• The Research Journal of the Costume Culture
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• v.25 no.1
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• pp.32-47
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• 2017

As the popularity of Korean drama and celebrities in China, Korean fashion is becoming increasingly popular in the Chinese market. Although the effect of Korean drama on Chinse consumers' attitudes toward Korean products are known, little research has been conducted to understand the mechanisms underlying the impact of Korean drama on the development of consumer attitudes. Thus, this study examines how Chinese consumers' exposure to Korean dramas has influenced their attitudes towards Korean fashion products. Applying the similarity-attraction theory, the study explores the roles Chinese consumers' perceived similarities in appearance and values with Korean characters in TV dramas plays in the process of attitude development. Data was collected via an online survey and the responses of 317 Chinese consumers in their twenties were used for data analysis. The results of structural equation modeling show that exposure to Korean dramas has a direct impact on Chinese consumers' perceived appearance similarity, perceived value similarity, image of Korean people, and attitudes toward Korean fashion products-results that support the theory of mere exposure. In addition, the analysis demonstrates that perceived appearance similarity positively influences the image of Koreans among Chinese people, which, in turn, influences attitudes toward Korean fashion products, supporting the similarity-attraction theory. However, the effect of perceived value similarity on attitude toward Korean fashion products was not significant. The study concludes by describing its practical implications for the Korean fashion industry and presenting ideas for future research.

• International Commerce and Information Review
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• v.17 no.3
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• pp.73-91
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• 2015

This study investigated how Korean image and cosmetics products image effect by the Korean Wave(Hanllyu) on the Vietnam Customer focus on the cosmetics. Especially, Korean Wave of this study consisted in the movie/drama, K-pop and Korean stars. Korean image and cosmetics brand image was effected by factors related to the Korean Wave which had been deducted, based on preceeding research. A study was conduct in Vietnam where the spread of the Korean Wave content customer bases has been over along time. A total of 295 samples were used for th final analysis. Data analysis consisted of descriptive statistics, Cronbach's alpha, a confirmatory factor analysis, and multi-regression. It is also found that Korean image and cosmetics brand image has affect by Korean Wave. and Cosmetics purchasing intention has affect Korean image and cosmetics brand image.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.16 no.1
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• pp.62-69
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• 2015

This study examined the effects of the level of narrativity of a culture content on the level of preference of a related culture content. The culture contents were categorized into novels, cartoons and TV programs according to the content type, and into dramas, comedies, and actions by the contents genre because previous studies found a high level of narrativity in novels and dramas. Based on the survey data on the movie preference, the following were found. First, when people prefer novels with high-level narrativity, rather than TV programs, which have low-level narrativity in a certain genre, they prefer watching movies in the same genre. Second, this relationship is even more reinforced when the genre of the original of the movie is drama, which has high-level narrativity, rather than comedies or actions, which have low-level narrativity. Narrativity plays an important role in the movie preference, especially when it comes to movie originals.

• Culinary science and hospitality research
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• v.21 no.4
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• pp.309-324
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• 2015

The foodservice industry is applying new marketing strategies, and advertisements are the best way to convey their distinctive brand images. The foodservice companies have been choosing a type of advertising called Product Placement(PPL) because it is unconsciously shown more often than other types of advertisements while customers are watching a movie or TV drama. Therefore, the aims of this research were to investigate the influence of the customers' perception of PPL inserted into TV dramas on brand image and purchasing intention. Additionally, present study performed to identify the differences between Korean and Chinese customers. For the survey, the study used both offline and online sampling methods, and the analyzed data was from 150 Korean and 150 Chinese respondents. As results, the more respondents were positive and familiar about PPL, the higher the brand image and purchasing intention. Chinese consumers had positive perception of PPL, which positively influenced the brand image and purchasing intention while Korean consumers' ethical awareness about PPL had a negative influence. Therefore, the Korean foodservice industry needs to differentiate the strategies for the PPL marketing between the Korean and Chinese market.

• Annual Conference on Human and Language Technology
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• 2018.10a
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• pp.215-219
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• 2018

다중 화자 대화 속 인물 식별이란 여러 등장인물이 나오는 대본에서 '그녀', '아버지' 등 인물을 지칭하는 명사 또는 명사구가 실제 어떤 인물을 나타내는지 파악하는 문제이다. 대본 자연어 데이터만을 입력으로 하는 대화 속 인물 식별 문제는 드라마 대본에 대해서 데이터가 구축 되었고 이를 기반으로 여러 연구가 진행되었다. 그러나, 사람도 다중 화자 대화의 문장만 보고는 인물을 지칭하는 명사 또는 명사구가 실제 어떤 인물인지 파악하기 어려운 경우가 있다. 이에 본 논문에서는 발화가 되는 시점의 영상 장면 정보를 추가적으로 활용하여 인물 식별의 성능을 높이는 방법을 제시한다. 또한 기존 대화 속 인물 식별 연구들은 미리 정의된 인물을 대상으로 분류하는 형태로 접근해왔다. 이는 학습에 사용되지 않았던 인물이 나오는 임의의 다른 드라마 대본이나 대화 등에 바로 적용될 수 없다. 이에 본 논문에서는 영상 정보는 활용하되, 한번 학습하면 임의의 대본에 적용될 수 있도록 사전 인물 정보를 사용하지 않는 상호참조해결 기반의 인물 식별 방법도 제시한다.

