• Science of Emotion and Sensibility
• /
• v.25 no.1
• /
• pp.91-102
• /
• 2022

As virtual space activities become more common, human-virtual agents such as avatars are more frequently used instead of people, but the uncanny valley effect, in which people feel uncomfortable when they see artifacts that look similar to humans, is an obstacle. In this study, we explored the uncanny valley effect for celebrity avatars. We manipulated the degree of atypicality by adjusting the eye size in photos of celebrities, ordinary people, and their avatars and measured the intensity of the uncanny valley effect. As a result, the uncanny valley effect for celebrities and celebrity avatars appeared to be stronger than the effect for ordinary people. This result is consistent with previous findings that more robust facial representations are formed for familiar faces, making it easier to detect facial changes. However, with real faces of celebrities and ordinary people, as in previous studies, the higher the degree of atypicality, the greater the uncanny valley effect, but this result was not found for the avatar stimulus. This high degree of tolerance for atypicality in avatars seems to be caused by cartoon characters' tendency to have exaggerated facial features such as eyes, nose, and mouth. These results suggest that efforts to reduce the uncanny valley in the virtual space service using celebrity avatars are necessary.

• The Journal of the Korea Contents Association
• /
• v.17 no.8
• /
• pp.520-534
• /
• 2017

A sex offense report highlights the victim as well as the offender involved in the sex crime. This study explored the hierarchy between the offender and the victim, based on the frequency analysis and network analysis. In case that the perpetrator is a celebrity, the media focuses more on the celebrity's actions. The volume of reports for cases where the offender has a position superior to the victim's (offender superior relationship) is larger than for those where the two have a horizontal relationship. The press highlights the celebrity in offender superior relationships and the victim in horizontal relationships. The celebrity is held responsible for the cause of the crime in the offender superior relationship. However, the victim him/herself is held responsible for the perpetrated offense in horizontal relationships. According to the results of the analyses in this study, the press fails to protect human rights and privacy in offender superior relationships.

• Journal of the Korean Society of Costume
• /
• v.57 no.10
• /
• pp.87-98
• /
• 2007

The development of mass media in the $20^{th}$ century has resulted in the rapid growth of the fashion industry. Fashion magazines like are performing the function of spreading new styles in addition to simple provision of fashion trend information. Therefore, the present study tracked the trend of changes in the cover models of USA during the last 10 years $(1997{\sim}2006)$, and examined qualitative and quantitative changes in the contents of USA for the last 20 years. According to the results, $50{\sim}75%$ of cover models were super models during the period from 1997 to 2006, but the percentages of fashion models and celebrities became similar to each other in 2001, and from 2002 to 2006 celebrities occupied around $75{\sim}92%$ of cover models. When the contents of USA were analyzed by category, columns that showed strength in 1986 but decreased gradually until 2006 were style suggestions(p<.001), fashion shooting on the theme of TPO and items(p<.05). Fashion columns that showed weakness in 1986 but increased through the 1990s and until 2006 were celebrity style(p<.05), item introductions(p<.001), shopping information(p<.001), designer interviews(p<.05) and fashion shooting on the theme of mood and celebrity(p<.05). These results suggested that the function of USA as a fashion magazine was mainly the provision of information on how to wear the new styles in 1986, but nowadays the contents have changed to information on what to buy. In addition, the results show that contents using highly popular celebrity increased rapidly in the 2000s.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.33 no.3
• /
• pp.477-488
• /
• 2009

As the Korean cultural contents, such as drama, films, music, gained popularity in China, Korean fashion brands used Korean celebrities as their models to as a sales promotion strategy for Chinese consumers. With the point of view that the advertising model as a human capital as well, the purpose of this study is to investigate the factors of attributes of Korean celebrity advertising model, and to analyze effects on fashion brand recognition, preference, trust and purchase intention. With convenience sampling, the research surveyed Shanghai consumers in their 20's to early 30's who had purchased Korean fashion items. The 291 responses were analyzed by frequency analysis, reliability test, factor analysis, multiple regression analysis, The results are as follows. Frist, Korean celebrity advertising model attribute factors were divided into similarity, familiarity, popularity, attractiveness and trust. Second, the brand recognition was affected by similarity, familiarity and popularity factors, and the brand preference was affected by similarity, familiarity, popularity and attractiveness factors. Third, the trust of Korean fashion brands was affected by similarity, familiarity, attractiveness, trust, brand recognition and brand preference. Lastly, the intention to purchase Korean Fashion brand was affected by similarity, familiarity, attractiveness, brand recognition, brand preference and brand trust.

• Journal of The Korean Society of Clinical Toxicology
• /
• v.7 no.2
• /
• pp.143-149
• /
• 2009

Purpose: Suicide attempts are known to be influenced by mass media reports. The purpose of this study was to evaluate the effects of mass media reporting celebrity suicides on an increase of intentional carbon monoxide (CO) poisoning and suicide attempts. Methods: We retrospectively reviewed the medical records of the consecutive patients who presented with suicide attempts to the Emergency Department of Ajou University Hospital during a 24 month period. We obtained the demographic data, any past history of suicide attempt and the methods of suicide attempts from the medical records of the suicide attempters. Time series analysis was conducted for evaluating the influence of mass media reporting of celebrity suicide on the suicide rates. Results: We finally enrolled 770 patients during the study period. The total number of suicide attempts by CO poisoning was 18 and the average number of suicide attempts by CO was $0.33{\pm}0.73$ per week. All of the suicide attempts by CO poisoning occurred after a celebrity committed suicide using CO from burning charcoal. Conclusion: This study showed that celebrity suicide by CO poisoning resulted in the Werther effect, which made the rate of intended CO poisoning increase, and the study provided further evidence for the need to actively restrain mass media reporting of suicide to decrease the Werther effect.

