• Journal of Fisheries and Marine Sciences Education
• /
• v.23 no.2
• /
• pp.302-318
• /
• 2011

The object of this study is to provide easily-understandable mathematics class to highschool students, who usually take no interest in mathematics, by apply teaching strategy based on storytelling to real lessons. The approaching methods for the mathematics education are emphasizing the mathematical education during making storytelling-studying plans, inducing the interest of the students by applying the mathematical situations in the story. The effects of the storytelling such as induction of the interest, persistency, perception of the practicality, smooth communication between teachers and students coincides with the way national mathematical education orients. This study contains the definition of the storytelling based on education, and applicability to the students, and application to the real lessons, and verification of the effects by focus-group interview with the students and observing teachers. I made the lesson plan based on storytelling for achievements to the object of the highschool mathematical study, and searched the best way to apply the lesson plan to the real lessons. I studied designing lesson strategy based on dissertations and books and reports directly related this study, and did focus-group interview to find advantages and disadvantages of the strategy. And finally I could make the well-applicable lesson plan.

• The Journal of the Korea Contents Association
• /
• v.11 no.8
• /
• pp.142-149
• /
• 2011

This study analyzed the brand storytelling campaign of Pasteur drink-type yogurt 'Quebyon'. The basic idea of research comes from how unique brand name is able to success in Korean yogurt market. Pasteur storytelling campaign has focused on the product's branding and positioning. For analyzing the research, Brand Stewardship Model(BSM) which based on consumers' perspectives has been used. For successful storytelling campaign of Pasteur, strong brand name is needed. Pasteur has decided the brand name 'Quebyon' which means good movement of the bowels in accordance with the research results. And the positioning has been decided 'attack inside (the body) if it does not evacuate'. For powerful positioning, three criterions are decided. They are including harmony with the brand name, differentiation with competitors and easiness with memory. Finally, the Pasteur product dominates the Korean Bulgarian-style yogurt market. The success comes from the harmonizing of Quebyon yogurt's branding and positioning. In other words, the branding and positioning strategies were working effectively to the consumers. In conclusion, this study has proved why branding and positioning strategies are so important in brand storytelling campaign.

• The Journal of the Korea Contents Association
• /
• v.11 no.6
• /
• pp.438-448
• /
• 2011

The purpose of this paper is to enrich storytelling contents for culture and tourism industry and provide the implication for carrying out governmental policy by estimating economic value of storytelling using a Contingent Valuation Method. The empirical result shows that the economic value of storytelling development in culture and tourism industry is annually estimated 16,000 won per person, resulting from logit model and WTP mean method. The willingness-to-pay, degree of support and perception of the policy and culture contents expenditure have meaningful effects on probability of supporting and participating in execution of the policy. The findings imply that the economic value of storytelling development highly increases as the interest and expenditure of culture contents increase. Futhermore, informing storytelling related policy and business to the people will increase economic value of fostering storytelling-based culture and tourism.

• Culinary science and hospitality research
• /
• v.22 no.1
• /
• pp.9-18
• /
• 2016

The purpose of this paper was to explore the narrative strategy of storytelling advertisement videos for a beer brand Heineken. Heineken was one of the most active advertisers who had made very impressive ad videos. The author selected five story driven advertisement videos which had been most frequently watched by Internet viewers. Those were "The Insider", "Odyssey 2011", "Heineken lip gross", "Italy Activation Milan AC vs. Real Madrid", "the Match". The five selected videos have 90 second running time. The target videos were repeatedly watched and the expected key image cuts and key verbal copies were captured as well. To categorize the narrative structure and key copies of each video, Fog, Budtz & Yakaboylu's four element model of storytelling and Gustav Freytag's three act structure or five stage model of a plot were exploited as underlying theories. Most of the ad videos had clear boundary between or among the stages of the plot and used emotional appeals including humor and sexual appeals. This paper found that the target videos used visual rhetorics to enhance the viewers' persuasion and comprehension. It also revealed that the target videos took advantage of football match as an emotional engagement to get ad viewers closely banded with Heineken.

