• The Journal of the Korea Contents Association
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• v.15 no.10
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• pp.92-104
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• 2015

Many publishing companies go to storytelling marketing through facebook in these days. Because storytelling marketing through facebook is thought for publishing company as useful marketing method in accordance with the increase of social media user. Thus, this study classified storytelling marketing type by episode, experience, anniversary, information and also analyzed the difference of cognitive reaction, emotional reaction and variables which effect to purchase intention according to each storytelling marketing type. As the results, anniversary type and information type got more positive reaction from responses rather than episode type and experience type with respect to likability, reliability, informativeness, engagement. Also engagement, likability, informativeness are revealed as major variables which effect to purchase intention of each storytelling type. Thus, storytelling marketing of publishing company through facebook need to focus on anniversary type and information type. And it is important to combine naturally the information regarding to book that publishing company want to sell with the fun, pleasure factors that story can give.

• The Journal of the Korea Contents Association
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• v.22 no.2
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• pp.337-348
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• 2022

In the light of the researchers' recognition towards the designs of tellers and listeners in storytelling classes, the purpose of this study was to analyze a research trend in Korean Education in which storytelling had been utilized and to suggest a proper direction in the related education and research. The most essential thing in the conceptualization towards storytelling was thought to be 'intercommunication.' Also, it is considered as the most basic conceptual factor who we would regard as 'tellers' and 'listeners' in order to plan and construct Korean language classes. Based on this understanding, this study searched and analyzed total 28 research results, which had been published from 2008 to 2021(May), through an academic searching site, Riss with the keyword "Korean Education Storytelling." The analysis exhibited that the formation of Korean classes utilizing storytelling originated from three kinds of researchers' previous conceptualization towards storytelling.: Writers' storytelling, teachers' storytelling, and learners' storytelling. Among them, the most large portion was devoted to 'leaners' storytelling'; its subcategories were learners' retelling, interpretative storytelling, learners' negotiated storytelling and learners' creative storytelling. This study, according to the classification on conceptualization of storytelling above, categorized the results and discussed the characteristics of each subcategory and their educational implications respectively.

• Proceedings of the Korea Contents Association Conference
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• 2019.05a
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• pp.177-178
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• 2019

논문은 국내 모바일 과학기술 영상 콘텐츠의 활성화를 위해 과학기술 관련 유튜브 채널의 글로벌 선도그룹의 유형과 스토리텔링 전략을 분석하였다. 구독자 순위를 기준으로 상위 22개의 채널을 맥락과 활동에 따라 3개 유형으로 분류하고, 이 중 언어사용이 적고 역동적 볼거리를 제공하는 활동 중심의 채널들을 다시 4개의 세부 유형으로 나누었다. 4개 유형을 중점으로 스토리텔링 전략을 분석하여 킬러콘텐츠 제작 시 고려할 시사점을 도출하였다.

• Communications of Mathematical Education
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• v.29 no.3
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• pp.281-300
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• 2015

The purpose of this research is to analyze cognitive demands, answer types, and storytelling types on the basis of mathematical tasks in five different mathematics textbooks based on 2009 revised curriculum in order to suggest directions for the development and use of storytelling mathematics textbooks in school. Results show that first, PNC (Procedures without Connections) task was the largest category in cognitive demands of all mathematical tasks, Low-Level task was larger than others in cognitive demands of mathematical content tasks, and High-Level task was larger than others in cognitive demands of mathematical activity tasks. Second, a short-answer type was the largest category in answer types of all mathematical tasks, the majority of mathematical content tasks were a short-answer type, and the majority of mathematical activity tasks were both short-answer and explanation-answer types. Finally, storytelling connected to real-life was the largest category in storytelling types, and the number of mathematical activity tasks was less than that of mathematical content tasks. However, in the tasks reflected on storytelling, the percentage of mathematical activity tasks was higher than that of mathematical content tasks. Based on the results, while developing storytelling mathematics textbooks and using storytelling textbooks in school, it suggests to consider the need for balance and diversity in cognitive demands, answer types, and storytelling types according to mathematical tasks.

