(토요모임) [Feb. 28, 2015]Saturday meeting topic

[Scarlet]

Hey ! Englisholic members ! 

Topics are as follows 

- Science : Can you be scared to death?

- Functional Food : Scientists invent 'anti-ageing' chocolate 

- National Branding : South Korea‘s brand value nears $1 trillion

- National Branding : Japan Ranks as Strongest Country Brand in FutureBrand’s Annual Index

- National Branding : Nation Branding – South Korea

Let's have a chat together !~ 

With Luv 

Scarlett 

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Can you be scared to death?

We don't want to scare you, but the answer, according to AsapSCIENCE, is YES.

If you have a phobia of, say, spiders, needles, heights, or enclosed spaces, there's a good chance you got it from your parents. Scientists suggest that the most common phobias we have today can be traced back to our prehistoric ancestors. The things that killed them most frequently continue to scare us now, even if that fear has become somewhat irrational - the chances of dying from a spider bite are incredibly slim, and unless your oxygen supply is cut off, an enclosed space isn't going to kill you. 

And the fact that so many of us are scared of things that aren't actually realistic threats anymore isn't the result of our evolution being flawed. It's the result of the genes that prepare us to instinctively avoid these things becoming more common, while the genes that don't promote this fear end up fading away, says the latest episode of AsapSCIENCE.

And then there are the day-to-day experiences that also shape our fears, regardless of what happened to our ancestors, or even our parents. With so many fears, it's not the actual threat that's the problem, but our perception of the threat that makes them so scary. But could this perception be so strong, that it actually kills us? We don't want to alarm you, but the answer, says AsapSCIENCE, is yes.

It depends largely on the health of your heart. When you're scared, adrenalin is released, and the heart has to beat much faster to pump blood and oxygen into your muscles. And while, ideally, this means you're stronger and more able to combat an incoming threat, if your heart isn't up to the task, well, it just might kill you. We'll let the guys at AsapSCIENCE fill you in on all the gory details, plus they've got some tips on how to beat a crippling fear.

Source: http://www.sciencealert.com/watch-can-you-be-scared-to-death 

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<QUESTIONS>

Q1. Do you have anything that make you scared to death? 

Q2. Why does people have phobia? What kinds of advantages and disadvantages can we have 

       when you feel the fear ? Can you explain your body responses after watching scary things?

Q3. Do you have any special ways to overcome phobia? 

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Scientists invent 'anti-ageing' chocolate (24th February, 2015)

Imagine a new chocolate that keeps you younger looking. It seems too good to be true, but a team of scientists believes they have invented anti-ageing chocolate. A laboratory working with the UK's Cambridge University has been working on a method to keep away wrinkles and keep the skin looking younger. It has called its new product 'Esthechoc'. This is a combination of the words 'esthetic' (meaning all things beautiful) and 'chocolate'. The new product is also called Cambridge Beauty Chocolate. The makers will start selling it from next month. The laboratory has not said anything about the price yet, but it is likely to be quite expensive. The lab hopes young, rich business executives will buy it.

The laboratory used a special chemical called an antioxidant in the chocolate. The antioxidant they used is one that gives flamingos their pink colour. The scientists say that the antioxidant can bring parts of the skin of a 50 to 60-year-old person back to the levels of a 20 to 30-year-old. They said people who ate the chocolate could see changes in their skin within just three weeks. A spokesman for the laboratory said it took a decade of research and trials with more than 3,000 volunteers to produce Esthechoc. The chocolate bar will only be sold in boxes of 21 bars – one a day for three weeks. Other scientists say more research is needed for people to know whether or not Esthechoc actually works.

Read more: http://www.breakingnewsenglish.com/1502/150224-anti-ageing-chocolate.html#ixzz3SiKBgxAL

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<QUESTIONS>

Q1. What do you think of the idea of anti-ageing chocolate?

       What do you think of the name Esthechoc? Do you have intention to buy this chocolate? 

Q2. How do you think about those functional foods? 

       Do you think those industries' future is promising ?

