• Journal of the Semiconductor & Display Technology
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• v.15 no.3
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• pp.46-50
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• 2016

Recently, Depending on expectancy effect and ripple effect of augmented reality, the convergence between augmented reality and culture & arts are being actively conducted. This paper proposes a learning method for effective object tracking in 3D storytelling augmented reality in cultural properties. The proposed system is based on marker-less tracking, and there are four modules that are recognition, tracking, detecting and learning module. Recognition module is composed of SURF and LSH, and then this module generates standard object information. Tracking module tracks an object using object tracking based on reliability. This information is stored in Learning module along with learned time information. Detecting module finds out the object based on having the best possible knowledge available among the learned objects information, when the system fails to track. Also, it proposes a method for robustly implementing a 3D storytelling augmented reality in cultural properties in the future.

• 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.

• Journal of Science Education
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• v.38 no.3
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• pp.657-669
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• 2014

The purpose of this research is to investigate the effect of students' storytelling on the science learning motivation and science related attitude in elementary science class. We had developed storytelling materials for 11 class hours on the 'Heat transfer and our life' unit based on the analysis of the 4th grade-science curriculum. The research sample was 22 4th graders who were belonged to one of the classes at an elementary school in Gwangju. The test of students' science learning motivation and science related attitude were administered before and after the storytelling treatment, and the difference was checked by the paired t-test using SPSS program. Students' perceptions on the storytelling were also investigated. The conclusions of this research are as follows. First, the students' storytelling tend to have somewhat positive influence on learning motivation. The each mean of post-test in the domain of attention, confidence and satisfaction was significantly higher than that of pre-test. Second, students' storytelling have a positive influence on scientific attitude. Although the means of post-test were higher than those of pre-test in both science subject attitude and scientific attitude domain, a statistically significant difference was found only in the scientific attitude domain. For future researches, the development of more story-materials or strategies for effective storytelling is needed.

• Cross-Cultural Studies
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• v.23
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• pp.191-214
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• 2011

Today the company's brand sites are in tendency locating as a handy method to administrate company vision, value and image. So this study tried to examine the aspects of storytelling around Amore Pacific's brand site. To secure the discussion's centrality and concreteness, two issues are considered to be aimed in methodology. First, the menus of relevant site were examined to see if they are securing minimal narrative. This was an attempt to discuss the minimum narrativity that target text is supposed to possess, to objectify little more the term 'storytelling.' After considering the menus of relevant site through narratological ideas of Gerald Prince, the menus that satisfy the level of minimum narrative were hardly seen. Even 'OUR STORY', showing the intention of unraveling the vision and values within the company brand by stories, is not seemed to be reaching universal, objective storytelling. Second, pragmatic, reception theory were applied as another standard to judge storytelling possibilities of Amore Pacific's brand site. Roger C. Schank's script theory, being considered in the field of cognitive linguistics and cognitive psychology, became a handy tool for examining the interactions and its meaning between brand sites and its visitors. As a result, the relevant site could be seen as attempting storytelling following time sequence, through narrator kindly explaining 'visual image-event.' And it was conjecturable that, because of such function of narrator, visitors finishes storytelling in a personal shape by operating internal story based script. This study examined the level and methods of storytelling limited in online environment called as company brand site. But more studies are needed to be in progress, such as about the ways for company websites or brand sites to have an effective, continuous influence on potential consumers, narrator set-up ways suitable for character of subordinate menus, organizations of minimum narrative and so on.

• Journal of the Korean Society of Food Culture
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• v.25 no.6
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• pp.764-769
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• 2010

