• Title/Summary/Keyword: Brand Architecture

Search Result 78, Processing Time 0.029 seconds

View-oriented and Green Marketing Characteristics of Apartment Advertisements on Newspapers (신문 아파트광고에 나타난 조망지향성과 그린마케팅의 속성)

  • Rho, Jae-Hyun;Kim, Ok-Kyung
    • Journal of the Korean Institute of Landscape Architecture
    • /
    • v.34 no.6 s.119
    • /
    • pp.87-100
    • /
    • 2007
  • This study analyzed the key words in Korea's leading apartment brands and newspaper advertisements to examine especially their view-oriented advertising characteristics and green marketing properties. Four study topics were established and examined for this purpose. The following are the results; 1. The key words on apartment brands and catch phrases are $\ulcorner$emotion-oriented$\lrcorner$ words, such as taste, pride, and happiness, and $\ulcorner$environment-oriented$\lrcorner$ to appeal to customers with beautiful views of the nature. Also key words on newspaper advertisement headlines stress views for $\ulcorner$environment-oriented$\lrcorner$ characteristics as well as $\ulcorner$emotion-oriented$\lrcorner$ characteristics for elegance and luxury, and $\ulcorner$function-oriented$\lrcorner$ characteristics for the future. Views, nature and park are key words and everything about illustration that are especially emphasized even on the headlines of newspaper advertisements. 2. Unlike brands or headlines, sub-headlines and body copies stress $\ulcorner$modern-oriented$\lrcorner$ characteristics for life, culture, and accessibility, followed by $\ulcorner$emotion-oriented$\lrcorner$ characteristics. Key words on caption were also highly $\ulcorner$modern-oriented$\lrcorner$, followed by $\ulcorner$environment-oriented$\lrcorner$ and $\ulcorner$function-oriented$\lrcorner$ characteristics for practical aspects. 3. In result of $X^2-test$, $\ulcorner$environment-oriented$\lrcorner$ key words that convey good views, naturalism, parks, and nature are the major representation of green marketing strategies of apartment brands and newspaper advertisements. However, brands were strongly $\ulcorner$emotion-oriented$\lrcorner$, whereas captions were $\ulcorner$modern-oriented$\lrcorner$ and body copies were $\ulcorner$investment-oriented$\lrcorner$. Both apartment brands and advertisements were consistently $\ulcorner$environment-oriented$\lrcorner$, but were not consistent in other factors. 4. Different parts of newspaper advertisements are focusing on green marketing strategies in terms of environmental protection, but are actually leaning toward modern-oriented lifestyles and accessibility. Thus, it is more well-being marketing rather than green marketing. To pursue true green marketing despite the limits of newspaper advertisements, it is necessary to present products and pricing strategies that represent sustainable.

A Study on the Landscape plan to the Cheongdo Saemaeul Movement Memorial Park (청도새마을운동 기념공원 기본계획)

  • Kwon, Jin Wook;Park, Chan Yong
    • Journal of Korean Society of Rural Planning
    • /
    • v.20 no.3
    • /
    • pp.179-189
    • /
    • 2014
  • The Saemaeul Movement, which is the representative national campaign of Korea aimed at the development of local communities, has drawn a great deal of attention from home and abroad and formed an element of Korea's national brand since 2000. Accordingly, this research was conducted for the purpose of constructing a memorial park in Shindo Village, Cheongdo County, North Kyoungsang Province, which is a home to the Saemaeul Movement. As the Saemaeul Movement is benchmarked by many countries around the world today, this research aims to communicate the spirit and social value of the movement and disseminate its effects of local community development in rural areas through the construction of a memorial park. In this study, the design motive of the memorial park was conceived through the historical review and case studies of the Saemaeul Movement. In parallel, theoretical study was also conducted on design techniques as the basis of this research. In consideration of the characteristics of a technical article, this research was conducted in several phases. In the first phase, the conditions of the site where the park construction was planned were analyzed and the direction of its development was set. In the second phase, the main theme and the basic principles of planning were established, and the contents of the park construction project were devised in detail. In the last phase, a comprehensive plan was established, including a space layout to accommodate activities, facilities and programs to be introduced to the park. The park construction site ($106,000m^2$) was divided into four zones (memorial zone, historical theme park, education zone and experience zone) based on circulation planning aimed at creating memorial space, and was linked to eco-friendly ecological space in consideration of environmental features. At a time when the Saemaeul Movement is being propagated across the world, the result of this study will help create a place for its memorial and play a pivotal role to boost international movements aimed at promoting co-prosperity across the global village. It will also bear significance as an example of theme-based park construction in a rural area and the invigoration of a local community.