• English Language & Literature Teaching
• /
• v.15 no.3
• /
• pp.283-300
• /
• 2009

The purpose of this paper is to suggest a model for an English learning web-site using Korean folktales to stimulate the interest of beginners learning English, (elementary and early middle school ages) and suggest an integrated way of teaching 4 skills. The study first reviews the theoretical and historical backgrounds of storytelling using Korean folk tale, WBI (Web Based Learning), and learner-centered learning. Storytelling using Korean folk tale is an interactive way of teaching English through the use of words and actions from Korean traditional culture. The students can take pride in their own culture while learning a foreign language since they are familiar with the stories and the culture. Nowadays multicultural education is one of the big features of global education. Therefore there are benefits of studying English through Korean folktales. The websites can help students learn English ubiquitously with a learner-centered focus. For the study, we analyzed several digital English storytelling websites. The paper concludes that digital English story books need to improve their interactive ways of teaching for more effective learning. The authors created an integrated English learning website model using Korean folktales for beginners. We hope to introduce this type of learning through the website for higher level students in middle school. Further study should be conducted in order to make the websites more meaningful and useful for Korean students learning English.

• Communications of Mathematical Education
• /
• v.27 no.3
• /
• pp.301-319
• /
• 2013

In this study we developed a textbook for middle school mathematics, especially focusing on the 1st grade, based on storytelling, did experimental lessons using the developed textbook, and surveyed the responses of students to the lesson by three kinds of questionnaire and teacher interview. The results of this study can serve as basic data for other researches about storytelling-related education in school mathematics.

• Journal of Korea Society of Digital Industry and Information Management
• /
• v.15 no.3
• /
• pp.111-118
• /
• 2019

Chapter 1 and 2 of this study examined the methodology of modern storytelling using the hero narrative structure. This involved analyses of Joseph Campbell's monomyth structure, which is the prototype model of modern storytelling and Christopher Vogler's story structure in which the monomyth structure is classified into 3 Acts and 12 Stages. In addition, the movie 'Captain America' was analyzed based on Vogler's narrative structure theory. According to the analyses results, the hero of 'Captain America' fully follows Christopher Vogler's hero narrative structure but in some cases, he does not follow the existing hero narrative structure. It is interpreted that this is because heroes of modern tales have different birth backgrounds from mythical heroes. There is also a difference even in the stage where a hero completes all adventures and returns home between modern tales and myths due to different social backgrounds. Therefore, these findings provide a basis for modification and supplementation of a modern hero epic. Through this analysis, the modified modern hero narrative structure is evaluated to be appropriate as a basic model for modern storytelling. Further, it is expected that those who frame a film script can complete a new hero epic while following the structure of syntagmatic systems by selecting a level among Northrop Frye's paragmatic systems based on this structure and considering story themes and heroes' personality and characteristics.

• The Journal of the Korea Contents Association
• /
• v.7 no.4
• /
• pp.103-113
• /
• 2007

This paper attempts to construct a storytelling model of computer games by using the Greimas's schema of narrative. Analysis target is multi-play of Starcraft, which has the non-linearity and interactivity. As a result, the process of manipulation and sanction, occurred in epistemological level at very short time and the process of competence had lots of small schema of narratives and repeated that small narratives. This model may be applied to other games, because it looks that most of games have very short process of manipulation and sanction at epistemological level and have long process of competence as main game play.

• Journal of Internet Computing and Services
• /
• v.19 no.6
• /
• pp.125-132
• /
• 2018

In this paper, we design a programming education model that uses emotional intelligence and apply the model to programming education in elementary school. In our previous work, we found that there is a meaningful correlation between emotional intelligence and programming ability. In this paper, as a follow-up study, we design a programming education model based on a storytelling model and emotional intelligence. In order to test the performance of the proposed model, we applied our proposed model to the 5th grade elementary school students who have no programming experience. Based on extensive survey work and statistical analysis, we found that the experimental group by the programming education using the emotional intelligence got a statistically significant higher achievement than the comparative group by the traditional programming education. We hope that our model will be helpful in programming education in schools.

• Journal of Industrial Convergence
• /
• v.20 no.7
• /
• pp.13-20
• /
• 2022

This study aimed to provide basic data for the development of local cultural festivals by verifying whether regional cultural unity moderates the link between storytelling and brand assets for festival visitors. The survey was conducted with 431 visitors who participated in the S city Eupseong Festival program. Descriptive statistics, reliability analysis, correlation analysis, and moderating effect analysis were performed for the analysis of the questionnaire data. As a result of the study, first, storytelling and regional cultural unity showed the highest positive correlation, and there were positive correlations between local cultural unity and brand assets, and between storytelling and brand assets. Second, as a result of the moderating effect analysis, regional cultural unity moderated the link between storytelling and brand assets. In other words, when storytelling increases, brand assets increase, but when regional cultural unity is high, it increases more steeply than when regional cultural unity is low. This study presented a new model to improve the brand assets of local festivals.