• Journal of the Korea Convergence Society
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• v.6 no.6
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• pp.87-93
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• 2015

Advertisements in modern era are not intended to be consumed only as commercial purposes, but consumed also as cultural and artistic purposes. Advertising contents' success depends on Semiotic codes revealed in advertising texts. Advertising scholar Ozoh (1998) argued that perspectives for advertising are divided into two perspective, one as marketing tool perspective and the other as communication processes perspective. Advertising planning, advertising management, advertising, and advertising evaluation of marketing perspective are significantly different from those of communication perspective. Two perspectives of advertising present various debates on what contents of advertising messages are and how advertising messages are made up. In this research manuscripts, we discuss story telling as communication tool of advertising text in terms of cultural semiotics. That is, meaning value of goods is so well revealed in use value of goods that they satisfy consumers' needs, we analyze how they satisfy consumers' needs in semiotic(symbolic) process. We apply Gremas's semantic model to coffee advertisements in France and Korea, and analyze various differences between differentiation strategies of French coffee advertisements and those of Korean coffee advertisements in terms of semiotic perspective.

• Cartoon and Animation Studies
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• s.41
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• pp.107-131
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• 2015

This study is on the modification of characters' role and personality between spin-off animation and original works. For this, one of box office hits, (2011) and (2015) have been analyzed with Enneagram and Greimas' Actantial model. The result shows, firstly, the protagonist of spin-off work plays subject role in a new narrative comparing that he/she plays faithful helper's role in original work. Secondly, the protagonist's personality does not show big difference between in spin-off and in original. But, anyway, there's a small change that the secondary personality in original stands out as a primary personality in spin-off. Finally, the standing out personality of the protagonist tends to be 'achiever' or 'loyalist', those of stereotype successful animation characters. In conclusion, the role change according to new narrative seems to be unavoidable. And, the personality change is, too. However, the personality change is partial and it has continuity from the original considering the potential audiences' expectation.

• The Journal of the Korea Contents Association
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• v.15 no.5
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• pp.1-17
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• 2015

In domestic game market, the video game market is getting smaller and also decreasing funds and high level developers. So we need the software that can help us to make more realistic and high quality contents by non-expert developer in poor environments. In this paper, we selected global studio's animations which were scored good evaluation by public and critics as a well-made emotional expression that can convey the emotion properly. We selected movements that express emotions from the animation scripts by using Ekman's 6 basic emotions and Greimas' dynamic predicate, and then we had analyzed and categorized with the data. We also analyzed the movements for which data we needed to create specific movements to express emotions by using 'Animation Layer' that used in Unity's blending process. And suggest concept of the program that to create the emotional expression movements by using those analyzed data.

• Smart Media Journal
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• v.6 no.3
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• pp.64-67
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• 2017

Literary works are used as materials for various cultural contents including plays, movies, cartoons, and games. According to the results of the previous study, it is possible to create a game story that is plausible and universal even if the game storytelling is carried out using the elements extracted from the source data. It is expected that the analysis of the transformed contents of literary works will be analyzed. In this paper, we analyze the scenario of "Mabinogi" using literary works in domestic online games using Greimas' s actant model. The analyzed results are compared with Hamlet, which is the source of the source, and analyzed the structure, age, background, heroine, goal, theme. This study confirms the change of the narrative when the literature is contents, and the analysis is meaningful in analyzing the transformational patterns of game scenarios based on literary works. I hope that it will contribute to the study of various methods of storytelling by various materials of literature works.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2016.10a
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• pp.185-186
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• 2016

Animations are filled with emotional expressions of childlike innocence and fun, their dramatic plots and boundless imaginations have made them the focal points in a global context featuring industrialization and marketization, and people around the world like watching these animations. Animated adaptations are very common artistic phenomenons and cultural practices, and they have been one of central topics of theoretical discussions since the creation of animation films. Currently, the research on animated adaptations is mainly about case analysis, but from the perspective of methodology, there lacks a theoretical and systematic study on the adaptation and recreation of narrative text. This paper takes western narratology as the theoretical tool to do a systematic research analysis on the narrative adaptation of animation films, and it will involve the method and values of animated adaptation. This paper used to the method of 'Greimas' and to study the procedure of adaption from an origin to an animation. The paper found the success factors in animation through it.

• 기호학연구
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• no.57
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• pp.91-120
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• 2018

This study was contemplated about an aspects of modernity that was discovered of ImcheonByeolgok(林川別曲) written by Okgukjae Lee, Un-young in 18th Century. It was composed time that unprecedented state in the 18th century. So, I considered that Modernity was the most appeared at 18th Century. During this period, Changes has happened in ideology and system in terms of politics, economy, society and culture. This change is the beginning of a new modern consciousness. There is also a tendency to think of Imcheonbyeolgok as the autobiographical story of Lee, Yun-young. It seems that Lee, Yun-young has a progressive scholarly thought, but he did not reveal his own situation by insulting him. Therefore, I am not realistically valid for being able to see it as an autobiographical story that he actually experienced. Also, although ImcheonByeolgok is known as a love song, it is hard to see it as a love song because its satirical features are strong. and It is characterized by the peculiar form of narrative being described as a dialogue. I picked two aspects of modernity in ImcheonByeolgok. One is resistance to love and desire, and the other is disintegration of the order of identity. The two aspects of this paper were presented as Greimas's Actant Model. ImcheonByeolgok is the result of efforts to show the changing modern Joseon Dynasty's elements in the form of resistance and resistance to Joseon's feudal society, such as Confucian ideology and identity systems. Thus, I suggested the corrupt ruling class of Joseon's feudal society and the exploited working class life as an old living and a grandmother instead of 'resistance' and 'disposal' in the 18th century. The criticism of traditional feudal societies that emerged in the 18th century turned out to be a hegemony that distinguishes the Middle Ages from the Modern Age, which resulted in differences between the ages before and after the 18th century. Although these hegemony were not clearly distinguished in household literature in the 18th century, it was established and developed in the 19th century. I suggested that Lim's Star Song was an important work that played an important role in bringing about this change.

