본 연구는 소년원학교에서 실시하고 있는 문화예술교육의 효과를 검증하고자 하는 목적을 가지고 수행되었다. 문화예술교육의 효과성을 분석하기 위하여 실험집단과 비교집단을 설정하여 준실험설계를 하였으며 통계적 검증을 위해 독립표본 t검증을 실시하였다. 또한 실험집단과 비교집단 별로 사전측정치와 사후측정치의 변화를 확인하기 위해 대응 t검증을 실시하였다. 소년원학교 문화예술교육 참여자인 실험집단 청소년과 비참여자인 비교집단 청소년을 대상으로 심리적 측정을 실시한 결과, 소년원학교에서 문화예술교육에 참여한 실험집단 청소년은 문화예술교육을 받은 이후 즐거움과 사회성, 자아존중감, 문화예술 선호성은 통계적으로 유의하게 증가하였으며, 스트레스는 통계적으로 유의하게 감소하였다. 비교집단 청소년의 경우, 즐거움, 사회성, 표현력, 자아존중감, 자기조절력, 스트레스, 충동성, 공격성, 문화예술 선호성의 모든 측정요인에서 통계적으로 유의한 변화는 나타나지 않았다. 다시 말해 소년원학교 문화예술교육은 소년원학교 청소년들의 즐거움, 사회성, 자아존중감, 문화예술 선호성을 증진시키고, 스트레스를 감소시킨다고 할 수 있다. 이러한 연구결과를 바탕으로 소년원학교에서 진행되는 문화예술교육에 대한 제언 및 한계를 제시하였다.

다문화 현안은 세계화로 인해 파급된 현상으로 우리 사회가 경험하고 있는 다양한 사회 현상 속에서 풀어야 할 과제이다. 그럼에도 불구하고 이에 대응하는 우리의 시각은 다문화 사회가 자신의 삶에 미칠 영향력이나 자신 의 관심과 의미와 연결해서 해석하지 못하고 있어서 마치 외국인들을 위한 아니면 외국과 연관된 사람들만의 사 회라는 인식이 만연되어 있다. 이 연구는 다문화 사회가 안고 있는 과제에 대처할 수 있는 교육을 다문화 감수성 교육이라고 규정하였다. 그 리고 세계시민으로 살아갈 미래 사회의 주인공인 청소년을 대상으로 청소년의 인지적, 정서적, 행동적 특성을 고 려한 다문화 감수성 교육 프로그램을 개발하고자 하였다. 체험 중심의 동아리 활동을 통하여 다문화 이해와 체험 활동 및 교류 활동을 통하여 다양한 문화를 수용하면서 조화롭게 살아가는 공감과 소통의 능력을 신장하고자 하 였다. 또한 다양한 문화를 소유한 사회와 다양한 인종이 서로의 다름을 인정하고 세계시민으로 살아가는 다문화 감수성을 함양하여 미래사회의 인재를 기르고자 하였다. 체험 중심의 동아리 활동으로 다문화 감수성 함양을 위한 프로그램을 개발, 적용하면서 다문화에 대한 학생들 의 인식의 변화를 관찰할 수 있었다. 우선 다른 문화에 대한 거부감을 극복하는 과정이 의미 있었다고 할 수 있 겠다. 차별과 편견을 극복하는 것을 시작으로 자신과 타인에 대한 긍정적인 정체성을 회복하고 함께 살아가는 세 계 시민으로서 개방과 통합의 자세를 갖게 되는 변화를 경험하였다. 특히 글로벌 규범을 바탕으로 글로벌 의식이 성장하고 소통과 협력의 역량을 개발하여 자신이 몸담고 살아가는 세상의 문제에 참여하고 세계 시민의 태도를 실천하는 성장 과정을 경험하였다.

