• Lingua Humanitatis
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• v.1 no.1
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• pp.275-294
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• 2001

This article aims to define the nature of proverbs from a polyphonic point of view and examine different readings of the complement involved in the combination of a proverb with a verb of personal opinion. An utterer of a proverb is not himself the author of the proverb. He may well be a 'speaker' of a proverb, but from a polyphonic view point he is not an 'enunciator' of the principle that underlies it. When we say that a speaker of a proverb is not its enunciator, we do not simply mean that he is not the author of the 'content' of the proverb he speaks: we mean that he is not the author of its 'form' either. The fact that a proverb loses its proverbial character when one paraphrases it proves that its form is not at the speaker's disposal. But a single factor cannot be held responsible for what a proverb is. As an indicator of the 'wisdom of the nation,' or vox populi, a proverb is the achievement of the 'collective enunciator.' The polyphony inherent in the proverb pits a particular speaker against a collective enunciator. This collective character of the proverb as a vox populi comes from its character as a phrasal denomination. Given that a proverb reflects a collective judgment and not a personal opinion, how do we interpret the combination of a proverb with a verb of personal opinion such as I think that ...\ulcorner Such a combination gives rise to readings at distinct levels: two types of metalinguistic reading and a reading based on the content of the proverb. The first level of reading, being applicative in nature, can be local or general, depending on the speaker's opinion as to the applicability of the proverb to a situation, particular or general. These applicative readings always involve polyphonic dissociation between the speaker and the enunciator. The second level of reading, which depends on the content of the proverb, is the result of the operation of deproverbialization, which makes the proverb lose its denominative status to preserve only its status as a generic phrase. The proverb, thus deproverbialized, looks like the series 'NP + VP.' For this reading, the speaker of the proverb takes into consideration the possibility of attributing a predicate to a nominal syntagm. Here occurs an identity between the speaker and the enunciator. It is not the case, however, that one can deproverbialize just any proverbs. In approaching to a locally typifying generic phrase, a proverb admits of being deproverbialized by an opinion verb only when its form does not render it difficult, either syntactically or metaphorically, to incorporate that proverb into the relevant combination, and when the proverb intrinsically possesses the traits that meet the conditions for the use of the opinion verb at hand. One can also maintain, based on the notion of deproverbialization, that a proverb expresses a collective judgment, a deproverbialized individual judgment.

• The Research Journal of the Costume Culture
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• v.30 no.1
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• pp.121-144
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• 2022

This study analyzed the effects of fashion creators' innovativeness and attractiveness on consumer response and orientation toward a sustainable relationship in personal media. A survey was conducted with consumers aged in their 20s and 30s who had experience in sharing video content or writing comments and participating in fashion creators' real-time broadcasting of personal media. The results show that the innovativeness of fashion creators was classified into originality, opinion leadership, variety, and adventurous spirit, while attractiveness was classified into physical, social, and professional attractiveness. Consumer responses were classified into either emotional or cognitive responses, and sustainable relationship orientation was classified into communication, sharing, and relationship sustainability. The originality and variety of the fashion creators positively affected the emotional and cognitive responses of consumers. Adventurous spirit positively affected emotional response, whereas opinion leadership positively affected cognitive response. In addition, the social and professional attractiveness of fashion creators positively affected consumers' emotional and cognitive responses. Emotional and cognitive responses positively affected consumers' sustainable relationship orientation. The originality and opinion leadership of the fashion creators positively affected the three factors of sustainable relationship orientation, while variety positively affected communication and relationship sustainability. Fashion creators' social and professional attractiveness positively affected the three factors of sustainable relationship orientation, and physical attractiveness positively affected relationship sustainability. The results of this study are expected to provide useful data on the direction of fashion startups using personal media and marketing as well as distribution strategies in the fashion industry.

