• Asia Marketing Journal
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• 제15권4호
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• pp.103-129
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• 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.

• 대한영상의학회지
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• 제81권1호
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• pp.166-175
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• 2020

목적 간세포암의 화학색전술에 사용되는 조영제인 Ioversol 320과 Iopamidol 250을 영상 화질과 유해반응에서 차이가 있는지 비교 분석하고자 하였다. 대상과 방법 경동맥 화학색전술을 시행 받은 113명의 간세포암 환자를 대상으로 후향적으로 분석하였고, Iopamidol 250은 44명, Ioversol 320은 69명에게 주입하였다. 영상 화질은 혈관인지도 및 일치도로 평가하였다. 혈관인지도는 두 명의 영상의학과 전문의가 간동맥 혈관조영술에서 간세분엽동맥, 췌십이지장동맥, 우위동맥, 우위대망동맥이 보이는 인지도와 명확도에 따라 3단계로 점수화하였다. 일치도는 혈관조영술과 전산화단층촬영에서 발견된 간세포암 수를 비교하였다. 시술 전후 임상증상을 조사하여 조영제 유해반응을 평가하였다. 결과 혈관인지도의 평균 점수는 Iopamidol 250은 2.92점, Ioversol 320은 2.94점이었다. 일치도는 Iopamidol 250은 31명(70.5%), Ioversol 320은 46명(66.7%)이 일치했으며, 혈관인지도와 일치도는 통계적 유의한 차이가 없었다(p > 0.05). Iopamidol 250은 1명, Ioversol 320은 6명의 환자가 오심을 호소하였으며, 유해반응 빈도의 유의한 차이는 없었다(p = 0.24). 결론 간세포암 화학색전술에서 Iopamidol 250은 Ioversol 320과 영상의 화질 및 유해반응에 유의한 차이가 없이 사용될 수 있을 것으로 생각된다.

• Reproductive and Developmental Biology
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• 제28권3호
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• pp.181-185
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• 2004

본 연구는 동물복제 및 형질전환 동물생산 등의 연구에 기초자료를 제공하고자 재래산양의 oocyte를 단위발생을 유도하여 회수난자의 조건, 활성화방법, 배양조건 등이 단위발생란의 체외발달율에 미치는 영향을 조사하여 재래산 양의 최적의 배양조건을 확립하고자 실시하였다. 난자의 회수는 체중 15～25 Kg 전 ㆍ 후의 성숙한 미경산 재래산양에 FSH와 PMSG 를 사용하여 과배란을 유기하여 hCG 투여 후 제 35시간째에 외과적인 방법으로 in vivo (체내성숙) 난자는 난관을 관류하는 방법으로 회수하였고, in vitro (체외성숙) 난자는 난포로부터 흡입하여 난포란을 채취하여 약 22시간 체외성숙을 실시하였다. 활성화 처리는 전기자극법과 Ionomycin + 6-DMAP를 처리하여 단위발생을 유도하였다. 복제수정란의 배양은 M16, TCM-199 및 mSOF 배양액으로 6～7일 동안 체외배양을 실시하였다. 활성화를 유도하기 위하여 전기자극 및 ionomycin + 6-DMAP 처리를 하였을 때 분할율은 각각 64.1 및 76.5%로서 이들간에 차이는 없었다. 배반포기로의 발달율은 전기자극방법으로는 전혀 발달이 이루어지지 않았으나, ionomycin +6-DMAP 처리방법에서는 15.6%가 배반포로 발달하였다. In vivo 난자와 in vitro 난자를 활성화를 유도하였을 때 분할율은 86.8 및 69.0%로서 이들간에 유의적인 차이는 없었다. 4-세포기(93.9% vs 66.1%), 8-세포기(90.9% vs 37.0%) 및 상실배기(89.4% vs 23.6%)는 이들간에 유의적(P<0.05)인 차이가 있었으며, 배반포기로의 발달율은 체내성숙난자가 50.0%로서 체외성숙난자의 0.8%보다는 유의적으로 높았다. 활성화를 유도한 난자를 mSOF 배양액으로 체외배양을 실시하였을 때 분할율은 81.0%로서 TCM-199 +oviduct cell 의 64.3% 및 Ml6 배양액의 51.6%보다는 높게 나타났다. 배반포기로의 발달율은 mSOF 배양액에서는 3.4%가 발달하였으나, TCM-199+ oviduct cell 배양액과 M16 배양액에서는 전혀 발달이 이루어지지 않았다. 이상의 결과는 포유동물 난자의 단위발생의 유도 및 체외배양시 난자의 공급원, 난자의 활성화 방법 및 배양조건 등이 차후 단위발생란의 체외발생율에 크게 영향을 미칠 수 있는 근거를 제시해 준다.

