• The Journal of the Korea Contents Association
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• v.16 no.4
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• pp.503-515
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• 2016

The branded contents include various advertisements showing brand storytelling. A new mobile application service market for food delivery uses branded contents to become familiar with consumer in the beginning and built unique brand image in comparison with a rival company in the time of elaboration. This study analyzed the narrative type and structure of brand storytelling in branded contents of the three representative applications, 'Baedal Tong', 'The ethnic of Baedal', and 'Yogiyo'. Still a few study has researched the narrative type and structure of brand storytelling though different effects as narrative type. This paper divided four types of brand storytelling as the roll of brand through typology of Northrop Frye, romance, comedy, tragedy, and irony & satire. And it analyzed the narrative type and structure of branded contents of the three applications using these types and researched strategy in each time. The various narrative types beyond classical romance type are effective for brand positioning though market enter moment. This study will be helpful for the research about narrative strategy of branded contents.

• Proceedings of the Korea Contents Association Conference
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• 2005.11a
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• pp.416-422
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• 2005

The feature of digital media's interactivity made the traditional storytelling to be evolved into a new concept of digital storytelling. Unlike films or animations, games' storytelling takes open-ended design method; thus, it is possible to create unlimited number of stones within a game depending upon the decisions of player characters. In this paper, a character-centered game storytelling system of a highly story-based RPG genre will be reviewed, and, it analyzes case studies of how a character with various story values can interact with its background story, virtual game world, and many events in its game storytelling system. Game storytelling structure and game mechanics are related to each other very closely. Therefore, it is possible to control the player's overall movement as the character's story develops according to a predictable structure or situation.

• The Journal of the Korea Contents Association
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• v.13 no.10
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• pp.151-159
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• 2013

Formalism narrative theory adopts the dualism of Fabula, story material and Sujet, story substance. The recent theories of storytelling convert the dualism into story and storytelling. This essay delves into the mechanism of contemporary storytelling by comparatively analyzing the storytelling of two films, A Korean film, Family Ties and A Hollywood film, Little Miss Sunshine, which are considered to represent contemporary storytelling. While the latter builds its structure through desire usually shown in the classical Hollywood films, the former has the structure which has nothing to do with causality by displaying fragmented stories. And the latter has typical characters, while the former shows totally different reality, using the obscure characters. In conclusion, Little Miss Sunshine has a storytelling which puts audience feeling in tune by controlling it, and Family Ties has one which delivers director's intention.

• 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.

• Korean Journal of Child Studies
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• v.26 no.4
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• pp.189-207
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• 2005

This study examined the effects of picture storybook making activities with computer plays on children's storytelling ability and creativity. Seventy 5-year-old children from two day-care classes participated in this eight-week program. The experimental class used the computer software of 'Stanley's Sticker Stories.' The comparison class used paper and pencil. Data analysis was implemented by ANCOVA and t-test. Significant differences were found between the experimental and comparison groups in story telling ability by story structure, imagination, vocabulary, sentence structure, and creativity showing that picture storybook making activities with the computer was more effective than traditional picture storybook making activities.

• Journal of Korea Multimedia Society
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• v.12 no.2
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• pp.313-322
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• 2009

A multi-story can be generated by the interactions of users in the interactive storytelling system. In this paper, I suggest narrative structure and corresponding Storytelling Markup Language and implement the system that processes a story presented using this language. This research will be basis of making an authoring tool for interactive storytelling. It can be used to make a story tool and story presentation tool using text, image, animation with user interaction.

• The Journal of the Korea Contents Association
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• v.10 no.5
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• pp.107-114
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• 2010

A nonlinear story is generated through the interactivity with users using the interactive storytelling system. In a play or movie, audiences can watch one scene at a time, and in order to watch next scene, they should wait for the end of current scene. In the real world, however, various events can simultaneously happen at different places, and even those events performed by characters may dramatically affect the flow of the story. This paper suggests Constraint Based narrative structure to create such story, known as "Simultaneous Story Arcs", and "Multi Viewpoint" to simultaneously lead the direction of the stories in each place.

• Journal of the Korean Society of Food Culture
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• v.25 no.6
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• pp.764-769
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• 2010

The aim of this study was to examine how customers perceive storytelling at a real local restaurant and to understand how consumption reflects their evaluation by understanding their values. Participants received information from a real local restaurant in the Gangneung area to examine the effects of storytelling and to evaluate their affective attitudes towards local restaurant stories, word-of-mouth intentions, and purchasing intentions using a seven-point Likert scale. A total of 310 consumers were used. A factor analysis was performed to identify consumption value characteristics and factor structure, which consisted economic value, emotional value, and epistemic value. To test whether local restaurant consumers could be classified into homogenous groups based on their consumption values, a three cluster solution was selected, and a Kmeans cluster analysis was performed. As a result, three groups were identified and labeled appropriate for their scores based on each of the consumption values; emotional value-oriented consumers to cluster 1, epistemic value-oriented consumers to cluster 2, and economic value-oriented consumers to cluster 3. An analysis of variance was used to examine the differences in the affective attitudes towards storytelling at the local restaurant, purchasing intentions, and word-of-mouth intentions across the three clusters. The epistemic value-oriented consumers had the highest score for all three variables. In contrast, economic value-oriented consumers had the lowest scores for the three variables. A regression analysis revealed that affective attitudes towards storytelling were significantly affected by these three consumption values. It also showed that positive affective attitudes towards storytelling were associated with higher purchasing intention and word-of-mouth. The significance of this study was to show how customers perceive storytelling at a real restaurant and reflect on their evaluation by understanding their consumption values. As a result, this study examined the potential power of storytelling as an effective marketing communication tool for local restaurants.

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

• Cartoon and Animation Studies
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• s.48
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• pp.217-247
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• 2017

A brand webtoon is the webtoon to be planned for advertising. It can be appealed like a webtoon, so recently it becomes popular as one of brand storytelling contents. This study looked at the fact that the webcomic artists have released webtoons having apparent style as a series for many years in the online portal site have published multiple brand webtoons. And it analyzed the expression, narrative structure, and character being shared between their webtoon and brand webtoons. Through this analysis, we can look a spin-off phenomenon between their webtoon and brand webtoons. The spin-off phenomenon means a making the other stories basis on character or situation of drama, movie, novel and etc that have already published, like a supplementary story. And we can recognize a spin-off phenomenon in these cases that have the same story style what make an emotion like the genre, concept, world concept, expression style, narrative structure or use the same characters. For this study, It analyzed Kwak baek soo's and 5 brand webtoons including on Naver, Kim yang soo's and 3 brand webtoons on Naver, Kim Jin's and 2 brand webtoons on Naver, and Petermon's and 1 brand webtoon on Daum. And It analyzed how the readers have accepted it through making a comparison between number of recommendations and reply of brand webtoon and the original webtoon in the same esason. This research will be helpful for study about brand webtoon storytelling and also webtoon storytelling through analyzing how the expression and narrative structure of webtoon are adapted to brand webtoon and get likability.