       * A functional food is a food given an additional function (often one related to health-promotion or disease prevention) 

         by adding new ingredients or more of existing ingredients.[1]

         source : http://en.wikipedia.org/wiki/Functional_food

Q3. How much of this chocolate would you like to buy? Is this new chocolate "too good to be true"? 

Q4. What are the health benefits of chocolate?

Q5. How much do you worry about your skin? What do you do to look after your skin?

Q6.  What's the best way to keep wrinkles away?

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South Korea‘s brand value nears $1 trillion

South Korea’s brand value stood at $997 billion, retaining its 16th position in the global ranking for 2014, according to a U.K.-based brand eval‎uation agency.

Brand Finance, which released its annual Brand Strength Index on Wednesday, said Korea’s brand value increased 29 percent from $775 billion a year earlier.

The United States topped the BSI with $19.26 trillion, followed by China ($6.35 trillion), Germany ($4.35 trillion), the U.K. ($2.83 trillion) and Japan ($2.45 trillion).

The agency said South Korea was picked as one of the “best performers,” which honors countries with a high growth rate of brand value. Qatar, Bangladesh, Sri Lanka, Ireland, the Philippines, Colombia and Vietnam were also included on the list.

Source : http://www.koreaherald.com/view.php?ud=20150212001272

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Japan Ranks as Strongest Country Brand in FutureBrand’s Annual Index

For a country preparing to host the Olympic games in less than six years, Japan got an encouraging nod from FutureBrand’s Country Brand Index this week for having the strongest country brand in the world, the first time Japan topped the list.

As preparations get underway for the 2020 Summer Olympic Games in Tokyo, FutureBrand measured country brands for how many consumer brands they’re known for, their expertise across multiple consumer categories and how much momentum they have in technology, innovation and sustainability.

The index found Japan’s business potential has the most positive perceptions, followed by its heritage and quality of life. The strongest association people have with Japan is its advanced technology, and the country’s health, education and culture also have strong associations.

Of the 75 countries part of the index, only 22 qualify as country brands. This isn’t particularly jarring, given half of the countries examined are classified as “developing” by the United Nations (UN), and are therefore less likely to have an organized and established brand strategy.

No surprise, as a tourism magnet Europe had the most country brands on the list, and Switzerland was ranked directly behind Japan, followed by Germany and Sweden. Australia and Canada also landed top 10 spots. The U.S. is ranked seventh.

The five cities to watch for emerging country brands during the next three years are all in Asia or the Middle East, according to the index. They are:

China

U.A.E

South Korea

Israel

Qatar

FutureBrand FBI WEB BANNER 2014-15

Source : http://skift.com/2014/11/14/japan-ranks-as-strongest-country-brand-in-futurebrands-annual-index/

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Nation Branding – South Korea

South Korea: Mapping the Future

By: Ashley Turner

South Korea is one of the fastest growing developed countries in the eastern hemisphere. To compliment their rising economic status in the public sphere, the government put in place an exhaustive 10-point public diplomacy campaign to spread their rich culture and history to a global audience that tends to skip over the East Asian country when pursuing hotspots, optioning for places like Bangkok, Hong Kong and Tokyo instead.The government is aware of the millions in tourist dollars that is potentially being wasted by not giving a clear vision as to what it is all about, thus intensive foray into nation branding; not being the first country to do so, but to do it with noticeable vigor.

It is far from an impossible task – many see the potential in Korea as a country that can positively contribute to the global community. South Korea wants to contribute, and wants to be noticed. However, they must encompass a successful plan to do so.

According to the Simon Anholt Report, nation branding refers to “how  a country is seen by others.” Nation branding is an aspect of public policy that can also be defined as “strategic self-presentation of a country with the aim of creating reputational capital through economic, political, and social interest promotion at home and abroad. National brand today reflects the image of a country (soft power) more than its military or economic influence (hard power) in the international world. Strong national brand translates into high respect and acceptance of that country by the international community (G.Szondi, 2008).

In this sense, South Korea has already proven the prowess of its “hard power” – historically it has one of the most successful economic comebacks in decades, building up from the rubble of the Korean War, into the sleek, cosmopolitan city that is Seoul.

