The communication in the web-site has focused on the product`s function centered communication for selling devices in the meanwhile, but the communication is gradually shifting towards the user centered communication for making brand favorability high. For this reason, this study is for the user`s attitude according to the communication form for improving the preference in four world famous IT companies, Google, Samsung, Apple and LG etc. According to the result, there are differences of the communication between domestic and foreign companies basically and it shows the particular brand has the higher favorable attitude than other brands. The result shows that all of elements, web-awareness, web-emotional representation and web-royalty, are higher than others in case of Apple. Especially, the contextual representation in web-emotional representation is more important to make a favorable attitude than other elements. This study presented the direction of improvement of web-site`s communication form as the study on how the emotional communication form will affect the brand attitude.

keyword : 사용자중심 커뮤니케이션, 사용자 태도, 감성 웹커뮤니케이션, User centered communication, User attitude, Emotional web-communication

There is an old Korean adage saying What looks good tastes good. Among the five senses, which consist of vision, hearing, smell, taste, and touch, a vision plays the greatest role in affecting the taste. While many reasons are discussed about the relationship of food and visualization, the color arrangement between food and plates should never be ignored from the one of the important visual factors that stimulates one`s appetite. This research indicates this close relationship of food and plates in visualization, specifically, their color harmonization. The research only covers and is restricted to Korean food based on Korean traditional five-cardinal-colors. The arrangement of five-cardinal-colors which consists of blue, red, yellow, white, and black and its interrelationship with sensitivity factors is analyzed. In order to analyze the impact of Customer sensitivity on arrangement of colors, Charles Egerton Osgood`s SD method, which can estimate sensitivity, is used in this research. The color samples from Korean traditional five-cardinal-colors and taste adjective are collected, and then they are tested and analyzed. According to the tests and collected analysis, the conclusion is drawn to determine the close relationship of color arrangements of Korean traditional five-cardinal-colors and taste of food.

keyword : 미각, 오방색, 배색, 감성, Taste, the traditional five-cardinal-colors, arrangements of colors, sensitivity

Among the many channels of mass media, advertisement is obliviously affecting the public. In contemporary society, people are constantly exposed to countless product advertisements through various media. Companies are making their best effort to draw customers` attention, and empathic methodologies are becoming a mainstream of many. Sex appeal methodologies are mainly used among empathic ones, and even sex-neutral products are advertised using this particular method. Therefore, this research analyzes sex appeal advertisements and categorizes those advertisements by five types of Richmond & Hartman`s advertising appeals (functional, fantastic, inappropriate, symbolic, and gender-oriented). Moreover the study inquires the influence of sex appeal advertisement on customers` attitude toward advertisement, attitude toward the brand, and purchase intention.

keyword : Sex Appeal Advertisements, Richmond & Hartman`s Advertising Appeals, Consumers` Purchase Intention

Since consumers are seeking rather symbolic value than functional needs, the interest and recognition in cultural marketing using art for developing products is growing. Recently, Culduct is spotlighted as a creative and differentiated business strategy in which pop art was applied for fusion products with luxury items. However, the theory for strategic tool or analysis of effects was not yet investigated. The study on the transfer of metaphor and metaphor is not well known(Shelby D. Hunt, Anil Menon, 1995) or overlooked (Rentschler et al. 2012), while metaphor and storytelling in business increasingly emphasized, bound consumers as a creative and differentiated strategy (Rentschler et al, 2012; Hunt, Menon, 1995), and has been widely used (Aaker, 1997; Rentschler et al, 2012). In this paper, a convergence method between business and art will be presented by metaphor analysis from an artistic point of view. Representatively, the successful strategy tools of Swatch & Louis Vuitton will be presented by analyzing the metaphor and metaphor transmission strategy of pop arts.

