• Asia Marketing Journal
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• v.9 no.3
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• pp.187-208
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• 2007

본 사례는 국내 최대 화장품 기업인 아모레 퍼시픽의 프리미엄 한방화장품인 설화수 브랜드의 탄생과 발전과정을 소재로 하고 있으며, 설화수의 브랜드 정체성 확립 전략과 글로벌 전략에 대해 다루고 있다. 설화수는 아모레 퍼시픽의 오랜 생약 화장품 연구의 결과로 탄생한 제품으로 현재 한방 화장품시장의 60%를 차지하고 있는 시장지배자일뿐 아니라 아모레 퍼시픽이 강력한 외국 기업들을 제치고 1위의 프리미엄 화장품 공급자로 등극하게 한 일등 공신이다. 설화수 브랜드는 시의 적절한 제품 컨셉과 탁월한 브랜드 정체성 확립으로 오늘과 같은 위치에 이를 수 있었으며, 문화 마케팅이라는 설화수의 브랜드 정체성과 잘 조화된 전략을 통해 후발 경쟁자들과의 간격을 더욱 크게 벌려 놓았다. 국내의 경쟁과 성공에 안주하지 않고, 글로벌 전략을 선택한 아모레 퍼시픽은 아시아 권을 중심으로 세계시장에서 괄목할 만한 성장을 이루었으며, 더 나아가 설화수는 아모레 퍼시픽의 프리미엄 브랜드로의 포부를 담고 2004년 홍콩에 진출한다. 잘 준비된 브랜드 구축 계획과 4P 전략으로 초기 안정된 시장안착을 달성하고 빠르게 성장하고 있는 설화수이지만, 국내와는 다른 낮은 경쟁기반과 국내에서 성공한 전략의 실행여부 등 새로운 도약을 위한 고민이 계속되고 있다.

• Cross-Cultural Studies
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• v.44
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• pp.147-189
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• 2016

This study attempted to investigate the issue how stepmother's narrative was transferred to . For this agenda, the approach of this paper is described below to determine how Bbaengdeok's stepmother narrative was transferred episodically to . First, this paper started from the relation between stepmother narrative and affiliated with each root folk tale in Buddhist text. Among known as root folk tale until now, this paper investigated whether was the root folk tale affiliated to Buddhist literature. At that point, stepmother narrative showed relation with opening eyes motive. It has been reported that the text of opening eyes in Buddhist literature is originated from the south. This paper confirmed that 's stepmother narrative was related to Buddhist literature originated from south. Next, this paper investigated the background of opening eyes motive of stepmother types. After entering Gyeongpan , it formed Bbaengdeok narrative of Wanpan related to Literary geography of Jeollado enjoying space of Wanpan . There are two evidences for this. The first one is which was passed down around Jeollado. In the course of sudden Buddhist folklore's flow into the country, it is that combined stepmother narrative of sudden Buddhist literature with the characteristics of northern Buddhist literature which was reconstructed into son's filial behavior of northern Buddhist literature to make father's blinded eyes open. The other is the Buddhist trend of the late 18th Chosun when northern Buddhist literature and sudden Buddhist literature were combined. It appeared that stepmother narrative was formed in the Buddhist background of the late 18th Chosun when northern Buddhist literature and sudden Buddhist literature were combined.

• (The)Study of the Eastern Classic
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• no.43
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• pp.7-31
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• 2011

Danjong had suffered the worst misfortune in the history of Lee Dynasty. His throne was usurped by Sejo, his uncle and he was banished to Youngwol where he ended his life for good. Youngwol remembers the last moment of this tragic person clearly through the various traditional stories passed down from the past. In this study, the works assumed to be formed in the contemporary times among Danjong-related stories were targeted. Time of story creation is not known but it could be assumed that the time when heroine of the story was lived may be coincided with the time of traditional story creation, in this story created in a form of experience story. If any objects or elements that may lead to time of traditional story are contained in the story, we may be able to identify the time of traditional story. All of , and were created in the contemporary times. However, these traditional stories are not new at all. If any personal experience story is added on the existing transmitted traditional story, deviation of traditional story near to recreation is taken place. Traditional Danjong story created like this in the contemporary times have some characteristics. First, transmission power of maintaining Danjong story up to the present times was expanded from a nature of misfortune and holiness to general eccentricity. Ability of deity derived from Danjong's grief and grudge is weakened as time goes by and this story is substituted by an amazing things that can be experienced by anybody. Second, at present, Danjong story is transformed to a form of folktale. Danjong story has developed into a myth through deification from a personal legend. This myth is transformed into a folktale everybody can experience in the contemporary times. Third, this story has been recreated in a form of experience story, not a modification. It is said that as the personal experience story is combined with existing traditional stories, a new work of traditional story is created. It could be observed that through contemporary Danjong story, traditional story of historical person could be created in the contemporary times as well and additionally, a process that personal experience story is positioned as a traditional story could be observed. Now is the time to pay attention to various traditional stories being created in the contemporary times like experience stories.

