Empathy and Narrative Ad

Jung Kyu Kim(김정규) 부산울산경남언론학회 2016 지역과 커뮤니케이션 Vol.20 No.4

공감은 타인의 감정을 받아들여 발생되는 감정적 반응으로 서사광고의 효과를 설명하는 주요한 변인으로 연구되어 왔다. 이러한 맥락에서 본 연구는 서사구조를 가진 TV광고를 대상으로 공감의 효과에 영향을 미칠 수 있는 두 개의 요인들(줄거리 형식과 메시지 가치가)를 개발하고, 두 요인이 가진 공감에 대한 영향력을 측정하여 보았다. 방법론으로 8개의 TV광고(30초 길이)를 처치물로 선정하여 2(줄거리 형식: 제품중심 vs. 비제품중심) X 2(메시지 가치가: 높음 vs.낮음) 요인실험설계를 실시하였다. 연구결과 서사광고 속에서 제품이 중심이 된 줄거리로 구성되었을 때, 광고 수용자들은 자신들의 설득지식을 발생시켜 광고에 대한 공감적 반응이 낮게 나타나는 것으로 밝혀졌다. 그러나 메시지 가치가가 높게 설정되었을 때에는 수용자의 설득지식 발현이 상쇄되어 서사광고에 대한 공감효과를 감소하지 않는 것으로 나타났다 (상호작용 효과). 이러한 결과에 대한 이론적 설명과 광고제작 현업에 대한 함축적 의미 등을 본문에서 보다 자세하게 제시하였다. Empathy, emotional responses taking the feelings of the observed target, has been investigated as one of powerful variables which influence on persuasion of narrative advertising. Within the context, the present study discovered two narrative ad message factors (plot type & message sensation value) and measured moderating effects between the two factors on empathy. With eight 30-seconds duration TV ads, the experimental method (2 (plot type: product-centered vs. non-product-centered) X 2 (MSV: high vs. low)) factorial design) was performed. The notable findings were that narrative ad plot with a product-centered-role would activated ad viewers’ persuasion knowledge (skeptical inferencing), then resulted in low level of empathy responses. However, using high level of message sensation value (e.g., change of shots, zoom in, sound effect) mitigated the negative effects of product-centered plot (significant moderating effect) with stealing their cognitive resources. More theoretical explanations and implications for advertising research and production field are discussed.

Yeats 초기시의 이미지

金井圭 ( Kim Jung-kyu ) 현대영미어문학회 1987 현대영미어문학 Vol.5 No.-

When we divide Yeats’s poems into the earlier, middle, and later poems, his earlier poems may be regarded as the poems of the most gorgeous and diverse images and symbols. We can enumerate as the most dominant images and symbols in his early poems: island, tree and bird, and old man. These images reflect themes of the poems, and suggest the thoughts and emotions of ealry Yeats. Besides, they maintain a close relationship with one another. In this regard, it can be argued that the images in the poems of Yeats are explained with the help of other images in his poems. “The Wanderings of Oisin” and Crossways abound in island image, for the major themes of Yeats’s earlier poems are the forgetting and escape from the actual world, and they are products of his dreams and fantasy. The island is the place separated from the real world and it is the symbol of an imagined world. It reflects Yeats’s longing for an ideal world, his sadness toward the real world, his helplessness and weariness. Early Yeats is blind to the actual world and is absorbed in the fictitious world of myth and legends. Though sometimes there is conflict between the ideal and the real, the poet’s attitude inclines sharply toward the ideal. The tree that appears most frequently in the early poems is the Rose. This tree accompanies the most mysterious and multitudinous symbolic concepts in the early poems. It stands for poetic inspiration, mysterious and abstruse spiritual beauty, Ireland, Maud Gonne, and the eternal truth that governs the universe. The tree in the early poems is compared to personality as well. As shown in “The Two Trees”, the ‘holy tree’ symbolizes the harmony of an organism, what Yeats calls Unity of Being, while the ‘broken tree’ symbolizes the destroyed personality, and man’s inclination toward appearance and knowledge. Yeats’s ideal bird is the bird that sings on the tree and fly about in the peaceful nature. The bird in the early poems represents Yeats’s tempera-ment, his sadness toward the real world, and the ideal love. Comparing youth and old age which is one of the main themes of the later poems, “The Wanderings of Oisin” and The Rose discuss in advance a contradictory truth that wisdom comes with bodily decrepitude which early Yeats is very afraid of. The old man is described with the images of tree and bird. The old man symbolized by a ‘broken tree’ or ‘a raven on who wings/Scarcely a feather lingered’ suggests the disharmony of an organism antithetical to Unity of Being.

