This research examines how advertising message effectiveness differs depending on media types that provide fashion information among teenagers. Employing cloth consumption value and ‘fitness’ of fashion style, young people’s attitudes toward advertising and brand of fashion product were analyzed. Theoretical contribution and practical implication for fashion industry are discussed. Introduction Teenagers are an important consumer group in the clothing market, and the market size is expanding. They are more likely to absorb new information and respond to social influences, compared to other age groups. Thus, it is expected that teenagers are greatly influenced by the fashion information gained when making a purchase decision. In adolescence, the peer group is especially influential, as well as the media. Therefore, it is possible that their use of information source will differ from other groups. The most popular medium for Korean teenagers in recent years is social media. A Social Network Service (SNS) is a web-based service that allows individuals to build social relationships, providing a place for users to exchange information and opinions by providing a platform for communication (Boyd & Ellison, 2007). As development of mobile Internet technology, smart phone or tablet PC is commonly used in Korea and SNS becomes vital way for communication for young people. Most of teenagers are using SNS daily and exchanging their opinion each other. Recently, it attracts increasing attention for marketers to deliver advertising messages as a new marketing tool. Fashion companies widely employ SNS in their marketing activities to enhance brand images, retain customers (Cho & Park, 2012). SNS serves as a platform for “many-to-many” interactive communication, unlike traditional mass media for ‘one-to-many’ communication. Unlike traditional media, SNS has a wider influence on participants. Therefore, exactly the same message could be differently functioned by the advertising delivering system. This study seeks to look at how message effectiveness differs depending on the type of media that provides fashion information. As mentioned earlier, social media has distinct characteristics from the traditional mass media. Thus, even when it is the same advertising information, its impact on the consumer can vary when transmitted through the mass media and through social media. In addition, social media is a collection of various social platforms that share specific properties rather than a single media. Thus, depending on the type of social media, the same ad information can also be expected to elicit differing responses from consumers. In this study, female youth were studied as subjects of research. The survey method was utilized. This will allow us to explore the impact of various media on female youth's response on fashion advertisement. Understanding the sources of information important in youth will help develop effective clothing products marketing. The use of clothing sources varies depending on the group. Therefore, each vendor is expected to establish effective marketing methods through research on the use of the clothing information sources of the target audience. Theoretical Background Type of Media In this study, type of advertising media was mainly categorized as follows: Social Network Service (SNS) and mass media. More specifically, SNS was reassigned into three by characteristics of service such as network-type, share-type, and blog-type (Chung & Lee, 2015). Overall, four types of media were analyzed in this study and each service was represented by Facebook, Instagram, Twitter, and magazine ad in the order named. Social Desirability and SNS Along the development of Internet based technology (IT), ways of advertising placement became diverse and moved focus on IT based service including SNS. Especially for young people, fashion industries are willing to catch their eyes on SNS. By the nature, young SNS users are eager to search, blog, and share what they have earned on SNS for various reasons. Sharing fashion information is very important for young female. Their expressions on SNS mean what they are; what I eat, wear and so on. A fellow feeling, so called ‘we-ness’, is extremely essential for Korean young people. Looking alike does not only share collectivistic spirits, but also makes feel not fall behind the trendy style. Using SNS is one of the best ways of confirming their fellow feeling and at the same time it reduces peer pressure. From the domain of fashion marketing, research on communication had been mostly focused on mass media, and research on SNS communication, sharing of consumption information among consumers had been insufficient (Jun & Park, 2013). Fashion companies are recently trying to utilize SNS as a new alternative to have efficient effects with little costs. The SNS communication effect plays a large role in the consumption of consumers and analyzes the influence of SNS on the responses of the customers. SNS has the characteristic in which recommendations of friends or reliable acquaintances based on trust are important (Jung & Cho, 2016). Fashion Information Source and Clothing Consumption Value Consumers’ choice of clothing is based on the information gained. Information provided by the media or other people's clothing is the main source of decision making. In this case, the media and the surrounding people will become sources of desirable