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Corrosion Characteristics of Excavated Bronze Artifacts According to Corrosion Environment (부식 환경에 따른 출토 청동 유물의 부식 특성)

  • Jang, Junhyuk;Bae, Gowoon;Chung, Kwangyong
    • Korean Journal of Heritage: History & Science
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    • v.53 no.1
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    • pp.24-33
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    • 2020
  • In excavated bronze artifacts, corrosion products of various shapes and colors are observed due to multiple corrosion factors coexisting in the burial environment, and these corrosion products can constitute important data not only in terms of long-term corrosion-related information, but also in connection with preservation of artifacts. As such, scientific analysis is being carried out on the corrosion layer and corrosion products of bronze artifacts, and the corrosion mechanism and the characteristics of corrosion products elucidated, which is essential for interpreting the exposed burial environment and its association with corrosion factors inside the burial environment. In this study, after classifying excavated bronze artifacts according to alloy ratio and fabrication technique, comprehensive analysis of the surface of corrosion artifacts, corrosion layer, and corrosion products was carried out to investigate the corrosion mechanism, formation process of the corrosion layer, and characteristics of corrosion products. The study designated two groups according to alloy ratio and fabrication technique. In Group 1, which involved a Cu-Sn-Pb alloy and had no heat treatment, the surface was rough and external corrosion layers were formed on a part, or both sides, of the inside and the outside, and the surface was observed as being green or blue. α+δ phase selection corrosion was found in the metal and some were found to be concentrated in an empty space with a purity of 95 percent or more after α+δ phase corrosion. The Cu-Sn alloy and heat-treated Group 2 formed a smooth surface with no external corrosion layer, and a dark yellow surface was observed. In addition, no external corrosion layer was observed, unlike Group 1, and α corrosion was found inside the metal. In conclusion, it can be seen that the bronze artifacts excavated from the same site differ in various aspects, including the formation of the corrosion layer, the shape and color of the corrosion products, and the metal ion migration path, depending on the alloy ratio and fabrication technique. They also exhibited different corrosion characteristics in the same material, which means that different forms of corrosion can occur depending on the exposure environment in the burial setting. Therefore, even bronze artifacts excavated from the same site will have different corrosion characteristics depending on alloy ratio, fabrication technique, and exposure environment. The study shows one aspect of corrosion characteristics in specific areas and objects; further study of corrosion mechanisms in accordance with burial conditions will be required through analysis of the corrosive layer and corrosive product characteristics of bronze artifacts from various regions.

