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제 16 호 A Picture of People Showing Condolences to the Victims

Kicker: LIFE (Civic Awareness) The Critical Need for Mature Civic Awareness Yeong-Jin Choi, Editor pch39067@gmail.com I am sure all of you readers are familiar with the tragic accident that happened in Itaewon, Seoul on October 29, 2022. Over 150 people were sacrificed that day, and even more people were injured within a night. After the accident, Koreans and even people from abroad shared their deepest condolences* to the sacrificed and their families. Medias criticized that the absence of the rescue operation for nearly half an hour was the main cause of the terrible accident, and also the reason why the accident became uncontrollable. Since the emergency personnel could not effectively evacuate people on time, some victims were trapped for more than an hour before rescuers reached them. While I most strongly agree with the cause of many deaths and casualties was because of the late arrival of the rescuers, I do want to point out that the absence of the civic awareness as why the accident happened in the first place. Therefore, in this article, I would like to focus on what happened during the accident and compare and contrast the civic awareness between Korea and other advanced countries in order to prevent further tragedies. *Condolence: Sympathy and sadness for the family or close friends of a person who has recently died, or an expression of this, especially in written form. Terrible Accident Occurred in Itaewon, Seoul on October 29, 2022 A Picture of People Showing Condolences to the Victims Some people say that the Itaewon crowd crush felt like an accident that was bound to happen. With the death toll as it stands, this accident is the deadliest disaster in South Korea since 2014, when the Sewol ferry sank killing more than 300 people. Witnesses of the 10.29 accident say that there were so many people just being pushed around, and some were caught in the crowd, unable to get out of the hazardous area. The thing is that this Halloween party held in Itaewon this October was not the first time. It was always under control, and no casualties were reported. What was so different this time? A total of 156 people were sacrificed from the accident. Most of them were teenagers or in their twenties. Twenty people were foreigners. Before the accident actually occurred, social media messages posted earlier in the evening showed some people remarking that the Itaewon area was so crowded that it felt unsafe. One witness, Park Jung-Hoon, told a news agency that big crowds were normal for Christmas and fireworks celebrations, but this was several ten-folds bigger than any of those. Civic Awareness, Civic Engagement, and Civic Consciousness Some people are pointing out the need of safety standards, crowd control measures, and the absence of mature civic awareness of Koreans. What I would like to focus on is about how important mature civic awareness is needed for all the Koreans for their own safety. So, what exactly does civic awareness mean? Civic awareness is also called as civic engagement or civic consciousness, and it refers to how people feel, learn about, and take actions related to political, societal, or local issues. It includes aspects like “receiving civics education”, “voting, including presidential, midterm, and local elections”, “engaging with public officials and attending public meetings”, “keeping up with the news and posting views about it online”, “trusting government and local media”, “the degree to which people feel they matter and can make an impact in their communities”, and “obstacles and barriers to becoming engaged”. The Importance of Civic Awareness It is important because it influences the progress of the state and society. In the absence of civic awareness, human beings will become selfish, and all the activities will be for their own achievements. To ensure the welfare of all and the reconstruction of the society, civic consciousness must be developed. The basis of civic consciousness is the recognition that if the activities of each individual are for the well-being of the society, social problems can be solved. Another basis of civic awareness is morality. Meaning, the ability to recognize virtues from vices*, accept virtues, and to perform duties with utmost responsibility is highly required. The Itaewon accident, for instance, has occurred because so many people were crowded in such a confined street. Many Koreans self-patronize themselves by saying that Koreans tend to push the rest no matter what discomfort they make. Instead of saying “Pardon”, “Excuse me”, or even a simple “sorry” for the other’s inconveniences, people just push the others for their personal benefits. This typical pushing-others-for-their-own-benefit-type of action is very well observed on the subways. On the way back from work, from about 5 P.M to 8 P.M, all the subways located in Seoul are full of people. It is acknowledgeable that every person wants to go back to their home and take a good rest. However, that does not justify one’s action to just step in a fully crowded subway when people who are already inside are yelling, “Don’t push! There’s no space!” This proves that many Koreans are underestimating that their everyday actions may cause severe damage. *Vice: A moral fault or weakness in someone’s character. What happened in Itaewon was truly a heart-breaking tragedy. Some people criticize the absence of immediate emergency personnel. Some say that the amount of the crowds concentrated in such a cramped area was just out of control. I would like to emphasize again the absence of civic consciousness. If there are civic virtues that we can learn from other countries, it will be wise to know the fact that we may lack the civic engagement, and to embrace other countries’ perspectives to prevent another similar incident happening in the future. Sources: https://url.kr/5otkw6 https://url.kr/cbyhm5

• 작성일 2022-11-30
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제 16 호 The Negative Side of the Vegan Fever on The Environment

