• The Journal of the Convergence on Culture Technology
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• v.7 no.4
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• pp.659-665
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• 2021

Short video applications (e.g., TikTok, YouTube shorts) are growing quickly in terms of active users and usage time. Of course, advertising industry is utilizing the app as AD channel. The current study, however, argues that the effectiveness of ADs in short video apps are not articulated well and that precise research for measuring the effect is required. In this context, this study measured the effects of storytelling ad types(reality, parody, creative) and message sensation value(high vs. low level) on story transportation. The notable finding is that when creative storytelling ad type which requires more cognitive resources than other two types meets high level of message sensation value, ad viewers could reach cognitive overload state which induced low effectiveness of ad. As its result, the effectiveness of AD reduced. More specific theoretical discussion and suggestions for advertising producers are described.

• The Research Journal of the Costume Culture
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• v.30 no.3
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• pp.381-402
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• 2022

This study aimed to identify sub-dimensions of the authenticity and fictionality of a brand story and analyze the effects of authenticity and fictionality on customer-based brand equity. Data were obtained from a group of 213 males and females in their 20s and 30s living in Korea using an online survey institute. Results showed that the authenticity and fictionality of a brand story are composed of reality, excitement, exaggeration, fictional symbolism, influence, sincerity, relativeness, mysteriousness, and unreality. Of these, sincerity, excitement, reality, influence, and mysteriousness had significant effects on brand imagery; sincerity particularly exerted a relatively more substantial influence on brand imagery. Also, influence, mysteriousness, excitement, and relativeness impacted performance positively, and exaggeration impacted performance negatively. This indicated that a well-constructed brand story with authenticity and fictionality had a positive impact on the brand image. Excitement, mysteriousness, reality, relativeness, sincerity, and influence of a brand story had significant effects on brand judgement. In contrast, only excitement and influence positively impacted brand feelings, and unreality had a negative impact on feelings. The exciting and influential brand story impacted brand attitude. Also, brand image and attitude positively impacted sharing and purchase intention, while brand performance did not affect recommendation intention. These findings contribute to identifying a brand story's attributes, authenticity, and fictionality and provide insights for marketers on creating brand stories to increase brand image and attitude and to build customer-based brand equity.

• The Journal of the Korea Contents Association
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• v.6 no.7
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• pp.127-135
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• 2006

This study analyzed narrative composition and examined storytelling elements to develop Shin, Dong Yeop's Epic Poem Geumgang into cultural contents. This piece's narration involves separately or compositely historical, fictional, and lyrical compositions and the hierarchical meaning of each composition contributes to exposing the poet's historical view and perception of reality. This piece also contains several storytelling elements by presenting various hierarchies of events and characters. This pieces' heroic characters, war epics and fictional spaces, and mythical stories are very important storytelling elements, and will be effectively used to develop cultural contents for Geumgang.

• Proceedings of the Korea Contents Association Conference
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• 2005.11a
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• pp.416-422
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• 2005

The feature of digital media's interactivity made the traditional storytelling to be evolved into a new concept of digital storytelling. Unlike films or animations, games' storytelling takes open-ended design method; thus, it is possible to create unlimited number of stones within a game depending upon the decisions of player characters. In this paper, a character-centered game storytelling system of a highly story-based RPG genre will be reviewed, and, it analyzes case studies of how a character with various story values can interact with its background story, virtual game world, and many events in its game storytelling system. Game storytelling structure and game mechanics are related to each other very closely. Therefore, it is possible to control the player's overall movement as the character's story develops according to a predictable structure or situation.