Modern Paper Quality Control

  • Olavi Komppa
    • Proceedings of the Korea Technical Association of the Pulp and Paper Industry Conference
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    • 2000.06a
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    • pp.16-23
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    • 2000
  • The increasing functional needs of top-quality printing papers and packaging paperboards, and especially the rapid developments in electronic printing processes and various computer printers during past few years, set new targets and requirements for modern paper quality. Most of these paper grades of today have relatively high filler content, are moderately or heavily calendered , and have many coating layers for the best appearance and performance. In practice, this means that many of the traditional quality assurance methods, mostly designed to measure papers made of pure. native pulp only, can not reliably (or at all) be used to analyze or rank the quality of modern papers. Hence, introduction of new measurement techniques is necessary to assure and further develop the paper quality today and in the future. Paper formation , i.e. small scale (millimeter scale) variation of basis weight, is the most important quality parameter of paper-making due to its influence on practically all the other quality properties of paper. The ideal paper would be completely uniform so that the basis weight of each small point (area) measured would be the same. In practice, of course, this is not possible because there always exists relatively large local variations in paper. However, these small scale basis weight variations are the major reason for many other quality problems, including calender blacking uneven coating result, uneven printing result, etc. The traditionally used visual inspection or optical measurement of the paper does not give us a reliable understanding of the material variations in the paper because in modern paper making process the optical behavior of paper is strongly affected by using e.g. fillers, dye or coating colors. Futhermore, the opacity (optical density) of the paper is changed at different process stages like wet pressing and calendering. The greatest advantage of using beta transmission method to measure paper formation is that it can be very reliably calibrated to measure true basis weight variation of all kinds of paper and board, independently on sample basis weight or paper grade. This gives us the possibility to measure, compare and judge papers made of different raw materials, different color, or even to measure heavily calendered, coated or printed papers. Scientific research of paper physics has shown that the orientation of the top layer (paper surface) fibers of the sheet paly the key role in paper curling and cockling , causing the typical practical problems (paper jam) with modern fax and copy machines, electronic printing , etc. On the other hand, the fiber orientation at the surface and middle layer of the sheet controls the bending stiffness of paperboard . Therefore, a reliable measurement of paper surface fiber orientation gives us a magnificent tool to investigate and predict paper curling and coclking tendency, and provides the necessary information to finetune, the manufacturing process for optimum quality. many papers, especially heavily calendered and coated grades, do resist liquid and gas penetration very much, bing beyond the measurement range of the traditional instruments or resulting invonveniently long measuring time per sample . The increased surface hardness and use of filler minerals and mechanical pulp make a reliable, nonleaking sample contact to the measurement head a challenge of its own. Paper surface coating causes, as expected, a layer which has completely different permeability characteristics compared to the other layer of the sheet. The latest developments in sensor technologies have made it possible to reliably measure gas flow in well controlled conditions, allowing us to investigate the gas penetration of open structures, such as cigarette paper, tissue or sack paper, and in the low permeability range analyze even fully greaseproof papers, silicon papers, heavily coated papers and boards or even detect defects in barrier coatings ! Even nitrogen or helium may be used as the gas, giving us completely new possibilities to rank the products or to find correlation to critical process or converting parameters. All the modern paper machines include many on-line measuring instruments which are used to give the necessary information for automatic process control systems. hence, the reliability of this information obtained from different sensors is vital for good optimizing and process stability. If any of these on-line sensors do not operate perfectly ass planned (having even small measurement error or malfunction ), the process control will set the machine to operate away from the optimum , resulting loss of profit or eventual problems in quality or runnability. To assure optimum operation of the paper machines, a novel quality assurance policy for the on-line measurements has been developed, including control procedures utilizing traceable, accredited standards for the best reliability and performance.

Current Research Trend of Postharvest Technology for Chrysanthemum (국화 수확 후 관리기술의 최근 연구 동향)

  • Kim, Su-Jeong;Lee, Seung-Koo;Kim, Ki-Sun
    • Korean Journal of Plant Resources
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    • v.25 no.1
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    • pp.156-168
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    • 2012
  • Chrysanthemum is a cut flower species that normally lasts for 1 to 2 weeks, in some cases 3-4 weeks. This has been attributed to low ethylene production during senescence. Reduction in cut flower quality has been attributed to the formation of air embolisms that partially or completely blocks the water transport from the vase solution to the rest of the cut flower stem, increasing hydraulic resistance which may cause severe water stress, yellowing, wilting of leaf, and chlorophyll degradation. Standard type chrysanthemum can be harvested when buds were still tightly closed and then fully opened with the simple bud-opening solution. Standard type chrysanthemum can also be harvested when the minimum size of the inflorescence is about 5-6 cm bud which opened into the first flower full-sized flower. While spray varieties can be harvested when 2-4 most mature flowers have opened (40% opening). Cut flowers are sorted by stem length, weight, condition, and so on. Standard chrysanthemum is 80 cm length for standard type and 70cm for spray type. Pre-treatment with a STS, plant regulator such as GA, BA, 1-MCP, chrysal, germicide, and sucrose, significantly improved the vase life and quality of cut flowers. It is well established that vase solutions containing sugar can improve the vase life of cut chrysanthemum. Chrysanthemum is normally packed in standard horizontal fiberboard boxes. Chrysanthemum should normally be stored at $5{\sim}7^{\circ}C$. Precooling resulted in reduction in respiration, decomposition, and transpiration activities as well as decoloration retardation. There was significant difference between "wet" storage in 3 weeks and "dry" storage in 2 weeks. In separate pulsing solution trials, various germicides were tested, as well as PGRs to maintain the green color of leaves and turgidity. Prolonging vase life was attained with the application of optimal solution such as HQS, $AgNO_3$, GA, BA and sucrose. This also retarded senescence in leaves of cut flower stems. Fresh cut chrysanthemum can be transported using a refrigerated van with $5{\sim}7^{\circ}C$. Increasing consumption and usage of cut chrysanthemum of various cultivars would require efficient transport system, and effective information exchange among producer, wholesaler, and consumer.

