GROTESQUE IMAGERY ENHANCING PERSUASIVENESS OF LUXURY BRAND ADVERTISING

Donghwy An,Chulsung Lee,Janghyun Kim,Nara Youn 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

Have you ever seen images of an elegant woman dressed in period clothes, threatening to stab another woman through the neck; a model facing a leopard behind a mannequin hand; or a lady using a hook to fish a purse out of a pool, while a seemingly dead man is floating in the water? The descriptions of these scenes might sound dark and absurd, and provoke disgust or displeasure; but the fact is, these images have been used in real advertisements for prestigious fashion brands such as Gucci and Dolce & Gabbana, and were featured heavily in various fashion magazines. Recently, advertisers have sought to differentiate their products by using grotesque imagery in their ads as a strategy to get consumers’ attention and stimulate their curiosity. Although growing attention is being paid to ads that are not conventionally ‘pretty’, very little research has tried to empirically document the effect of grotesque imagery on the persuasiveness of luxury brand advertising, or unveil the psychological mechanism underlying the effect. The purpose of this research is to investigate how grotesque imagery used for luxury products appeal to consumers, and why the ads affect the consumers’ behavior. We empirically demonstrated that the grotesque imagery used to promote luxury products enhances consumers’ purchase intention because it facilitates consumers to better experience the brand by transporting them to the narratives that are portrayed in the ads. This process occurs because a correspondence between grotesque imagery and luxury branding generates the fit effect, which leads to fluent processing and feel right experience, and in turn induces engagement to the ad. Grotesque Advertisement Grotesque was the word indicating the style of ancient decoration that depicted fantastic combinations of human and animal forms, interwoven with strange fruits and flowers. The Cambridge Dictionary of English now defines grotesque as a general adjective that describes anything “very strange and unpleasant, especially in a ridiculous or slightly frightening way.” Evolutionary psychology provides us a hint for the reason why emotionally provocative and fear-evoking grotesque imagery captures consumers’ attention. The faster attention to negative stimuli than to positive stimuli is an automatic tendency developed as means of evolutionary adaptedness for survival because negative stimuli signal danger and cause alert to prompt defensive reaction (Ohman, Flykt and Esteves, 2001; Schoemaker 1996; Tan 2008). Another explanation for grotesque imagery’s attention grabbing power arises from our complex emotional system—i.e. human enjoys fearful horror or heartbreakingly sad films, because such negative emotions often stem from a challenging situation filled with risks, threats, and tension and generate an active interest in it (Bartsch, Apple and Stroach 2010; Oliver 1993; Tan 2008). Frightening, disgusting, or tragic emotions are mixed with a relief that comes after a perception of reality. Because human has an ability to distinguish their real life and the situation in the film or drama, we feel interests while being frightened or disgusted or heart-broken with pleasurable enjoyment (Tan 2008). Prior research by Phillips and McQuarrie (2010) brought to light the concept of grotesque in the context of fashion marketing. They described grotesque imagery using words with common etymological meanings—bizarre, surreal, deviant, absurd, discrepant, peculiar, and odd—and suggested that it could lead viewers to engage in the ad through transportation or immersion to the story world of the ad. Through the narrative transportation, grotesque imagery persuades consumers to better experience the brand featured in the ad. Based on their conceptualization of grotesque and its persuasive power, we empirically test whether grotesque imagery used in an ad might work as a strong trigger of fantasy, stimulating viewers to be transported into the narrative depicted in the ad image. Transportation Transportation is defined as ‘a convergent process where all mental systems and capacities become focused on events occurring in the narrative’ (Green and Block 2000, p. 701); it represents the extent of absorption into the narrative flow of the story as it unfolds. Transportation occurs whenever the consumer experiences a feeling of entering a world brought to mind by the story, because of their empathy for the story characters and imagination of the