Objective: To explore the medicinal and health value of tea, to deepen our understanding of using tea as a form of therapy and its cultural connotation, and to provide an effective therapy within the field of natural healing. Methods: This paper aims to reveal the special value of tea therapy and its cultural connotation by looking back on the history of tea culture and basing the research on traditional Chinese medicine literature. This paper looks back upon the important books of traditional Chinese Medicine and tea theory to analyze the health effects of tea and the historical changes of the methods of using and drinking tea. At the same time we explore the medicinal effect of different varieties of tea and how they affect different groups of people. Through the analysis of the relevant social and cultural background, that is, the unique natural and human environment of China, including the influence of Confucianism, Buddhism and Taoism on how drinking tea improves health, we discuss the unique role of tea culture in improving health. Conclusion: Using tea therapy to improve health has had a long history in China, and its medicinal history can be traced back to the period of Shen Nong, which was thousands of years ago. The medical books and tea books of the past dynasties all recorded the medicinal effects of tea. Tea is the most common health drink. Tea has been integrated into Chinese Medicine throughout the ages, such as taking medical herbs with tea, or drinking Chinese medicine as tea drinks. Tea therapy can be used by different means, such as oral administration and external use. As for the methods of drinking tea, they have evolved from boiling tea to brewing tea. New tea making methods not only make its application more convenient, it also improves the medicinal value of tea. Now days, there are six main kinds of tea in China, and each of them have their different medicinal effects and the best way to drink them. Tea therapy is not only the substance of tea itself. It also includes the environment (nature and people) in which the tea is drunk and the tea’s cultural connotation. These make up the main components of tea therapy. The natural integration of the physical and cultural qualities of tea is the highest realm of tea therapy.

In response to growing instability and a perceived over-commercialization also of luxury brands, there is a trend among consumers to search for meaning and for experiences that feel genuine. The “humanization” of brands may feed the consumers growing desire for authenticity. This paper combines the brand personality concept and brand anthropomorphization and introduces the notion of personality-driven brand management especially for luxury brands and high-end cultural and creative businesses. After an introduction into the concept of brand personality, and with reference to identitydriven brand management, we explain what personality-driven brand management actually means. When the focal point of brand management shifts to the enlivened brand, the brand personality becomes the main source of inspiration for brand-building and influences all branding decisions. With personality-driven branding, managers may leverage the full potential of brand anthropomorphization. For instance, it can help to turn the brand into a strong character, which can spark the employee’s enthusiasm and thus also the customer’s passion for the brand. As a prerequisite of (internal) brand anthropomorphization, managers need to decide what kind of person they would like their brand to represent. For this purpose, they can consult a framework of brand personality dimensions for some guidance. A central part of this paper is a study about the major dimensions of luxury brand personality. Results suggest that there exist five distinct luxury personality dimensions including tradition, modesty, elitism, eccentricity, and sensuality. They help brand managers to develop distinct brand personalities by encouraging them to decide between contrasting traits. After presenting the major strategies to bring a luxury brand personality alive, the paper discusses the benefits of personality-based brand management and concludes with some major lessons learned.

Since 2008 to 2014 the operating margins of Chinese traditional retail industry went a sustained downward. Instead, the operating margins of online-store have been the sudden explosion. In this case which online-store sale the same products with traditional market, my research try to find out how to improve the state of traditional market since 92.5% practitioners of retail industry are doing their business in traditional market. Customer equity can estimate customer lifetime value for the company (Rust et al, 2004). The firm can make proper marketing strategy with customer equity. Customer equity can both satisfy consumers and make a profit for the company (Lemon et al., 2001).So we built a model to connect service quality and customer equity to study how to prove the competitive power of traditional market. In this paper we used customer satisfaction and brand attitude as mediating variables since Store brands have become an important contributor to retail differentiation and basis for building store loyalty (Dodd and Lindley, 2003) and in retail market customer equity varies with customer satisfaction( Pappu and Quester 2006). Considering that Chinese economic growth rate was slowing down, traditional market is being a priority for Chinese Government to relieve severe export pressure and employment pressure. In this research we would like to study the relationships among service quality, customer satisfaction and brand attitude and how they influence customer equity in traditional markets. For this purpose we built a model which composed by service quality, satisfaction brand attitude and customer equity and tested it. The survey was collected from traditional markets in China and South Korea and the data was analyzed by AMOS and SPSS.

