• Food Quality and Culture
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• v.3 no.2
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• pp.82-88
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• 2009

This study developed learning content and web pages providing information on Health/Functional Food (HFF) for consumers who come across information indiscriminately from a variety of advertising media such as the Internet and TV. After coming to an understanding of the current situation through literature review and fact-finding, we collected information and commercials on HFF that are exposed to consumers. Focusing on advanced countries such as the U.S. and Japan, we examined the current status of consumer education programs, especially in terms of HFF industry. Further, we referred to the guidelines for consumer education provided by the U.S. Food and Drug Administration and monitored the information from a web site that sells dietary supplementary products in the U.S. In addition, we surveyed consumer information on foods for special health use provided by the Japanese National Institute of Health & Nutrition, and investigated a DB of raw materials of function food (functionality/safety documents). Upon a literature review, the 13 functions of HFF were classified. As a result of conducting interviews with consumers, we developed content that was fit for consumers' perspectives. Through this research, we established a web page to enable people to search for information by function and then by raw material. After searching for information by raw materials, searching products by raw materials can be done in cooperation with E-marketplace. Subsequently developed content and education programs were offered on an HFF web page, which has been in operation since 2005. Therefore, it is expected that appropriate information on HFF will be available.

• Korean Journal of Poultry Science
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• v.26 no.1
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• pp.43-50
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• 1999

The features of special brand eggs are growing more and more diverse and it is hard to draw a clear distinction between these and ordinary (no-brand) eggs. Special brand eggs range from those with objectively recognizable characteristics to those given only an unsubstantial product image and price differentials are among them great, too. The relation between product features and prices is unclear. Special brand eggs are the commodity whose characteristics are the vaguest of all livestock products. Farm's brand eggs produce a high profitability to producers is they are directly sold to consumers, by, for example, home-delivery service. But if they are sold to supermarkets, etc., producer's (poultry farmer's) income becomes lower by the amount of distributors' margin, reducing the profitability substantially. Thus how to increase the ration of retailing is important for farmers to secure a high profit. The sales strategies of poultry are the combination of two elements, that is, new product development (product differentiation) and creation of new market. But it is difficult for special brand egg producers to develop products with clear characteristics (use value) distinct form ordinary eggs and so these producers depend on the factors of appearance, such as the color of egg shells and package. Special brand eggs manage to keep their marketable value by the combination of the few product features and product image. Thus NB eggs from feed producers have a great market-ability since they can take advantage of the power of patents and TV commercials. However, market differentiation affects profitability much more than product features and price gaps are very wide between directly sold and wholesaled eggs. The producers of special brand eggs have come to the turning point where they have to decide whether they will content with being the subcontractors for NB and PB eggs or they will continue to keep their independence in production and marketing.

• The Korean Journal of Community Living Science
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• v.24 no.3
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• pp.313-325
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• 2013

The purpose of this study is to investigate impulse buying and the searching for sources of information among males and females in their 20s by their utilization of sales promotion in an internet fashion shopping mall. The findings were as follows: First, there was a statistically significant difference in the use of sales promotion by age and gender. Second, two factors, such as a price-oriented utilization of sales promotion and a non price-oriented utilization of sales promotion were extracted from the analysis of sub factors of the utilization of sales promotion in an internet fashion shopping mall. Third, five factors, including affective impulse buying, provocative impulsive buying, situational impulse buying, reminder impulse buying, and pure impulsive buying, were extracted from the analysis of sub factors of impulse buying in an internet fashion shopping mall. Fourth, the utilization of sales promotions in an internet fashion shopping mall had statistically significant effects on the sub factors of impulse buying, provocative impulse buying, situational impulse buying, reminder impulse buying, and pure impulse buying. Fifth, the analysis of the correlation between the utilization of sales promotion and the searching for sources of information revealed that price-oriented utilization of sales promotion had a correlation with DM or text message, advice from friends or family, advice from a sales person, information from friends or colleagues, celebrity supporters on TV dramas or movies, and product commercials and information.

