This research aims at analyzing the emotional image of home appliances applying Korean image. For this analysis, we figured out the relation between consumers` awareness concerning Korean image and brand attitude and brand identity, and the result of analysis is as follows. First, the image associated with Korea was the strongest in classical image, and regarding home appliances applying Korean image the awareness level to have reliance and gorgeous and gracious image was a little high. Second, as the result of the analysis on Korean image as to LG electronic products, gorgeous image was surveyed the highest. The improvement level of brand awareness owing to Korean image of LG electronic products appeared a normal level, and when the Korean image of LG electronic products coincides with brand name, it was of opinion that the awareness and reliability as to the brand were improved. Third, as the result of analysis on Korean image as to Samsung Electronics, gracious image and gorgeous image were surveyed the highest. The improvement level of brand awareness owing to Korean image of Samsung Electronics appeared normal level, as the brand name coincides owing to Korean image, the awareness and reliability of brand were surveyed high. Fourth, as the result of grasping the difference of Korean image between LG Electronics and Samsung Electronics, in the improvement level of brand reliability owing to Korean image, LG Electronics appeared higher than Samsung Electronics.

keyword : 한국적이미지, 가전제품, 전통문양, Korean image, home appliances, traditional pattern

This study aims to provide useful data in developing upper body patterns for women who have a unusual body type where their bust circumferences are larger than their chest circumferences by 5cm or more. For this, three female subjects whose bust-chest differences are 5, 7 and 8 centimeters respectively were selected. As well as the change in the shapes of prototype upper bodies according to the increase of the amount of darts: 2.5cm, 5cm, 7cm, and 8cm. First, in the case of a 6-cm difference in bust-chest size, it looked most comfortable when the amount of darts is applied with 5cm. Second, for the subjects who have 7 and 8 cm gap between bust and chest circumferences, it looked most comfortable and nice when the difference is adjusted by 5cm and the shortfall is covered within front shell and the amount of darts: In the case of a 7cm difference, the shortfall of 2cm is covered at front shell by 1 cm and in the amount of darts by 1cm. In the case of a 8cm difference, the shortfall of 3cm is covered at the front shell by 1.5cm and in the amount of darts by 1.5cm. The findings of the study indicated that the uniformly applied amount of darts by 2 to 2.5cm cause the failure of upper front body modeling and lower the fit of clothing. When the amount of darts were adjusted according to the bust-chest difference, the fit was perfect and comfortable. Three final upper body patterns for each subject shares identical rear shells for standard body type, though the front shells hold different length and width according to each subject`s insufficient amount of darts.

keyword : 젖가슴 둘레, 가슴둘레, 다트량, Bust circumference, chest circumference, amount of dart

The purpose of this study is to establish initial data for developing a well-fitted pattern by categorizing and analyzing body types based on 3D body scanning data of women in their 30s. The results are as follows: First, according to analysis and comparison of 3D measurements from the 5th (2004) and 6th (2010) Human body measurement investigation conducted by Size Korea, the vertical lengths taken in 2010, which indicate the height measurements of body, was much higher than that of in 2004, and the values related to body volume and degree of obesity such as width, thickness and circumference showed lower values in 2010, compared to the measurements taken in 2004. Second, analysis by age group based on 3D measurements from the 6th investigation presented that women in their early 30s have the highest values in height and length measurements, and their width, thickness and circumference measurements continue to increase as they get closer to their late 30s. Third, according to the results of the factor analysis, there are five body factors: Factor 1, the `body volume and horizontal measurement`; Factor 2, the `vertical torso length`; Factor 3, the `size of shoulder`; Factor 4, the `upper body length`; Factor 5, the `hip length`. Fourth, the results of the cluster analysis showed that there are three distinctive body types. The largest number of the study subjects was related to Type 2 (43.20%), followed by Type 1 (25.84%) and Type 3 (20.80%), respectively. For distribution of age groups by body type, Type 1 was most common among the early 30s and Type 2 was evenly distributed across all 30s, while Type 3 appeared most frequently among the late 30s. Therefore, body measurements should be divided into early, middle and late 30s in accordance with changes in their bodies and reflected in making patterns.

