• The Research Journal of the Costume Culture
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• v.6 no.3
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• pp.88-99
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• 1998

Image of Modern Art & Fashion are created on the whole in daily life. Image itself is not simple. There is no more distinction between content & form through mutual crossing for intellectual thinking. Specially, image of reproduction circumstance too many mixtual and compromise (collage) are continued to occur. They could pursuit to change their image through the more increase of impulse, exception and popular experience. In this thesis, I studied about image of Modern fashion & Art. In the modern art, visual image showed as anti-beauty and combination of cultural system. It has shown in the theory of Fred Davis and through fashion brand advertising image as follows; Youth vs maturity (ageless image), male s female and androgynous vs unisexuality (genderless image), colligation vs monopoly (street mode image). As a results, the modern trend image are showing the value of the ambivalence. It can be said that he anti-beauty which are occasionally showed in ambivalence has shown a tendency toward another tradition (feminity) through giving an impulse and paradox.

• The Southeast Asian review
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• v.20 no.2
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• pp.73-99
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• 2010

To properly answer the question 'Why have Vietnamese Women kept appearing in Korean Films and TV dramas?', We need to induce Postcolonial discourse along with historical and cultural similarities between Korea and Vietnam. It is because the relationship of two countries can be defined as a neocolonialism specially in view of economic relationship. Koreans need to locate themselves on the superior position by othering Vietnamese women, who are close enough to be compared and also distant enough to be othered. This paper is intended to bring their being in Korean films and TV dramas under the light of postcolonial discourse. According to the postcolonial concepts such as ambivalence, stereotyping and subaltern, Korean films and TV dramas are classified into three groups, which are Vietnam war melodramas, Horror movies based in Vietnam, and TV dramas with Vietnamese brides. War melodramas have been othering Vietnamese woman through ambivalence of the fear of Vietcom warrior and the fascination of exotic beauty. Horror movies, produced about 10 years later, brought the Vietnamese women back to Korean audience, stereotyping them into ghosts, which are incarnated through the suppression and eruption of sexual desire. The third group consists mainly of TV dramas. Their story usually evolves around Vietnamese brides migrating into Korea. The women are forced into the position of Subaltern, not representing themselves in their own voices. Facing multi-cultural society, our visual media are requested to modify their neocolonial approach of presenting Vietnamese women. To accomplish the goal, they have to find ways of storytelling to show the women in their everyday lives and help them to speak for themselves.

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

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

• Korean Journal of Childcare and Education
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• v.16 no.4
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• pp.1-29
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• 2020

Objective: The present study aimed to explore the experiences of mothers who have abandoned their additional birth plans since their first child was born. Methods: During in-depth interviews, mothers were asked to recall their own experiences of motherhood. The interview data were analyzed using the grounded theory. Results: The central phenomenon was 'The burden of raising a child is too heavy for mothers to carry alone.' The causal conditions were 'First experience: Unpredictable life', 'Physical and psychological difficulty', and 'Spouse's absence.' The contextual conditions were 'Expectations and reality of parenting' and 'Workplace conditions.' The mothers used interaction strategies of 'Defusing conflict only on a surface level: Giving up', 'Reliance on grandmothers', and 'Downgrading career aspirations.' These strategies were mediated by intervening conditions, 'Stereotypes and experiences of non-family nanny', 'Child's development', and 'Family conflict.' The results were 'Endless guilt', 'Ambivalence between independence versus interdependence' and 'Unfairness: Why only me?' Finally, the process of psychological conflict was identified to account for the steps leading mothers to give up on their birth plans. Conclusion/Implications: During the first experience of motherhood, mothers' conflict gets escalated despite their struggles. These experiences might discourage their additional birth plans. These results provide implications for policies to increase fertility rates.

• Journal of the Korean Society of Costume
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• v.56 no.1 s.100
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• pp.121-130
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• 2006

Superimposition is a transforming technique that can facilitate the creation. Superimposition in previous studies, however, has only been fragmentary described as an expression technique, so the studies have not been conducted on the basis of its aesthetic value. The purpose of this study is to investigate how superimposition is applied and expressed in terms of forms of modern fashion based on multi-dimensional features of design processing. The codes of togetherness, ambivalence, sense of space and tension in dress were determined by using the expressional Superimposition. The forms of superimposition were limited to superimposition of clothing, superimposition of body and clothing and superimposition of body and Phenomenal body. This study found that superimposition has developed, in fashion forms/types, a new 'form' by overlapping various forms and thus provides a visual shock and a sense of mystery by using mismatched and arbitrary properties among the forms. Such a superimposition influences a methodology of fashion design through a designer's subjective tendencies, as well as influences a change in the view of the world. Also, a superimposition is expected to have a definite influence on new fashion trends.

