• 감성과학
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• 제20권3호
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• pp.23-38
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• 2017

In order to identify effective approaches for creating more viral Facebook posts, this research conducted an empirical content analysis of leading Korean brands' Facebook fan-pages (Samsung Mobile, SK Telecom, Kia Motors, and POSCO). Their distinctive visual storytelling and communication patterns were investigated as effective user engagement triggers. Through analysis of the research results, it was statistically proved that the different industrial attributes of the four brands, which are primarily characterized by their product (or service) types, affect their Facebook posting patterns by showing different engaging rates (measured by like, comment, and share metrics). In addition, the user engagement rates of the posts were influenced by their visual storytelling factors (i.e. ad objective, value scale, and visual media types). In line with these statistical findings, the distinctive visual storytelling strategies of the four brands were identified. Moreover, competitive and uncompetitive visual storytelling tactics were suggested according to the ad objectives and visual media types on Facebook.

• 대한지구과학교육학회지
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• 제5권1호
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• pp.105-113
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• 2012

The purpose of this study was to examine the effects of storytelling skill on science learning motivation and space perception ability. For this study the 5 grade, 2 class was divided into a research group and a comparative group. The class was pre-tested in order to ensure the same standard. The research group had the science class with storytelling skill, and the comparative group had the class with teacher centered lectures for 10 classes in 10 weeks. The storytelling skill was focused on finding stories, constellation searching, story deciding, story hero deciding, story composition, storytelling completion. To prove the effects of this study, science learning motivation was split up according to attention power, relation, confidence, and sense of satisfaction. Also, space perception ability consisted of two-dimensional rotation, 3 dimension rotations, reflection, three-dimensional searching, number of block, and figure type in pattern. The results of this study are as follows. First, using storytelling skill was effective in science learning motivation. Second, using storytelling skill was effective in space perception ability. Also, after using storytelling skill was good reaction by students. As a result, the elementary science class with storytelling skill had the effects of developing science learning motivation and space perception ability. it means the science class with storytelling skill has potential possibilities and value to develop science learning motivation and space perception ability.

• 대한지구과학교육학회지
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• 제9권1호
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• pp.97-105
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• 2016

The purpose of this study was to examine the effects of storytelling skill on science concept and science learning motivation. For this study the 5 grade, 2 class was divided into a research group and a comparative group. The class was pre-tested in order to ensure the same standard. The research group had the science class with storytelling skill, and the comparative group had the class of the teacher centered lectures on 11 classes in 8 weeks. The storytelling skill was focused on set the astronomical target wants to set up a story, through the small group discussion, present subject of the story, set the protagonist of the story for smooth configuration of the story, in order to smooth the flow of the story, make up a story around a hero, to make a clear story, decorated with pictures, shapes, graphs, etc, group story, complete with an astronomical(saints) in storytelling. To prove the effects of this study, science concept was split up according to knowledge, inquiry, attitude. Also, science learning motivation consisted of assignment is worth, learning beliefs about control, self efficacy. The results of this study are as follows. First, using storytelling skill was effective in science concept. Second, using storytelling skill was effective in science learning motivation. Also, after using storytelling skill was good reaction by students. As a result, the elementary science class with storytelling skill had the effects of developing science concept and science learning motivation. It means the science class with storytelling skill has potential possibilities and value to develop science concept and science learning motivation.

• East Asian mathematical journal
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• 제31권4호
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• pp.587-607
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• 2015

The 4th grade storytelling-based mathematics textbook according to the 2009 revised curriculum was introduced in 2013. This study analyzed and investigated their perceptions regarding the storytelling teaching and learning, the effects of the introduction of storytelling, the reconstruction of storytelling, the problems and improvements of the textbook and their feelings of the storytelling lessons. For this objective, we administered the open and multiple choice surveys to fifty 4th grade teachers who had taught storytelling mathematics in 2013~2014 school years, four of them gave in-depth interviews as well. The purpose of this study is to obtain implications for the effective and reliable settlement of the storytelling teaching and learning.

• 한국문헌정보학회지
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• 제39권1호
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• pp.295-320
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• 2005

이야기 들려주기는 예술의 한 분야로서 글을 모르는 취학 전 어린이에게 취학 준비과정으로 매우 효과적인 방법 중의 하나이다. 현재 여러 공공도서관에서 취학 전 어린이를 위한 이야기 들려주기 프로그램을 운영하고 있지만 그 효과는 크다고 할 수 없다. 이는 무엇보다도 프로그램 자체에 대한 인식이 부족하고 아울러 체계적으로 프로그램을 운영하고 있지 못하고 있기 때문이다. 따라서 본 연구의 목적은 오래 전부터 이야기 들려주기 프로그램을 운영하고 있는 미국 공공도서관의 실태를 조사, 검토하여 한국 공공도서관의 프로그램 운영 실태와 비교한 후 이야기 들려주기의 네 가지 구성 요소인 프로그램, 어린이 사서, 취학 전 어린이 및 도서관 환경에 초점을 맞춰 한국 공공도서관 실정에 맞는 효율적인 프로그램 운영 방안을 제시하는 데에 있다.