fashion style. Earlier, Cox(1967) classified the type of information sources as marketer-driven sources, consumer-driven sources, and neutral sources. Several scholars classified information sources as personal and non-personal sources, and direct observations and experiences (Andreasen 1968, Sproles 1979). Park and Yoo(2000) classified consumers according to fashion lifestyles and analyzed the sources of information that each group utilized. Each group tended to use different types of fashion information sources. Fashion-following group and personality-oriented group utilized more media and personal information, such as print media and television, compared to pragmatism group and conformity group. Personality-oriented group tends to use more direct observation than other groups. Conformity group showed the least use of mass media, purchase experience, observation, and interpersonal information source. This result shows that the types and degree of information used varies depending on the consumer’s fashion lifestyle. Research has found that clothing consumption value is one of the major variables which affect consumer’s use of information source. Among several classifications of consumption values, Sheth’s model is the most utilized model in Korea fashion academia (Han and Kim, 2002). Sheth et al. (1991) classified consumption values into functional value, social value, emotional value, epistemic values, and conditional value. Han and Kim (2002) classified consumer groups into 4 groups utilizing Sheth’s classification: the Conspicuous, the Epistemic, the Social/Conformitive, and the Indifferent. There were significant different among the four groups in information search process. The Conspicuous and the Epistemic more tend to search carefully the clothes inside the store or in the show window than other groups. The two group members answered that they make a decision based on my own tastes than the other groups. Research Questions and Hypotheses Based on the earlier discussion, we propose following research question and hypotheses. Research Question 1: Would advertising message’s effect on young people’s attitudes toward advertising and brand of fashion product be different, depending on their consumption value of clothing? Hypothesis 1-1: Consumers in different consumption values groups will show different response to the same advertising message delivered through different channels. Specifically, social conformity group are more likely to show positive attitude toward advertising and brand presented on network-type SNS than advertising and brand presented on other platforms. Hypothesis 1-2: The Expressive is more likely to show positive attitude toward advertising and brand presented on magazine than other groups are. Research Question 2: Would advertising message’s effect on young people’s attitudes toward advertising and brand of fashion product be different, depending on their age group? Hypotheses 2-1: Young women will have better responses to SNS-based ads than magazine ads to older women. Research Question 3: Would advertising message’s effect on young people’s attitudes toward advertising and brand of fashion product be different, depending on their perception of ‘fitness’ of their desired fashion style? Hypotheses 3-1: When they perceive the presented style on the ad does not fit to their desired fashion style, network-type SNS is more likely to get positive attitude from the social conformity group than from the other groups. Methodology This present study aims to investigate the effects of advertising message by operating delivering system on consumers’ attitude toward fashion advertising and purchase intentions. This research employed a 4 (consumption value of clothing: expressive, practical, unique, social/conformity) X 4 (Advertising media type: network-type SNS, share-type SNS, blog-type SNS, and magazine) X 2 (fashion style fitness: fit/not fit) between subjects factorial design. The survey was conducted on 200 more young females, aged 16 to 24. Main Discussion Points This study aims to investigate how a fashion product ad works depending on the type of media on which the fashion advertising presents. To do this, authors will compare the advertising effectiveness among magazine ad, Facebook (Network type SNS), Instagram (Share type SNS), and Twitter(blog type SNS). First of all, we are going to examine how each advertising medium works depending on consumer’s consumption values, their age, and the perception of fitness of their desired fashion style. Based on the results, the theoretical contribution and practical implication will be discussed. This discussion will provide us deeper understanding on how fashion industry utilizes advertising media when female youth is a major target group

본 연구의 목적은 디지털스토리텔링을 적용한 한국어교육 상황에서 여성결혼이민자의 스토리 생성과정에 나타나는 상황학습을 탐색하는 것이다. 이를 위하여 여성결혼이민자 2명의 참여자와 교사가 한국어를 학습하고 디지털스토리를 생성해 나가는 수업을 연구 사례로 보고 각 사례의 고유성을 이해하고 공통점 및 상이점을 살펴보고자 참여 관찰을 통한 질적 사례연구를 수행하였다. 자료 수집은 사전 설문지, 전사자료 및 학습활동 산출물, 학습자 면담을 포함하며, 분석적 귀납법에 따라 반복 분석 및 상황학습이론 고찰을 병행하여 스토리생성과정을 도출하였다. 본 연구는 삼각측정법, 조사자 위치기술, 참고자료 등을 통해 신뢰성을 확보하였다. 연구결과 상황학습 기반 디지털스토리텔링 환경에서 교사와 학습자는 스토리구술 및 디지털화를 위하여, 학습자 삶의 경험ㆍ생각ㆍ언어지식 등을 공유함으로써 상황적 지식이 보다 명료화되어가는 스토리생성과정을 살펴볼 수 있었다. 즉 학습자의 경험과 생각, 의미, 선행지식, 학습내용, 실생활 등이 디지털스토리텔링 활동 안에서 유기적으로 연결ㆍ확장됨으로써 상황학습이 이루어졌다. 제2언어 학습자의 스토리가 제2언어로 구술되고 디지털스토리로 재생성 되는 학습과정 이해를 통하여 상황학습을 위한 디지털스토 리텔링 학습 설계와 상황학습의 이해에 시사점을 줄 수 있을 것으로 기대한다.