The personal luxury goods market in the Middle-East is the 10th largest in the world, right before Hong-Kong and Russia, which are both well-established markets for luxury products (D’Arpizio, Levato, Zito & Montgolfier, 2015). However, luxury consumer behavior consumption in the Middle-East and its influencing factors have largely been left unexplored. This paper builds on previous research among German luxury consumers and investigates the formation of brand love and its impact on willingness-to-pay among Arab luxury consumers. Compared with the German study, it is found that Arab luxury consumers show weaker brand love tendencies. In addition, materialistic characteristics and tendencies for conspicuous consumption among Arab consumers strongly influence brand love in the context of luxury fashion and accessories, which confirms previous findings. Results further document that for Arab luxury consumers neither conspicuous consumption tendencies nor brand love can be interpreted as a predictor for an increase in willingness to pay. Hence, for those consumers, long-lasting emotional consumer-brand relationships are not responsible for generating additional profits and do not explain why the willingness to pay for luxury goods was significantly higher among Arab consumers. Finally, results indicate that though some elements of luxury consumption are shared among German and Arab luxury consumers (e.g. fashion involvement, the evaluation of particular brands, gender and brand love tendencies) there are significant differences in terms of e.g. brand preferences, general willingness to pay for luxury fashion and accessories and willingness to pay for conspicuous luxury goods. This research provides insights into the formation of brand love among Arab luxury consumers and how it informs luxury consumption. Moreover, it sheds light on similarities and differences across the two samples and increases the understanding of luxury consumption in a broader geographic context.

The concept of „Sustainability‟ has become as major concern and it used by consumers and corporations to convey the concept of taking care of the environment. Environmental concern has led to sustainable consumption in a variety of product categories, such as electricity, textiles, apparel, food, and grocery products (Chan, 2001; Harrison, Newholm, & Shaw, 2005; Vermeir & Verbeke, 2006a, 2006b). Interest of the negative environmental impacts are rapidly increasing in present fashion business and consumer behavior has become a rising concern of the consumption and fashion supply chain to apply sustainable consumption (Birtwistle & Moore, 2007; Fineman, 2001). The environmental and social concern recognized in fashion industry from 1990‟s. However, the complexity of conceptual definition of sustainability and ecologically responsible consumer generates different and mistaken perception to consumer. In addition, in fashion industry, the terms of „eco-fashion‟, „environmentally friendly fashion‟,„green fashion‟, „ethical fashion‟, and „sustainable fashion‟ are frequently used interchangeably to describe the same concept. These interchangeable terminology is leading to confusion of the readers by the non-unified terminology (Choi et al., 2012). Also, consumers seem to have narrow scope and little understanding of sustainable fashion. In general, consumers focuses on environmental aspect not the wide-range of complexity of environment, social, and economical concern (Cervellon, Hjerth, Ricard, & Carey, 2010). The growing number of fashion brands are leveraging on green branding initiatives. Green marketing is increasing rapidly in corporate aspects and for a consumer perspective, global consumers are recognizing a personal accountability to take responsibility for social and environmental issues. Despite the fact many of individuals‟ willingness to purchase green products has increased in the last few years, however, there is limited studies suggest that purchase of green or sustainable products. Consumer research on sustainable fashion has mainly focused on consumer behaviors towards sustainable fashion products (SFPs); however, relevant studies that examined the whole process of the predicting proenvironmental behavior cross nationally value and the eWOM are still scarce. The purposes of research model are 1) to identify the determinants of eWOM intention on consumers' purchase intentions, 2) to examine the information adoption process as precursors of purchase intention of sustainable fashion, and 3) to testify different message types effects to information adoption process.

