Past Issues

To find out characteristics of TV home shopping`s virtual space deepness styling, this study had analysis characteristics of space deepness which is showed on flat TV screen with actually aired 6 dinnerware sales case, at C* home shopping, March.2005~November.2010, and survey consumer`s emotional verbal image according to space styling character to get space deepness, which were shown on flat TV screen with camera angle, and research mutual relation with consumer preference. Also consumer`s typical emotional verbal images for each space styling images for brand dinner ware sales had been extracted with reliability analysis, factor analysis, and multi dimensional scaling MDS using SPSS. Styling characteristics of space deepness were contrast of size, layering, vertical arrangement, and perspective arrangement, and used camera angles were bird`s eye view, hi angle, and eye level. Result from the research is, highly marked consumer preferred styling material had a deep corelation to material`s main factor and perceived emotional verbal images. Therefore this research could bring forward to new consumer preferred styling characteristics according to camera angle. Furthermore, it will be possible to make a study of preferred styling material through evaluation of quantitative spectators of in this area.

keyword : TV홈쇼핑 브랜드 식기 판매 공간, 카메라 앵글의 공간 깊이감, 소비자 선호도, TV home shopping brand dinnerware sales space, space deepness of camera angle, consumer preference

We explore the priority between product attributes such as aesthetics and usability in consumer decision-making. In the recent study in Germany, consumers preferred a visually beautiful product but discounted the value of aesthetics in actual product choice (Diefenbach & Hassenzahl, 2009). In contrast to the individualistic culture which values personal needs(e.g., Germany), recognition from other members has great importance in the collectivistic culture (e.g., Korea). We propose that Korean consumers weigh greater value on the attribute easily perceived from the product appearance (i.e., aesthetics). We replicated the procedure of the study conducted in Germany. As expected, participants highly valued aesthetics rather than usability in product choice. As for aesthetics, participants were likely to choose an expensive but beautiful product; on the contrary a less expensive and less usable product were likely to be chosen as for usability (Study 1). Moreover, usability was sacrificed for aesthetics in the trade-off condition (Study 2). The participants who chose the beautiful product reported higher social recognition desire whereas no difference was shown with respect to usability.

keyword : 심미성, 사용성, 집단주의 문화, 사회인정 욕구, aesthetics, usability, collectivistic culture, social recognition desire

Three experiments were carried out to examine how LED lighting hues influence to the rating and recognition of affective stimuli. In Experiment 1 and 2, IAPS affective pictures were used and an affective rating(valence and arousal) task and a recognition memory task were conducted under red, green, blue, and white hue LED lightings in Experiment 1 and cyan, magenta, yellow, and white ones in Experiment 2, respectively. In Experiment 3, affective words were used and the same two tasks were conducted under red, green, blue, and white hue LED lightings. According to the results of affective rating tasks, when primary hues(RGB) were used, red LED lighting elicited an excitement at the arousal dimension and green LED lighting evoked pleasantness at the valence one. When secondary hues(CMY) were used, magenta and cyan showed the similar but weaker patterns of responses comparing to red and green. The results of recognition memory task showed that the responses to the picture stimuli presented at green and cyan hue lightings tended to be a bit faster comparing to the stimuli presented at the other conditions but the difference was insignificant. In Experiment 3, however, recognition memory responses to the affective words presented at green hue lighting were faster significantly. These results indicate that warm colors like red and magenta elicit unpleasantness or excitement while cool colors like green and cyan evoke pleasantness or relaxation, and the primary hues provoke more positive or negative affectivity than secondary ones do. Particularly, the result of recognition memory task in Experiment 3 suggests that green hue LED lighting might be advantageous at the memory performance of language stimuli rather than visual ones.

keyword : 감성조명, 국제정서사진체계, 정서단어, 정서평정, 재인기억, LED, affective Lighting, IAPS, affective words, affective rating, recognition memory

