• Food Quality and Culture
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• 제3권2호
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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.

• 동아시아식생활학회지
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• 제17권6호
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• pp.765-779
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• 2007

The objective of this study was to examine Jeonju residents' recognition towards their native local foods. The results indicate that their degree of interest in the native foods was above average. As age and education increased, the degree of interest was also increased. Also, married people showed greater interest as compared to single people (p<$0.05{\sim}0.001$). There were more people who said they preferred native foods than people who said they didn't, where 213 people (41.3%) answered that they preferred the native foods. Of the people who said they like native foods, their main reason was because the native foods taste good. The main reason for the people who said they disliked native foods was that they didn't have many opportunities to try native foods. TV and radio were the first means, among others, from which people learned about native foods. The place where people ate native foods most often was native food restaurants (242 people, 46.95%). A frequency of a native food intake (including home and dining-out) of $1{\sim}2$ times/year was most prominent, with 137 people (26.6%). Also, a cooking frequency of "hardly ever cooks" was most prominent with 163 people (31.6%). The most prominent reason for the low cooking frequency at home was because they didn't know the recipes. Among 5 basic recipe characteristics for native foods (easy preparation of ingredients, simple recipe procedures, quick preparation, reasonable recipe procedures, sanitation), "sanitation" had the highest average score of 3.54, and "simple recipe procedure" had the lowest score of 2.44. To summarize, in order to develop Jeonju native local foods, it is necessary to implement various strategies such as frequently holding events where people can experience their native foods, running a native food training center, advertising through TV and radio, developing easy home recipes, and simplifying recipes.

• Journal of Korea Trade
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• 제23권8호
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• pp.89-109
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• 2019

Purpose - We perform an empirical analysis of the effects of global consumer culture positioning (GCCP) in TV advertisements on consumer's brand evaluations (perceived quality, perceived price, and brand prestige) and attitude toward brand. Also, we analyze the moderating roles of consumer characteristics (ethnocentrism and level of product knowledge) in those effects. Design/methodology - This research is based on a survey of 210 randomly-selected university students in Seoul, Korea. The participants in the survey were shown a total of 8 TV advertisements of consumer goods of nondurable goods (fast food and carbonated drinks), and durable goods (sports shoes and digital camera), which included two advertisements for each product where one uses GCCP strategy while another uses LCCP strategy. We estimate the structural model using the AMOS 18.0 computer program. Findings - We find that GCCP has more positive effects on consumers' brand evaluations and attitude toward brand than LCCP in TV advertising. We also find that GCCP has stronger effects on brand evaluation and attitude toward brand in consumers with weak ethnocentrism and in those with a low level of product knowledge. Practical implications - Using GCCP in an advertisement is an effective way of improving consumer's evaluation of the brand and attitude toward the brand mainly when cosmopolitan consumers and consumers with low knowledge levels are segmented as targets. Originality/value - The study contributes to identify how and for what consumer groups' global brand positioning strategies in TV advertisements affect consumers' brand evaluations and their attitudes toward brands.

• 문화기술의 융합
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• 제10권1호
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• pp.165-170
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• 2024

'K콘텐츠'가 글로벌하게 각광받고 있다. 'K'라는 접두어가 유행하면서 K푸드에 대한 관심도 높아졌다. K콘텐츠에 대한 다양한 연구가 이루어지고 있지만, K푸드에 대한 연구는 아직 일천하다. K푸드에 대한 언급이나 기사 등은 주로 국내 브랜드의 해외 진출, 마케팅 현황, 매출에 국한되어 있고, 소수의 연구논문도 특정 브랜드의 해외 진출사례를 다루고 있을 뿐이다. 본고는 국내에서 제작된 예능과 드라마 프로그램에서 K푸드가 어떤 방식으로 표상되고 있으며 그 효과가 무엇인지 실증적인 작품을 통해 분석하고자 한다. 음식을 소재로 한 예능 프로그램 중 K콘텐츠로서 경쟁력이 갖고 있는 것은 외국인의 한식 체험을 다룬 것으로 보인다. 여기에는 한국을 방문한 외국인이 한국 문화체험의 일환으로 한식을 경험하는 방식이나 해외에 나가 일시적으로 식당을 차려 현지인들에게 한식을 판매하는 유형이 대표적이다. 그런데 이런 예능의 문제점은 '국뽕' 정서를 바탕으로 하고 있기 때문에 장기적인 소구력은 부족하다는 것이다. K콘텐츠 속 K푸드의 노출은 엄청난 광고 효과를 창출한다. K푸드를 소재로 한 K콘텐츠의 현황과 분석은 향후 프로그램 제작의 방향과 K푸드의 정체성 확립에 도움을 줄 수 있다고 판단된다.

