• Science of Emotion and Sensibility
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• v.20 no.3
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• pp.23-38
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• 2017

In order to identify effective approaches for creating more viral Facebook posts, this research conducted an empirical content analysis of leading Korean brands' Facebook fan-pages (Samsung Mobile, SK Telecom, Kia Motors, and POSCO). Their distinctive visual storytelling and communication patterns were investigated as effective user engagement triggers. Through analysis of the research results, it was statistically proved that the different industrial attributes of the four brands, which are primarily characterized by their product (or service) types, affect their Facebook posting patterns by showing different engaging rates (measured by like, comment, and share metrics). In addition, the user engagement rates of the posts were influenced by their visual storytelling factors (i.e. ad objective, value scale, and visual media types). In line with these statistical findings, the distinctive visual storytelling strategies of the four brands were identified. Moreover, competitive and uncompetitive visual storytelling tactics were suggested according to the ad objectives and visual media types on Facebook.

• The Journal of the Korea Contents Association
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• v.12 no.4
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• pp.186-197
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• 2012

The purpose of the thesis is to answer the question on how the visual image content, being the original content, should be adapted to and represented as a spatial content. The thesis focuses on adaptation as the key in the conversion process of visual image content to a themed space. There are many published studies dealing with storytelling, adaptation from books to movies and TV shows, or from movies to games and vice versa. On the contrary, when it comes to adaptation from visual image content to spatial content, noticeably few studies were done on the method, and fewer studies view adaptation as the prior step of storytelling. This study first defines adaptation, and then applies the methods of Gianetty and Dudley which is further incorporated into the conversion of visual image content into a themed space. It then turns the attention to the characteristics of themed spaces. A case study highlights that a themed space is a spatial representation of the story, image and action in the visual image content, and analyze the type of adaptation made. The study results draws two conclusions; adaptation must be carried out prior to the storytelling of the spatial content; and opposed to a third-person view of the visual image content, the main factor in a themed space is first-hand experience. Thus, the thesis suggests that conversion from visual image content to themed spaces are not merely imitative but is a full range of recreation of a new content. It is expected that more detailed analyses on the particulars will lead to feasible outcome on implementing various methods of adaptation and bring about effective conversions between the visual image contents and themed spaces.

• 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.

• Archives of design research
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• v.13 no.3
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• pp.235-244
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• 2000

The form or interpretation of today's communication design lies in content development and storytelling to the designer. However, the understanding as well as exteriment of the mechanisms behind content creation remain an obscure concept. Particularly given the rapid development of digital technology, since the 1980s typography has been quickly transforming itself from its static state to the more dynamic'Type in Motion'. following this came the need for solid research in'Type in Motion'as the best means of presenting story content and form The previous passage has studied the effectiveness of'Type in Motion'in presenting this kind of content. Type in Motion has allowed vast developments in the methods of story presentation. It is Due that today's digital technology has given many benefits to the designer, but on the other hand, it has required a more diverse understanding of digital design. furthermore, even the designers in digital typography lack the understanding and research in'Type in Motion'not only as a mode of visual language but also of verbal language. Given this point· in hand, the entire interpretation and interrelation of story and'Type in Motion'can be considered essential, given their shaping of effective digital typography.

• Journal of Korea Multimedia Society
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• v.20 no.1
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• pp.93-100
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• 2017

In our life, stories are ubiquitous. Such stories of our lives are shared during counseling and psychotherapy. Modern storytelling is not limited to image and digital media. It encompasses various media, including offline contents such as festivals and theme parks. Furthermore, it is also utilized in film therapy. Film therapy refers to all the methods that utilize films and image media in counseling and psychotherapy. This paper summarizes and analyzes film therapy that utilizes storytelling. As the result of this analysis, it was found that we could gain insight into the identity of patients and their treatment through the storytelling that utilized films.