Kicker: LIFE The Negative Side of the Vegan Fever on The Environment Su-Young Kim, Reporter Kimsuyoung1342@gmail.com Have you recently purchased vegan cosmetics or clothes? These days, you can see that products that do not bother animals are produced and promoted in various ways. Because people tend to consider valuable consumption, so they find the keywords “animal protection” or “vegetable ingredients" attractive. When making cosmetics, they do not experiment with animals, and when making clothes, they use plastic or fake fur rather than animal fur. However, the way animals are treated can have a bad effect on the environment. Therefore, I am going to talk about how the method called vegan affects the environment and what measures are needed to solve the problem. According to Grand View Research, a U.S. market research firm, the global vegan cosmetics market is expected to grow at an average annual rate of 6.3 percent to reach 20.8 billion dollars by 2025. Vegan and eco-friendly have become the center of consumption trends, with 9 out of 10 responders saying they will choose products that are beneficial to society and the environment when purchasing cosmetics in an Olive Young which is South Korea’s cosmetics store survey last year. A cosmetics official said, “This year, the concept of vegan gas quickly emerged as a new trend in the cosmetics market”, and explained “The focus is on the MZ generation of customers who value consumption.” Vegan, which does not bother animals, is also emerging in fashion. Luxury brands Hermes and Gucci are producing products made of vegan leather, also Canada Goose, famous for padded jacket, said last year, “We will finish producing products that contain coyote fur by 2022 at the latest.” In addition, London Fashion Week, one of the world’s top four fashion shows, has banned fur-made clothes since 2018, following the Cruelty Free’s wish that it did not harm or kill animals. However, not using animal skins does not mean it’s environmentally friendly. This is because among artificial leather, polyurethane (PU) and Polyvinyl Chloride (PVC) materials emit three times more carbon than cotton fibers and emit a lot of microplastics every time they are washed. As a result, the fashion industry is actively developing technologies to make “real” vegan leather. A typical one is leather made of ingredients extracted from mushrooms and cacti. Milo leather developed by U.S. startup Bolt Thread is made by cultivating mushroom mycelium on the corn stem and compressing it. It is collaborating with various luxury brands in recognition of its commercialization. In September last year, Stella McCartney introduced a bag made of Milo leather. An official said, “Leather using vegetable materials is attracting attention as a sustainable fashion because it helps farmers as well as the environment.” And predicted, “The value of vegan fashion will increase as the European Union (EU) is strengthening eco-friendly regulations by mandating the use of recycled fibers by 2030.” The environmental protection group is concerned about environmental pollution caused by the generation of garbage that is difficult to recycle, saying, “It is less harmful to the environment than to buy three artificial leather products.” I thought there was only good things, but it was surprising to know the behind-the-scenes nature of vegan products while writing the article, and I was able to look back on my consumption habits so far. Animals and the environment are suffering a lot due to the current high level of development. I think our efforts are more necessary for life to coexist together. Why don’t you make reasonable consumption for both animals and the environment in the future? Even if it’s trivial and annoying to check everything, a little more our attention can protect both animals and the environment. Sources: https://www.freepik.com/free-photos-vectors/vegan http://www.ohmynews.com/NWS_Web/View/at_pg.aspx?CNTN_CD=A0002669909

• 작성일 2022-11-30
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제 16 호 Is ‘Pepero Day’ Just an Enterprise Gimmick?

Kicker : LIFE Is ‘Pepero Day’ Just an Enterprise Gimmick? By Yun-Seo Jung, Reporter yysj1230@naver.com Have you ever celebrated anniversaries like ‘Pepero Day’ and ‘White Day’? People usually exchange Pepero on ‘Pepero Day,’ candy on ‘White Day,’ and chocolate on ‘Valentine's Day’ to share their feelings with friends, lovers, or family. Like this, on special days that come back once a year, products such as Pepero, candy, and chocolate are consumed excessively by consumers compared to usual. In addition, companies use special packages to stimulate consumers' consumer sentiment more and sell products more than usual. Through the appearance of such companies, some say that the act of celebrating anniversaries is to be taken in the company's commercial skills, and others say that it is just a day to share friendship and love with the people around them. The marketing of an enterprise that increases the purchase rate of consumers by using anniversaries that return once a year, such as ‘Pepero Day,’ is called ‘Day Marketing.’ Then, what is the effect of 'Day Marketing'? Exemplification of Day Marketing and Its Effects https://pixabay.com/images/id-2057745/ Let's find out through ‘Pepero Day’ and ‘Valentine's Day,’ which are representative success stories of day marketing. The first article to confirm the origin of Pepero Day was from Yonhap News in 1996. In this article, "The phenomenon that teenagers who value their body shape and the new generation exchange gifts wishing to be slim by setting November 11th as “Pepero Day” every year has become a hot topic. It is known to have started at a middle school in the Yeongnam region toward 1993, but the exact origin is unknown, however it is showing signs of becoming popular nationwide." Upon hearing the news, Lotte Confectionery said, "On November 11th every year, inquiries from consumers are flooding in," and, "Next year (1997), we will have to expand production of Pepero for this day." After this, Lotte Confectionery held a free Pepero presentation event on November 11 from the following year, and day marketing began in earnest. Starting with this, November 11th was recognized as a day to give Pepero to each other, and sales of Lotte Confectionery also rose suddenly. From 1983 when Pepero was released to this year (2022), the amount sold reached about 1.5 trillion won, accounting for 87% of Lotte Confectionery's total sales, and more than 60% of its annual sales occur in November around Pepero Day. Next is Valentine's Day. The origin of Valentine's Day is as follows. Roman legionaries were legally prohibited from getting married. Marriage was possible only with the permission of Emperor Claudis II because there were cases that it caused problems such as deserting because of missing a loved one. Priest Valentinus felt sorry for this and secretly brought the soldiers to the church, officiating and marrying them. However, Priest Valentinus was found guilty of breaking the law and sentenced to death. Therefore, the day to honor Priest Valentinus was set for February 14th, which became today's Valentine's Day. However, Valentine's Day in Korea is known to have been influenced by Japan. In 1936, a Japanese bakery advertised Valentine's Day and chocolate, and it became very popular in Japan. Later in 1960, a Japanese bakery campaigned to encourage women to express their feelings with chocolate on Valentine's Day, creating a Valentine's Day custom in which women present chocolate to men, which flowed into Korea in the mid-1980s. Day Marketing Failures While there are anniversaries that come to mind when the date approaches, such as ‘Pepero Day’ and ‘Valentine's Day’ mentioned earlier, there are also failed Day Marketing. Typical examples of Day Marketing failures are Orion's ‘Choco Pie Day’ and ‘Goraebab Day.’ ‘Choco Pie Day’ is October 10th and ‘Goraebab Day’ is December 12th. As you can see from the name and date of the anniversary, we can't think of these two at all. When rival Lotte Confectionery's Pepero Day was successful, Orion Day marketing was conducted to compete with it, but it disappeared without any special results. Day Marketing, a Double-Edged Sword As you can see from all of the previously mentioned success and failure cases, Day Marketing needs to match the product, date, related story, and these three beats to gain sympathy from consumers and achieve successful marketing effects. Day Marketing is especially effective for Koreans. According to Chae Jung-min, a professor of counseling psychology at Seoul Cyber University, Koreans value relationships with others, which can be seen as a strong link between celebrating anniversaries and delivering gifts. We need to have smart consumption habits in relation to active Day Marketing of companies using this psychology of Korean consumers. Don't be deceived with corporate tactics such as plausible stories and fancy limited packages. And companies also need to recognize consumers who are tired of Day Marketing and reduce Day Marketing. Sources : https://n.news.naver.com/mnews/article/001/0004120527?sid=101 https://www.topdaily.kr/articles/82322 http://www.ggilbo.com/news/articleView.html?idxno=895824 https://rimiworld.tistory.com/210

