• Design Convergence Study
• /
• v.15 no.2
• /
• pp.53-69
• /
• 2016

This paper analyzes the long-run brand Bacchus's TV advertisement narrative, which copes actively with changes in social and cultural circumstances. The paper focuses on the types of narrative and the consequent semantic effects used in the television advertisement of Bacchus. Through this, we aim to investigate the processes of brand strategies and transitions taken by the brand that made it a solid one. In conclusion, the summaries of distinctive meaning and value of long-run brand by examining the narrative of Bacchus in TV ads are as follows. Firstly, the narrative should be reflected in consumer's demands closely associated with changes in social and cultural circumstances. Secondly, a strong brand identity can be built by consistent management of brand image and through the cultivated effects. Lastly, it forms a bond of relationship between socio-cultural context and consumers, and functions as a communication message.

• 한국노년학
• /
• v.32 no.2
• /
• pp.501-512
• /
• 2012

This is the second research to explore the actual condition of the old women prostitutes serving the old men (so-called 'Bacchus Azumma') in qualitative method. For this, 14 old women prostitutes, aged 38~73, were interviewed as research participants: 9 are korean and 4 are korean-chinese and 1 is chinese. The data obtained through the depth interviews were analyzed using a qualitative analytic method. As a result, three types according to the purpose of approach (heavy petting-intent type, intercourse-intent type, and criminal-intent type) and two types according to occupation or not (full-time type and part-time type) are found. The social concerns and measures on Bacchus Azumma are needed.

• Korean journal of communication and information
• /
• v.84
• /
• pp.99-123
• /
• 2017

We analyzed the movie (2016/ directed by J-yong E), which is entangled in politics of gender, age, class, or sexuality, naming as "spaces of Others", using the concepts of heterotopia of Foucault. Foucault addressed three types of spaces: the realistic space where we currently live, the unrealistic and non-existent utopia, and heterotopia, which functions antithetically to reality. Thus, Foucault's heterotopia can be considered to indicate "heterogeneous spaces" in reality. The Bacchus Lady revolves a 65-year old prostitute So-Young, sells her body to old men at the parks in downtown of Seoul. Old prostitute on streets are often referred as "Bacchus Ladies", because suggest the popular energy drink a bottle of Bacchus while selling sex. The movie represents some minorities such as transgender, Tina and madam of the club, G-spot, migrant women like Camila and Aindu, and a amputee, Dohoon. Through these people's bodies, the problems such as imperials, nations, ethnics, gender, age, class are entangled in the movie. The politics of these points work and construct heterotopias in four spaces of Others. First, the spaces which ageing and death are intersected. Second, the spaces of So-Young for prostitutes, Third, the spaces of So-Young's mothering: she adopted her baby to American when he was a infant, so she have felt guilty. Fourth, the spaces for So-young's quasi-family with Minho, a Kopian boy who was abandoned by Korean father, Dohoon, who is a poor amputee, and Tina, who is a transgender singer. Fifth, the spaces of speech of So-Young as the subaltern: the subaltern does not have the language to express its own experiences. In order to listen to the words of subaltern, we must do the task of measuring the silence. This cinematic representation of So-young as the subaltern makes her speak about her situation. Finally, the spaces constructed by the movie can be connected 'heterotopia of crisis', 'heterotopia of deviation' and 'heterotopia of fantasy'. The spaces of the movie represents lives of Others, nevertheless, So-Young's Otherness through spaces of heterotopia was transformed to an absolute Other by patriarchal traits of cinematic narrative.

• 한국노년학
• /
• v.31 no.3
• /
• pp.489-503
• /
• 2011

The purpose of this paper is to explore the actual condition of the old women prostitutes serving the old men (so-called 'Bacchus Azumma') in qualitative research and to suggest the elderly counseling process for the old women prostitutes. For this, 10 old women prostitutes, aged 53~71, were interviewed as research participants. The data obtained through the depth interviews were analyzed using a qualitative analytic method. As a result, four types of the old women prostitutes according to prostitution inducing forms and motives are found: Inducing-Living type, Re-inducing-Living type, Re-inducing-Playing type, Re-inducing-Forced type. It is essential for each traumatized prostitute to be treated according the degrees of their trauma(PTSD) in the elderly counseling.

• The monthly packaging world
• /
• s.89
• /
• pp.162-165
• /
• 2000

우리나라의 대표적 장수상품인 박카스의 첫 생산시기는 1960년 9월이다. 20세기 중엽부터 21세기인 오늘날까지 박카스는 동종 음료 최고의 자리를 지키고 있다. 한 상품이 반세기이상 지속 출시되기까지는 여러 가지 요인이 있다. 여기에서는 박카스 패키지 디자인을 중심으로 장수하게 된 원인을 분석해 보았다.

