• The Journal of the Korea Contents Association
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• v.15 no.11
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• pp.58-73
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• 2015

For the purpose of achieving ad novelty, certain types of ads are frequently created to gain consumers' attention leaving out some of the main creative elements which have generally been considered to be important in producing ad effectiveness. Given circumstance, this experimental study examines the effects of different sets of creative elements in TV advertising; specifically, the research manipulated a TV commercial containing different types of creative elements and explored the effects on attitude towards the ad and the brand. The results are summarized as follow: Fist, there is significant difference in both ad attitude and brand attitude between two groups. The group of people who watched a TV commercial including both product & non-product related elements showed higher mean attitude towards the ad. Second, the ad with both product & non-product elements led more favorable attitude towards the ad when brand familiarity is high. Finally, the group of male participants showed more favorable attitude towards the ad with both product & non-product related elements when brand familiarity is low. Findings from this study will be able to provide a valuable contribution to the strategic decision-making process as ad agencies look for the basis for consideration of creative strategy in TV advertising.

• 프린팅코리아
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• v.8 no.10
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• pp.90-91
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• 2009

후지제록스(대표이사 정광은)는 올해 들어 많은 변화를 겪었다. 이는 인쇄업계를 짓누르는 불경기에 효율적으로 대응하기 위해 조직 개편을 단행하는 등의 정면 돌파로 어려움을 벗어나는 전략을 구사한데 따른 것이다. 이런 과정에서 크리에이티브마케팅팀이라는 다소 생소한 부서가 새롭게 신설되었고 김용석 팀장은 신설부서인 크리에이티브마케팅팀을 이끌고 있다. 기본적인 업무는 하드웨어를 지원하는 소프트웨어라는 단순한 관계이지만 김 팀장은 이를 넘어서는 통합적인 안목에서 접근 고객사에게 새 콘텐츠를 제공하고 인쇄시장의 영역을 넓히는데까지 업무의 영역을 넓게 바라보고 있다. 김용석 팀장으로부터 디지털인쇄에 대한 전망과 부서의 업무 등에 대해 들어 보았다.

• Journal of Digital Contents Society
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• v.17 no.1
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• pp.33-41
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• 2016

This study aims to suggest practical ways to interact effectively with consumers based on current situation of 'media creative' and media use patterns. Cases of digital signage are reviewed in the perspective of cross media, and the strategic meanings of cross media are explored according to interactivity. Results are collected through 'Naver' search engine service, and can be possibly assorted into five media combined types: SNS-combined, QR codes or Augmented Reality(AR)-combined, Brand App(application)-combined, Online to Offline-combined, and Behavioral factors-combined ones. Some strategic suggestions on media creative are given for effective interaction with consumers.

• The Journal of the Korea Contents Association
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• v.19 no.12
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• pp.121-128
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• 2019

This study, after analyzing 2019 Cannes Lion winners, suggests five creative trends. It was found that these global five creative trends are multi-sensory experience, integration between data and creativity, real humanism, brand activist, and consideration for socially disadvantaged. Not only visual impact or stimulus, but audio or scent could be utilized in an effort to stimulate consumers and promote brands. In 2019 Cannes Lions advertising campaigns which sought to find consumer insight through data and apply it to creativity received applause from Cannes Lions judges. In addition, advertising campaigns based on real humanism suggest that attitudes are best changed through positive experiences. Nike's 'Dream Crazy' campaign is a good example which shows a company's philosophy and brand purposes. Brands are becoming activists and are being encouraged to take real action, and for good reason. Lastly, projects such as Ikea's 'ThisAbles' and Microsoft's 'Xbox Adaptive Controller' are contrived for the socially disadvantaged.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.5 no.1
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• pp.1-18
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• 2010

Cultural industry along with cultural content that forms the center of cultural industry is the field whose interest is continually increasing due to the increase of weight in the national economy and the strengthening of importance in future value. Cultural content, particularly, accounts for the essential position in starting a business around one-person business, which recently arouses high interest in a nation. However, it is true that the debates on the rapid growth and identity of cultural content in contrast to the reinforcement of its position, and the criticisms about the lack in development of material and cultural content in staring a business show the limitation of overall cultural content in Korea. This research examines recognition of cultural industry or cultural content through terminologies of definition as well as the relationships of configures in accordance with the outcome of cultural content. Findings demonstrate that cultural content in Korea revealed the highest cultural orientation which is the same as existing interpretations, and as comparison objects, entertainment industry in the U.S. and creative industry in the UK contained the highest part of entertainment and creativity respectively. It reflects that mythical elements of language that has been discussed from the structuralist perspectives are projected in the relevant field. In conclusion, the conceptual definition of cultural content has the structure to project advantages and disadvantages of existing culture, and this limitation needs to be overcome in securing the items and business value in starting a business.

