• Journal of Korean Society on Water Environment
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• v.24 no.6
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• pp.750-757
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• 2008

This study is conducted to characterize and evaluate delivered pollutant loads of point and nonpoint source on the upper watershed of lake paldang. The study area consists of 12 watersheds in Namhan-river and Kyungahcheon, which are approximately 80% of total area of Namhan-river and Kyungahcheon. Based on daily delivered loads from watersheds, 61% of $BOD_5$, 81% of T-N and 70% of T-P were from nonpoint sources, suggesting that delivered loads of nonpoint pollutants be crucial to water quality. On the other hand, 78% of $BOD_5$, 92% of T-N and 87% of T-P as delivered load were from nonpoint sources in an upper watershed of Namhan-river, while 48% of $BOD_5$, 70% of T-N and 57% of T-P as delivered load were from nonpoint sources in a lower watershed of Namhan-river, suggesting higher dependency of point sources than upper watershed of Namhan-river. In the characteristic of delivered loading pollutants from point and nonpoint pollution sources, delivered load of nonpoint pollutants differed significantly by seasonal flow, and as though discharged load of point pollutants were yearly uniform, delivered load of point pollutants was found to be flow-dependent because its delivery ratio was changed.

• Journal of Korean Society on Water Environment
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• v.29 no.4
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• pp.523-530
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• 2013

This study has been carried out to clarify the characteristics of discharge and pollutant loading according to flow conditions at jiseok stream watershed (JSW). A flow rate and pollutant load in the study watershed were estimated by equation of stage-discharge and discharge-loads rating curve. By using the methods above, I've evaluated the water quality (WQ) of the JSW if it is satisfied with the standard target. I've collected the data of BOD and T-P from the JSW every 8 days for the duration of 12 months. And then, I've schematized the data upon the load duration curve and the results showed me that the WQ of JSW was satisfied with the standard target. I've also collected the same data every each day for the duration of 12 months from JSW and have schematized the data again. And the results showed that it also was satisfied with the standard target. To be concluded, I've determined that point pollution sources of JSW gives more significant impacts to the WQ than non-point pollution sources of JSW and hence, as time goes, point pollution sources will keep depriciating the WQ of JSW. Therefore, further efforts will be required to JSW to maintain the WQ.

• Journal of The Korean Society of Agricultural Engineers
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• v.62 no.1
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• pp.39-50
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• 2020

The objective of this study was to assess the livestock nonpoint source pollutant impact on water quality in Namgang dam watershed using the HSPF (Hydrological Simulation Program-Fortran) model. The input data for the HSPF model was established using the landcover, digital elevation, and watershed and river maps. In order to apply the pollutant load to the HSPF model, the delivery load of the livestock nonpoint source in the Namgang dam watershed was calculated and used as a point pollutant input data for the HSPF model. The hydrologic and water quality parameters of HSPF model were calibrated and validated using the observed runoff data from 2007 to 2015 at Sancheong station. The R² (Determination Coefficient), RMSE (Root Mean Square Error), NSE (Nash-Sutcliffe efficiency coefficient), and RMAE (Relative Mean Absolute Error) were used to evaluate the model performance. The simulation results for annual mean runoff showed that R² ranged 0.79~0.81, RMSE 1.91~2.73 mm/day, NSE 0.7~0.71 and RMAE 0.37~0.49 mm/day for daily runoff. The simulation results for annual mean BOD for RMSE ranged 0.99~1.13 mg/L and RMAE 0.49~0.55 mg/L, annual mean TN for RMSE ranged 1.65~1.72 mg/L and RMAE 0.55 mg/L, and annual mean TP for RMSE ranged 0.043~0.055 mg/L and RMAE 0.552~0.570 mg/L. As a result of livestock nonpoint pollutant loading simulation for each sub-watersehd using the HSPF model, the BOD ranged 16.6~163 kg/day, TN ranged 27.5~337 kg/day, TP ranged 1.22~14.1 kg/day.

• Asia Marketing Journal
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• v.15 no.4
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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.