Introduction In the contemporary business environment, fashion companies ought to cope with fundamental changes marketing communication has conventionally been performed. In response to shifting socio-demographic, environmental and market-related conditions, gradually new forms of fashion promotion have evolved (Fill, 2006). Nowadays, the global fashion industry experiences a reduced dependence on mass media advertising and an enlarged reliance on dialogic, relationship-oriented and digitally grounded communication methods (Chitty, Barker, Valos & Shimp, 2012). Against this backdrop, it is irrefutable that social media technologies have been remarkably transforming the ways in which modern-day fashion communication is practiced (Brennan & Schafer, 2010; Funk et al., 2016; Dillon, 2012; Saarinen, Tinnilä & Tseng, 2006). The competitive and widely saturated apparel market is facing an era of intensive proliferation of brands, an epoche of awe bombardment of advertisements, which makes a well-though-out communicational strategy ever more imperative, particularly in a cross-cultural context (Dillon, 2012). Yet, studies that analyze the importance of social media in relation to traditional means of fashion communication are scarce. Even though, empirical introductions start being made to this explicit issue, considerable research deficiency subsists in the realm of cross-cultural fashion communication and social media optimization. Therefore, the rationale of this paper at hand is to contribute to balance out this research gap by providing evidence from four countries.

E-commerce is a global phenomenon that reshapes retailing and the appropriate multinational corporations. The goal of this study is to get a better understanding of the relationship between online customer reviews (OCRs), sales and sales after returns in the cross-national and cross-cultural context. We discuss our hypotheses by empirically analyzing a large and unique data set from a European fashion e-commerce company. This study links a wide range of transaction data (0.8 billion page clicks, 17 thousand different products, 499 brands, 50 product categories, 22 million sold and 11 million returned items) from six different countries (Austria, France, Germany, Italy, Netherlands, Poland) with a large set of OCRs (0.7 million). Our results show that positive OCRs can lead to higher sales and sales after returns with considerable cross-country differences. We argue that differences in culture provide a substantial explanation for these effects by using Hofstede's cultural framework.

The main objective of this study is to compare the difference of consumers’ perception on brand context. The focal factors are brand equity, brand personality and perceived customer value. This would enhance the knowledge of cross-cultural brand equity and brand personality, especially in Fast-Fashion industry. In addition, the findings of this study show that, for a brand in different marketing context, how customers perceive the brand and contribute it to their value. The sample size of 800 consumers is applied (400 Japanese consumers and 400 Thai consumers. The focal brand is randomly selected by the researcher. The Structural Equation Modelling with multiple group analysis would be conducted for examining the differences of consumer perception on a Fast-Fashion brand. All major model fits indicator would be evaluated. Finally, the results of the study would be discussed.

Fast fashion refers to a strategy to respond to the latest fashion trends by short production and distribution lead times, limited supplies and rapid inventory turnover rates. Whilst research on fast fashion mostly investigates producers’ side, e.g. supply chain, scholarship exploring consumers’ side of fast fashion remains limited. In addition, research on fast fashion consumption tends to neglect similarities and differences of consumers (e.g. needs, wants, desires, and demographic characteristics) in different parts of the world, particularly developed and developing economies. The aim of this study is threefold: Firstly, by focusing on the emergent Turkish market and the established Finnish market, it analyses and compares fast fashion consumption of Turkish and Finnish consumers. Secondly, through qualitative and quantitative studies, it reveals the components of fast fashion consumption, which include appearance management, repeat visiting behavior, product use duration, interaction with social media, impulse buying, willingness to pay full price, hedonic consumption, and fashion involvement, and develops a scale for measuring fast fashion consumption. Thirdly, it evaluates the impact of each component and examines the influence of demographic variables on fast fashion consumption. The findings demonstrate both personal and national differences in the components of fast fashion and point to a need for an in-depth, cross-cultural study on ethical and environmental issues related to fast fashion consumption.