A Proposal for Conservation and Management Policy on Korea's Important Agricultural Heritage (국가중요농업유산의 보전관리를 위한 정책 제안 연구)

  • Beak, Seung-Seok
    • Journal of the Korean Institute of Traditional Landscape Architecture
    • /
    • v.35 no.2
    • /
    • pp.98-107
    • /
    • 2017
  • The Ministry of Agriculture, Food and Rural Affairs of Korea(MAFRA) has launched 'The Korea's Important Agricultural Heritage System(KIAHS)' in 2012 to conserve the regional heritages of agriculture and its significance. The effort has achieved in designation of seven KIAHS and two Globally Important Agricultural Heritage System(GIAHS). The policy environment has evolved a great deal since the launch of KIAHS. The study has evaluated the current policy condition of KIAHS and analyzed the shift on the KIAHS policy environment. The study has concluded the policy environmental changes as follows; insufficient Agricultural Heritage(AH) resource development, intensified interests in AH monitoring system, anticipated rural developments thru AH utilizations, under-budgeted AH conservation and management measures. The study has suggested the following based on the evaluation; establishment of AH Conservation and Management System as the conservation and management policy of AH, ease the designation standards for AH, obliged monitoring system for AH, developing AH brand, budget increase for AH conservation and management system. The suggest policy will successfully assist the further development and designation of AH. Farmers in AH area can maintain farm activities thru the conservation, management and utilization of AH, inheriting the important agricultural heritage for the future generation.

A Monitoring and Evaluation on the Project for Utilization of Cultural Property - Focused on the Project "SaengSaeng Cultural Property" in 2016 - (문화재활용 사업 모니터링 및 평가 - 2016년 생생문화재사업을 중심으로 -)

  • Park, Dong-Seok
    • Journal of the Korean Institute of Traditional Landscape Architecture
    • /
    • v.35 no.1
    • /
    • pp.90-103
    • /
    • 2017
  • This study carried out field evaluation by experts, monitoring by the public, and visitor satisfaction survey for 88 sites by using cultural property projects that received support from "SaengSaeng Cultural Property"in 2016. The result of the comprehensive evaluation was 'good', the part of planning, outcome, annual special index were 'good', field operation and performance were 'normal'. The field evaluation was rated as 'normal' by experts, monitoring by the public was 'good', and visitor satisfaction survey was also 'good'. The advantages of the project were as follows; increased enjoyment of local cultural assets, utilization of historical and cultural heritage as tourism, expansion of local participation and cooperation. On the other hand, the disadvantages were as follows; shortage of promotion to other local people, deterioration of program's quality, insufficient materials for explanation of cultural assets, insufficient program for staying. We suggested measures to develop the project as follows; developing paid contents in order to secure sustainability, connection with other programs, developing representative program and brand, improvement of environment to participate, strengthening of role for experienced local organization, utilization of local artists and volunteers, exchange between local organization, promoting by government organization, managing existing visitors, establishing of strategy for promotion, improvement of monitoring by the public, strengthening of reflection of visitor's opinions, consulting for each programs.

Practical Strategies for Urban Regeneration through an Application of Landscape Urbanism (랜드스케이프 어바니즘 관점에서 본 도시재생 전략 연구)

  • Cho, Se-Hwan
    • Journal of the Korean Institute of Landscape Architecture
    • /
    • v.38 no.2
    • /
    • pp.109-118
    • /
    • 2010
  • This study aims to propose practical strategies for the new urban ideal of regeneration. A book review highlights the emergence of new trends of urbanization in knowledge-information industrial society beyond the new town Ideal of the industrial society. The meaning of ‘landscape’ in landscape urbanism represents not the visual and decorative pictures, but the dynamic process in the context of changes and evolutions. Also, knowledge-information industrial society and landscape have a meaning in the same context of flow and process with changes of velocity. Finally, these key words convey a meaning with the new urban trends of urbanization in knowledge-information industrial society in the context of value-oriented characteristics of dynamics and process. Urban regeneration is emerging as the new urban ideal in the knowledge-information industrial society, beyond the new town ideal of industrial society. It is in the same context as landscape urbanism with respect to green infrastructure buildings and designs for the transformation of urban surfaces covered with concrete and asphalt into the ecological surface, and of the ecological surfaces into the cultural surface that could be communicated with human beings. This research revealed the six strategies for urban regeneration as follows. The First, the strategies for the transformation of urban surfaces into ecological surfaces, the second, the strategies for the transformation of ecological surfaces into cultural surfaces, the third, the introduction of mixed and convergence land use, the forth, the transformation of former sites(e.g. military and factory) into urban parks, the fifth, the introduction of waterfront park zones that have the function of ecological and park-oriented mixed land use and, the sixth, the building and design of green infrastructure in the residential and commercial complex in CBD. These strategies call for the reforms of development laws and regulations to restrict building coverage ratio, building heights, and the introduction of park-oriented mixed zoning regulations. Another method for implementating the above listed strategies was the introduction of a strategic planning system instead of the traditional master plan system. This system uses a value planning approach and brand making by imagery. It is able to construct the meaning of an image and its creativeness directly.