The purpose of this research is to compare and analyze visual images between the Real garment and the 3D garment simulation with the various fabrics of flare skirts and to analyze the correlation between mechanical properties and visual images. The picture images (printed on paper) of the Real garment and the 3D garment simulation of experimental flare skirts were shown to the evaluation group of women in their 20s majoring in clothing and textiles, and were evaluated by questionnaires with 32 adjectives. SPSS Version 12.0 statistics program was utilized to analyze data. Factor analysis, One Way ANOVA, T-test and Duncan test were used to investigate visual effect of the Real garment and the 3D garment simulation. As the result of conducting factor analysis on the visual appearance, the images were driven with five factors: ``drapeability``, ``attractive``, ``body compensation``, ``bulkiness``, ``activeness``. Visual images were significantly related with mechanical properties of various fabrics, and the visual images between 3D garment simulations and real garment differed with various fabrics and their mechanical properties. Visual images of silk and polyester group, cotton, linen and wool group were significantly related with weight and thickness of kinds of fabrics.

keyword : 실제착의, 3차원 의복시뮬레이션, 가상착의 이미지, Real garment, 3D garment simulation, Visual images

As the consumer market for odor products grows, companies producing healthcare products are beginning to pay more attention to the emotional aspect of an odor product in order to differentiate their products from competitors. In the following research, the affective effect of odor product was investigated while focusing on relaxation and working contexts using orange and pine scents, since these are typical odors in current domestic market. Two empirical studies were carried out. First, in experiment I, 18 subjects, all of whom were university students, spent 20 minutes sitting comfortably on a sofa while electrocardiogram assessments were made. After a five-minute break, in experiment II, the same subjects were provided with both arithmetic and geometric questions and their electroencephalogram readings was recorded from eight channels. All subjects participated in three sessions - no odor, an orange scent, and then a pine scent - with a minimum time interval of 24 hours. The results show that in the context of a pine scent, both the activation ratio of subjects` parasympathetic system and those of the Sensory Motor Rhythm waves and Mid Beta waves were at the highest peak. Therefore, the pine scent helped the subjects to feel more comfortable and more focused at the same time. In other words, it gave them a state of meditated attention. In addition, it was found that the right brain was activated twice the intensity when the subjects worked through the geometric questions, whereas both sides of the brain were activated in equal magnitude during the process of arithmetic tasks. This replicates previous studies of the functional aspect of the right brain - being responsible for spatial and creative thinking.

keyword : 방향 제품, 뇌파, 심전도, 휴식, 집중, odor product, electroencephalogram, EEG, electrocardiogram, ECG, relaxation, concentration

The current study examined brain regions associated with aesthetic experience to fractal images using functional MRI. The aesthetic estimations of the images showed that there is a general consensus regarding the perception of beautiful images. Out of 270 fractal images, fifty images rated highest(beautiful images) and fifty images rated lowest(non-beautiful images) were selected and presented to the participants. The two conditions were presented using the block design. Frontal lobes, cingulate gyri, and insula, the areas related to the cognitive and emotional processing in aesthetic experience, were activated when beautiful images were presented. In contrast, the middle occipital gyri and precuneus, the areas associated with experience of negative emotions, were activated when non-beautiful images were presented. The conjunction analysis showed activations in temporal areas in response to beautiful images and activations in parietal areas in response to non-beautiful images. These results indicate that beautiful images elicit semantic interpretations whereas non-beautiful images facilitate abstract processes.

keyword : 신경미학, 미적경험, 미적평가, 프랙탈 이미지, 기능적 자기공명영상, 측두엽, 두정엽, Neuroaesthetics, aesthetic experience, aesthetic judgement, fractal image, fMRI, temporal cortex, parietal cortex

Interactive media art can be said to be art in which audience participation and communication through interaction is considered to be most important Previously the role of the audience is to unilately accepted the artist`s message, whereas the role of the audience observing interaction media has been changed to the point of the producer, actively participating in completing the artwork through interaction. This study analyzed the interaction and communication between the audience and interactive media artworks from the audience`s point of view (in the view of reception theory) by the investigation of the case of the artworks that were on exhibition. Employing the exhibition interpretation medium with docent explanation and wall text was experienced how to improve audience`s communication when they watched the artworks. The docent explained the intention of artists and their artworks in the manner of storytelling and induced the audience to focus naturally on the artworks. As the result, the role of the exhibition interpretation medium was found to be significantly high in enhancing the degree of emotional communication with the artworks, so in this study I attempted to present that the role of the docent is an important factor for enhancing the audience participation and emotional communication through interaction with the artworks.

