Impacts of Fit of Advertising Execution Elements and Chronic Regulatory Focus on Consumer’s Attitudes toward Advertising

Ji-bum Jung(정지범),Jong-ho Huh(허종호) 한국경영학회 2015 經營學硏究 Vol.44 No.6

To raise the advertising effects significantly, grasping the dynamics that the variables surrounding models, messages, media, and audiences have toward one another is crucial. Thus, this research has placed focus on the elements of models and messages among the key implementation elements for advertising and looked into the possible impact on the regulatory fit between model attributes, message type and chronic regulatory focus on consumer’s attitudes toward advertising. To verify the abovementioned hypotheses, experiments were carried out in two stages. <Experiment 1> utilized a 2(model attributes: attractive models vs. credible models) x 2(chronic regulatory focus: promotionfocused vs. prevention-focused) between-factorial design and identified the interaction effect between model attributes and chronic regulatory focus. <Experiment 2> used a 2 (message type: hedonic vs. utilitarian) x 2 (chronic regulatory focus: promotion-focused vs. prevention-focused) between-factorial design and figured out the interaction effect between message type and chronic regulatory focus. The findings of this research are as follows: First, in terms of attitudes toward advertising, the interaction effect between model attributes and chronic regulatory focus was significant. For elaborate verification, simple main effect analysis was carried out, with the results indicating the following: The attitude toward attractive model advertising turned out to be more favorable among promotion-focused consumers than among prevention-focused ones, whereas the attitude toward credible model advertising proved to be more favorable among prevention-focused consumers than among promotion-focused ones. Hypotheses 1a and 1b regarding the interaction effect between model attributes and chronic regulatory focus have both been supported. Second, in terms of attitudes toward advertising, the interaction effect between message type and chronic regulatory focus has proven to be significant. For elaborate verification, simple main effect analysis was carried out, with the results indicating the following: The attitude toward hedonic message advertising turned out to be more favorable among promotion-focused consumers than among prevention-focused ones, whereas the attitude toward utilitarian message advertising proved to be more favorable among prevention-focused consumers than among promotion-focused ones. Hypotheses 2a and 2b regarding the interaction effect between model attributes and chronic regulatory focus have both been supported. Theoretically, this research is groundbreaking in the sense that it has expanded the horizon of research on advertising based on the regulatory focus theory through the notions of models and messages neglected in existing research. It is also very meaningful in terms of practicality since it can serve as a guideline for ad production - such as model selection and message appeal - to those currently working in the field of advertising.

All-in-focus imaging using average filter-based relative focus measure

Kwon, O.J.,Choi, S.,Jang, D.,Pang, H.S. Academic Press 2017 Digital signal processing Vol.60 No.-

Digital images are normally taken by focusing on an object, resulting in defocused background regions. A popular approach to produce an all-in-focus image without defocused regions is to capture several input images at varying focus settings, and then fuse them into an image using offline image processing software. This paper describes an all-in-focus imaging method that can operate on digital cameras. The proposed method consists of an automatic focus-bracketing algorithm that determines at which focuses to capture images and an image-fusion algorithm that computes a high-quality all-in-focus image. While most previous methods use the focus measure calculated independently for each input image, the proposed method calculates the relative focus measure between a pair of input images. We note that a well-focused region in an image shows better contrast, sharpness, and details than the corresponding region that is defocused in another image. Based on the observation that the average filtered version of a well-focused region in an image shows a higher correlation to the corresponding defocused region in another image than the original well-focused version, a new focus measure is proposed. Experimental results of various sample image sequences show the superiority of the proposed measure in terms of both objective and subjective evaluation and the proposed method allows the user to capture all-in-focus images directly on their digital camera without using offline image processing software.

Do Subtypes of Focus Really Exist in Spanish?

