• International Journal of Advanced Culture Technology
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• v.8 no.3
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• pp.38-44
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• 2020

Storytelling plays a very important role in emotional marketing recently. Storytelling marketing emphasizes a unique story and mythical meaning of the product, rather than its practical function. This is a faithful reflection of what the Dream Society has proposed. In this article, we are researching the consumption value system, and analyze various cases focusing on a coffee advertisement. In particular, by delivering a story, we will concentrate on advertising that appeals to utopian values and discusses the actual impact that it brings. If we communicate utopian values to consumers through various stories, business effects will be maximized, which will strengthen the brand image. The originality of this paper is to discuss the theory of consumption value system positively with the concept of storytelling. Therefore, we will draw conclusions as to which orientation is most ideal for storytelling in advertising. Understanding these business models will help you build an effective marketing strategy for the Dream Society.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.3
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• pp.407-423
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• 2022

Fashion illustration is a language that expresses the inspirational imagination of designers. Like fashion, illustration reflects and records the social and cultural phenomena of the time. In this context, Ignasi Monreal's fashion illustration shows the characteristics that reveal modern people's ways of thinking and their desires. This study analyzed work by Ignasi Monreal in 'Gucci Hallucination' of 2018 S/S to examine the characteristics of his new painting style and the messages his fashion illustration aims to convey. He tried to harmonize his surrealistic digital illustrations of Greek mythology with Gucci items. As a result of this study, the characteristics of Monreal's illustration works were divided into two main categories: formal aspects (similarity of composition or subject and use of dépaysement techniques), and content aspects (expression of a mythical surreal being). These qualities differentiate Monreal's fashion illustration from that of other artists. In addition, his works on the myth of Icarus not only express the desires of modern people but also convey social satirical messages.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.5 no.1
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• pp.1-18
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• 2010

Cultural industry along with cultural content that forms the center of cultural industry is the field whose interest is continually increasing due to the increase of weight in the national economy and the strengthening of importance in future value. Cultural content, particularly, accounts for the essential position in starting a business around one-person business, which recently arouses high interest in a nation. However, it is true that the debates on the rapid growth and identity of cultural content in contrast to the reinforcement of its position, and the criticisms about the lack in development of material and cultural content in staring a business show the limitation of overall cultural content in Korea. This research examines recognition of cultural industry or cultural content through terminologies of definition as well as the relationships of configures in accordance with the outcome of cultural content. Findings demonstrate that cultural content in Korea revealed the highest cultural orientation which is the same as existing interpretations, and as comparison objects, entertainment industry in the U.S. and creative industry in the UK contained the highest part of entertainment and creativity respectively. It reflects that mythical elements of language that has been discussed from the structuralist perspectives are projected in the relevant field. In conclusion, the conceptual definition of cultural content has the structure to project advantages and disadvantages of existing culture, and this limitation needs to be overcome in securing the items and business value in starting a business.

• Cartoon and Animation Studies
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• s.49
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• pp.299-323
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• 2017

Interests to cultural prototype as a material of cultural contents are getting more increasing nowadays. One of them is myth. The important thing when you are dealing with the myth as the material that how to convert prototype narratives. Today, digital culture is becoming one of the essential elements of mankind, that is a new sociocultural phenomenon and distinguishing differentiation from the past analogue era. In this regard, the combination of mythology and digital culture is effective strategies for transforming storytelling that can resonate with people who are not familiar with myths. puts the view both of this world and underworld, mythical characters, and various elements of the Grim Reaper into the story. And combines them with digital elements. sets the world that the transcendental soul exists as physically transferred data form. and reinterprets the traditional mythology world into the digitally operated world. Soul-Phone from this anime reflects the digital culture such as storage and transmission, and helps enjoying audiences accept the unfamiliar world of myth. And also It symbolically shows dystopian viewpoints through side effects can caused by digital technology development, such as the instrumentalization of human being, the risk of communication through digital media, and ego-loss caused by duplication, etc. In conclusion, forms a consensus with the audience through the transformation strategy of storytelling that converts the world of myth into the digital world. And it reflects the dystopian view and shows a differentiated world view from the narrative of myth.