This paper attempts to bring the rather dated concept of Cultural Capital (CC) from the sociology literature to luxury retailing; it argues that Visual Merchandise Display (VMD) can enhance the consumers’ intentions to purchase luxury brands but this influence is stronger for consumers with higher CC than for those with lower CC. In particular, we develop a psychometric scale to measure CC and empirically and quantitatively investigate in two experiments the impact of VMD on consumer purchase intentions and the moderating role of CC. Walking first into TK Maxx and then into Harvey Nichols, one could assume that brand perceptions are affected not by the merchandise but rather by the store environment and particularly the way in which the products are visually presented to the consumers. In 2013, Karen Miller announced a substantial remodelling of its stores, including a change in their look to communicate ‘affordable luxury’ (Felsted, 2013). Although the luxury marketers seem to understand the importance of the display in influencing consumer perceptions, academics yet admit to knowing very little about the role of visual merchandising and display on the mechanisms of luxury brand consumption (Joy, Wang, Chan, Sherry, & Cui, 2014). Emerging research in the luxury retailing literature focuses on and explores qualitatively the role of ‘museological’ product presentation techniques in building and sustaining a luxury brand image (Dion & Arnould, 2011; Joy et al., 2014). However, till now, it has not considered that people can differ in their ability (i.e., ‘connoisseurship’) to decode and appreciate such display techniques, which often require substantial investment in fixtures, expensive materials, or complicated designs or architecture. This paper argues that the success of many newly introduced marketing communication techniques, including the tendency of contemporary branding to ‘subtly’ communicate the understated cleverness of a brand, can be subject to the consumers’ level of CC. CC refers to human culture and constitutes an individual characteristic that encompasses consumer’s intangible cultural assets and resources, such as knowledge, personality traits, and values, which manifest via consumers’ lifestyle choices and affect the way they think and act (Bourdieu, 1984; Blackwell, Miniard, & Engel, 2001). We argue that in luxury retailing, where ‘brand museums’ (Hollenbeck, 2008), ‘museological’ product presentation techniques or simply ‘museum like displays’ (Joy et al., 2014) and collaboration with contemporary artists and creative directors (Dion and Arnould, 2011) have been pointed out as new formats of in-store communication, CC can play a crucial role in explaining whether and how much consumers’ purchases can be actually affected. The marketing literature, to date, however, misses a contemporary continuous measure to assess consumers’ CC. In their effort to avoid limitations embedded in prior conceptualisations of CC— which mostly concern its supposed static and inherited nature (McQuarrie, Miller, & Phillips, 2013) —, many studies of consumer behaviour tend to assess CC qualitatively and set criteria to dichotomise a sample into two groups who are somewhat arbitrarily classified as people with either high or low CC; or, they only approximate CC by assessing the participants’ knowledge in a specific field of consumption, which is often a crude proxy for CC and pre-supposes the consumers’ interest-involvement in the investigated field of consumption (McQuarrie et al., 2013). For example, the literature on luxury brands tends to replace CC with fashion knowledge (e.g., Berger & Ward, 2010). Nevertheless, the researchers recognise this replacement as a limitation of their studies and a poor operationalisation of the concept of CC (Berger & Ward, 2010). The present research has three objectives. First, rather than dichotomising people into high and low CC groups, it acknowledges CC as a continuous variable and develops a contemporary psychometric scale to measure the extent to which people within the same culture differ in it. Second, it aims to provide a conceptual framework for understanding a set of mechanisms that explain how consumers’ purchase intentions for a luxury brand can be affected by specific VMD cues which are used for displaying it. Last and more importantly, we want to validate the newly introduced scale in a final experiment that tests whether the process whereby VMD indirectly increases the purchase intentions for luxury brands, depends positively on the consumer’s CC. The first study, which incorporates a qualitative inquiry as well as a purification and a validation study and uses multiple samples, succeeds in developing and validating a psychometric CC scale. In the second study, by conducting an experiment, we develop a model which explains how a combination of specific high-image VMD cues that form a museum-like display affects the consumers’ luxury brand purchase intentions by increasing consumers’ perceptions of luxury and by decreasing their perceived personal risk. This study’s model is, then, re-estimated in the final study after introducing into it the measure of CC. In this experiment, the strength of the basic relationships was found to be contingent on CC, suggesting that consumers with higher CC tend to be more strongly influenced by the store environment cues. Although we recognise that for many consumer behaviour studies in the marketing literature, consumers’ knowledge in fashion represents sufficiently well the concept of CC (e.g., Berger & Ward, 2010; McQuarrie et al., 2013; Parmentier, Fischer, & Reuber, 2013), we show that this might not be the case in the context of store atmospherics. In particular, we test the influence of both CC and fashion knowledge by introducing them together into the same model. Interestingly, CC is found to behave differently and to some extent oppositely to fashion knowledge in influencing consumers’ store-induced perceptions and purchase intentions for the luxury brand on display. The identification of specific VMD cues that form what the luxury retailing literature rather vaguely describes as a ‘museological presentation’ and the measurement of their combined effect as a ‘museum-like display’ on the consumer’s perceptions and behavioural intentions can have important implications for both the offline and online retailers. Our findings can also inform the contemporary brand communication methods, such as the brand’s representation in social media (e.g., in pinterest). Moreover, the measurement of consumer’s level of CC can allow brand managers and retailers to identify receptive segments and make more efficient resource commitments to VMD. Investment in VMD elements can then be better matched to the anticipated target market to avoid either over- or under spending on it. Sales forecasts can also become more accurate if CC could be assessed and considered along with the employed in-store and digital product presentation methods.