• Journal of Korea Entertainment Industry Association
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• v.13 no.5
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• pp.83-89
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• 2019

Zhang yimou's film "the shadow" adopts a lot of modern literary symbolic content in the story structure. The novel has been greatly modified, abandoning the setting of the original work and making up the historical background of the story, thus completing the discourse practice of aerial literature rather than historical literature. The film expresses the historical story poetically and even writes the personal mind. In this way, the audience's sense of substitution is increased, and a large number of traditional Chinese cultural symbols are adopted visually. In terms of clothing, the most traditional is sought, which advocates loyalty to history, and adds cultural connotation and depth. The audience can feel the bold and unfettered artistic creation spirit of the main creator, as well as the novel and unique visual expression style, which makes his works have both traditional visual perception and modern story content. The combination of traditional vision and modern drama forms a new visual and cultural experience.

• 한국게임학회지
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• v.6 no.1
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• pp.44-47
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• 2009

분명한 것은 한국형 온라인게임의 특징적 원리들이 탑재되고 있는 방식과 현상은 점차 강화되고 있음에도 불구하고 게임사 주도적으로 전개되고 있는 산업의 성장모형은 평가기능으로 작동해야 할 조정 메커니즘의 원활한 흐름을 저해하는 길항관계에 있는 것은 사실이다. 이러한 문제를 인식하고 연구자는 게임연구의 활성화지점과 게임개발 테크놀로지가 가진 길항관계를 보완할 수 있는 디자인에 주목하고자 하였다. 게임디자인은 게임의 미적, 실용적, 경제적 가치를 창출하는 직무이면서 유관 콘텐츠산업과의 연계와 매개 가능성을 함의하고 있다는 측면에서 게임연구의 활성화지점의 매개로서 충분하다는 것이 연구자의 견해이다. 이 같은 주장의 전개를 위하여 국내에서 탄생한 온라인게임에 초점을 맞추고 국내 온라인게임의 전형이 되고 있는 핵 앤 슬래쉬(Hack & Slash) 방식과 허구적 공간에서의 게임화된 사회경험을 추구하는 스토리텔링 방식의 분석을 통해 국내형 온라인게임이 성취한 디자인 좌표를 검증하고, 이를 통해 국내 게임산업에 대두되고 있는 위기 스펙트럼과의 연관성은 어떤 것이며, 디자인은 어떠한 방향으로 매개되어야 할 것인지에 대한 의제로 접근하였다.

• The Journal of the Korea Contents Association
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• v.19 no.10
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• pp.126-136
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• 2019

The film born by Lumiere brothers in 1895 was not the first. Edison, who invented the Kinetograph four years ago, has already made dozens of films. But it has been relatively undervalued. That's because the platform for projecting a movie was through a single person viewer called Kinetoscope. However, the physical characteristics of the film itself are the same as those of modern films, and have a unique aesthetic distinction compared to other early films. The subject is entertainment-oriented, and the image is characterized by contrast effect. In addition, even before the birth of the film, it shows the important creative elements and genres pursued by fictional films, and has industrial production systems and experts. If Lumiere's film is the beginning of a documentary film that portrays the fact, Edison's film deserves historical value as the beginning of popular film, which is the hallmark of modern cinema.

• Journal of Korea Entertainment Industry Association
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• v.14 no.6
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• pp.43-52
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• 2020

This paper is a study of Gustav Deutsch's film (2013). The film transformed the painting of Edward Hopper into an homage film. So it gives the impression that the picture is moving. In this regard, it raises the issue of 'remediation' between film and pictures. In this study, We ask how (2013) dealt with the movement in turning Hopper's paintings into movies. To that end, To this end, we look at two aspects of movement: the actor's movement and the screen's movement. The concepts of "tableau vivant," Agamben's gesture and mediation were used in the process. The actor's movement in the film is not an act of making and developing events. It is a gesture that moves a person's body and expression itself. It is not a story-oriented acting, but a gesture that Giorgio Agamben said. Editing and camera movements are used while maintaining frontality. This suggests that the movement of the screen is the eye of the audience. At first glance, it embodies the voyeuristic gaze of the original work. However, But the audience isn't looking at the image unilaterally, as in mainstream fiction films, but they are also being seen by that image. Also, the camera's movement to take a closer look at the details of the screen shows the movement itself rather than the means to reveal the details. The 'vision of reality' in a film is made through movement. The film questions the vision of reality between painting and film, between words and images. The move is a means of mediating reality, but the film is regaining the "lost gesture" that Giorgio Agamben once said by revealing its mediated nature. This tells us that the vision of reality appears when it obscures its mediated nature.