story narratives (Van Laer et al. 2014). Previous research suggests that transportation induces favorable attitudes toward the related product (Escalas 2004), and enhances the persuasiveness of advertising messages through the connection between the self and the ad content (Escalas 2004). Fit Between Grotesque Imagery and Luxury Branding The effect of fit, which means a relevant and logical connection between ad contents, has been widely studied in advertising and marketing literature. Fit messages are readily accessible, and processed through simple cognitive information processes. Macinnis and Park (1991) argue that the fit effect is caused by consumers’ perception of the stimuli in ads as a whole, rather than distinct individual elements. The processing of fit (vs nonfat) messages is easier, so more fluent (Lee and Aaker 2004; Labroo and Lee 2006), and fluent processing of fit messages offer a feel right experience (Camacho, Higgins, and Luger 2003; Lee, Keller, and Sternthal 2009). This subjective experience of feeling right increases engagement (Lee, Keller, and Sternthal 2009), willingness to pay, favorability of brand attitudes, and brand choice (Lee and Higgins 2009). In this research, we posit that persuasive effect of grotesque ads is more likely to occur when grotesque imagery is used for advertising luxury brands. Previous research explained the motivations to purchase luxury brands as scarcity, uniqueness, distance, high price (Dion and Arnould 2011; Dubois and Duquensne, 1993), and signaling of social status (Belk 1988; Zhou and Belk 2004; Han, Nunes, and Dr?ze 2010), which intersect with the characteristics of grotesque. People purchase luxury goods because they are relatively exclusive and limited, providing the consumer with more emotional distance from mass produced products (Hansen and W?nke 2011). In addition, positioning a brand using mythical and abstract concepts is known to be more effective in building strong prestigious brands (Arsel and Craig 2011). Because grotesque is perceived to be distant from reality, incongruent, and discrepant, these characteristics of luxury branding could overlap with that of grotesque. Furthermore, support for our prediction of a fit between grotesque imagery and luxury branding can be found in some other common features of both. Dion and Arnould (2011) argue that luxury brands possess hedonic appeals based on multisensorial pleasure, artistic aura, and charismatic stories which transport consumers into the magical world of the luxury brand. In support, Kim, Lloyd and Cervellon (2015) found that luxury brand advertising stimulates fantasy, and this is one of the dominant themes through which consumers were engaged with the brand. They showed that being part of the narratives in the ads, participants experienced escaping from their everyday lives, traveling around the fantasy world, and feeling that their myth, fantasies or dreams become real. As luxury brand advertising has a power to transport consumers into fantasy, grotesque imagery also carries consumers away into magical world through narrative transportation (Phillips and McQuarrie 2010). Hypotheses In light of the prior research, we posit that when grotesque imagery is used in ads for luxury brands, the fit generates feel right experience and easy and fluent processing of messages, because grotesque imagery and luxury brand advertising commonly have a power to transport viewers to fantasy world distant from reality. In addition, previous research has suggested positive downstream effects for transportation to enhanced brand experience. As the level of experience is enhanced, familiarity and satisfaction with the brand are heightened as well (Ha and Perks 2005). A deeper level of brand experience generates brand trust and accelerates loyalty to brands (Lglesias, Singh, and Batista-Goguet 2011). Thus, we propose the following hypotheses: H1: Luxury brand advertising with grotesque imagery will facilitate transportation, which will in turn enrich brand experience and increase purchase intention of the featured product. H2: There will be a perceived fit between grotesque imagery and luxury branding. H3: The fit between grotesque imagery and luxury branding will enrich brand experience which in turn enhance purchase intention. Study 1 The goal of Study 1 was to show that a grotesque ad is perceived to be better-matched with brands described as prestigious. Stimuli. We designed two versions of a print advertisement for a fictitious fashion brand to manipulate grotesque (vs. non-grotesque) ad style. We created the ad by modifying the content from an existing Jimmy Choo advertisement. The print ad featured a man, a girl, a car, and a handbag placed in the middle of a desert. In the grotesque imagery condition, the girl is placed in the truck of a car, appearing dead since the man sitting next to her is holding a shovel that he seemingly used to dig a hole in the ground to bury her. In the non-grotesque imagery condition, we replaced the shovel to a cane. In the prestige condition, we introduced the brand as one with a prestigious image similar to those of Louis Vuitton and Hermes. In the non-prestige condition, the brand was described as having a brand image similar to Zara and H&M. Procedure. 