keyword : 30대 여성, 체간부, 체형, 3D 측정치, Women in their 30s, 3D measurements

With regard to color expression of the Korean Traditional Costume, to seek the color system capable to express more accurate and detail of color, in this article the scope of color of NCS and Munsell standard color systems were verified and proposed standard color space suitable to color characteristics and color system fit its character and color communication. Being contents and methods of the study, in order to collect the colors of Korean Traditional Costume, photos from major cultural heritages of traditional arts sector indicate well the life of Korean traditional society were extracted and measured the colors of Costume by NCS and Munsell color systems, and CIE L^*a^*b^* Table Color Space transferred from those were to be expressed by Color Space using Color 3D Program, and compared maximum value and minimum value of L^*, a^*, b^* absolute value. The result of the study indicated the characteristics of Five-elements Color of Korean Traditional Costume the same as it is. So to speak achromatic color takes the form to be distributed to both poles being Value-axis positioned in the center, and being distributed high chroma Y, R, B colors by color-axis oriented distribution, being biased B to R direction in NCS, and to pb direction in Munsell. Compare to NCS Color System, the Munsell Color System distributes more widely purple color region, thus provides color space that can express more detail the purple color that corresponds to blue color of Five-elements Color. It was verified as being an easy system in structuring standardized traditional color data-base that can be applied easily to modern sensitivities.

keyword : 색채전달, 전통색채, 표준색채공간, color communication, traditional color, standard color system

With the advancement of technology and change of consumers, we have encountered combination customer services with technologies. Location Based Service(LBS) currently conveys a high level of values to users as a core platform of smartphone, and provides various services meeting their needs by interconnecting with other killer Apps., such as social network service, augmented reality, games, etc. Paying attention to Location Based Social Network Service(LBSNS) combining location-based service with social network service, this study analyzed service contents and features as well as marketing platform and marketing examples, focusing on Foursqure, I`MIN, and SeeOn which are the exemplary LBSNS of Korea. The result showed that in Korea `I`MIN Biz`, which is a marketing platform of I`MIN, has affiliations with ABC Mart, Paris Baguette, LG bestshop and Jongro-gu Office and SeeOn Shop has been continuously promoting marketing through affiliations with famous franchise stores, such as Mister Donut, Burger Hunter, Oden Sake. In addition, SeeOn promoted location-based mobile marketing, together with Caffebene, for the first time in Korea, and increased the number of check-in through location-based mobile marketing with Hollys Coffee, Burgerking, Mr.Pizza, Bennigans, etc, which indicated that there was the effect of promoting its brand and store. As such, this study found that Location Based Social Network Service(LBSNS) has a capability to convey a high level of values to users and satisfy their needs in all scopes ranging from social network to entertainment, and has marketing effect.

keyword : 위치기반 서비스(LBS), 위치기반 SNS(LBSNS), 모바일 마케팅, Location Based Service, Location Based Social Network Service, Mobile Marketing

The purposes of this study were to investigate the effects of the congruence between self image and brand image on brand attitudes for high and low priced jean brands. The final subjects of the study were 297 female consumers in early 20s to early 30s. Statistical analysis used for the study were reliability analysis, frequency analysis, factor analysis, t-test, and regression analysis. The research findings of this study can be summarized as follows. In case of the high priced brand, the congruence between actual self image and brand image had no meaningful impact on brand attitude while the congruence between ideal self image and brand image had a positive impact on brand attitude. `Luxurious & sophisticated` and `characterful & attractive` images had significant effects on brand attitude. On the other hand, in case of the low priced brand, the congruence between actual self image and brand image had a positive effect on brand attitude as well as did the congruence between ideal self-image and brand image. `Luxurious & sophisticated` and `friendly & reliable` image congruences positively influenced brand attitude. There was also the significant effect of brand attitude on purchase intention of both high priced and low-priced jeans. Based on the results of this study, companies are able to establish marketing strategies regarding consumer`s actual/ideal self image congruence depending on the brand`s price level.

keyword : 자기이미지, 자기 이미지와 브랜드 이미지 일치, 브랜드 태도, Self image, congruity of self image and brand image, brand attitude

In human history garlic has been believed having a number of beneficial effects on human body. In 2002, Time selected garlic as the 10 healthiest foods in the world and National Cancer Institute announced garlic has the outstanding anti-carcinogenic effect among about 40 cancer treatment foods human consume. Despite Korea is the one of leading countries in the amount of garlic consumption around the world, commodification of garlic is still staying in the level of undeveloped. Now days, the consumption of processed food is swelling and society has an increasing concern of health. To meet the demand of these trends, main garlic producers should spur manufacturing of processed garlic food that is able to produce and sell all year around. Also, by being connected to tourism, it will bring many favourable effects directly to the local society; finding source of profit for the farming and fishing community, wealthy community building, and regional industry economic revival. In this study, we have done a detailed analysis on the package design of processed garlic product manufactured from local producers by comparing with equivalent of Aomori-hyun, Japan. The purpose of this comparative analysis is to identify the problems and propose the way to improve for enhancing the competitiveness of the package design in the market. Further, we seek the way to develop the local specialty associated with tourism for reviving the local economy.

