• Cartoon and Animation Studies
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• s.36
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• pp.75-89
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• 2014

Since the first animated Chinese commercial titled directed by Wan Three Brothers in 1926, Chinese animation commercials are steadily increasing every year. The proportion of animation commercials in Advertisement industry increases gradually, animation becomes one of the direct means of rising commodity value. In this premise, this paper researches the history and characteristics of animated commercials, compare and analyze commercial samples from two world advertisement festivals and four Chinese advertisement festivals. Compared the world animation-advertisement market, Chinese animation-advertisement market is relatively limited under its particular status. Under the condition, this paper will analyze the current situation of Chinese animation advertisement through the samples from advertising festivals. Finally, the paper concludes finding out ways of development and effective marketing of animation commercial industry in China by checking out animation advertisement in industrial classification between Chinese and world's advertisement market.

• Cartoon and Animation Studies
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• s.47
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• pp.103-123
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• 2017

In recent years, some of the brands of cosmetics in Korea have launched the BB Cream only for man. Cosmetics is not only necessary for woman and it has been accepted by the male. A programme hosted by 김기수 is aimed to teach the female how to make up. As a result, the comprehension of the gender and the development of the times have been combined closely. The understanding of gender has been developed from binary opposition to the diversity of gender. The movements that were aimed at advocating feminism caused by some events reminded us of that we should pay attention to the equalization of the gender. We can see that people want to liberate themselves from the sexual stereotype through these social phenomenons. Meanwhile, animation advertising has also experienced a transformation, which is from that to shape a role under sexual stereotype to that to pay more attention to the diversity of gender during the progress of shaping a role. During the initial stage of the animation advertising's prosperity, what it described was based on the male. The male was the permanent theme. On the contrary, the female only played a subordinate role. However, with the development of feminism, to realize self-worth of the female and to fight for the gender equality have been mentioned more and more frequently. All these factors have prompted the animation advertising to break the stereotype when shaping a new role and change the sexual stereotype in order to create new animation figures.

• Cartoon and Animation Studies
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• s.5
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• pp.187-215
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• 2001

• Cartoon and Animation Studies
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• s.10
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• pp.149-157
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• 2006

With the expansion of the Internet population, the online market is achieving a rapid growth and the size of the Internet advertisement market is increasing at a high rate. Different from passive types of information transmission, online media allows active two way communication thanks to communication and network technologies, so they can ascertain the effects of advertisement and users' response immediately. Rich media refer to such new advertisement techniques on the Internet, and are expected to lead the future Internet advertisement market. Thus, the present study purposed to analyze the visual expression elements of rich media advertisements in order to understand and enhance the effects of rich media advertisements with higher interactivity than existing Internet advertisements, and to propose guidelines for applying unique designs for the promotion of businesses and organizations and the provision of effective information to users.

• Archives of design research
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• v.19 no.5 s.67
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• pp.85-94
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• 2006

In the 2000s, character animation technique is used at domestic TV character animation ads of diverse items displaying new character patterns and expression techniques of a high level. This study intends to identify the characteristics of TV character animation ads based ell character aesthetic theory and advertising rhetoric theory, and based on these findings, analyze trend and stream of expression in TV character animation ads by examining and classifying advertisements released in the past four years by items, character patterns and expression techniques. The results showed that TV character animation ads have been concentrated on confectionery, beverages and foods in the past, but the items have been diversified through the years. With reference to character patterns, personal and animal characters had made the main pattern, but recently product, virtual and composite characters are on the increase. In expression techniques, cell animation technique was found to be the most frequently used technique, which was followed by full-3D, cell and live action, cell and 3D and the clay animation technique. A trend like this suggests that TV character animation advertising items will continue to increase in line with the participation level of targets. In the meantime, personal and animal characters will continue to make the leading character pattern, while virtual and composite character patterns emerge in new forms. In expression techniques, live action combined with 30 technique and techniques using new expression materials will appear with cell animation technique as a central figure. As a whole, Korean character animation advertisement is expected to keep on growing to a new dimension in the aspect of items, character patterns and expression technique.

