• Journal of Global Scholars of Marketing Science
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• v.20 no.3
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• pp.231-238
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• 2010

The anthropomorphism of brands, defined as seeing human beings in brands (Puzakova, Kwak, and Rosereto, 2008) is the focus of this study. Specifically, the research objective is to understand the ways in which brands are rendered humanlike. By analyzing consumer readings of stories found on food product packages we intend to show how marketers and consumers humanize a spectrum of brands and create meanings. Our research question considers the possibility that a single brand may host multiple or single meanings, associations, and personalities for different consumers. We start by highlighting the theoretical and practical significance of our research, explain why we turn our attention to packages as vehicles of brand meaning transfer, then describe our qualitative methodology, discuss findings, and conclude with a discussion of managerial implications and directions for future studies. The study was designed to directly expose consumers to potential vehicles of brand meaning transfer and then engage these consumers in free verbal reflections on their perceived meanings. Specifically, we asked participants to read non-nutritional stories on selected branded food packages, in order to elicit data about received meanings. Packaging has yet to receive due attention in consumer research (Hine, 1995). Until now, attention has focused solely on its utilitarian function and has generated a body of research that has explored the impact of nutritional information and claims on consumer perceptions of products (e.g., Loureiro, McCluskey and Mittelhammer, 2002; Mazis and Raymond, 1997; Nayga, Lipinski and Savur, 1998; Wansik, 2003). An exception is a recent study that turns its attention to non-nutritional packaging narratives and treats them as cultural productions and vehicles for mythologizing the brand (Kniazeva and Belk, 2007). The next step in this stream of research is to explore how such mythologizing activity affects brand personality perception and how these perceptions relate to consumers. These are the questions that our study aimed to address. We used in-depth interviews to help overcome the limitations of quantitative studies. Our convenience sample was formed with the objective of providing demographic and psychographic diversity in order to elicit variations in consumer reflections to food packaging stories. Our informants represent middle-class residents of the US and do not exhibit extreme alternative lifestyles described by Thompson as "cultural creatives" (2004). Nine people were individually interviewed on their food consumption preferences and behavior. Participants were asked to have a look at the twelve displayed food product packages and read all the textual information on the package, after which we continued with questions that focused on the consumer interpretations of the reading material (Scott and Batra, 2003). On average, each participant reflected on 4-5 packages. Our in-depth interviews lasted one to one and a half hours each. The interviews were tape recorded and transcribed, providing 140 pages of text. The products came from local grocery stores on the West Coast of the US and represented a basic range of food product categories, including snacks, canned foods, cereals, baby foods, and tea. The data were analyzed using procedures for developing grounded theory delineated by Strauss and Corbin (1998). As a result, our study does not support the notion of one brand/one personality as assumed by prior work. Thus, we reveal multiple brand personalities peacefully cohabiting in the same brand as seen by different consumers, despite marketer attempts to create more singular brand personalities. We extend Fournier's (1998) proposition, that one's life projects shape the intensity and nature of brand relationships. We find that these life projects also affect perceived brand personifications and meanings. While Fournier provides a conceptual framework that links together consumers’ life themes (Mick and Buhl, 1992) and relational roles assigned to anthropomorphized brands, we find that consumer life projects mold both the ways in which brands are rendered humanlike and the ways in which brands connect to consumers' existential concerns. We find two modes through which brands are anthropomorphized by our participants. First, brand personalities are created by seeing them through perceived demographic, psychographic, and social characteristics that are to some degree shared by consumers. Second, brands in our study further relate to consumers' existential concerns by either being blended with consumer personalities in order to connect to them (the brand as a friend, a family member, a next door neighbor) or by distancing themselves from the brand personalities and estranging them (the brand as a used car salesman, a "bunch of executives.") By focusing on food product packages, we illuminate a very specific, widely-used, but little-researched vehicle of marketing communication: brand storytelling. Recent work that has approached packages as mythmakers, finds it increasingly challenging for marketers to produce textual stories that link the personalities of products to the personalities of those consuming them, and suggests that "a multiplicity of building material for creating desired consumer myths is what a postmodern consumer arguably needs" (Kniazeva and Belk, 2007). Used as vehicles for storytelling, food packages can exploit both rational and emotional approaches, offering consumers either a "lecture" or "drama" (Randazzo, 2006), myths (Kniazeva and Belk, 2007; Holt, 2004; Thompson, 2004), or meanings (McCracken, 2005) as necessary building blocks for anthropomorphizing their brands. The craft of giving birth to brand personalities is in the hands of writers/marketers and in the minds of readers/consumers who individually and sometimes idiosyncratically put a meaningful human face on a brand.