171 undergraduates (average age = 22.8 years; 171 females) participated in the study for a course credit. Participants were informed that they would be asked to complete an ad evaluation study, and were randomly assigned to be presented with one of the four print ads featuring a handbag. Participants were asked to indicate how likely they would be to purchase the handbag product (1 = very unlikely; 7 = very likely), and how well-matched the ad is to the product and the brand image on two items (‘the ad goes nicely together with the handbag’ ‘the ad looks well-matched with the image of the brand’; 1 = not at all ~ 7 = very much). Then, they completed two item transportation measures (‘While I was looking at the ad, I could easily picture the events in it taking place,’ ‘I had a vivid image of the man sitting next to the woman’; 1 = strongly disagree ~ 5 = strongly agree) adapted from Green and Brock (2000). Next, participants responded to twelve items of brand experience measure from Jos ?ko Brakus, Schmitt, and Zarantonello (2009) (e.g. ‘This brand results in bodily experiences’, ‘This brand stimulates my curiosity and problem solving’; 1 = strongly disagree ~ 7 = strongly agree). They also rated how grotesque the ad was on seven items (‘bizarre,’ ‘surreal,’ ‘deviant,’ ‘absurd,’ ‘peculiar,’ ‘odd’, ‘discrepant’; 1 = not at all ~ 7 = very much). To rule out an affective account for participants’ evaluation, we assessed participants’ mood (1 = negative mood, bad mood, sad, irritated ~ 7 = positive mood, good mood, happy, relaxed) and their arousal (1 = not at all aroused ~ 7 = very aroused). Results: Perceived fit. The two perceived fit items were averaged to form a fit index. A two (ad style: grotesque vs. non-grotesque) by two (brand reputation: prestige vs. non-prestige) between-subjects ANOVA revealed a significant ad style by brand reputation interaction effect (F(1, 167) = 5.69, p = .018). Planned contrasts indicated that, in the grotesque imagery condition, participants rated the ad as more well-matched when the product was described as a prestigious brand (M = 4.14) than when it was a non-prestigious brand (M = 3.53; F(1, 167) = 4.15, p = .043). In contrast, in the non-grotesque imagery condition, participants rated the ad as less well-matched when it was described as a prestigious brand (M = 3.60) rather than non-prestigious brand (M = 4.00), but the effect was not significant (F(1, 167) = 1.79, p = .183). Because the perceived fit results confirmed that participants rated the ad as more well-matched when the product was described as a prestigious brand, we created an imagery fit variable coding the well-matched conditions (grotesque imagery for prestige brand and non-grotesque imagery for non-prestige brand) to be 1, and the less well-matched conditions (grotesque imagery for non-prestige brand and non-grotesque imagery for prestige brand) to be 0. As predicted, an ANOVA revealed that the well-matched conditions showed higher perceived fit (F(1, 169) = 5.79, p = .017), such that those in the matched condition (M = 4.07) rated higher on perceived fit than those in the mismatched condition (M = 3.57). Transportation. Participants’ ratings on the two transportation items were averaged to form transportation scores. A two way ANOVA revealed a significant ad style (grotesque vs. control) by brand reputation (prestige vs. non-prestige) interaction effect on transportation (F(1, 167) = 4.35, p = .039). Planned contrasts indicated that, in the grotesque condition, participants reported higher transportation scores when the product was described as a prestigious brand (M = 3.22) than a non-prestigious brand (M = 2.78; F(1, 167) = 4.28, p = .040). In contrast, in the non-grotesque condition, participants reported lower transportation scores when it was described as a prestigious brand (M = 2.62) rather than a non-prestigious brand (M = 2.81), but the effect was not significant (F(1, 167) = .78, p = .378). Mediation Effect