운동으로 유도된 근손상이 안정시 대사량과 혈중 카테콜라민 농도에 미치는 영향

김정규(Kim Jung-Kyu),최용철(Choi, Yong-Chul) 한국체육과학회 2014 한국체육과학회지 Vol.23 No.1

The aim of this study was that effect of exercise-induced muscle damage(EIMD) on resting metabolic rate and blood catecholamines concentration. Eight subjects(age 24.4±2.l0 years, Height 176.4±5.80 ㎝, Weight 73.6±8.80 ㎏, % body fat 23.5±3.55 %, VO₂max 5O.9±4.00 ml/㎏/min) were completed three resting metabolic rate(RMR) measurements, one maximal exercise work load test, and one eccentric exercise(downhill running for 30min at -12% grade of treadmill). The blood was collected for assay the creatine kinase(CK) and catecholamines (epinephrine and norepinephrine).<br/> There were significant differences in RMR which were calculated by day, body weight, fat free mass following the EIMD(p<.05). Also there were significant differences in resting oxygen consumption, RER, muscle soreness scale, and blood creatine kinase activity following the EIMD(p<.05). However, there were no significant differences in blood catecholamines(epinephrine and norepinephrine) concentration following the EIMD(p>.05). In conclusion, this study showed that in the presence of exercise-induced muscle damage energy expenditure, expecially resting metabolic rate(RMR) is increased before having muscle damage. The index of muscle damage(creatine kinase) also have related to the RMR after exercise-induced muscle damage. It was suggested that EIMD may be either metabolic or mechanical, or combination of both, depending upon exercise type, intensity and duration and training status. Also we need to study about the mechanism for the oxygen consumption following EDMI with the resonable research tools, such as, hormonal changes and energy substrate utilization.

보행의 역학적 분석과 SPPB 검사를 통한 여성 노인의 전신 진동 운동 효과에 관한 연구

김정규(Kim, Jung-Kyu),양승민(Yang, Seung- Min) 한국체육과학회 2014 한국체육과학회지 Vol.23 No.1

This study investigated the effects of whole body vibration on short physical performance battery(SPPB) score and gait variables in elderly women. men. Twenty elderly women(age 73.5±1.10 years, Height 159.6±2.87 ㎝, Weight 58.5±6.80 ㎏, % body fat 29.7±6.23 %) were completed whole body vibration exercise protocol for 8 weeks. There was significant differences in SPPB score after taking part in whole body vibration exercise protocol for 8 weeks. Also there were significant differences in pace and stride length during walking after taking part in whole body vibration exercise protocol for 8 weeks. In the factor of ankle-joint angle and knee-joint angle, there were significant differences at the LHC. and RHCl after participating in whole body vibration exercise protocol for 8 weeks, respectively. In conclusion, the present study indicated the beneficial effects of whole body vibration exercise to elderly women. It can be play important role in improving the quality of elderly women’s life and enhancing the walking ability. Also whole body vibration exercise was more safer and well tolerated in the elderly. Also further study and more resonable research methods are required to understand the mechanism of whole body vibration exercise

하리자돈에서 분리한 대장균의 병원성에 관한 연구

김정규,정영채,Kim Jung Kyu,Chung Yung Chai 대한수의사회 1979 대한수의사회지 Vol.15 No.3

One hundred and fifteen strains of Escherichia coli were isolated' from suckling piglets of sow fed on food-garbage and their hemolytic property on horse red blood cells, necrotizing activity in rabbit skin and inflammatory activity in rabbit intestine by

크로스컨트리 스키 선수들의 고지대 훈련 조건이 최대운동능력과 적혈구 및 헤모글로빈에 미치는 영향

김정규(Kim, Jung-Kyu),이복환(Lee, Bock-Whan),김남정(Kim, Nam-Jung),최용철(Choi, Yong-Chul) 한국체육과학회 2013 한국체육과학회지 Vol.22 No.5

The purpose of this study was to investigate the effect of differential altitude training on cardiopulmonary function, blood variables in cross country skier. Fifteen well-trained male cross-country skiers were recruited from local high school and university. They usually trained 3-5 hours per day, 6 days per week through year. All subject randomly were assigned in two groups; 1) high altitude training condition, 2) low altitude training condition. In this study, LLTHL experimental condition group, hypoxia environment could play important role in the increase the RBC, Hb and maximal oxygen consumption(VO₂max), and increase the endurance exercise performance in the sea level. In summary, the high altitude winter training seems to being exposed to a hypoxia(low PO₂) to obtain the positive and unique benefits of exercise performance physiological in skier.

