• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.8
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• pp.1142-1152
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• 2004

The purpose of this study is to verify the visual perception on various cotton fabrics of the same color. Results obtained through subjective evaluation of cotton fabrics showed that the textural adjectives could be classified into 3; warm/cool, flexibility and surface property, the sensibility adjectives into 5; simple, attractive, masculine, conservative, comfortable and visual perception adjectives into 6; hard, warm, smooth, brilliant, classic and casual. Image distribution results on 12 different fabrics, showed different distributions among textiles on visual perception due to varying texture and sensibility. In thickness, weight, weave type, bending and surface characteristics which are structure characteristics, significant differences were shown for visual perception examination. Having placed into an image scale, visual perception dimension developed divided into the ＇soft-hard＇ axis and the ＇warm-cool＇ axis.

• Asia Pacific Journal of Corpus Research
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• v.1 no.2
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• pp.15-26
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• 2020

This corpus-based study investigated third language acquisition by Taiwanese college students in learning Spanish clitic pronouns at beginning and intermediate levels. It examined the acquisition sequences of Spanish clitic pronouns of the Chinese-speaking learners whose second language was English and third language was Spanish. The results indicated that indirect object pronouns (OP) preceded direct OP (case), first person preceded third person OP (person), masculine preceded feminine OP (gender), and animate preceded inanimate OP (animacy). The findings presented similar patterns as those of previous studies on English-speaking learners of Spanish. In further comparisons of the target forms in Chinese, English, and Spanish, the results suggested that L1 Chinese had strong influence on L3 Spanish, which accounts for the challenges that Taiwanese learners of Spanish face as they learn the Spanish clitic pronouns in the beginning stage.

• American Studies
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• v.43 no.1
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• pp.1-23
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• 2020

This paper is an effort to critique the heteronormative interpretations of Kate Chopin's The Awakening and to examine the relationships of three women-Edna Pontellier, Adele Ratignolle, Mademoiselle Reisz-in the homosocial climate of the Grand Isle. Through the disclosure of erotic encounters between these women and their deferred gratification, Chopin reveals the social imperative which suppresses and fixates female desire on a male object choice. Chopin also sheds light upon the masculine language appropriating romance and chivalry that renders it impossible for Edna to articulate her sexuality within the matrix of the phallocentric society. The Awakening is not a conventionalized plot which ends in Edna's subordination to the patriarchal order; rather, the story demonstrates the "process" of how her sexual awakening becomes negotiated under the patriarchal system and exposes the excess of desire that fails to be subsumed under the hegemonic discourse.

• Asia Pacific Journal of Corpus Research
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• v.3 no.1
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• pp.21-34
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• 2022

This study aims to apply corpus-based approach to analyze The Yellow Wall-Paper and Herland written by Charlotte Perkins Gilman, a women's rights activist in the late nineteenth-century America. Although both works have attracted feminists' attention to the woman question that concerned Gilman, discussion on her language features and their relation to the literary themes of these two works is still in need. In this corpus-based analysis, we argue that the main themes of different literary works can be revealed through linguistic patterns identified by number and gender features of nouns and pronouns in the contrast of two works and a balanced corpus. The linguistic features (number and gender) have been related with two themes, the 'group and individual' and the 'feminine and masculine', and are further interpreted in terms of mothering and feminine consciousness. By adopting linguistic approach, our study provides quantitative and qualitative evidence to verify the established themes and arguments of these literary texts.

• SUVANNABHUMI
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• v.5 no.2
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• pp.81-99
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• 2013

Đoạn tuyệt is the representative of not only Nhất Linh's literary life but also of the Tự Lực Văn Đoàn [Self-Strength Literary Group]. Đoạn tuyệt's contributions are emphasized in the following aspects: 1) critique of the feudal family model, 2) an advocate of female and individual liberation, 3) nationalistic content, though rather vague. Based on analysis of gender power relations in the masculinization of femininity exemplified in the character Loan of the novel, this paper addresses the following points: - In Đoạn tuyệt, the woman is eager to free herself from feudalist ties not to construct her own identity but to identify her with men's identities. - The construction of new feminine identities was conditioned in new rising discourses of Western modernity-based nationalisms in pre-revolutionary Vietnam. - The feminization of masculinity echoes the crisis of Vietnamese masculine in facing colonial power.

