• Economic and Environmental Geology
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• v.50 no.2
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• pp.171-180
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• 2017

This study performed the analysis on the volcanic gases and hot spring waters from the Julong hot spring at Mt. Baekdu during the period from July 2015 to August 2016. Also, we confirmed the errors that $HCO_3{^-}$ concentrations of hot spring waters in the previous study (Lee et al. 2014) and tried to improve the problem. Dissolved $CO_2$ in hot spring waters was analyzed using gas chromatograph in Lee et al. (2014). Improving this, from 2015, we used TOC-IC to analysis dissolved $CO_2$. Also, we analyzed the $Na_2CO_3$ standard solutions of different concentrations using GC, and confirmed the correlation between the analytical concentrations and the real concentrations. However, because the analytical results of Julong hot spring water were in discord with the estimated values based on this correlation, we can't estimate the $HCO_3{^-}$ concentrations of 2014 samples. During the period of study, $CO_2/CH_4$ in volcanic gases are gradually decreased, and this can be interpreted in two different ways. The first interpretation is that the conditions inside the volcanic edifice are changing into more reduction conditions, and carbon in volcanic gases become more favorable to distribute into $CH_4$ or CO than $CO_2$. The second interpretation is that the interaction between volcanic gases and water becomes greater than past, and the concentrations of $CO_2$ which have much higher solubility in water decreased, relatively. In general, the effect of scrubbing of volcanic gas is strengthened during the quiet periods of volcanic activity rather than active periods. Meanwhile, the analysis of hot spring waters was done on the anion of acidic gases species, the major cation, and some trace elements (As, Cd, Re).

• Asian-Australasian Journal of Animal Sciences
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• v.13 no.10
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• pp.1377-1387
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• 2000

Two laboratory techniques: (1) an in vitro method with two procedures for measuring protein degradabilities and (2) an in vitro method with three procedures for measuring protein solubility, were investigated to determine which laboratory techniques could most accurately predict the quantity of rumen protein degradation kinetics of legume seeds after dry roasting under various conditions, in terms of (1) rumen protein disappearance ($D_j$, where j=0, 2, 4, 8, 12, 24 and 48 h incubation), (2) rumen protein effective degradability (EDCP), (3) the parameters describing rumen degradation characteristics (the soluble fraction: S, the potentially degradable fraction: D, undegradable fraction: U, lag time: T0 and the degradation rate: Kd) and (4) rumen bypass protein (BCP), which were determined by the method accepted internationally at present, in sacco nylon bag technique using the standardized Dutch method. Feeds evaluated were the raw and dry roasted whole faba (Vicia faba) beans (WFB) and whole lupin (Lupinus albus) seeds (WLS), each was dry roasted under various conditions (at 110, 130 or $150^{\circ}C$ for 15, 30 or 45 min). In vitro protein degradability ($D_1$_Auf and $D_{24}$_Auf) were determined using the modified Aufr re method by enzymatic hydrolysis for 1 h and 24 h using a protease extracted from Streptomyces griseus in a borate-phosphate buffer. In vitro protein solubility ($bf_1$_S, $bf_2$_S, $bf_3$_S) was measured in a borate-phosphate buffer with three different procedures. Results from laboratory techniques (in vitro) were correlated and linearly regressed with in sacco results. Of the three procedures of in vitro protein solubility evaluated, none of them could predict in sacco results with good precision. The highest Pearson correlation coefficient ($R^2$) was less than 0.50. Of two procedures of in vitro protein degradability studied, the $D_1$_Auf values were closely correlated with in sacco parameters: Kd, EDCP and %BCP with high R' values: 0.82, 0.85 and 0.85, respectively, and closely correlated with in sacco $D_j$ at 2, 4, 8 and 12 h rumen incubation with high $R^2$ values: 0.83, 0.91, 0.93 and 0.83, respectively. The $D_{24}$_Auf values could not predict in sacco results. The highest $R^2$ value was less then 0.40. These results indicated that in vitro protein solubility measured in borate-phosphate failed to identify differences in the rate and extent of protein degradation of legume seeds after dry roasting under various conditions and thus should not be used to predict rumen degradation, particularly for heat processed feedstuffs. But in vitro protein degradability using the modified Aufr re method by enzymatic hydrolysis for 1 h or possibly an intermediate time (>1 h and <24 h) is a promising laboratory procedure to detect effectiveness of dry roasting legume seeds on rumen protein degradation characteristics and could be used as a simple laboratory method to predict the rate and extent of protein degradation in the rumen in sacco with high accuracy. The equations to predict EDCP, Kd and BCP of dry roasted legume seeds (WLS and WFB) under various conditions are as follow: For both: EDCP (%)=-1.37+1.06*$D_1$_Auf ($R^2=0.85$, p<0.01). For both: Kd (%/h)=-21.81+0.49*$D_1$_Auf ($R^2=0.82$, p<0.01). For both: %BCP=103.37-1.07*$D_1$_Auf ($R^2=0.85$, p<0.01).