• Journal of Digital Convergence
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• v.15 no.2
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• pp.285-294
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• 2017

In this study, change of the view of love was analyzed by big data analysis in TV drama of married person's love. Two dramas were selected for analysis with opposite theme of love story. The sympathy of audience for the one month period from the end of the drama was analyzed by text mining and sentiment analysis. In particular, changes in the meaning of home meaning are identified. Home is not 'a place where a husband and wife play a social role', but 'a place where they can share real sympathy and one can be happy'. If individuals are not happy, they need to break their homes. In this study, the current divorce rate and the question regarding the matter should be considered. But based on Google Trends, in Korean society, interest in marriage were still higher than romance. It means that people prefer to 'a love to get marriage' in Korean modern society, than 'love for love affair'. It seems to be reflection of cognition change, marriage should be based on true love. This study is expected to be applied to the study of trend change through social media.

• Science of Emotion and Sensibility
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• v.20 no.4
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• pp.31-40
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• 2017

This research aims to investigate 'Hallyu' contents consumption tendency of consumers from Korea, Japan, and the United States by analyzing their emotional responses. With the development of social media, research on emotion analysis by reviewing text materials has grown. Whereas environmental variables affect consumer demand towards 'Hallyu' contents, little comparative analyses have been conducted on the emotional responses of consumers from different countries. In this research, the emotional prototype model proposed by Russell(1980) used to extract and distinguish emotional words to clarify how people in the three countries differently perceive the Korean drama "Goblin". First of all, the SNS reviews were collected during a two-month period (February 12 to April 12). Second, significant factors were identified in the collected data according to Russell's emotion model. Third, random forest was applied to organize the selected variables in the order of variable importance. Fourth, the correlations among the emotional words were compared. Lastly, the accuracy of the trained model was measured using the test dataset. The results show that "Happy" was found to be the greatest factor in Korea and in the United States and "Pleased" in Japan. Emotional words correlations showed that when watching the drama "Goblin", "passive unpleasure" was the main factor associated with individual's interest in Korea whereas "passive pleasure" was associated with individual's interest in Japan and in the United States. Based on the results, this research suggests the possibility of developing evaluation guidelines for emotional responses of different countries towards 'Hallyu' contents.

• The Journal of the Convergence on Culture Technology
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• v.1 no.3
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• pp.77-82
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• 2015

Recently there are a lot of cases of pneumothorax disease among young people. Also, thoracic Surgery is just a disease that often emerges in the background in the medical drama related to a pneumothorax. However, despite being exposed to a lot of diseases in the mass media pneumothorax, actual pneumothorax patient do not know cases that have early signs of tension pneumothorax, the disease occurs even when coming to the emergency room, and Patients are also looking for the hospital of right lung surgery. When early symptoms of pneumothorax helps to prevent the onset of these problems, it has been studied and dose not receive any treatment. In this paper pneumothorax is compared by the various methods of treatment, and pneumothorax is introduced patients with symptoms in many medical dramas. And Other internet sites including google were investigated for various treatment methods through academic papers related to pneumothorax.

• Korean journal of communication and information
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• v.46
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• pp.420-448
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• 2009

This paper aims at advancing the understanding of human communication by reflecting the role of the consciousness of time in television communication. As the past, the present and the future are not independent realities, but co-exist in the human consciousness, the 'experience' and the 'expectation' are used as two essential conceptual tools which explain the mechanism of operation of the consciousness of time. The man anticipates the future based on the experience updated in the present, and chooses a present action and feels an emotion according to the expectation. The consciousness of time is extended to the symbolic instrument of time and the dominant vision of the world in the process of the socialization. The role of the consciousness of time in television communication is analyzed in both genres of information and fiction based on the media characteristics of television. The information and the fiction genres oppose to each other according to their relationships to the reality, but it turned out that their effects of communication such as enjoyment and novelty depends in common on the way of using the televiewer's consciousness of time.

• Journal of Digital Convergence
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• v.13 no.1
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• pp.481-486
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• 2015

This study aimed to analyze how a variety of relations created by the actions of characters shown in SBS Wednesday and Thursday dramas are communicated by using Greimas' actantial model. This study analyzed the sparsity structure that the subject have in relations between the subject, and a desire structure that the subject have will appear if we look into the interactive and binding relation between the subject and the object in the process of solving those problems. In the relations between the subject and originator, the role of originator in the dramas was limited when his or her character is established as a poor character weaker than the subject and the one to be protected, whereas he or she was more authoritative than the subject in the structure that originator shares a role as an antagonist. Objectors shown in three works gave help to the solution of incident after all by turning coat as another cooperators of the subject and the object, showing a tendency to reach maturity rather than being unhappy.