• English Language & Literature Teaching
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• v.10 no.3
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• pp.143-157
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• 2004

Sam Shepard is one of the leading American playwrights who represented Off-Off Broadway in the l960s and 1970s. In his early days, he wrote many experimental plays but later he turned to realism. However, under the superficial realism in his later plays, we find that they contain experimental devices and themes. True West (1980) is the last play of ills realistic family trilogy. This play shows that the tradition of Old West, which is symbolized and replaced by desert, disappeared in the industrialized clues of modern West. The Old West is compared which the modern West through the struggle of two brothers, Lee and Austin. Their father, 'Old Man', ran out on his family and went to the desert but did not succeed there. He shows that he failed in achieving the American Dream. The family appears unusual and demolished The relationships of the characters are not based on love and belief. The family symbolizes the negative aspects of modern American society. After Austin recognizes the actual situation finding that there is no real life in the modern West, he tries to leave the city and his family. He wants to go to the desert in search of a new life. However, in the last tableau Lee blocks the exit and the two brothers square off. It implies that they are doomed to continue their struggle. The message Implies that American society today is lacking the same positive values they once had in the Old West.

• Journal of Korea Society of Digital Industry and Information Management
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• v.7 no.3
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• pp.123-136
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• 2011

Arts gains a new relation as the new academic area that deals with living organisms and through this technology, it affects everything, such as the body, entity, consciousness and unconsciousness to bring an overall change. Based on this premise, arts require a different interpretation from the previous product-focused interpretation or the analysis focusing on the aesthetics. As the result of arts using the scientific methods, I examined the changes of the arts semantics and how it evolved with what kind of contents and characteristics. The net art with the internet base also form a close relationship with the social and cultural codes. In categorizing the social issues and the topical discussions with semantic factors that evolve from the digital biological perspective, it can be divided into four types of complex interaction, positive feedback negative feedback, and amplification of unsettledness. Based on the characteristics of the multimedia and the interactive reaction, the technique and the imagery amplify the message through a spatial and timely meeting in a mutual repletion. In other words, the emotional communication is used to attempt the messages from the products and the expression in various methods.

• International journal of advanced smart convergence
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• v.8 no.1
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• pp.176-183
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• 2019

Rhyme of Truce is an educational program that helps you develop the ability to cope with cyber violence rightly. we aim to produce educational contents that will last a long time in the memory of specially children. By combining the room escape game and Leap motion / VR, the program reflects the user's motion and action in real time. The Keyboard Worrier comes into contact with the user and causes violence, and the user who is attacked by the monster see several negative messages written in red and hears abuses sound. Users enter the virtual space decorated as the cyber world. They can experience cyber-violence indirectly but vividly, and if language violence, which has been overlooked and recognized only as "letters", is executed offline, it will directly wonder if cyber-violence should also be regarded as a means of violence. Users have the opportunity to cope with violence autonomously. When a user is attacked by an in-game monster, there are two ways to choose from. First, fighting against with a keyboard (which is a symbol of language violence) just like a monster. Second, report the abuser to cyber bureau police. Both methods make them to escape the room, but when they get out of the room and return to the home and read the message through the monitor, users can recognize which action was right for.

• English & American cultural studies
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• v.17 no.2
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• pp.63-88
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• 2017

Al Capone Does My shirts is a book that received the Newbery Honor Award in 2005. The novel is set on Alcatraz Island, where the Alcatraz Federal Penitentiary housed the most dangerous and heinous criminals during the Great Depression era, and is centered on autism. The purpose of this study is to analyze the living conditions of a family with an autistic child in Al Capone Does My Shirts and the family's spiritual growth through conflict and pain. This study finds that the parents' and siblings' pain from the autistic child is certainly a negative experience, but such pain can help grow the family's love and spirit. Moose, the protagonist, grows into a mature teenager who truly understands his autistic sister and attempts to remedy his mother's wrongdoing. The mother also lays down her unreasonable expectations for her children, learns how to wait and observe from a patient's point of view, and mends her relationship with her son. This novel thus conveys a hopeful message: the family of disabled children can overcome difficulties stemming from the disability through continuously trying to understand each other.

