조선시대 연변봉수(沿邊烽燧)의 배치형식 및 연대(煙臺)에 관한 연구

이철영,윤재웅,Lee, Chul-Young,Yoon, Jae-Woong 한국건축역사학회 2006 건축역사연구 Vol.15 No.5

Signal fire was a communication system which deliver urgent news by smoke and light. It informed the condition of the border to the central government and the military base rapidly. This research was to analyze the border signal-fire which is the main facility of military protective duty for safety of sea side in chosun dynasty. The results of this research were described separately as follows. 1. The border signal-fire has three types of facility layout, The majority was one-site, near two-site, separate type. The majority was near two-site type. 2. Plan configuration of signal-fire stand which is separated with circle, oval, round-rectangular and rectangular type roughly was constructed with circle type generally. Four types of signal-fire stand was observed in southern and western sea side impartially. However, in eastern side, circle type of signal-fire stand was mainly found. Therefore, regional characteristics could be considered partially. 3. The height of signal-fire stand was about 8~10m. The diameter of combustion chamber on the signal-fire stand was 2~3m in circle type, and the dimension of rectangular type was about $1.9{\times}1.9{\sim}3.2{\times}3.0m$. 4. Building base that protect ground moisture and infilteration of rainfall was found in 10 border singal-fire, the height of it was about 0.3m~2.5m.

수복재료에 대합되는 의치용 레진치의 마모저항성 비교

이철영,정문규,Lee, Chul-Young,Chung, Moon-Kyu 대한치과보철학회 1999 대한치과보철학회지 Vol.37 No.3

The aim of this study was to compare wear resistance of resin denture teeth opposing various restorative materials. The wear resistance of conventional acrylic resin teeth(Trubyte Biotone) and three high-strength resin teeth(Bioform IPN, Endura, SR-Orthosit-PE) opposing different restorative materials(gold alloys, dental porcelain, composite resin) was compared. Wear tests were conducted with a sliding-induced wear testing apparatus which applied 100,000 strokes to the specimen in a mesio-distal direction under conditions of 100 stroke/min and constant loading of 1Kgf/tooth. Wear resistance of the resin denture teeth was evaluated by the following criteria : 1) wear depth, 2) weight loss, and 3) SEM observation. Results were as follows. 1. When opposed to gold alloys and composite resin, high-strength resin teeth showed superior wear resistance compared to acrylic resin teeth. But, in cases opposing dental porcelain, differences between the wear of the high-strength and acrylic resin teeth were not statistically significant (p<0.05). 2. When comparing wear resistance among high-strength resin teeth, opposing gold alloys, Endura was slightly more resistant and while in cases opposing dental porcelain, SR-Orthosit-PE was showed to be slightly resistant(p<0.05). 3. The wear of high-strength resin teeth was greater by 5 to 7 times when opposing porcelain and 2 to 3 times when opposing composite resin compared to gold alloys(p<0.05). 4. SEM observations of the wear surface showed that wear of resin teeth opposing gold alloys is a fatigue type of wear and wear of resin teeth opposing dental porcelain is fatigue and abrasion type of wear. Trubyte Biotone showed more severe fatigue type of wear than high-strength resin teeth. In conclusion, the use of dental porcelain should seriously be considered as restorative material in cases opposing resin denture teeth and improvement seems to be needed on resin teeth in the areas of wear resistance.

조선시대 봉수군의 주거에 관한 연구 - 경상도 지방을 중심으로 -

이철영,윤재웅,Lee Chul-Young,Yoon Jae-Woong 한국주거학회 2005 한국주거학회 논문집 Vol.16 No.6

To design common facilities that support residents' leisure activities is one of the comtemporary issues in Korea. People became interested in the leisure facilities in near-home environments. This trend encouraged this research study. The objectives of this study are: to analyze the current status and characteristics of leisure facilities in apartment communities, to examine the correlations among leisure facilities, and to suggest design considerations for Korean multi-family housing communities. Subject communities are located in the five metropolitan areas in the United States. The 460 apartment communities were randomly selected after a thorough review of a website for apartment finders. Among them, the 126 communities were selected for the analysis. Primary findings are as follows: (1) A total of 30 facilities were identified as the creational facilities in apartment properties. (2) Some leisure facilities were correlated with the other facilities, based on the Pearson's correlation analysis.(3) In addition to the facilities, some apartment communities provide leisure programs for their residents. These results suggest that architectural interventions and maintenance services as well should be considered in order to lead diverse leisure activities for residents.

