• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.10 no.1
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• pp.83-93
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• 2015

The purpose of this study is to a study on the development of the DMZ tourism merchandising which use storytelling. also this study is to develop DMZ tourism imagery using the storytelling structured the subject matters based on DMZ. storytelling tourism is the oldest and the best factor of tourism activity among induced factors in these days. As a life of human being is upgrading, the importance of DMZ storytelling tourism merchandising will be magnified. Even tourism commercialization is able to make an achievement as an economical effectiveness to a developing country. Data were collected from 205 members of leading tourism business and job performance in travel agency. data were statistically analyzed using SPSS 20.0. Findings from this study suggest that local government and DMZ tourist business operators consider the storytelling for vitalizing authenticity to improve tourists' satisfaction. also this study is about DMZ tourism commercialization to achieve various opinions of several scholars.

• Journal of Digital Convergence
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• v.18 no.3
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• pp.299-304
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• 2020

In the past, commercial advertisements were produced mainly by advertisements that introduced functions, descriptions, or brands that the product had. However, the current advertising market appeals to the product by projecting emotion into the product in line with the consumer's expanded role of storytelling. Nudge effects can help you make the right choice in an economic and behavioral sense. Storytelling, which includes these nudge effects, allows people to communicate with people, thereby allowing consumers and businesses to move in the direction they want. This study understands the concept of nudge effect through commercial advertisement of Seoul Milk and studies the impact of corporate commercial advertisement on the analysis of the interactions between nudge effect and storytelling on the company's perception change as a consumer. The purpose of this study is to study the influence of the nudge effect. The results of this study have affected the perception of the entity, affected by the ripple effect of the nudge effects.

• Science of Emotion and Sensibility
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• v.15 no.4
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• pp.489-502
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• 2012

Storytelling advertising is one of the most popular ad types in marketing field. However, there has been little attention to storytelling ads in consumer and advertising research. To examine the effectiveness of different types of advertising, this study collected 9 commertial ads, which consisted of 3 advertising types(storytelling, informative, image) ${\times}$ 3 products(digital camera, coffee, health drink). We investigated the differences in emotions after ads and arousal level, as well as the advertising effectiveness among the three types of advertising. Preliminary analysis revealed that the emotions after ads could classified into two distinct emotion types, affective emotions and cognitive emotions, and we used the two emotion types as emotions after ads to simplify the results. The results indicate that the storytelling ads are more effective than the image ads, but this power of storytelling ads may not be found in the comparison with informative ads. It is also found that storytelling ads can help form a more positive attitude for males than for females, whereas image ads can have an more impact on females than males. In addition, it can be proposed that affective emotions after ads may play an important role in the effectiveness of advertising types, but the interaction effects of advertising types and gender may depend on the cognitive emotions after ads.

• Journal of Korean Society of Archives and Records Management
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• v.17 no.1
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• pp.245-273
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• 2017

To complement the limitations of the public relations method performed currently in archives and serve various users, a new approach to public relations are needed. Recently, as the size of the webtoon market has expanded, public relations using webtoons continues to heighten in enterprises and public institutions. Therefore, this study proposed a method for public relations using brand webtoon as a means of promoting the archives. This study was focused on the National Archives of Korea. Thus, based on the analysis of roles, service, contents, and users of the National Archives of Korea, this study suggested production plans to increase the promotional effect in brand webtoons and strategies such as viral marketing, the brand story strategy, and the one-source, multi-use (OSMU) strategy.

• The Journal of the Korea Contents Association
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• v.12 no.11
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• pp.119-132
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• 2012

Korea's latest quantitative urban development led to a result to lose our public properties' identity provided by urban environment, so we now have to think how to solve environmental matter of one-sided public design. Because one city's public environment is the central axis to determine its first impression and also connected with its overall value, the region's value show obvious differences by its urban scape design. Therefore we analyzed current cityscape of Tokyo's Marunouchi street and Avenue des Champs-Elys$\acute{e}$es in Paris which applied how to connect visual and physical characteristics of urban space representation to outdoor space's nature well, and tried to reconsider what is our design identity of creative cityscape.

• Journal of Digital Convergence
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• v.12 no.10
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• pp.541-556
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• 2014

study on Storytelling advertisement, this study examined its own characteristics and distinctive qualities, compared to other advertisements. For this purpose, not only previous discussions about Storytelling genre and theoretical system about its narrative are examined; but also, from actual advertisements, its classification and the distinction of their characteristics are established. According to the Storytelling advertisements, it is also examined that each impact on the field of consumer's response of sympathy, perception, and emotion; and on the process of advertising effect. Below is the results of each research. Through the comparison of Storytelling advertisement's clarification, the following was suggested: there are distinctive advertising strategies, the relationship between advertising strategies and advertisement forms, and the consideration for causing the consumer's response, depending on the advertisement form. Also, the concept of explaining how consumers perceive, in the process of advertising effect, the main concept of the drama advertisement, that is the constituents of drama genre, such as characters, plot, conflict, transition, helps achieve the deeper understanding toward advertising.