• The korean journal of orthodontics
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• v.27 no.5 s.64
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• pp.771-779
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• 1997

The purpose of this in vitro study was to evaluate the effects of different acid etching times on the enamel surface morphology, shear bond strength and debonding failure mode of orthodontic attachment. Ninety six extracted human mandibular premolars were divided into eight groups of twelve teeth. The buccal surfaces were etched with $37\%$, phosphoric acid for 5, 10, 15, 30, 45, 60, 90 and 120 seconds, respectively. Two teeth from each group were used for scanning electron microscope examination. On the etched buccal surfaces of remaining teeth, orthodontic attachments(lingual buttons) were bonded with light cured orthodontic adhesive. Twenty foot hours after bonding, a Instron universal testing machine was used to determine shear bond strength of orthodontic attachment to enamel. After debonding, bases of orthodontic attachments and enamel surfaces were examined under stereoscopic microscope to determine failure mode. Statistical analysis of the data was carried out with one nay ANOVA and Duncan's multiple range test The results were as follows; 1. There was no statistically significant difference in shear bond strengths between the various etching times(p<0.05). 2. The failure modes of orthodontic attachments had some differences. In 5, 10 and 15 seconds etching groups, the percentage of adhesive/enamel interface failure was higher than that of adhesive/attachment interface failure. On the contrary, in 30, 45, 60, 90 and 120 seconds etching groups, the results were reversed. 3. The etching patterns of enamel surfaces had a great variation. So, we could not find any correlation between etching pattern and bond strength. 4. The findings in this study indicate that in vitro reduction of the etching me to 5 seconds maintains clinically acceptable bond strength. However, further study is required to determine the cause of failure mode in 5, 10 and 15 seconds groups.

• Journal of the Korean earth science society
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• v.21 no.5
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• pp.503-524
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• 2000

Intercomparisons between four kinds of data have been done to estimate the accuracy of satellite observations and model reanalysis for middle and lower tropospheric thermal state over regional oceans. The data include the Microwave Sounding Units (MSU) Channel 2 (Ch2) brightness temperatures of NOAA satellites and the vertically weighted corresponding temperature of ECMWF GCM (1980-93). The satellite data for midtropospheric temperatures are MSU2 (1980-98) in nadir direction and SC2 (1980-97) in multiple scans, and for lower tropospheric temperature SC2R (1980-97). MSU2 was derived in this study while SC2 and SC2R were described in Spencer and Christy (1992a, 1992b). Temporal correlations between the above data were high (r${\ge}$0.90) in the middle and high latitudes, but low(r${\sim}$0.65) over the low latitude and more convective regions. Their values with SC2R which included the noises due to hydrometeors and surface emission were conspicuously low. The reanalysis shows higher correlation with SC2 than with MSU2 partially because of the hydrometeors screening. SC2R in monthly climatological anomalies was more sensitive to surface thermal condition in northern hemisphere than MSU2 or SC2. The first EOF mode for the monthly mean data of MSU and ECMWF shows annual cycle over most regions except the tropics. The mode in MSU2 over the Pacific suggests the east-west dipole due to the Walker circulation, but this tendency is not clear in other data. In the first and second modes for the Ch2 anomalies over most regions, the MSU and ECMWF data commonly indicate interannual variability due to El Ni${\tilde{n}$o and La Ni${\tilde{n}$a. The substantial disagreement between observations and model reanalysis occurs over the equatorial upwelling region of the western Pacific, suggesting uncertainties in the model parameterization of atmosphere-ocean interaction.

• Korean Journal of Remote Sensing
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• v.36 no.2_2
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• pp.351-363
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• 2020

