• The Research Journal of the Costume Culture
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• v.30 no.3
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• pp.381-402
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• 2022

This study aimed to identify sub-dimensions of the authenticity and fictionality of a brand story and analyze the effects of authenticity and fictionality on customer-based brand equity. Data were obtained from a group of 213 males and females in their 20s and 30s living in Korea using an online survey institute. Results showed that the authenticity and fictionality of a brand story are composed of reality, excitement, exaggeration, fictional symbolism, influence, sincerity, relativeness, mysteriousness, and unreality. Of these, sincerity, excitement, reality, influence, and mysteriousness had significant effects on brand imagery; sincerity particularly exerted a relatively more substantial influence on brand imagery. Also, influence, mysteriousness, excitement, and relativeness impacted performance positively, and exaggeration impacted performance negatively. This indicated that a well-constructed brand story with authenticity and fictionality had a positive impact on the brand image. Excitement, mysteriousness, reality, relativeness, sincerity, and influence of a brand story had significant effects on brand judgement. In contrast, only excitement and influence positively impacted brand feelings, and unreality had a negative impact on feelings. The exciting and influential brand story impacted brand attitude. Also, brand image and attitude positively impacted sharing and purchase intention, while brand performance did not affect recommendation intention. These findings contribute to identifying a brand story's attributes, authenticity, and fictionality and provide insights for marketers on creating brand stories to increase brand image and attitude and to build customer-based brand equity.

• Human Ecology Research
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• v.56 no.2
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• pp.195-203
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• 2018

Online game digital hanbok has an aesthetic value in a digital culture and is useful for developing a digital hanbok design for online games as well as other industries. This thesis analyzes its attire and design composition elements to design a 3D digital hanbok by utilizing its formative characteristics. The literature review defines them as transmutability, virtuality, fictionality, reality and playfulness based on the characteristics of digital media, late digital generation and online games. We analyzed 471 images from 50 online games. Sonmaep was used for making 3D digital hanboks. Its attire was grouped into jogori pants, jogori chima, po and armor. Its design composition elements were classified as pleat, layering mu or hemline, mu sub gyeopmagi mitbadae, vent, git dongjung and decoration elements. The results feature 8 digital hanbok designs. Reality designs are replicas of jogori daegugo for men and po for women in the period of the Three States. Virtuality designs are slightly changed shapes of yoseoncheolrik for men and white jogori yellow chima for women in the Koryo Dynasty. Fictionality designs are casual fusion armors for men and women as a hyperbolic form. Playfulness designs are doll costumes for men and jogori chima for women as a kitsch and childish style. The concept of online game digital hanbok escapes from conceptual limitations of traditional hanboks. This result can be used for designing digital hanbok contents in various industrial parts.

• English & American cultural studies
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• v.10 no.2
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• pp.209-230
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• 2010

This paper reads Tristram Shandy around the issue of hobbyhorse, Sterne's main contribution to novelistic techniques as well as his insightful understanding of the modern condition. First, Sterne represents his characters according to the principle of hobbyhorse, declaring "I will draw my uncle Toby's character from his HOBBY-HORSE." Gradually distancing himself from the Juvenalian satiric mode as well as Henry Fielding's grand narrative and Samuel Richardson's psychological realism, as is seen in the early episode of Yorick's death, Sterne suggests that the best way to represent his characters lies in describing their hobbyhorses. Sterne's foregrounding of hobbyhorse is linked with his embrace of madness as part of the modern identity. He accepts that hobbyhorse-riding, a quirky and mad habit of mind or behavior, is indispensable for some people, like Uncle Toby, to survive and get along with their otherwise unbearable lives. Uncle Toby's hobbyhorse of waging mock battles in the bowling green saves him from the perplexing real world of language and sexuality, while the fictionality of his hobbyhorsical world is exposed by Widow Wadman. Since a hobbyhorse is by definition a world of private pleasure and eccentricity, sentimentalism comes along to bridge the two virtually incommensurable hobbyhorsical world in place of linguistic communication. Yet if Tristram Shandy fully stages sentimentalism, a cardinal part of hobbyhorse riding, it also offers an awareness of it, which is a significant development in the cult of sentimentalism in the eighteenth century. Tristram Shandy performs a version of sentimental journey where each character rides his hobbyhorse and the reader is invited to ride his/her own hobbyhorse.

• Journal of Digital Contents Society
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• v.18 no.2
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• pp.293-301
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• 2017

This study collects 112 webtoon advertisements by Google extended search to reveal the narratives of webtoon in persuasive communication context. The results of content analysis are as follows. First, product categories are found relatively more in number such as content and game, cosmetics, public service announcement than other products. Second, the number of webtoon advertisements has increased these seven years; rather drastic increase is found in 2013. Third, as for the origin, brand webtoon is the largest number of all types. Fourth, there is a significant difference between public interest products and commercial products in absurdity advertising number. Commercial products use a variety of genres such as romance, drama, everyday life, including absurdity, while public interest products focus mainly on everyday life.

