power distance and more emotional appeals. In conclusion, global fashion ads should be differentiated in terms of some cultural characteristics and product appeals.

• Journal of the Korean Society of Costume
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• v.50 no.7
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• pp.59-74
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• 2000

The purposes of this study were to analyse the written clothing described in the magazine (Yea-Won) and then to review the characteristics of advertising and trends of fashion in Korea for last 10 years of 1955-1965 with a new approach to classify the images of fashion. The results of this study were as follows : 1. The characteristics of fashion advertising during this period indicated design appeals, pragmatic appeals, and image appeals. It also represented intermediate status of modern advertising and publication. 2. The trends of fashion market segmentation could be divided into four types: Fashion which considered seasons and time-place-occasion/ Fashion considered ages, occupations, and body conditions/ Fashion focused on materials/ Fashion with enlightenment, 3. The most frequently used colors were black. navy blue, white, and gray, however, it showed varieties from late 1964. Fashion materials used in clothing were kinds of wools, cottons, synthetic and combined materials. 4. Image appeals of fashion trends could be classified as Active-Country and Romantic-Elegance images.

• Proceedings of the Korean Institute Of Construction Engineering and Management
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• 2006.11a
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• pp.259-263
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• 2006

Civil appeals under constructions cause a lot of difficulties of doing construction because of compensations, interruption of works, administrative punishments, etc. So this research focused on the characteristics of civil complaints against constructions by analyzing the causes of civil appeals and treatment conditions classified by year, geography, and breaking time. This research indicates three points. (l) As the level of civil life and consciousness is increased, the number of civil appeals against constructions are tending upwards in view of the results so far achieved by year. (2) Analysis about civil appeals classified by geography shows that the rate of civil affairs in Gang-nam District are higher than that of others.(3) 96% of the civil appeals by breaking time are occurred under the constructions. By predicting and treating of what type of civil appeals are occurred, this research can be used as data which make damage minimized.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.3
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• pp.513-529
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• 2022

Based on the stimulus-organism-response model, this study investigated the effects of three types of green performance appeals (i.e., before-, after-, and before/after-appeals) on consumer word of mouth (WOM) mediated by anticipatory hope. As the degree of consumer susceptibility to advertising varies by individual, individual perceived consumer effectiveness (PCE) was examined as a moderated mediating variable. A total of 191 responses were analyzed using SPSS 27.0 for analysis of variance and PROCESS procedure. Results showed the mediating role of anticipatory hope between advertising appeals and WOM: participants reported greater anticipatory hope when they viewed the advertisement with after- and before/after-appeals. This mediation was moderated by participants' PCE. The effect of green performance appeals on WOM was mediated by participants' anticipatory hope when their PCE was low; however, when participants' PCE was high, the mediation was not significant. The findings show that advertising appeals highlighting the effectiveness of green performance can attract consumers who do not believe that product consumption affects a sustainable environment and spread WOM. This research provides insights to fashion brands by suggesting effective green advertising strategies that can increase consumers' voluntary information-sharing behavior.

• Journal of the Korean Society of Environmental Restoration Technology
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• v.20 no.1
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• pp.25-34
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• 2017

The objective of this study is to seek for improvement measures to make the Ecosystem and Nature Map by analyzing causes for grade changes and distributional characteristics of areas with public objections to the Ecosystem and Nature Map notified by e-official gazette from 2014 to June 2016. The receipt of public appeals has been recently increased from average 23 cases a year(2007-2013) to average 33 cases a year(2014-June 2016) while there were 42 areas with public appeals for less than the minimum area($62,500m^2$) for the evaluation of grade of the Ecosystem and Nature Map. Most of the public appeals focused on the 1st grade zone of the Ecosystem and Nature Map. Before grade changes by public appeals, the 1st grade zone of the Ecosystem and Nature Map were 76.0% of the whole areas with public appeals. However, after grade changes by public appeals, it was rapidly decreased to 25.2%, which means that a lot of the 1st grade zone with public appeals were lowered. In the results of analyzing the distributional characteristics of areas with public appeals, they were mostly distributed in lowland(less than 250m altitude), section with $10{\sim}20^{\circ}$ slope, and areas close to or within 100m from built-up area. Regarding areas with public appeals, the biggest time difference between the period of the existing research by National Ecosystem Survey and the period of notice after completing the treatment of public appeals was 18 years while areas showing 6-15 years of time difference were about 70%. Thus, there were huge differences in time of research and notice. Also, the biggest causes for grade changes were boundary errors caused by small-scale survey, and then followed by changes in evaluation of endangered species and occurrence of built-up area and damaged land. Analyzing areas with public appeals in each evaluation item of the Ecosystem and Nature Map, vegetation part was 73.0%, and endangered species area was 23.1% while topography and wetland was less.

