본 연구는 중국어 동사 유의어 具有와 擁有를 중국어 말뭉치자료 BCC와 CCL의 통계를 활용하여 결합관계를 분석하였다. 주요 내용은 다음과 같다. 첫째, 具有의 주어는 사람과 사물 모두 사용이 가능한 반면, 擁有의 주어는 사람 위주이며, 국가, 정부, 시 등과 자주 결합한다. 具有의 목적어는 주로 성격, 성질, 속성 관련 명사이고, 擁有의 목적어는 구체적 명사 및 사람, 추상명사와도 결합된다. 具有의 목적어에는 사람이 올 수 없는 반면 擁有의 목적어에는 사람이 올 수 있다. 둘째, 정도부사와 부정부사와의 결합 을 살펴본 결과는 ‘不’은 具有 및 擁有와 결합되며, ‘沒有’와 ‘沒’의 경우 具有보다 擁有와의 결합비율이 높았다. 정도부사 ‘最’와 具有의 결합 비율이 가장 높았고, 擁有는 정도부사와의 결합이 이루어지지 않는 것으로 나타났다. 셋째, 두 유의어의 동태조사와의 결합을 살펴본 결과는 모두 ‘了’와의 결합비율이 높았다. ‘擁有+過’는 결합되지만 ‘具有+過’는 결합되지 않았다.

Purpose - Previous studies on the influence of appeal types of advertising messages on pro-social behavior have shown inconsistent results. The purpose of this study is to examine whether the appeal type of advertising affects consumer’s prosocial behavior. In particular, the authors investigated whether the social exclusion moderates the relationship between the appeal type of advertising and prosocial behavior. Research design, data and Methodology - To verify the hypothesis, two experimental study were conducted. The experimental study was 2(appeal type : self-benefit vs. other-benefit) by 2(social exclusion : being ignored vs. being rejected) between-subject design. Participants were randomly assigned to one of four conditions. The experiment was conducted using a computer. First, the participants was exposed to the advertising image used in the social campaign, and then responded to questions about social behavior. The participants completed the experiment after further responding to the item for manipulation check and demographic measure. The experiment took about 10 minutes in total. Results - In Study 1, a global warming campaign with participation intention variable, other-benefit ads rather than self-benefit ads drive consumers who feel socially rejected to be more willing and likely to participate, but consumers who feel socially ignored are more likely to participate the campaign in self-benefit ad than other-benefit ad. Study 2 replicates the findings, a child poverty relief campaign with an amount-to-donate variable: consumers who feel explicitly rejected allocate more dollars to the charity in response to other-benefit rather than self-benefit ads, but consumers who being ignored are willing to donate more money. Conclusion - This study has theoretical contribution in that it expands existing theories by explaining the existing inconsistent results of the message appeal influence on pro-social behavior through new control variables. In addition, the results have important managerial implications, suggesting marketers should tailor their marketing message to match the consumer situation.