• Korean Journal of Poultry Science
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• v.46 no.1
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• pp.47-53
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• 2019

The aim of this study was to investigate the difficulties that Korean farmers and processors currently experience with respect to the market for Korean native chicken (KNC). This study also provides suggestions by which they can overcome these difficulties. In all, sixty-nine farmers and sixty-two processors participated in our investigation, which addressed 1) the current difficulties that KNC farmers face, 2) the current importance-satisfaction measures among KNC farmers and processors, and 3) the future direction of the KNC market: farmer and processor opinions. The respondents stated that the limited number of sales stores was the most difficult market condition they faced in raising KNC, followed by feed cost, animal disease, and poor production environment. Regarding issues of importance and satisfaction, origin in raising step and slaughtering in the processing and distribution step were considered the areas most in urgent need of improvement, given farmers' and processors' high levels of dissatisfaction with these. Both the free-range farming system and the concept of animal welfare are growing in importance, given consumers' interests in these areas. As to opinions on the direction of KNC development, menu development was cited as most important, followed by public advertisement, accessibilities, business aid, and breed development. Consequently, the results show that well-organized support from both the government and related industries is needed, as chicken farmers and processors cannot resolve certain limitations inherent in the KNC industry on their own.

• Journal of Korean Society of Rural Planning
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• v.15 no.2
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• pp.59-68
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• 2009

Nowadays, local governments have been developing an image to represent their regions' identity. These characters contain unlimited capabilities of utilization and advertising effect that adds to their high value. However, we must consider how effectively the image helps in representing its region because some characters have been produced upon timely basis without consistent long-term planning. This study is to investigate the image and motif of the local government characters from the consumer's perspective. The results are as follows: 1)The images employed by the local governments are not highly preferred and most regions select motifs from their local agricultural products and native plants. 2)The variables that affect the character of the local governments are such as beauty, identity, etc. In conclusion, in order to maximize the local government image, one must improve the design concepts, encourage advertisement of regional festivities and travel commercialization, and advocate the identity and beauty of the local area to the residents and other regional people.

• Journal of Korea Entertainment Industry Association
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• v.13 no.7
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• pp.99-118
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• 2019

This study confirmed the followings based on analysis of language messages in 718 advertisement in , AMOREPACIFIC's beauty magazine, published from 1958 to 2018 by product categories, era, in terms of purchase information, persuasive expression, word type. First, the number of pieces among 1980s to 1990s advertisement were the largest and, in terms of product categories, there were the greatest number of pieces in skincare, makeup and mens products. Second, headline and bodycopy had a different aspect in persuasive expression. "focused on image-making" was mainly used for head lines. Specifically, "situational image" was generally dominant. While the "user image" was higher before 1990's, "brand image" was as recent times. "Informal" was mostly applied for bodycopies, especially, "general information" and "differentiated information" was used the most. It is important to know what kind of information the brand established in each brand should be embodied rather than simply dividing the appeal method into "rational appeal" and "emotional appeal."Third, persuasive expression has different aspects in headlines and body copies. "focused on image-making" was mainly used as headlines. Specifically, "situational image" is dominant. Also, "user image" was high before 1990s but "brand image" got higher in recent times. "Informal" was mostly used as body copies, especially "general information" and "differentiated information" were the most frequently selected. Therefore, it is important to apprehend which information to specify established images by brands, rather than to divide "rational appeals" and "emotional appeals". Lastly, categorizing word type into brand names and headlines, foreign language was the most dominant in brand names and Chinese characters in headline. Remarkably, brand names in native language temporarily high in 70's and 80's, which could be interpreted to be resulted from the government policy promoting native language brands in those times. In addition, foreign language was frequently used in cosmetics and Chinese characters in men's product. It could be explained that colors or seasons in cosmetic products were expressed in foreign language in most case. On the other hand, the inclination of men's product consumers, where they pursue prestige or confidence in Chinese character, was actively reflected to language messages.

• The Journal of the Korea Contents Association
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• v.21 no.9
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• pp.284-298
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• 2021

In addition to awareness building, TV media creates search behavior for the brand and the search result may link to a brand homepage and/or an e-commerce site. This study analyzed the impact of TV advertisements on a search volume at NAVER, a leading Korean search platform, in order to verify the impact of TV advertisements on brand-related search behavior. Results are as follows. TV advertisement exposure was significantly related to the amount of Korean search, English search, and total search. In addition, changes in TV advertising exposure also had a significant static influence on changes in search volume. The increase in the number of brand search was different by industries that carried out TV advertisements, and it was verified that the frequency of English searches increased faster than the frequency of Korean search as the exposure of TV advertisements increased. Therefore, domestic TV advertising volume has been verified to affect NAVER search volume, and the advertising industry and brand search language that conducted TV advertisements have been verified to be moderating variables. TV advertisements can be interpreted to cause brand search behavior in English even though it is not a native language for Koreans.