• Asia Marketing Journal
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• v.15 no.4
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• pp.103-129
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• 2014

Differentiated positioning becomes increasingly difficult when brand salience weakens. Also, the daily increase in new media use and information load has led to a social climate that regards advertising stimuli as spamming. For these reasons, the focus of advertisement-related communication is shifting from persuading consumers through the direct delivery of information to an emphasis on appealing to their emotions using matching stimuli to enhance persuasion effects. Recently, both academia and industry have increasingly shown an interest in storytelling methods that can generate positive emotional responses and attitude changes by arousing consumers' narrative processing. The purpose of storytelling is to elicit consumers' emotional experience to meet the objectives of advertisement producers. Therefore, the most important requirement for storytelling in advertising is that it evokes consumers' sympathy for the main character in the advertisement. This does not involve advertisements directly persuading consumers, but rather, consumers themselves finding an answer through the advertisement's story. Thus, consumers have an indirect experience regarding the product features and usage through empathy with the advertisement's main character. In this study, we took the results of a precedent study as the starting point, according to which consumers' emotional response can be altered depending on the storytelling methods adopted for storytelling ads. Previous studies have reported that drama-type and vignette-type storytelling methods have a considerably different impact on the emotional responses of advertising audiences, due to their different structural characteristics. Thus, this study aims to verify that emotional response aroused by different types of advertisement storytelling (drama ads vs. vignette ads) can be controlled by the socio-psychological gender difference of advertising audiences and that the interaction effects between the socio-psychological gender differences of the audience and the gender stereotype of emotions to which advertisements appeal can exert an influence on emotional responses to types of storytelling in advertising. To achieve this, an experiment was conducted employing a between-group design consisting of 2 (storytelling type: drama ads vs. vignette ads) × 2 (socio-psychological gender of the audience: masculinity vs. femininity) × 2 (advertising appeal emotion type: male stereotype emotion vs. female stereotype emotion). The experiment revealed that the femininity group displayed a strong and consistent empathy for drama ads regardless of whether the ads appealed to masculine or feminine emotions, whereas the masculinity group displayed a stronger empathy for drama ads appealing to the emotional types matching its own gender as well as for vignette ads. The theoretical contribution of this study is significant in that it sheds light on the controllability of the audiences' emotional responses to advertisement storytelling depending on their socio-psychological gender and gender stereotype of emotions appealed to through advertising. Specifically, its considerable practical contribution consists in easing unnecessary creative constraints by comprehensively analyzing essential advertising strategic factors such as the target consumers' gender and the objective of the advertisement, in contrast to the oversimplified view of previous studies that considered emotional responses to storytelling ads were determined by the different types of production techniques used. This study revealed that emotional response to advertisement storytelling varies depending on the target gender of and emotion type appealed to by the advertisement. This suggests that an understanding of the targeted gender is necessary prior to producing an advertisement and that in deciding on an advertisement storytelling type, strategic attention should be directed to the advertisement's appeal concept or emotion type. Thus, it is safe to use drama-type storytelling that expresses masculine emotions (ex. fun, happy, encouraged) when the advertisement target, like Bacchus, includes both men and women. For brands and advertisements targeting only women (ex. female clothes), it is more effective to use a drama-type storytelling method that expresses feminine emotions (lovely, romantic, sad). The drama method can be still more effective than the vignette when women are the main target and a masculine concept-based creative is to be produced. However, when male consumers are targeted and the brand concept or advertisement concept is focused on feminine emotions (ex. romantic), vignette ads can more effectively induce empathy than drama ads.

• Sim-seong Yeon-gu
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• v.36 no.1
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• pp.55-86
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• 2021

The initial situation in our tale shows that the earth-mother-feminine principle disappeared from the center of the collective consciousness into the collective unconscious. Therefore the heaven-father-masculine principle is dominant, which is represented by the king. And in the king's daughter, who is living without mother, the positive father complex is working. She stays in the heaven-spirit world playing with the golden ball, which can be seen as the state of inflation. She is disconnected from the earth-mother-feminine principle, which is important for a woman to find her genuine feminine identity. This demanded principle approaches her through the frog, a bewitched prince. Psychologically it means that a man is under the power of the negative mother complex. The disgusting, ugly frog is a symbol for the shadow, the earthly animal instincts of the princess. Only with his help she can find her golden ball again, which has fallen into the deep well. Their talk about the rewards to him for his help shows us very well the opposites. The frog wants the feminine value such as relation, earthly eros, but the princess offers the masculine value such as heavenly logos. After the frog brought her the lost ball, i.e. she regained her libido, she completely forgot her promise. Like this the content, which is becoming conscious, here the shadow, is easy to fall back into the unconscious and to be repressed. The frog cannot be with the princess without the help of the king, a father figure, a firm protector of the collective oder. At first unwillingly the princess obeys Logos of her father. But her authentic instinctual urge grows stronger and it causes that her ego is released from the power of her father complex. At just this moment the frog turns into a prince, i.e. he is liberated from the mother complex. The marriage of princess and frog-prince symbolize the unification of the opposites: heaven becomes earthly and earth becomes heavenly. Three iron bands, wrapped around the heart of Heinrich, a young king's servant, are snapped, while he brings the prince and princess back to his kingdom. The heart, the place of earth-mother-feminine consciousness, is now liberated. This principle, which disappeared into the unconscious, emerged into the collective consciousness and the wholeness is recovered. The Self is now leading the collective consciousness, which includes not only the principle of Logos but also Eros.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.3 s.151
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• pp.436-446
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• 2006