It is well known that alluvial sediment located in coastal region has been easily affected by geohazard like ground subsidence, marine or meteorological disasters which threaten invaluable lives and properties. The subsidence is a sinking of the ground due to underground material movement that mostly related to soil compaction by water extraction. Thus, continuous monitoring is essential to protect possible damage from the ground subsidence in the coastal region. Radar interferometric application has been widely used to estimate surface displacement from phase information of synthetic aperture radar (SAR). Thanks to advanced SAR technique like the Small BAseline Subset (SBAS), a time-series of surface displacement could be successfully calculated with a large amount of SAR observations (>20). Because the ALOS-2 PALSAR-2 L-band observations maintain higher coherence compared with other shorter wavelength like X- or C-band, it has been regarded as one of the best resources for Earth science. However, the number of ALOS-2 PALSAR-2 observations might be not enough for the SBAS application due to its global monitoring observation scenario. Unfortunately, the number of the ALOS-2 PALSAR-2 Stripmap images in area of our interest, Busan which located in the Southeastern Korea, is only 11 which is insufficient to apply the SBAS time-series analysis. Although it is common that the radar interferometry utilizes multiple SAR images collected from same acquisition mode, it has been reported that the ALOS-2 PALSAR-2 Stripmap-ScanSAR interferometric application could be possible under specific acquisition mode. In case that we can apply the Stripmap-ScanSAR interferometry with the other 18 ScanSAR observations over Busan, an enhanced time-series surface displacement with better temporal resolution could be estimated. In this study, we evaluated feasibility of the ALOS-2 PALSAR-2 Stripmap-ScanSAR interferometric application using Gamma software considering differences of chirp bandwidth and pulse repetition frequency (PRF) between two acquisition modes. In addition, we analyzed the interferograms with respect to spectral shift of radar carrier frequency and common band filtering. Even though it shows similar level of coherence regardless of spectral shift in the radar carrier frequency, we found periodic spectral noises in azimuth direction and significant degradation of coherence in azimuth direction after common band filtering. Therefore, the characteristics of spectral bandwidth in the range and azimuth direction should be considered cautiously for the ALOS-2 PALSAR-2 Stripmap-ScanSAR interferometry.

• Korean Journal of Weed Science
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• v.30 no.3
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• pp.291-299
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• 2010

Cyhalofop-butyl and penoxsulam, known for respective acetyl CoA carboxylase (ACCase) and acetolactate synthase (ALS) inhibitor, have been widely using as a post-emergence foliar application for many years in wet-seeded rice field in Korea. Since 2009, control of Echinochloa oryzoides with cyhalofop-butyl and penoxsulam was no longer satisfactory. Greenhouse and experiment in rice field were conducted to confirm E. oryzoides resistance to ACCase and ALS inhibitors and to compare herbicide treatments for control of the resistant E. oryzoides to ACCase and ALS inhibitors. Three resistant E. oryzoides to ACCase and ALS inhibitors accessions were tested for levels of resistance to cyhalofop-butyl and penoxsulam, base on survival rate. Iksan and Kimje accessions were not any affected to the survival by treatment with recommended doses of two herbicides tested. Buan accession displayed an intermediate response of 62 and 72% survival at recommended doses of cyhalofop-butyl and penoxsulam, respectively. Survival rates to herbicides mixed with ACCase and ALS inhibitors at 3.5 leaf stage of E. oryzoides was over 80%. Benzobicyclon+fentrazamide+bensulfuron SC, benzobicyclon+mefenacet+bensulfuron SC, benzobicyclone +cafenstrole+pyrazosulfuron-ethyl GR controlled effectively by 2 leaf stage of resistant E. oryzoides to ACCase and ALS inhibitors. In the field experiment, single treatment of benzobicyclon+ fentrazamide+bensulfuron SC and benzobicyclon+mefenacet+bensulfuron SC failed to control E. oryzoides, but squential treatment of benzobicyclon+thiobencarb SE and benzobicyclon+ mefenacet+ bensulfuron SC controlled effectively it in rice infant seedling culture with machine. Our results suggest that resistant E. oryzoides to ACCase and ALS inhibitors had not developed multiple resistance to herbicides with different modes of action. In particular, cafenstrole, fentrazamide, mefenacet were effective control measures.

• Journal of muscle and joint health
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• v.2 no.1
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• pp.17-40
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• 1995