keyword : 문화마케팅, 컬덕트, 팝아트 은유, Cultural Marketing, Culduct, PopArt Metaphor

This study aims to identify those influences; reveal the differences among academy types - franchises, vocational training institutions, and private academies; provide helpful information with beauty academy students when they choose a academy. The results are as follows; First, education and service options, which are among beauty academy selecting factors, had positive effects on educational satisfaction, which is included in student satisfaction. service options rather than education ones affected students` service satisfaction positively. Second, both education and service satisfaction exercised positive effects on reregistration intention and wom behavior. Regarding influences of student satisfaction on reregistration intention, there was relatively higher effects in service satisfaction, while education satisfaction affected relatively more considering wom behavior. Third, reregistration intention had a positive influence on wom behavior. Fourth, differences among academy types - franchises, vocational training institutions, and private academies - showed significant differences in all research variables considering beauty academy selecting factors, student satisfaction, reregistration intention, and wom behavior. In addition, private academy type had the most significant differences in all the variables.

keyword : 뷰티아카데미 선택요인, 수강생만족도, 재수강의도, 구전행동, Beauty Academy Selecting Factors, Student Satisfaction, Reregistration Intention, Wom Behavior

The purpose of this study is to define and classify the connection of sustainable design that is variously and widely discussed in a paradigm of sustainability, so that integrated understanding for the development of sustainable design is promoted. The concept of sustainable design, development, research and practice, the value of sustainable design and content discussed. And then, based on connectivity to classify sustainable design practices. Based on these documents, the criterion for the practice assessment of sustainable design is introduced to investigate the trend for sustainable design of fashion companies and brands. Research is mainly progressed by studying documents such as books, papers, news reports and articles, internet data, research reports from research institutions and companies. As a result of understanding, identifying the connectivity and classifying the contents and characteristics of sustainable design through concept and case study of sustainable design, sustainable design was divided into six sub-dimensions according to eco-friendliness, publicness, and economics. In addition, as a result of analyzing the practices for the sustainable design and sustainable marketing in the fashion market based on the rating scale assessing performance of sustainable design, the running direction and the extent to which each fashion companies and brands execute sustainability were found to be different depending on the company`s philosophy, brand concept, or business scale and distribution network.

keyword : 지속가능디자인, 패션마켓, 지속가능마케팅, Sustainable design, Fashion market, Sustainable marketing

Tourism-themed small local cities have explored their own cultural resources and developed diverse cultural products to establish and advertise their own local identity. Now, cultural products are a useful means to promote local economy by maximizing the strength of local cultural resources. In the modern times, people tend to see cultural values from both artistic and aesthetic aspects when they buy a product as well as the quality of the product. Therefore, this study attempted to develop pattern design which could be used as a cup pattern in ceramic ware using the handwriting of Nanseolheon Heo Cho-hui who was born in Gangneung considering local characteristics in which coffee-related culture is flourished including Gangneung Coffee Festival. For images to be used as patterns, Nanseolheon`s handwriting and Art Deco`s geometric patterns were mixed and designed in creative patterns. Then, they were applied to tea deigns to develop them into cultural products. Prior to this study, the pattern design in which Nanseolheon`s handwriting was used for textile design was studied. (Yang Soon-yeong, Im Hye-sook, 2013) In previous studies, pattern design was limited to textile design. Therefore, this study tried to develop new patterns which integrated local cultural factors and modern design after applying the developed pattern design to a cup. It appears that local culture-based pattern design would make Gangneung`s ceramic cultural products differ from those in other regions and make contribution to the development and spread of its own image as a unique local cultural product.

keyword : 커피잔 패턴디자인, 난설헌 친필서체, 아르데코 기하학적 문양, Coffee Cup Pattern Pattern Design, Nanseolheon`s Calligraphy, Art Deco`s Geometric Patterns