• Asia Marketing Journal
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• v.15 no.4
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• pp.131-159
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• 2014

Corporate rebranding has been evident in the qualitative corporate rebranding studies as an imposed organizational change that induces mixed reactions and ambivalent attitudes among consumers. Corporate rebranding for the established and familiar corporate brands leads to more ambivalent attitudes as these companies represent larger targets for disparaging information. Consumers are found to hold both positive and negative reactions toward companies and brands that they are familiar with. Nevertheless, the imposed change assumption and ambivalent attitude, in particular corporate rebranding, have never been widely explored in the quantitative corporate rebranding studies. This paper aims to provide a comprehensive empirical examination of the ambivalence towards rebrandingrebranded brand attitude-purchase intention relationships. The author proposes that corporate rebranding for familiar corporate brands is a double-edged sword that not only raises the expectation for better performance, but also induces conflicted and ambivalent attitudes among consumers. These consumers' ambivalent attitudes are influenced by both the parent brands-related and general attitude factors which further affect their rebranded brand attitude and purchase intention. A total of 156 useable questionnaires were collected from Malaysian working adults; and two established Malaysian airfreight operators were utilized as the focal parent brands. The study found a significant impact of prior parent brand attitudes on ambivalence towards rebranding (ATR). The parent brand attitudes served as anchors in influencing how new information was processed (Mazaheri et al., 2011; Sherif & Hovland, 1961) and closely related to behavioral intention (Prislin & Quellete, 1996). The ambivalent attitudes experienced were higher when individuals held both positive and negative reactions toward the parent brands. Consumers also held higher ambivalent attitudes when they preferred one of the parent brands; while disliked the other brand. The study also found significant relationships between the lead brand and the rebranded brand attitude; and between the partner brands and ATR. The familiar but controversial partner brand contributed significantly to the ambivalent attitudes experienced; while the more established lead brand had significant impact on the rebranded brand attitude. The lead and partner brands, though both familiar, represented different meanings to consumers. The author attributed these results to the prior parent brand attitudes, the skepticism and their general ambivalence toward the corporate rebranding. Both general attitude factors (i.e. skepticism and general ambivalence towards rebranding) were found to have significant positive impacts on ATR. Skeptical individuals questioned the possibility of a successful rebranding (Chang, 2011) and were more careful with their evaluations toward 'too god to be true' or 'made in heaven' pair of companies. The embedded general ambivalent attitudes that people held toward rebranding could be triggered from the associative network by the ambiguous situation (Prislin & Quellete, 1996). In addition, the ambivalent rebranded brand attitude was found to lower down purchase intention, supporting Hanze (2001), Lavine (2001) and van Harreveld et al. (2009)'s studies. Ambivalent individuals were found to prefer delay decision making by choosing around the mid-ranged points in 'willingness to buy' scale. The study provides several marketing implications. Ambivalence management is proven to be important to corporate rebranding to minimize the ambivalent attitudes experienced. This could be done by carefully controlling the parent brands-related and general attitude factors. The high ambivalent individuals are less confident with their own conflicted attitudes and are motivated to get rid of the psychological discomfort caused by these conflicted attitudes (Bell & Esses, 2002; Lau-Gesk, 2005; van Harreveld et al., 2009). They tend to process information more deeply (Jonas et al., 1997; Maio et al., 2000; Wood et al., 1985) and pay more attention to message that provides convincible arguments. Providing strong, favorable and convincible message is hence effective in alleviating consumers' ambivalent attitudes. In addition, brand name heuristic could be utilized because the rebranding strategy sends important signal to consumers about the changes that happen or going to happen. The ambivalent individuals will pay attention to both brand name heuristic and rebranding message in their effort to alleviate the psychological discomfort caused by ambivalent attitudes. The findings also provide insights to Malaysian and airline operators for a better planning and implementation of corporate rebranding exercise.

