• 한국IT서비스학회지
• /
• 제12권4호
• /
• pp.235-253
• /
• 2013

This research investigates the interaction effects of factors, namely, advertiser awareness, advertisement appeal, and customer involvement and need for cognition, selected from the parties involved in public service advertisement. Manipulating the participant's involvement, attitude toward the advertisement and the advertiser and intention to donate according to 2 (awareness) X 2 (cognitive/affective appeal) factors were surveyed. In result, participants with high involvement were relatively less affected by advertiser awareness. Also, high need for cognition indicated less effect of advertiser awareness on intention to donate. Moreover, when cognitive appeal is used, advertiser awareness affected less on consumers' attitude toward the advertisement and the advertiser and intention to donate. Further issues on changing customers' attitudes and behaviors are discussed.

• 디지털융복합연구
• /
• 제12권6호
• /
• pp.105-114
• /
• 2014

본 연구는 최근 기업과 소비자들에게 이슈화되고 있는 크로스 광고모델 효과를 살펴보았다. 실험설계는 모델 유형(2)${\times}$제품의 성 정체성(2)${\times}$광고메시지 소구형태(2) 요인설계이다. 연구결과 첫째, 광고 모델유형에 따른 광고 인지반응은 일반 모델보다 크로스 모델의 회상지수가 더 높게 나타났다. 둘째, 제품의 성 정체성에 따른 광고 인지반응은 남성제품보다 여성제품에서 회상지수가 더 높게 나타났다. 셋째, 광고주목도 변량분석결과 모델 유형과 메시지 소구유형은 각각 주 효과가 확인되었다. 또한 모델의 유형과 제품의 성 정체성, 모델유형과 메시지 소구유형에서 상호작용효과가 확인되었다. 끝으로, 모델 제품 적합도를 분석결과, 모델유형과 제품의 성 정체성 그리고 메시지 소구유형에는 주 효과가 확인되었다. 이상의 결과는 광고효과를 효율적으로 증진시키기 위한 모델전략에 의미 있는 결과를 확인하였다는 것에 의의를 두고자 한다.

• 경영과정보연구
• /
• 제24권
• /
• pp.97-124
• /
• 2008

This study aimed to explore how the involvement of environment influenced eight subjects group. Thus, experiment was performed to clarify the role that the attitude of university student consumer plays in the communication process depending on the level of engagement of consumer in the environment and method to raise donation for preservation of environment. Analyzing as per the type of appeal, the mark in altruistic appeal type was higher in all variables than egoistic appeal type. Finally, checking the average mark of each variable as per the condition of donation, the value in unconditional donation was higher than in all variables than conditional donation. It was found 3 groups composed of 2 groups with high level of environmental engagement and 1 group with low level of environmental engagement were suitable to double mediation model among the 8 experimental groups. The group where double mediation model best corresponds than any other group was high level related to environment and the group that contacts altruistic appeal and the message in the form of conditional donation. It was also found that the group that has low level of environmental engagement and contacts egoistic appeal type and conditional donation shows the group that corresponds to double mediation model in the second place among the 8 groups. Finally, it was found that the group that has high level of environmental engagement and is stimulated by altruistic appeal and unconditional donation corresponds to double mediation model. Depending on the condition of message stimulation, unconditional donation is found to better correspond to double mediation model than conditional donation. However, opposite phenomena is observed when the level of environmental engagement is high and appeal type is egoistic. Namely, it was found that conditional donation better corresponds to double mediation model than unconditional donation.

• 한국조리학회지
• /
• 제23권6호
• /
• pp.99-109
• /
• 2017

This study aims to investigate the impacts of marketing motive (public- vs. firm-interest) and ad appeal (soft- vs. hard-sell) types on consumers' ad attitudes and behavioral intention in hotels' green advertising. From 711 US respondents, a multivariate analysis of covariance (MANCOVA) was employed to test main effects of marketing motive and ad appeal types on ad recipients' affective and cognitive ad attitudes, while controlling their environmental consciousness. Further, the study conducted a multiple regressions analysis to examine the influence of ad attitudes on respondents' intention to visit the hotel. The study found that a public-serving claim can yield more positive affective ad attitude than a firm-interested claim, regardless of ad image type (soft- or hard-sell image). The result also revealed that a soft-sell ad image can elicit more positive affective ad attitude than a hard-sell one. On the other hand, the study showed that consumers' affective and cognitive ad attitudes are significant predictors of behavioral intention (i.e., visit intention). The study provided theoretical and managerial implications for hospitality researchers and hotel marketers to effectively design hotels' green advertising to ultimately increase consumers' visit intention.