Consumers around the world are increasingly categorized by parallel needs and similar longings which lead to an ever-more homogeneous global market (Chan, Li, Diehl & Terlutter, 2007; van Ittersum & Wong, 2010). The acceleration of global consumer assemblies has concurred with the occurrence and upsurge of global citizens and consumer cultures (Gao, Mittal & Zhang, 2015). Yet, many researchers still claim that cultural differences have to be considered to grasp buying customs of global (fashion) consumers (Tahmid, 2012). The rationale of this paper is to balance out this research gap and to contribute to the current debate of global vs. local (Cleveland, Papadopoulos & Laroche, 2011; Askegaard, Arnould & Kjelgaard, 2005; Arnett, 2002) fashion consumer lifestyle segments with joint or divergent dominant apparel purchase motivations. Motivational factors influencing apparel purchase behavior can be separated into rational, emotional (perceptional) and patronage motives (Diamond, 2005). In the main, Sproles & Kendall´s consumer characteristics approach (1986) provided the conceptual foundation of the present study of fashion consumption motivations (fashion referred to as apparel & clothing), partially modified to suit the peculiarities that mold fashion consumption. The total of 23 motivations is made up of 15 multi-item scales and 8 single items that complement the fashion-specific range of motivational drivers. Especially referring to fashion purchase motivations, countries like Germany and Austria (despite their prosperous market economies) have so far been markedly neglected and even for France, although universally recognized as the leading country for fashion, in-depth research on motivational parameters shaping individual shopping activities is scarce. Likewise, investigations on American (a nation with intense spending capacity) fashion purchase motivations are extremely seldom. The objective of this paper is threefold and expressed through the following three research questions: (1) What are important lifestyle cluster characterized by central fashion motivations? (2) Can representatives for each cluster be found in all countries? (3) Are there country specific differences which point to either global or local fashion consumer segments? The predefined set of fashion consumption motivations was put to test via an online quantitative consumer survey. The questionnaire was delineated in three languages, using a translation-back translation procedure and was thoroughly pre-tested. Altogether, 693 non-student individuals (482 females, 211 males; from 18 to 87 years of age) participated in the survey, equally distributed across countries, ages and gender among the four nations (despite the fact that quota sampling was used). Subjects were asked to evaluate the total of 23 fashion consumption motivations on a 7-point Likert scale. A factor analysis was conducted for each of the established multi-item scales (with a CA value of mostly above .70). Measurement Invariance (Steenkamp & Baumgartner 1998) across the four countries was assessed. Subsequently, a cluster analysis was carried out using the Ward algorithm, incorporating all 23 fashion consumption motivations to acquire a more detailed description of the consumer segments. Five consumer clusters were extracted through Elbow criteria: (1) pragmatic, socially-conscious, brand loyals (n= 195), (2) sustainable fashion shoppers (n=127), (3) detached fashion disinterested (n=128), (4) passionate, luxury-status fashion-leaders (n= 107), and (5) experiential fashion adventure-seekers (n=136). Country-wise, significant differences are manifested between the consumer segments, X²(12, 693) = 69.12, p=.000. Findings portend that consumers in all research countries can be allocated to one of the five clusters. This condition leads to the clear presumption that global consumer fashion consumer segments do exist. Nonetheless, some national divergences become evident. Particularly if a fashion brand or company intends to address a target group affiliating to the consumer cluster 1: pragmatic, socially-conscious, brand loyals, cluster 2: sustainable fashion shoppers or cluster 3: experiential fashion adventure-seekers, national differences need to be taken into consideration. Markedly, a pragmatic positioning appears to be most auspicious to target American and also French consumers whereas a sustainability and ethnocentric orientation seems to be substantially promising to reach German and also Austrian consumers, demonstrating that a complete standardization of a fashion firm´s positioning through the transnational appeal of dominant consumption motivations seems not yet to be advisable. Further implications, limitations and directions for future research are available upon request and will be addressed more thoroughly at the conference.