• The Korean Journal of Pain
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• 제1권1호
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• pp.34-46
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• 1988

Intractable pain from advanced carcinoma of the upper abdomen is difficult to manage. One method used to control pain associated with these malignancies is to block off the splanchnic nerve. In 1919 Kappis described a technique by which the splanchnic nerve of the upper abdomen could be anesthetized, using a percutaneous injection. This method has been used for the relief of upper abdominal pain due to hematoma and cancer of the pancreas, stomach, gall bladder, bile duct, and colon. During the Period from November 1968 to January 1986, this method was used in 208 cases of malignancy at Severance Hospital and clinically evaluated. Patients were retroactively grouped according to the stage of development of technique used. Twelve patients who received the treatment in the period from November 1968 to March 1977 were designate4i as group 1, 26 patients from April 1977 to April 1979 as group 2, and 170 from May 1979 to January 1986 as group 3. The results are as follows: 1) The number of patients receiving splanchnic nerve block has been increasing since 1977. 2) A total of 208 patients, including 133 males and 75 females, ranging in age from 18 to 84 and averaging 51. 3) The causes of pain were stomach cancer 90, pancreatic cancer 69, and miscellaneous cancer 49 cases respectively. 4) There were 57.7% who had surgery. and 3.7% of whom had chemotherapy before the splanchnic nerve block was done. 5) These blocks were carried out with the patient in the prone position as described by Dr. Moore. For group 2 and 3, C-arm image intensifier was used. In group 1, a 22 gauze loom long needle was inserted at the lower border of the 12th rib on each aide about 7\;cm from the midline. The average distance from the midline was $6.60{\pm}0.61\;cm$ on the left side and $6.60{\pm}0.83\;cm$ on the right side in group 2, and $5.46{\pm}0.76\;cm$ on the left side and $5.49{\pm}0.69\;cm$ on the right side in group 3. The average depth to which the needle was inserted was $8.60{\pm}0.52\;cm$ on the left side and $8.74{\pm}0.60\;cm$ on the right side in group 2, and $8.96{\pm}0.63\;cm$ on the left side and $9.18{\pm}0.57\;cm$ on the right side in group 3. 6) The points of the inserted needles were positioned in the upper quarter anteriorly, 51.8% on the left side and 54.4% n the right side of the L1 vertebra by lateral roentgenogram in group 3. The inserted needle points were located in the upper and anterolateral part, of the L1 vertebra 68.5% on the left side and 60.6won the right side, on the anteroposterior rentgenogram in group 3. The needle tip was not advanced beyond the anterior margin of the vertebral body. 7) In some case of group 3, contrast media was injected before the block was done. It shows, the spread upward along the anterior mal gin of the vertebral body. 8) The concentration and the average amount of drug used in each group was as follows: In group 1, $39.17{\pm}6.69\;ml$ of 0.5% -l% lidocaine or 0.25% bupivacaine were injected for the test block and one to three days after the test block $40.00{\pm}4.26\;ml$ of 50% alcohol was injected for the semipermanent block. In group 2, $13.75{\pm}4.88\;ml$ of 1% lidocaine were used as the test block and followed by $46.17{\pm}4.37\;ml$ of 50% alcohol was injected as the semipermanent block. In group 3, $15.63{\pm}1.19\;ml$ of 1% lidocaine for test block followed by $15.62{\pm}1.20\;ml$ of pure alcohol and $16.05{\pm}2.58\;ml$ of 50% alcohol for semipermanent block were injected. 9) The result of the test block was satisfactory in all cases. However the semipermanent block was 83.3 percent of the patients in group 1 who received relief from pain for at least 2 weeks after the block, 73.1% in group 2, and 91.8% in group 3. In these unsuccessful cases, 2 cases in group 1 were controlled by narcotics but 7 cases in group 2 and 14 cases in group 3 received the same splanchnic nerve block 1 or 2 times again within 2 weeks. But, in some cases it was 3 to i months before the 2nd block and in 1 cases even 7 years. 10) The most common complications of splanchnic nerve block were hypotensino(25.5%) occasional flushing of the face, nausea, vomiting, and chest discomfort. 11) For the patients in group 3, the supplemental block most commonly used was a continuous epidural block; it was used as a diagnostic block and to afford relief from pain before the splanchnic nerve block was done. 12) The interval between the receiving of the alcohol block and discharge was from 5 to 8 days in 61 cases(31.1%) and from 1 to 2 days in 48 cases(24.5%). From the above results, it can be concluded that the splanchnic nerve block done in the prone position with pure and 50% alcohol immediately after an effective test block with 1% lidocaine under C-arm fluoroscopic control is satisfactory and reliable. How to minimize the repeat block is still a problem to be solved.

• 마케팅과학연구
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• 제18권2호
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• pp.19-45
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• 2008

본 연구는 인터넷쇼핑몰 비주얼 머천다이징의 주요차원을 고객이 쇼핑몰에 진입한 후 정보탐색과 대안평가를 거치는 등의 쇼핑과정을 토대로 AIDA모형 관점에서 점포, 제품, 촉진에 초점을 맞추었다. VMD의 주요차원(primary dimensions)으로는 점포디자인, 머천다이징, 그리고 머천다이징단서로 구분하였다. 선행연구 결과를 토대로 점포다자인의 하위차원으로는 차별성, 간결성, 위치확인성을, 머천다이즈의 하위차원으로는 제품구색, 명성, 정보성을, 그리고 머천다이징단서의 하위차원으로는 제품추천 및 링크를 설정하여 VMD태도와의 관계를 탐색적으로 조사하였다. 연구결과 이들 세 차원은 종속변수에 유의한 정의 영향을 미치는 것으로 나타났다.