• Journal of the Korean association of regional geographers
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• v.17 no.6
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• pp.738-752
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• 2011

La c$\hat{o}$te m$\acute{e}$ridionale de la Cor$\acute{e}$e du sud, et principalement la ville de Yeosu et ses environs pr$\acute{e}$sentent un int$\acute{e}$r$\hat{e}$t particulier puisque le paysage offre de nombreuses presqu'$\hat{i}$les, baies et $\hat{i}$les. Pour tirer profit de ces paysages naturels il est d'abord n$\acute{e}$ssaire de les prot$\acute{e}$ger. Malgr$\acute{e}$ la haute valeur de ces paysages naturels, ils demeurent peu connus et les analyses $\acute{e}$cotouristiques de la ville de Yeosu et ses environs sont encore incompl$\grave{e}$tes. Par ailleurs, la protection de ces paysages naturels est rendue difficile par la d$\acute{e}$sagr$\acute{e}$gation d$\hat{u}$e aux sels halo$\ddot{i}$des. Cette recherche a pour objet l'$\acute{e}$tude du tourisme physico-$\acute{e}$cologique et sa contribution au d$\acute{e}$veloppement $\acute{e}$conomique d'une r$\acute{e}$gion de Yeosu en Cor$\acute{e}$e du sud. Nous nous int$\acute{e}$ressons particuli$\grave{e}$rement au d$\acute{e}$veloppement d'une route $\acute{e}$cotouristique, aux crit$\grave{e}$res de s$\acute{e}$lection du lieu $\acute{e}$cotouristique et $\grave{a}$ la pr$\acute{e}$sentation des explications touristiques, en tenant compte de l'$\hat{i}$le de Sado et de ses paysages naturels sur le plan de l'$\acute{e}$cotourisme. Il y a plusieurs ressources $\acute{e}$cotouristiques sur l'$\hat{i}$le de Sado et dans ses environs: la plage de sable et la falaise de l'$\hat{i}$le de Sado; les traces fossiles de dinosaures, la ripple-mark et la crevasse dans le sol boueux de l'$\hat{i}$le de Joungdo; le tombolo, l'affleurement tufac$\acute{e}$ et le dyke de l'$\hat{i}$le de Silouseom; le trou provoqu$\acute{e}$ par les sels halo$\ddot{i}$des et le dyke de l'$\hat{i}$le de Jangsado; la mer ass$\acute{e}$ch$\acute{e}$e entre l'$\hat{i}$le de Naquek et l'$\hat{i}$le de Choudo. On a, g$\acute{e}$n$\acute{e}$ralement, d$\acute{e}$velopp$\acute{e}$ les reliefs li$\acute{e}$s $\grave{a}$ la couche s$\acute{e}$dimentaire et les fossiles de la derni$\grave{e}$re p$\acute{e}$riode du m$\acute{e}$sozo$\ddot{i}$que. La route $\acute{e}$cotouristique part de l'embarcad$\grave{e}$re de l'$\hat{i}$le de Sado et continue du Nord jusqu'au Sud.