A Study on the Possibility of Short-term Monitoring of Coastal Topography Changes Using GOCI-II (GOCI-II를 활용한 단기 연안지형변화 모니터링 가능성 평가 연구)

  • Lee, Jingyo;Kim, Keunyong;Ryu, Joo-Hyung
    • Korean Journal of Remote Sensing
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    • v.37 no.5_2
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    • pp.1329-1340
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    • 2021
  • The intertidal zone, which is a transitional zone between the ocean and the land, requires continuous monitoring as various changes occur rapidly due to artificial activity and natural disturbance. Monitoring of coastal topography changes using remote sensing method is evaluated to be effective in overcoming the limitations of intertidal zone accessibility and observing long-term topographic changes in intertidal zone. Most of the existing coastal topographic monitoring studies using remote sensing were conducted through high spatial resolution images such as Landsat and Sentinel. This study extracted the waterline using the NDWI from the GOCI-II (Geostationary Ocean Color Satellite-II) data, identified the changes in the intertidal area in Gyeonggi Bay according to various tidal heights, and examined the utility of DEM generation and topography altitude change observation over a short period of time. GOCI-II (249 scenes), Sentinel-2A/B (39 scenes), Landsat 8 OLI (7 scenes) images were obtained around Gyeonggi Bay from October 8, 2020 to August 16, 2021. If generating intertidal area DEM, Sentinel and Landsat images required at least 3 months to 1 year of data collection, but the GOCI-II satellite was able to generate intertidal area DEM in Gyeonggi Bay using only one day of data according to tidal heights, and the topography altitude was also observed through exposure frequency. When observing coastal topography changes using the GOCI-II satellite, it would be a good idea to detect topography changes early through a short cycle and to accurately interpolate and utilize insufficient spatial resolutions using multi-remote sensing data of high resolution. Based on the above results, it is expected that it will be possible to quickly provide information necessary for the latest topographic map and coastal management of the Korean Peninsula by expanding the research area and developing technologies that can be automatically analyzed and detected.

Automatic Text Extraction from News Video using Morphology and Text Shape (형태학과 문자의 모양을 이용한 뉴스 비디오에서의 자동 문자 추출)

  • Jang, In-Young;Ko, Byoung-Chul;Kim, Kil-Cheon;Byun, Hye-Ran
    • Journal of KIISE:Computing Practices and Letters
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    • v.8 no.4
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    • pp.479-488
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    • 2002
  • In recent years the amount of digital video used has risen dramatically to keep pace with the increasing use of the Internet and consequently an automated method is needed for indexing digital video databases. Textual information, both superimposed and embedded scene texts, appearing in a digital video can be a crucial clue for helping the video indexing. In this paper, a new method is presented to extract both superimposed and embedded scene texts in a freeze-frame of news video. The algorithm is summarized in the following three steps. For the first step, a color image is converted into a gray-level image and applies contrast stretching to enhance the contrast of the input image. Then, a modified local adaptive thresholding is applied to the contrast-stretched image. The second step is divided into three processes: eliminating text-like components by applying erosion, dilation, and (OpenClose+CloseOpen)/2 morphological operations, maintaining text components using (OpenClose+CloseOpen)/2 operation with a new Geo-correction method, and subtracting two result images for eliminating false-positive components further. In the third filtering step, the characteristics of each component such as the ratio of the number of pixels in each candidate component to the number of its boundary pixels and the ratio of the minor to the major axis of each bounding box are used. Acceptable results have been obtained using the proposed method on 300 news images with a recognition rate of 93.6%. Also, my method indicates a good performance on all the various kinds of images by adjusting the size of the structuring element.