Thus, The Presidential Council on Nation Branding was established on January 22, 2009 with the objective to promote Korea’s global image and to right misconceptions about and raise respect for Korea, its culture, its products and people. The goal of the Presidential Council on Nation Branding is to raise Korea’s brand from near the bottom of the member states of the OECD to the middle (13 out of 31 countries) by 2013.

As a branding opportunity, Korea’s plan has all the characteristics of a government-supported effort to reach to other countries.

Under the tagline “Korea, A Loving Embrace” there are ten main activities being promoted by the Presidential Council on Nation Branding: (1) Shaping the Future with Korea, (2) Campus World: Global Korea Scholarship, Campus Asia, (3) Korean Supporters, (4) Global Korean Network, (5) Promoting Korean and Taekwondo, (6) Global Citizenship,(7) Advanced Technology & Design Korea, (8) Rainbow Korea, (9) Friendly Digital Korea, (10) Korea Brand Index  (Keith, 2009).

(1) Shaping the Future with Korea

This project includes strategic economic cooperation with developing and underdeveloped countries by passing down the Korean development experience. The project aims in expanding the Economic Hallyu (or Korean movement) worldwide.

Due to its rapid economic turnaround and development Korea has become a role model for many underdeveloped countries. On November 25th, 2009 Korea joined DAC (Development Assistance Committee) whose mission statement is that the giving of humanitarian aid is the responsibility of all developed nations. Any assistance activity has to be done with the approval and sympathy of the people and continued assistance can only yield positive results. As one of the prominent accomplishments associated with the country, the government can utilize a recognizable aspect of Korea to publicly assist less fortunate nations and further embed themselves in the global community. Fostering respect from fellow developed countries and gaining curiosity and goodwill from the underdeveloped countries Korea is assisting. It is a good bid for notoriety on the government’s part.

(2) Campus World : Global Korea Scholarship, Campus Asia

This project supports international students with scholarships to establish a group of scholars amicable to Korea. The project also promotes student exchange programs between Asian universities to promote mutual understanding and interaction amongst future leaders in the Asian region.

To raise Korea’s brand value, foreigners will also play an essential role. Korea continues to be the only divided country in the world and this is a source of negative recognition that offsets positive images created by Korea’s economic prowess. The Korean Wave (Hallyu) also helped to improve the image of Korea, but its effect is waning somewhat, and is confined primarily to Asian countries.

Korea utilizes two media, Arirang TV and Korea Net to advertise to foreigners. However, the main viewers are overseas Koreans. To raise their foreign image, it would help for the government to increase the number of volunteers overseas.

(5) Promoting Korean

This project includes establishing a Korean language e-learning system and increase knowledge of the Korean language through unifying Korean learning institutes as a single brand.

In October 2009, the Korean administration announced its plan to set up 150 Korean-language schools, called the King Sejong Institute, overseas by 2015 as part of efforts to promote cultural exchanges. The schools will play a central role in globalizing the Korean alphabet or Hangul, as well as providing information about the country.

(6) Promoting Taekwondo

This project aims in branding Taekwondo as a prestigious and internationally recognized sport. Through Taekwondo, the council wishes to introduce Korean culture and spiritual value and develop cultural contents and tourist products. The council will also assist in systemizing Taekwondo academies abroad.

The Korean government is again picking and choosing what to promote to pique people’s interests. Except in this case, they are working from a vantage point where a good majority of people are not familiar with the glory years of the Chosun Dynasty, the cultural importance of Confucianism or the popularity of Korean music and dramas in Asia. Choosing the national language and the national sport as starting points is an informed decision and should be one of the first of the plans enacted in their nation branding system. It will be easier to breed familiarity in the long run promoting recognizable aspects of the culture. However, less time could be spent accommodating these campaigns as they are already connected to the country culturally.

(8) Advanced Technology & Design Korea:

This project includes positioning the best quality products made in Korea as “Premium Korea” and publicize Korean luxuries through these products.