• The Journal of the Korea Contents Association
• /
• v.21 no.10
• /
• pp.172-183
• /
• 2021

The current study delves into millennial consumers' attitude toward 'undisclosed ads' and 'disclosed ads' through in-depth interviews. More specifically, this study explores how millennial consumers think of undisclosed ads and celebrity endorsers as well as influencers through interviewing 12 millennial consumers. In addition, this study also deals with millennial consumers' attitude toward disclosed ads and celebrity endorsers as well as influencers. Study results suggest that millennial consumers perceive 'undisclosed ads' as deceiving ads and hold negative attitude toward celebrity endorsers as well as influencers who are involved in 'undisclosed ads'. Interestingly, millennial consumers hold both positive and negative attitude toward 'disclosed ads'. 'Disclosed ads' could be delivered to millennial consumers without any reservation when it is integrated as an entertaining factor into contents. On the other hands, negative feelings could occur when 'disclosed ads' is frequently employed and is forcibly embedded in contents, making millennial consumers feel that it is imperative to watch 'disclosed ads' in order to enjoy free contents. In the discussion section practical implications are provided.

• Jounal of The Korea Society of Information Technology Policy & Management
• /
• v.11 no.6
• /
• pp.1503-1507
• /
• 2019

With the softness of online entertainment news articles and the increasing number of quick-reporting articles in the entertainment sector, many people have access to entertainment front-page articles and are now able to make reviews of celebrities. It is not easy to systematically analyze which news articles are about which celebrities in a real-time environment, although their reputation is a key factor in the entertainment agency's business strategy, which should make the most of its affiliated celebrity resources. Based on the amount of celebrity references mentioned in entertainment news data, this paper proposes an entertainment news keyword analysis system, which extracts celebrities that are the subject of the article and associates them with the celebrity entertainment agency in question. Through the system proposed in this paper, advertisers or entertainment agencies can judge the value of the celebrity as reference material for the business. In addition, it can lay the groundwork for an investment strategy by predicting the outlook for the entertainment company for brokerages and investors.

• The Journal of Natural Sciences
• /
• v.13 no.1
• /
• pp.113-128
• /
• 2003

The purpose of his study was to investigate the effectiveness on clothing advertisement of three types of model, perception of model attributes by the clothing consumers, and difference in advertisement effectiveness according to perception of model attributes. Three types of advertisements for easy casual brand were selected, which are using celebrity, expert and general consumer models. The final analysis included 304 persons, who ranged from 16 to 25 in age. The statistics used analysis include ANOVA, Duncan's multiple range test, factor analysis and regression by the SPSS program. The result were as follow:1. The celebrity advertisement was the most effective type on all kinds of attitude changes (cognitive, emotional, and behavioral attitude changes) of consumers.2. The celebrity model received high scores on attractiveness and truthfulness; and the general consumer model received high scores on truthfulness and similarity.3. The amount of consumers attitude changes was different according to the perceptions of model attributes as well as the types of model.

• Journal of Fashion Business
• /
• v.15 no.2
• /
• pp.86-95
• /
• 2011

The purpose of this study was to examine the relationships among technology innovation (perceived ease of use, perceived ease, joyfulness), individual variables (innovation, self-efficacy), fashion variables (fashion involvement, interest in celebrity style), shopping attitudes toward fashion T-Commerce, and purchasing intention. Two hundred seven female participants in age group of 20s participated in this study. For data analysis, descriptive statistics, simple and multiple regression, and Cronbach's Alpha were used to test the research questions. As the result, first, all three variables (perceived ease of use, perceived ease, joyfulness) from technology innovation did affect on attitudes toward fashion T-Commerce. Second, individual innovation did affect positively on attitudes toward fashion T-Commerce. Third, interest in celebrity style affected positively on attitudes toward fashion T-Commerce. Finally, attitudes toward fashion T-Commerce affected positively on purchasing intention of fashion T-Commerce. Based on these results, T-Commerce fashion merchandising marketing strategies of fashion goods would be provided to fashion T-Commerce retailers or marketers.

• The Korean Journal of Food & Health Convergence
• /
• v.7 no.3
• /
• pp.1-11
• /
• 2021

Purpose of the research: This study aims to explain the state of marketing using fun among recent popular marketing strategies. Although companies are using various differentiated marketing strategies to gain a competitive edge, among them, fun marketing has constituted the most effective area of interest recently. Research design and methodology: To extract the customer selection attributes of fun marketing, after reviewing the literature, six optional attributes were selected from the factors of fun marketing towards consumers such as funny design, language play, celebrity use, funny taste, how to eat, and newtro (new + retro). Out of 300 questionnaires, 276 were used for analysis, excluding unscrupulous or incomplete questionnaires. The results were reviewed for validity and reliability using SPSS andAMOS, and the hypothesis was verified using structural equation modelling (SEM). Principal results: The results showed that funny design, language play, and newtro statistically significantly affected customer satisfaction, but celebrity use, funny taste, and eating methods had no significant effect. It was also confirmed that satisfaction had a statistically significant effect on repurchase intention. Major conclusions: This study can serve as basic data to enhance the marketing strategy of the food service industry, and it provides theoretical and practical implications.