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서범석 한국현대문예비평학회 2004 한국문예비평연구 Vol.- No.15
This paper searches the brief history of Lee Hye Sook's life, who was an only woman poet of the Peasant Group poets in the 1930s, and examines 'femininity' in her poems. First, she was born at Yeoju, Gyeonggi-do in 1910, graduated from an elementary school, and married Im Yeon who was a poet and taught literature to her. In 1935, she won the prize of The Dong-A Ilbo literary spring contest and formed her poetic world based on the Cheondogyo thought. She represented femininity through her works of Cheondogyo poetry, peasant poetry, love poetry, and lyric poetry. Second, in 'Cheondogyo poetry', a sort of religious literature including the Cheondogyo thought, she represented 'femininity as a mother' and 'the consciousness for the emancipation of women', resisting subordinate relationship between man and woman. This poetic themes were formed from the Cheondogyo thought. Third, her peasant poetry revealed the characteristic of the enlightenment literature and represented the life of woman peasants. She focused the consciousness on 'productivity of woman', which resulted from recognizing both peasants and women as the same alienated classes. Fourth, her love poetry dealt with ardent yearning for her husband and expressed traditional 'obedient woman's consciousness'. They resulted from the special relationship to her husband and the teachings of Cheondogyo. And the love poetry as a pure lyric one showed woman's delicate emotion. Lee Hye Suk's poetic world is a structure being supported by two pillars, the Cheondogyo thought and femininity. It means that she always looked at the world through the lens of femininity and at the same time, wrote her poems with the Cheondogyo thought.
교통광고의 효과 측정 방법에 대한 탐색적 연구 : 디지털 택시표시등광고를 중심으로
서범석,강윤희,주형준 한국OOH광고학회 2020 한국OOH광고학회 학술대회 Vol.2020 No.6
본 연구는 교통광고의 효과측정 방법에 대한 탐색적 연구로서, 옥외광고에 일반적으로 활용되고 있는 일일유효접촉자수{(DEC) = (차량유동인구+도보유동인구) x 광고인지율}를 적용하는 것이다. DEC의 차량유동인구와 도보유동인구의 자료는 스마트폰 이용자를 대상으로 SKT의 기술지원을 받아 빅데이터를 추출할 수 있게 되었다. 또한 광고 인지율은 광고물에 대한 별도의 설문조사를 통해 해당 광고물의 소비자 평균 시청률을 조사하여 활용하였다. 또한 매체간 공고효과 분석이 가능한 CPM을 구하기 위해 DEC를 광보비로 나누고 이를 다시 1,000으로 곱하여 인구천명당 광고비를 구하였다. 이러한 접근방법을 현실화시키기 위해 CJ파워캐스트의 OMI(OOH Media Index)와 모토브의 DTAMS(Digital Taxi Advertising Measurement System)를 이를 수치화 하였다. 이제 교통광고도 객관적이고 신뢰할 수 있는 효과측정방법이 제시됨으로서 교통광고의 활성화가 될 것으로 기대된다. 더 나아가, 새로운 플랫폼으로서 주목받고 있는 디지털 택시표시등광고에 이를 적용해봄으로써 디지털 택시표시등광고의 효과적인 매체 집행을 위한 시사점을 제공할 수 있으리라 여겨진다. This study is an exploratory study on the method of measuring the effect of traffic advertisement, which is applying the daily effective contact number {(DEC) = (Vehicle Flow Population+Walking Population) x advertisement recognition rate which is generally used in outdoor advertisement. DEC’s data on vehicle flow and walking distribution can be used to extract big data from smart phone users with technical support from SKT. In addition, the advertising awareness rate was used by surveying the average audience rating of the advertisements through a separate questionnaire survey. Also, in order to obtain the CPM that can analyze the advertising effect between media. DEC is divided into advertisement cost, and then it is multiplied again by 1,000 to obtain the advertising cost per 1,000 population. In order to realize this approach, it is quantified by using OMI(OOH Media Index) of CJ PowerCast and DTAMS(Digital Taxi Advertising Measurement System) of Motov. It is expected that traffic advertisement will be activated by presenting objective and reliable effect measurement method.