Business Application of Convolutional Neural Networks for Apparel Classification Using Runway Image (합성곱 신경망의 비지니스 응용: 런웨이 이미지를 사용한 의류 분류를 중심으로)

  • Seo, Yian;Shin, Kyung-shik
    • Journal of Intelligence and Information Systems
    • /
    • v.24 no.3
    • /
    • pp.1-19
    • /
    • 2018
  • Large amount of data is now available for research and business sectors to extract knowledge from it. This data can be in the form of unstructured data such as audio, text, and image data and can be analyzed by deep learning methodology. Deep learning is now widely used for various estimation, classification, and prediction problems. Especially, fashion business adopts deep learning techniques for apparel recognition, apparel search and retrieval engine, and automatic product recommendation. The core model of these applications is the image classification using Convolutional Neural Networks (CNN). CNN is made up of neurons which learn parameters such as weights while inputs come through and reach outputs. CNN has layer structure which is best suited for image classification as it is comprised of convolutional layer for generating feature maps, pooling layer for reducing the dimensionality of feature maps, and fully-connected layer for classifying the extracted features. However, most of the classification models have been trained using online product image, which is taken under controlled situation such as apparel image itself or professional model wearing apparel. This image may not be an effective way to train the classification model considering the situation when one might want to classify street fashion image or walking image, which is taken in uncontrolled situation and involves people's movement and unexpected pose. Therefore, we propose to train the model with runway apparel image dataset which captures mobility. This will allow the classification model to be trained with far more variable data and enhance the adaptation with diverse query image. To achieve both convergence and generalization of the model, we apply Transfer Learning on our training network. As Transfer Learning in CNN is composed of pre-training and fine-tuning stages, we divide the training step into two. First, we pre-train our architecture with large-scale dataset, ImageNet dataset, which consists of 1.2 million images with 1000 categories including animals, plants, activities, materials, instrumentations, scenes, and foods. We use GoogLeNet for our main architecture as it has achieved great accuracy with efficiency in ImageNet Large Scale Visual Recognition Challenge (ILSVRC). Second, we fine-tune the network with our own runway image dataset. For the runway image dataset, we could not find any previously and publicly made dataset, so we collect the dataset from Google Image Search attaining 2426 images of 32 major fashion brands including Anna Molinari, Balenciaga, Balmain, Brioni, Burberry, Celine, Chanel, Chloe, Christian Dior, Cividini, Dolce and Gabbana, Emilio Pucci, Ermenegildo, Fendi, Giuliana Teso, Gucci, Issey Miyake, Kenzo, Leonard, Louis Vuitton, Marc Jacobs, Marni, Max Mara, Missoni, Moschino, Ralph Lauren, Roberto Cavalli, Sonia Rykiel, Stella McCartney, Valentino, Versace, and Yve Saint Laurent. We perform 10-folded experiments to consider the random generation of training data, and our proposed model has achieved accuracy of 67.2% on final test. Our research suggests several advantages over previous related studies as to our best knowledge, there haven't been any previous studies which trained the network for apparel image classification based on runway image dataset. We suggest the idea of training model with image capturing all the possible postures, which is denoted as mobility, by using our own runway apparel image dataset. Moreover, by applying Transfer Learning and using checkpoint and parameters provided by Tensorflow Slim, we could save time spent on training the classification model as taking 6 minutes per experiment to train the classifier. This model can be used in many business applications where the query image can be runway image, product image, or street fashion image. To be specific, runway query image can be used for mobile application service during fashion week to facilitate brand search, street style query image can be classified during fashion editorial task to classify and label the brand or style, and website query image can be processed by e-commerce multi-complex service providing item information or recommending similar item.

