• Title/Summary/Keyword: visual language

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Evaluations of Chinese Brand Name by Different Translation Types: Focusing on The Moderating Role of Brand Concept (영문 브랜드네임의 중문 브랜드네임 전환 방식에 대한 중화권 소비자들의 브랜드 평가에 관한 연구 -브랜드컨셉의 조절효과를 중심으로-)

  • Lee, Jieun;Jeon, Jooeon;Hsiao, Chen Fei
    • Asia Marketing Journal
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    • v.12 no.4
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    • pp.1-25
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    • 2011
  • Brand names are often considered as a part of product and important extrinsic cues of product evaluation, when consumers make purchasing decisions. For a company, brand names are also important assets. Building a strong brand name in the Chinese commonwealth is a main challenge for many global companies. One of the first problem global company has to face is how to translate English brand name into Chinese brand name. It is very difficult decision because of cultural and linguistic differences. Western languages are based on an alphabet phonetic system, whereas Chinese are based on ideogram. Chinese speakers are more likely to recall stimuli presented as brand names in visual rather than spoken recall, whereas English speakers are more likely to recall the names in spoken rather than in visual recall. We interpret these findings in terms of the fact that mental representations of verbal information in Chinese are coded primarily in a visual manner, whereas verbal information in English is coded by primarily in a phonological manner. A key linguistic differences that would affect the decision to standardize or localize when transferring English brand name to Chinese brand name is the writing system. Prior Chinese brand naming research suggests that popular Chinese naming translations foreign companies adopt are phonetic, semantic, and phonosemantic translation. The phonetic translation refers to the speech sound that is produced, such as the pronunciation of the brand name. The semantic translation involves the actual meaning of and association made with the brand name. The phonosemantic translation preserves the sound of the brand name and brand meaning. Prior brand naming research has dealt with word-level analysis in examining English brand name that are desirable for improving memorability. We predict Chinese brand name suggestiveness with different translation methods lead to different levels of consumers' evaluations. This research investigates the structural linguistic characteristics of the Chinese language and its impact on the brand name evaluation. Otherwise purpose of this study is to examine the effect of brand concept on the evaluation of brand name. We also want to examine whether the evaluation is moderated by Chinese translation types. 178 Taiwanese participants were recruited for the research. The following findings are from the empirical analysis on the hypotheses established in this study. In the functional brand concept, participants in Chinese translation by semantic were likely to evaluate positively than Chinese translation by phonetic. On the contrary, in the symbolic brand concept condition, participants in Chinese translation by phonetic evaluated positively than by semantic. And then, we found Chinese translation by phonosemantic was most favorable evaluations regardless of brand concept. The implications of these findings are discussed for Chinese commonwealth marketers with respect to brand name strategies. The proposed model helps companies to effectively select brand name, making it highly applicable for academia and practitioner. name and brand meaning. Prior brand naming research has dealt with word-level analysis in examining English brand name that are desirable for improving memorability. We predict Chinese brand name suggestiveness with different translation methods lead to different levels of consumers' evaluations. This research investigates the structural linguistic characteristics of the Chinese language and its impact on the brand name evaluation. Otherwise purpose of this study is to examine the effect of brand concept on the evaluation of brand name. We also want to examine whether the evaluation is moderated by Chinese translation types. 178 Taiwanese participants were recruited for the research. The following findings are from the empirical analysis on the hypotheses established in this study. In the functional brand concept, participants in Chinese translation by semantic were likely to evaluate positively than Chinese translation by phonetic. On the contrary, in the symbolic brand concept condition, participants in Chinese translation by phonetic evaluated positively than by semantic. And then, we found Chinese translation by phonosemantic was most favorable evaluations regardless of brand concept. The implications of these findings are discussed for Chinese commonwealth marketers with respect to brand name strategies. The proposed model helps companies to effectively select brand name, making it highly applicable for academia and practitioner.

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Literary Text and the Cultural Interpretation - A Study of the Model of 「History of Spanish Literature」 (문학텍스트와 문학적 해석 -「스페인 문학사」를 통한 모델 연구)