Accepting that luxury stands for timeless, my contribution sets out to address and clarify the issue by analysing three questions from the semiotic perspective of luxury branding. The first is, from where does luxury speak in Bulgarian context of so-called "Bulgarian rose" product? The second is, what is the luxury branding mechanism whereby philistine's culture change? The third is, how might we conceptualise the relationship between the timeless in production of luxury discourse and transformative role of philistine's culture? To celebrate the uniqueness of Bulgarian product in luxury, it is almost as dangerous a concept as intention. It belongs to many disciplines, including psychology, sociology, and semiotics. Drawing upon the works of standpoint Greek philosophers (Plato "The Republic", 380 BCE) and semioticians (Algirdas J. Greimas, On Meaning, 1987), the discussion of implementing luxury advertising in every corner of the business world is confronted by quite serious challenges. After an introduction to the topic, the discussion will be followed by analyses of concrete examples focusing on the cultural heritage resistance. Although the inquiry is conducted from one particular standpoint — luxury branding, the observations and suggestions it makes regarding education, cultural heritage and luxury advertising campaigns will lead us to conclusions at theoretical level of interpretation on renegotiating the future direction of acquiring knowledge in the ambiguous significance of luxury.

본 연구는 고온 등숙으로 인해 미질 저하가 큰 벼 조기재배 실시에 적합한 재배법 개선을 위하여 품 질향상을 위한 재식방법을 설정하기 위하여 수행하였다. 재식거리 30×14cm 이앙구에서는 포기당 재식 본수가 3, 5, 7로 증가할수록 초장은 감소하고, 경수는 증가하였으나, 재식거리 30×18cm 이앙구에서 는 재식본수가 증가함에 따라 초장 및 경수가 증가하였다. 재식거리 및 재식본수에 따라 간장 및 수장 의 차이는 적었으나, 재식본수가 적을수록 수수는 적었고 입수가 증가하였으며, 재식거리가 증가함에 따라 수수 및 입수는 증가하는 경향이었다. 이앙구 간 쌀 수량에 따른 통계적 유의성은 없었다. 완전미 수량에서는 재식거리 30×18cm 이앙구에서 싸라기 및 분상질립 비율이 낮아 완전미의 비율이 높은 경 향이었고, 3본 이앙시 403kg/10a로 완전미 수량이 가장 높았다. 재식거리 30×18cm 이앙구에서는 단 백질 함량이 감소하고, 취반미윤기치 값이 증가하여 식미 개선의 효과가 있었다. 이러한 연구결과를 종 합해보면, 벼 조기재배에서는 재식밀도가 낮은 넓은 재식거리(30×18cm)에 개체수가 적은 3본으로 이 앙하는 방법이 조기재배에서 발생하는 문제점들을 개선시킬 수 있을 것으로 판단된다.