The aim of this study was to examine how customers perceive storytelling at a real local restaurant and to understand how consumption reflects their evaluation by understanding their values. Participants received information from a real local restaurant in the Gangneung area to examine the effects of storytelling and to evaluate their affective attitudes towards local restaurant stories, word-of-mouth intentions, and purchasing intentions using a seven-point Likert scale. A total of 310 consumers were used. A factor analysis was performed to identify consumption value characteristics and factor structure, which consisted economic value, emotional value, and epistemic value. To test whether local restaurant consumers could be classified into homogenous groups based on their consumption values, a three cluster solution was selected, and a Kmeans cluster analysis was performed. As a result, three groups were identified and labeled appropriate for their scores based on each of the consumption values; emotional value-oriented consumers to cluster 1, epistemic value-oriented consumers to cluster 2, and economic value-oriented consumers to cluster 3. An analysis of variance was used to examine the differences in the affective attitudes towards storytelling at the local restaurant, purchasing intentions, and word-of-mouth intentions across the three clusters. The epistemic value-oriented consumers had the highest score for all three variables. In contrast, economic value-oriented consumers had the lowest scores for the three variables. A regression analysis revealed that affective attitudes towards storytelling were significantly affected by these three consumption values. It also showed that positive affective attitudes towards storytelling were associated with higher purchasing intention and word-of-mouth. The significance of this study was to show how customers perceive storytelling at a real restaurant and reflect on their evaluation by understanding their consumption values. As a result, this study examined the potential power of storytelling as an effective marketing communication tool for local restaurants.

• The Mathematical Education
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• v.51 no.3
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• pp.223-246
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• 2012

Korean Ministry of Education Science, and Technology(MEST) has recommended the introduction of mathematics textbooks based on storytelling to improve the teaching and learning of mathematics in school. As part of the mathematics textbooks based on storytelling development, this research has investigated school mathematics teachers' perspectives on mathematics textbooks based on storytelling in order to identify implications for the development and the implementation of it. For the purpose, we have developed survey questionnaire and administered it to 113 high school mathematics teachers. The survey asked the teachers to address their conception of mathematics textbooks based on storytelling, its contribution to school mathematics, challenges and obstacles for the implementation. The survey shows that the mathematics teachers' conception of mathematics textbooks based on storytelling was not clear or limited. Most of them replied that they received information about mathematics textbooks based on storytelling from the materials provided by workshop or materials of school district office. While the teachers heard about that school will implement mathematics textbooks based on storytelling, they rarely had idea of how to use them in class. In the survey, the teachers identified which type of storytelling is effective for which purpose of mathematics education. They also identified the positive effect and the difficulties in the implementation of mathematics textbooks based on storytelling. The mathematics teachers pointed out that textbook is not enough. They urged that the implementation of mathematics textbooks based on storytelling should be integrated into classroom teaching and assessment to make a significant change in the educational practice of mathematics in school. Thus, mathematics teachers need support to implement mathematics textbooks based on storytelling into their teaching practice. Teacher workshop and teacher manuals need to be developed to help teachers understand educational visions and values of mathematics textbooks based on storytelling. These results of the survey would form the worthwhile base information for the development and the implementation of mathematics textbooks based on storytelling.

• Asia Marketing Journal
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• v.15 no.4
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• pp.103-129
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• 2014