of Transportation on Brand Experience. Participants’ ratings on the brand experience scale were averaged to form brand experience scores. A series of regressions showed that the ad style by brand reputation interaction activated transportation (β = .632, p = .034), which then yielded greater brand experience (β = .360, p <.001). The bootstrap procedure for a conditional mediation model (PROCESS Model 7; Hayes 2013) using 5,000 samples revealed a significant conditional indirect effect of grotesque imagery on brand experience through activation of transportation when the product was described as a prestigious brand (95% CI [.067, .390]). This conditional indirect effect was not significant when the product was described as a non-prestigious brand (95% CI [–.189, .138]). Multiple Mediation Effect. Our prediction was that grotesque imagery used in luxury brand advertising would lead to higher perceived fit, which facilitates narrative transportation and in turn enhances brand experience leading to greater purchase intention. Multiple mediation analyses using PROCESS Model 6 (Hayes 2013) with 5,000 resamples confirmed that the perceived fit → transportation → brand experience path mediated the effect of imagery fit on purchase intention. The imagery fit variable was created as a binary variable (1 = grotesque imagery for prestige brand or non-grotesque imagery for non-prestige brand; 0 = otherwise). First, the path from imagery fit to perceived fit was significant and positive (? = .504, p = .017), as was the path from perceived fit to transportation (? = .149, p = .007), the path from transportation to brand experience (? = .326, p < .001), and the path from brand experience to purchase intention (? = .344, p = .014). The 95% CI of the bootstrap procedure ([.001, .030]) confirmed that the indirect effect of imagery fit on purchase intention through the three mediators—perceived fit, transportation and brand experience—was significant. Study 2 The objective of Study 2 was to test the robustness of the mediating role of transportation for the effect of grotesque imagery fit with luxury brand. In addition, we checked whether the grotesque manipulation affected the extent to which participants perceived the brand as luxurious. Stimuli. Two versions of print advertisement were created to manipulate grotesque (vs. non-grotesque) ad style by modifying an existing Dolce & Gabbana ad campaign. The print ad featured two women, a man, and handbags placed on the floor of a classically decorated room. In the grotesque imagery condition, one of the girls wearing a ball gown is holding a knife and seemingly about to stab another girl. In the non-grotesque imagery condition, we replaced the knife with a bottle of perfume. All participants were provided with the print ad that contained a cover story about the ad evaluation task, describing the brand as either a prestigious brand that is similar to Louis Vuitton and Hermes or a brand with an image that is similar to Zara and H&M. Procedure. 165 undergraduate students (average age = 23.8; 66 females) were randomly assigned to one of the four experimental conditions. Participants were first asked to indicate how likely they would be to purchase the featured handbags (1 = very unlikely; 7 = very likely). Then, they responded to two transportation items (‘I wanted to learn how the story in the ad ended’, ‘The story in the ad affected me emotionally’, ‘I found myself thinking of ways the story in the ad could have turned out differently’; 1 = not at all ~ 5 = very much). Next, participants responded to the same twelve-item brand experience scale, seven item grotesque measure, four mood items, and an arousal item used in Study 1. In study 2, they were also asked to rate their impression of the product as luxurious, prestigious, and high class (1 = not at all; 7 = very much). Results. The grotesque manipulation did not affect the extent to which participants perceived the brand as luxurious, and when the product was described as a prestigious brand, participants in the grotesque condition reported higher transportation scores than those in the non-grotesque condition. Multiple mediation analyses reconfirmed that the transportation → brand experience path mediated the effect of imagery fit on purchase intention. General Discussion Through two studies, we demonstrated that grotesque ads can be effective in persuading consumers to purchase luxury fashion items. We found that grotesque ads trigger transportation when the brand is described as prestigious, enriching brand experience, and in turn heightening consumers’ purchase intention.