• 한국조리학회지
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• 제21권4호
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• pp.309-324
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• 2015

최근 한국에서 방송에서 쉽게 접할 수 있는 제품간접광고, 즉 Product Placement(PPL)는 영화 또는 TV 프로그램이 방영되는 중에 자연스럽게 노출됨으로 다른 종류의 광고에 비해 노출수준이 높다. 또한, PPL이 비용대비 높은 효과를 보임에 따라 외식업체들은 적극적으로 PPL을 이용하고 있다. 따라서 본 연구에서는 드라마 속에 등장하는 외식업체 PPL에 대한 한국과 중국 소비자의 인식 차이를 파악하고, PPL에 대한 인식이 기업의 브랜드 이미지와 구매의도에 미치는 영향을 알아보고자 하였다. 본 연구는 한국 TV드라마를 통해 PPL 광고를 시청한 경험이 있는 20세 이상 중국인과 한국인을 조사대상으로 하였으며, 총 한달 동안 두 가지 온라인과 오프라인 설문조사 방법을 병행하여 양적 연구를 실시하였다. 연구 결과, 한국 소비자들의 경우 PPL에 대한 친숙도가 높고, 그 소비유도 특성을 잘 이해하고 있을 때 브랜드이미지와 구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 그러나 PPL의 부정적인 면을 잘 인식하고 있는 소비자들의 브랜드이미지와 구매의도는 낮추는 것으로 조사되었다. 반면에 중국 소비자들의 경우 PPL에 대해 긍정적이고 친숙할수록 브랜드이미지와 구매의도 모두에 긍정적인 영향을 주었다. 그러나 PPL에 대한 부정적인 면을 인식하고 있더라도 브랜드이미지와 구매의도에는 영향을 주지 않는 것으로 나타났다. 따라서 드라마 속 PPL에 대한 한국과 중국 소비자의 인식 차이가 있음을 고려하여 PPL 활용 전략을 차별화하여야 할 것이다.

• 한국식품영양학회지
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• 제29권2호
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• pp.206-217
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• 2016

This study was conducted to assess the recognition and consumption of health functional food (HFF) of the college students in the Northern Gyeonggi-do area (Republic of Korea). To accomplish this, a survey was conducted to investigate 360 college students (183 males and 177 females) regarding their general characteristics, as well as the recognition, knowledge, considerations, purchases and consumption of HFF. Most male and female students (68.9% and 61.6%, respectively) were unaware of the HFF certification mark, however, more females(58.8%) were aware of the legal HFF definition compared to males (36.6%). The HFF advertising routes for males and females were 'TV radio' (43.2% and 43.5%, respectively) and 'internet smart phones' (19.7% and 27.1%, respectively). The main factor considered for selection and the most serious problem concerning HFF by males and females were 'effectiveness' (36.1% and 43.6%, respectively) and 'hype (exaggerated advertisement)' (35.0% and 55.9%, respectively). The main purchase route by males and females was 'pharmacy' (35.2% and 27.8%, respectively). The main reason for HFF product purchase by males and females was 'health promotion' (38.8% and 29.4%, respectively) and the main reason for not purchasing an HFF product was 'no health problem'(34.8% and 36.7%, respectively). The percentage of HFF consumption was 46.0% in males and 69.8% in females. The main HFF product consumed by males and females was 'vitamin mineral' (36.9% and 43.5%, respectively). The main reason for HFF consumption by males was 'health promotion' (31.0%) and females was 'recovery from fatigue' (21.8%). The main reason for not consuming HFF by males and females was 'no health problem' (38.4% and 41.5%, respectively). These results suggest the need to provide correct information concerning HFF to college students. Based on these results, greater efforts should be made to provide meaningful information regarding factors affecting purchase and consumption patterns for college students related to the research and development of HFF in the Northern Gyeonggi-do area.