• 작성일 2022-11-29
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제 16 호 Revival of Tourism: Welcome Back!

Kicker : LIFE Revival of Tourism: Welcome Back! After Two Years of Long Vacation, Tourists Are Back in Their Businesses Do-Hyuk Kim, Reporter ndapple0921@gmail.com To be honest, I have never seen a single disease that has made these immense impacts on the world since I was born twenty-four years ago. The rapid spread of COVID-19 threatened our daily lives by directly harming our health, and threatened much further by influencing to several businesses – some eventually shutting down. Tourism was one of the main industries that were struck hard by the coronavirus. Governments of each country announced social distancing to slow down the spread of infection, so people were forced to be locked into their homes. Even though coronavirus is not completely wiped out, each society is making efforts to bring back daily lives that we have enjoyed previously. The main part of these efforts is encouraging people to go somewhere and spend some money, which is a byword of tourism. The SM Herald had already covered several subjects related to coronavirus during two years, including how to stay safe during this crisis and global status of this ongoing threat. So, it would be appropriate to tell the story about our lives after COVID-19 and naturally led us to put the spotlight on the return of tourism. I believe it was February 2020 that marked the beginning of this long, yet critical time to the tourism industry. Countries over the world shut down their borders orderly, making no chance for tourists to make new visits to other countries. Tourist companies naturally had to shut down most of their businesses since no one was allowed to visit other nations or even near towns to stop COVID-19 from spreading from one place to another. Employees of the tourism industry mostly lost their jobs temporarily or even permanently. Everyone knew that once the spread of COVID-19 slows down, governments of each country will eventually release people to move around and spend some money to revive local economies, but nobody knew when it will be - until now. People In Search of Vacation Are Spreading Everywhere Domestic cases first. Because of the Ukrainian War, oil prices skyrocket due to shortage on supply. Gasoline prices were over two thousand won per liter, but it could not stop people from traveling around every weekend. Traffic jams were much more severe than a few months earlier, despite those unacceptably high oil prices. Gas prices are partially settled down currently, and joint with autumn colored season made citizens visit high mountains placed nationwide. The most popular mountain for viewing autumn colors, Mount Seorak is suffering from congestion at eight in the morning. If you arrive later in the afternoon, you have no chance of watching that beautiful scenery because you would be standing in a row waiting for others to pull up their cars from the parking lot. Winding the clock further back, summer of this year recorded fifty thousand people gathered in Haeundae just two days after they opened up the beach for swimming and leisure sports. During times when coronavirus’ spread was threatening, ticket prices of domestic flights were much cheaper than before. Just after social distancing came to a halt, that price dramatically rose to near twice of what airline companies asked during those hard times. Price of airline is decided by demand and supply, so we can know demand for domestic airline has skyrocketed than before, a crucial hint of revival of tourism. Not Only Is Domestic Tourism Back, But Also Traveling Abroad Too Moving on to foreign countries, Japan recently announced that travelers could visit their country without approval of visa. Policy that let entry without visa enticed lots of Koreans to travel to Japan, which led flights between Korea and Japan to be fully occupied during coming months. Convenience of entering Japan helped promote tourism of Japan greatly, but that is not the single reason why many Koreans headed to Japan. Secondary reason for high popularity on visiting Japan is because currency exchange rate of Yen is considerably lower than other countries. That is also partly because of the aftermath of COVID-19. During the severe spread of the coronavirus, the United States maintained its economy by giving away money to citizens to keep people spending money on goods, and that eventually led to inflation and rise of standard interest rate. Japan, on the other hand, has not increased the standard interest rate as America is doing. This made the value of the Yen drop, eventually encouraging foreigners to visit Japan and easily spend some cash without any hassle. Similar reason applies to European nations, so we can easily see people going on business trips or genuine trips to Japan or Europe. It has been a long time since we had a chance to freely roam everywhere without any obstacles and worries. As a constant traveler, the ban on both visiting foreign countries and nearby towns was heartbreaking, yet hard to withstand. We are still under the effects of COVID-19, but as we hoped to be free from this disease, humanity and our society is slowly heading back to be normal. Recovery of tourism helps us imagine a future that is completely liberated from coronavirus, and relief that unemployed people are back in their businesses. Sources: https://flexible.img.hani.co.kr/flexible/normal/937/562/imgdb/child/2020/1012/53_16024798644662_6716024797532708.jpg (Image 1) https://image.edaily.co.kr/images/Photo/files/NP/S/2019/10/PS19100600218.jpg (Image 2)