조선시대 동해안지역 연변봉수에 관한 연구

이철영,김성철,Lee, Chul-Young,Kim, Seong-Chul 한국건축역사학회 2008 건축역사연구 Vol.17 No.2

This research was to analyze the border signal-fire which is the main facility of military protective duty for safety of sea side in chosun dynasty. The results of this research were described separately as follows. 1. Five types of site plan of signal-fire were observed, which is circle, half-circle, oval, round-rectangular. The majorities were circle type in eastern area. 2. Plan configuration of signal-fire stand which is separated with circle, rectangular type roughly was constructed with circle type generally. The height of signal-fire stand was about $2{\sim}3m$. The diameter of signal-fire stand was $8{\sim}10m$. Building base that protect ground moisture and infilteration of rainfall was found in 9 border singal-fire, the height of it was about $0.3m{\sim}2.5m$. 3. Trench was mainly circle type and average width was $3{\sim}4m$. However the depth was almost observed as 1m, originally, it was estimated it has more depth. 4. The height of protective wall remained until present was about 1m, the depth was about average 2.5m. 5. The storage of border signal-fire has rectangular dimension, several types of $1.8{\times}1.2m{\sim}5.7{\times}4.4m$, square(間) of $1{\times}1{\sim}2{\times}1$. The building material was stone and located below or near the signal-fire stand.

Insulin-like Growth Factor Systems의 생식기능에서의 역할;자궁편

이철영,Lee, Chul-Young 대한생식의학회 1996 Clinical and Experimental Reproductive Medicine Vol.23 No.3