• English Language & Literature Teaching
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• v.15 no.4
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• pp.313-330
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• 2009

The purpose of this study is to investigate the metatheatricality of Harris' plays marked by the device of 'play-within-a-play' - Androcles and the Lion, Arkansaw Bear, and Punch and Judy. In his metatheatrical plays Harris shows that characters perform for themselves and others. The framework that inner performance is going on within the outer frame play is formed on the stage, and this device reminds the audience in the seats that they are representing reality but that they are only in the middle of performing on the stage. Based on this point of view, this study explores fictionality of character, and play. In Androcles and the Lion, the most-performed children's play in America, the metatheatrical elements are shown in the style of commedia dell'arte, which attacks the rigidity of characters' identity in the Roman society. Another well-known children's play, Arkansaw Bear consists of realistic frame play and fantastic inner play in the mind of a girl, both of which function as a mirror each other and help to sustain aesthetic distance to death and reality on the stage. In Punch and Judy, the structure of frame play and inner puppet play reminds that what's going on in the play is just a fictional play and reflects history of children's puppet show. Harris' unique metatheatricality, the heightened awareness of his own artistic medium, offers children educational opportunity to learn about how a play is performed on the stage and contributes to convey mature theme through children's imaginary participation in the process of playmaking on the stage.

• Cartoon and Animation Studies
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• s.45
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• pp.435-450
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• 2016

Animation is an artificial image created by artist's imagination. Animation is defined as "the art of the animated image" in the sense that immobile images can be seed as a living creature. In other words, the term "diegesis" in modern arts genre is generally considered as something that indicates fictional world in which narration develops. Therefore, when we say that animation world is formed based on diegesis, it represents the fictionality of animation world. The problem occurs at this point. Even thought the animation world is recognized as a fictional world, we contradictorily believe that the event occurring in the screen world are real and accept them as a true message. This condition is called "quasi-emotion". Quasi-emotion is not fake bit not real either, and it is the third emotional state. It happens when we "make believe" that we believe a fictitious figure or a situation. However, in order to actively operate this "make-believe" state, an appropriate environment and props are required, specially metaphorical imagination and storytelling in short animated film. So that this article will draw a conclusion from the method that make-believe the fictional world and communicate the message through analysing the short animate film, form Disney.

• Journal of Korean Theatre Studies Association
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• no.48
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• pp.51-84
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• 2012

In Korea, historical plays took an epoch-making turn from the previous historical plays in terms of approaches to topic and material and methods of rewriting history in the 1990s. Historical plays became dehistoricized with individual, everyday life, and faction emerging as major codes of historical plays according to mistrust in history and grand narrative as the original and disappearance of trust in the growth and totality of history. A new trend became dominant of presenting fictionality prominent instead of reproduction of history and freely playing with history outside the context. While modern historical plays were subject to the content of history, post-modern historical plays sought after new history writing to tell a new story on history within a framework of fiction. Focusing on some of the trends in post-modern historical plays since the 1990s, which include play with history, daily life-style history writing, and reproduction patterns of colonial modernity, this study examined the goals, representations, and text strategies of new history writing in three historical plays, Generation After Generation(2000) by Park Geunhyung, The Mercenaries(2000) by Park Sujin, and Chosun Detective Hong Yunshik(2007) by Sung Giwoong. In Generation After Generation, the author adopts a plot of starting with the present and tracing back to the past, breaking down the myth of racially homogeneous nation. At the same time, he discloses that the colonial history is not just by the oppressive force of Japan but also by the voluntary cooperation of Korean people. That is, we are also accountable for the colonial history of the nation. The Mercenaries contrasts the independence movement during the colonial period against the modern history developed after Liberation, thus highlighting the still continuing coloniality, namely post-colonial present. The past is presented as the "phantom of history" making its appearance according to the request of the present hoping for salvation. The author politicizes history and grants political wishes to history by summoning the history by personal memories such as fictional diaries and letters with Messiah-like images opposed to the present of collapse and catastrophe. In Chosun Detective Hong Yunshik, the author makes an attempt at the microscopic reproduction of daily life by approaching the 1930s as the modern period when capitalist daily life started to take root. The lists of signs comprising daily life in colonial Gyeongseong are divided between civilization and savagery and between modern and premodern. With the progress of narrative, however, they become mixed together and reversed in the representation system in which the latter overwhelms the former.