Chester Step Test를 통한 유산소 능력 추정치의 타당성과 신뢰성 검증

김정규(Kim, Jung-Kyu),양승민(Yang, Seung-Min) 한국체육과학회 2011 한국체육과학회지 Vol.20 No.5

The purpose of this study was to verify the validity and reliability of the Chester Step Test(CST), a sub-maximal test for the prediction of aerobic capacity, when compared to maximal oxygen consumption(VO₂max) measured during a treadmill test. All participants completed VO₂max treadmill test and on separate days, all of subjects completed the CST on two occasions(CST1 & CST2). Subjects were divided by two groups based on their VO₂max level(High aerobic capacity Group; age; 21.2±2.45 yrs, Height; 176.6±1.12 cm, Weight; 74.5±2.34 kg, VO₂max; 53.2±4.65 ml/kg/min; Low aerobic capacity Group; age; 21.5±3.88 yrs, Height; 176.8±2.45 cm, Weight; 78.4±4.77 kg, VO₂max; 40.4±6.77 ml/kg/min). During CST, subjects were required to step on to and a off 30 cm step at a rate set by the metronome beat on a audio cassette. The initial step rate was 15 steps per minute and every 2 minutes the tempo increased by 5 steps per minutes. The subject continued stepping until he reached 80% of their maximum predicted heart rate, or reported a rating of perceived exertion of 15 on the Borg scale, or reached the end of 10-minutes 5 stage test. There was a more higher correlation(r=0.805, p<.0001) between actual VO₂max and CST in the low aerobic capacity group than high aerobic capacity group(r=0.634, p<.001). The test-retest repeatability of CST was showed to be good(Chonbach a =0.92). In conclusion, the reliability of the CST as a field based test to detect improvements in aerobic fitness might be recommended. However, validity of CST to predict an actual VO₂max is questionable in the high level of aerobic capacity group. Futhermore, it is unclear whether or not the current results are applicable to three other recommended step heights.

[論文] 自動車 輕量化 재료의 현황과 특징

김정규(Kim Jung Kyu) 한국자동차공학회 1988 오토저널 Vol.10 No.4

로버트 로월의 『인생연구』에 나타난 종교적 갈등

김정규 ( Jung Kyu Kim ) 21세기영어영문학회 2015 영어영문학21 Vol.28 No.1

In the various assessments of Robert Lowell``s poetry, I would suggest that Robert Lowell``s religious conflict be an integral and consistent part of his works. As a young man, Lowell converted himself to Catholicism. But he retained an earlier interest in the religious philosophy and works of learned Puritans throughout his life as a poet and a man. In Lowell the two became reconciled. This religious motivation gave his style a determined boldness, supported by complexly disciplined language, symbol, and idea. In his poem Life Studies Lowell, expecting death, writes his own requiem while summing up his life``s achievement. These strong as well as peculiar characteristics of religion in Lowell``s poetry provide an overall and comprehensive vantage point from which readers of his poems better understand and appreciate his most complex psychology and his most intricate works of words. Therefore, Life Studies holds the key to a new understanding of Lowell and his poetry.

운동전 cooling 처치가 근육 손상과 최대근력에 미치는 영향

김정규(Kim, Jung-Kyu),조규권(Cho, Kyu-Kwon),양승민(Yang, Seung-Min) 한국체육과학회 2012 한국체육과학회지 Vol.21 No.6

The aim of this study was that effect of precooling treatment on muscle damage and maiximal muscle power. Ten subjects(age 22.5±1.25 years, Height 176.3±2.23 cm, Weight 72.4±1.23 kg, body fat 23.5±2.56 %, VO₂max 55.3±2.78 ml/kg/min) performed one 30-min self-paced cycling with three 30 seconds all-out sprints at 10-min intervals with and without lower extremities precooling. Precooling treatment completed two times for 5-min at 10℃ water bath. Peak power output(Watts and Watts/kg) and ratio of fatigue was measured by Wingate test. PSI(physiological stress index) was calculated by rectal temperature and heart rate variables. Blood CK and HSP72 was assayed for evaluating of muscle damage and heat shock. Precooling treatment would increased rectal temperature and the pick power(p<.05). Also precooling was allowed to attenuate the physiological stress index(PSI). There were significant different at the blood creatine kinase in precooling experimental condition(p<.05). In conclusion, it is less well documented how precooling enhances intermittent high-intensity exercise of short duration. It is clear that precooling does allow a greater rate of heat storage, but precooling is probably only beneficial for endurance exercise in warm and humidity condition rather than intermittent or short duration exercise. In response to precooling can alternate in peripheral neural activity occurred to prevent local muscle injury. Further investigation in which changes in multiple physiological systems are assessed systematically are required so that the underlying mechanisms related to the development of fatigue during various exercise intensities, and types such as intermittent high-intensity exercise in normal environment condition.