It has been known for a long time that gonadotropins and steroid hormones play a pivotal role in a series of reproductive biological phenomena including the maturation of ovarian follicles and oocytes, ovulation and implantation, maintenance of pregnancy and fetal growth & development, parturition and mammary development and lactation. Recent investigations, however, have elucidated that in addition to these classic hormones, multiple growth factors also are involved in these phenomena. Most growth factors in reproductive organs mediate the actions of gonadotropins and steroid hormones or synergize with them in an autocrine/paracrine manner. The insulin-like growth factor(IGF) system, which is one of the most actively investigated areas lately in the reproductive organs, has been found to have important roles in a wide gamut of reproductive phenomena. In the present communication, published literature pertaining to the intrauterine IGF system will be reviewed preceded by general information of the IGF system. The IGF family comprises of IGF-I & IGF-II ligands, two types of IGF receptors and six classes of IGF-binding proteins(IGFBPs) that are known to date. IGF-I and IGF-II peptides, which are structurally homologous to proinsulin, possess the insulin-like activity including the stimulatory effect of glucose and amino acid transport. Besides, IGFs as mitogens stimulate cell division, and also play a role in cellular differentiation and functions in a variety of cell lines. IGFs are expressed mainly in the liver and messenchymal cells, and act on almost all types of tissues in an autocrine/paracrine as well as endocrine mode. There are two types of IGF receptors. Type I IGF receptors, which are tyrosine kinase receptors having high-affinity for IGF-I and IGF-II, mediate almost all the IGF actions that are described above. Type II IGF receptors or IGF-II/mannose-6-phosphate receptors have two distinct binding sites; the IGF-II binding site exhibits a high affinity only for IGF-II. The principal role of the type II IGF receptor is to destroy IGF-II by targeting the ligand to the lysosome. IGFs in biological fluids are mostly bound to IGFBP. IGFBPs, in general, are IGF storage/carrier proteins or modulators of IGF actions; however, as for distinct roles for individual IGFBPs, only limited information is available. IGFBPs inhibit IGF actions under most in vitro situations, seemingly because affinities of IGFBPs for IGFs are greater than those of IGF receptors. How IGF is released from IGFBP to reach IGF receptors is not known; however, various IGFBP protease activities that are present in blood and interstitial fluids are believed to play an important role in the process of IGF release from the IGFBP. According to latest reports, there is evidence that under certain in vitro circumstances, IGFBP-1, -3, -5 have their own biological activities independent of the IGF. This may add another dimension of complexity of the already complicated IGF system. Messenger ribonucleic acids and proteins of the IGF family members are expressed in the uterine tissue and conceptus of the primates, rodents and farm animals to play important roles in growth and development of the uterus and fetus. Expression of the uterine IGF system is regulated by gonadal hormones and local regulatory substances with temporal and spatial specificities. Locally expressed IGFs and IGFBPs act on the uterine tissue in an autocrine/paracrine manner, or are secreted into the uterine lumen to participate in conceptus growth and development. Conceptus also expresses the IGF system beginning from the peri-implantation period. When an IGF family member is expressed in the conceptus, however, is determined by the presence or absence of maternally inherited mRNAs, genetic programming of the conceptus itself and an interaction with the maternal tissue. The site of IGF action also follows temporal (physiological status) and spatial specificities. These facts that expression of the 여포와 난포의 성숙, 배란과 착상, 임신의 유지와 태아의 성장 발달, 분만 및 유선발육과 비유 등 일련의 생식현상에서 있어서 성선자극호르몬과 스테로이드 호르몬의 작용이 중추적인 역할을 한다는 사실은 오래 전부터 알려져왔다. 그러나 이러한 일련의 현상에 고전적인 호르몬 외에도 다수의 성장인자가 관여되고 있음이 최근의 연구 결과 밝혀지고 있다. 생식기관에서 성장인자들은 대부분 autocrine/paracrine mode로 작용하여, 성선자극호르몬과 스테로이드 호르몬의 작용을 매개하거나 이들 호르몬 등과 교호적인 작용(synergy)을 한다. 생식기관 내 insulin-like growth factor(IGF) system은 최근 가장 활발히 연구된 분야 중의 하나로 생식현상의 전반에 걸쳐 중요한 역할을 하고 있음이 밝혀졌다. 본 지면에서는 IGF system에 관한 개괄적인 정보를 소개하고 현재까지 보고된 intrauterine IGF system에 관한 연구를 요약하고자 한다. IGF family는 IGF-I과 IGF-II ligands, 두종류의 IGF receptors(수용체), 그리고 지금까지 발견된 6종류의 IGF-binding proteins(IGFBPs)로 이루어져 있다. IGF-I과 IGF-II는 proinsulin과 상동한 구조를 가진 peptide로서 포도당과 아미노산 운반을 자극하는 등 insulin과 유사한 작용을 한다. 이 외에도 IGFs는 세포분열촉진제(mitogens)로서 여러 형태의 세포에 걸쳐 세포증식을 자극하고, 세포의 분화(differentiation)과 세포기능의 발현에 관여한다. IGFs는 간과 주로 messenchymal cells에서 발현되어 endocrine mode는 물론 autocrine/paracrine mode로 거의 모든 조직에 작용한다. IGF 수용체는 두종류가 알려져 있는데 type I IGF receptor는 tyrosine kinase로서 IGF-I과 IGF-II에 공히 high-affinity를 나타내고, 상기한 대부분의 IGFs의 작용을 매개한다. Type II IGF receptor 혹은 IGF-II/mannose-6-phosphate receptor는 두개의 서로 다른 binding sites를 가지고 있는데 IGF-II binding site는 IGF-II에만 high-affinity를 나타낸다. Type II IGF receptor의 주요 역할은 IGF-II를 lysosomal targeting하여 ligand를 파괴하는데 있다. 체액 속의 IGFs는 대부분 IGFBP에 결합되어 있다. IGFBPs는 IGF의 저장/운반체 혹은 IGF 작용을 조절하는 역할을 하는 것으로 알려져 있으나 개개 IGFBP의 역할에 대해서는 지극히 제한된 정보만이 알려져 있다. IGFBPs의 IGF ligands에의 affinity는 IGF receptors의 IGFs에의 affinity보다 크기 때문에 대부분의 in vitro 상황 하에서 IGFBPs는 IGF 작용을 억제한다. IGFBP에 결합되어 있는 IGF가 어떤 기작에 의해 IGFBP로부터 분리되어 IGF receptor에 도달하는지는 알려지지 않고 있으나, 혈액과 조직액에 들어있는 불특정 IGFBP protease activity는 IGF의 방출과정에서 일역을 하는 것으로 믿어지고 있다. 최근 연구보고에 의하면 특정 in vitro 상황 하에서 IGFBP-1, -3, -5 등은 IGF와 무관한 작용도 있다는 증빙이 있어 IGF system의 또 다른 차원을 예고하고 있다. IGF family members의 mRNAs & proteins는 영장류, 설치류 및 가축의 자궁조직과 수태물(conceptus)에서 발현되어 자궁과 태아의 성장 발달에 중요한 역할을 한다. 자궁조직의 IGF system의 발현은 성선호르몬, 국소 생리조절인자 등에 의해 발현시기와 장소의 특이성이 결정되며, 발현된 IGFs와 IGFBPs는 autocrine/paracrine mode로 자궁조직에 작용하기도 하고, 자궁강에 분비되어 수태물의 성장 발달에 관여한다. 착상을 전후하여 수태물에서도 IGF system이 발현되는데 개개 IGF family member의 발현 시기는 모체로부터 유래된 mRNA의 유무, 수태물 자체의 genetic programming, 모체와의 상호작용 등에 의해 결정되고, IGF