소아는 방사선 감수성이 어른에 비해 높고 몸의 크기가 작아 어른과 같은 양의 방사선에 노출 되더라도 유효선량은 어른에 비해 더 높기 때문에 불필요한 피폭 방사선량을 줄이는 것이 매우 중요하다. 따라서 본 연구에서는 소아 두부 CT 검사에 있어서 피폭 방사선량을 경감할 수 있는 방법을 모색하고자 부산지역 병원들에서 시행된 년 간소아 두부 CT 검사에 대한 CT 선량지표(CTDI)를 국내 진단참고준위와 비교하여 분석함으로써 제안점을 도출하고자 하였다. 이를 위하여 부산시내에 설치된 CT 장비 중 소아 두부 CT 검사를 시행하며, 선량보고서를 PACS로 전송하는 24개 병원 28대 CT 장비를 대상으로 하여 소아 두부 CT 검사를 의뢰받은 10세 미만의 소아 2,043명을 후향적으로 조사하였다. 결과적으로 전체병원의 소아 두부 CT의 선량지표 CTDIvol의 평균값은 31.18 mGy, DLP는 444.73 mGy·cm로 나타나 진단참고준위를 초과하는 것으로 나타났다. 연령이 낮을수록 방사선에 대한 관리가 더욱 필요하다고 할 수 있는데 연구결과 6-10세 이하의 연령에 비해 더 낮은 다른 두 연령별에서 진단참고준위를 초과하는 환자수와 초과되는 비율이 높게 나타났다. 따라서 불필요한 방사선 노출을 줄이고 선량관리를 위한 노력들이 필요하다. 이를 위해 본 연구에서는 진단참고준위를 벗어나는 선량의 정도를 파악하고 초과되는 선량지표의 원인을 분석하여 선량감소를 위한 방안을 마련하고자 한다.

본 연구는 최근 자동노출제어장치에 의한 X선질 보정 및 다양한 수학적 보정 알고리즘 적용이 가능한 전산화단층촬영 장치를 이용하여 견부 강제 견인용 밴드의 사용 유‧무에 따라 영상의 질과 환자의 편의성 및 안정성 측면에서 견부강제 견인법에 대한 임상적 유용성을 제시하고자 하였다. 이를 위하여 경부 통증을 호소하는 환자 79명을 대상으로 견부 강제 견인용 밴드를 사용하기 전‧후의 측면 투영 scout 영상과 횡단면 영상을 획득하여 횡단면 영상의 일정 크기의관심영역 내의 화소 및 평균 HU 값을 비교하여 정량적 분석을 하였고 인공물과 해상도 및 분해능에 대한 임상 영상평가를 정성적으로 분석하였으며 환자가 느끼는 불편 정도를 자가 진단 설문 평가하였다. 결과적으로 측면 투영 scout영상에서 견부 강제 견인용 밴드를 사용한 경우 묘출되는 경추의 수가 증가되었으나 횡단면 영상의 관심영역 내에서견부 강제 견인용 밴드를 사용하기 전‧후에 대한 화소 및 평균 HU 값의 변화는 거의 없는 것으로 판단되었으며 인공물과 해상도 및 대조도와 관련된 정성적 분석 결과에서 관찰자간 특이한 결과는 보이지 않았다. 따라서 견부 강제 견인용 밴드의 사용에 대한 자가 진단 설문 평가에서 환자의 82.27%는 불편함을 호소하였으며 정량적 및 정성적으로 영상의 질을 분석한 결과에서 사용에 따른 영상의학적 이점은 없는 것으로 판단되었다. 최근 다양한 수학적 보정 알고리즘에 의한 전처리 필터 과정의 적용과 더불어 절편 두께의 감소 및 자동노출제어장치 등에 의한 선질 보정 등이 가능한전산화단층촬영 장치가 보급되면서 선속 경화에 의한 영상의 잡음은 문제가 되지 않을 것으로 판단되어 영상의 질에영향을 주지 않으면서 환자에게 불편함을 주거나 추가적 위험성이 있는 견부 강제 견인용 밴드의 사용은 더 이상 임상적 유용성이 없는 것으로 판단되었다.