• Journal of Global Scholars of Marketing Science
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• v.17 no.4
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• pp.23-49
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• 2007

Salespeople act at the point of MOT with customers and deliver the enterprise's message to the customers. They build up relationships with customers as well as deliver the customer's message to the enterprise. The salespeople's activity at the point of MOT with the customers and the degree of satisfaction of the customers' needs will affect the customers' attitude toward the enterprise, brand loyalty, and retention intention. Ultimately, it will influence the enterprise's financial performance. The control of salespe1ople is one of the most interesting topics of marketing. This research investigates the relationships of the control types over salespeople(positive/negative outcome control, positive/negative behavior control) and job satisfaction and their mediating variables. The mediating variables in the relationships have been identified as outcome/behavior-related role clarity and self-efficacy. The purpose of this study is more specifically as follows: First, it investigate how the perception of salespeople control types affect role-clarity. Second, it examines how the perception of salespeople control types influence self-efficacy. Third, it investigate the mediating role of role-clarity between the perception of salespeople control types and self-efficacy. Fourth, it investigates how role-clarity affect self-efficacy and job satisfaction. Finally, it will investigates how self-efficacy influences job satisfaction. Data were collected from the pharmaceutical industry salespeople and analyzed by SPSS 12.0 and AMOS　6.0. The data were collected by 400 respondents and 377 valid questionnaires were analyzed. The results are summarized as follows: First, positive/negative outcome controls had a positive relationship with outcome-related role clarity. Also positive behavior control had a positive effect on behavior-related role clarity, but negative behavior control didn't influence behavior-related role clarity. Second, positive outcome control influenced self-efficacy positively, but positive behavior control didn't have a positive effect on self-efficacy. In addition negative outcome control and negative behavior control had a positive effect on self-efficacy due to the mediating role of outcome-related and behavior-related role clarity. Third, outcome-related role clarity and behavior-related role clarity influenced self-efficacy positively. Behavior-related role clarity had a positive effect on job satisfaction, but outcome-related role clarity didn't influence job satisfaction. Finally, self-efficacy didn't have any effect on job satisfaction. The contributions of this study are as follows: First, existing studies have investigated the direct causal relationship between salespeoples' control type and performance, but this study investigates the structural causality between salespeoples' control types, responses, and performances. Second, this study found the mediating role of outcome-related/behavior-related role-clarity between outcome/behavior control and self-efficacy. Finally, the findings of this study further insight to existing studies on the relationship between job satisfaction and self-efficacy. The confidence of salespeoples' task influenced job satisfaction positively in existing articles,field studies, but the relationship between these two variables was not significant in this study. This means that there can be a different relationship between confidence and job satisfaction according to salespeoples' business. That is, the business environment may not be satisfying, even if the salespeople say that they have ability and confidence about their business. This means that able salespeople who have ability and confidence about their business are not satisfied with their job advancement in the company. Therefore, enterprise need to provide training that can establish a business environment that can satisfy the salespeole's expectation level which will secure good salespeople. This study may have limitation when applied to future studies. First,in this study as with existing studies it investigates the control level that salespeople feel is being measured. Actuality, the control level that a manager enforces and the control level that salespeople perceive when one is late can be different. There is need to measure lateness from both the perspective of the manager and salespeople should be done to supplement this study in the future Second, this study used variables that were connected with action result but salespeople's job satisfaction is due to the result of control. But, focusing on result of control can provide a more important financial result than sales performance. This study is also limited in that it did not consider financial result by result of control. Further studies on this will need to be done in the future. Third, this study may have a further limitation,because the investigation was restricted to pharmaceutical salespeople selling to hospitals. It is necessary to execute investigations in various industries to increase the generalization of the study findings Fourth, in this study, role clarity and self-efficacy by response variable for control and considered job satisfaction by outcome variable of control was considered. But, can other variables be considered beside response variable and result variable for control? For example, can financial affairs and change of post by outcome variable along with business stress by response variable for control be considered? Therefore, future studies need to consider various control variables. Finally, there is limited supporting research in the field of marketing which restricts the generalization of the study finding along with collecting material through random sampling of a limited size. This research summarizes the research in this area, the difference from the previous research, and provides a discussion of its limitations and the need and direction for further future research.

