모바일을 활용한 스마트폰 비교광고의 표현유형이 브랜드태도에 미치는 효과

황만석,장동련 사단법인 한국브랜드디자인학회 2016 브랜드디자인학연구 Vol.14 No.1

The purpose of this study is to investigate how the expression types of smartphone comparative advertising using mobile affects consumers' attitude. As independent variables, three expression types-visual based, copy based and visual & copy based-were used. As dependent variables, attitude towards advertising, attitude towards brand, and purchase intention were used to look into consumers' responses. According to the analysis, visual-based advertising showed the highest in all variables including attitude towards advertising, attitude towards brand, and purchase intention. In Scheffe post-hoc test, visual based smartphone comparative advertising had significantly higher attitude towards advertising, attitude towards brand, and purchase intention than copy-based smartphone comparative advertising which had significantly higher attitude towards advertising, attitude towards brand, and purchase intention than visual & copy based smartphone comparative advertising. The result proves that consumers recognize visual based advertising as the most important expression technique in the smartphone comparative advertising using mobile. This study examined consumers' responses to smartphone comparative advertising using mobile which draws a lot of attention as a new advertising model, and thereby it is judged that the results will give a practical help to advertising creative strategies using mobile. 본 연구는 모바일을 활용한 스마트폰 비교광고의 표현유형이 소비자의 태도에 미치는 영향을 검증하였다. 독립변수로는 비주얼 중심, 카피 중심, 비주얼+카피의 3가지 표현유형을 활용하였으며, 종속변수는 광고태도와 브랜드태도, 구매의도로 나누어 소비자의 반응을 살펴보았다. 연구결과, 비주얼중심 광고가 광고태도, 브랜드태도, 구매의도 등 모든 변인에서 가장 높게 나타났다. Scheffe의 사후검증 결과, 비주얼중심 스마트폰 비교광고가 카피중심 스마트폰 비교광고보다, 카피중심 스마트폰 비교광고가 비주얼+카피 스마트폰 비교광고보다 광고태도, 브랜드태도, 구매의도에서 모두 유의미하게 높게 나타났다. 이러한 결과는 소비자들이 모바일을 활용한 스마트폰 비교광고에서 비주얼중심 광고를 가장 중요한 표현기법으로 인식하고 있다는 것을 증명한 것이다. 비교광고의 표현유형과 광고태도, 브랜드태도에 따른 구매의도의 차이에 대해 살펴보면 표현유형과 광고태도, 브랜드태도가 구매의도에 영향을 미치는 것으로 나타났다. 본 연구결과는 새로운 광고모델로 주목받고 있는 모바일을 통해 스마트폰 비교광고의 소비자 반응을 검증하여 향후 모바일을 활용한 광고 크리에이티브 전략에 도움을 줄 것으로 판단된다.

추나 치료에 대한 국내 연구 동향 - 임상논문의 종류, 발표 년도, 학회지, 부위에 따른 술기 중심으로

황만석,조현우,이현엽,허광호,황의형,신미숙,신병철,Hwang, Man-Suk,Cho, Hyun-Woo,Lee, Hyeon-Yeop,Heo, Kwang-Ho,Hwang, Eui-Hyoung,Shin, Mi-Suk,Shin, Byung-Cheul 척추신경추나의학회 2013 척추신경추나의학회지 Vol.8 No.1

Objectives: The aim of this study was to analyse the domestic trends of Chuna treatments techniques in Korean literature. Methods: We searched the clinical trials on Chuna treatments through both electronic search(used keyword 'chuna') and hand search in 3 Korean web databases(OASIS, NDSL, RISS) and 4 related journals(The Journal of Korea CHUNA Manual Medicine for Spine & Nerves, Journal of Oriental Rehabilitation Medicine, The Journal of Korean Acupuncture & Moxibustion Society, Journal of Korean Medicine Society). All relevant clinical trials were selected and extracted to be analyzed according to their published year, journals, types of study, used techniques. Results: The number of the clinical studies tends to increase every year. The studies on Chuna treatments were mainly published in The Journal of Korea Chuna Manual Medicine for Spine & Nerves. In case of types of study, case reports and case series were predominant. The most frequently adopted techniques of Chuna in studies were flexion distraction technique for lumbar spine and JS supine position cervical spine distraction. Conclusions: Through the results of this study, we hope that the more qualitative education could be conducted by strengthening the techniques which often used. Also analysis of the reason of rarely used techniques should be conducted and the modification or developing techinques should be followed as a counter measures. As applying more rigorous methodology, more qualitative evidence based Chuna studies should be conducted in future clinical research.