Visualizing the Results of Opinion Mining from Social Media Contents: Case Study of a Noodle Company (소셜미디어 콘텐츠의 오피니언 마이닝결과 시각화: N라면 사례 분석 연구)

  • Kim, Yoosin;Kwon, Do Young;Jeong, Seung Ryul
    • Journal of Intelligence and Information Systems
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    • v.20 no.4
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    • pp.89-105
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    • 2014
  • After emergence of Internet, social media with highly interactive Web 2.0 applications has provided very user friendly means for consumers and companies to communicate with each other. Users have routinely published contents involving their opinions and interests in social media such as blogs, forums, chatting rooms, and discussion boards, and the contents are released real-time in the Internet. For that reason, many researchers and marketers regard social media contents as the source of information for business analytics to develop business insights, and many studies have reported results on mining business intelligence from Social media content. In particular, opinion mining and sentiment analysis, as a technique to extract, classify, understand, and assess the opinions implicit in text contents, are frequently applied into social media content analysis because it emphasizes determining sentiment polarity and extracting authors' opinions. A number of frameworks, methods, techniques and tools have been presented by these researchers. However, we have found some weaknesses from their methods which are often technically complicated and are not sufficiently user-friendly for helping business decisions and planning. In this study, we attempted to formulate a more comprehensive and practical approach to conduct opinion mining with visual deliverables. First, we described the entire cycle of practical opinion mining using Social media content from the initial data gathering stage to the final presentation session. Our proposed approach to opinion mining consists of four phases: collecting, qualifying, analyzing, and visualizing. In the first phase, analysts have to choose target social media. Each target media requires different ways for analysts to gain access. There are open-API, searching tools, DB2DB interface, purchasing contents, and so son. Second phase is pre-processing to generate useful materials for meaningful analysis. If we do not remove garbage data, results of social media analysis will not provide meaningful and useful business insights. To clean social media data, natural language processing techniques should be applied. The next step is the opinion mining phase where the cleansed social media content set is to be analyzed. The qualified data set includes not only user-generated contents but also content identification information such as creation date, author name, user id, content id, hit counts, review or reply, favorite, etc. Depending on the purpose of the analysis, researchers or data analysts can select a suitable mining tool. Topic extraction and buzz analysis are usually related to market trends analysis, while sentiment analysis is utilized to conduct reputation analysis. There are also various applications, such as stock prediction, product recommendation, sales forecasting, and so on. The last phase is visualization and presentation of analysis results. The major focus and purpose of this phase are to explain results of analysis and help users to comprehend its meaning. Therefore, to the extent possible, deliverables from this phase should be made simple, clear and easy to understand, rather than complex and flashy. To illustrate our approach, we conducted a case study on a leading Korean instant noodle company. We targeted the leading company, NS Food, with 66.5% of market share; the firm has kept No. 1 position in the Korean "Ramen" business for several decades. We collected a total of 11,869 pieces of contents including blogs, forum contents and news articles. After collecting social media content data, we generated instant noodle business specific language resources for data manipulation and analysis using natural language processing. In addition, we tried to classify contents in more detail categories such as marketing features, environment, reputation, etc. In those phase, we used free ware software programs such as TM, KoNLP, ggplot2 and plyr packages in R project. As the result, we presented several useful visualization outputs like domain specific lexicons, volume and sentiment graphs, topic word cloud, heat maps, valence tree map, and other visualized images to provide vivid, full-colored examples using open library software packages of the R project. Business actors can quickly detect areas by a swift glance that are weak, strong, positive, negative, quiet or loud. Heat map is able to explain movement of sentiment or volume in categories and time matrix which shows density of color on time periods. Valence tree map, one of the most comprehensive and holistic visualization models, should be very helpful for analysts and decision makers to quickly understand the "big picture" business situation with a hierarchical structure since tree-map can present buzz volume and sentiment with a visualized result in a certain period. This case study offers real-world business insights from market sensing which would demonstrate to practical-minded business users how they can use these types of results for timely decision making in response to on-going changes in the market. We believe our approach can provide practical and reliable guide to opinion mining with visualized results that are immediately useful, not just in food industry but in other industries as well.

