The use of English language names, titles, and catchphrases are often presented in advertisements that do not necessarily target English-reading clientele in South Korea. This paper explores the functionality and characteristics of English text found in Korean promotion. This was a multistep exploratory study of the use and acceptance of English in Korean advertisements. First, various Korean media sources were scrutinized to determine the percentage of promotions that exhibited English and how it was utilized. Second, a survey regarding the acceptance and perception of English in these promotions by the Korean consumer was conducted. Third, a vocabulary test of the most common English descriptive words utilized in Korean magazine advertisements was given to Korean business students. It was determined that 59.5% of the advertisements contained English words. The survey revealed evidence that English in Korean promotions is well received with the majority agreeing that the English language is novel or exoticness. The twenty most commonly found English words presented in Korean magazine advertisements were only understood 58.5 % of the time by the business college students surveyed. This study shows that international and native Korean firms are having success in the Korean market by using marketing that integrates English has a means to show style and appeal to the Korean customers. The findings suggest that the Korean consumer finds the use of English to be appealing regardless of their comprehension of the language itself.
Mixed Reality (MR), and its predecessor Virtual Reality (VR), has been primarily viewed as a visual science, with much less attention given to the other senses, despite clear evidence of their importance, especially audio. In fact, in military operation in urban environments, audio is often a more primary sense than vision, providing a soldier with an early warning system that needs to be honed and trained. Our research program, in contrast, treats the auditory sense as an equal to the visual. The consequences are MR experiences that have much greater impact than those in which audio is just an after thought. However, given the depth and breadth of graphics research, we are compelled to learn from this mature area. Thus, we are constantly striving to find results from graphics research that have useful analogies in the audio domain. Lessons learned from these analogies, especially as concern people's perception and expectations, are the focus of this paper. SUMMARYGraphics research is essentially about algorithms and a never-ending search for faster ways to render complex scenes. Faster graphics hardware, in the form of programmable graphics units (GPUs), have made it possible to achieve results that only a few years ago seemed unachievable on consumer grade machines. Nonetheless, the search for faster algorithms never ends, as user expectations rise to meet and exceed advances in hardware. To keep up with such demands, graphics researchers constantly take advantage of limitations in human perception and the expectations of viewers. The simplest example of gaining performance from human limitations is the use of clipping planes and object culling to reduce what must be rendered; after all, people cannot see behind their heads, and their peripheral vision, while acutely aware of motion, does not discern details well. As regards expectations, all computer graphics are based on the user's belief system, since what can be represented is so much more restricted than what can actually be discerned. Even simple cell animation plays on our expectations of continuity. What then can be learned from this that can lead to a less costly, more effective soundscape? This paper addresses the topic of expectation in audio, and how people's experiences play such a strong role in their audio belief systems.Despite attempts in software and hardware to deliver three dimensional audio, there has been little research on the aesthetic effects of sound design, and the influence of expectation in spatial perception and other more subjective measures (Begault, 1999). Our experiments indicate that expectations play a crucial role in our perception of sound localization, a key skill that soldiers use in identifying danger. In this context, expectations refer to the extent to which a sound is associated with a particular location (Cheung, 2002). In a pilot study conducted with 21 participants, sounds such as airplanes, helicopters, and lightning were perceived as being above head-level even when the sounds were played from speakers p...
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