• Journal of Korean Classical Literature and Education
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• no.33
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• pp.255-283
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• 2016

There are different variations in folktales. Sometimes folkltales are combined with another folktales. This is probably done to make it an object-oriented narrative in which an epic attempt is made to strengthen an issue that was not resolved earlier, or a context that was not completed. The wood cutter and the heavenly maiden and Snail bride, are commonly noted for their gender relationship. These tales represent issue of continuing relationships between men and women. Particulary, how in the process of doing so, they succumb to their desires. This striving for lasting relationships does not end happily because "the man" in each case was immature and not able to think clearly. Other folktales were combined with these tales to resolve this problem. The man was transformed into a mature person and the wrongdoer's excessive greed was punished. The narrative of the folktales was changed to bring out the epic of growth, or the epic of punishment. This can be understood through the concept of narrative scheme. Folktale combinations in narrative schemes can be used effectively in narrative education.

• Smart Media Journal
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• v.6 no.4
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• pp.88-93
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• 2017

The story of "A Tale of the Conquest over a Big Enemy from an Underground Nation" is a story that is distributed all over the world. This familiar narrative structure can be accepted without great objection even in places with different cultures. In case of storytelling with the elements extracted from the narrative according to the previous research, storytelling of the picture book was carried out using the element and structure of the narrative. One of the ways to content the story is called a re-writing. In this paper, we divided the components of picture book into literary subjects, plots, characters, and backgrounds. "A Tale of the Conquest over a Big Enemy from an Underground Nation" is analyzed in the same way. And presented storytelling of the picture book.

• Journal of Korean Classical Literature and Education
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• no.37
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• pp.185-215
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• 2018

This paper tried to interpret new phenomenon in the narrative focusing on the tale. People telling about this story understood it in the way of recognizing and resigning the power of powerful destiny. This article poses a problem to that point. The male character begins the question "why?" And experiences a process of thoughtful thought. And he finds out his past life and pioneers his destiny. The find past life in this tale, it means 'an opportunity to choose oneself and life for themselves'. This can be interpreted as Samsara of Buddhism that does not insist on a fixed self. Experience of this process of reasoning according to narrative context of folktale will become literary therapy activity confirming the effectiveness of marital conflict narrative including the former motifs.

• Journal of Korean Classical Literature and Education
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• no.37
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• pp.151-184
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• 2018

The purpose of therapeutic approach of humanities, including literary therapy, is ultimately encourage the growth and the development of human being rather than the development of therapeutic techniques for eradicating symptoms. This paper is noteworthy as to the fundamental work for using folktales at therapy sessions. It may be argued that therapy is the process of searching clients' own development history and accepting current challenges in relation to overall context of their own lives and this may lead to the growth clients. In this regard, this paper attempts to set up the selection criteria for folktales to be effectively applied in therapy sessions. The author of the paper argued in her previous paper that folktales may be effective in terms of self-understanding of clients. Folktales can assist clients regarding the objectification of their issues by projecting and exposing their problems. Therefore, this paper argues the method for selecting proper folktales to stimulate of clients" developmental challenges and ultimately to expose them. The first groundwork for this is understand contents of folktale as to general problems of life and view it as the development of one's entire life. The challenge of client is personal and unique but at the same time it is problems of general development process. The author examines the need for developmental approach of literary therapy and attempts to compose a classification framework for understanding folktales as to developmental process. This may use at literary therapy sessions to select proper folktales based on clients' complaining issues and their developmental age. The criteria also can be used as the basis of clients" reaction on folk-tales.