교육에 있어서의 인간주의 탐색

이철영 ( Chuel Young Lee ) 한국윤리교육학회 2004 윤리교육연구 Vol.0 No.5

인간주의란 인간의 가치와 존엄성을 인식하고, 인간의 본질을 심층적 차원에서 이해하려는 것이다. 오늘의 학교교육에서 나타나는 비인간화 현상을 열거하자면 학교의 대형화와 학급의 과밀화로 학생과 교사의 관계를 사무적·도구적 관계로 전락시켰다. 다음으로는 학생은 시간표에 따라 반복적 수업만 강요당함으로서 학습자의 요구가 반영되기 어렵다는 것이다. 수업방법이 주입식 강의로 이루어지며, 학습자는 객체로 전락된다는 것이다. 학교사회의 획일화는 교사와 학생을 기계화시켜 그들을 학교조직으로부터 소외시킨다. 이러한 학교의 병리적 현상을 치유하는 방법은 교육의 인간화 방안에서 찾을 수 있다. This study contains the topics of Humanism in Education is to be recognized the value and dignity of human being and understood human nature at the level of deep structure. Today the inhuman phenomenon in school education is fallen from the practical and instrumental relationship between students and teachers by the large size of school and overpopulation. The teaching method is practiced by cramming system of education and the learner is fallen from the object. The uniform education alienates the mechanized teachers and students from school organization. The healing method of these pathological phenomena can be found in human educational program.

패키지디자인 조형요소의 변화가 소비자태도와 패키지이미지에 미치는 영향에 대한 실험적 연구

이철영 ( Lee Chull Young ),전윤희 ( Jun Yun Hee ) 한국디자인트렌드학회 2014 한국디자인포럼 Vol.42 No.-

본 연구에서는 소비자들의 제품 구매 시점에서 시각적으로 가장 강한 영향을 미치는 패키지에 대하여 리뉴얼 시 조형요소 변화에 대한 소비자 반응을 연구하고 각 조형요소 변화가 패키지 이미지에 미치는 영향을 실증적 조사 방법을 통해 연구하였다. 가상의 패키지 실험물을 제작하고, 디자인이 변화된 순서에 따라 5종류의 설문지로 작성한 후, 20, 30대의 수도권 거주 남녀 380여명을 대상으로 비확률적 표집방법을 사용하여 조사를 실시하였다. 연구결과 패키지 디자인 리뉴얼 조형요소별 변화 차이에 대한 소비자 반응은 모두 유의하였으나, 조형요소별 변화 차이를 인식하는 소비자의 민감도는 다른 것으로 밝혀졌다. 또한 조형요소별 변화가 패키지 이미지에 미치는 영향은 모두 유의한 수준이나, 개인의 제품 디자인 중요성 인식 정도와 연관되어 패키지 이미지에 미치는 상호작용 효과는 없는 것으로 나타났다. Given the importance of package as one of the most salient at the purchase point, there are relatively few empirical studies on the package design. When it comes to reviewing the product package, it has seldom been based on the rigorous market tests. Experimental evidences on what makes the consumers to respond favorably to a new package are still at large. This paper delves into the individual role of design element changes in package and their impact on the consumer`s attitudes towards the package image. And, their interactive effects are analysed in relation with perceived importance of product design in general. The research questions are based on the existing studies on the above mentioned two tasks. Over 380 consumers in their 20s and 30s in the greater Seoul area are surveyed. The results are as follows. First, the consumer`s sensitivity to package design changes is confirmed as it varies differently with an individual design element. The interactive effects, however, did not appear in the study. The results of the paper have practical implications for effective management of package design teams. We urge further studies in the line that would help to better our theoretical understanding of how we manage to create or renew package design effectively.

