This study investigates the effects of the type of advertisement, brand extension, and consumer innovativeness on the credibility of fashion advertisements. The factorial design is constructed as a 2(type of fashion advertisement: general vs. cross-media) × 2(consumer innovativeness: high vs. low) × 2(the type of fashion brand extension: similar vs. dissimilar) three-way mixed design in which consumer innovativeness is the between-subjects variable. Subjects of this study included 210 men and women in their 20s and 30s who resid in Seoul and had SNS experiences. Frequency analysis, credibility analysis, three-way ANOVA, and simple interaction analysis were conducted using the SPSS 20.0 statistics package. The results are as follows: First, the type of fashion advertisement had a significant effect on advertising credibility. Cross-media advertisements had a more positive effect than general advertisements on all of the dependent variables. Also, the type of brand extension and consumer innovativeness showed significant effect on advertising credibility and the interaction effect between the type of fashion advertisement and consumer innovativeness was significant. Lastly, the effect of different types of brand extensions on advertising credibility showed a significant difference according to consumer innovativeness. Thus, a marketing strategy using cross-media advertising is proven to be effective in gaining consumer trust for a fashion brand.

To evaluate the effects of benzo[a]pyrene (B[a]P), one of polycyclic aromatic hydrocarbons (PAHs), on in vitro oocyte maturation (GVBD) and sex steroid hormone production, maturing oocytes (oocyte diameters=0.74, 0.88 and 0.93 mm) of the longchin goby, Chasmichthys dolichognathus were incubated with B[a]P (1, 10 and 100 ng/mL) for 24 hours. After incubation, the oocytes were fixed with clearing solution (ethanol:formalin:glacial acrtic acid=6:3:1). The location of the germinal vesicle was observed under low-power magnification using a dissecting microscope. Steroids in aliquots of the incubation media were extracted twice using five volumes of ethylacetate:cyclohexane (1:1). Then, the T, E2 and 17α20βP levels were measured by RIA. In oocytes 0.74 mm diameter (vitellogenic oocytes), B[a]P had no significant effect on GVBD at the concentrations tested. In oocytes 0.88 mm diameter (fully vitellogenic oocytes), B[a]P inhibited GVBD significantly at 1 and 100 ng/mL. T production was decreased and the ratio of E2/T was increased significantly at 1 and 10 ng/mL compared with control. In 0.93 mm diameter oocytes (germinal vesicle located near the center of oocytes), B[a]P induced GVBD significantly at 10 and 100 ng/mL and decreased the ratio of E2/T significantly at 1 and 10 ng/mL compared with control. These findings suggest that B[a]P has different sensitivity to the oocyte maturation according to the oocyte diameters.