• 지역과문화
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• v.6 no.1
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• pp.29-56
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• 2019

The purpose of this study is to tell stories about the space of the Museom village as the Museom Byeolli Literature Museum, to recognize the importance of the local literature museum and strengthening the position of the Museom Village. For this, we analyzed the current status of the Museom Village and examined its value and meaning. Based on this theoretical review and the analysis of the subject of the study, we constructedthe Byeolli Literature Museum and made it possible for visitors to feel placeness with the story related to Jihun Joe. For this, the museum consists of a space for lovers, a space for thought, a space for consideration, and a space for healing. The space is telling the story about love, village, dining table, amusement and has maximized the space of the village which is literature contents and the background of literature work. The museum is going to be a complex cultural space where nature, culture, and literature are combined to enhance the image of the region and raise brand value.

• 지역과문화
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• v.6 no.4
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• pp.73-97
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• 2019

This study aims to rediscover the meaning and the value of Andongpo Village to strengthen its placeness through spatial storytelling. It draws the placeness of the traditional village which retains the traditional way of life and the culture of hand-weaving through theoretical consideration, analysis of strengthening of placeness cases in the past and analysis of the village environment and cultural resources to understand the general context of the village. To this end, the theme of spatial storytelling was set as 'the breath of a thousand years', and sub-themes for more specific details were set as 'dedication', 'sharing','memory', 'meeting', 'health', and 'harmony'. It allowed Andongpo-po Village to become a place where traditional culture, creativity and assets of placeness co-exist thus enabling it to produce new contents, which was achieved by assigning appropriate space to each of the sub-themes, making reproduction and creation of a story based on the connection possible. In addition, the study developed a detailed program to enable visitors to become main agents who experience and complete the placeness of the village. As result, the study is expected to contribute to the increase in the brand value of Andongpo Village, the living standard of its residents and the number of tourists.

• Cross-Cultural Studies
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• v.23
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• pp.191-214
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• 2011

Today the company's brand sites are in tendency locating as a handy method to administrate company vision, value and image. So this study tried to examine the aspects of storytelling around Amore Pacific's brand site. To secure the discussion's centrality and concreteness, two issues are considered to be aimed in methodology. First, the menus of relevant site were examined to see if they are securing minimal narrative. This was an attempt to discuss the minimum narrativity that target text is supposed to possess, to objectify little more the term 'storytelling.' After considering the menus of relevant site through narratological ideas of Gerald Prince, the menus that satisfy the level of minimum narrative were hardly seen. Even 'OUR STORY', showing the intention of unraveling the vision and values within the company brand by stories, is not seemed to be reaching universal, objective storytelling. Second, pragmatic, reception theory were applied as another standard to judge storytelling possibilities of Amore Pacific's brand site. Roger C. Schank's script theory, being considered in the field of cognitive linguistics and cognitive psychology, became a handy tool for examining the interactions and its meaning between brand sites and its visitors. As a result, the relevant site could be seen as attempting storytelling following time sequence, through narrator kindly explaining 'visual image-event.' And it was conjecturable that, because of such function of narrator, visitors finishes storytelling in a personal shape by operating internal story based script. This study examined the level and methods of storytelling limited in online environment called as company brand site. But more studies are needed to be in progress, such as about the ways for company websites or brand sites to have an effective, continuous influence on potential consumers, narrator set-up ways suitable for character of subordinate menus, organizations of minimum narrative and so on.

• Journal of Digital Convergence
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• v.19 no.12
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• pp.427-433
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• 2021

With the support of the government and public institutions, local government characters achieved a lot of quantitative growth. However, there are very few successful cases such as strengthening local identity and revitalizing the local economy using characters. This paper presents a transmedia storytelling strategy as a way to solve the problem of local government characters. To do so, I identify the problems of the current local government characters, and analyze the preceding studies on the features and components of transmedia contents, and the principles of transmedia storytelling, to develop strategies and yielded the expected effect. The transmedia strategy of local government characters consists of a total of three stages. In the first step, the local identity is established through the development of a unique story to the region. The second step, improve attractivity by renewing character design for various individual media platforms. And lastly the third step, enhance usability by expanding interactivity based on communication and participation of development actors and the public. This paper is meaningful in that it derives a transmedia storytelling strategy from the perspective of brand marketing as a way to revitalize local government characters. Based on the conclusions drawn from this study, a follow-up study is needed to apply it to specific cases of local government characters.