Augmented reality (AR) generates a enhanced and augmented reality by coupling virtual and real worlds. AR facilitates primary features: a permutation of real and virtual worlds, real-time interaction and an exact 3D process of virtual and real objects. AR offers a new level of interaction between their products and consumers by engaging them in a totally new environment. This study identifies the current state of AR marketing and future research directions. Concentrated on the marketing value of AR, the study enlightens the concept of AR marketing value, the role of value sharing, and opportunities and challenges creating customer value in the AR platforms.

Foehn damage on rice plant is one of the important abiotic stresses in eastern costal area of Korea. To know the relationship between foehn impact and morphological traits of rice, wind tunnel method was used with 106 rice cultivars. Less influencing traits on foehn were short panicle, large panicle number per hill, thin panicle neck, and the flag leaf of narrow, short and thick. Leaf pubescence reduced the impact on foehn. 'Naepungbyeo' belong-ed to foehn tolerant varietal group, while 'Ansanbyeo' belonged to the opposite group. Three levels of root cutting treatment with two rice cultivars were conducted to evaluate the foehn impact using wind tunnel. The severity of wind damages was followed the sigmoidal curve duration of wind tunnel treatment were prolonged. Different responses of root cutting to wind tunnel treatment could be used to evaluate the severity of the foehn impact. 'Naepungbyeo' was one of the less implausible cultivars on foehn. 'Nae-pungbyeo' showed tolerant response to wind under 21% root removing treat-ment (20㎝ root cutting), however 'Ansanbyeo' was wilted under the same treatment. In case of 35 % root removing treatment(10㎝ root cutting), both rice cultivars failed to alive against foehn wind.

Nonghobyeo', was derived from a mutant of Milyang 95, by pure line selection method, which was developed from the single cross between Chukei 1016 and Milyang 79, by the rice breeding team of National Yeongnam Agricultural Experiment Station (NYAES) in 19