• The Korean Journal of Nuclear Medicine Technology
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• v.17 no.1
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• pp.76-79
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• 2013

Purpose: It is very important to establish the appropriate reference range in the laboratory for preventing mistakes like false positive or false negative. Because the reference range in the laboratory is standard of patient test results interpretation. Proinsulin is precursor hormone of insulin, and the importance is increasing for diagnosing diabetes or insulinoma. Proinsulin reagent used in our laboratory is produced in the USA, and the reference range provided by manufacturer was adapted to our reference range after the validation test. But, it is generally recommend for the every laboratory to establish the their own reference range. So, we decided to re-evaluate the reference range with our patients' test results. Materials and Methods: Among 737 patients who had been to health promotion center in our hospital between Dec. $8^{th}$ 2011 and Dec. $21^{st}$ 2011, 563 patients are chosen with exception of diabetics patients and patients showing abnormal test results in Fasting Glucose, HbA1c, Insulin, and C-peptide. The 563 test results (275 males and 288 females) were classified with three groups(entire, male, female), and analysis of normal distribution was performed with aid of SPSS(version 19.0). Because Each group didn't show normal distribution, the reference range was set from the lowest limit of 2.5% to the highest limit of 97.5% with Percentile method used in non-normal distribution. Results: When evaluation values are sorted in ascending order, the entire range is 4.5~52.0 pM and 5.3~51.9 pM for male and 4.5~52.0 pM for female. The calculated reference range with percentile method shows 6.7~26.5 pM for entire group, 6.8~26.5 pM for male and 6.7~26.5 pM for female, respectively. Conclusion: The reference range provided by reagent manufacturer is 6.4~9.4 pM and the one established in this study is 6.7~26.5 pM. This difference might be caused by racial characteristics between Western people and Koreans. So an ideal reference range can be gotten with normal population visiting to every hospital. Our hospital has been using the newly re-establishing reference range under consultation with the department of endocrinology since Aug. $1^{st}$ 2012.

• Journal of the Korean Academy of Child and Adolescent Psychiatry
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• v.5 no.1
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• pp.83-92
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• 1994

Paroxetine is a potent and selective serotoin re-uptake inhibitor. It is well known as an effective and safe antidepressant and increasingly used for neurotic or non-psychotic depression with anxiety symptoms. The present study assessed antidepressant and antianxiety efficacy and tolerability of paroxetine against placebo in child-adolescent and adult depressive neurosis patients. 232 subjects aged 8-55 years and meeting DSM-III-R criteria for depressive neurosis or dysthymia were divided into 8 subgroups according to their sex and age(8-11 yeard old, 12-17 years old, 18-35 years old and 36-55 years old subgroup in each male and female group). In each subgroup, the randomly assigned half of the patients were treated with paroxetine(10-30mg/day) and the others with placebo for the first 2 weeks in double blind fashion. After 1 week of drug-washout period, paroxetine and placebo groups were crossed over. The depression and anxiety symptoms were assessed with Hamilton Depression Scale(HDS) and Hamilton Anxiety Scale(HAS) at baseline and every 1 week during the trial periods. The levels of reduction in HDS and HAS scores from baseline after 2-week trial were compared between paroxetine- and placebo- treated periods by paired t-test. In all the 8 subgroups, statistically significant differences between paroxetine and placebo were found on the antidepressant efficacy after 2-week treatment. The antidepressant efficacy of paroxetine compared to placebo was most prominent in child and adolescent female groups. On anxiety symptoms, paroxetine was also significantly more effective than placebo. The antianxiety efficacy of paroxetine compared to placebo was most prominent in male and female child groups and young adult female group aged 18-35 years. As for the adverse effects of paroxetine, 3 out of 232 subjects reported mild indigestion and abdominal pain. however, in all the 3 cases, the symptoms improved without reduction of dosage or discontinuation of the drug. In conclusion, paroxetine showed significantly higher antidepressant and antianxiety efficacy compared to placebo in child-adolescent and adult depressive neurosis patients after 2-week treatment. Further trials of paroxetine in depressive neurosis are warranted to elucidate the long-term antidepressant and antianxiety efficacy of paroxetine.