The purpose of this study was to compare the influences of men's and women's sex role identities and sex role discrepancies on their appearance satisfaction and self esteem. Congruency theory, androgyny theory, masculinity theory and self discrepancy theory were used to explore the influence of sex roles on appearance satisfaction and self esteem. Theories suggest that the influence would be different by gender. Data were collected from a convenience sample of 125 men and 197 women aged between 20 and 40 years living in the Seoul metropolitan area. Structural equation modeling was employed to analyze the data. For men, both appearance satisfaction and self esteem were influenced only by their perceived masculinity. For women, however, perceived femininity, femininity discrepancy and masculinity discrepancy had an influence on appearance satisfaction. All the four sex role variables had an influence on women's self esteem. BMI had a negative effect on self esteem for women, but no effect for men. According to the results, unlike men, whose appearance satisfaction and self esteem are only determined by how masculine they are, the women's levels of appearance satisfaction and self esteem are influenced not only by how feminine they are, but also by how masculine and feminine they want to be. The results of this study have implications for body image counselors or practitioners who try to help young women increase their self esteem and satisfaction to their appearance.

• Science of Emotion and Sensibility
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• v.19 no.3
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• pp.3-14
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• 2016

This study is aimed to measure the physical colorimetric property according to three conditions, natural dyestuffs (Gardenia, Sappan wood, Lac, Gardenia blue, Mugwort, and Indigo), fabric types (cotton, silk), and presence of mordant (without, with), and then to evaluate the psychological sensibility. Also, to perform analysis of variance (ANOVA) to find out the differences of physical properties according to the three natural dyeing conditions, and to analyze the relationship between physical property and psychological property by Pearson's correlation analysis and then suggest the prediction model by regression analysis using SPSS program (ver. 21.0). Finally, to propose a certain sensibility image map of naturally dyed fabrics, MDS (Multidimensional Scaling) was used, and as a result, Gardenia dyed fabrics having the color sensibilities such as 'hard' and 'heavy' were suggested to evoke masculine image, and to evoke feminine image, Sappan wood and Lac having 'bright', 'transparent', 'soft' and 'light' sensibilities were suggested. Natural image might be induced by using 'subdued' Mugwort dyed fabrics, and active image might be induced by using 'showy' Indigo dyed fabric.

• Journal of Distribution Science
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• v.13 no.3
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• pp.93-100
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• 2015

Purpose - Since the early 1990s, it has been observed that the number and substance of studies on female leadership have been increasing. One of the reasons for this development may be concerned with the increasing number of female labor market participants as well as the greater opportunities for them to take higher positions in various organizations. In addition to this, the transition from mechanistic organizational structures that emphasize authority, control, and efficiency toward organic ones that focus on environmental adaptability, equality, and trust has also encouraged research on female leadership. The research tendency is based on the assumption that male and female leaders tend to exhibit different leadership styles according to their gender differences. Recent research has cast doubt on this assumption, by showing that the sociological gender roles of men and women are independent such that some female leaders show authoritative and control-oriented leadership, which were once considered to be male leadership styles. Research design, data, and methodology - This research attempts to carry out an empirical study on the gender-related leadership styles of female leaders and to examine their effect on group performance in the K business organization. This study also focuses on leader attributes such as trust, and it aims to discover whether these attributes should be regarded as independent or as moderating variables between leadership styles and performance. For these purposes, this study generated four hypotheses based on a review of the literature and it tested them using a survey. Female workers in the sales departments of the K Company, all of whom are women, were asked to provide answers to the presented questionnaires. This study hypothesizes that the type of gender roles played by women leaders will affect the job satisfaction and organizational commitment among the members of the sales group, and that the level of trust that is garnered by women leaders will also affect the types of gender roles that they play as well as employee job satisfaction and organizational commitment. Results - The results of this study show that both androgynous and masculine leadership styles are superior to the feminine leadership style in terms of employee job satisfaction and organizational commitment. However, contrary to our expectations, this study fails to show the superiority of the androgynous leadership style over the masculine leadership style. Moreover, there are no significant differences between these two leadership styles with regard to group performance. Conclusions - This study shows that it is important that different attributes of leaders, such as how trusted they are, be treated as moderating variables between leadership and performance rather than as independent variables. Finally, as this is the first attempt to view the role of the gender in a new perspective, the managerial implications of this study for leadership research, as well as its limitations, are presented. Suggestions for future related research are also proposed.