Lentinula edodes is a very important edible mushroom and is widely cultivated in Asian countries using a large number of varieties. National Institute of Forest Science (NIFoS) conducts Golden Seed Project to develop new shiitake varieties and we examined cultural characteristics of seven candidate strains compared to three existing cultivars. As a result, optimal growth temperature and mycelial growth on potato dextrose agar (PDA) for seven days at the optimal temperature were 27°C, 55 mm in Sanbaekhyang, 27°C, 50 mm in Sanjo701ho, and 25°C, 49 mm in Sanjo707ho, respectively. Five of the candidate strains except NIFoS 3309 and 3310 showed the highest growth at 25°C. Mycelial growth of NIFoS 2889 and 2905 showed the fastest (60 mm) and the slowest (32 mm), respectively. Six strains showed bulging on surface of media in sawdust bag cultivation for 30 days. In particular, the cultiver, Sanjo701ho had heavy bulging. Four strains (NIFoS 624, 971, 3310, and 3363) did not show bulging and NIFoS 971 grew slower than the others. Keywords : Browning, Characteristics, Lentinula edodes, Mycelial growth, Tunicate

This article focuses on the Korean claim for repatriation of cultural property currently located in Japan. Through an analysis of the relevant rules of international law, it demonstrates the established norm that the predecessor state is not obliged to repatriate the cultural property acquired in and exported from the annexed territory. It further shows that, even if Japan had not annexed the Empire of Korea and just occupied it, the repatriationists’ claim would not hold water, as the question has been conclusively settled by a bilateral agreement between Japan and the Republic of Korea. Considering that the parties to a settlement should refrain from subsequently relitigating the matter, the author concludes that cultural property, which can be a powerful ambassador for promoting mutual understanding, should be dealt with in the framework of forward-looking cooperation, including mutual loans and possibly the creation of a multinational museum.

During the Japanese Occupation of China (1931-45), countless Chinese cultural relics were simply destroyed or looted in accordance with Japan’s notorious ‘Three Alls Campaign,’ also known as ‘Burn all, loot all, and kill all’. Due to the 1972 Japan-Chian Joint Communiqué, however, the Chinese Government renounced its demand for war reparation from Japan. The question then becomes whether, when the Chinese Government renounced its claims for war reparations in a peace treaty. Chinese individuals still have a means to vindicate their rights to request restitution of Chinese cultural relics from Japan. The primary purpose of this research is to tackle two questions: First, was the taking of Chinese cultural relics during the Japanese Occupation prohibited by law? Second, can the Chinese individuals legally require the restitution of looted cultural relics? This paper handles a case of a 1300-year’s old Tang dynasty stele in Japan which has been asked to hand over to China since 2014.

The Treaty on Basic Relations between the Republic of Korea and Japan was signed as a result of Korea-Japan talks from October 1951 to June 1965. Article 2 of the Korea- Japan Basic Treaty stipulates the so-called “Article Related to the Former Treaties and Agreements.” A compromise was adopted with the term, “already null and void.” As regards this expression, Japan asserts that the period of Japanese occupation was once valid, while Korea maintains that it has been “fundamentally null and void.” So, the meaning does not change even if ‘already’ is inserted in the beginning. Korean cultural properties taken away to Japan during the period of Japanese occupation should all be returned to Korea, but Japan evaded the expression, ‘return’ until Korea referred to the term, ‘turn over’ as an intermediate expression between ‘return’ and ‘donation.’ The author believes that the more both sides mutually communicate with each other for universal value, the earlier they arrive at the final resolution for these issues under international law and justice.

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