• Title, Summary, Keyword: 정서소구

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The Effect of Affective Valence, Perceived Self-Relevance, and Visual Attention on Attitudes toward PSA's Issues: Moderated Mediation of Digital EEG Arousal (공익캠페인의 정서성, 자아관련성, 시각적 주의가 캠페인 태도에 미치는 영향: 디지털 뇌파(EEG) 기반 각성의 조절된 매개효과)

  • Yang, Byung-hwa;Jo, A-young
    • Journal of Digital Convergence
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    • v.15 no.3
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    • pp.107-117
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    • 2017
  • This study examined the conditional indirect effect of EEG (electroencephalogram) arousal on the relationship among affective valence, visual attention, perceived self-relevance, and attitudes toward campaign issues in the context of public service announcements (PSAs). Using SPSS macro (No. 14) of conditional process model, the findings in this current study indicated that the perceived self-relevance mediates the relationship between affective valence of PSA and attitudes toward issues and, in turn, is moderated by EEG arousal, indicating goodness-of-fit of the moderated mediation of psychophysiological arousal on PSAs. The results suggested that management of PSAs should be considered the strategic combination between affective valence and perceived self-relevance in advertising appeals.

A Study on the Communication Effect of the Suicide Prevention Campaign Message: Focusing on Message Characteristics and Individual Difference (자살예방 캠페인 메시지의 커뮤니케이션 효과에 관한 연구: 메시지 특성과 개인차를 중심으로)

  • Sun, Hye-Jin
    • The Journal of the Korea Contents Association
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    • v.18 no.3
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    • pp.183-195
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    • 2018
  • This study attempts to analyze the effects of public advertising about suicide prevention and to investigate how the attitudes and perceptions of the message recipients differ according to the message framing type (positive vs. negative) and the appeal type (self-oriented/other-oriented). Positive messages, rather than negative messages, have a greater impact on people's respect for life and on attitudes to suicide. Respect for life attitudes were more positive among subjects who received an other-oriented message than among those who received a self-oriented message. Among the individual characteristics variables, the level of cognitive emotion regulation showed a significant impact on attitudes to respect for life and on attitudes to suicide.

The Impact of Emotional Appeals in Fair Trade Apparel Advertisements - The Interaction Effect of Advertising Channel and the Mediation Effect of PCE - (공정무역 의류 광고에서 정서 소구의 효과 - 광고채널의 조절효과와 PCE의 매개효과 분석 -)

  • Lee, Joeun;Lee, Yuri
    • Journal of the Korean Society of Costume
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    • v.66 no.5
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    • pp.49-65
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    • 2016
  • This study investigated the effect of emotional appeals on consumers' attitude towards fair trade apparel advertisements, and their intention to purchase those fair trade apparels. The interaction effect of the advertising channel and the mediation effect of perceived consumer effectiveness(PCE) were examined. Four stimuli were manipulated using two types of emotions(positive/negative) and two types of advertising channels(magazine/SNS) were used to analyze consumers' reaction. The results demonstrated the significant differences in attitude towards ads and purchase intention according to the types of emotional appeals used in fair trade apparel ads. However, the interaction effect between the types of emotion and advertising channels was not identified. The results of mediation analysis showed that positive emotion influenced purchase intention directly without forming a favorable attitude towards the ads, whereas negative emotion had no significant influence on attitude towards the ads and purchase intention. The results also identified that PCE mediated between emotion elicited by ads and purchase intention. This study suggests that delivering images and messages that creates positive emotion should be considered when fair trade ads are produced. In addition, fair trade ads need to be devised to enhance PCE by emphasizing that ethical choices of individual consumers can change the working environment of manufacturing countries.

A study on the element of appeal and aspect of Korean advertisement -focusing on cellula phone′s advertisement in the newspaper- (한국적 광고의 소구요소와 양상 연구 - 신문에 게재된 휴대폰 광고를 중심으로 -)

  • 김동운
    • Archives of design research
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    • v.15 no.4
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    • pp.201-214
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    • 2002
  • The discussions on Korean advertisement have been continued since 1980's. Comparing with other fields, years of research had not bear as fruitful achievements as we expected. The present situation where korean own culture has been disappearing day by day, this thesis will have significant meaning by investigating Korean culture and advertisement reflecting its culture. This thesis put emphasis on consumers who have been neglected by discussions. So I intended to study the expression of Korean advertisement and their attitudes focused on celluar phone. To investigate their attitudes, I first settled the concept of Korean Advertisement, then posed questions for identifying a shift in their altitudes. As a result of posing questions, I can see that they take friendly attitudes toward Korean advertisement regardless of their ages. And the younger they are, the less they are friendly with advertisement. The element of appeal was differentiated between ages and appeal by korean own sentiment is more effective. I think this outcome verifies the necessity to have concerns on Korean advertisement and make distinct advertisement strategy keeping step with advertisement targets.