  • Na, Songjoo
    • Cross-Cultural Studies
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    • v.26
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    • pp.465-485
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    • 2012
  • Instructing "History of Spanish Literature" class faces various types of limits and obstacles, just as other foreign language literature history classes do. Majority of students enter the university without having any previous spanish learning experience, which means, for them, even the interpretation of the text itself can be difficult. Moreover, the fact that "History of Spanish Literature" is traced all the way back to the Middle Age, students encounter even more difficulties and find factors that make them feel the class is not interesting. To list several, such factors include the embarrassment felt by the students, antiquated expressions, literature texts filled with deliberately broken grammars, explanations written in pretentious vocabularies, disorderly introduction of many different literary works that ignores the big picture, in which in return, reduces academic interest in students, and finally general lack of interest in literate itself due to the fact that the following generation is used to visual media. Although recognizing such problem that causes the distortion of the value of our lives and literature is a very imminent problem, there has not even been a primary discussion on such matter. Thus, the problem of what to teach in "History of Spanish Literature" class remains unsolved so far. Such problem includes wether to teach the history of authors and literature works, or the chronology of the text, the correlations, and what style of writing to teach first among many, and how to teach to read with criticism, and how to effectively utilize the limited class time to teach. However, unfortunately, there has not been any sorts of discussion among the insructors. I, as well, am not so proud of myself either when I question myself of how little and insufficiently did I contemplate about such problems. Living in the era so called the visual media era or the crisis of humanity studies, now there is a strong need to bring some change in the education of literature history. To suggest a solution to make such necessary change, I recommended to incorporate the visual media, the culture or custom that students are accustomed to, to the class. This solution is not only an attempt to introduce various fields to students, superseding the mere literature reserch area, but also the result that reflects the voice of students who come from a different cultural background and generation. Thus, what not to forget is that the bottom line of adopting a new teaching method is to increase the class participation of students and broaden the horizon of the Spanish literature. However, the ultimate goal of "History of Spanish Literature" class is the contemplation about humanity, not the progress in linguistic ability. Similarly, the ultimate goal of university education is to train students to become a successful member of the society. To achieve such goal, cultural approach to the literature text helps not only Spanish learning but also pragmatic education. Moreover, it helps to go beyond of what a mere functional person does. However, despite such optimistic expectations, foreign literature class has to face limits of eclecticism. As for the solution, as mentioned above, the method of teaching that mainly incorporates cultural text is a approach that fulfills the students with sensibility who live in the visual era. Second, it is a three-dimensional and sensible approach for the visual era, not an annotation that searches for any ambiguous vocabularies or metaphors. Third, it is the method that reduces the burdensome amount of reading. Fourth, it triggers interest in students including philosophical, sociocultural, and political ones. Such experience is expected to stimulate the intellectual curiosity in students and moreover motivates them to continues their study in graduate school, because it itself can be an interesting area of study.

A Study on the Establishment of Corporate and Product Image Alignment (기업 이미지에 정합적(整合的)인 제품 이미지 구축 방법)

  • Kim, Hyun
    • Archives of design research
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    • v.14 no.4
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    • pp.77-85
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    • 2001
  • In order to sustain competitive advantage through strategic product differentiation in global market, this research aims to establishment of strategic design conditions for domestic manufacturing firms through the means of product image alignment and positioning, using visual character of product as the foundation for establishing corporate image. Case studies on how globally successful multinational companies manage design strategy and corporate culture uniformly for coherent product image management are reviewed. To establish product image alignment methodology for manufacturing firms, the criteria for product image positioning and aligned product image development process are developed in three stages. First, in image positioning stage, it is important to set the direction for corporate image and design strategy by identifying consumer needs through market trends analysis and forecasting as well as comparative positioning of the analysis results of the firms's own corporate image and that of the competitor's. Second, in awareness building stage, before building the product image alignment, firm-wide shared awareness of differentiated corporate and product image, establishment of designer's role as the consolidated manager of product image, sharing form language, and building the infrastructure for defining form information should be preceded. Third, in managing the aligned product image stage, the condition for setting up image information management guideline, management of decision making process for arriving at logical decisions on product form, development of guideline for increasing efficiency and its evaluation system, and co-development of related design should be induced. Further research on the product image alignment with corporate image should be conducted through various empirical studies on image and form, building an information system of related design language, and continuous assessment and management of applied solutions.

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Development of the Artwork using Music Visualization based on Sentiment Analysis of Lyrics (가사 텍스트의 감성분석에 기반 한 음악 시각화 콘텐츠 개발)

  • Kim, Hye-Ran
    • The Journal of the Korea Contents Association
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    • v.20 no.10
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    • pp.89-99
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    • 2020
  • In this study, we tried to produce moving-image works through sentiment analysis of music. First, Google natural language API was used for the sentiment analysis of lyrics, then the result was applied to the image visualization rules. In prior engineering researches, text-based sentiment analysis has been conducted to understand users' emotions and attitudes by analyzing users' comments and reviews in social media. In this study, the data was used as a material for the creation of artworks so that it could be used for aesthetic expressions. From the machine's point of view, emotions are substituted with numbers, so there is a limit to normalization and standardization. Therefore, we tried to overcome these limitations by linking the results of sentiment analysis of lyrics data with the rules of formative elements in visual arts. This study aims to transform existing traditional art works such as literature, music, painting, and dance to a new form of arts based on the viewpoint of the machine, while reflecting the current era in which artificial intelligence even attempts to create artworks that are advanced mental products of human beings. In addition, it is expected that it will be expanded to an educational platform that facilitates creative activities, psychological analysis, and communication for people with developmental disabilities who have difficulty expressing emotions.