• 한국벤처창업학회:학술대회논문집
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• 2009.10a
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• pp.247-261
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• 2009

• The Journal of the Convergence on Culture Technology
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• v.9 no.6
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• pp.453-459
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• 2023

This study analyzed the creative properties of public service advertisements and public content in outdoor advertising. The results of a case analysis focusing on outdoor advertisements for fundraising are as follows. First, government ministries were mainly found as advertisers. Second, most of the advertising messages were about policy promotion by the government and public institutions, with few public content or public interest messages. Third, in terms of expression, text took up more weight than visual elements, and illustrations were the main visual expression element. This proves that the public content of domestic outdoor advertisements mainly has a strong purpose of conveying direct information.

• The Journal of the Korea Contents Association
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• v.18 no.1
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• pp.642-650
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• 2018

Musical is produced by multiple specialists including director, writer, composer, lyricist, choreographer, music director, actors/actresses and so on. For the success of one musical, all the people with different background should demonstrate their creativities. The basic frame of a work is made by writer, composer and lyricist first unless it is a licensed musical. They are called as Creative Team, and also director, choreographer, actors/actresses and staff are called as Production Team. Both teams are collectively called as Creative Staff. Then, the secondary creative staff members may participate in the work depending on the production size, and each team can consist of the members such as music director, stage designer, sound designer and so on. The staff related to music in Creative Team of the musical is developed with the initiation from the music supervisor who decides the musical color and genre of the work, the fragmentation and the specialization. However, composer or music director takes these roles in charge in Korea. This study aims to establish the roles and concept of vocal coach according to the fragmentation of working process and to investigate their roles and needs in the domestic musical industry upon case analysis of musical production processes in overseas. The common things and differences in the roles and the functions between ordinary voice teachers and musical vocal coaches were analyzed and the cases of vocal coach in the Korean musicals were reviewed by the interviews. In addition, creative team system was reviewed in the Korean musicals.

• Proceedings of the Korean Society of Computer Information Conference
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• 2022.07a
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• pp.729-730
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• 2022

급격히 성장해가는 메타버스 시장 속에 메타버스 플랫폼의 증가세와 그에 반해 아직 활성화되지 못한 메타버스의 콘텐츠 크리에이터 생태계로 인하여 다수의 메타버스 플랫폼들의 내부 콘텐츠 확충과 유저 크리에이티브 생태계 활성화의 중요성이 대두되고 있다. 본 논문에서는 보다 체계적이고 효율적으로 메타버스 환경에 맞춘 인터랙티브 콘텐츠 개발 프로세스를 제안한다.

• The Journal of the Korea Contents Association
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• v.19 no.8
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• pp.370-388
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• 2019

From 2010, new keyword of so-called devising theatre in the Korean performing arts scene has emerged. The backdrop is the antipathy to the hierarchical creative environment, the search for a language that can reflect increasingly complex societies, and the influx of new performances from abroad. Of course, devising theatre can be realized in a wide variety of forms in the actual field, so it cannot be defined as one methodology. But commonly all these various forms of the attempts aim to create a democratic relationship among participants, and process-centered breakthrough in the hierarchy of creative materials such as texts, sounds. light and human body. In 2017, Creative VaQi seeks to find new keyword called 'Reality of Division in Korean Peninsula' and to develop it into performance languages experimenting inter-disciplinary devising methodology. The company conducted a walking trip alongside the division line(300km) and tried to achieve the landscape and traces of division. After the walking, they created a specific form and performing contents called "Walking Holiday" out of their experiences. In this thesis, I will analyze the whole process of the devising "Walking Holiday" and examine what kind of result it led to. Furthermore, I, as the director of "Walking Holiday" will continue to discuss new possibilities and limitations of devising theatre methods that the company tries and aim at this time.