This study aims to examine the impact of endorser ethnicity and portrayal on consumers’ attitude toward luxury ad and brand. In addition, the moderating role of individual’s appearance self-esteem is examined. In the ads of luxury brands in China, it is common to have two types of endorser ethnicity (i.e., international vs. local) and two types of endorser portrayal (i.e., sexy vs. smart). Endorser ethnicity in an ad may influence consumers’ self-referencing behavior which refers to an individual’s tendency to encode communication information differently depending on the level on which the self is implicated in the information (Rogers et al., 1997). Asian consumers’ self-reference level is found to be higher when they are exposed to ads featuring an Asian model than a Western model (Martin et al., 2004). In other words, if an international luxury brand adopts a localization advertising strategy in China by using a Chinese endorser, the local consumers are more likely to generate a higher level of self-reference.

The Sociolinguistic Journal of Korea 14(1). This study investigated the nature of literacy in textbooks for women's education in the modern enlightenment period. Expectations of literacy in textbooks greatly differs from the literacy level of people in reality. Although textbooks are the means for realizing educational goals, the implications of literacy presented can vary according to the educational system, textbook writers, and target audience. This examination of textbooks for women's education in the modern enlightenment period focused on various aspects such as changes in the content presented and the language used (e.g., Hangeul, translations from Chinese classics, Chinese characters). Textbooks for women's education in the modern enlightenment period reflected the plight of women who strived to acquire knowledge but were limited by literacy and the duties of everyday life. There seems to have been a great divide between the literacy level of these women in reality and that presented in educational texts. Consequently, attempts were made to understand women's life in the modern enlightenment period by investigating the acquisition of literacy by women and the processes involved in women becoming full-fledged members of society.

Heo, Jae-young. 2006. The Nature of Literacy in Textbooks for Women's Education in the Modern Enlightenment Period. The Sociolinguistic Journal of Korea 14(1). This study investigated the nature of literacy in textbooks for women's education in the modern enlightenment period. Expectations of literacy in textbooks greatly differs from the literacy level of people in reality. Although textbooks are the means for realizing educational goals, the implications of literacy presented can vary according to the educational system, textbook writers, and target audience. This examination of textbooks for women's education in the modern enlightenment period focused on various aspects such as changes in the content presented and the language used (e.g., Hangeul, translations from Chinese classics, Chinese characters). Textbooks for women's education in the modern enlightenment period reflected the plight of women who strived to acquire knowledge but were limited by literacy and the duties of everyday life. There seems to have been a great divide between the literacy level of these women in reality and that presented in educational texts. Consequently, attempts were made to understand women's life in the modern enlightenment period by investigating the acquisition of literacy by women and the processes involved in women becoming full-fledged members of society.