Hye-Yoon Chung 한국언어학회 2016 언어 Vol.41 No.1

Chung, Hye-Yoon. 2016. Do Subtypes of Focus Really Exist in Spanish? Korean Journal of Linguistics, 41-2, 97-118. This article deals with the term focus in Spanish, in particular, two subtypes of focus, called Contrastive Focus and Non-contrastive Focus (cf. Gutiérrez-Bravo, 2005). According to Zubizarreta (1998), in Spanish, the two types of focus most noticeably differ syntactically: While Non-contrastive Focus should appear at the utterance-final position, Contrastive Focus may appear in-situ. Inspired by a handful of studies (e.g. Cabrera-Abreu & García-Lecumberri, 2003; Kim & Avelino, 2003; Toledo, 1989) and motivated by empirical data gathered for the pilot study conducted prior to the current study, I set out to reinvestigate Zubizarreta’s (1998) claim on the distinction between the focus subtypes. The findings of the current study show that the pragmatically defined notion of focus (Lambrecht, 1994) is not further divided into two types in Castilian Spanish at least syntactically. Across the focus scopes, there were little differences in Contrastive Focus and in Non-contrastive focus. (Korea University)

초점의 유형에 따른 운율 실현 양상 -‘은/는’과 ‘이/가’ 초점 성분을 중심으로-

김민국,하영우 한국어의미학회 2017 한국어 의미학 Vol.58 No.-

58. This study aims to examine prosodic realization, declination of pitch, of focuses which are marked by un/nun and i/ka and to find correlation between focus markers with prosody, which are major means of focus expression. Discussion of this article is summarized as follows. First, when focuses are marked by focus marker, focuses always involve prosodic prominence regardless of focus type. This result demonstrates that prosodic prominence can distinguish different type of focuses by cooperation of focus markers which co-occur with it. Second, but prosodic prominence has distinctive function when different type of focuses which can not be expressed by paradigmatic focus marker un/nun or syntagmatic focus marker i/ka appear. Thus, prosodic prominence has expressive function and distinctive function. Third, context which be able to differentiate type of focus has no effect on prosodic realization of focuses. In other words, prosodic prominence obligatorily appears when focuses are marked. Finally, prosodic realization of focuses can usually be characterized by absolute pitch level. However, occasionally readjustment of relative pitch level and length are important to observe prosodic realization of focuses. So, we need to develop various method of observing prosodic realization of focuses.

Do Subtypes of Focus Really Exist in Spanish?

정혜윤 한국언어학회 2016 언어 Vol.41 No.1

Chung, Hye-Yoon. 2016. Do Subtypes of Focus Really Exist in Spanish? Korean Journal of Linguistics, 41-1, 95-118. This article deals with the term focus in Spanish, in particular, two subtypes of focus, called Contrastive Focus and Non-contrastive Focus (cf. Gutiérrez-Bravo, 2005). According to Zubizarreta (1998), in Spanish, the two types of focus most noticeably differ syntactically: While Non-contrastive Focus should appear at the utterance-final position, Contrastive Focus may appear in-situ. Inspired by a handful of studies (e.g. Cabrera-Abreu & García-Lecumberri, 2003; Kim & Avelino, 2003; Toledo, 1989) and motivated by empirical data gathered for the pilot study conducted prior to the current study, I set out to reinvestigate Zubizarreta’s (1998) claim on the distinction between the focus subtypes. The findings of the current study show that the pragmatically defined notion of focus (Lambrecht, 1994) is not further divided into two types in Castilian Spanish at least syntactically. Across the focus scopes, there were little differences in Contrastive Focus and in Non-contrastive focus. (Korea University)

Ranking Acoustic Cues for English Focus Prosody with Random Forests

이용철 한국중원언어학회 2024 언어학연구 Vol.- No.70

This study measured prosodic parameters related to English focus prosody, and ranked the cues that play a significant role in featuring English focus prosody using a random forest model. To achieve this research objective, we directly compared two focus conditions: broad focus and discourse-new focus. The broad focus condition was isolated, while the discourse-new focus condition was induced using a Q&A format. The findings revealed that both focus and post-focus regions exhibited distinct prosodic cues. In the focus regions, the primary distinguishing factor between the two focus conditions was duration, followed by intensity, pitch range, maximum pitch, mean pitch, and so on. Conversely, in the post-focus regions, mean absolute slope emerged as the foremost determinant in distinguishing between the two focus conditions. The remaining parameters were subsequently ranked in the following order: intensity, mean pitch, maximum pitch, duration, pitch range, minimum pitch, and so forth. In essence, different sets of acoustic cues demonstrated varying levels of influence on the focus and post-focus regions, each characterized by unique acoustic parameters, which ultimately defined the distinctive prosodic features of each region.