Korea’s economic growth is due a great deal to technologies developed by Korean corporations. However, the recognition of Korean corporate brands is lacking. The Council on Nation Branding surveyed 1000 American university students about some Korean corporate brands. 56% of those surveyed said they thought Hyundai was a Japanese company, while only 25% said they thought Hyundai was a Korean company. 58% also said they recognized Samsung as a Japanese company, and only 10% knew Samsung is a Korean company. The Council on Nation Branding hopes to alter this shortcoming by running TV commercials that promote Korean technology on the BBC and CNN (Hyundai Research Institute, 2010). Owning these companies and their product line and development is the perfect opportunity to capitalize on one of their biggest global commodities and the Korean government should not be hesitant to associate themselves with these products worldwide, as Japan and China have most definitely benefitted from their economic output in making their countries huge technology Meccas. Korea is just as advanced or close to their level so, and technology in general is brand of many Asian countries, the government should insert themselves more aggressively in that mix.

(7) Global Citizenship

This project is a hospitality campaign towards foreigners either living or visiting Korea. The project will assist Korean nationals in raising global etiquette and internet ethics.

(9) Rainbow Korea

This project aims in assisting multicultural families to become healthy members of the Korean society. Infrastructure and economic assistance toward multicultural families in Korea are to be provided through this project.

However in really looking at  country and their reactions to global outreach, particularly in the past, South Korea employs the nationalist/cultural model in the public sphere, and spurred by a deep cultural history have embed this model in the cultural ethos.

- Public sphere’s principal function is preservation of national culture or some form of collectivist national interest

- Infrastructure and content of public sphere aimed at solidifying common cultural identity

- Theory of collectivism expressed in terms of either religion, ethnic heritage, class/social solidarity, authoritarian control of expression‎, language, or aesthetic tradition

- Characterized by extensive state intervention in content regulation and infrastructure regulation

The Korean government itself may not have such staunch ideals in promoting their culture, but South Korea does possess a strong sense of cultural solidarity. That does not necessarily brand them as isolationists but perhaps bearing a lack of compassion in having to explain aspects of their culture to foreigners or even surprise at them expressing interest in it. It is an interesting aspect of the country’s personality; South Korea feels beholden to spread their culture to world, but do not necessarily desire that cultural diversity on its own soil.

In addition, as a result of their cultural intermixing with surrounding countries, along with continuous and attempted invasion by neighbors China and Japan, modern-day Korea, in spite of its ten-point plan, is a fiercely nationalistic, homogenous state. The purely homegrown creation of Hangul, Korea’s writing system merits its own holiday in honor of its creation. Yet and still, the Chinese number system is still utilized prominently in society. It is possible to see where internal conflict may arise and foreigners may feel unwelcome. Allowing dual citizenship is a critical move toward embracing a non-Korean or Korean-American community, instead of being forced to choose.

As mentioned in the United Nations Educational, Scientific and Cultural Organization, South Korea’s shared cultural history with China and its staunch adoption of Confucius ideologies left the country decades later in a kind of “identity crisis.” Also including fairly recent Westernization, The country contains a duality, two different aspects of his history and culture that continue to merge and collide into one another (Kim, 1976).  Kim is perceptive in mentioning the country’s inherent duality, and may have been one of the first to do so. Writers since have brought up this topic in articles and academic papers repeatedly in an attempt to explain Korea’s societal makeup.

There is a huge fear of becoming too westernized, while discarding distinct aspects of the history and culture of the country that will differentiate Korea from other countries in Asia. There is nothing wrong with the Korean government working to keep the country’s identity and culture, but they should also keep in mind that in promoting their country to others, stressing their differences is exactly what will make Korea stand out.

The Presidential Council on Nation Branding was established on January 22, 2009 with the objective to promote Korea’s global image; to right misconceptions about and raise respect for Korea, its culture, its products, and its people.

The alleged “Korea discount” phenomenon seems to occur as a result of some foreign media’s distrust and distorted reports about the Korean economy. Now the government considers it appropriate to embark on a nation branding campaign to upgrade Korea’s brand vale in proportion to its economic power.

One of the major challenges that Korean policymakers have set for themselves is to reduce or even eliminate the negative label “Korea discount,” which refers to the belief that the “Made in Korea” brand carries less prestige and status than other countries such as “Made in Japan” or “Made in Germany” (sohjung@heraldm.com, 2010).