• 작성일 2022-11-29
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제 15 호 7 Types of Vegetarians, How Well Do You Know about Them?

Kicker: LIFE 7 Types of Vegetarians, How Well Do You Know about Them? by Da-hwee Kim, Cub-reporter elfnme@naver.com Credit: Photo: Shutterstock; Design: the Kitchn Unless you’ve been living in the 21st century, I bet that you’ve heard of vegetarians at least once. A lot of people are interested in vegetarianism these days and you can easily find various content or articles about it. But can you really know the notion difference between vegan and vegetarian? Did you know that several types of vegetarians exist? There actually exist seven different types of vegetarians(There could be more but this is the most common version). It is totally fine that you didn’t know about them. Because this article would help you to broaden your eyes on the world of vegetarianism. 1. Vegetarian (lacto-ovo vegetarians) Vegetarians do not eat meat, poultry, seafood, or fish. It is because they do not condone the killing of animals for food. But it is acceptable for them to consume dairy products, eggs, and honey since these are animal by-products. However, one condition is that the animals producing them should be well treated. 2. Flexitarian Flexitarianism is well known as ‘casual vegetarianism’ and its popularity is increasing more and more these days. The word Flexitarian is a combination of the words “flexible” and “vegetarian”. This is a plant-based diet that completely eliminates meat. It is between full vegan and vegetarian so while you are focusing on having fruits, vegetables, etc… you can still enjoy animal products occasionally. Flextitarianism emphasizes which foods that you can consume, not what you must restrict. Limiting added sugar, prioritizing fruits and vegetables and aiming to reduce the consumption of processed foods can be some examples of rules for flexitarians. 3. Pescatarian Pescatarians do not eat meat or poultry. However, they do include fish and other seafood along with dairy products and eggs. Likewise, in addition to seafood, they prioritize plant foods such as nuts, fruits, vegetables and grains. Therefore it would be a great choice if you want to supplement extra protein in your diet. 4. Lacto-vegetarian Lacto-vegetarians exclude all meat, poultry, seafood, and fish in their diet. Unlike some other vegetarian diets, they eat certain dairy products such as cheese, milk, butter, and milk. People often adopt a lacto-vegetarian diet for environmental or ethical reasons 5. Ovo-vegetarian Ovo-vegetarians do not eat dairy products or other animal proteins such as meat, poultry, seafood, and fish. In this sense, they are quite similar to vegans. But the different point is that they still consume egg and egg-containing products, unlike vegans. For this reason, many vegetarians who suffer from lactose-intolerant may choose to eat this kind of way. 6. Vegan A vegan does not consume all animal products. This means that they don’t eat honey, eggs, and dairy products. One thing all vegans have in common is a plant-based diet that eliminates all products of animal origin from their diet- as well as avoiding products tested on animals and animal-derived materials like leather or fur. You might think that there wouldn’t be anything to eat but a vegan diet is richly diverse. Even though vegans can not consume animal-related products, they can eat all kinds of fruits, vegetables, grains, seeds and pulses*. * Pulse: the edible seed from a legume plant. Pulses include beans, lentils, and peas. For example, a pea pod is a legume, but the pea inside the pod is the pulse. 7. Raw Vegan Raw vegans exclude all kinds of foods that originated from animals like vegans. Furthermore, this would be the strictest form of a vegetarian diet. The most crucial specialty of the raw vegan diet is that it adds the concept of raw foodism which means that food should be eaten completely raw or heated at temperatures below 40-48°C. For this reason, it is normally rich in vegetables, fruits, and nuts more nutritious than cooked ones. https://www.goodhealth.co.nz/health-articles/article/vegan-and-vegetarianism-what-its-all-about What Are Some Advantages of Going Veggie Then? There are quite a few advantages. First, global warming can be reduced. In a 2006 report by the United Nations, livestock produced more greenhouse gases than all cars and trucks in the world combined. It can be seen that most come from the carbon dioxide and nitrous oxide gases produced by manure. Therefore, the most important step you can take on a personal level to reduce global warming is to adopt a vegetarian diet. Second, you can stay away from disease and live longer. Vegetarian diets tend to be naturally low in saturated fat and cholesterol and contain more phytonutrients than most meat-based diets. Vegetarians were found to have a 24% lower risk of dying from heart disease than non-vegetarians. In addition, consuming a diet that includes fruits and vegetables on a regular basis has been linked to a reduced risk of some cancers. There is evidence that vegetarians tend to have a lower overall cancer risk compared to the general population. This is because red and processed meat consumption is consistently associated with an increased risk of colorectal cancer. Therefore, eating a vegetarian diet may help reduce the risk of cancer. According to an Oxford study, vegetarians live six years longer than meat eaters. This is because plant-based diets are usually rich in fiber, antioxidants, and minerals, which strengthen the immune system and slow the aging process. Thirdly, we can think about animal rights. Unfortunately, animals on factory farms these days are not legally protected in general. However, domesticated animals can feel just as much pain as the dogs and cats we cherish as companions. A vegetarian lifestyle awakens a spirit of compassion and can lead us to a kinder, more enlightened society where we exercise moral choices to protect our animals from exploitation. Finally, it can help end world famine. According to United Nations statistics, 25,000 people die every day from hunger and related causes, including more than 10,000 children. This means that every 10 to 15 seconds a person dies of hunger. An estimated 854 million people worldwide are undernourished, and it is estimated that 100 million people may fall into poverty and starvation due to high food prices. On average, 40% of global grain production is used to feed livestock, but in wealthy countries, only about 70% of grain is used for animal feed. If the proportion of vegetarians increases, more food will be added to the world supply, feeding an additional 4 billion people. Sources: https://www.bbcgoodfood.com/howto/guide/what-flexitarian-diet https://health.clevelandclinic.org/what-is-the-flexitarian-diet/#:~:text=In%20its%20simplest%20definition%2C%20the,animal%20products%20every%20so%20often. https://www.healthline.com/nutrition/lacto-vegetarian-diet#what-it-is https://thebitingtruth.com/6-types-of-vegetarian-diets-explained/ https://www.vegansociety.com/go-vegan/definition-veganism https://www.healthline.com/nutrition/raw-vegan-diet#the-diet https://www.downtoearth.org/go-veggie/top-10-reasons https://www.un.org/en/chronicle/article/losing-25000-hunger-every-day#:~:text=Each%20day%2C%2025%2C000%20people%2C%20including,million%20into%20poverty%20and%20hunger. https://www.hsph.harvard.edu/nutritionsource/legumes-pulses/#:~:text=A%20pulse%20is%20the%20edible,the%20pod%20is%20the%20pulse.