Differentiated positioning becomes increasingly difficult when brand salience weakens. Also, the daily increase in new media use and information load has led to a social climate that regards advertising stimuli as spamming. For these reasons, the focus of advertisement-related communication is shifting from persuading consumers through the direct delivery of information to an emphasis on appealing to their emotions using matching stimuli to enhance persuasion effects. Recently, both academia and industry have increasingly shown an interest in storytelling methods that can generate positive emotional responses and attitude changes by arousing consumers' narrative processing. The purpose of storytelling is to elicit consumers' emotional experience to meet the objectives of advertisement producers. Therefore, the most important requirement for storytelling in advertising is that it evokes consumers' sympathy for the main character in the advertisement. This does not involve advertisements directly persuading consumers, but rather, consumers themselves finding an answer through the advertisement's story. Thus, consumers have an indirect experience regarding the product features and usage through empathy with the advertisement's main character. In this study, we took the results of a precedent study as the starting point, according to which consumers' emotional response can be altered depending on the storytelling methods adopted for storytelling ads. Previous studies have reported that drama-type and vignette-type storytelling methods have a considerably different impact on the emotional responses of advertising audiences, due to their different structural characteristics. Thus, this study aims to verify that emotional response aroused by different types of advertisement storytelling (drama ads vs. vignette ads) can be controlled by the socio-psychological gender difference of advertising audiences and that the interaction effects between the socio-psychological gender differences of the audience and the gender stereotype of emotions to which advertisements appeal can exert an influence on emotional responses to types of storytelling in advertising. To achieve this, an experiment was conducted employing a between-group design consisting of 2 (storytelling type: drama ads vs. vignette ads) × 2 (socio-psychological gender of the audience: masculinity vs. femininity) × 2 (advertising appeal emotion type: male stereotype emotion vs. female stereotype emotion). The experiment revealed that the femininity group displayed a strong and consistent empathy for drama ads regardless of whether the ads appealed to masculine or feminine emotions, whereas the masculinity group displayed a stronger empathy for drama ads appealing to the emotional types matching its own gender as well as for vignette ads. The theoretical contribution of this study is significant in that it sheds light on the controllability of the audiences' emotional responses to advertisement storytelling depending on their socio-psychological gender and gender stereotype of emotions appealed to through advertising. Specifically, its considerable practical contribution consists in easing unnecessary creative constraints by comprehensively analyzing essential advertising strategic factors such as the target consumers' gender and the objective of the advertisement, in contrast to the oversimplified view of previous studies that considered emotional responses to storytelling ads were determined by the different types of production techniques used. This study revealed that emotional response to advertisement storytelling varies depending on the target gender of and emotion type appealed to by the advertisement. This suggests that an understanding of the targeted gender is necessary prior to producing an advertisement and that in deciding on an advertisement storytelling type, strategic attention should be directed to the advertisement's appeal concept or emotion type. Thus, it is safe to use drama-type storytelling that expresses masculine emotions (ex. fun, happy, encouraged) when the advertisement target, like Bacchus, includes both men and women. For brands and advertisements targeting only women (ex. female clothes), it is more effective to use a drama-type storytelling method that expresses feminine emotions (lovely, romantic, sad). The drama method can be still more effective than the vignette when women are the main target and a masculine concept-based creative is to be produced. However, when male consumers are targeted and the brand concept or advertisement concept is focused on feminine emotions (ex. romantic), vignette ads can more effectively induce empathy than drama ads.

• Journal of the Korea Society of Computer and Information
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• v.25 no.11
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• pp.67-74
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• 2020

In this paper, we propose to present a storytelling education plan for the development of realistic content. The need is emerging in the content industry for realistic content along with technological convergence as development of media technology. This phenomenon is being accelerated by COVID-19. In 2019, the government set up strategies to secure future growth engines, announced "three major innovation strategies" in the content industry, and emphasized "fostering leading realistic content." Realistic content is a content that users can experience directly. It is first-person storytelling that should be dealt with as important as the development of technology in the production of realistic content. In this paper, the results of storytelling classes conducted at the actual educational site are analyzed, and the difference from the first-person perspective commonly used in traditional literary works is described. Through this, we present effective teaching methods that can be used to develop realistic content.

• 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.

• Journal of the Korean Society of Earth Science Education
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• v.4 no.3
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• pp.258-266
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• 2011

This study was carried out to P University of Education 111 students who participated in science materials study course 1 in spring semester 2011. Students have taken the course pre-service teachers of elementary school classes to target elementary school earth science field, they selected one of the sections to create a class and the students have fulfilled 15-minute classes in respectively from the first week of May 2011 to until end of that course. In this class, colleagues evaluated the classes and we used evaluated scores to determine level of instructional motivation strategy. The obtained results from this study are as follows; First, motivational strategies used by preliminary elementary school teacher were questions, presentation of pictures and photographs, storytelling, presentation of contradictory concepts and phenomena, pilot experiments Second, among preliminary elementary teachers' motivational strategies for teaching in the field of the earth storytelling, presenting contradictory phenomena and concepts, pilot experiment, presentation of contradictory concepts, questions got higher scores in the order. Third, storytelling received the highest scores by the evaluators. So we can consider storytelling as a good strategy for the next class. In particular, storytelling used by animism were more effective. Fourth, preliminary elementary school teachers used life knowledges and dairy experiences as instructional motivation.