• The Journal of the Korea Contents Association
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• v.17 no.12
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• pp.34-48
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• 2017

The narratives of the digital age have attempted interactions, and the interactive storytelling represented by the Branch Narratives has a problem of the expensive production cost of many optional implementations and poor narrative compared to linear story. As an alternative to this, this study proposes a user-oriented storytelling using user's personality traits. Using the Enneagram, a model of human psyche, and the Actantial model of the semiotician Greimas, when stories and characters are the same, the story could be reconstructed by deriving different topics from the same story according to the user's Enneagram personality type. The theme is determined by defining the axis of the desire of the Actantial model by respectively setting the character with the user's Enneagram type as the subject and the core value in the type as the object. The axis of Power could be defined by the stress and security points in Enneagram. In this way, we can derive the themes of 9 Enneagram types and the corresponding Actantial model and make plots. The users will appreciate one of these reconstructed plots in different perspectives and themes, depending on their personality type. In this study, we applied the above methodology to the story of the pansori novel "Tokkijeon". User-centered storytelling is a new attempt to predict user's choice and reconstruct the story based on the user's personality and perspective.

• Cartoon and Animation Studies
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• s.16
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• pp.101-112
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• 2009

The purpose of this study is to analyze trilogy by means of semiotics. trilogy constructs a story as a whole while each piece delivers a concluded ending. This study used 'modele actantiel' and 'carre semiotique' of Greimas in order to clarify not only the meaning structure but also the course of narrative of . is a compelling story which reverses the fairy tale of a beautiful princess and a heroic prince. Each piece of the trilogy unfolds as following; (1)ls the love of a princess and an ogre possible? (2)Can the marriage of the couple get confirmed? (3)Can Shrek be free again? The repeated meaning structure of trilogy is the binary opposition of nature versus culture, and the narrative course forms the meaning square on the basis of the opposition. Human culture represented by the lord Farquaad and Duloc castle signifies cleanness, order, complex, anxiety, paranoia, authoritarian, and violent. On the contrary, Nature represented by Shrek and the swamp signifies barbarity, freedom, confident, maturity, unstrained, and humar. The meaning of Shrek series is generated by the structure of the basic discrimination of culture versus nature. However, as story twists the bias and fixed idea, the meaning structure of Shrek shows a unique relationship of culture and nature. Although Shrek, an ogre, lives alone in a swamp because of the bias of human world, he is depicted as self-sufficient, comfort, and broad-minded. On the basis of this meaning structure, Shrek is not a story that an ogre(nature) strives to enter the human culture, nor a story that nature wins a victory at the confrontation between culture and nature, but a story that human(culture) and ogre(nature) overcome their fixed ideas through the transition from culture to nature and vice versa.

• The Journal of the Korea Contents Association
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• v.11 no.2
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• pp.215-228
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• 2011

In the history, 'father' has been described as a being who not only take care of the family but also represents the family socially and supports them. Like the Western patriarchal tradition prevalent in the 19th century, fathers in Korean society also bear patriarchal paternity based on Korean traditional Confucian culture. In such a unique family culture of Korea, Korean fathers hold the patriarchal male centered idea and regard it as the roles of man and father to be responsible for the family's living and safety and to be more rational than emotional and more blunt than gentle. Social ideology for this image of father is expressed in media, and an example is the patriarchal image of father in TV dramas and movies. In order to analyze the image of Korean fathers described in films, this study selected two films and examined the semiological meanings of fathers' roles expressed in the films using Metz's syntagmatic and paradigmatic analysis method. The films chosen for case study are 'Fly Daddy', 'The Show Must Go On', and 'Speed Scandal'. These films are good examples demonstrating that Korean patriarchal paternity and its background traditional ideology are projected on media.

• Cartoon and Animation Studies
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• s.43
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• pp.77-102
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• 2016

This study is on the variation of characters' role and desire in the series animation. For this study, Greimas Actant Model is used to analyze characters' role and behavior and Maslow's Motivation Theory is used to analyze the changing pattern in their desire. Finally, Joseph Campbell's Monomyth or Hero's Journey is used to analyze the whole narrative through all the series. For this analysis, this study chose series animation as a case, The study shows that the desire of the protagonist of series animation keeps escalating for higher values. On the contrary, the other characters' desire don't show any consistency. This result can be explained with monomyth frame. The escalation of the desire in natural because the whole series is a three consecutive episodes about the story of a person's turning over a new leaf and reunion of the parted family. Also, the escalation is originally plotted by the protagonist's expectation role in monomyth's three steps; self-awareness, accomplishment and ultimate freedom.