식품광고에서 컴퓨터그래픽 표현유형이 광고태도와 브랜드태도에 미치는 영향

황만석 사단법인 한국브랜드디자인학회 2015 브랜드디자인학연구 Vol.13 No.2

Until Now, most of the food advertising researches have been carried out limited to children targeting and research related to content analysis of TV. Therefore, an empirical study considering the fact that consumer's understanding and attitude can be changed according to diverse variables is needed. This study was to verify the difference of consumer response regarding food advertising according to computer graphic expression type. The research results showed that in terms of computer graphic using, the low frequency has higher effect than the nonexistence and the high frequency has higher effect than the low frequency in the attitude towards advertising, attitude towards brand, and purchase intention. Seeing the difference of purchase intention, the higher attitude towards brand leads to the higher purchase intention. But it is turned out that influence of computer graphic expression type to purchase intention was not statistically meaningful. It indicates that consumers have quite passive attitude to brand purchase although they use computer graphic frequently. This research proved that consumers are perceiving computer graphic as an important expression technique in food advertising and it is expected to extend the theoretical study for food advertising, providing guideline for advertising production. 현재까지 식품광고에 대한 연구들은 대다수가 어린이 등을 타깃으로 하는 식품광고와 TV를 중심으로 한 내용분석에관한 연구가 제한적으로 이루어 졌다. 따라서 식품광고에서다양한 변인에 따라 소비자의 이해와 태도가 달라질 수 있다는 점을 감안한 실증적 연구가 필요하다고 판단된다. 본 연구는 식품광고에서 컴퓨터그래픽 표현유형(고, 저, 무)에 따른소비자 반응(광고태도, 브랜드태도, 구매의도)의 차이를 검증하고자 하였다. 연구결과, 컴퓨터그래픽 활용이 전무한 광고보다 컴퓨터그래픽 활용 빈도가 낮은 광고가, 컴퓨터그래픽활용 빈도가 낮은 광고보다 컴퓨터그래픽 활용 빈도가 높은광고가 광고태도, 브랜드태도, 구매의도에서 높은 소비자반응이 나타났다. 컴퓨터그래픽 표현유형과 브랜드태도에 따른구매의도의 차이를 살펴보면 브랜드태도가 높을수록 구매의도가 높음을 알 수 있었다. 하지만 컴퓨터그래픽 표현유형은구매의도에 통계적으로 유의한 영향을 미치지 않는 것으로나타났다. 이것은 소비자들이 컴퓨터그래픽 활용 빈도가 높아도 브랜드 구매에는 다소 소극적 자세를 취하고 있음을 알수 있는 대목이다. 본 연구결과, 소비자들이 식품광고에서 컴퓨터그래픽을 중요한 표현기법으로 인식하고 있다는 것을 증명하였으며, 식품광고 커뮤니케이션 이론의 외연확장과 광고제작의 가이드라인을 제공할 것으로 기대한다.

일차성 불면증의 추나 치료에 대한 문헌 연구 보고

황만석 ( Man-suk Hwang ) 대한한의학회 한방재활의학과학회 2016 한방재활의학과학회지 Vol.26 No.3

Objectives To evaluate the evidence supporting the effectiveness of Chuna manual therapy for primary insomnia. Methods The researcher conducted search across the 3 electronic databases (Pubmed, CAJ and Oasis) to find all of randomized controlled clinical trials(RCTs) that used Chuna manual therapy as a treatment for primary insomnia. Results Four RCTs met inclusion criteria. The meta-analysis showed positive results for the use of Chuna manual therapy in terms of the PSQI when compared to medication treatments alone. Positive results were also obtained, in terms of the PSQI, when comparing Chuna manual therapy combined with acupuncture therapy to acupuncture therapy alone, but was not statistically significant. Conclusions The review found encouraging but limited evidence of Chuna manual therapy for primary insomnia. We recommend clinical trials which compare the effectiveness of Chuna manual therapy with usual care to obtain stronger evidence without the demerits of trial design. (J Korean Med Rehabil 2016;26(3):79-84)