Comparative Analysis in Visitors' Perception of Aftermath of the Country's Garden Exposition- Focused on the 2013 Suncheon Bay International Garden Expo, 2015 Seoul Garden Expo, and 2022 Goyang International Flower Fair - (국내정원박람회 개최 효과에 대한 방문객 인식 비교 연구 - 2013 순천만국제정원박람회, 2015 서울정원박람회, 2022 고양국제꽃박람회를 대상으로 -)

  • Kim, Tai-Won;Kim, Gunwoo
    • Journal of the Korean Institute of Landscape Architecture
    • /
    • v.50 no.6
    • /
    • pp.58-69
    • /
    • 2022
  • This study compares and analyses the impacts of holding domestic garden expos that will be fundamental for holding garden expos in the future. Satisfaction with the three sites of the 2013 Suncheon Bay International Gardening Expo, 2015 Seoul Gardening Expo, and 2022 Goyang International Flower Fair, as well as factors affecting the satisfaction in economic, social/cultural, environment/ecology, and operation aspects, were analyzed. As a result of the study, the satisfaction level of all three sites was high, with a value of 3.5 or higher. In particular, satisfaction with the 2013 Suncheon Bay International Gardening Expo was the highest. It was found that there was a difference between the satisfaction level of the 2013 Suncheon Bay International Gardening Expo and the 2015 Seoul Gardening Expo. As a regional festival, the 2013 Suncheon Bay International Garden Expo has acquired a high status due to the 'Suncheon Bay Garden' being designated as the first National Garden. It is thought that great satisfaction was obtained because economic, social, cultural, and environmental revitalization was achieved by matching the values of citizen participation and ecological conservation. As a result of the comparison of perception types affecting the satisfaction by garden fair, satisfaction at the 2013 Suncheon Bay International Gardening Expo and the 2015 Seoul Gardening Expo, it was found that both affected all four aspects. The 2022 Goyang International Flower Fair did not affect satisfaction in the operational aspect. This seems to be because the Goyang International Flower Fair is already a fixed local brand. As a result of analyzing the detailed factors of perception that affect satisfaction, the three target sites were commonly analyzed, including social and cultural factors, which attract cultural events, improve pride and affection for the region, and help educate children. In terms of environmental and ecological factors were analyzed as an inconvenience in life due to traffic congestion. It can be seen that it has the same meaning as the comparative analysis of the difference in factors on the satisfaction of the target site. There is no difference in the effect on satisfaction in terms of social·cultural, and environmental·ecological aspects, but there are differences in terms of economy and operation. Based on the analysis results of this study, to hold a domestic garden expo in the future, it is necessary to properly utilize "environmental" and "ecological" garden aspects that have potential values according to the region's characteristics to develop sustainable, eco-friendly tourism resources. In addition, values will be more apparent when cultural and artistic programs are planned to establish a differentiated identity in the host area and are appropriately used as a marketing means for a local fair. A well-planned local festival through communication with local residents can affect the image of the region and lead to the revitalization of the local communities by securing urban competitiveness along with the establishment of urban brands, so it can be said that local residents' participation and national or local organizations' cooperation is essential.

A Study on the Application Flow of Virtual Reality in the Apartment Model House (아파트 모델하우스에서 시대별 가상현실 활용 흐름에 관한 연구)

  • Hwang, Byeong Yeon;Lee, Tae Hee
    • Journal of the Korea Academia-Industrial cooperation Society
    • /
    • v.20 no.5
    • /
    • pp.585-590
    • /
    • 2019
  • The purpose of this study is to summarize the changes in virtual reality utilization in model houses through the time-by-year example of model houses and to study the use and future development of virtual reality technologies in model houses. As a result of compiling and analyzing characteristics of virtual reality utilization flow in model houses of apartments, it is as follows. First, the market for apartment model houses using virtual reality was gradually expanded for the purpose of brand promotion by private construction companies. Second, technologies that utilize virtual reality in apartment sales are changing from virtual space construction to virtual content implementation. Third, it is changing from the existing method of face-to-face and method of accessing actual promotional media to the form of publicizing apartments using virtual reality. Through this research, it is estimated that it will be used as an information medium and a form of experience using physical environment and virtual reality in a physical model house for consumers looking for model houses. This study presents the future direction of the model house, and develops it as a post-sale maintenance / management system through ICT technology (3D scanning, 3D modeling, virtual content) Further research on the technology is expected to be needed.