• International Journal of Internet, Broadcasting and Communication
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• v.16 no.2
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• pp.185-192
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• 2024

Both message appeals and individual characteristics can influence the effectiveness of sustainable product promotions. Applying the agency-communion orientation to the advertising message research context, this study examined the interplay between message appeals and agency-communication orientations in impacting purchase intentions. The findings from a 2 (message appeal: self-interest vs. public-interest message) × 2 (motivational orientation: agency vs. communion) experiment revealed a communion-over-agency effect on consumer purchasing decisions for public-interest message appeals. In the self-interest message condition, we found no statistically significant difference in impact between agency and communion on purchase intentions. In short, we contribute to advertising effectiveness research by showing that agency-communion orientations moderate the effect of message appeals. We also explain the practical implications of these findings for effective sustainable communication in advertisements based on individuals' motivational orientations.

• Proceedings of the National Institute of Ecology of the Republic of Korea
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• v.4 no.4
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• pp.141-145
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• 2023

This study surveyed the changes in the proportion of Ecological and Natural Map (ENM) grades in Korea, the distribution ratio of ENM 1st-grade areas by region, and the current status of regional public appeals for the five-year period from 2017 to 2021. The nationwide changes in ENM grades revealed an increase in 1st-grade, 3rd-grade, and separately managed areas but a decrease in the ratio of 2nd-grade areas. Nationwide, Gangwon had the highest distribution ratio of 1st-grade areas, at 46.77%, while Gwangju had the lowest, at 0.05%. In the five-year study period, 383 appeals concerning ENM grades were received and processed. Gangwon had the greatest number of appeals, with 96, while Sejong had the fewest, with 1. A significant correlation was observed between the distribution ratio of 1st-grade areas and public appeals.

• Journal of Ecology and Environment
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• v.48 no.1
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• pp.8-16
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• 2024

The integration and management of various national ecological assessments are essential for the benefit of the public. In the Republic of Korea, the Ecological and Natural Map (ENM) serves as a comprehensive platform that synthesizes the results of national ecosystem surveys into a unified system interface. To provide the current status and characteristics of our policy, we analyzed the ENMs and related appeals from 2014 to 2022. Following their implementation, the ENM Guidelines underwent nine revisions, with most of the revisions pertaining to appeals. Nine public announcements were made regarding the ENM, resulting in a gradual expansion of the conservation area. The data also showed a consistent increasing trend in appeals. Most of the 1st-grade areas in the ENM regions where appeals were filed have significantly decreased. The larger area or the smaller population density of an administrative distinct, the more appeals were filed. Our study presents information regarding the current status of the ENM system. The analysis of the operational direction and indicator trends across the 16-year period since the establishment of the system provides valuable insights for similar systems.

• Journal of Information Technology Services
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• v.16 no.3
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• pp.147-165
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• 2017

Recently, there have been numerous issues about password breaches and it is becoming important for the users to manage their passwords. In practice, the online service provider are asking the online users to change their passwords periodically. However, majority of the users are not changing their passwords regularly, and this can increase the risk of password breach. The purpose of this study is to investigate whether 'fear appeals' and 'message framing' enhance the behavior of changing passwords by the online users. Furthermore, we identify the mechanism on how the behavior of changing passwords is enabled using protection motivation theory. The results of an online experiment show that the online users who are exposed to 'fear appeals' perceived a more vulnerability and severity of password breaches, which in turn, increased the intention of changing their password. In addition, we found that perceived severity of password breaches affect fear positively. Moreover, we found that fear has significant impact on the willingness of changing passwords. Finally, Message framing plays a moderating role between fear and change intentions. That is, in a situation where 'fear appeal' is presented, it means that 'gain framing' is more effective than 'loss framing' These findings suggest that the online service providers may need to use 'fear appeals' to the online users. Security managers can address issues related to the password breaches by carefully designing 'fear appeals'.