While it is impressive that the government has taken the lead on this project, they are also free to tighten the reins on a campaign with which they disagree, particularly if they are not directly affiliated with it.

Michael Hurt, a member of the Presidential Council for Nation Branding, co-authored a book released in 2010 titled, “The Seoul Fashion Report, Vol. 1.” The book strives to depict a hip, modern, vibrant side of the city, one that is usually not promoted to the public.

However, Hurt revealed to various media outlets that since it`s not a public relations-crafted image of Korea, it has been very difficult to get attention and support from Korean organizations or the government as the book “doesn`t depict Korea as a land of ‘hanbok, palaces and fan dances’.”

Hurt has said “Government officials and the people sitting behind desks planning tourist campaigns, events, or just about anything where a white Westerner might show up are so overly concerned about … a negative image of Korea that they actually have lost the ability to see what foreigners actually like about Korea (Lamers, 2010).”

G. Rozman notes that a key challenge for policymakers is to project an authentic and culturally grounded image of the nation in a way that domestic audiences do not feel shunted off to the side. Oversensitivity about identity can be problematic in Korea and a solution cannot be found by pretending that national identity does not matter (Rozman, 2009). That is crucial in reaching out to the global audience. Bringing up Kim’s idea of duality from earlier – there are two sides to Korea that most do not know about, and the government is not sure which cultural aspects will be more advantageous to emphasize in the end.

South Korea’s government has a foundation of understanding when it comes to the basics of what it needs to achieve in the field of public diplomacy, and nation-recognition. However, they must also be open to promoting all aspects of Korean culture – sleek modern cities and ancient dynasties. Noting the negatives and having preparation in place to counter them. Writers and researchers have discussed much considering the country’s duality of existence; its inhabitants embrace it as naturally as the course of a day, but must not be hesitant to reveal that to others.

Also despite the fear of a dilution of culture, the country has already internalized quite a bit of Western culture already and its influence will not go away.  A concerted effort to show an openness and understanding of other cultures can a long way in expecting the rest of the world to do the same.

Therefore I would recommend that the money and resources devoted to promoting such things as national achievements (Hangul Day, etc.) be used to open a new division or new amendment to the plan devoted to setting at least an equal number of incentives to celebrate other cultures for their contributions to the world at large.

When Turkey has a popular cultural event commemorating the Korean War, then the government should make a point to have a correlating event educating and celebrating Turkish music and literature or Victory Day, Turkey’s personal independence day of 1922.

In that sense, the country would be almost running a dual campaign to increase awareness of their culture, and to also increase their citizen’s awareness and appreciation of other cultures.

Effective advertising, successful enterprises, emphasis on localization, and international spokespersons to represent the country will go a long way in tandem with plans that the government is already setting in motion.

Source : https://southasiacommunication.wordpress.com/report-5-nation-branding-south-korea/

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<QUESTIONS>

Q1. When you think of Korea what images come into your mind? 

       What is the most competitive image of Korea ? 

Q2. What are the advantages of having better national brand image? 

       Plz share the positive effects with us !

Q3. Below ten activities are the main strategies to promote Korea national brand image. 

       Do you think what is the most effective measure for improving national brand? 

Under the tagline “Korea, A Loving Embrace” there are ten main activities being promoted 

by the Presidential Council on Nation Branding:

 (1) Shaping the Future with Korea,

 (2) Campus World: Global Korea Scholarship, Campus Asia,

 (3) Korean Supporters,

 (4) Global Korean Network,

 (5) Promoting Korean and Taekwondo,

 (6) Global Citizenship,

 (7) Advanced Technology & Design Korea, 

 (8) Rainbow Korea,

 (9) Friendly Digital Korea,

 (10) Korea Brand Index  (Keith, 2009).

Q4. Nowadays, many have interests in personal branding. When you are branding yourself 

       what is the most unique and representative image of yourself? 

[Ray`]

one topic? u gonna post one more?
Thank u for ur dedication.

[Scarlet]

done ! thanks for your attention !
Hve a goood day !