• Archives of design research
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• v.17 no.3
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• pp.157-166
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• 2004

Samguk Yusa is a important historic record about the dynasties of ancient Korea. It consists of information about the hidden, mythical history, old languages and poems. This historical book has been translated many times since the Liberation of Korea in 1945. However, these books are the result of academic research so we are restricted in our usage of them to understand Korean history. There are many historical documentaries and TV series on Samguk Yusa. However, these programs can be viewed only and not be utilized in any way by the audience. Since the computer was introduced to the public, multimedia technology has been a good source to combine text, image, moving picture, sound, animation and graphic. Producing the CD-ROM about historical books not only produce digital images but also a valuable high quality digital information. Digitalization process also keeps the original content of the historical books as well as provide value as a research material as historical, artistic and archaeological item. Furthermore, its information would be provided through a network, like internet, to share and to promote more advanced studies. The purpose of this study is to produce the basic method of multimedia design of Samguk Yusa. This study also researches the problems of multimedia process for more effective usage.

• Cross-Cultural Studies
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• v.43
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• pp.207-239
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• 2016

The Altai Humanities Belt connecting Siberia to Central Asia is very important to the history of civilization. It had a huge influence on the formation of an ancient civilization in the Korean Peninsula. Therefore, a variety of studies have been carried out in the field of folklore and anthropology as well as archeology. One of these studies is about the oral epic. The oral epic remains in the form of a unique transmission in Korea, but it wasn't that long ago when it was noted as the component of the Altai Humanities Belt. In that context, some epics from Central Asia, Mongolia, and Siberia were introduced to Korea. This preliminary investigation is conducted to introduce the oral epic Olonkho from Yakutia in Siberia to Korean academia. Although it was revealed recently, Olonkho is highly valued. The epic study has been buried from the Western point of view, but Olonkho is expected to provide a global perspective to the field of epic study. Above all, it contains a very significant clue to a new study because the content and the style of performance are considerably different from those of the West. Additionally, the original form is relatively well preserved. In particular, it explains how human thinking and behaviors have changed in the transition from the mythical age to the heroic age. This change appears in the ethnic history of Yakutia, as well as in the formation process for all Altai countries around the 10th century. Therefore, this preliminary investigation will be a foundation to facilitate the translation of the voluminous Olonkho into Korean, and to conduct full-fledged research on it. In particular, it can motivate a study on the differences and similarities in comparison to the tradition of oral epics between Central Asia and the Korean Peninsula. Furthermore, it will serve as a foundation for the formation of the Altai Humanities Belt.

• Journal of Popular Narrative
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• v.25 no.3
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• pp.303-345
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• 2019

This article analyzes the multi-layered communication in the Webtoon Princess Pari, released on the Daum portal site, created (written and illustrated) by Kim Naim, through analyzing the narrative structure and comments with the qualitative / quantitative methodology. The webtoon Princess Pari is structured in an omnibus style in which unit narratives are intermittently articulated, multi-lined, and interconnected. As integrated narratives which link with unitary narratives, Pari's growth story as a shaman and a romance narrative are structured. The classical original story of the shaman was used as a prehistory corresponding to the prequel of the webtoon through a preview, and the writer restructured the narrative to overcome the contradictions of the gender asymmetry and the patriarchal ideology of the original text. The viewer then creates a conversational space by giving critical and reflective comments. According to a statistical analysis conducted through sampling, the types of comments can be classified as follows: Appreciation and criticism of the contents ≫ Emotional response ≫ Intuitive overall review ≫ Knowledge and reflection ≫ Comments on comments. In the process of creation and acceptance of the Webtoon, a multi-layered dialogue between classical and modern, content and audience, acceptance and creation has been at play. In the creation dimension, the writer used a device to fill the gap of mythical symbols of the contents. At the level of the audience, they formed a culture of sharing information, knowledge, and reflection about tradition/folk/culture through comments. This corresponds to classical and modern dialogue through the webtoon. The viewers form a sympathetic bond, attempt hermeneutical coordination, supplement the information, and search for a balanced angle through controversial conversation. In addition, by commenting on attitudes, views, and perspective, the commentators showed a behavioral pattern corresponding to meta-criticism in literature. The viewers' comments acted as feedback on the creation of the webtoons, so that the creation and acceptance itself influenced the production of the content of the webtoon. The webtoon Princess Pari, which was based on Korean classical narrative, has been reorganized onto 'moving and dynamic' content, which leads to sense, thinking, criticism and reflection through the formation of various dialogues.