• 작성일 2022-08-30
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제 15 호 The Effects of Color Marketing

Kicker : LIFE The Effects of Color Marketing By Yun-Seo Jung, Cub-Reporter yysj1230@naver.com What color comes to mind first when you think of Starbucks? Probably, most people will think of 'green' first. Like this, when you think of a company, the phenomenon that reminds the company's representative color is related to ‘Color Marketing.’ Color marketing refers to a marketing technique that stimulates consumer's desire to purchase in a broad sense. Let's learn more about color marketing through the feelings and meanings of some colors. First, red is strong, passionate, and stimulates appetite. In addition, the attention is high enough to attract attention. It is widely used in food industries such as Coca-Cola and McDonald's in that red is high in attention and stimulates appetite. For example, Coca-Cola uses red to show a strong image of pungent carbonated drinks. Frank Robinson, who liked the combination of white and red in sharp contrast, created a Coca-Cola slogan that read ‘Coca-Cola Delicious and Refreshing’ in red letters on a white background. This slogan was the beginning of making red, a symbol of Coca-Cola. Blue traditionally shows images of success, trust, stability, hope, peace, happiness, and youth. It can be seen that blue is widely used in fields that require a professional image that it has an image of stability and trust. For example, Woori Bank uses blue to show an honest image. Searching for Woori Bank's vision and core values, there are ‘customer happiness,’ ‘future challenge,’ ‘honesty trust,’ and ‘talent first,’ which can be seen to contain messages of happiness, trust, stability, and success. On the other hand, blue is not often used in food brands because it decreases appetite, and there is one representative foodserviceindustry that uses blue as a brand color exceptionally. It is POCARI SWEAT. The foodservice industry does not use blue color for package design because it originally gives an image of decreasing appetite. In this way, blue has negative images such as decreased appetite as gustatory sensations, on the other hand, it has positive images such as refreshing and moisture supplement as visual sensations. Paradoxically, Pocari Sweat strongly emphasized the refreshing aspect, and it had a decisive influence on the blue color being settled as a representative image color for sports drinks these days. Lastly, green has images such as peace, neutrality, and relaxation, and it is the color that gives the most comfort to human eyes. This color is used by companies such as Starbucks and Naver that have images of stability and comfort. In the case of Starbucks, in 1987, CEO Howard Schultz chose the logo in green to show the marketing theme of 'Relax and Peace of a Cup of Coffee in the Forest of a Gray Building.’ Success and Failure Cases in Color Marketing While some enterprises have succeeded in marketing by using the proper color for each company, and have attracted consumers' attention, others have failed in marketing. Representatively, Heinz and Coca-Cola have failed in color marketing. Coca-Cola may be considered a successful color marketing company because it left a strong impression on consumers by setting its brand color to red, but it was pressed with this red color. In 2011, Coca-Cola in the U.S. launched a white can in time for Christmas. The pre-launch plan was a limited sale for three months, but it failed to proceed in about a month. Most of consumers said that the taste seemed to have changed even though the color of cans had only changed, and many responded that it was confused with Diet Coke. The marketing that Coca-Cola put down the red color remained a failure of color marketing due to the cold consumer response. Next is Heinz's green ketchup. Heinz, a leading ketchup company, developed a special product in the past to break the stereotype that existing tomato ketchup is red. It was a green ketchup. Green is a color that symbolizes peace and relaxation, but this marketing had a negative impression on people because it had an effect of reducing appetite and remained a representative case of color marketing failure. According to the Korea Color Research Institute, humans use 70 percent of their vision, 20 percent of their hearing, and 10 percent of their sense of smell and touch when they perceive objects. Color accounts for more than 50% of vision, so color is a really big part of recognizing something. In the end, color affects consumers' product choices and further represents the identity of a company as a brand color. Furthermore, brand color has a lot of influence on success and failure because it can immediately show the company's identity to consumers in terms of visuals. Isn't it interesting that the brand color of companies that we usually pass by had a big impact on the rise and fall of enterprises? Therefore, color marketing is simple and has great power. Sources: https://www.topdaily.kr/articles/90832 https://www.topdaily.kr/articles/88437 https://www.coca-cola.co.kr/stories/since-1886/coca-cola-red-secret-formula