Photobiomodulation therapy for the prevention of radiodermatitis in breast cancer patients

( Donghwi Jang ),( Hyun Jeong Byun ),( Jongeun Lee ),( Chan Seong Park ),( Youngkyoung Lim ),( Ji-hye Park ),( Jong-hee Lee ),( Dong-youn Lee ),( Joo-heung Lee ),( Jun-mo Yang ) 대한피부과학회 2019 대한피부과학회 학술발표대회집 Vol.71 No.2

Background: Radiotherapy for breast cancer (BC) may accompany acute radiodermatitis and photobiomodulation therapy (PBMT) has been recently applied as a treatment option in diverse fields by promoting tissue repair. Objectives: To evaluate the effectiveness and safety of PBMT for the prevention of acute radiodermatitis in BC patients undergoing radiotherapy. Methods: The control group was 10 BC patients without PBMT and a total of 22 subjects was divided into two groups; group 1 and group 2 (11 subjects each, PBMT of wavelength 633 nm and 830nm, respectively). The degrees of radiodermatitis were assessed based on CTCAE grade and compared between the groups. The differences of skin measurements (melanin, erythema, moisture, and sebum content index) between the irradiated side and the non-irradiated side were evaluated at four time points and the changes were evaluated and compared between the groups. Results: The incidence of high grade radiodermatitis (more than grade 2a) was significantly higher in the control than in the PBMT groups right after the radiotherapy (p=0.0259). The differences in skin measurements at each time point were not significant between the groups except for moisture index which PBMT groups showed lesser change from the baseline compared to the control group right after the radiotherapy(ps <0.05). Conclusion: PBMT might play a role in the prevention of acute radiodermatitis in BC patients, which needs further study.

A case of dermatofibrosarcoma protuberans misidentified as a keloid

( Donghwi Jang ),( Hyungrye Noh ),( Jai Hee Bae ),( Jongeun Lee ),( Se Jin Oh ),( Ji-hye Park ),( Dong-youn Lee ),( Joo-heung Lee ),( Jong Hee Lee ) 대한피부과학회 2021 대한피부과학회 학술발표대회집 Vol.72 No.2

Effect of photobiomodulation therapy on radiodermatitis in mouse model

( Donghwi Jang ),( Dong Min Shin ),( Jongeun Lee ),( Hyun Jeong Byun ),( Hyun Je Kim ),( Se Jin Oh ),( Ji-hye Park ),( Jong-hee Lee ),( Dong-youn Lee ),( Joo-heung Lee ),( Jun-mo Yang ) 대한피부과학회 2020 대한피부과학회 학술발표대회집 Vol.72 No.1

Background: Radiodermatitis, a side effect of radiotherapy, presents as erythema, desquamation, skin necrosis or ulceration. Photobiomodulation therapy (PBMT) has been applied in diverse clinical fields with effects of reducing inflammation, acceleration of wound healing, and pain alleviation. Objectives: To evaluate the effect of PBMT for prevention of radiodermatitis and to evaluate skin changes histopathologically in an irradiated mouse model. Methods: Irradiated mice were randomly distributed into three groups: A (633 nm), B (830 nm), and C (without PBMT). On post-irradiation Day 7 and 21, we evaluated acute skin damage due to irradiation and compared irradiated skin to non-irradiated skin using H&E, Masson’s trichrome, anti-CD45 and PCNA immunohistochemistry, and a TUNEL assay. Results: Grade 3 radiodermatitis was evident only in Group C. Compared to Group C, Group A and B skin had significantly less epidermal hyperplasia, inflammatory cell infiltration, and thinner dermis on Day 7, and less inflammatory cell infiltration, fewer apoptotic cells, and thinner dermis on Day 21. However, there was no significant difference between Group A and B. Conclusion: This study indicates PBMT could prevent severe radiodermatitis by reducing epidermal and dermal damage, inflammation, and cellular apoptosis. There was no difference in PBMT efficacy between the 633 and 830 nm wavelengths.

Reconstitution human skin with spatial transcriptomics

( Donghwi Jang ),( Dong Min Shin ),( Jongeun Lee ),( Hyun Jeong Byun ),( Taeseob Lee ),( Hyun Je Kim ),( Se Jin Oh ),( Ji-hye Park ),( Jong-hee Lee ),( Dong-youn Lee ),( Joo-heung Lee ),( Jun-mo Yang 대한피부과학회 2020 대한피부과학회 학술발표대회집 Vol.72 No.1