This study conducted basic research to explore a portfolio strategy of attributes and factors of beauty service quality from a customer`s angle using traditional IPA introduced by Martilla & James(1977) and modified IPA suggested by Vavra(1997) based on Kano(狩野 紀昭) The major results of analysis are as follows. First, for the analysis of beauty service quality attributes, beauty artists` kind/polite attitude and high-quality technique was located in Quadrant I, which could be interpreted as `keep up the good work` in the aspect of traditional IPA matrix and major attributes which influence satisfaction at beauty service quality when customers` demand is satisfied in the aspect of modified IPA matrix. A service charge was located in Quadrant II in the traditional IPA matrix, requiring to `concentrate here` but located in Quadrant I in the modified IPA matrix, indicating an important attribute which influences satisfaction at beauty service quality. The interior design of a beauty parlor was located in Quadrant IV in the traditional IPA matrix, representing `possible overkill` and located in Quadrant IV in the modified IPA matrix, indicating a basic element which can cause dissatisfaction when customers` demand is unsatisfied. Finally, convenient use of internal facilities and service benefits was located in Quadrant III in the traditional IPA matrix, representing `low priority` and located in Quadrant III in the modified IPA matrix, indicating a proportional element which positively influences general satisfaction at beauty service quality when customers` demand is satisfied. Second, in the analysis of modified IPA matrix on beauty service quality factors, process quality and environment quality was a performance element which was located in Quadrant I and III. In other words, it was a major factor which positively or negatively influences general satisfaction at beauty service quality when customers` demand is satisfied or unsatisfied. Process quality was found as a more important performance element. However, result quality was located in Quadrant II, indicating an attractive element which greatly contributes to satisfaction at beauty service quality when customers` demand is satisfied, although customers do not expect. Using IPA, this study was intended to provide basic information which can be helpful to establish a portfolio strategy that should have high priority in the distribution of limited marketing resources of the beauty service industry.

keyword : 미용서비스품질, IPA 분석, 과정품질, 결과품질, 환경품질, Beauty service quality, The analysis using IPA, Process quality, Outcome quality, Physical Environment quality

All female characters in animated films by Miyazaki Hayao, one of Japan`s greatest animation directors, would be represented in two aspects: the first one is the heroine as the female warrior who prevents disasters caused by weapons of war, an advance in science, and thoughtless exploitation of the earth. The other aspect is imaged in peculiarity of flexibility and rich sensitivity as they have warmness and strong ties to the surroundings, and demonstrate a strong wills to her purposes. However, these aspects are not appeared individually, but rather complex and integrated ways. It can be grasped in the relation between characteristics of the female figure immanent in the narrative and the visual text emerged in the external surface of film. The result of MBTI indicates types of female: the Judging type (Judgin-J) pronounces a strong wills, taking clear purpose and actions. The introversive type (Introversion-I) maintains a good interpersonal relationship with others carefully but has strong self-esteem. At the level of the index of thought and emotion, the feeling type (Feeling-F) is a warm and friendly one, and displays the tendency to devote and serve in the instinct of motherly love to surrounding people. The female image proved through ideology structured on the base of denotation and connotation of the female, works as the `the subject against the physical subject of mannish`, `women as problem solvers`, `women that symbolizes the nature` and `the subject in pursuit of motherly principle and feministic ideology.`

keyword : 미야자키 하야오, 의미생성, 이데올로기적 구조, Miyazaki Hayao, Signification, Structure ideological

This study focusing on the gender role imposed on females from the sociocultural point of view has been carried out to find out how to define a female`s role from the sociocultural aspect and how the role has been described centering on TV commercial cases. A traditional role in the category of gender role dominantly accounted for 76.1%, among which a beauty-oriented role made up 48.7%, followed by a role in the family. On the other hand, a non-traditional role was only 15.6%, where an ego-centered role turned out to be higher than a social one. In the female role image, `a young and beautiful female` came first, with `a female as a homemaker`, `a female pursuing external beauty`, `a female enjoying activities such as hobbies, leisure and sports`, and `a female as a mother` following in order. This result indicates that the image of a traditional female role is getting fixed distinctively, which also means a wide variety of a female`s roles appearing on TV commercials including the female`s ego-centered role and the role of enjoying hobbies, leisure activities and sports. From a female`s gender role point of view, our society requires women to have a traditional role (that is, a female pursuing beauty and taking care of the family at home), sending us a clear message that `a woman has to be beautiful`. In the face of rapid changes in the modern society and a variety of roles given to females, we can still see many traditional female roles in advertisements. This can be rendered in this way that the female gender role entrenched in our community puts more importance on a domestic role rather than a social one, while the role of a beautiful female is demanded more than an ego-centered role. In addition, the beauty-oriented role of women seems to be seen more often in TV commercials in the future, as a woman herself is envious of the image.

keyword : 여성, 성역할, 여성역할이미지, Female, Gender role, Female role image