• 대한공업교육학회지
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• v.44 no.2
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• pp.28-46
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• 2019

The purpose of this study is to use as a basic data of establishing operating Course-based National Technical Qualification(CNTQ) support program by examining the educational needs for operating CNTQ of vocational school teachers, and to contribute to the vocational school settlement of CNTQ course. To achieve those purposes, this study drew 27 tasks performed by teachers operating CNTQ. Also, it surveyed the perceived importance and the performance. The findings of this study are as follows. First, it is showed that 'selection of qualification fields and confirmation of organization criteria, organization of educational training time by competency unit, organization of subjects and establishment of competency unit operating plan by grade and semester, selection of teaching materials, implementation of education and training, establishment of evaluation plan, implementation of evaluation, re-education and re-evaluation students with grades under 40%, guidance of paper evaluation, guidance of practical evaluation, guidance of interview evaluation' are the first priority tasks in the result of the need analysis. Second, it is indicated that 'application of external evaluation, guidance to retake an exam for failure' are the secondary priority tasks. According to these results, the following conclusions were made. First, it will be more positive effects if the educational needs in the next CNTQ support program include contents of the first priority tasks. Second, it is indicated that the priority of the educational needs for tasks of operating plan stages is commonly high. In particular, the highest ranking in the result means that it is completely supported from the first step on operating course. It is expected that the program which teachers on operating the course of similar qualification fields share each operating experience is effective. Third, the priority of the educational needs for external evaluation step ranked high. External evaluation has a different level of difficulty and a form of practical evaluation output according to qualification fields, so the method of guidance has to be different. It needs the program constructed by similar fields.

• Journal of Intelligence and Information Systems
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• v.22 no.2
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• pp.127-142
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• 2016

Deep learning model is a kind of neural networks that allows multiple hidden layers. There are various deep learning architectures such as convolutional neural networks, deep belief networks and recurrent neural networks. Those have been applied to fields like computer vision, automatic speech recognition, natural language processing, audio recognition and bioinformatics where they have been shown to produce state-of-the-art results on various tasks. Among those architectures, convolutional neural networks and recurrent neural networks are classified as the supervised learning model. And in recent years, those supervised learning models have gained more popularity than unsupervised learning models such as deep belief networks, because supervised learning models have shown fashionable applications in such fields mentioned above. Deep learning models can be trained with backpropagation algorithm. Backpropagation is an abbreviation for "backward propagation of errors" and a common method of training artificial neural networks used in conjunction with an optimization method such as gradient descent. The method calculates the gradient of an error function with respect to all the weights in the network. The gradient is fed to the optimization method which in turn uses it to update the weights, in an attempt to minimize the error function. Convolutional neural networks use a special architecture which is particularly well-adapted to classify images. Using this architecture makes convolutional networks fast to train. This, in turn, helps us train deep, muti-layer networks, which are very good at classifying images. These days, deep convolutional networks are used in most neural networks for image recognition. Convolutional neural networks use three basic ideas: local receptive fields, shared weights, and pooling. By local receptive fields, we mean that each neuron in the first(or any) hidden layer will be connected to a small region of the input(or previous layer's) neurons. Shared weights mean that we're going to use the same weights and bias for each of the local receptive field. This means that all the neurons in the hidden layer detect exactly the same feature, just at different locations in the input image. In addition to the convolutional layers just described, convolutional neural networks also contain pooling layers. Pooling layers are usually used immediately after convolutional layers. What the pooling layers do is to simplify the information in the output from the convolutional layer. Recent convolutional network architectures have 10 to 20 hidden layers and billions of connections between units. Training deep learning networks has taken weeks several years ago, but thanks to progress in GPU and algorithm enhancement, training time has reduced to several hours. Neural networks with time-varying behavior are known as recurrent neural networks or RNNs. A recurrent neural network is a class of artificial neural network where connections between units form a directed cycle. This creates an internal state of the network which allows it to exhibit dynamic temporal behavior. Unlike feedforward neural networks, RNNs can use their internal memory to process arbitrary sequences of inputs. Early RNN models turned out to be very difficult to train, harder even than deep feedforward networks. The reason is the unstable gradient problem such as vanishing gradient and exploding gradient. The gradient can get smaller and smaller as it is propagated back through layers. This makes learning in early layers extremely slow. The problem actually gets worse in RNNs, since gradients aren't just propagated backward through layers, they're propagated backward through time. If the network runs for a long time, that can make the gradient extremely unstable and hard to learn from. It has been possible to incorporate an idea known as long short-term memory units (LSTMs) into RNNs. LSTMs make it much easier to get good results when training RNNs, and many recent papers make use of LSTMs or related ideas.