• 작성일 2022-08-29
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제 14 호 The Mandatory Outdoor Mask Has Been Lifted

Kiker: LIFE (Covid-19) The Mandatory Outdoor Mask Has Been Lifted Returning to Our Daily Life By Yun-Seo Jung, Cub-Reporter yysj1230@naver.com On May 2, the duty wearing of outdoor masks was lifted. According to the Korea Disease Control and Prevention Agency, the government was preparing for a new daily life step by step according to changes in the quarantine situation such as raising social distancing, to change the COVID-19 infectious disease grade from 1 to 2. Lately, the COVID-19 epidemic in Korea has been declining for six weeks since the third week of March, when it peaked. And as the number of critically ill patients and deadths is gradually decreasing, the standards seem to be gradually easing. Standard for Taking Off the Outdoors Mask The outdoor mask mandate has been lifted, however, it has hard standard. A person attending a rally with more than 50 people and visitors to performances and sports games with more than 50 people have an obligation to wear an outdoor mask. Also, if you suspect COVID-19, you must wear a mask. There are preference responses about taking off a mask, however, some citizens are anxious about the number of confirmed cases. Then, how are countries that have lifted the mandatory wearing of masks responding to this situation? In both indoor and outdoor countries, only a part of the interior has been lifted, such as the United Kingdom, the United States, Germany, and France. In France, obligation to wear outdoor masks has been lifted since June, 2021 expect for specific public places, and the obligation to wear indoor masks was lifted except for public transportation, public health centers, and medical institutions in March, 2022. However, on May 16, fifteen of the European Union member countries allowed passengers to take off their masks in public transportation, because of lifting the mandatory of mask regulation. Germany has lifted obligation to wear outdoor masks since June last year, and in March this year, the indoor masks obligation was lifted except for medical institutions and public transportation. The situation in Singapore is similar to domestic. The duty to wear an outdoor mask has been lifted since March this year, but it is mandatory to wear an indoor mask. This is the current situation of COVID-19 in these countries. According to a press release by the Ministry of Health and Welfare, the trend of confirmed patients in France and Singapore has been gradually decreasing since the mandate of wearing masks was lifted. Looking at this trend, there is no need to be anxious about the lifting of the obligation to wear outdoor masks. As outdoor masks were lifted and COVID-19 quarantine standards were eased, various changes appeared in our lives. According to the data portal of Korea Credit Data, the average sales of small business owners increased 7.3% in the first week from the previous week (April 25 to May 1) after the lifting of the duty of wearing outdoor masks. Compared to the same period last year, the figure jumped 19.7%. According to the ticket sales agency, sales of concerts held in the second quarter of this year increased 267% compared to the same period last year. The number of concert products held in the second quarter also increased 43.5% from last year. WHO, Our world in data Like this, the outdoor mask wearing mandate has been lifted and the distancing standards have been eased, various fields, such as the performance industry and the restaurant industry, are becoming more active as before. While it is good to enjoy the present, it is essential to continue personal prevention of epidemics in order to regain our more free daily life. Sources : http://www.mohw.go.kr/react/al/sal0301vw.jsp?PAR_MENU_ID=04&MENU_ID=0403&page=3&CONT_SEQ=371325 https://www.service-public.fr/particuliers/vosdroits/F35351 https://www.deutschland.de/de/news/coronavirus-in-deutschland-informationen https://www.moh.gov.sg/covid-19/general/faqs---masks-and-personal-protective-equipment-(ppe)#:~:text=Children%20of%206%20years%20of,shields%20in%20place%20of%20masks.

• 작성일 2022-05-27
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제 14 호 How Much Can You Trust the MBTI Test?