광고회사 기획과 제작부서 종사자들의 지능적 성향과 직무만족도의 관계에 대한 연구: 다중지능이론을 중심으로

이철영 ( Chull Young Lee ),김진희 ( Jin Hee Kim ) 한국커뮤니케이션학회 2021 커뮤니케이션학연구 Vol.29 No.1

크리에이티브 집단인 광고회사는 전통적인 지능검사 또는 학업 성취도나 적성평가를 통해 인력을 확보하고 관리해오고 있기 때문에 직무에 맞는 개인의 장점이나 역량을 파악하는데 있어 한계가 있다. 본 연구에서는 광고 기획자들과 제작자들의 다중지능 성향이 어떠한가를 확인하고 직능에 따라 다중지능 요인에 어떤 차이가 있는가를 확인하고자 하였다. 또한 직무적합도와 직무성과, 업무만족도 등에 영향을 미치는 다중지능 요인이 무엇인가를 확인해보고자 하였다. 연구결과, 광고 기획자들은 언어지능, 대인지능, 자기이해지능이 높고, 자연지능과 신체운동지능이 상대적으로 낮은 것으로 나타났으며, 광고 제작자들은 시공간지능, 언어지능, 대인지능, 자기이해지능이 높고 자연지능과 신체운동지능, 논리수학 지능이 상대적으로 낮은 것으로 나타났다. 광고 기획자들과 제작자들은 시공간지능, 대인지능, 자연지능에서 유의한 차이를 보였는데 이는 직무적인 특성과 관련한 성향들로 해석되었다. 대인지능은 기획자들이, 시공간지능과 자연지능은 제작자들이 높은 것으로 나타났다. 또한, 적성적합도와 직무성과인식 그리고 업무 만족도에 영향을 주는 다중지능성향 요인들이 직능별로 다른 부분들이 발견되었다. 본 연구는 광고회사의 기획 및 제작업무 종사자들의 다중지능 성향과 직능별 차이, 그리고 직무적합도, 직무성과인식, 업무만족도 등 종사자들의 근무만족도와 이직율과 중요한 관련이 있는 경영관리 요소들과의 관계를 분석함으로써 광고회사의 효율적인 인적자원관리를 위한 토대를 마련하고자 하였다. 본 연구는 상식적으로 판단하거나 평가하던 직능간 차이에 대한 인식을 다중지능이론의 관점에서 확인하였고 실증적 증거를 제시한 탐색적 연구로서 기본적인 연구의의를 가진다. 연구의 한계점을 향후 연구과제로서 지속적으로 검증해본다면 다른 학문 분야들에서 거둔 다중지능이론의 학술적 성과를 광고커뮤니케이션 산업에 대한 연구에서도 누릴 수 있을 것으로 조심스럽게 기대해본다. Advertising industry is perceived to be an industrial organization that aims to produce a creative communication planning and advertisements. Thus, advertising agencies ought to hire creative employees and to cultivate and train them in order for the company competency to meet the clients needs for successful brand communications. In doing so, ad agencies have to comprehend the individual employees’ competencies and traits as they manage the personnel to be deployed individually to the appropriate jobs. This paper purposed to find out how workers in different functions differ in terms of multiple intelligences and to delve into how they relate to job fitness perception, perceived job performance and job satisfaction. The differences in two functions, account executive and creative, are also analysed, The results are as follow. First, for the account executives, Logic-Mathematical, Interpersonal, Intrapersonal Intelligences are relatively higher than Naturalistic and Bodily-Kinesthetic Intelligences. As for the creative team workers, Visual-Spatial, Linguistic, Intrapersonal, Interpersonal Intelligences are relatively higher than Naturalistic, Bodily-Kinesthetic and Logic-Mathematical Intelligences. Secondly, the comparative analysis of the two job functions showed significant contrasts in terms of three intelligences of Visual-Spatial, Intrapersonal and Naturalistic Intelligences. Third, Interpersonal, Linguistic and Bodily-Kinesthetic Intelligences have positive relation to job-competence fitness, while Naturalistic Intelligence bears negative relation to it. Linguistic and Interpersonal Intelligences are positively related to job fitness. Naturalistic Intelligence relates to job fitness negatively. As for the creative workers, Intrapersonal and Visual-Spatial Intelligences are positively related to job-competence while Interpersonal and Intrapersonal Intelligences relate positively to job-fitness perceptions. Fourth, as for the relationship between job performance perception and the multiple intelligences, we found out significantly positive relations with Linguistic, Intrapersonal, Interpersonal and Logic-Mathematical Intelligences for account executives. While, creative workers relate it to Interpersonal Intelligence. Finally, as for the job satisfaction, Interpersonal and Intrapersonal Intelligences show positive relation to it while Visual-Spatial Intelligence has a negative relation. As for the creative workers Interpersonal Intelligence is found to be negatively related to job satisfaction. The results of study may be criticized for seemingly a little obvious and confusing as the study of its kind has never been dealt in the advertising literature. However, since the early 90s, Multiple Intelligence theory has long been applied to the other major disciplines such as education and psychology, and it produced very useful insights and implications for management, education and psychology fields. Advertising is a salient field of communications study. Cultivation of creativity and personnel management are so pivotal in advertising communication industry that application of multiple intelligence may further our understanding the particular communication industry and the people at work.