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Study of the Effects of Photo&Video appeals on the Military PR: Focusing on the Effects of Humor Video according to Audience's Involvement (군(軍) 사진영상 홍보콘텐츠의 소구유형 효과 연구: '고관여·저관여' 집단의 유머영상에 대한 반응을 중심으로)

  • Kim, jong-hyun;Kim, jin-su;Lee, sang-eun;Yang, jong-hoon
    • Proceedings of the Korea Contents Association Conference
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    • pp.415-416
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    • 2018
  • 육군은 국민들이 육군의 정책을 흥미 있으면서도 쉽게 이해할 수 있도록 유머 기법을 적용한 사진영상 홍보콘텐츠를 온라인 홍보에 적극 활용하고 있다. 본 연구에서는 유머가 육군에 관한 메시지 전달 기법으로 유용한지를 정교화 가능성 모델을 바탕으로 고 저유머 홍보 동영상을 고 저관여 집단에게 보여준 후 인지 정서적 요소(주의-기분-신뢰)와 태도에 어떻게 영향을 미치는지 살펴보았다. 그 결과 유머는 육군 홍보에 긍정적 요소로 작용하며, 주의와 기분 요소를 증가시키는데 기여하고, 이러한 주의와 기분 요소는 태도 형성에 상관관계가 있고 영향력이 높은 것으로 나타났다.

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A Study on the Impact of Consumption Value on Buying Behavior of Digital Convergence Product (컨버전스 제품의 소비가치 도출을 위한 탐색적 연구 - 로봇제품의 소비가치분석을 중심으로-)

  • Hur, Won-Moo;Kim, Jea-Yung;Park, Kyung-Do
    • Journal of Korea Technology Innovation Society
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    • v.10 no.3
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    • pp.458-485
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    • 2007
  • This study aims to examine the effects of consumption values on digital convergence products buying behavior. Especially, this study examines the nature of consumption values that differentiate incremental innovation products from radical innovation product. We first categorize the convergence products into incremental innovation products and radical innovation products based on the degree of innovation, and then study the differences of consumption values of each product group. The empirical research is conducted on the premise that the consumer's value can play an important role in the process of selecting convergence product types. Although some factors related to function value has been accounted much of, various consumer values have not been studied in the context of convergence product consumption behavior. This research assumes that consumer choice behavior is a function of multiple consumption values such as functional value, social value, emotional value, and epistemic value. The result shows that consumption values of digital convergence products are made up of 4 consumption values-emotional, epistemic, social and functional values. Also, these consumption values affect the purchase intention of consumers. Purchase intention of radical innovation convergence products is affected by emotional value, epistemic value, and functional values. Purchase intention of incremental innovation convergence products is affected only by functional value. Demographic variables such as sex, age and income don't have influence on purchase intention. Our findings suggest that choice behavior of digital convergence product is influenced by several consumption values. Managerially, our result emphasize that convergence products must satisfy the consumption values that consumers are seeking in order to be successful in the market. the theoretical and practical implications of these findings are discussed as well.

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A Study on the Relation between Culture and the Use of a Refrigerator -with Emphasis on the Differences between Korean and USA User Experience of a Refrigerator- (문화적 차이가 냉장고 사용행태에 미치는 영향에 관한 연구 - 한국과 미국의 냉장고 사용 행태 비교 관찰을 중심으로 -)

  • Cho, Yun-Jin;Kim, Jung-Ha
    • 한국HCI학회:학술대회논문집
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    • pp.795-802
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    • 2006
  • 현대의 소비자는 더 이상 단순히 감성적 소구에 의해서나 기술적 기능을 제공하는 것으로 제품을 구매하지 않는다. 제품의 결정은 사용자와 제품 간의 상호작용에 따른 정서, 인지, 행위 등에 의한 총체적인 경험에 의한 것이며, 그러한 소비자들의 경험은 지리적, 역사적 전통으로 고착된 문화적 특성이 제품을 통한 사용자 경험의 기저에서 작용함으로써 문화권 별, 국가 별로 각기 다르게 구성된다. 특별히 음식 문화는 어느 나라이든 자연 조건의 영향과 함께 오랜 역사 속에서 형성되었기 때문에 독특하고 다양한 문화적 차이를 지니고 있으며 이러한 문화적 차이는 냉장고 사용에 있어서 다양한 사용행태를 구분 짓는다. 따라서 본 연구를 통해 식품 종류에 의한 영향뿐 아니라 내부 공간 활용의 패턴, 냉장고 환경 설정에 대한 능동적인 태도, 냉장고에서 제공하는 파티션이나 옵션에 대한 수용 정도, 식품의 정리 원칙에 대한 준수 정도 등에 따른 사용행태 간의 차이점을 발견하고, 차별적 사용행태의 기저에 존재하는 문화적 요인을 분석하여 문화적 차이가 사용자의 경험에 영향을 끼치게 됨으로 인하여 냉장고 디자인에 어떠한 변화를 초래하는지 그 연관성을 밝혀내고자 한다. 보다 실제적인 용도로 활용 가능하도록 냉장고 제작의 상업적인 측면을 고려하여 냉장고 내상의 레이아웃에 중점을 두어 본 연구를 진행하였다. 본 연구는 설문과 현장 관찰을 통해 정량적 관찰을 중심으로 분석하였다. 두 국가의 문화 비교를 위한 설문은 이미 여러 연구자료에 의해 검증된 Trompenaars의 문화 변수를 바탕으로 제작 하였다. 또한 정량적 연구에서 발견될 수 없는 문화권 별 여러 특징들에 대한 데이터를 구체적으로 수집하기 위하여 정성적인 연구 방식의 일환으로 실제 관찰 및 사용자 인터뷰를 실시하였으며, 이를 통하여 현상의 원인 및 사용자의 의도를 파악하도록 연구를 진행하였다.