• 문화기술의 융합
• /
• 제4권3호
• /
• pp.127-132
• /
• 2018

본 연구는 부산시 아파트 분양광고의 내용분석을 통하여 광고 표현의 메시지 지향성에 관하여 조사하였다. 부산지역 신문광고를 대상으로, 아파트 분양광고의 광고소구 방식 및 메시지 유형을 분석하였다. 브랜드(전국기반 브랜드, 지역기반 브랜드)에 따라 광고소구 방식(이성적 소구, 감성적 소구)과 메시지 지향성(환경지향성, 감성지향성, 투자지향성, 기능지향성)으로 분류하여 조사하였다. 연구결과, 부산시 대부분의 아파트 분양 광고가 이성적 소구를 사용한 것으로 나타났다. 전국기반 브랜드는 이성적 소구와 감성적 소구가 비슷하게 사용된 것에 비해 지역기반 브랜드는 이성적 소구의 사용이 큰 비중을 차지하였다. 광고 메시지 지향성은 투자지향성과 감성지향성의 비중이 가장 높은 것으로 나타났다. 경제적 이익이나 프리미엄을 나타내는 투자지향성 메시지의 사용이 가장 많은 것으로 나타났으며 그 다음으로 자부심, 행복을 나타내는 감성지향성 메시지의 사용이 높은 것으로 나타났다. 이러한 결과는 광고 표현 전략의 차이가 브랜드 간에 존재하는 것으로 해석된다. 이와 같은 연구 결과들은 아파트 분양광고의 메시지 전략에 유용한 실무적 시사점을 제공할 것으로 기대한다.

• 한국중재학회지:중재연구
• /
• 제25권2호
• /
• pp.71-96
• /
• 2015

This paper deals with the annulment of the ICSID(International Centre for Settlement of Investment Disputes) arbitral award. The annulment of the ICSID is characterized by the fact that it can be made possible through the special committee of ICSID only. The annulment of the ICSID was constructed on the premise that it is not an appeal procedure. However in the initial period, it was strongly criticized as it allowed new trials or duplicated many of the functions of an appeal and it broke down the boundary between the two systems. Although the trend seemed to be corrected through its 2nd and 3rd generations, it was still criticized for functioning as a new trial. It is approaching its 4th generation. On the other hand, with the activation of investment agreement arbitration based on ICSID and FTA, a certain degree of consistency is required for the ICSID arbitralaward. Also, with the emphasis on the public features of the arbitration for the investment agreement, the necessity of an appeal system is presented. The ICSID Secretariat published the "Opinion on the Appeal Procedure" in 2004 but as the system was criticized as too early due to the cost allocation problem and others, its adoption of an appeal procedure has been delayed. This paper focuses on how the currently incomplete ICSID arbitration judgment annulment system shall be used. Although it is still hardto expect the quality and consistent arbitral award annulment in the ICSID, this paper suggests that the "annulment without the actual new trial" using the restricted authority of a special commission in a creative way shall be pursued rather than just the actual new trial with or without annulment, thus going back to the original concept of the ICSID arbitral award annulment.

• 경영과정보연구
• /
• 제35권2호
• /
• pp.67-81
• /
• 2016

최근 심판청구사건이 증가하는 추세와 조세심판구조, 심판기간, 심판청구 중복, 심판청구사건에 대한 심리 및 재결, 그리고 심판전치주의 등 광범위한 영역에서 많은 문제점을 분석을 할 수 있다. 현행 심판청구제도가 납세자의 권익구제를 실효성 있게 보장하기 위해서는 개선이 필요하다. 심판청구사건이 접수의 현실을 감안, 현행 90일의 재결기간은 비현실적이므로 처분의 내용이 복잡하거나, 개별사건의 난이도 사유가 있는 경우에는 재결기간을 연장. 조세심판원장은 조세심판관회의의 의결내용을 거부할 권한이 없으므로 의결에 따라 재결 의결내용이 명백히 잘못된 경우에는 재심리를 권고할 수 있도록 별도의 근거규정이 필요하다. 경제적 사정으로 대리인을 선임하지 못한 소액 불복청구의 인용률이 상대적으로 낮아 영세납세자에 대한 권리구제의 필요성과 국선심판청구대리인 제도의 홍보를 강화해야 할 것이다. 감사원의 심사청구는 각기 다른 기관에서 동일한 조세심판업무를 중복적으로 수행하는 것은 비효율을 초래할 수 있으므로 감사원법에 의한 심사청구는 그 불복대상을 감사원의 감사로 인한 처분으로 제한하고, 필요적 전치절차로 되어 있는 국세청의 심사청구는 임의절차로 전환의 필요성이 본 연구는 현행의 조세심판청구제도의 문제점과 개선점을 이론적 논의보다는 실무적 차원에서 연구의 시사점을 제시하고 있다.