• Women's Health Nursing
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• v.12 no.2
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• pp.124-131
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• 2006

Purpose: The purpose of this study was to examine the perceptions regarding the use of Emergency Contraceptive Pills (ECPs) among young Korean women. Method: The study included 14 unmarried women aged 19 to 34 years (mean, 25 years). Data was collected by focus group interviews and an in-depth interview from July to November, 2005. Content analysis was conducted. Result: The four major themes that emerged were control of accessibility, safety concern, lack of knowledge and information, and ambivalence. Control of accessibility: Most of the participants stated a prescription is necessary although they might feel ashamed if they had to ask for an ECP. Safety concerns: Participants thought that taking an ECP would be harmful to their body. Lack of knowledge and information: Most of the participants felt that they did not know enough about ECPs and were willing to learn more. Ambivalence: The participants stated that they would take an ECP when needed and would recommend it to a friend although they were concerned about the risks of ECPs. Conclusion: The results from this study suggest the need for an educational and awareness program to empower women to be able to make informed decisions on ECPs when needed.

• Korean Journal of Adult Nursing
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• v.14 no.4
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• pp.635-644
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• 2002

Purpose: This research was done to establish a theoretical foundation for the adjustment process of patients with hemophilia. Method: For this study, 14 patients with hemophilia participated. The data was collected through the in-depth interviews and analysed in terms of Strauss and Corbin's grounded theory methodology. Result: The core category was identified with "uncertainty". The adjustment process was classified into two stages: the 'unstable stage' before the moment they learn about the Hemophilia Foundation and the 'stable stage' since then. The two stages were further divided into four groups, namely 'the stage of isolation ', 'the stage of maintaining survival', 'the stage of pursuing hope', 'the stage of ambivalence'. The categories of these stages include a series of subcategories to describe the adjustment of patients. The quality of life for these patients has increasingly improved based on support from hemophiliac organizations. But due to the uncertainty of disease, the patients have four stages of adjustment process from the stage of isolation to that of ambivalence and might turn to feedback. Conclusion: Therefore the nursing interventions reflecting adjustment process of patients with hemophilia should be developed.

• Korean Journal of Adult Nursing
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• v.26 no.1
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• pp.46-57
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• 2014

Purpose: This study was to investigate the influence of male nurses' gender role conflict and job satisfaction on their organizational commitment. Methods: Data were collected through a mixed method design using structured questionnaires (N=162) and a sequential qualitative interviews (N=8) from 2nd October, 2012 to 7th February, 2013. Data analysis included t-test, ANOVA, regression with SPSS/WIN 19.0 program and a qualitative thematic analysis. Results: Factors affecting participants' organizational commitment were job satisfaction and marital status which accounted for 36.2% of the total variance. In particular, low job satisfaction was not correlated with low organizational commitment despite lower job satisfaction. Three main themes connoting meanings of ambivalence were extracted from the data: desiring for the better future in spite of the current difficulty, strengthening their masculinity in tandem with complementing femininity in the midst of gender role conflict, leading their organization at times, and enduring hard work with responsibility for raising their family as a head of household. Conclusion: The findings indicate that male nurses' adjustment to the organization is controlled by ambivalence. It is essential to understand sociocultural contexts of male nurses as a minority in nursing fields for further research.

• The Research Journal of the Costume Culture
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• v.21 no.4
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• pp.467-477
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• 2013

Retailers deploy new shopping value-additions to induce customers to shop more, thus driving compulsive buying tendencies, which lead to increased profits for them. Customers display their ambivalence in purchasing a product either through instantaneous consumption, such as when following the latest fashion trends, or methodical decision making. The aim of this study is to investigate the influence of consumers' ambivalent attitudes toward various aspects (brand, store, price, trends, and product types) of clothing shopping on compulsive behavior tendencies. Compulsive buying tendencies were analyzed in terms of the shopping value group and demographic characteristics. For the empirical research, a questionnaire was used. Data from male and female clothing shoppers were analyzed. Consumers were segmented into ambivalent consumption group, emotional value consumption group, rationality consumption group, and indifference consumption group. Results indicate that ambivalent consumption groups showed significantly higher levels of compulsive behavior tendencies in terms of brand, store, price, trends, and product types than other groups. Females showed more compulsive buying tendencies than males. Single people showed more compulsive buying tendencies than married.

• Journal of Fashion Business
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• v.24 no.2
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• pp.17-31
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• 2020

The concept of municipal police is in contrast to the national police, which is in charge of the overall people. With increased localization, the need for a municipal police system is emphasized in each region. This study is intended to analyze the role of municipal police uniform considering the change in security from the national to the local level based on the introduction of municipal police system. The study investigators developed the concept of centralized national police system and decentralized self-governing municipal police system based on a literature review and Internet research. The investigators analyzed the design of municipal police uniform by reviewing the systems in several other countries. The results revealed specific formative features of municipal police uniform such as representative ambivalence, expression of visual language, manifest visibility, and reflection of regional characteristics. The municipal police uniform is adapted to changes in local government requiring a shift of awareness on to municipal police compared with the existing national police. The creation of a municipal police uniform enhances the efficiency of work by projecting a resident-friendly image, social support and cooperation, which play a huge role in illustrating the exemplary service to promote a stable and peaceful society locally.