• The Journal of the Korea Contents Association
• /
• v.17 no.3
• /
• pp.643-653
• /
• 2017

The purpose of this study is to analyze the influence of Trans Media Brand Experience on Brand Image, Brand Preference, and Purchase Intent. Trans Media experience refers the act of enjoying contents by crossing a number of different media. With the advance of digital convergence, brand experience communication has become more diverse. This study focuses on one particular Trans Media case, Bacchus Self-Scanner by using Smart PLS to analyze 119 participants on a structural equation model. The result shows that 1) brand experience has a positive impact(+) on brand image and purchase intent, 2) brand image has a positive impact(+) on Brand Preference and Purchase Intent, and 3) Brand Preference has a positive impact(+) on Purchase Intent. As the result shows, the empirical proof that Brand Experience affects not only the indirect-effect of Brand Image and Brand Preference but also Purchase Intent as the direct-effect, and that Brand Image can affect Brand Preference and Purchase Intent, will serve as strategic implications for Brand Experience and Brand Image.

• YAKHAK HOEJI
• /
• v.60 no.3
• /
• pp.146-153
• /
• 2016

Over-the-counter (OTC) drugs refer to medicines that are generally safe when used according to the product label. We aimed to assess and reflect upon changes in perception of health and health-related demands by decades in Korea according to the consumption and sales trends of OTC drugs. This study was conducted by literature search on the production and sale rankings of OTC drug market in Korea. Changes in the OTC drug market were analyzed and organized by decades to evaluate changes in drug demands and the influence of national and societal factors. There was a specific trend in the most popular drugs by decades. In the 1950s, drugs of top necessity were antibiotics and helminthics. In the 1960s, the pharmaceutical industry quickly grew and invigorators, such as Bacchus$^{(R)}$, Alps$^{(R)}$, Aronamin$^{(R)}$, were top manufactured drugs. Popularity of these invigorating drinks and vitamin products continued until the 1990s. In 1990s, sales of topical nonsteroidal anti-inflammatory drugs (Ketotop Plaster$^{(R)}$, Trast Patch$^{(R)}$), and in 2000s, gum disease medicine (Insadol$^{(R)}$) and liver and intestine supplement (Ursa$^{(R)}$) were prominent. However, after the separation of prescribing and dispensing in 2000, the sales of OTC drugs decreased dramatically from 58.7% of the total market share in 1990s to 39.6% in 2000 and this trend has continued. In 2012, thirteen OTC drugs were allowed to be sold in convenience stores, and as the sales of health functional foods have been expanding beyond pharmacies, sales of invigorators and nutritional supplements in pharmacies have continued to decrease. As government's drug expenditure will continue to grow, reclassification of OTC drugs based on established safety information and deliberate team efforts on continued development of OTC drugs to meet the health demands of Koreans are required by the healthcare professionals, pharmaceutical industries, and the government.

• The Journal of the Korea Contents Association
• /
• v.19 no.3
• /
• pp.61-71
• /
• 2019

Due to the limit of the time length of advertisement, facial expressions among the types of nonverbal communication are much more expressive and convincing to appeal to costumers. The purpose of this paper is not only to investigate how facial expressions are portrayed but also to examine how facial expressions convey emotion in TV advertisements. Research subjects are TV advertisements of and which had the wide range of popularity for customer known as one of the most touching commercials. The research method is Facial Action Coding System based on the theoretical perspective of a discrete emotions and designed to measure specific facial muscle movements. This research is to analyse the implications of facial expressions in the both TV ads by using FACS based on Psychology as well as anatomy. From the all the result of this, it is shown that the facial expressions portrayed with the conflict of emotional states and the dramatic emotional relief of the heroin could move more customers' emotions.

• Journal of dental hygiene science
• /
• v.20 no.1
• /
• pp.9-15
• /
• 2020

Background: Although the consumption of vitamin beverages has increased because of the recent interest in health and beauty, guidelines addressing appropriate consumption habits are lacking. Thus, the aim of this study was to investigate the erosive potential of several vitamin beverages and to propose guidelines for the appropriate intake of these drinks. Methods: Five vitamin beverages were selected after a pre-investigation of the current beverage market. Coca-Cola and mineral water were selected as the control beverages. The pH of the beverages was measured with a calibrated pH meter, and the titratable acidity (TA) was determined by using 1 M sodium hydroxide to reach pH 5.5 (TA5.5) and 7.0 (TA7.0). The screening method suggested by the International Organization for Standardization was used to measure pH variation (ΔpH) by using an under-saturated hydroxyapatite solution to determine the difference between the initial and final pH of the screening solution. All measurements were performed in triplicate. Results: All vitamin beverages tested in this study exhibited a low pH (2.53~2.99), similar to Coca-Cola, which is known to be a highly acidic beverage. The highest TA5.5 and TA7.0 values of the vitamin beverages were 7.03 ml and 8.81 ml, respectively. The largest change in pH determined by using the screening solution was found in Bacchus D (ΔpH 1.44±0.05). The mean ΔpH of the vitamin beverages was 1.12±0.29, which was higher than that of Coca-Cola (positive control, ΔpH 0.58±0.05). Conclusion: Vitamin beverages exhibited an erosive potential capable of damaging enamel surfaces. Therefore, the frequency of vitamin beverage intake should be limited, and individuals consuming these drinks should try to restore normal oral pH as quickly as possible.

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