KICKER: LIFE (PSYCHOLOGY) How Much Can You Trust the MBTI Test? by Yeong-Jin Choi, Editor pch39067@gmail.com Have you ever experienced the MBTI test before? Long before COVID-19, our school, Sangmyung University, has offered MBTI tests to students free in the “Cultural Education and Personality” class. MBTI tests are very well known these days, and since it is easy for people to approach and experience it as they can obtain the result by just googling the keyword “MBTI test”, numerous people introduce themselves to whom they first meet by telling what MBTI they are classified as. However, we must think about the fact of whether the MBTI test is trustworthy. Is it psychologically reasonable, or is it just another blood type or zodiac* classification for fun? In this article, I would like to find out if the MBTI test is believable or not with scientific reasons and experts’ quotes. *Zodiac: An area of the sky through which the Sun, Moon, and most of the planets appear to move, divided into twelve equal parts, each with a name and symbol, and each connected with an exact time of year What is the MBTI Test? Some companies, believe it or not, state that the result of the MBTI test is one of applicants’ qualifications of getting the job. To people who precisely know the MBTI test may think that this is just absurd. However, to those whom who don’t know what the MBTI test is, I would like to share the definition of the test, what the abbreviation respectively stands for, and find what it means. MBTI test, shortened for “Myers-Briggs Type Indicator”, is a self-help assessment test which helps people gain insights about how they work and learn. The founder of the MBTI test, Katherine Briggs developed the test based on the theory of Carl Jung who proposed that there are four essential psychological functions by which people see the world: sensation, intuition, feeling, and thinking. The MBTI Test, https://me2.kr/k8m3x What Do the Alphabets of the MBTI Test Stand for? E, extroversion*, and I, introversion*, are the defining line of the direction where you focus your attention. If you are an extrovert person, you can consider yourself that you prefer to direct your energy outwards like to people, things, and situations. On the contrary, if you are an introvert person, you may tend to direct your energy inwards like to ideas, information, and beliefs. The main characteristic of extroverts is action-oriented, whereas introverts are more likely to be known as thought-oriented. The second alphabets of the MBTI test results are S and N. This compares if a person is a sensing type or an intuition type, which indicates the way you take in information. Each of the alphabets, S and N, stands for sensing and intuitive respectively. People who prefer to deal with facts, details, and concrete information are sensing type. On the other hand, if a person likes to deal with ideas, abstract concepts, and vague theories, they are intuitive type. The third function is a comparison between thinking and feeling. It tells you what kind of a person you are by how you make decisions. Obviously, in this round, T stands for thinking type, and F represents feeling type. If you like to make decisions from a detached standpoint* with using reason and logic to make a conclusion, you are a thinking type. If you prefer to make decisions from an insider and with an emotional standpoint, you are a feeling type. Lastly, the final function is to compare between judging and perceiving. In this stage, you are judged by how you deal with the world. People who prefer a planned, well-structured, and organized life are judging type. This aspect results in sequential* and step-by-step mental processing, whereas the perceiving type who prefer to go with the flow, responds in a spontaneous* and flexible way. *Extroversion: The quality of being energetic and not shy, and enjoying being with other people *Introversion: The quality of being shy and quiet, and preferring to spend time alone rather than often being with other people *Standpoint: A set of beliefs and ideas from which opinions and decisions are formed *Sequential: Following a particular order *Spontaneous: Happening or done in a natural, often sudden way, without any planning or without being forced MBTI Considered as Unscientific and Unreliable by Experts The problem with the test, however, is that a lot of people have already questioned if the test is reliable. Many researchers answer that even though the MBTI test is one of the most popular tests in the world that roughly 1.5 million people take the test online each year, that does not necessarily mean that it works, and does not obtain scientific merit. Adam Grant, a professor of industrial psychology at the University of Pennsylvania’s Wharton School tells, “For the MBTI, the evidence says not very no, no, and really.” There is another irony in the test. Carl Jung himself, who established the original psychological theory, admitted that the binaries* were useful ways of thinking about people, but writing that “there is no such thing as a pure extravert or a pure introvert. Such a man would be in lunatic asylum.” The test, however, is built entirely around the basis that people are all one or the other. This tells that the test is not scientific, but full of bias. The fact from many research and surveys points out that the test is notoriously* inconsistent. As the test defines a person black and white and concluding that participants of the test are forever stuck with the result of the test, it contains many errors. Research has found that as many as 50 percent of people arrive at a different result the second time they take a test. It is because the traits it aims to measure are not the ones that are consistently different among people. Most of the people vary in these traits over time, and even the mood is one of the factors that alters the result. If a participant is in a bad mood and wants to be left alone, the test might indicate that he/she is an introvert. However, if the same person takes a test a few weeks later with a happy feeling, the test may indicate him/her as an extrovert person. *Binary: Relating to or consisting of two things, in which everything is either one thing or the other *Notorious: Famous for something bad What I would like to emphasize is that even though the MBTI test can be considered as one of the tools to judge and classify people in the psychological field, we must strongly understand that it does not have enough scientific ground to be considered reliable. Telling the test result to people who you have never met before as a clue to tell who I am can be considered as a small talk. However, we should be very alert not to misjudge a person by trusting the MBTI test result only. Sources: https://economictimes.indiatimes.com/definition/myers-briggs-type-indicator https://thinkinsights.net/strategy/mbti-personality/ https://eu.themyersbriggs.com/en/tools/MBTI/MBTI-personality-Types https://www.usatoday.com/story/news/nation/2019/05/06/myers-briggs-type-indicator-does-not-matter/3635592002/

• 작성일 2022-05-27
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제 14 호 What’s Against the Main Fashion Trend?