Individual Thinking Style leads its Emotional Perception: Development of Web-style Design Evaluation Model and Recommendation Algorithm Depending on Consumer Regulatory Focus (사고가 시각을 바꾼다: 조절 초점에 따른 소비자 감성 기반 웹 스타일 평가 모형 및 추천 알고리즘 개발)

  • Kim, Keon-Woo;Park, Do-Hyung
    • Journal of Intelligence and Information Systems
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    • v.24 no.4
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    • pp.171-196
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    • 2018
  • With the development of the web, two-way communication and evaluation became possible and marketing paradigms shifted. In order to meet the needs of consumers, web design trends are continuously responding to consumer feedback. As the web becomes more and more important, both academics and businesses are studying consumer emotions and satisfaction on the web. However, some consumer characteristics are not well considered. Demographic characteristics such as age and sex have been studied extensively, but few studies consider psychological characteristics such as regulatory focus (i.e., emotional regulation). In this study, we analyze the effect of web style on consumer emotion. Many studies analyze the relationship between the web and regulatory focus, but most concentrate on the purpose of web use, particularly motivation and information search, rather than on web style and design. The web communicates with users through visual elements. Because the human brain is influenced by all five senses, both design factors and emotional responses are important in the web environment. Therefore, in this study, we examine the relationship between consumer emotion and satisfaction and web style and design. Previous studies have considered the effects of web layout, structure, and color on emotions. In this study, however, we excluded these web components, in contrast to earlier studies, and analyzed the relationship between consumer satisfaction and emotional indexes of web-style only. To perform this analysis, we collected consumer surveys presenting 40 web style themes to 204 consumers. Each consumer evaluated four themes. The emotional adjectives evaluated by consumers were composed of 18 contrast pairs, and the upper emotional indexes were extracted through factor analysis. The emotional indexes were 'softness,' 'modernity,' 'clearness,' and 'jam.' Hypotheses were established based on the assumption that emotional indexes have different effects on consumer satisfaction. After the analysis, hypotheses 1, 2, and 3 were accepted and hypothesis 4 was rejected. While hypothesis 4 was rejected, its effect on consumer satisfaction was negative, not positive. This means that emotional indexes such as 'softness,' 'modernity,' and 'clearness' have a positive effect on consumer satisfaction. In other words, consumers prefer emotions that are soft, emotional, natural, rounded, dynamic, modern, elaborate, unique, bright, pure, and clear. 'Jam' has a negative effect on consumer satisfaction. It means, consumer prefer the emotion which is empty, plain, and simple. Regulatory focus shows differences in motivation and propensity in various domains. It is important to consider organizational behavior and decision making according to the regulatory focus tendency, and it affects not only political, cultural, ethical judgments and behavior but also broad psychological problems. Regulatory focus also differs from emotional response. Promotion focus responds more strongly to positive emotional responses. On the other hand, prevention focus has a strong response to negative emotions. Web style is a type of service, and consumer satisfaction is affected not only by cognitive evaluation but also by emotion. This emotional response depends on whether the consumer will benefit or harm himself. Therefore, it is necessary to confirm the difference of the consumer's emotional response according to the regulatory focus which is one of the characteristics and viewpoint of the consumers about the web style. After MMR analysis result, hypothesis 5.3 was accepted, and hypothesis 5.4 was rejected. But hypothesis 5.4 supported in the opposite direction to the hypothesis. After validation, we confirmed the mechanism of emotional response according to the tendency of regulatory focus. Using the results, we developed the structure of web-style recommendation system and recommend methods through regulatory focus. We classified the regulatory focus group in to three categories that promotion, grey, prevention. Then, we suggest web-style recommend method along the group. If we further develop this study, we expect that the existing regulatory focus theory can be extended not only to the motivational part but also to the emotional behavioral response according to the regulatory focus tendency. Moreover, we believe that it is possible to recommend web-style according to regulatory focus and emotional desire which consumers most prefer.

Perceptional Change of a New Product, DMB Phone

  • Kim, Ju-Young;Ko, Deok-Im
    • 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.

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Effects of Aloe (Aloe vera Linne) on the Quality Attributes of Chiffon Cake (쉬폰 케이크의 품질 특성에 미치는 알로에의 영향)

