• Journal of Korea Multimedia Society
• /
• v.20 no.9
• /
• pp.1596-1605
• /
• 2017

This study recognizes the narrative of the movie as a semiotic system and proposes a structured storytelling analysis model through theoretical basis and empirical analysis. It classifies as 'Narrative 17 Process' which considers the narrative of successful 11 animations as a continuous process of formal structure. It extract the paradigmatic sub-narrative units(NU) centered on the act of the character in each process. The structural pattern of the story types are extracted by comparing and analyzing with 5 NU analysis elements presented in this study. As a result, the 4 story types were consistently classified by the SSD distance value. Therefore, this study propose a storytelling analysis model that can be effectively applied to scenarios and narrative composition stages of movie production.

• Asia Marketing Journal
• /
• v.15 no.4
• /
• pp.103-129
• /
• 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.

• Science of Emotion and Sensibility
• /
• v.12 no.1
• /
• pp.19-32
• /
• 2009

Recently emotional relationships between industrial products and user experience are getting more attention than ever. However, current user interface design has focused just on the mechanical and logical aspects. This research proposed a new approach to improve user's emotional experience to interface design and introduced storytelling as a new possibility. Four types of user interface - logical interface, picture added interface, storytelling-applied interface, and storytelling-applied interface with a story script - were used for this research. Eighty college students participated in this research. Each participant was randomly assigned to one of four types of user interfaces. Additionally, their individual differences in affect intensity were measured. he results show that users reported more emotional experience in the storytelling-applied interface and storytelling-applied interface with a story script than the logical interface and just picture added interface. The results also suggest that the higher satisfaction was experienced for the storytelling-applied interface. And all those results are differentiated by the users' affect intensity. The users who have higher affect intensity expressed heavier emotional experience and deeper satisfaction for the storytelling-applied interface.

• Journal of Digital Contents Society
• /
• v.15 no.1
• /
• pp.61-68
• /
• 2014

In the past, to stimulate customers' rationality were used as a marketing methods but the storytelling marketing is appealing to consumers by showing product or brand value. Storytelling marketing attracts clients favorable attitude. In this research, I tried to figure out how emotional storytelling and humor advertising affects to brand attitude a quality of products according to advertising types, brand image, trust, interest, message, advertising model, intension of purchase and recommendation requisite to impact on brand attitude. As a result emotional storytelling was more effective than the humor advertising method when forming the brand attitude and brand image. Also, among the types of advertisement, emotional storytelling tended to bring a significant difference between men and women. Emotional storytelling advertisement are increasing and being competitive. Therefore, we need notable advertisement. It is a significant research to understand how advertising type affects to consumers.

• Journal of Digital Convergence
• /
• v.17 no.1
• /
• pp.295-300
• /
• 2019

Modern society is the era of convergence, and storytelling requires the necessity of storytelling in which two types of data types, emotional stories and information, are fused. Particularly, in the case of VR contents, the user must directly participate in the content and select the information through the process of freely searching $360^{\circ}$ space, so that the user can interact with the content immediately. Therefore, there is a limit to access to the existing storytelling method, and it is considered that the implementation of 'convergent storytelling' that meets two areas of sensitivity and information is considered to be an urgent genre. In this paper, we focus on the spatial characteristics of VR contents, and then, as a way to effectively implement 'convergent storytelling' in VR contents, We propose a custom system by organizing the type into a circle structure. Based on this, it is expected that the technology will be developed into a research of a personalized system that meets two areas of emotion and information by utilizing the context recognition process for VR content and interaction in the fourth industrial revolution era.

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

• Journal of Korea Game Society
• /
• v.16 no.4
• /
• pp.15-24
• /
• 2016

The purpose of this study is to propose a storytelling board game model using cards, focusing on motif theory illustrated at , a type of software that supports story-making. First, the study categorizes storytelling board games into 4 types, then sets a development objective. Furthermore, after creating a 205 types of motif cards according to motif categorizing system, the study presents development model of both basic and expansion mode. The study aims to verify its game characteristics and elaborate its model through focus group tests henceforth.

• Journal of the Korean housing association
• /
• v.18 no.1
• /
• pp.53-60
• /
• 2007

Storytelling approach is the way to formulate and solve problems using stories. Story is a means to understand and react everyday life that can be regarded as multi-dimensional problems. The approach becomes popular in various fields in conjunction with digital technology. In particular, it is used to solve problems in relation to whole context. In design, storytelling approach is used to clarify design constraints. It can be used to clarify and communicate thoughts for design artifacts, and to understand how the artifacts might be used in particular circumstances. In particular, the approach is useful to use under uncertain circumstances. In architecture, storytelling approach can be used in the area of design generation, design critique and capturing design knowledge. In design generation, it can be used to describe and formulate design experiences rather than simple designing artifacts. The approach formalizes design based on stories of user experiences. Digital technology such as virtual reality can be used to experience designed spaces for design modifications. In design critique area, it can be used to fill uncertain facts for historical buildings as welt as different from present status. Such stories can be used to build digital modeling and used to open criticism. Stories can be used to formalize knowledge in architectural domain as a form of implicit knowledge for certain projects. In architecture, it often is required to design types of environment never experienced before as well as to accomodate fast changing technologies. Storytelling methodology can be used as a method to cope with uncertainty and complexity in design requirements along with accumulating design knowledge.

• Journal of Korea Multimedia Society
• /
• v.25 no.6
• /
• pp.844-851
• /
• 2022

This study intends to propose an evaluation tool for analyzing the sense of immersion of realistic VR game contents in the metabus game industry, which is rapidly increasing recently. This paper presents an analysis tool to measure the degree of immersion after selecting three types VR games for research, and analyzing the immersion way method of the game. The research method analyzes how the user and the sense of immersion formed in the storytelling in the game can have an effect. Based on the results, we present an sense of immersion analysis and measurement method for evaluating the usability of VR game contents, which is a key element in the metaverse era. Furthermore, it expands the immersion element that appears in storytelling to the game industry and seeks a new direction of development through connection with the VR game industry.

• Journal of the Korean School Mathematics Society
• /
• v.17 no.3
• /
• pp.337-358
• /
• 2014

The purpose of this study is to investigate how storytelling is embodied in the Mathematics I textbooks for first grade high school students in the 2009 revised curriculum and the perception of secondary math teachers and students of those books. Furthermore, in order to have some implications on newly ongoing textbook development, this thesis sets up the following goals for inquiry into the effect on storytelling. First, are there any noticeable differences among the 10 types of mathematics I textbooks for high school first graders in the 2009 revised curriculum? Second, what do teachers and students think of textbooks which apply storytelling techniques? The results are as follows. The frequency of storytelling types that appeared in the textbooks is as follows: real-life connection type and inter-scholarship type take up 47.55% and 24.51% respectively, followed by decision-making type with 10.52%, math history type with 10.17% and tool-using type with 7.05%. Within the contents, math history type showed up on reading material from every textbook. And it is worth considering that real-life-connection type has the most various topics and is mainly for arousing interest and checking up on some concepts. However, inter-scholarship type is usually related to science, and decision-making type is included for error analysis and tool-using type for reading materials about math programs. The results of this study suggest that many of the teachers who participated showed some kind of understanding of storytelling but there were not many who are actually incorporating that into their own classes. It is also essential that we develop textbooks that are effective for storytelling classes, hold regular symposiums as well as teacher training, and create tools for proper assessment. Furthermore, students think that textbooks based on storytelling would have positive effects as long as they are supported by enough time, a sufficient number of classes and tests with validity.