• 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.

• Archives of design research
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• v.19 no.1 s.63
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• pp.119-128
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• 2006

'Play' itself is enough of a motivation for anyone to do it. Still, it will be very difficult to continue to enjoy meaningless and aimless repetition of fights, mimicking, chases, discoveries or changing of sceneries by the mechanism alone. Of course, in rare occasions there are games like Tetris which can be enjoyed on its great gameplay alone for hours. But for most cases, players need goals, initiatives, and dynamism through storytelling for their experiences to be a rich one. Validity and feasibility of storytelling in games has always existed with plenty of skepticism. However, as games evolved from some small play mechanisms for spare times to a major entertainment with recognizable volume and content, a need to keep players interested and participating has made storytelling an essential ingredient. Storytelling within games has to have different meanings and shapes to existing narratives. Hence, new definition and methodology must emerge and studies has been active. If a case can be made so that a tested and tried methodology that has been successful for other media can be substituted for games, then it can bring a new direction to the ongoing studies. This study will borrow some methodology from cinema which can sometimes be seen as opposite to games and sometimes as something games want to be alike.

• Korean Institute of Interior Design Journal
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• v.19 no.5
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• pp.48-55
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• 2010

Marcel Wanders, one of the greatest designers in the world of contemporary design, was born in the Netherlands. His works run the gamut from interior design to furniture design to lighting design, building a unique world of works. He started to gain fame when he presented "Knotted Chair" at Droog Design in 1996, which was made out of aramid ropes and later became his symbol. In 2000, he established "moooi," a world-renowned design label. By giving characteristic qualities, his works are given meaning, and like a fantastical dream, their images are extremely fantastical and stimulating. As can be seen in his character cover, he puts emphasis on the harmony between minimalism and decoration, establishing his own unique design concept. In this thesis, based on Marcel Wander's design philosophy, his overall design characteristics were classified into theatrical effects and storytelling. Expressive elements depaysement, eclectic mixture, and scale modification were derived from theatrical effects and analyzed; for storytelling, object, semantic cues, and dream and fantasy were derived and analyzed. A distinguishing feature of such analysis is his meaning-centric design approach, the principle by which to form long-term relationships with the users by creating user-centric designs that make them find meaning and values in diverse experiences in their daily routine, giving them familiar yet unique experience.

• Communications of Mathematical Education
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• v.28 no.1
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• pp.57-63
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• 2014

Recently, some storytelling materials based on music or CAS tools have been introduced. Activities or concepts in art can be utilized as such material. In this article, we propose a mathematical storytelling material based on design scheme.

• 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.

• Journal of Korea Multimedia Society
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• v.5 no.4
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• pp.434-440
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• 2002

This paper proposes a digital storytelling system that employs a method of making users simple online sketch being animated in 3D. To help users focus on their story development, our proposed system gives sketch guidelines providing 3D scene structure, and publishes final results as animated scenes with story text across time. This system is based on the web and the authoring process can also be shared with others.

• International Journal of Internet, Broadcasting and Communication
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• v.16 no.2
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• pp.75-80
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• 2024

Research on the visual narrative impact of Unreal Engine's Lumen lighting system in games aims to delve into how Lumen's lighting technology plays a crucial role in game design and gameplay experience, thereby enhancing the visual storytelling of games. Lumen, Unreal Engine's dynamic global illumination solution, calculates lighting and shadows in real-time during gameplay, creating a more realistic and immersive environment. Analysis indicates that Lumen technology not only provides visually realistic and dynamic lighting effects but also significantly enriches the expressiveness and immersion of the game narrative through its changes in light and shadow.

• International Journal of Contents
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• v.10 no.2
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• pp.74-82
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• 2014

This paper aims to propose the educational concept and design model of a Smart Board Game appropriate for lower elementary grade students. The Smart Board Game refers to a hybrid, or 'convergent', game format based on the offline format of the conventional board game augmented through the use of smart devices. The substantive aspects of this game format utilize the procedural deduction and problem-solving skills applicable in storytelling methodologies and games, in order to generate and propose contents ideal for the educational environment. The development of the Smart Board Game is conducted through the following stages. First, the study analyzes a number of Smart Board Games currently popular in Korea and abroad, based on identification of the key components and processes of the board game format. The subsequent review of the science curriculum for lower elementary grades aims to determine the aspects conducive for application to Smart Board Games. Lastly, the theoretical framework outlined through the previous stages is used as the basis for the proposal of a detailed model of contents for the smart board game concept.

• 한국HCI학회:학술대회논문집
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• 2006.02b
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• pp.518-523
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• 2006

As digital broadcasting process and information compressing technologies developed, digital technologies have been used extensively in many visual media such as movies and TV programs, and it is required to develop a new process for 3 dimensional digital programs. The study attempts to develop a new digital video-producing process through pre-simulation using a digital storytelling method, in order to increase the quality of broadcasting, reducing the producing time and improve efficiency. This system, supposed to be used to produce actual broadcasting, includes all tools needed for broadcasting in the program, so users can select an appropriate set among the pre-made library, which saves time for making sets. Also, it offers a storyboard making function by perfectly representing the functions of a virtual camera, and enables users to make the better storyboard, checking the real time movies. In addition, it recognizes objects though avatars, organizes the appropriate set for these avatars to act, and embodies a variety of avatar movements through which it reaffirms the camera's position and organization, minimizing errors and saving time and budget.

• Journal of the Korean Society of Clothing and Textiles
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• v.44 no.6
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• pp.1087-1106
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• 2020

The emergence and development of innovative science and technology is changing lives at a rapid pace with the expansion of human perception. The development of the media extends the scope of activities of the body and the mind, realizing the imagination and challenging the limits of experience. In this process, the transformation of media into new forms such as disassembly, merging, and fusion have emerged that have resulted in the emergence of transmedia. In recent years, the fashion industry has responded quickly to trends and is actively engaged in transmedia communication activities. Among them, Gucci's media utilization strategy has attracted interest in the millennial generation. This study examines the strategy of transmedia storytelling by concentrating on the case of Gucci among luxury fashion brands that utilize media effectively in various aspects. It reveals the aspect of how the use of transmedia can be used to enjoy the story of fashion content and spread its value.