Despite of its strategic role in shaping corporate image, Instagram predicts that 70% of its contents are not seen by users due to content overload and saturation problems. As more than 95 million photos are shared on Instagram on daily basis, when accessing Instagram, users are bombarded with a lot of visual information and consequently tend to selectively choose photos to pay attention to. Therefore, it is important for marketers to design an ads that has the ability to stop consumers and hold their attention for enough time to be processed cognitively before they scroll up or down to see other photos. This study investigates how visual aesthetic, vividness, and message type of pictures posted on Instagram affects customer responses. A content analysis of 3,952 brand content posted between July and December 2017 was conducted from the official Instagram accounts of seven global luxury brands. The top-listed brands on the Luxury Fashion Social Index namely Burberry, Calvin Klein, Chanel, Gucci, Hermes, Louis Vuitton, and Prada; were investigated as they were considered as good representatives of luxury brands with good social media presence. The coding guide in this study included the numbers of consumer responses (likes and comments), visual aesthetic (classical and expressive), vividness (high and low), and message type (literal and symbolic). For the independent variables, binary coding was used. ANOVA was used to test the hypotheses. Findings suggest that brand posts using expressive aesthetic image received more likes and comments on Instagram than the ones with classical aesthetics. Brand posts with high level of vividness receive more likes and comments than the ones with low level of vividness. Brand posts adopting using symbolic message receive more likes and comments than the ones implementing literal message. The results also suggest that there was a significant interaction between visual aesthetics, vividness, and message types in generating likes Brand content on Instagram using a combination of expressive aesthetic, high vivid, and symbolic message generates more likes and comments than any other combinations. Instead, the content adopting a combination of classical aesthetic, low vivid, and literal message produced the least responses. From theoretical perspective, findings can extend and modify media richness theory to luxury brand and social media contexts. Instagram can be used to display brand contents with various levels of vividness. This study imply that luxury consumers favor expressive aesthetics and symbolic message more positively indicating that they tend to have high level of need for cognition in consuming brand messages. Luxury brand marketers can increase their cognitive load by increasing the level of information complexity increasing the number of colors or patterns, using metaphoric statements, or crafting symbolic messages when creating brand posts on Instagram.

한무숙의 『만남』은 천주교 박해의 역사를 문학적으로 재구성한 작품으로 천 주교의 전래와 그 과정에서의 고난을 문학적으로 형상화하고 있다. 그런데 작품 에서 천주교는 물론 탄압의 주체인 유교, 그리고 불교와 무속까지 ‘모순적 공존’ 을 보여주고 있다.『만남』에는 관조와 초월의 시각이 특징적으로 나타나는데 대 상과 거리를 두고 사심 없이 바라보는 미학적 향유로서의 관조를 통해 현상이 대립이나 갈등보다 ‘아름다움’으로 인식된다. 또 세계를 불가항력적인 힘에 의해 지배된다고 보는 초월의 시선으로 조망함으로써 주술적 신비를 인정하고 인위적 인 혁신보다 현존하는 제도와 윤리를 수용하게 된다. 이러한 두 개의 시각은 한 무숙 문학의 중요한 미학적 특징으로 가부장적 억압을 자학적으로 수행함으로써 극복하고자 했던 작가의 체험과 연결된다. 작가는 결혼 후 전통적 인습으로 인해 자아 상실을 경험하지만 정면의 도전보다 억압적 요구를 철저히 수행함으로써 비판적 항의를 실현하는 역설적 저항을 보여준다. 경계를 무너뜨리거나 이탈하 기보다 안에서 억압을 철저히 수행함으로써 모순을 통찰하는 밖의 시선을 확보 하게 된 것으로 경계의 안과 밖을 가로지르는 시각을 통해 인식적 저항을 실천 하고 있다.