• Journal of Digital Convergence
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• v.17 no.1
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• pp.295-300
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• 2019

Modern society is the era of convergence, and storytelling requires the necessity of storytelling in which two types of data types, emotional stories and information, are fused. Particularly, in the case of VR contents, the user must directly participate in the content and select the information through the process of freely searching $360^{\circ}$ space, so that the user can interact with the content immediately. Therefore, there is a limit to access to the existing storytelling method, and it is considered that the implementation of 'convergent storytelling' that meets two areas of sensitivity and information is considered to be an urgent genre. In this paper, we focus on the spatial characteristics of VR contents, and then, as a way to effectively implement 'convergent storytelling' in VR contents, We propose a custom system by organizing the type into a circle structure. Based on this, it is expected that the technology will be developed into a research of a personalized system that meets two areas of emotion and information by utilizing the context recognition process for VR content and interaction in the fourth industrial revolution era.

• Journal of Digital Contents Society
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• v.15 no.1
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• pp.61-68
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• 2014

In the past, to stimulate customers' rationality were used as a marketing methods but the storytelling marketing is appealing to consumers by showing product or brand value. Storytelling marketing attracts clients favorable attitude. In this research, I tried to figure out how emotional storytelling and humor advertising affects to brand attitude a quality of products according to advertising types, brand image, trust, interest, message, advertising model, intension of purchase and recommendation requisite to impact on brand attitude. As a result emotional storytelling was more effective than the humor advertising method when forming the brand attitude and brand image. Also, among the types of advertisement, emotional storytelling tended to bring a significant difference between men and women. Emotional storytelling advertisement are increasing and being competitive. Therefore, we need notable advertisement. It is a significant research to understand how advertising type affects to consumers.

• 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.

• The Journal of the Korea Contents Association
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• v.16 no.4
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• pp.503-515
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• 2016

The branded contents include various advertisements showing brand storytelling. A new mobile application service market for food delivery uses branded contents to become familiar with consumer in the beginning and built unique brand image in comparison with a rival company in the time of elaboration. This study analyzed the narrative type and structure of brand storytelling in branded contents of the three representative applications, 'Baedal Tong', 'The ethnic of Baedal', and 'Yogiyo'. Still a few study has researched the narrative type and structure of brand storytelling though different effects as narrative type. This paper divided four types of brand storytelling as the roll of brand through typology of Northrop Frye, romance, comedy, tragedy, and irony & satire. And it analyzed the narrative type and structure of branded contents of the three applications using these types and researched strategy in each time. The various narrative types beyond classical romance type are effective for brand positioning though market enter moment. This study will be helpful for the research about narrative strategy of branded contents.

• The Journal of the Korea Contents Association
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• v.14 no.11
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• pp.125-132
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• 2014

This study is a research on the Photo-Storytelling applying factors of storytelling based on comics for the children photo education. Creation of new forms of contents has become possible due to the increase of the image creation and consumption in a new digital environment. Along with this development, the capacity for critical image literacy and the children photo education, as cultural arts, are more in demand than ever before. Therefore, the study proposes a new type of Photo-Storytelling that applies storytelling technique based on comics. First, we investigates the format of comics and compares photo and comics. Second, we analyzes photo education, which applies storytelling based on Comics and analyzes advantage it. This study will contribute to the development of basic research for children photo education by presenting a new form of photo education called the comic photos as the Photo-Storytelling program based on comics.

• School Mathematics
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• v.15 no.4
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• pp.683-699
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• 2013

At the point when textbooks based on storytelling have been used in math classes for elementary first and second grades, this research analyzed any changes in perspectives of in-service teachers towards storytelling education, to promote further application for teaching and learning math by storytelling in the future. 30 in service teachers who have used math textbooks based on storytelling were surveyed in March and in July, 2013. For the better understanding of the survey results, four of the subjects were selected and interviewed. Consequently, teachers' perspectives towards the appropriateness and efficiency of the storytelling education did not change significantly. It also suggested that the most suitable area for storytelling is measurement, the least suitable area is geometry, and storytelling by real-life applications is effective in teaching elementary math.