[ETC] 번역좀 부탁드려요

ABSTRACT
From a consumer perspective, we investigate the behaviors,
rituals, meanings, and themes associated with Valentine’s Day as it
is “celebrated” in the U.S. The objective of our multi-method study
is to provide insight into Valentine’s-related rituals, themes, and
meanings as a basis for understanding consumer behavior for this
holiday. We seek to add to conventional thinking about the impact
of Valentine’s Day on various consumers in the U.S. We analyze
consumer diaries, online postings, group interviews, surveys, and
in-store observations to address three distinct research questions.
Our research questions focus on: a) behaviors and rituals (both instore
and in the private sphere), b) key consumer meanings and
emergent themes, and c) roles of marketing communications during
this holiday. We report various behaviors and rituals and key
meanings behind such actions. We find that this holiday is associated
with extremes (e.g., consumers either love it or hate it).
Commercialism and marketing communications contribute to consumers’
reactions to this holiday by fostering materialism, togetherness,
and gender roles. At the same time, there are strong anticonsumerism
and anti-commercialism sentiments. We discuss consumers’
perspectives on this holiday and suggest avenues for future
consumer research on this unique holiday.

INTRODUCTION
Valentine’s Day and the surrounding season is a time for
rituals and romance in the U.S. This holiday is worthy of study due
to the unique consumption, gift/card exchange, grooming, dating,
and romance-based consumer behaviors associated with this holiday.
Some of these Valentine’s-related behaviors are ritualized to
an extent. In a general sense, rituals organize life and give it
meaning. Ritualized behaviors are important to study as they may
propose consumer behavior principles, which in turn lend marketers
to product and service p-ositioning opportunities (Arnould,
Price, and Zinkhan 2004, p. 93). Consumer rituals for this holiday
are especially enacted by individuals in romantic relationships.
Valentine’s Day is generally known as the day for celebrating
romantic relationships; yet, this day also celebrates other nonromantic
relationships as well (e.g., familial, friendly).
For any type of relationship, however, this holiday celebrates
commercialism and spending. This socially constructed, massmarketed
day and surrounding season is the stimulus for many
consumers to purchase romantic goods (e.g., roses, chocolate,
jewelry) and services (e.g., massage certificates, vacations) for both
themselves and for their significant other. Furthermore, this holiday
entices many to exchange “Valentines” or similar greeting cards for
romantic partner(s), friends, and family members. In fact, over onebillion
dollars worth of Valentine’s Day cards sell annually in the
U.S.
It is not to say that all consumers look forward to or even like
this day of romance and rituals. For some, Valentine’s Day serves
as a somewhat unwelcome reminder of their “single status”. For
others, it is a time when society suggests that money should be spent
as an indicator of affection. In fact, this holiday can be a source of
obligation, self-loathing, and/or disgust for various segments of the
population. Such sentiments entail their own distinct rituals for this
holiday (e.g., singles nights at clubs; self-gifts).
We believe that it is important to understand this commercial
holiday from a consumer perspective. We focus on three research
questions:
RQ1: What are the consumer behaviors and rituals associated
with Valentine’s Day?
RQ2: What are some key consumer meanings and emergent
themes associated with the holiday?
RQ3: What roles do marketing communications play in shaping
the holiday?
We address these questions via multiple methods of data collection,
including: a) consumer diaries, b) online postings, c) surveys, d)
group interviews, and e) in-store observations.
The following section reviews relevant social science research
on rituals and gift exchange. Next, we describe our methods of data
collection. We then report and discuss the findings.

[El_guaje]

음...감동적인 내용이네요 보다가 눈물 찔끔 할뻔했습니다..

[히밤?]

감동적이라구요? 전 이글을 읽고 화가나던데 후 해석은 아래분이

[☆모래마녀☆]

ㄴ무슨 말씀이세요, 첫번째 단락에 'Valentine’s Day'가 나오는데 감동적인 내용이라니..
전 슬퍼서 펑펑 울었네요ㅠㅠ

[제갈량]

밸런타인데이가 다가왔을 때 솔로들에게 일어나는 공격 본능에 대한 글입니다

[츠봄츠봄츠보미]

한 5~10만원정도 단가가 나올만한 영문 문서네요.

[상동의 물미역]

전체적으로 대충 이해는가는데 정확하게 번역하기가 힘드네요..아직은 내가 이수준이구나..-,.-;;

[X.Vettel]

10페이지 남짓이라 그리 비싼 논문은 아닙니다만 제 영어 수준이 병맛이라 ㅠ.ㅠ

[사자비]

이건 일종의 암호문 입니다.
해석을 위해서는 미국 독립선언문이 필요한거 같네요

[믹맨]

발렌타인 데이에 대한 연구 어쩌구 저쩌구 하네여

[욕정]

싸우자는 거요~?

세로로 읽어 보세요~~ 는 개뿔...