• Asian Journal for Public Opinion Research
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• v.9 no.4
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• pp.352-367
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• 2021

Purpose: This research aims to examine gender preferences for men and women advertising models in Saudi advertisements. Saudi Arabia is known as one of the most gender-segregated society in the world, and it has gender-specific roles, characteristics, and behaviors that are undesirable for the other gender. Methodology: The questionnaire was developed with the help of earlier studies on perceptions towards advertising models and validated by a jury of experts and focus groups. The gender preferences for ten product categories (including automobiles, baby care products, cigarettes, cosmetics for women, fashion, food & beverages, motorcycles, personal care for men, personal care for women, sporting goods) were examined for men and women models. Similarly, three personal preferences characteristics for both genders (face beauty, voice quality, and Islamic dress), two characteristics for women models (body shape, femininity), and two characteristics for men models (height-weight balance, masculinity) were examined for men and women models separately. Finally, a survey was conducted to solicit responses from respondents (N=412). Findings: Results indicated significant gender preferences for gender-specific product categories and typical gender stereotypes in advertising models. Men models were preferred in men-specific products, and women models were required in women-specific products. Some product categories (including personal care for men and sporting goods) were ranked higher for men advertising models, while for women advertising models, other product categories (including personal care for women and cosmetics for women) were ranked higher. Masculinity was ranked highest as the preferred personal characteristic for men advertising models, while voice quality was highest for women advertising models. Finally, there is a significant difference between the preferred personal characteristic for men and women advertising models for three characteristics, including face beauty, Islamic dress, and masculinity and femininity. Implications: Saudi Arabia is a unique society with predominantly unique cultural dominance. Consequently, local culture greatly influences advertisements. It has stereotyped gender roles even in advertisements. This study will establish a baseline for further research on the subject area.

• Asian Journal for Public Opinion Research
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• v.12 no.2
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• pp.122-141
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• 2024

Drawing on mere exposure effect, we proposed that more exposure to a city, as measured by the number of channels of exposure, would increase familiarity, city image, and intention to visit that city. We conducted a survey of university students in seven Asian countries, asking them about a total of 14 cities, at least one from each of the surveyed countries. Exposure was found to be a significant antecedent and was most powerful when mediated by familiarity. Some types of exposure were stronger than others. Personal exposure, in the form of having visited a city or knowing someone who has, was the strongest type of exposure, with more than double the effect of media exposure. Social media, which is difficult to classify as either personal or media, was assessed separately and had a much smaller effect. The mere exposure effect exists whether the intention to visit a city is related to pleasure (tourism) or business.

• Journal of the Korean Home Economics Association
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• v.35 no.3
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• pp.63-75
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• 1997

The purposes of this study was to identify the differences between fashion opinion leaders and followers in the characteristics oriented New Young Generation and the types of fashion advertising involvement. The data were collected via a questionnaire from 431 college students(female=218 male=213) living in Seoul, Korea and analyzed by factor analysis and t-test. The results of this study were as follows: First, eight factors of the characteristics oriented New Young Generation were identified: Fashion, individuality, preference of caffe with affective mood, expression of emotion, indivisualism, preference of tastes oriented Western Europe, activity of pan club and chatting by personal computer. The significant differences between fashion opinion leaders and followers in fashion, individuality, preferences of the caffe with affetive mood, and expression of emotion were found in the data collected from female. There were significant differences between fashion opinion leaders and followers in fashion, individuality in the data collected from male. Second, three factors of fashion involvement advertising were identified: The hedonic involvement, social involvement, utilitarian involvement. The significant differences between fashion opinion leaders and followers in the hedonic involvement, social involvement, utilitarian involvement and the levels of involvement were found in the case of female's data. There were significant differences between fashion opinion leaders and followers in the hedonic involvement, social involvement and levels of involvement except for utilitarian involvement in the case of male's data.