• Digital Contents
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• no.6 s.121
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• pp.142-143
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• 2003

3D애니메이션은 컴퓨터 그래픽스의 응용 분야 중 방송, 영화, 광고, 애니메이션과 같은 상업용 영상물 제작 및 게임과 사용자 인터페이스 구현 등 여러 분야에서 중요한 위치를 차지하고 있다. 인간 또는 의인화된 동식물, 혹은 로봇과 같은 사물의 움직임을 표현하는 애니메이션은 만화영화와 같은 2D 애니메이션으로 출발해 게임 등 주변 산업과 연계해 발전해 왔다. 그러다 최근 컴퓨터 그래픽을 이용한 3D 애니메이션 기술의 발전과 더불어 새로운 시대를 맞이하고 있다.

• Proceedings of the Korea Information Processing Society Conference
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• 2004.05a
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• pp.495-498
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• 2004

인터넷 기술의 발전과 개인용 컴퓨터 성능의 향상 그리고 모바일 폰의 일상 생활화로 우리생활의 많은 부분이 변화하고 있다. 예전에는 상상으로만 가능했던 온라인 게임, 가상 쇼핑몰, 모바일 영상과 광고 등이 핸드폰 등으로 짧은 여가 시간에 장소의 제약을 받지 않고 즐길 수 있게 되었다. 플래시는 캐릭터 다운로드 서비스가 주도해온 모바일 컨텐츠 시장의 선두 자리를 위협하고 있으며, 향후 매우 발전 할 수 있는 분야라고 할 수 있다. 플래시가 주목 받는 것은 많은 사용자들에게 접근 할 수 있는 다양한 분야가 많고, 미개척 시장으로 그 가능성이 충분하다는데 있고, 근래 들어 국내 모바일 폰이나 상업용 광고에 플래시 애니메이션이 주를 이루고 있다. 이러한 필요성에 따라서 게임, 애니메이션 관련 학과들이 수 없이 많이 생겨나고 있으나 아직 모바일 컨텐츠를 위한 게임, 애니메이션 모델이 없거나 있어도 미비한 실정이다. 본 논문은 이러한 점에 착안하여 학생들이 스스로 게임, 애니메이션 제작을 할 수 있는 모델을 설계하고 구현 하였다.

• Cartoon and Animation Studies
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• s.11
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• pp.179-193
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• 2007

The present age, a new culture phenomenon appears which is difficult to understand and explain modern image with modernism. And it often happens without any doubt in some aspects. This phenomenon appears not only culture and art but also all the area. Therefore, it even raises an issue of a period genius. From this dissertation proper hour use Post-modern Image Advertisement as expected with modernism Image Advertisement after the what kind of relationship tries to observe the feature and a useful characteristic and Post-modern Image advertisement, further is a possibility of trying to foresee the Image advertisement of future from the contemporary history sliced raw fish.

• Digital Contents
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• no.10 s.125
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• pp.76-77
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• 2003

삼성전자 광고 '또 하나의 가족' 시리즈 중 '포장마차' 편으로 신선한 충격을 안겨줬던 권오성 감독이 '강아지 똥'을 애니메이션으로 재탄생 시키기 위해 원작자 권정생씨 집에 세번이나 찾아갔다. 삼고초려 끝에 승낙을 받은것. 이에 한국을 대표하는 클레이 애니메이션이 세상에 얼굴을 내밀게 되었다.

• The Journal of the Korea Contents Association
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• v.16 no.11
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• pp.29-37
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• 2016

With the emergence of SNS, TV, newspapers and radio, which are one-way communication media, have become less important. Therefore social networking enables social networking beyond the constraints of time and space, and communication and emotional communication required for social relations have emerged as a factor in the importance of social media. Social media, which is based on rapid connectivity and scalability, is an medium of expression that is advantageous for companies and consumers to communicate more easily than traditional advertising media. Advertising can form a consensus that consumers and companies can create an atmosphere of friendly conversation because of the social media that has the efficiency of communication. This study compares two ads. One is the advertisement of 'Bear and Hare', an animation of John Lewis department store in the UK, where a new form of advertising marketing strategy is fused with emotional storytelling and social media. The second is an advertisement of LG, 'I love you LG' to be. Social media should be remembered as a warm and loving company in the heart of customers through open communication with customers, rather than companies that pursue merit profits by using social media ads as a medium of emotional transmission to consumers. It is a study on useful advertising strategy that can pursue the sales of the company at the same time.