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A Critical Approach to Thriller Films as Male-centric Narratives : Focusing on & (스릴러 영화의 남성 중심적 서사에 대한 비평적 접근 : <아저씨>와 <악마를 보았다>를 중심으로)

  • Hwang, Hye-Jin
    • Cartoon and Animation Studies
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    • pp.65-80
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    • 2011
  • The purpose of this study is to analyze & through the hypothesis which thriller films based their narratives on the specific characteristics of Koeran society have became mainstream genre in recent Korean film industry. In the viewpoint that popular films and discourses provide the imaginary form of solving problems which threatens the maintenance of status quo in real world. & intend to disclose the identities of antagonist who condense the contradiction of Korean Society and then represent protagonist's practices to integrate disruptions from that contradictions through being a revenger. In the process of reading texts, the fact that there are some crisis in Korean Society not only public realm but also private realm and male-subjects as protagonists struggle for protecting private realm has revealed. But each film appeals to the public using two different narrative strategies. has got popularity by making a fantasy which male-subject success to rebuild the family and punish antagonist severely. In the meantime the protagonist of cannot believe his victory, this kinds of anxiety might come from the traces of antagonist as reflects so many contradictions of Korean Society. At this point, we can expect there will be something new which retrospect our own history and gaze reality itself without ideologically given complex in Korean films in the near future.

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Risk Factor Analysis for Operative Death and Brain Injury after Surgery of Stanford Type A Aortic Dissection (스탠포드 A형 대동맥 박리증 수술 후 수술 사망과 뇌손상의 위험인자 분석)

  • Kim Jae-Hyun;Oh Sam-Sae;Lee Chang-Ha;Baek Man-Jong;Hwang Seong-Wook;Lee Cheul;Lim Hong-Gook;Na Chan-Young
    • Journal of Chest Surgery
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    • v.39 no.4
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    • pp.289-297
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    • 2006
  • Background: Surgery for Stanford type A aortic dissection shows a high operative mortality rate and frequent postoperative brain injury. This study was designed to find out the risk factors leading to operative mortality and brain injury after surgical repair in patients with type A aortic dissection. Material and Method: One hundred and eleven patients with type A aortic dissection who underwent surgical repair between February, 1995 and January 2005 were reviewed retrospectively. There were 99 acute dissections and 12 chronic dissections. Univariate and multivariate analysis were performed to identify risk factors of operative mortality and brain injury. Resuit: Hospital mortality occurred in 6 patients (5.4%). Permanent neurologic deficit occurred in 8 patients (7.2%) and transient neurologic deficit in 4 (3.6%). Overall 1, 5, 7 year survival rate was 94.4, 86.3, and 81.5%, respectively. Univariate analysis revealed 4 risk factors to be statistically significant as predictors of mortality: previous chronic type III dissection, emergency operation, intimal tear in aortic arch, and deep hypothemic circulatory arrest (DHCA) for more than 45 minutes. Multivariate analysis revealed previous chronic type III aortic dissection (odds ratio (OR) 52.2), and DHCA for more than 45 minutes (OR 12.0) as risk factors of operative mortality. Pathological obesity (OR 12.9) and total arch replacement (OR 8.5) were statistically significant risk factors of brain injury in multivariate analysis. Conclusion: The result of surgical repair for Stanford type A aortic dissection was good when we took into account the mortality rate, the incidence of neurologic injury, and the long-term survival rate. Surgery of type A aortic dissection in patients with a history of chronic type III dissection may increase the risk of operative mortality. Special care should be taken and efforts to reduce the hypothermic circulatory arrest time should alway: be kept in mind. Surgeons who are planning to operate on patients with pathological obesity, or total arch replacement should be seriously consider for there is a higher risk of brain injury.