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The Development and Influence of Seal Script of Han Dynasty Inscriptions
양산산 국제문화기술진흥원 2022 International Journal of Advanced Culture Technolo Vol.10 No.3
The Han Dynasty was the great unification dynasty in history after the Qin Dynasty. Since the Han Dynasty inherited the Qin system, the seal script of the Han Dynasty developed continuously based on inheriting the Qin Small Seal Script. With the progress of social productivity, the Official Script gradually replaced the Seal Script in the Han Dynasty, but the Seal Script did not disappear completely; instead, a special line of development arose under the influence of the Official Script. Through the study of seal script of Han Dynasty inscriptions, this paper understands that the practical function of seal script of inscriptions has been weakening under the influence of clerical script, but the aesthetic value has been increasing day by day. Moreover, there were new artistic innovations in the context of the development of the diversification of inscriptional forms, and its emphasis on social role, cultural status, and the presentation of an aesthetic style that had a profound impact on later generations are worth studying.
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중국 시청자의 한국 드라마를 통한 한국 및 한국제품 이미지에 대한 연구
박상수,양산산 중국지역학회 2014 중국지역연구 Vol.1 No.1
At present, the Korean Wave has great cultural influence all over the world beyond the Oriental culture area. There are many cultural products derived from the Korean Wave, but especially Korean TV dramas bring about all-inclusive promotion effect for Korean culture and products to viewers aborad. Thus, this study aims to investigate the effect of watching a Korean TV drama on Chinese viewers’ familarity with Korean products and culture, and what images(the internal images & external images) they have on Korea and Korean products and even their purchase intentions. As a result of this analysis, their main characteristics can be summarized as below. First, it was found that a group of Chinese consumers whose Korean drama ratings and monthly average expenditure are both high show a high degree of familarity with Korean culture and products and have high internal images toward Korea and Korean products. Therefore, it seems necessary to aim at middle and high classes as a target consumer group in China, when Korean companies promote their products through Korean TV dramas. Second, it was found that the drama ratings have significant effect on Chinese viewers’ familarity with Korean culture and products and their national images of Korea, and the 3 variables above also have significant effect on their images(the internal images & external images) of Korean products. To improve the images of Korean products, therefore, it seems necessary to put constant effort for the promotion of Korean culture and national image. Third, as the image of Korean products has significant effect on Chinese viewers’ purchase intentions, the internal images of Korean products were found to have greater effect than the external images. Accordingly, it seems necessary for Korean companies to improve the quality and performance of products more than the outward appearances of products. 한류와 관련된 기존연구 대부분은 한국에 대한 이미지와 한국제품에 대한 이미지를 중심으로 향후 구매의도에 미치는 영향에 대해서 연구가 진행되어 왔으나, 시청자들이 한국드라마 시청을 통해 드라마 속에 나타난 한국제품 및 문화에 대한 친숙도의 연관성에 대해서는 많은 관심을 가지기는 못하였다. 따라서 본 연구에서는 한국 TV 드라마를 시청하는 중국 시청자를 대상으로, 드라마를 통해서 인식하는 한국제품 및 한국문화 친숙도가 한국에 대한 내외적이미지에 미치는 영향을 살펴본 후 내외적 이미지가 구매의도에 미치는 영향을 살펴보고자하였다. 분석결과를 정리하면 다음과 같다. 첫째, 한국드라마를 시청하는 중국 시청자의 시청량과 월 평균소비수준에 따른 한국과 한국제품 이미지에 대한 인식조사결과에서는 시청량과 평균 소비수준이 높을수록 한국에 대한 이미지와 한국제품에 대한 이미지가 높은 것으로나타났다. 둘째, 한국드라마 시청량은 한국제품 친숙도, 한국문화 친숙도, 한국 국가이미지에 모두 유의한 영향을 미치는 것으로 나타났고, 이들 3개 변수는 한국제품의 외적이미지와 내적이미지에 유의한 영향을 미치는 것으로 나타났다. 그중에 한국문화에 대한 친숙도는 한국제품 외적이미지에 가장 큰 영향을 미치는것으로 나타났으며, 한국제품 친숙도와 국가이미지에 대한 인식은 한국제품의 내적이미지에 더 큰 영향을 미치는 것으로 나타났다. 셋째, 한국제품의 내적이미지와 외적이미지는 모두 한국제품 구매의도에 유익한 영향을 미치며 그 중에 한국제품의 내적이미지가 가장 큰 영향력을 미치는 것으로 나타났다. 따라서 중국 소비자들에 대한 지속적인 한국제품 프로모션을 위해서는 제품의 혁신성과 품질, 성능 제고에 지속적인 노력이 요구되는것으로 나타났다.
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강인원,양산산 한국무역학회 2022 貿易學會誌 Vol.47 No.4
Most companies are achieving economic benefits by producing products in the form of bi-national products, but there are also negative consequences such as reduced brand power, so strategic bi-national product planning and branding is essential. In order to actively reflect these practical needs, this study conducted a comprehensive and easy-to-generalize evaluation of Bi-national products that has been somewhat underdeveloped in previous studies. To this end, the selection and evaluation criteria of the products to be investigated were differentiated. This is to classify the products by place of use and the purpose of use so that the majority of bi-national products can be included, and then use the combination to derive the specific products to be evaluated for bi-national products. The evaluation of the product identified the phenomenon of psychological conflict among consumers due to the country of origin discrepancy at the level of decreasing brand authenticity. The above research design is an evaluation method that can encompass bi-national products as a whole, rather than an evaluation of a specific product or product line that is mainly reported in previous studies, and it is also very easy to apply to practice because it allows us to more carefully identify changes in psychological attitudes.
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