신규브랜드의 광고메시지 프레이밍에 대한 소비자의 태도: 설득지식의 활성화 & 조절초점의 일치성

김귀곤,전승우,김종호 한국마케팅관리학회 2011 마케팅관리연구 Vol.16 No.1

This study reviews with an extension of Kirmani and Zhu(2007)'s research how prevention-focused consumers may respond sensitively to the prevention-focused message framing compared to promotion-focused consumers. According to their research, there is no difference in brand attitude between promotion-focused and prevention-focused consumers if advertiser's manipulation intention is perceived as very high or low salient. On the contrary, they claimed that prevention-focused consumers' attitudes are less favorable (more sensitive)toward the advertising campaign and its object because prevention-focused people take higher persuasion knowledge activation than promotion-focused people do if the salience is in the moderate level. However, this research assumed that the degree of consistency between regulatory focus of campaign message and that of consumers might control the level of persuasion knowledge activation when the salience of advertiser's manipulation intention is perceived moderately. Accordingly, consumers' attitude toward the campaign and campaign object can be differently expected. Namely, in view of the regulatory focus consistency between campaign message framing and consumers, the prevention-focused consumers' attitudes are more sensitive(less favorable) toward the promotion-focused message framing and its brand than promotion-focused consumers do as viewed in Kirmani and Zhu(2007)'s research result. But the promotion-focused consumers take higher persuasion knowledge activation than that of prevention-focused consumers and their attitudes are less favorable(more sensitive) toward the prevention-focused message framing and its brand than that of prevention-focused consumers. To test the proposed framing effect, 222 male and female undergraduate (graduate) students in Seoul area completed main survey, 195 questionnaires analyzed except 27 insincere and improper ones. As a result, firstly, the same result came out irrespective of regulatory focus consistency when the salience of manipulation intention is perceived high or low. Secondly, the level of persuasion knowledge activation and brand attitude showed difference between promotion-focused consumers and prevention-focused consumers according to the degree of regulatory focus consistency when the salience of advertiser's manipulation intention is perceived in the moderate level. As viewed in Kirmani and Zhu(2007)'s research, the prevention-focused consumers take higher persuasion knowledge activation and respond less favorably (more sensitively) toward the promotion-focused massage framing and its brand than promotion-focused consumers do. Conversely, the promotion-focused consumers take higher persuasion knowledge activation and respond less favorably (more sensitively) toward than the prevention- focused massage framing and its brand than prevention-focused consumers do. By extending Kirmani and Zhu(2007)'s research, this study showed that not only persuasion knowledge activation and attitude are differed by only self regulatory focus, but also the consistency level between regulatory focus of message framing and self regulatory focus. In addition, this study also provides many meaningful issues to the marketers and advertisers in charge of new brand's launching. 이 연구는 Kirmani and Zhu(2007)의 연구를 확장하여 예방초점의 광고 메시지프레이밍에 대해서도 예방초점의 소비자들이 촉진초점의 소비자들보다 민감하게 반응하는 지를 살펴보았다. 그들은 광고 메시지에 대한 조작의도의 현저성이 높거나 낮은(high or low salient) 경우에는 자기조절초점(촉진초점 vs. 예방초점)에따라 브랜드에 대한 태도가 차이를 보이지 않지만 중간정도로 현저한(moderately salient) 경우에는 예방초점의 사람들이 촉진초점의 사람들보다 설득지식의 활성화 정도가 더 높기 때문에 광고 및 광고의 대상에 대한 태도가 덜 호의적으로 (더 민감하게) 반응한다고 주장한다. 그러나 본 연구에서는 광고 메시지에 대한조작의도의 현저성이 중간정도인 경우에 광고 메시지의 조절초점과 소비자의 조절초점 간의 일치성 정도에 따라 설득지식의 활성화 정도가 달라지고 그 결과, 노출된 광고 및 광고의 대상에 대한 태도가 달라질 수있음을 제안하였다. 즉 조절초점(regulatory focus)의 일치성 관점에서 촉진초점의 광고 메시지 프레이밍에대해서는 그들의 연구결과처럼 예방초점적인 사람들이 촉진초점의 사람들보다 광고 대상인 브랜드에 대하여 더 민감하게(덜 호의적으로) 반응하지만, 예방초점의 광고 메시지 프레이밍에 대해서는 촉진초점적인 사람들이 예방초점적인 사람들보다 설득지식의 활성화정도가 높게 나타나고 결과적으로 광고대상인 브랜드에대한 태도 또한 더 민감하게(덜 호의적으로) 반응할 것이라고 예상하였다. 본 연구를 위하여 222명을 대상으로 실험설문조사를 실시하였으며 불성실하거나 부적절한 응답자료 27부를 제외한 195부의 설문지가 분석에 사용되었다. 연구결과 첫째, 광고메시지에 대한 조작의도의 현저성이높거나 낮은 경우에는 조절초점의 적합성과는 무관하게 동일한 결과를 보여주었다. 둘째, 광고메시지의 조작의도가 중간정도로 지각되는 경우에는 조절초점의 일치성 정도에 따라 촉진초점적인 사람들과 예방초점적인 사람들 간에 설득지식의 활성화정도와 브랜드에 대한 태도가 다르게 나타났다. 즉 촉진초점의 광고메시지 프레임에 대해서는 Kirmani and Zhu(2007)의 연구결과처럼 예방초점의 사람들이 촉진초점의 사람들보다 설득지식의 활성화정도가 높게 나타나고 광고대상인 브랜드에 대한 태도가 덜 호의적인 것으로 나타났다. 반면에 예방초점의 광고메시지 프레임에 대해서는 촉진초점의 사람들이 예방초점의 사람들보다 설득지식의 활성화정도가 높게 나타나고 광고대상인 브랜드에 대한 태도가 덜 호의적인 것으로 나타났다. 본 연구는 Kirmani and Zhu(2007)의 연구를 확장함으로써 단순히 자기조절초점에 따라서만 설득지식의 활성화정도 및 브랜드에 대한 태도가 달라지는 것이 아니라 광고메시지 프레임의 조절초점과 자기조절초점간의 일치성 정도가 더 많은 영향을 줄 수 있다는 것을 보여준다. 뿐만 아니라 이러한 연구결과는 실제 신규브랜드의 런칭을 담당하는 광고 및 마케팅 실무자들에게도 매우 의미 있는 시사점을 제공할 것이다.