• Journal of Popular Narrative
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• v.25 no.4
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• pp.397-428
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• 2019

Fantasy emerges from the cracks and crevices of rational reality. Italo Calvino says, "Fantasy is possible when the reader stays at a certain distance without falling into the text." Fantasy does not form farthest from reality. It comes from the confusion between reality and fiction. In short, fantasy does not exist on the contrary of reality, but on the boundary of reality. Reality and fantasy are also structurally intertwined. We can't distinguish the reality from fantasy clearly. In fact, in this case, the reader or audience is confused about whether what I see is real or not. Todorov calls this case "hesitation." Hesitation is a key element of fantasy. Two texts that expressed "hesitation" are Kim Young-ha's short novel Vampire (1997) and Wes Anderson's film The Grand Budapest Hotel (2014). On the surface, these two texts seem to have nothing to do with narrative structural similarities. And both also arouse readers' and audiences' interest by letting confuse reality to fantasy. In Kim Young-ha's Vampire, we can look at the process of confusion of reality called "narrative infection" when a text is read to the reader. In the movie The Grand Budapest Hotel, we can find a strategy to make an unreal story feel like a fact in history. And we can also find a process in which the success stories of alienated characters become reality through 'solidarity' in the film. This paper is a study of how fantasy creates "reality", makes readers feel fantasy, and how it spreads through these two texts.

• (The) Research of the performance art and culture
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• no.23
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• pp.281-312
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• 2011

The aim of this study is to examine various life conditions of actors of Joseon periods in unofficial historical stories. Yadam Literature(Korean unofficial historical stories) had been collected Sadaebu(the past Korean nobility and Confucian intelligentsia) among the people that stories had been handed down orally. and they had been wrote them. So Yadam Literature was heterozygous between the folk culture and the ruling class. And it was mixed and adapted legends and folktales, adding literary imagination. had a decisive role to cultivating novel that owed much to prosaic inspiration during A. D. 18~19. Besides, set a high value on excellent novel itself. Yadam Literature had a verisimilitude because it described a contemporary reality as it was founded on freely prosaic inspiration. In those days, so called Suchok and Seunggwangdae had performed Uhee(a comic theatrical performance) in Joseon periods. Suchok was the lowest class of people and Seunggwangdae was performing Buddhist monk in that time. Uhee had performed three kinds of comedies. One satirized and insinuated kings. Other satirized corrupt officials, too. Another had mimic everything. It is famous at that time as a king knew repertoire. Confucian scholars very were fond of Uhee in those ages. Because they favored a criticism of Uhee's satire. They thought that it gave people good lesson or instruction. Heri Bergson said that comic and Humor included lesson. At that time, those thought were universal in the world whether east or west. At any rate, I classify six kinds of types Uhee in Yadam Literature. First, satirizing and accusing corrupt officials. Second, an actor who use a satire in order to appeal secure a government position of his lord to a king. Third, shamans and actors who use a satire in order to appeal sufferings themselves to a king. Forth, actors and performing Buddhist monks that skillfully mimic anything. Fifth, describing actor's extremely miserable life. Sixth, wit and humor of actors. The contents of Uhee were various. Korean traditional actors adeptly dealt with aspects comic of wit, satire, humor, etc. Sometimes they used changeable transition them. By doing that, a great number of people enjoyed fully the sense of freedom. Korean traditional actors were the lowest class of people. They had lived extremely miserable life. But they had been exist as actions, interactions, and relationship in society those days. they were not only open to people, but also might foster community to peoples.