Kicker: LIFE (FASHION) What’s Against the Main Fashion Trend? Fashion Denying the Traditional Custom By Sol-Hyang Park, Editor-in-chief cookie7152@naver.com Power is usually meant to flow from top to bottom. Fashion is the same. The fashion of the upper class, such as the aristocracy, has become a trend and spreads downward from the past. However, is there any case where the fashion of the lower classes spread to the public? What Is “Anti-Fashion?” Anti-fashion’s origin goes back about 70 years. In the 1950-60s, mass production systems developed with the development of technology, and popular culture also developed rapidly as mass media such as TV and, movies emerged. The economy grew, the middle class expanded, and its consumption and cultural activities became active. Due to these social changes, it became easier to get, experience, and try fashion. Moreover, fashion became more personalized and diverse as more and more people consumed fashion. Like this, with the development of popular culture, fashion has begun to express various values of society. At that time, mainstream fashion was usually focused on high fashion brands. For example, in the 1950s, Dior led the popularization of fashion with its Haute Couture’s success. However, several social problems emerged caused by industrialization. Some people started to reject the uniform society brought about by mass production and resist the mainstream society. This movement began to express rebellious messages about society and various personal identities through fashion - this is “Anti-fashion.” Such anti-fashion often showed the needs and identity of subcultural groups, and most of them contained political and social messages. The representative examples that were born like in this way are now well known to us, such as hippie, moz, and punk styles. Representatives of Anti-Fashion Anti-fashion is the story of the sub-group, and the way non-mainstream is against the mainstream. Let's look at its resistance by looking at the three representative examples of anti-fashion. 1. HIPPIE Hippie arose among young Americans in the 1960s. The young born around the Second World War and went through various wars, rejected cruel wars and sought love and peace. They criticized a human alienation in capitalist society and valued folk values. Furthermore, they rejected the city rife with capitalism and human alienation. Instead, they pursued nature, spiritual liberation and freedom. Reflecting their values, the hippie style overall feels like a free spirit, similar to an ethnic(=reflecting national traditions)style.It emphasizes the printing or embroidery of natural patterns such as flowers that represent ethnicity, with a loose silhouette easy to move. Hippie style has now become a particular fashion style – we can often see the style in popular culture in concepts that emphasize freedom or nature. 2. PUNK Punk came from the younger generation who opposed the despairing society in Britain in the 1970s. At that time, Britain had a serious economic difficulty after the war. The British government imposed restrictions on workers' wages to curb inflation : accordingly, workers and the young were furious. This situation and the popular punk rock music culture at the time were met, and punk fashion appeared. Sex Pistols, a British punk rock group that represents the punk style of the 1970s / photo by Eric EchenbergThe young expressed their confusion, frustration, and anger through punk. They also rejected the norms of society and the uniformity of mass production systems and emphasized an independent attitude and individuality. In this context, punk has a rebellious, aggressive, and free-spirited style. In particular, they emphasized the DIY (do it yourself) spirit, revealing their own attitude and personality, so they tore T-shirts or wrote down a message. They also put Safety pins, studs, spikes, chains, zippers, locks, and straps. The hairstyle was pouty, and the makeup was a thick smokey. Punk style also has now become a particular fashion style – we can often see the style in popular culture in concepts that emphasize being naughty or rebellious. 3. GRUNGE Fashion emerged in the U.S. in the 1990s. In the early 1990s, the U.S. was filled with anxiety and depression with the Gulf War outside and the economic downturn inside. The young of this era expressed their dissatisfaction, fear, and cynicism about this unstable reality through grunge looks.They criticized the capitalist system and elitism and emphasized economic inequality. The most noticeable feature of grunge is that it openly shows 'poverty.’ Grunge shows a lot of holes, loosened strands, and torn details everywhere without hiding. We can also see a mess of mix-and-match of various fabric and excessive layering. It also emphasized the old, worn-out details against the fast-changing trend of mainstream fashion. Anti-Fashion Sweeping the Mainstream We looked at 3 representative anti-fashion styles, all of which do not try to look beautiful from a social perspective, but instead focused on social problems and their independent values. The original identity that anti-fashion showed has attracted the public's attention. Mainstream fashion has been inspired by anti-fashion and they have borrowed its characteristics and brought up to new ideas. In the process, mainstream fashion brands have eased the aggressiveness of it and added popularity, expanding it to mainstream fashion. Now, numerous fashions are introducing anti fashion - anti-fashion has swept the mainstream fashion. The spread of anti-fashion has led people to question what fashion is and what the definition of beauty is. Thus, attempts have emerged to overcome the limitations of mainstream fashion. For example, deconstructivism, which destroys the standardized composition of fashion, has also drawn attention. Anti-fashion still plays a big part in fashion in the 21st century. Still, many fashion brands borrow a lot of anti fashion styles. They also deliver social messages about environmental protection and LGBT rights. Anti-fashion has led to new fashion by expressing their own identity beyond the existing fashion norms.In this way, fashion is a communication tool that not only covers our body and shows off something, but also can convey social messages and show the values of a particular group. I hope more diverse classes will resist society, the mainstream and express their values through fashion. Therefore, the fashion world will become more diverse, new, and beautiful. Sources https://visla.kr/feature/128754/ https://www.marieclairekorea.com/fashion/2016/11/%ED%8E%91%ED%81%AC-%EB%A3%A9%EC%9D%98-%EA%B7%80%ED%99%98/ https://www.cosmopolitan.co.kr/article/53737 https://news.mt.co.kr/mtview.php?no=2015051315550169050

• 작성일 2022-05-22
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