ソウル方言話者の日本語發話に對する日本語母語話者の評價 : "end focus"を中心に "end focus"를 중심으로 With focus on "End Focus"

李惠蓮 한국일어일문학회 2004 日語日文學硏究 Vol.48 No.1

"end focus"とは、ソウル方言話者の日本語の發話中に現れる特徵的なイントネ-ションのことである。本硏究では、このソウル方言話者の"end focus"に對する日本語母語話者の評價を、自然談話を材料に調べた。 その調査の方法として、まず、被驗者は日本語母語話者15名を對象とした。この被驗者15名は全員過去日本國內や海外で日本語を敎えた經驗のある且つ、現在外國人に「日本語を敎えている者である。被驗者の平均年齡は23歲で、日本語を敎えた經驗は平均3年である。 次に、調査の材料は、ソウル方言話者女性1名の60分間の自然談話の中で最初の10分間の「自己紹介」の部分を拔粹したものである。評價用紙は、「自由記述」、「アンケ-ト」「內省報告」の三つである。手續きは、一人ずつ防音室で調査を行った。 その結果、まず、自由記述とアンケ-トの發音の部分的な評價の7項目 (單音、特殊拍、アクセント、プロミネンス、ポ-ズ、"end focus"、イントネ-ション) の評價の結果、この音聲的要因の7項目の中で、"end focus"が最も直す必要がある項目として評價された。 また、フォロ-アップインタビュ-の結果でも、"end focus"は聞き手に對して、感情的に不快な印象を與えてしまうという意見が多かったため、最も直すべき項目であると評價された 。 次に"end focus"に對する質的評價の內容をまとめると「音聲面」、「文法面」「感情面」、「場面差」、「方言·なまり」の五つに分けることが出來た。また、この中で"end focus"は、感情面のマイナス的效果があるという指摘が多かったため、最も直すべき項目であると評價された。 以上の結果から、ソウル方言話者の日本語發音の不自然な音聲的要因の中で、"end focus"が、その日本語發音の不自然さに大きく影響する要因の一つであるといえる。また、ソウル方言話者の日本語音聲敎育において、感情的誤解を招く句末イントネ-ションである"end focus"の矯正指導の必要性が示唆された。