• Journal of Korean Theatre Studies Association
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• no.40
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• pp.239-275
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• 2010

Cette ${\acute{e}}tude$ a pour but de proposer une $m{\acute{e}}thodologie$ de critique avec la $s{\acute{e}}miotique$ ouverte. La critique de $th{\acute{e}}{\hat{a}}tre$ commence ${\grave{a}}$ lire le $th{\acute{e}}{\hat{a}}tre$, l'analyse et juge son valeur. Il arrive souvent qu'on juge avec intutition. On dit que c'est une critique d'impressionnisme. Cette critique est subjective, mais pas objective. La $s{\acute{e}}miotique$ de Saussure offre la $m{\acute{e}}thodologie$ scientifique ${\grave{a}}$ la critique. A $c{\hat{o}}t{\acute{e}}$ de la critique d'impressionnisme qui est subjective, la $s{\acute{e}}miotique$ peut expliciter la raison objective. On ${\acute{e}}tait$ admiratif devant sa scientisme, pourtant $apr{\grave{e}}s$ quoi on critique sa non-$subjectivit{\acute{e}}$ et sa non-$historicit{\acute{e}}$. Dans l'opposition de $l^{\prime}objectivit{\acute{e}}$ et de la $subjectivit{\acute{e}}$, on tente de rechercher un model $int{\acute{e}}gr{\acute{e}}$ dialectiquement entre l'impressionisme(subjective) et la scientisme(objective). Pour cela, on doit aux Ecrits de linguistique $g{\acute{e}}n{\acute{e}}rale$ ($publi{\acute{e}}$ en 2002 chez Gallimard). Ces Ecrits nous aident ${\grave{a}}$ amener la $s{\acute{e}}miotique$ $ferm{\acute{e}}e$ sur la $s{\acute{e}}miotique$ ouverte et ${\grave{a}}$ $red{\acute{e}}couvrir$ la $pens{\acute{e}}e$ de Saussure. Ils nous font ouvrir un nouveau champ de recherche pour la $s{\acute{e}}miotique$ ouverte. L'essentiel de la $th{\acute{e}}orie$ saussurienne du signe $d{\acute{e}}pend$ de l'arbitraire et du circulaire du signe. On $red{\acute{e}}couvre$ la notion ${\acute{e}}largie$ du signe, dans Ecrits de linguistique $g{\acute{e}}n{\acute{e}}rale$, contre le courant majeur de linguistique et de structuralisme. Cette notion s'y focalise, ${\grave{a}}$ la valeur, ${\grave{a}}$ la $relativit{\acute{e}}$, ${\grave{a}}$ la $diff{\acute{e}}rence$ et au $syst{\grave{e}}me$. Avec elle, on tente d'adopter la $s{\acute{e}}miotique$ ouverte pour rechercher une $m{\acute{e}}thodologie$ de critique qui se veut objective et ${\grave{a}}$ la fois subjective. Il s'agit d'une difficile combinaison de l'impressionisme et de la scienticisme. Pour cela, la $m{\acute{e}}thodologie$ se $d{\acute{e}}veloppera$ en trois ${\acute{e}}tapes$. $1{\grave{e}}re$ ${\acute{e}}tape$: c'est lire le $th{\acute{e}}{\hat{a}}tre$ comme un signe total pour 1er jugement d'impressionnisme. $2{\grave{e}}me$ ${\acute{e}}tape$: c'est retrouver sa structure invisible dans la $relativit{\acute{e}}$ des signes. $3{\grave{e}}me$ ${\acute{e}}tape$: c'est juger, dans leur $relativit{\acute{e}}$, comment les $d{\acute{e}}tails$ de signes se fonctionnent. C'est lire les $d{\acute{e}}tails$ de signes et puis $r{\acute{e}}affirmer$ le jugement en $1{\grave{e}}re$ ${\acute{e}}tape$. Selon les $derni{\grave{e}}res$ deux ${\acute{e}}tapes$, on pourra comparer le premier jugement (impressif) et le dernier jugement (objectif), et enfin s'assumer comme critique. Selon la $m{\acute{e}}thodologie$ $propos{\acute{e}}e$, on pratique la critique sur ${\acute{e}}crit$ par Jean Genet, et mise en $sc{\grave{e}}ne$ par Lee Youn-Taek et par Park Jung-Hee. Pour la critique intertextuelle, on la fera en comparant les deux spectacles avec la $pi{\grave{e}}ce$ de Jean Genet. $D^{\prime}apr{\grave{e}}s$ la comparaison, Lee Youn-Taek met en $sc{\grave{e}}ne$ avec $fid{\acute{e}}lit{\acute{e}}$ la structre et les signes de $d{\acute{e}}tail$ de l'auteur, Park Jung-Hee change sa structre et ses signes pour mettre en $sc{\grave{e}}ne$ la $pi{\grave{e}}ce$ de Genet. Ils se $diff{\grave{e}}rent$ l'un et l'autre: Lee incite le discours de la classe sociale dans le spectacle, et Park y incite le discours du $d{\acute{e}}sir$. La $diff{\acute{e}}rence$ des signes dans la $relativit{\acute{e}}$ apporte la $diff{\acute{e}}rence$ de la signification de discours $th{\acute{e}}{\hat{a}}tral$, et enfin se font changer les significations de deux spectacles.

• Food Science and Preservation
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• v.30 no.6
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• pp.1012-1028
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• 2023

The findings of this study confirmed the alteration of β-glucosidase activity, nutritional constituents, isoflavones, antioxidant activities, and digestive enzyme inhibition activities in soybeans during solid-state fermentation times with mycelia of Tricholoma matsutake. After nine days, the highest activity level was observed for β-glucosidase (3.90 to 38.89 unit/g) and aglycones (163.03 to 1,074.28 ㎍/g). The sum of isoflavones showed a significant decrease (3,489.41 to 1,325.66 ㎍/g) along with glycosides (2,753.87 to 212.43 ㎍/g) for fermentation, while fatty acids showed a slight increase and amino acids showed a marked increase. Total phenolic and flavonoid contents showed a corresponding increase according to fermentation times (5.58 to 15.09 GAE mg/g; 0.36 to 1.58 RE mg/g). Antioxidant and enzyme inhibition activities also increased; in particular, the highest level of scavenging activities was observed for ABTS (up 60.13 to 82.08%), followed by DPPH (up 63.92% to 71.98%) and hydroxyl (up 36.01 to 52.02%) radicals. Of particular interest, α-glucosidase (6.69 to 83.49%) and pancreatic lipase inhibition (1.22 to 77.43%) showed a marked increase. These results demonstrated that fermentation of soybeans with the mycelia of T. matsutake enhanced the nutritional and functional constituents, and the biological activities of soybeans. Thus, this fermentation technology can be used to produce a novel functional materials from soybeans.