• Asian Journal for Public Opinion Research
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• v.7 no.3
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• pp.143-168
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• 2019

With much attention being paid to the rapid growth of wrist-worn smart devices, this study aimed to examine the micro-processes that determine an individual's adoption of smart bands and smartwatches. Primarily relying on the theoretical background of the extended technology acceptance model (TAM II), this study explored relationships between three groups of predictors-social, personal, and device-oriented-and the three main components of the original TAM: perceived usefulness (PU), perceived ease of use (PEOU), and behavioral intention (BI). Results from the path analysis indicated multiple factors played significant roles in increasing the PU, PEOU, and BI of wristworn smart devices: subjective norms, social image, self-efficacy, perceived service diversity, and perceived reasonable cost. The main findings from this research contribute to significantly improving the understanding of the main factors leading people to adopt wrist-worn smart devices.

• Asian Journal for Public Opinion Research
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• v.10 no.3
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• pp.178-199
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• 2022

Two surveys for exploring communicative paths toward political participation were conducted with relatively large samples of Americans (N = 1001) and South Koreans (N = 1166). Hierarchical regression modeling of the relationships among demographics, personal networks, news consumption, and cross-cutting discussion and political participation demonstrated mostly commonalities between the two samples, including the interaction between political diversity and Twitter usage for news access but with distinct effect sizes of cross-cutting discussion on political participation. We attribute the differences to the two countries' distinct histories of democracy and culture, and the commonalities to the general relationships between cross-cutting discussion and political participation moderated by strong ties political homogeneity.

• International Journal of Costume and Fashion
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• v.13 no.1
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• pp.1-10
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• 2013

This study examines existing literature and uses case studies to identify the scope of fashion blogging and the evolving role of the personal style bloggers in the fashion business. Information on six popular personal style bloggers has been gathered to demonstrate the evolving business of these bloggers and their scope of operations that are relevant to fashion. The case of these six bloggers were drawn from popular media publications such as CNN, Wall Street Journal (WSJ), Time, Women's Wear Daily (WWD) and The New York Times. The case study of these six bloggers reveals that these personal style bloggers have used their reach and influence on the blog audience to procure and access business opportunities to grow their enterprise. The findings indicate that affiliation, partnership or collaboration with brands or established designers adds more value to a personal style bloggers resume. However, the findings also indicate that the popular fashion bloggers provide a new opportunity for marketing and promoting fashion brands and products to the younger generation.

• Journal of Digital Convergence
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• v.19 no.6
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• pp.225-232
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• 2021

Nowadays, opinion leaders influence the formation of public opinion on various issues in social network services. There has been a lack of research on the personal characteristics that inspire users to interact with opinion leaders and show intent to act. This paper verifies how the disposition of Facebook users' self-identity affects the quasi-social interaction with opinion leaders on Facebook and the intention to share information. As the perception and behavior of users on social media platforms differ depending on the type of issue, an online survey was conducted by classifying issue types into life culture and political sectors. Research found that personal identity had a significant positive effect on quasi-social interactions in the life culture and politics sectors, while group identity negatively affected quasi-social interactions. In addition, the intention to share information was confirmed to have a significant effect only in the life and culture areas of self-identity (social and group identity). Quasi-social interaction was confirmed to have a significant positive effect on all issue areas. The results of this study suggest the need to consider variations in opinion leader marketing strategies based on the types of self-identity of Facebook users in the future. In addition, the study shows that raising the level of quasi-social interaction at the corporate level without distinction of issue types can lead to effective results.

• Proceedings of the Korean Society of Computer Information Conference
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• 2017.07a
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• pp.344-345
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• 2017

Opinion mining and sentiment analysis(OMSA) as a research discipline has emerged during last 15 years and provides a methodology to computationally process the unstructured data mainly to extract opinions and identify their sentiments. The relatively new but fast growing research discipline has changed a lot during these years. This paper presents a scientometric analysis of research work done on OMSA during 2007-2016. For the literature analysis, research publications indexed in Web of Science (WoS) database are used as input data. The publication data is analyzed computationally to identify year-wise publication pattern, rate of growth of publications, research areas.