• Korean Journal of Human Ecology
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• v.18 no.4
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• pp.879-889
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• 2009

The purpose of this study was to analyze the dimensions of clothing benefits sought of male and female consumers in their twenties. It also aimed to investigate the demographic characteristics associated with customers types and the relationship among the related variables by the consumers types. The data were analyzed by factor analysis, one-way ANOVA, Duncan test, cluster analysis, and $X^2$-test. The results of this study are as follows: 1) The clothing benefits consisted of five factors, which were the pursuit of style, individuality, popular brand, vogue, and practicality. Based on these five factors, respondents were classified into four consumer types, which were style-and-trend-oriented, practicality-oriented, popular brand-oriented, and fashion indifference consumers. 2) In terms of the demographics, there were significant differences in age, gender, and total income among the consumer types of clothing benefits. 3) There was a significant difference in single brand loyalty in terms of the consumers types of clothing benefits. The popular brand-oriented group showed the highest mean in the single brand loyalty, while the practicality-oriented group did the lowest. 4) There were significant differences in the selection of the stores among consumers types of clothing benefits. Specifically, the style-and-trend-oriented group the most selected department stores, while practicality-oriented group chose fashion outlets or online shopping malls the most. Additionally, in terms of the information sources, the style-and-trend-oriented group the most frequently used magazine ads, while the popular-brand-oriented group preferred commercials on TV or radio, direct mail, or flyers from department stores. On the other hand, the fashion indifference group the most frequently used mass media.

• International Journal of Costume and Fashion
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• v.5 no.2
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• pp.68-77
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• 2005

In contemporary advertising market, one of main trends is to speak surrealistic visual language which provides 'enjoyable spectacles'. Specially, in the beginning of 21st century, there discovered more and more exhibitions and discourses about surrealism reinterpreted from the viewpoint of postmodernism. Surrealism as a creative style of expression based upon free association, has been a great inspiration for fashion ads for commercial communication as well as fashion design since its origin. However, there has been ignored the idea of analyzing surrealistic image expressed in fashion ads in spite of their flood. Accordingly, the purpose of this study is to grasp its cultural meaning through analyzing aesthetic characteristics of surrealistic image expressed in fashion ads. It will provide a better understanding of surrealistic image in fashion ads reflecting popular taste and preference directly as popular visual culture, focusing on post modern context. A case study of surrealistic fashion ads limits to TV or print commercials and digital ads as image ads stimulating visual expressions. The Results can be summarized as follows. Surrealism is an avant garde style which deconstructs the established meaning system as well as the existing formalistic order and then put them together in the frame of 'dream' and 'unconsciousness'. Defamiliarization questioning the whole edifice of representation can be adapted to. By means of paradox and metaphor, unfamiliar new visual world can be represented. The plastic characteristics of surrealistic image in fashion ads are founded as surrealistic styling of time and space, distortion of object by methods of automatism, depaysement, parody and trompe-l'oeil which bring about the deconstruction of gestalt. Aesthetic values of surrealistic fashion ads appear as dualistic representation, allegoric symbolism, fantastic romanticism. Ultimately they lead to marvelous. mysterious, humorous visual effects. Foster reinterpreted these effects of surrealism from Freud's 'Uncanny Concept'. 'Uncanny' means the phenomenon recurring to familiar being defamiliarized by repression. Surrealistic fashion ads strengthen this shocking effect more and more dramatically in company with our post modern needs for fantastic adventure and thrilling spectacle. It can be thought that surrealistic fashion ads reflects uncanny as an alternative which can relieve us of our stress and anxiety and which realize our potential desire in contemporary post industrial stage.

• KOREAN JOURNAL OF CROP SCIENCE
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• v.51 no.5
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• pp.466-476
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• 2006

The objective of this study was to compare and analyze the acceptability and consumption attitude for soy foods between Korean and Canadian university students as young consumers. This survey was carried out by questionnaire and the subjects were n=516 in Korea and n=502 in Canada. Opinions for soy foods in terms of general knowledge were that soy foods are healthy (86.5% in Korean and 53.4% in Canadian) or neutral (11.6% in Korean and 42.8% in Canadian), dairy foods can be substituted by soy foods (51.9% in Korean and 41.8% in Canadian), and soy foods are not only for vegetarians and milk allergy Patients but also for ordinary People (94.2% in Korean and 87.6% in Canadian). In main sources of information about soy foods, the rate by commercials on TV, radio or magazine was the highest (58.0%) for Korean students and the rate by family or friend was the highest(35.7%) for Canadian students. In consumption attitude, all of Korean students have purchased soy foods but only 55.4% of Canadian students have purchased soy foods, and soymilk was remarkably recognized and consumed then soy beverage and margarine in order. 76.4% of Korean students and 65.1% of Canadian students think soy foods are general and popular and can purchase easily, otherwise, in terms of price, soy foods were expensively recognized as 'more expensive than dairy foods' was 59.1% (Korean) and 54.7% (Canadian), and 'similar to dairy foods' was 36.8% (Korean) and 39.9% (Canadian). Major reasons for the rare consumption were 'I am not interested in soy foods' in Korean students (27.3%) and 'I prefer dairy foods to soy foods' in Canadian students (51.7%). However, consumption of soy foods in both countries are very positive and it will be increased.