Rheumatoid arthritis is the one of the chronic diseases, one of its major symptoms is a chronic pain. Despite developing medical treatment and surgical techniques, it is suggested that to control the pain is the goal of the treatment. But pain is an inner experience and even those closest to the patient cannot truly observe its progress or share in its suffering. The National Academy of Sciences Institute of Medicine's report on Pain and Disability concluded that there is no objective measure of pain-(exactly) no pain thermometer-nor can there ever be one, because the experience of pain is inseparable from personal perception and social influence such as culture. To explore chronic pain experience is to understand the process and property of the patient's perception of pain through the response to pain, the coping with pain, and the adaptation to pain. Therefore a qualitative study was conducted in order to gain an understanding of pain experience of patients with RA in korea. I used naturalistic inquiry as a research methodology, which had 5 axioms, the first is that realities are multiple, constructed, and holistic, the second is that knower and known are interactive, inseparable, the third is only time and context bound working hypotheses(idiographic statements) are possible, the forth is all entities are in a state of mutual simultaneous shaping, so that it is impossible to distinguish causes from effects and the last is that inquiry is value-bound. Purposive sampling was conducted as a sampling. 20 subjects who experienced pain over 10 years, lived in middle-sized city and big city in Korea, and 17 women and 3 men. The subject's age was from 32 to 62 (average 48.8), all were married, living with their spouse and children, except two-one divorced and the other widow before they became ill. I collected data using In depth structured interview. I had interviews two or three times with each subject, and the interviews were conducted at each subject's home. Each interview lasted about two hours an average. A recording was taken with the consent of the subject. I used inductive data analysis-such as unitizing and categorizing. unitizing is a process of coding, whereby raw data are systematically transformed and aggregated into units. Categorizing is a process wherby previously unitized data are organized into categories that provide descriptive or inferential information about the context or setting from which the units were derived. This process is used constant comparative method. The pain controlling process is composed of behavior of pain control. The behaviors of pain control are rearranging of ADL, hiddening role conflict, balancing treatment, and changing social relation. Rearranging of ADL includes diet management, sleep management, and the adjustment of daily life activities. The subjects try to rearrange their daily activities by modified style of motions, rearranging time span & range of activities, using auxillary facilities, and getting help in order to keep on the pace of daily life. Hiddening role conflict means to reduce conflicts between sick role and their role as a family member. In this process, the subjects use two modes, one is to control the pain complaints, and the other is to internalize the value which is to stay home is good for caring her children and being a good mother. To control pain complaints is done by 'enduring', 'understanding' the other family members, or making them undersood in order to reduce pain. Balancing treatment is composed of two aspects. One is to keep the pain within the endurable level, the other is to keep in touch with medical personnel in order to get the information of treatment and emotional support. Changing social relation is made by information seeking and sharing, formation of mutual support relation, and finally simplification of social relationships. The subjects simplify their social relationships by refraining from relations with someone who makes them physically and psychologically strained. In particular the subjects are apt to avoid contact with in-laws, and the change of relation to in-laws results in lessening the family boundary. In the course of this process, they confront the crisis of family confict result in family dissolution. This crisis is related to the threat of self-existence. Findings from this study contribute to understanding the chronic pain experience. To advance this study, we should compare this result with other cases in different cultural contexts. I think to interpret these results, korean cultural background should be considered. Especially the different family concept, more broader family members and kinship network, and the traditional medical knowledge influences patients' behavior.

• (The)Study of the Eastern Classic
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• no.66
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• pp.331-362
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• 2017

The paintings of the Eight Drunken Immortals refer to the paintings based on an influential poem called "The Song of the Eight Drunken Immortals" by Du Fu, a Chinese poet from the Tang Dynasty. This poem is about the eccentricity of the Eight Immortals known for their love of drinking. The Eight Drunken Immortals have been widely appreciated among East Asian intellectuals, and their stories have also been translated into paintings. Greatly influenced by Li Gonglin's Painting of the Eight Drunken Immortals, people in China have the tendency to create similar scroll paintings, using contour drawing tools. Meanwhile, in Korea, the paintings of the Eight Drunken Immortals have been widely appreciated both as a type of visual art embodying the Drunken Immortals' taste for the arts and as a meaningful object conveying the people's wish for longevity and eternal friendship. According to historical records, the paintings of the Eight Drunken Immortals from the Ming Dynasty were drawn on eight-fold folding screens using a sophisticated ink wash painting technique. In the meantime, the Painting of the Eight Drunken Immortals appreciated by King Jeongjo from the Joseon Dynasty was a colored landscape painting with small human figures on an eight-fold folding screen. Since the recent discovery of Yi Han-cheol's Painting of the Eight Drunken Immortals on an eight-fold folding screen, it has now become possible to imagine how renowned artists such as Kim Hong-do and Kim Yang-gi would have made the narrative figure paintings. In particular, the story of Li Bai, one of the Eight Immortals, was the most famous one often told in the paintings. After the 19th century, there was even an entire panel of narrative folding screen made about Li Bai. As painting manuals and outline drawings were pervasively used, the narrative paintings on Li Bai were mass-produced among commoners. As you can see from this, the Eight Drunken Immortals have been visually represented as thirsty souls who are not disconnected from the world, as honest men of refined taste for the arts, and as protagonists of an object that conveys the people's wish for longevity and eternal friendship. In other words, the paintings of the Eight Drunken Immortals embody multiple undertones: as paintings based on Du Fu's poems and as narrative paintings on the Eight Immortals.