• Archives of design research
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• v.18 no.3 s.61
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• pp.129-138
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• 2005

It has been assumed that the clarification of a message is a necessary element for successful communication. However, in the today's complicated and changing environment of business marketing media, it is shown that the clarification of the message of advertisement may inhibit the effectiveness of communication. This study was to examine what was effective communication in advertisement when the company, provoking the people's negative emotional response, needs to establish new identities such as the goals and the special fields of business. In particular, the study was to investigate what effect the advertising strategy of strategically emitting ambiguous messages makes on the consumer's recognition, emotional attitude, reliability, and attitude towards the company. It was hypothesized that an ambiguous message in an advertisement has an effect on the consumer's recognition, emotional attitude, reliability, and attitude towards the company. Three texts from the 'Imagination Praises' campaign of KT&G which has been in process since 2003 were systematically sampled and the survey was performed by the means of questionnaires made on the sample The results showed that the ambiguous message of advertising texts gained better responses on the consumer's attention, good impression, affirmation, memory, sympathy than the dear message and that the ambiguous message had an effect on the consumer's attitude towards the advertisement itself. Thus, it could be tentatively concluded that the ambiguous message could be more effective in recognition and recall to promote the changes of identities of the company having the people's unfavorable emotion. But there wasn't any evidence that an ambiguous message in an advertisement was more effective in terms of the consumer's emotional response, reliability, and attitude towards the company. From this, it could be inferred that the receiver had an uncomfortable, doubtful and negative attitude about the implicit expressive code contained in the message. In the future deeper qualitative studies can compensate for the limited explanation of this empirical study focused on statistical analyses.

• KOREAN JOURNAL OF CROP SCIENCE
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• v.68 no.3
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• pp.134-146
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• 2023

Phytophthora root rot (PRR) is a major soybean disease caused by an oomycete, Phytophthora sojae. PRR can be severe in poorly drained fields or wet soils. The disease management primarily relies on resistance genes called Rps (resistance to P. sojae). This study aimed to identify resistance loci associated with resistance to P. sojae isolate 40468 in Daepung × CheonAl recombinant inbred line (RIL) population. CheonAl is resistant to the isolate, while Daepung is generally susceptible. We genotyped the parents and RIL population via high-throughput single nucleotide polymorphism genotyping and constructed a set of genetic maps. The presence or absence of resistance to P. sojae was evaluated via hypocotyl inoculation technique, and phenotypic distribution fit to a ratio of 1:1 (R:S) (χ² = 0.57, p = 0.75), indicating single gene mediated inheritance. Single-marker association and the linkage analysis identified a highly significant genomic region of 55.9~56.4 megabase pairs on chromosome 18 that explained ~98% of phenotypic variance. Many previous studies have reported several Rps genes in this region, and also it contains nine genes that are annotated to code leucine-rich repeat or serine/threonine kinase within the approximate 500 kilobase pairs interval based on the reference genome database. CheonAl is the first domestic soybean genotype characterized for resistance against P. sojae isolate 40468. Therefore, CheonAl could be a valuable genetic source for breeding resistance to P. sojae.