keyword : 지방 특산품, 마늘가공식품, 패키지 디자인, Local specialty, Garlic processed food, Package design

In recent years, mobile shopping is expected to have a great development based on ever wider use of smart-phones, active mobile internet service and direct card payment features. The specific purposes of the study are to categorize consumers into groups based on their fashion involvement and internet shopping familiarity, to find out differences among the groups in terms of benefits in mobiles shopping, perceived risks and purchase intention. The study also investigated the effects of benefits sought and perceived risks on the purchase intention in each group. Statistical analysis showed that consumers are categorized into 4 groups according to fashion involvement and internet shopping familiarity. Each group is characterized by `pursuing pleasure in fashion group`, `uncertainty in clothing selection/unfamiliarity with internet group`, `pursuing symbolism in fashion/familiarity with the internet group`, and `indifference group.` In regard to the differences among groups, significant differences exist in accessibility, convenience and efficiency of benefits sought, and mobile using risk of perceived risk. The study also shows that there are effects of benefits sought and perceived risks on purchase intention of each consumer segment.

keyword : 모바일 패션 쇼핑, 모바일 추구혜택, 모바일 위험지각, 패션관여, 인터넷 쇼핑 친숙도, 구매의도, Mobile fashion shopping, benefits in mobile shopping, perceived risks, fashion involvement, Internet shopping familiarity, purchase intention

Lately, it is being observed that customers in Korea tend to prefer much of mental, psychological satisfaction than functions or performances of a product. In consideration of the fact, the study aims to understand how emotional quotient of beauty shop-goers affect emotional service awareness and customer satisfaction in each category of emotions. The research interests are presented as follows. First, demographic characteristics of the research targets are examined. Second, particularities found when the research targets use beauty shops are gained. Third, how the emotional quotient of consumers affects the emotional service in each category of emotions is discussed. Fourth, The study looks into effects of the consumers` emotional quotient on the customer satisfaction while it examines how the consumers` emotional service awareness in each emotional category influences the customer satisfaction. Research data was processed for statistics by SPSS 16.0. Data analysis was applied in order in consideration of the research interests and frequency analysis, reliability analysis and multiple regression analysis were used. The results of the study are provided as follows. According to the results of how the consumers` emotional quotient affects the emotional service and customer satisfaction in each emotional category, among the consumers` emotional quotient, tactile service was observed to have the greatest importance with a ratio of 32.1%. It was also learned that the tactile service would cause the highest customer satisfaction. Next, effects of the emotional service in each emotional service by the beauty shops on the customer satisfaction were examined. The results reported that, among the emotional service in each emotional category provided by the beauty shops, the customer satisfaction would be explained by the tactile service, the auditory service and the olfactory service by 58.5% except from other visual service and gustatory service. The study reviewed references related to the emotional service to see what factors of the emotional service would have an influence on the customer satisfaction. Now, it is expected that the study can provide the beauty shops with practical emotional marketing strategies so that the shops properly cope with psychology of the customers which would, in return, lead to the customers` re-visitation to the beauty shops.

keyword : 감성, 감성마케팅, 감성서비스, emotion, emtional marketing, emotional service

As we know advertising medium is very popular in advertising communication especially the image of the visual . substantial sympathetic eyes of the window stool to have a communication a visual medium also one of the symbols of the images. Subject to these eyes, symbolic image increasingly diversified and associated with the eye glasses meanwhile the company`s logo in the visual arts is provide a visual douse sceness tiller main floor poster advertising in the eyes of the designers taking a fairly large image of representation. Symbol image of the poster design is one of the eyes culture form philosophy and we look in the representation of the poster deliver persuasive. Several sensibility using posters eye has special symbolic means of eyes the form of the implicitly also vary depending on the glance artistic expression and effective messages. According that has been posted on the other hand the eye image implies of representation techniques and symbolic means that somewhat limited for the reason express application situation and the image of the eye on a new thing domestic poster for situation awareness provide direction to the future development of the eye image representation based on if it helpful or not. Body language attract to captivate the attention for brief moment as important medium of advertising posters in depth research.

keyword : 제스처, 상징성, 일러스트레이션 표현기법, gesture, symbolism, illustration expressive technique