• Cartoon and Animation Studies
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• s.19
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• pp.65-88
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• 2010

The purpose of this article is to investigate the relation the animation to culture archetype, focusing on the case of the matter for animation content creation. Furthermore, in the paper, we also study about the animation industry development using various cultural archetypes such as the tale, myth, legend, folk tale, which are usable for animation content industry. For purposes of this study, we analyzed the aspects of power of folk tale and the essential vitality of folk tale in KBS Satellite Channel's and Michel Ocelot's $\grave{e}$re>. Above all, the origin of literature, folk tales are characterized by their uniqueness of each people as well as the global universality, being reproduced over and over again in oral literature. In the existent mode, folk tales have a firm structure because of storytelling, and have characteristics of performance and tradition on the basis of this structure. These characteristics can make emotional experience deepen and insure quality of narrative experience through direct communications. In this context, comparing folk tales of diverse forms of each nation and discovering the ethnicism and universality would not only be critical in the animation content development aspects, but provide precious data for effective animation marketing to apply One Source-Multi Use.

• Journal of Popular Narrative
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• v.25 no.3
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• pp.267-302
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• 2019

Oral literature can largely be categorized into myth, legend, and folktales, which are stories orally transmitted from the prehistoric times. The purpose of this study is to compare the discourse on the oral literature of the East and the West from a cultural studies viewpoint by focusing on its "symbolic systems," particularly "figures of speech," or "tropic traits", in order to utilize this oral literature as a resource in the study of Northeast Asian culture. Undergoing modernization, the symbolic meaning of oral literature has been demythologized both in the West and in Northeast Asia. Of course, oral literature, verbally transmitted over a long period of time, has naturally been changed over time and even "contaminated" in a sense by losing its original archaic archetype while it was textualized with letters during the early period of the modernization process. Nevertheless, the principle of "resemblance" and "similarity" between nature/universe and human/humanity, which has been stripped away in modernity, can still be found in oral literature with its mythic power. For this reason, the study of oral literature in the West has attempted to restore the lost magical power within it, particularly in myth. As such, this study delves into the symbolism of the mythic thought of Northeast Asian countries, namely Korea, China, and Japan, which has been lost in the course of their compressed modernization, in relation to the tropic figures of their oral literatures.

• Journal of Korean Classical Literature and Education
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• no.38
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• pp.201-238
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• 2018

As a way of enhancing the intercultural ability needed for diverse cultural eras, this study focuses on the "narration" of the Italian education scholar Maddalena De Carlo in order to determine the "diverse values" created by the "symbolic representation" based on the folktales narrated by immigrants living in Korea. Through this, it specifically presents educational elements and contents that can raise relative sensitivity. The authors of this paper have connected, empathized, and communicated with people of various cultures in order to go beyond Carlo's discussion. The paper discusses the expansion of cultural sensitivity as an element of education through narrative topics using the folktales of immigrant narrators in Korea. It also recognizes the limitations of a desire for a homogeneous union within an intercultural society and thus formulates educational contents for creating a relationship with heterogeneous ideas through the elimination of communication barriers through heterogeneity and a consideration of the surface and the back. This is systemized in six steps. Step 1: Listening to oral folktales of immigrants, Step 2: Finding heterogeneous motifs imprinted in the immigrants' memories, Step 3: Understanding the meaning of the opposing qualities symbolized by heterogeneous motifs, Step 4: Creating narrative topics containing the key motifs, Step 5: Generating the value of symbolic representation as a narrative topic, and Step 6: Expanding the value of life into a cultural symbol. In Chapter 3, this study focuses on educational contents using immigrants' folktales by applying these six steps. The class contents include the recognition of the limitations of desire for a homogeneous union within an intercultural society and the consideration of how to create a relationship with heterogeneous ideas through the elimination of communication barriers through heterogeneity and consideration of the surface and the back. This paper then compares the Indonesian folktale, The Inverted Ship Mountain and the Mom's Mountain, with the world-famous Oedipus myth, to determine what the symbolic representation of these heterogeneous motifs is. In Step 6, when the symbolic system is culturally extended, the incestuous desire that appears in the "inverted ship" is interpreted as a fixation that was created when the character sought to unite with homogenous idea. The Cambodian folktale, The Girl and the Tiger, is a story that is reminiscent of the Korean folktale, The Old Man with a Lump. Through the motif in "Tiger," this paper generates a narrative topic that will enhance the students' intercultural abilities by culturally expanding their skills in how to relate with a heterogeneous being that is usually represented as an animal. The Vietnamese folktale, The Coconut Bowl, similar to the Korean folktale, GureongDeongDeong SinSeonBi, is a story that draws a variety of considerations about the surface and theback, and it shows readers how to build a relationship with a heterogeneous idea and how to develop and grow with such a relationship. Thus, if a narrative topic is generated and readers are able to empathize using an opposing feature formed by the core motif of the folktale, it becomes possible, through immigrant folklore, to construct a possibility of a new life through the formation of a relationship with an unfamiliar and heterogeneous culture.