• Journal of Korea Multimedia Society
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• v.25 no.4
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• pp.620-627
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• 2022

This study analyzed the shot pattern through the tempo of segmented shot duration and studied the relationship with the unique emotion of the story. The structure of the story was classified into 3 chapters, 17 sequences, 83 scenes, 287 beats, and 1636 shots. Shot density is a method of visualizing tension in visual storytelling, and since it is a result obtained by mathematically calculating the density of divided shots, it can be helpful in designing tension delivered to the audience. Nine shot density patterns were extracted. The ascending(+) type was classified as A, B, C, D, 4, the descending(-) type, E, F, G, H, 4, and the maintenance(/) type, I, 1 type. Based on the spatiality of the 17 stages of Campbell's heroic narrative and McGee's story structure, the narrative level of the tree structure was proposed, and the symbolic meaning of the shot rhythm in the practical aspect of the story function was proposed to present a systematic methodology in the direction of production.

• Journal of Information Technology Applications and Management
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• v.26 no.3
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• pp.121-134
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• 2019

The Fourth Industrial Revolution has differentiated technologies such as artificial intelligence, IoT(Internet of things), big data, and mobile. As the civilization develops more and more, humanity enjoy the cultural activities more than economic activity for the food and shelter. The platform structure based on the advanced information technology of the present will expand the cultural contents area in a variety of ways. Cultural contents respond sensitively to changes in consumer and will be useful experiences of human activities. Therefore, it should be noted again that the contents industry should not be limited to the discussion of the application of the fourth technology, but should be produced with emphasis on useful experiences of human being. In other words, the discussion of human activities around cultural contents should be focused on how to apply beyond the use of fourth industrial technology. Therefore, it is necessary to analyze the basis of the successful storytelling of the planning stage to connect the fourth industrial technology and human useful experience as a method for developing cultural contents, and to build and propose a model as a strategic method. This study analyzes domestic and foreign cases made by using big data among the visual contents which show continuous increase of consumption among culture industry field, and draws success factors and limit points. Next, we extract what is the successful matching factor that influenced consumer 's consciousness, and find out that the structure of culture prototype has been applied in the long history of mankind, and presents it as a storytelling model. Through the above research, this study aims to present a new interpretation and creative activity of cultural contents by presenting a storytelling model as a methodology for connecting creative knowledge, away from the general interpretation of social phenomenon applied with big data.

• Archives of design research
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• v.19 no.2 s.64
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• pp.301-312
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• 2006

The advancement of IT technology and the distribution of PC makes a change on the web contents expressions and user's experiments. The advanced web environment makes virtual web museum. We anticipate that demand of virtual web museum is likely to increase. However, most of studies on web museum are case studies about visual expression or graphic interface of virtual space. This paper will be considered about the functions of digital storytelling on web museum and try to develop an self-evaluation model which can evaluate the value of digital storytelling on web museum. The ultimate goal of this study is to verify the validity of the model to evaluate new storytelling of web museum and to classify the digital storytelling based on the evaluated results, with a view to presenting the direction of development by type. The results of this study may provide a reference of applying digital storytelling into web museum and also it can be a checklist for developing the user experience for navigating a web museum.

• The Journal of the Korea Contents Association
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• v.15 no.7
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• pp.170-180
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• 2015

With progress in emerging new media technology and associated device, there is growing interest in a new type of contents in the filed of children education. In this research, we developed a edutainment content for enhancing sociability and visual perception of children exploiting kinect. Recreating what is visually perceived with physical movement is adopted to develop visual perception. It is also designed such that one's sociability can be enhanced through experiencing natural physical contact and collaboration while interacting with the developed content. The prototype of the content was created through development of character to boost interest, a short animation for storytelling, and interactive programming. In the second pilot test which was done with the content improved through the first pilot test, it was observed that children easily played with it and actively participated in experiencing it. From this observation, it is expected that the developed content may work as a promising edutainment content which fosters children to enhance visual perception and sociability through natural interaction.

• The Journal of the Korea Contents Association
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• v.18 no.10
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• pp.11-19
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• 2018

This paper is about multimodal storytelling experience applying Virtual Reality technology in museum. Specifically, this research argues virtual reality in both intuitive understanding of history also multimodal experience in the space. This research investigates cases regarding use of virtual reality in museum sector. As a research method, this paper conducts a literature review regarding multimodal experience and examples applying virtual reality related technologies in museum. Based on the literature review to investigate the concept necessary with its related cases. Based on the investigation, this paper suggests constructing elements for multimodal storytelling based on VR. Ultimately, this paper suggests the elements of building VR storytelling where dynamic audio-visual and interaction mode combines with historical resources for diverse audiences.