  • Kim, Hye-Young;Shin, Doo-Ho;Jung, Young-Nam
    • Food Science and Preservation
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    • v.16 no.6
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    • pp.900-907
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    • 2009
  • Chiffon cakes were prepared using various concentrations of aloe gel to develop functional baking procedures. The quality characteristics of chiffon cakes prepared after addition of 20%, 40%, or 60% (w/w) aloe gel, substituting for the same levels of wheat flour, were investigated. No significant weight difference between cakes was observed. The height of cakes containing aloe gel was significantly greater than that of control cakes. The baking loss rate (BLR) of aloe gel decreased as the amount of gel increased, and cakes prepared using 60% (w/w) aloe gel had the lowest BLR. Moisture contents of cakes prepared using aloe gel were higher than that of control cakes. Cakes with 60% (w/w) aloe gel had the highest moisture content. The pore size of cakes with 60% (w/w) aloe gel was the smallest of all groups. Crumb color became whiter as the proportion of aloe gel increased. Lightness (L value) of control cake was lower than that of cake containing aloe gel. Redness (a value) of aloe chiffon cakes increased as the proportion of aloe gel rose. Yellowness (b value) of cakes with 40% (w/w) aloe gel was significantly higher than that of the control group. Other cakes showed no difference in b value compared with control cake. Hardness in all cakes prepared with aloe gel was significantly lower than that of the control group. Adhesiveness of control cake was significantly lower than that of other cakes. No significant between-group difference in springiness was observed. The cohesiveness of cakes with 40% (w/w) aloe gel was significantly lower than that of the control group and that of cakes with 20% (w/w) aloe gel. The gumminess and chewiness of control cakes were significantly higher than those of other cakes. The yellowness of cake with 60% (w/w) aloe gel was significantly lower than that of the other groups. Pore size decreased after the addition of aloe gel. There was no significant difference in appearance among cakes thus, all cakes were acceptable to potential consumers. Although no perceptible difference in aloe odor was evident, cakes with 60% (w/w) aloe gel scored significantly lower in flavor acceptance compared with other cakes. No significant between-cake difference in taste acceptance, perceived moisture level, or texture acceptability was observed. Cakes with 40% and 60% (both w/w) aloe gel were of significantly higher density than other cakes. Overall, the acceptability of cakes with 60% (w/w) aloe gel was lower than that of other cakes. Ultimately, the results indicated that quality can be enhanced by adding less than 40% (w/w) aloe gel to chiffon cakes as a substitute for wheat flour.

Study on the Early Growth and Anthesis Characteristics of Some Turf Type Grasses and Wildflower Species for Mixture Combination of Wildflower Pasture (야생화초지 혼파조합을 위한 몇 가지 잔디형 및 야생화 초종의 초기생육과 개화특성에 관한 연구)

  • Lee, Byong-Chul;Lee, In-Duk;Lee, Hyung-Suk
    • Journal of The Korean Society of Grassland and Forage Science
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    • v.27 no.3
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    • pp.173-182
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    • 2007
  • The purpose of this study was to compared the early growth pattern, stem, leaf and root weight, DM yield, flowering characteristics and preference for selection of turf type grasses and wild flower species in mixtures combination for wildflower pasture. The experimental design included five species of turf grasses and 11 species of wildflower : turf type grass species{Kentucky bluegrass(Midnight), tall fescue(Millennium), perennial ryegrass(Palmer III), redtop(Barricuda) and creeping bentgrass(Crenshaw)}, wildflower species {Chrysanthemum leucanthemum L. Coreopsis lanceolata L., Rudbeckia bicolor Nutt.., Dianthus chinensis L., Chrysanthemum lindicum L., Lotus corniculatus var. Japonicus Regel, Veronica linariaefolia Pallas, Aster koraiensis Nakai., Chrysanthemum zanadskii var. latilobum (Maxim.) Kitamura, Lythrum anceps Makino and Iris pallassi var. chinensis Lodd}. The field trials were carried out on the experimental pasture plots of Chungnam National University from January 2005 to December 2006. The appropriate species of turf grass which have a mixture possibility with wildflower are thought to be Kentucky bluegrass. Compared with Kentucky bluegrass, on the other hand, species such as Chrysanthemum leucanthemum L., Lotus corniculatus var. Japonicus Regel, Chrysanthemum zanadskii var. latilobum Maxim.) Kitamura and Lythrum anceps Makino have shown advantageous aspects of fast early growth pattern and highly weights of stem, leaf and root. Futhermore, these wild flowers were in harmony and no overlap on flower color, flowering periods and flowering longevity, and highly preference by Korean native goats. For the establishment of wildflower pasture in Korea, therefore, it is important to select the appropriate species of turf glasses, which have a weak competition against wild flowers, and then to make mixture combination of those turf glasses with the various wild flowers which have a strong competition against turf glasses but have a different anthesis characteristics among themselves.