The Effects of Algorithm Learning with Squeak Etoys on Middle School Students' Problem Solving Ability (Squeak Etoys 활용 알고리즘 학습이 중학생의 문제해결력에 미치는 영향)

  • Jeoung, MiYeoun;Lee, EunKyoung;Lee, YoungJun
    • 대한공업교육학회지
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    • v.33 no.2
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    • pp.170-191
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    • 2008
  • Many former researchers demonstrated that algorithm learning has a positive outcome on students' problem-solving abilities. One of the methods for algorithm learning, the 'programming learning' method is highly effective. However, there are numerous constraints in schools for programming learning. This study attempts to overcome these issues. Squeak Etoys, one of the educational visual programming languages for easy and interesting learning, has been selected as a learning tool. We developed the algorithm-learning curriculum for middle school students. They were divided into a control group and an experimental group. The students learned on the basis of equal curriculum but, they used other learning tools through over a total 6 sessions. The result showed that Squeak Etoys based Algorithm learning has a positive effect on improving middle school learners' problem solving abilities, self-efficacies and logical thinking abilities. Although the students' logical thinking abilities in the experimental group are improved a lot more than the students' abilities in control group, the students' logical think abilities in the both groups are improved. Therefore, algorithm education in secondary schools are necessary. In conclusion, Squeak Etoys based Algorithm learning has a positive effect on problem solving ability and self efficacy. The developed curriculum can be applicable as a basis for study on algorithm learning and educational programming language.

Convergent Web-based Education Program to Prevent Dementia (웹기반의 치매 예방용 융합교육 프로그램 개발)

  • Park, Kyung-Soon;Park, Jae-Seong;Ban, Keum-Ok;Kim, Kyoung-Oak
    • The Journal of the Korea Contents Association
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    • v.13 no.11
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    • pp.322-331
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    • 2013
  • The purpose of the present study was to develop a convergent education contents for dementia prevention, operating on the web network applying modern information technology(IT). At the preparation stage, local and worldwide literatures related to dementia were analyzed followed by surveying industry demands, based on which the program was designed and developed. In the following enhancement stage, the program was modified as much as possible by advices obtained from experts in various fields. Development results of the present program are summarized as follows. Firstly, 645 intellect development model to prevent dementia was established through peer review and verification of convergent education theories by expert groups. This model was named as "Garisani" meaning "cognition capable of judging objects" in the Korean language. Secondly, 'Find a way' and 'Connect a line' modules were developed in the numeric field as well as 'Identify a letter(I, II)' modules, in the language field for web-based left brain training program. Thirdly, 'Find my car' and 'Vision training' modules in the attention field and 'Object inference' and 'Compare pictures' modules in the cognition field were developed for web-based right brain training program. Fourth, 'Pentomino' and 'BQmaze'(Brain Quotient and maze) modules in the space perception field and 'Visual training' in the memory field were developed for web-based left and right brains training. Fifth, all results were integrated leading to a 52 week Garisani convergent education program for dementia prevention.

A Study on Transition Process of Hanbyokdang by Diachronic Analysis (통시적 관점에서 본 한벽당(寒碧堂)의 변천과정)

  • Rho, Jae-Hyun;Shin, Sang-Sup
    • Journal of the Korean Institute of Landscape Architecture
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    • v.35 no.6
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    • pp.97-109
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    • 2008
  • This study first attempted to catch the transformational affairs and motives of the representative pavilion, Hanbyeok in Honam after its construction. Especially, it re-illuminated the morphologic, significant and functional change process of a pavilion after the early Joseon Dynasty by taking the local scenery, Hanbyeokdang as a sample, and considering the space and scenic characteristics, and diachronically understood its creation process and rebuilt its inherent positional meaning to reach the following conclusion. 1. Weoldanglu, at its early foundation, seems to have stressed the function of a private banquet and lecture hall to train younger students, and served as a reception space. Then the reception function gradually increased, and up to before 1530, it seems to have been called Weoldanglu(月塘樓) or Weoldangwon(月塘院). 2. In 1619, Governor Yoo Saek changed the pavilion name to Hanbyeokdang through the subject of a poem. 200 years after Weoldang's death, it became a public space called Hanbyeokdang, an amusement place in which scholars cultivated great morale, and participated in the sending-off and welcoming of predecessors and successors. This seems to have taken a foothold as a public event or entertainment space for the local administration, Jeonjuboo(全州府) through the remodeling process sponsored by the public. 3. Scenic language such as its indicating name, expression type and surrounding view through old map and so on, the shape of Hanbyeokdang evolved and changed to diverse types after the foundation of Weoldanglu, at the heart of which Hanbyeokdang with its two legs standing at a rock was located. 4. During the late 18th century, Hanbyeokdang seems to have been a wing corridor connected closely to the left corridor of the Jeonju stream bed, whose pattern is presumed to have existed even during the early 19308. Such changes in scenic language make us assume that diverse auxiliary space, a wing corridor, was erected for use as a public banquet and amusement spot of Jeonjuboo Castle, the inherent function of Hanbyeokdang after the mid 18th century. 5. Penetration of Hanbyeokgool and the erection of Hanbyeokgyo caused the change of the ancient shape of Hanbyeokdang. Specifically, a great Hanbyeokgyo passing by the pavilion changed the relative scale, so the pavilion image of pursuing unity with nature has lost the old inherent refinement and visual character.