腸炎의 治驗

黃滿錫 藥業新聞社 1984 (月刊) 醫藥情報 Vol.1984 No.10

副鼻洞炎 : 一名 축농증

黃滿錫 藥業新聞社 1985 (月刊) 醫藥情報 Vol.1985 No.4

糖尿病合倂症患者의 投藥指導

黃滿錫 藥業新聞社 1986 (月刊) 醫藥情報 Vol.1986 No.5

소아 야제에 대한 추나요법 효과 체계적 문헌고찰

황만석 ( Man Suk Hwang ),신병철 ( Byung Cheul Shin ),허광호 ( Kwang Ho Heo ),허인 ( In Heo ),김병준 ( Byung Jun Kim ),김기봉 ( Ki Bong Kim ),천진홍 ( Jin Hong Cheon ),박재홍 ( Jae Hong Park ),황의형 ( Eui Hyoung Hwang ) 한방재활의학과학회 2015 한방재활의학과학회지 Vol.25 No.3

Objectives To evaluate the evidence supporting the effectiveness of Chuna manual therapy for nocturnal crying. Methods We conducted search across the 3 electronic databases (Pubmed, CAJ and Oasis) to find all of randomized controlled clinical trials(RCTs) that used Chuna manual therapy as a treatment for nocturnal crying. The methodological quality of each RCTs was assessed using the Cochrane Risk of Bias tool and nRCTs was assessed using the Cochrane Risk of Bias Assessment tool for Non-randomized Study tool. Results Two RCTs and three nRCTs met our inclusion criteria. The meta-analysis showed positive results for the use of Chuna manual therapy in terms of the efficacy rate when compared to medication treatments alone. Positive results were also obtained, in terms of the efficacy rate, when comparing Chuna manual therapy combined with acupoint application therapy to Chuna manual therapy alone, but was not statistically significant. Conclusions Our systematic review found encouraging but limited evidence of Chuna manual therapy for nocturnal crying. We recommend clinical trials which compare the effectiveness of Chuna manual therapy with usual care to obtain stronger evidence without the demerits of trial design. (J Korean Med Rehab 2015;25(3):51-57)

배수혈의 내장기 치료 기전에 관한 연구

황만석 ( Man-suk Hwang ) 대한경락경혈학회 2016 Korean Journal of Acupuncture Vol.33 No.3

Objectives : This study aims to overview the therapeutic mechanism of back-shu points in terms of sympathetic visceral motor nervous system. Methods : Studies about autonomic nervous system, and studies and ancient texts about back-shu points were reviewed. We interpreted possible mechanism of back-shu points considering similarities of anatomical and physiological characteristics of back-shu points and visceral motor nervous system. Results : Afferent signals for organ lesions that can develop the symptoms of autonomic neurological symptoms, pain, hyperalgesia through the skin segment. Through a physical examination of the myotome and dermatome, it is possible to diagnose segmental disorders. Treatment stimulation of the thick fibers of the disorder segment skin can reduce abnormal autonomic influence over the sympathetic reflex mechanism. In addition, if spinal muscles are relaxed, the pressure on the nerve roots could be reduced and consequently the hyperactivity of the sympathetic visceral motor signal would be suppressed. Conclusions : The back-shu points treatments work through the mechanism of the sympathetic nervous reflex. Moreover, segmental acupuncture can reduce tension of the spinal muscles, thereby improving pathological conditions of the sympathetic nervous system.

排尿異常

黃滿錫 藥業新聞社 1984 (月刊) 醫藥情報 Vol.1984 No.11