Background: Single cell RNAseq (scRNAseq) has been broadening our understandings of transcriptome profiles of normal and pathologic human skin. However, loss of spatial information related to tissue dissociation has been a hurdle of the interpretation of scRNAseq data. Objectives: To decipher the transcriptomic profiles of human skin preserving spatial information. Methods: The tissue samples of volar side of infant thumb skin were obtained from polydactyly surgery and placed on spatially barcoded capture probes coated Visium® slide. After performing reverse transcription with oligo-dT primer on the slide cDNA library was prepared and sequenced. Sequencing data was aligned using GRCh38 human genome reference. Results: Total of 1,862 recognized spots with median 2,980 genes per spots were analyzed. Unsupervised 17 clusters were mapped on the slide preserving their spatial information. Epidermis, dermis, eccrine, adipose and nerve tissue were clearly separated by their differences of spatial and transcriptomic profiles. Epidermis was divided into 4 parts; cornified epidermis, cornifying epidermis, noncornified epidermis and TP53AIP1 epidermis, respectively, and eccrine tissue into 3 parts; DCD+, GABRP+, and KRT7+ eccrine tissue. Pacinian corpuscle and myelinated nerve showed different gene expression in nerve tissue cluster. Conclusion: Herein, we present the first spatial transcriptomic data of normal human skin.

Magnesium microneedle patches for the improvement of under-eye wrinkles: its clinical efficacy and safety

( Donghwi Jang ),( Yeonjoo Jung ),( Jaihee Bae ),( Jongeun Lee ),( Se Jin Oh ),( Ji-hye Park ),( Jong-hee Lee ),( Dong-youn Lee ),( Joo-heung Lee ) 대한피부과학회 2021 대한피부과학회 학술발표대회집 Vol.73 No.1

Conservative surgical management for subungual melanoma: 27cases

( Donghwi Jang ),( Hyun Jeong Byun ),( Jongeun Lee ),( Chan Seong Park ),( Youngkyoung Lim ),( Ji-hye Park ),( Jong-hee Lee ),( Dong-youn Lee ),( Joo-heung Lee ),( Jun-mo Yang ) 대한피부과학회 2019 대한피부과학회 학술발표대회집 Vol.71 No.2

Background: Subungual melanoma (SUM), an uncommon variant of acral lentiginous melanoma, arises from the nail matrix and may involve various other components of nail unit. In the past, amputation had been considered and recommended as the treatment of choice for SUM. Recently, conservative surgical management (CSM) has shown better outcomes both functionally and cosmetically than amputation and suggested as an alternative management for SUM. Objectives: To report a series of SUM patients treated by CSM and to evaluate the post-operative outcome of the patients. Methods: A total of 27 patients who were diagnosed with in situ or minimally invasive SUM and treated by CSM in Samsung medical center, Seoul from 2016 to 2019 were reviewed retrospectively. The patients’ demographics and clinical characteristics including disease presentation, delay to diagnosis, and postoperative outcomes were reviewed. Results: The mean age at diagnosis was 49.6 years and male to female ratio was 1.45:1. The most prevalent group of delay to diagnosis was more than 10 years. The most common complication after treatment was contracture, and amputation was performed due to infection in one case. There was no melanoma related death case and only one recurrence case which underwent secondary operation. Conclusion: CSM in patients with in situ or minimally invasive SUM is a procedure with good cosmetic and functional outcome and the prognosis is not inferior to amputation.

Clinical, dermoscopic and pathologic features of onychopapilloma

( Donghwi Jang ),( Dong Min Shin ),( Jongeun Lee ),( Hyun Jeong Byun ),( Hyun Je Kim ),( Se Jin Oh ),( Ji-hye Park ),( Jong-hee Lee ),( Dong-youn Lee ),( Joo-heung Lee ),( Jun-mo Yang ) 대한피부과학회 2020 대한피부과학회 학술발표대회집 Vol.72 No.1