Animation and Machines: designing expressive robot-human interactions (애니메이션과 기계: 감정 표현 로봇과 인간과의 상호작용 연구)

  • Schlittler, Joao Paulo Amaral
    • Cartoon and Animation Studies
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    • s.49
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    • pp.677-696
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    • 2017
  • Cartoons and consequently animation are an effective way of visualizing futuristic scenarios. Here we look at how animation is becoming ubiquitous and an integral part of this future today: the cybernetic and mediated society that we are being transformed into. Animation therefore becomes a form of speech between humans and this networked reality, either as an interface or as representation that gives temporal form to objects. Animation or specifically animated films usually are associated with character based short and feature films, fiction or nonfiction. However animation is not constricted to traditional cinematic formats and language, the same way that design and communication have become treated as separate fields, however according to $Vil{\acute{e}}m$ Flusser they aren't. The same premise can be applied to animation in a networked culture: Animation has become an intrinsic to design processes and products - as in motion graphics, interface design and three-dimensional visualization. Video-games, virtual reality, map based apps and social networks constitute layers of an expanded universe that embodies our network based culture. They are products of design and media disciplines that are increasingly relying on animation as a universal language suited to multi-cultural interactions carried in digital ambients. In this sense animation becomes a discourse, the same way as Roland Barthes describes myth as a type of speech. With the objective of exploring the role of animation as a design tool, the proposed research intends to develop transmedia creative visual strategies using animation both as narrative and as an user interface.

The Design And Implementation of Robot Training Kit for Java Programming Learning (Java 프로그래밍 학습을 위한 로봇 트레이닝키트의 설계 및 구현)

  • Baek, Jeong-Hyun
    • Journal of the Korea Society of Computer and Information
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    • v.18 no.10
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    • pp.97-107
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    • 2013
  • The latest programming paradigm has been mostly geared toward object-oriented programming and visual programming based on the object-oriented programming. However, object-oriented programming has a more difficult and complicated concept compared with that of existing structural programming technique; thus it has been very difficult to educate students in the IT-related department. This study designed and implemented a Java robot training kit in which the Java virtual machine is built so that it may enhance the desire and motivation of students for learning the object-oriented programming using the training kit which is possible to attach various input and output devices and to control a robot. The developed Java robot training kit is able to communicate with a computer through the USB interface, and it also enables learners to manufacture a robot for education and to practice applied programming because there is a general purpose input and output port inside the kit, through which diverse input and output devices, DC motor, and servo motor can be operated. Accordingly, facing the IT fusion era, the wall between the academic circles and the major becomes lower and the need for introducing education about creative engineering object-oriented programming language is emerging. At this point, the Java robot training kit developed in this study is expected to make a great commitment in this regard.

A comparative study of the improvement after different self-assessment methods of tooth preparation (치아 삭제의 다른 자가 평가 방법 후 개선에 대한 비교 연구)

  • Kim, JungHan;Son, Keunbada;Lee, Kyu-Bok
    • Journal of Dental Rehabilitation and Applied Science
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    • v.35 no.4
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    • pp.220-227
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    • 2019
  • Purpose: The purpose of this study was to compare the degree of tooth preparation abilities of students according to three self-assessment methods. Materials and Methods: forty-eight sophomores in Kyungpook National University College of Dentistry were divided into three experimental groups. Students performed tooth preparation of the left mandibular first molar for full gold crown. They performed self-assessment using the three methods (visual, digital, and putty index self-assessment group), and reperformed tooth preparation. An intraoral scanner was used to scan each tooth model (prepared tooth and unprepared tooth), and data were acquired in standard tessellation language (STL) file format. The STL files of prepared tooth and unprepared tooth were superimposed using the 3-dimensional analysis software (Geomagic control X). And the reduction amount was measured. In the statistical analysis, all values of reduction amount were analyzed with the Wilcoxon signed rank test and Kruskal-Wallis test (α = 0.05). Results: The three self-assessment methods showed statistically significant differences (P < 0.001). The putty index self-assessment group showed the highest reduction in error than the digital self-assessment method. Conclusion: Within limitations of this study, students showed significant differences in improvement of tooth preparation ability according to the three self-evaluation methods.