• 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.

• Proceedings of the Korea Contents Association Conference
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• 2014.06a
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• pp.115-116
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• 2014

• Archives of design research
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• v.19 no.3 s.65
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• pp.5-18
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• 2006

Digital information society shows a variety of contents of cross-categorial digital media in their inner or outer forms and concepts of the artistic aspects. In order to cope with such a complicated, unexpected trend in digital media and its industry, a new approach in the design process needs to be developed and adjusted with the new equipment of the creativity-thinking process of 'the Multi-Sensory Device (MSD),' 'the Multi-Dimensional Device (MDD),' and 'the Storytelling Device (SD)' in the Prism Effect-based Creativity-Thinking Process (PECTP). The PECTP is in principle designed to practically work with the four distinct techniques: 1) Physical Activity, 2) Linguistic Activity, 3) Visual Activity, and 4) Complex Activity. Consequently, this thesis notes that the nature of the cross-categorial design contents is necessarily non-directional since the creativity power inside the Prism Effect results in openness and diversity.

• Journal of Digital Contents Society
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• v.8 no.3
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• pp.301-308
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• 2007

The purpose of this study is to establish the principle that the contents transfer from one media to another media, especially between game and film. Firstly I described the advent of the media and the relationship between these two media applying the logic of 'remediation' suggested by J.Bolter and R.Grusin suggested. Based on these analysis, I draw the gameness and the storytelling, and study the case of transmedia storytelling between game and film. Finally, I suggest the meaning and the value of transmedia storytelling in media culture.

• Proceedings of the Korea Contents Association Conference
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• 2007.11a
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• pp.622-626
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• 2007

As the time of edutainment has come, the importance of storytelling is attracting attention gradually in order to facilitate learners to receive and absorb information and knowledge. This research aims at observing how animations in the design of storytelling of edutainment affect elementary students and proposing learning-procedure and storyboard regarding to the storytellings based on animation. Thus, it could successfully establish plots and characters of the proverb learning appropriate to the elementary students and by applying them to the animations raise the importance of storytellings in the development of edutainment contents.

• The Journal of the Korea Contents Association
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• v.16 no.3
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• pp.513-524
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• 2016

New education methodologies exploiting new media technologies are emerging with the development of digital technology. There also have been researches on efficient methods to apply new technologies on special education. In this paper, we analyze 32 researches associated with application of new media technology on special education for research theme, media, and teaching types. The analysis results show that there is few research on intervention contents which consider special education environment and the roll of teacher. This motivates us to develop a social storytelling contents to improve sociality of the children with developmental disability which can be easily useable in special education environment. The basic structure of the contents is designed for a child to make a choice in the meantime of storytelling and experience the different results depending on the choice. The pilot test with a child with mild autism verifies that it draws attention from the child and it is easy to use in a special education environment, which lays down the possibility as an intervention content.

• Journal of Digital Contents Society
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• v.13 no.4
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• pp.617-624
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• 2012

The purpose of this paper is to plan and implement e-storytelling for improving children's creativity, which consists of e-storytelling, thinking questions, and character sticker canvas. Especially It makes children draw paintings feel easier by character sticker. This webapp shows the flash animation e-storytelling and gives the question to answer by painting with a fertile imagination on the canvas as transforming the character sticker. A user can input the title of painting and store it when finish the drawing. This is an educational tool which makes educatees think more and express their ideas through questions. Therefore, we can check how much children's imagination is changed and diversed by the stored paintings.

• The Journal of the Korea Contents Association
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• v.11 no.10
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• pp.69-76
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• 2011

As a smallest unit of the game story, quest needs to be analyzed in terms of structure in order to study quest storytelling. This thesis introduces structuralist theory of narrative function of folk-tale by Propp to determine the structure of the quest. Propp proposed immutable elements of the characters as 31 kinds of Folk-tale functions. I analyzed assigning quests in MMORPG. As a result, 13 essential functions of the Quest, and 5 add-ons were drawn and the order among functions was figured out. Most quests in MMORPG followed the order of the essential functions and optional add-ons and showed a repeating pattern. The essential and optional functions and its order can be utilized to arrange appropriate element for quest storytelling and to strengthen and lead the various ways of the quest storytelling.

• The Journal of the Korea Contents Association
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• v.11 no.5
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• pp.172-184
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• 2011

The purpose of this paper is to explore a cinematographic approach in interactive storytelling on the film . The film contains an allegory of the Genesis myth and the origins of sin. However the narrative cannot firmly construct without spectators' intervention. The narrative of this film is generated not deterministic but interactive and emergent. In this study, I analyze key interfaces, which encourage spectators' participations which cause the effects of interactive storytelling. These study results will contribute to broaden the horizontal level to film as interactive storytelling.

• The Journal of the Korea Contents Association
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• v.8 no.8
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• pp.65-73
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• 2008

Web-based Promotion of companies have several advantages: They can publicize the brand image in various ways; they enable consumers to learn the information of products in the round with interests; they can stretch out their marketing targets to the whole world. In order to make an effective delivery of their information in such promotion websites, interaction with their consumers is an important factor, for which understanding Interactive Storytelling is essential. The purpose of this thesis is to study Interactive Storytelling which enables us to have effective interaction with consumers in making promotion websites of companies. For this, this thesis analyzes examples of Interact Storytelling focused on it have story promotion websites on the basis of the five steps for internet marketing promotions: attraction of visitors, attraction of interests and participations, acquisition of the information of customers, grasp of the needs of customers, and an offer of values classified by customers.