Background: Onychopapilloma is a benign neoplasm of nail unit commonly presenting as longitudinal chromonychia with occasional splinter hemorrhages or distal subungal keratosis. Pathologically, onychopapilloma shows papillomatous nail bed and distal matrix with layers of hyperkeratosis or matrix metaplasia. Objectives: To identify clinical, dermoscopic, and pathologic features of onychopapilloma patients. Methods: We retrospectively analyzed the clinical, dermoscopic, and pathologic features of patients who were diagnosed with onychopapilloma within last 5 years, and reviewed the published literature. Results: A total of 16 patients were included (9 women, 7 men) with a median age of 45 years. The common clinical presentation was longitudinal erythronychia (n=7), followed by longitudinal leukonychia (n=5), and longitudinal melanonychia (n=4). Distal subungal hyperkeratosis was shown in all patients and distal onycholysis (n =11) and splinter hemorrhage (n=9) were commonly shown features. Dermoscopic findings were consistent with clinical features. Localized subungal layered hyperkeratosis of nail plate and papillomatosis with acanthosis of nail bed were commonly shown pathologic features. Conclusion: Clinicians should be aware for the diagnosis of onychopapilloma when typical findings of longitudinal chromonychia with distal sunbungal hyperkeratosis are shown.

A case of recurrent fever and skin rash in Blau syndrome

( Jongeun Lee ),( Yeonjoo Jung ),( Dong Min Shin ),( Donghwi Jang ),( Se Jin Oh ),( Ji-hye Park ),( Jong Hee Lee ),( Joo-heung Lee ),( Dongyoun Lee ) 대한피부과학회 2021 대한피부과학회 학술발표대회집 Vol.72 No.2

Blau syndrome was first described in 1985 as a familial granulomatous inflammatory disease with autosomal dominant inheritance pattern. It is caused by mutation in NOD2 gene, a member of the NOD-like receptor (NLR) family of pattern recognition receptors, which is involved in inflammation and innate immune defense against invading pathogens. A 14-month-old boy presented with erythematous papules on whole body with recurrent fever since 1 month after birth. Along with recurrent fever and rash, there was moderately reduced result of neutrophil respiratory burst test and decrease in memory T-cell and B-cell in lymphocyte subset study. The skin biopsy specimen of his abdomen demonstrated multifocal non-caseating granulomas with some giant cells. After mutation analysis, it revealed NOD2 c.1000c>t p(Arg334Trp) heterozygous, de novo mutation. Blau syndrome classically presents in early childhood and presents the triad of granulomatous polyarthritis, dermatitis and uveitis Skin rash is the first symptom to appear usually in the first year of life. Erythematous maculo-micropapular fine scaly rash on the trunk and extremities in infant is often misdiagnosed as atopic dermatitis or ichthyosis vulgaris. Herein, we present a case of Blau syndrome which presented recurrent fever and erythematous papular skin rash in young child.

Effect of Pleurotus cornucopiae and Safflower Oil extract on osteoblast activity of rats

Kang Hyo Lee,Sang-won Lee,Chan-Hum Park,Eun-Suk Lee,Ji Yeon Lee,Won-sik Kong,Donghwi Kim,Young-Ock Kim 한국버섯학회 2017 버섯 Vol.21 No.1

To determine the medicinal properties of Pleurotus cornucopiae and Safflower Oil (PS), the osteoblast effect was investigated. PS can prevent estrogen deficiency-induced bone loss. It was taken the measurements of biochemical factors such as serum osteocalcin, alkaline phosphatase, IGF-1, and bone status. Forty adult female Sprague-Dawley rats were randomly assigned to four equal groups for 12 weeks of treatment: (1) sham operation (SHAM) + vehicle; (2) ovariectomy (OVX) + vehicle; (3) OVX + 17β-estradiol (25 μg/kg); (4) OVX + PS (300 mg/kg/d, PO). At the end of the experiment, bone turnover, and trabecular microarchitecture were assessed by micro-computed tomography (micro-CT), and histopathology, respectively. Ovariectomized rats experienced remarkable increases in global volumetric bone density, and trabecular microarchitecture deterioration. These OVX-induced pathological changes are reversible in that most of them could be mostly corrected upon 17β-estradiol treatment. PNS treatment significantly prevented bone mass loss and microarchitecture deterioration. Moreover, PS enhanced osteoblast activity but suppressed osteoclast turnover, as evidenced by decreased levels of serum C-terminal telopeptides of type I collagen and elevated levels of alkaline phosphatase. PS mitigates estrogen deficiency-induced deterioration of trabecular microarchitecture.