• 한국유기농업학회지
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• 제32권2호
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• pp.203-231
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• 2024

Smart farm farmers invest a lot of facility costs, time and effort. Product differentiation using storytelling marketing is important for the profitability of smart farms, since it is not easy to differentiate products between fruits and vegetables grown in smart farms and conventional facilities. This study empirically analyzes the effect of storytelling marketing on consumers' value perception and willingness to pay for fruit and vegetables grown in smart farms. For this purpose, the survey is conducted on 1,050 consumers and the main results are as follows. First, as a result of evaluating consumers' value perception, consumers perceive the value of comparative products (product 2 and 3) to be higher than the base product (product 1). Product 2 and 3 provide richer stories than product 1. Second, the willingness to pay for product 3, which provides the richest story, was the highest, followed by product 2, and then product 1. This means storytelling marketing could be an effective strategy that increases the value of fruits and vegetables grown in smart farms. Third, more than half of the respondents are willing to use QR codes when purchasing fresh agricultural products. Farmers could use QR codes to provide rich stories for effective storytelling marketing.

• Human Ecology Research
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• 제52권4호
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• pp.383-394
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• 2014

The purpose of this study is to analyze the expression types and aesthetic meanings of fashion photographs adopting parody storytelling. The expressions of parody storytelling in advertising into the following five 5 types: parody of literature, movies, TV programs, art, and social issues. Therefore, in this study, we analyzed fashion photographs adopting parody storytelling from literature, movies, TV programs, art, and social issues, in fashion magazines. The meanings of fashion photographs adopting parody storytelling are as follows: First, the photographs adopting parody storytelling create new meanings with respect to a changeable narrative by transforming the original. Second, the humor of deviation comes from fun and interest generated the play of intent transformation and reconstruction of the original. Third, the photographs adopting parody storytelling of social issues suggest current messages. There is a growing tendency toward the value and the meanings of storytelling, and the various contents that have become the motive of the parody have important meanings. In particular, the analysis of expression methods and meanings of storytelling will contribute to raising the brand image through an effective fashion photographs project strategy. A story can be used as a source of inspiration and can contribute various ideas for a fashion photo-shoot and for fashion marketing.

• 융합정보논문지
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• 제10권12호
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• pp.245-255
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• 2020

본 연구는 효과적인 이야기 전달을 위한 활동 프로그램이 이야기할머니와 유아 간의 공감능력 및 언어교수효능감에 미치는 영향을 알아보고자 하는 데 그 목적이 있다. 연구대상은 강원·수·권, 경상도권 이야기할머니 51명이었다. 연구도구는 이야기할머니와 유아간의 공감능력을 측정하기 위해 전병성(2002)의 정서공감척도를 사용하였고, 언어교수효능감을 측정하기 위해 김정화, 이영애(2011)의 언어교수효능감 척도를 사용하였다. 본 '효과적인 이야기 전달을 위한 활동 프로그램'은 2017년 3월 6일부터 7월 27일에 걸쳐 본 연구자에 의해 실시되었다. 자료분석은 두 변인의 사전-사후점수 간의 차이를 알아보기 위해 대응표본 t-검증을 실시하였다. 연구결과, 첫째, '효과적인 이야기 전달을 위한 활동 프로그램' 적용 후의 이야기할머니와 유아 간의 인지적 공감능력 점수가 사전점수보다 유의한 차이로 높게 나타났다. 둘째, '효과적인 이야기 전달을 위한 활동 프로그램' 적용 후의 이야기할머니의 개인효능감과 결과기대효능감 등의 언어교수효능감 점수가 사전점수보다 유의한 차이로 높게 나타났다. 결론적으로, '효과적인 이야기 전달을 위한 활동 프로그램'은 이야기할머니들의 인지적 공감능력과 언어교수효능감 향상에 긍정적인 효과가 있음을 시사한다.

• 한국콘텐츠학회:학술대회논문집
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• 한국콘텐츠학회 2019년도 춘계종합학술대회
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• pp.465-466
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• 2019

특별한 차별성 없이 평준화되고 있는 제품들로 넘쳐나는 과대경쟁 마케팅 환경 속에 브랜드 및 제품의 스토리텔링 마케팅은 고객 지향적 브랜드 커뮤니케이션 활동으로 주목받고 있다. 효과적이고 지속적인 경쟁유지를 위한 USP전략을 성공적으로 활용한 사례를 중심으로 스토리텔링 구성요소인 실행성, 이야기성 및 상호작용성의 관점에서 분석하여 고객과의 상호작용을 긍정적으로 이끌어 내고 지속적인 경쟁우위를 유지하기 위한 방법을 알아보았다.

• International Journal of Advanced Culture Technology
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• 제8권3호
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• pp.38-44
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• 2020

Storytelling plays a very important role in emotional marketing recently. Storytelling marketing emphasizes a unique story and mythical meaning of the product, rather than its practical function. This is a faithful reflection of what the Dream Society has proposed. In this article, we are researching the consumption value system, and analyze various cases focusing on a coffee advertisement. In particular, by delivering a story, we will concentrate on advertising that appeals to utopian values and discusses the actual impact that it brings. If we communicate utopian values to consumers through various stories, business effects will be maximized, which will strengthen the brand image. The originality of this paper is to discuss the theory of consumption value system positively with the concept of storytelling. Therefore, we will draw conclusions as to which orientation is most ideal for storytelling in advertising. Understanding these business models will help you build an effective marketing strategy for the Dream Society.