• 보건교육건강증진학회지
• /
• 제31권1호
• /
• pp.1-11
• /
• 2014

Objectives: In this study, the most executed social norm and advertisement about health consequences status were examined. The direction of effective anti-smoking advertisement is suggested in this study by figuring out the primary factors which affect smoking attitudes. Methods: The survey period of this study was from Nov $5^{th}$ to Nov $16^{th}$, 2012. 423 complete questionnaires were used for final analysis. The collected data were analyzed by SPSS Ver. 14.0, and reliability analysis, factor analysis, frequency analysis, F/t qualification, t-test, and multiple regression analysis, were performed. Results: This study is worth as a diagnosis of current status by using advertisement about social norm(51.4%) and health result(34.3%), which covers total of 85% in appeal types of anti-smoking advertisement that has been practically used in Korea. As a result, the health result type showed better result on belief and attitude. Conclusions: When establishing message strategy for anti-smoking advertisement, this study can help future direction for effective anti-smoking advertisement by figuring out effect of factors on smoking attitude.

• International Journal of Advanced Culture Technology
• /
• 제11권3호
• /
• pp.277-296
• /
• 2023

The South Korean ethnic diaspora US lobby shows efficacy as an interest group in generating influence in American foreign and domestic public policy making. The persuasive portrayal of South Korea as a critical Cold War US ally reinforced US amenability to pro-South Korea lobbying. Also, the South Korean US diaspora is a comparatively recent immigrant group, thus its lingering resistance to assimilation facilitates its political mobilization to lobby the US government. One source of this influence includes the foundational legacy of proselytizing Western and particularly American religious social movement representatives in Korean religiosity and society. US protestant Christianity acquired a strong public association with emerging Korean nationalism in response to Japanese imperialism and occupation. Hostility towards Japanese colonialism followed by the threat from Soviet-sponsored, North Korean Communism meant Christianity did not readily become a cultural symbol of excessive external, US interference in South Korean society by South Korean public opinion. The post-Cold War shift in US foreign policy towards targeting so-called rogue state vestiges of the Cold War including North Korea enhanced further South Korea's influence in Washington. Due to essential differences in the perceived historical role of American influence, extrapolation of the South Korean development model is problematic. US hegemony in South Korea indicates that perceived alliance with national self-determination constitutes the core of soft power appeal. Civilizational appeal per se in the form of religious beliefs are not critically significant in promoting American polity influence in target polities in South Korea or, comparatively, in the Middle East. The United States is a perceived opponent of pan-Arab nationalism which has trended towards populist Islamic religious symbolism with the failure of secular nationalism. The pronounced component of evangelical Christianity in American core community nationalism which the Trump campaign exploited is a reflection of this orientation in the US.

• International Journal of Internet, Broadcasting and Communication
• /
• 제16권2호
• /
• pp.185-192
• /
• 2024

Both message appeals and individual characteristics can influence the effectiveness of sustainable product promotions. Applying the agency-communion orientation to the advertising message research context, this study examined the interplay between message appeals and agency-communication orientations in impacting purchase intentions. The findings from a 2 (message appeal: self-interest vs. public-interest message) × 2 (motivational orientation: agency vs. communion) experiment revealed a communion-over-agency effect on consumer purchasing decisions for public-interest message appeals. In the self-interest message condition, we found no statistically significant difference in impact between agency and communion on purchase intentions. In short, we contribute to advertising effectiveness research by showing that agency-communion orientations moderate the effect of message appeals. We also explain the practical implications of these findings for effective sustainable communication in advertisements based on individuals' motivational orientations.