디자인 및 공학계열 대학생들의 다중지능 비교

이철영 ( Lee Chull Young ),김진희 ( Kim Jin Hee ) 한국기초조형학회 2019 한국기초조형학회 학술발표논문집 Vol.2019 No.1

저관여 제품의 친환경 소구에서 감성 이입형과 정보형 광고크리에이티브의 소비자 반응에 대한 실험적 연구

이철영(Lee, Chull Young),최헌(Choi, Hun),최승희(Choi, Seung Hee) 한국디지털디자인협의회 2015 디지털디자인학연구 Vol.15 No.2

본 연구는 저관여 제품의 친환경 광고소구 유형을 정보형과 감성이입형으로 구분하고, 여기에 비(非)친환경 광고를 실험조사에 추가하여 총 3개의 인쇄 실험광고를 제작, 각 광고크리에이티브 소구에 따라 소비자 반응이 어떻게 다른지 점검하였다. 기업의 친환경 마케팅 활동에서 친환경 주장유형을 소구한 그린광고에 대한 소비자 태도와 관련된 연구는 있지만, 친환경 주장 광고 크리에이티브가 비친환경 광고와 어떠한 차별적 효과를 유발하는 지를 점검하는 연구는 없으며, 이에 본 연구에서는 친환경 저관여 신제품 광고에 있어 크리에이티브 유형에 따른 소비자 태도가 어떻게 나타나는지를 점검하였다. 연구결과, 친환경 광고크리에이티브와 비친환경 크리에이티브 간에 응답자들의 반응이 통계적으로 뚜렷하게 유의한 차이를 보였다. 이러한 차이는 측정한 태도 변수들 모두에서 전반적으로 나타나고 있어 비친환경 광고 보다 친환경 광고에 소비자들이 더 호의적인 반응을 보이고 있음을 알 수 있었다. 그러나 친환경 광고크리에이티브 유형별 차이효과는 나타나지 않았다. 기업이 친환경 브랜드 개발과 신제품에 대한 마케팅 활동을 실시함에 있어 친환경 광고에 대한 소구 유형을 진정성을 가지고 적극적으로 사용한다면 더욱 효과적이라는 학술적 증거로서 본 연구의 의의를 가진다. This study is purposed to delve into the discriminating effects of three different types of green advertising on the consumer attitudes for a low involvement product. Informatonal, transformational and non-green ad creatives are tested in a between group experimental setting in order to verify the proposed research questions. Although there are quite a few of studies addressing the effects of different creative appeals of green advertising, it has seldom focused on a direct comparison between eco-friendly and non-green advertising creatives. The effects of two different creative appeals are additionally compared to see how the subjects respond differently. As results. it is found out that clear statistical differences exist between green and non-green ad creatives in favor of the eco-friendly green ad creative. This phenomena are the same across all four consumer attitude variables measured. The discriminating effects of the two green ad creatives did not occur, assumingly, due to the low involvement characteristics of the advertised product in the experiment. We would take these results as an additional research evidence that may help in convincing the marketing communication industry to make most of green advertising or marketing strategies and tactics.