한국어 정보구조의 초점

김민국(Kim, Min-Gook) 한국어학회 2021 한국어학 Vol.91 No.-

본고에서는 ‘초점의 개념과 성격’, ‘초점의 실현 수단’, ‘초점과 형태․통사․의미 층위의 상호 작용’이라는 세 가지 측면에서 한국어 정보구조의 ‘초점’과 관련한 문제들을 살펴보았다. 첫째, 정보구조의 초점은 관계적 신정보인 가로초점으로 대안집합과의 관계에서 발생하는 세로초점과 구별된다. 하지만 두 초점은 겹칠 수 있으므로 세로초점의 성격과 이로 인해 발생하는 효과 등을 파악해야 한다. 둘째, 운율적 돋들림은 가로초점을 표시하는 필수적 수단이자 그 유형을 변별하는 수단이다. 가로초점의 형태적 표지는 초점 주어에서의 ‘이/가’가 될 것이다. ‘S-것은 X-이다’ 형식의 분열문은 초점 표시보다 전제를 화제로 바꾸어 주는 것이 더 주된 기능으로 보인다. 후보충 구문도 초점을 나타내는 특수 구문의 후보가 된다. 셋째, 초점의 무표적 특성은 문장 형식으로 이어져 문장초점은 기본문과 유사하다. 초점은 무표적이므로 별도의 초점 표지 없이 격표지가 초점 표지로 활용된다. 그러나 주어에서의 초점은 유표적이어서 ‘이/가’는 초점 표지로서 필수성을 띤다. 문장초점의 존재 구문은 화제 제시 기능이 더 강해서 화제 표지로 문법화되기도 하고 주어 표지로 발달할 단초를 제공하기도 한다. 부정문에서 가로초점은 의미 해석에 영향을 주지 않지만 대체초점, 판정의문문의 초점은 극성 연산자의 세로초점과 늘 겹쳐 의미 층위에 일정한 영향을 주는 것으로 보인다. In this article, we examine issues concerned focus in information structure from three points that is ‘notion and characteristic of focus’, ‘realization of focus’ and ‘interaction between focus with other grammatical levels’. First, focus in information structure is syntagmatic focus that is relational new information, which is different from paradigmatic focus that occurs in the relations with alternative set. Second, focus involves prosodic prominence. Focus marker in every true sense of the word is nominative i/ka. The main function of cleft-sentence of ‘S-gesun X-ita’ seems re-forming presupposition to topic. After-thought constructions are candidate for focus marking construction. Third, basic sentence and nominative i/ka as a focus marker reflect unmarked property of focus. As existential construction which has sentence focus can introduce new topic it can grammaticalize topic marker or subject marker. Replacing focus and focus in yes-no question can affect semantic level by overlap with paradigmatic focus of polarity operator.

조절초점이 소비자 행복에 미치는 영향 : 예측방법과 시간적 거리의 조절효과를 중심으로

추령,김경민 한국전문경영인학회 2018 專門經營人硏究 Vol.21 No.4

Previous studies have reported that, according to promotion focus and prevention focus in regulatory focus, consumers’ predictions of future events are different. Various hypotheses have been established that, regulatory focus has influence not only on product attitudes but also on consumer happiness, and also interaction of forecast methods and temporal distance are expected to affect consumer happiness. In our first experiment, we carried out a 2(regulatory focus: promotion focus/ prevention focus) ×2(prediction method: forecasting/ backcasting) between subject design. Our second experiment 2 was a 2(regulatory focus: promotion focus) ×2(temporal distance: near future/ distance future) between subject study. The first experiment showed a significant interaction between regulatory focus and prediction method on happiness. In other words in the case promotion focus, consumers who use forecasting indicate more influence on happiness than backcasting. However, in the case of prevention focus, it has nothing to do with the prediction method used. Evidently, the second experiment also showed a significant interaction between regulatory focus and temporal distance. Similar to experiment 1, the interaction effect of the two variables was significant as expected. In other words it is found that while promotion focus consumers prefer to select distance future time, consumers of prevention focus prefer to select near future time. These results suggest that because of the influence given by the interaction of consumer characteristics of regulatory focus and prediction method, temporal distance on happiness obtained from the consumption of product, understanding of regulatory focus is important from the strategic marketing aspect. Preceding study is worthwhile for happiness and future prediction in the field of marketing