• Journal of Global Scholars of Marketing Science
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• v.18 no.3
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• pp.59-88
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• 2008

Digital Convergence means integration between industry, technology, and contents, and in marketing, it usually comes with creation of new types of product and service under the base of digital technology as digitalization progress in electro-communication industries including telecommunication, home appliance, and computer industries. One can see digital convergence not only in instruments such as PC, AV appliances, cellular phone, but also in contents, network, service that are required in production, modification, distribution, re-production of information. Convergence in contents started around 1990. Convergence in network and service begins as broadcasting and telecommunication integrates and DMB(digital multimedia broadcasting), born in May, 2005 is the symbolic icon in this trend. There are some positive and negative expectations about DMB. The reason why two opposite expectations exist is that DMB does not come out from customer's need but from technology development. Therefore, customers might have hard time to interpret the real meaning of DMB. Time is quite critical to a high tech product, like DMB because another product with same function from different technology can replace the existing product within short period of time. If DMB does not positioning well to customer's mind quickly, another products like Wibro, IPTV, or HSPDA could replace it before it even spreads out. Therefore, positioning strategy is critical for success of DMB product. To make correct positioning strategy, one needs to understand how consumer interprets DMB and how consumer's interpretation can be changed via communication strategy. In this study, we try to investigate how consumer perceives a new product, like DMB and how AD strategy change consumer's perception. More specifically, the paper segment consumers into sub-groups based on their DMB perceptions and compare their characteristics in order to understand how they perceive DMB. And, expose them different printed ADs that have messages guiding consumer think DMB in specific ways, either cellular phone or personal TV. Research Question 1: Segment consumers according to perceptions about DMB and compare characteristics of segmentations. Research Question 2: Compare perceptions about DMB after AD that induces categorization of DMB in direction for each segment. If one understand and predict a direction in which consumer perceive a new product, firm can select target customers easily. We segment consumers according to their perception and analyze characteristics in order to find some variables that can influence perceptions, like prior experience, usage, or habit. And then, marketing people can use this variables to identify target customers and predict their perceptions. If one knows how customer's perception is changed via AD message, communication strategy could be constructed properly. Specially, information from segmented customers helps to develop efficient AD strategy for segment who has prior perception. Research framework consists of two measurements and one treatment, O1 X O2. First observation is for collecting information about consumer's perception and their characteristics. Based on first observation, the paper segment consumers into two groups, one group perceives DMB similar to Cellular phone and the other group perceives DMB similar to TV. And compare characteristics of two segments in order to find reason why they perceive DMB differently. Next, we expose two kinds of AD to subjects. One AD describes DMB as Cellular phone and the other Ad describes DMB as personal TV. When two ADs are exposed to subjects, consumers don't know their prior perception of DMB, in other words, which subject belongs 'similar-to-Cellular phone' segment or 'similar-to-TV' segment? However, we analyze the AD's effect differently for each segment. In research design, final observation is for investigating AD effect. Perception before AD is compared with perception after AD. Comparisons are made for each segment and for each AD. For the segment who perceives DMB similar to TV, AD that describes DMB as cellular phone could change the prior perception. And AD that describes DMB as personal TV, could enforce the prior perception. For data collection, subjects are selected from undergraduate students because they have basic knowledge about most digital equipments and have open attitude about a new product and media. Total number of subjects is 240. In order to measure perception about DMB, we use indirect measurement, comparison with other similar digital products. To select similar digital products, we pre-survey students and then finally select PDA, Car-TV, Cellular