• Journal of the Korean Institute of Intelligent Systems
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• v.23 no.4
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• pp.317-324
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• 2013

Twitter sentiment analysis is to classify a tweet (message) into positive and negative sentiment class. This study deals with SentiWordNet(SWN)-based twitter sentiment analysis. SWN is a sentiment dictionary in which each sense of an English word has a positive and negative sentimental strength. There has been a variety of SWN-based sentiment feature extraction methods which typically first determine the sentiment orientation (SO) of a term in a document and then decide SO of the document from such terms' SO values. For example, for SO of a term, some calculated the maximum or average of sentiment scores of its senses, and others computed the average of the difference of positive and negative sentiment scores. For SO of a document, many researchers employ the maximum or average of terms' SO values. In addition, the above procedure may be applied to the whole set (adjective, adverb, noun, and verb) of parts-of-speech or its subset. This work provides a comparative study on SWN-based sentiment feature extraction schemes with performance evaluation on a well-known twitter dataset.

• Cartoon and Animation Studies
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• s.35
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• pp.181-208
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• 2014

Kon Satoshi is a representative animation film director who explores human's intrinsic self-identity based on ambivalence and delivers a message for self-reflection of entity. The aim of this study is to analyze the persona of character according to the way how a self incorporates with another self in his film; that is to say, how a mask of the personality expresses and realizes itself from the perspectives of the Jung's analytical psychology. The persona, defined as the upmost external personality, involves social behavior playing a specific role to establish constant relationship with others in a society. With increasing demand in a society, individuals get to adapt to outer environment by playing his/her given role in various masks of personality. In this way, although persona acts as a major function in relationship with outer world, it would exert a negative influence on formation of self-identity because of the inconsistency between consciousness and unconsciousness when immersed only in mask of personality, complying excessively with the demand of group. However, persona does not always have a negative effect on relationships. Developed adequately to fulfill its social function, persona is helpful to establish a healthy self-identity with balanced control between inner world of unconsciousness and outer world of consciousness. From these perspectives, this study can identify how the desire of mask hidden inside of each character expresses to function in a positive or negative way by analyzing characters in the film according to integrated pattern and correlation between consciousness and unconsciousness. Additionally, I hope that the psychological research methods in this study will be full of help for interpreting on a character analysis as a theoretical approach.

• Journal of Digital Convergence
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• v.11 no.3
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• pp.85-93
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• 2013

This study were investigated in Korean and Chinese consumers' awareness about the controversial ads expressions. Any ethical evaluation and consumers about the issue of the type of ad that is examined, and also the difference between Korea and China, the consumer perception of advertising ethics evaluation is confirmed. Korean and Chinese consumers consumerism to promote awareness and relevance is analyzed. Firstly, the negative role of advertising in terms of positive perceptions of Chinese consumers significantly higher. The other hand, recognize the positive role in the Korean consumer awareness was high. Second, the Korean consumer advertising that targets children positive response compared to Chinese consumers higher. Third, Sexual Appeal for Chinese consumers think that is very generous compared to Korean consumers were Fourth, Korea and China consumers about tobacco advertising for all tobacco advertising was negative ethical perception. Fifth, obnoxious ad, ads, such as racial discrimination and acts for all bilateral consumers very negative comments were, for the spread of AIDS, bilateral consumers allow condom ads for all the positive responses demonstrated. The results of this study advance into China and the Korean company's executives and advertising agency advertising practitioners to formulate a strategy to accommodate an effective message.

• The Journal of the Korea Contents Association
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• v.21 no.3
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• pp.720-729
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• 2021

The purpose of this study was to measure repeated the process of non-suicidal self-injury individuals change in everyday life through the Ecological Momentary Assessment(EMA) daily diary. The study subjects of were 17 adults aged 19 to 29, accessed a link sent by text message on a cell phone and recorded a diary of the day's affects, interpersonal conflicts, self-injury thoughts, and behaviors once a day for two weeks. Using a total of 238 reported entries, the contextual factors of NSSI were examined, and the effects of affects and interpersonal conflicts on NSSI analyzed through a multi-level model. As a result, the negative affects of that day have a significant relation with within subject NSSI behavior and positive affects have a significant relation between subject NSSI behavior. These findings means that overall individuals with low positive affects have a higher risk of self-injury behavior compared to those with higher levles of positive emotions, and an increase in negative emotions on that day within an individual increases the risk of self-injury behavior on that day. In other words, it implies that it is important to manage negative emotions and strengthen overall positive affects for that day in the intervention of emotion-regulation of experienced self-injury individuals. It is meaningful that this study explored NSSI risk factors experienced in daily life through the short-term longitudinal study.