keyword : 인터랙티브 미디어아트, 감성 커뮤니케이션, 관객, 전시 해석매체, Interactive Media Art, Emotional Communication, Audience, Exhibition interpretation medium

In the present study was to examine the influence of cold stress conditions on memory function in relation with 5-hydroxytryptamine(serotonin, 5-HT), trptophanhydroxylase(TPH) expression and cell proliferation in the hippocampus. For this study, male Sprague-Dawley rats weighing 250 ± 10 g(7 weeks in age) were used. The rats were randomly divided into three groups(n = 10 in each group): the 22℃-control group, the 4℃-3 days group, the 4℃-5 weeks group. The environmental temperature at 22℃ set as the normal conditions, 4℃ was as the cold stress conditions. The present results showed that cold stress conditions shorten latency, representing cold stress disturbed memory function. 5-HT and TPH expressions in the dorsal raphe were increased cold stress. Neurogenesis in the dentate gyrus was increased under cold conditions. The present study revealed that cold stress exerted deteriorative memory function. However, through increasing of 5-HT, TPH and BrdU expression under cold stress conditions did not show memory enhancing effect.

keyword : 인지기능, 신경세포생성, 해마, 세로토닌, 추위 스트레스, Cognitive Function, Serotonin, Cell Proliferation, Cold Stress, Hippocampus

The development of ubiquitous healthcare technology and portable electronic devices requires new energy sources for providing continuous power supply. This study particularly focuses on an energy harvesting system capable of charging energy using clothing. One of the sources for energy harvesting is heat energy, which is the difference in temperature of the body and the surrounding environment. In this study, the skin temperature distribution of the human body was empirically measured to determine the basic materials needed to develop heat energy harvesting clothing. The distribution of skin temperature in different sections of the human body was analyzed. The analysis found that the skin temperature of the upper body was higher than that of the lower body. The area close to the heart with a lot of blood flow was especially high. The skin temperature of the back side of the body, such as the back of the neck, upper back, and waist, was higher than that of the front side of the body. As for the arms, the skin temperature of the upper arms was higher than that of the lower arms, and the skin temperature of the back side of the arms was lower than that of the front and the flank side of the arms. The difference in the average skin temperature and the environment temperature was highest at the back of the neck, and thereby is considered to be the most appropriate section to integrate the heat energy harvesting function and structure. The following sections had the next highest difference in values, listed in descending order: the back of the waist, the sides of shoulders, the front chest area, the front side of the upper arms, and the front abdomen. Based on the skin temperatures of the different sections of the human body, this study outlines the basic guidelines for developing heat energy harvesting clothing.

keyword : 인체표면 온도분포, 열전에너지 수확, 에너지하베스팅 의류, body temperature atlas, heat energy harvesting, energy harvesting clothing

This study aims to propose management items and implementation plans that can be used to manage the following topics: what components should be managed to ensure effective implementation of design leadership, which is critical to today`s business management? And are all parts of a company established in accordance with the brand concept, thereby ensuring brand-oriented design leadership? Firstly, this study divided the components of design leadership management into, in a broad sense, vision, culture and platform, established sub-components that should be considered in managing each higher component, and suggested implementation plans for each component. Secondly, the implementation plans for each component were classified into workforce structures, development of brand penetration programs, distribution of time and material resources and application of identity programs. Also, each classified item was further categorized and detail implementation plans for each item were suggested. The outcomes of this study can be utilized as guidelines to evaluate whether each component is properly managed in implementing design leadership. It is also expected that these will serve as useful guides for designers, managers and consultants.

keyword : 디자인리더십, 브랜드, Design Leadership, Brand