Phone, MP3 player, TV, and PSP. Quasi experiment is done at several classes under instructor's allowance. After brief introduction, prior knowledge, awareness, and usage about DMB as well as other digital instruments is asked and their similarities and perceived characteristics are measured. And then, two kinds of manipulated color-printed AD are distributed and similarities and perceived characteristics for DMB are re-measured. Finally purchase intension, AD attitude, manipulation check, and demographic variables are asked. Subjects are given small gift for participation. Stimuli are color-printed advertising. Their actual size is A4 and made after several pre-test from AD professionals and students. As results, consumers are segmented into two subgroups based on their perceptions of DMB. Similarity measure between DMB and cellular phone and similarity measure between DMB and TV are used to classify consumers. If subject whose first measure is less than the second measure, she is classified into segment A and segment A is characterized as they perceive DMB like TV. Otherwise, they are classified as segment B, who perceives DMB like cellular phone. Discriminant analysis on these groups with their characteristics of usage and attitude shows that Segment A knows much about DMB and uses a lot of digital instrument. Segment B, who thinks DMB as cellular phone doesn't know well about DMB and not familiar with other digital instruments. So, consumers with higher knowledge perceive DMB similar to TV because launching DMB advertising lead consumer think DMB as TV. Consumers with less interest on digital products don't know well about DMB AD and then think DMB as cellular phone. In order to investigate perceptions of DMB as well as other digital instruments, we apply Proxscal analysis, Multidimensional Scaling technique at SPSS statistical package. At first step, subjects are presented 21 pairs of 7 digital instruments and evaluate similarity judgments on 7 point scale. And for each segment, their similarity judgments are averaged and similarity matrix is made. Secondly, Proxscal analysis of segment A and B are done. At third stage, get similarity judgment between DMB and other digital instruments after AD exposure. Lastly, similarity judgments of group A-1, A-2, B-1, and B-2 are named as 'after DMB' and put them into matrix made at the first stage. Then apply Proxscal analysis on these matrixes and check the positional difference of DMB and after DMB. The results show that map of segment A, who perceives DMB similar as TV, shows that DMB position closer to TV than to Cellular phone as expected. Map of segment B, who perceive DMB similar as cellular phone shows that DMB position closer to Cellular phone than to TV as expected. Stress value and R-square is acceptable. And, change results after stimuli, manipulated Advertising show that AD makes DMB perception bent toward Cellular phone when Cellular phone-like AD is exposed, and that DMB positioning move towards Car-TV which is more personalized one when TV-like AD is exposed. It is true for both segment, A and B, consistently. Furthermore, the paper apply correspondence analysis to the same data and find almost the same results. The paper answers two main research questions. The first one is that perception about a new product is made mainly from prior experience. And the second one is that AD is effective in changing and enforcing perception. In addition to above, we extend perception change to purchase intention. Purchase intention is high when AD enforces original perception. AD that shows DMB like TV makes worst intention. This paper has limitations and issues to be pursed in near future. Methodologically, current methodology can't provide statistical test on the perceptual change, since classical MDS models, like Proxscal and correspondence analysis are not probability models. So, a new probability MDS model for testing hypothesis about configuration needs to be developed. Next, advertising message needs to be developed more rigorously from theoretical and managerial perspective. Also experimental procedure could be improved for more realistic data collection. For example, web-based experiment and real product stimuli and multimedia presentation could be employed. Or, one can display products together in simulated shop. In addition, demand and social desirability threats of internal validity could influence on the results. In order to handle the threats, results of the model-intended advertising and other "pseudo" advertising could be compared. Furthermore, one can try various level of innovativeness in order to check whether it make any different results (cf. Moon 2006). In addition, if one can create hypothetical product that is really innovative and new for research, it helps to make a vacant impression status and then to study how to form impression in more rigorous way.