Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Study on the Selective Visual Vision and Cinemagraph Expression

영상미디어의 선택적 시각과 시네마그래프 표현 연구

  • Yu, Jung-Sun (Dept. of Multimedia, Graduate School of Digital Image and Contents, Dongguk University) ;
  • Chung, Jean-Hun (Dept. of Multimedia, Graduate School of Digital Image and Contents, Dongguk University)
  • 유정선 (동국대학교 영상대학원 멀티미디어학과) ;
  • 정진헌 (동국대학교 영상대학원 멀티미디어학과)
  • Received : 2017.02.27
  • Accepted : 2017.05.20
  • Published : 2017.05.28
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Abstract

The purpose of this study is optional cinemagraph ads based on the case through the psychological theory of visual multimedia story qualitative analysis, quantitative analysis. Cinemagraph analysis would like to present the model. The analysis popular advertising model who starred with the higher profile in 2016 Gmaket of cinemagraph series of ads research, literature research, and Internet media. Analysis, case studies, etc. The analysis appeared around 10 percent was the most effective in the form of moving the form of copper wire. Part of the video cinema than the overall movement of the graph bigger visual flow effects is a dynamic. Moving the direction of the model used copper wires and broadly consistent with the product. Subject & Surrounding and margins are being used within one point or two points. The story of probability model in the short and expressing simple action of the product. Direction of the action, the proportion of multimedia for quantitative analysis of space story for the qualitative analysis of the periphery and jujebu, stories, such as the probability of four.For consideration the terms.

본 연구의 목적은 선택적 시각이라는 이론을 바탕으로 시네마그래프(Cinemagraph) 광고 사례를 통하여 멀티미디어 정량분석, 스토리 정성분석 등의 시네마그래프 분석 모델을 제시하고자 한다. 분석대상은 2016년 대중적인 인지도가 높은 광고모델이 출연한 G마켓의 시네마그래프 시리즈 영상 광고이고, 연구방법은 문헌연구, 국내외 인터넷 매체 분석, 사례연구 등이다. 분석결과 시네마그래프 동선의 비중은 10% 내외가 가장 효과적인 무빙의 형태로 나타났다. 동영상의 전체적인 움직임 보다 시네마그래프의 부분적인 동적인 음직임이 더 큰 시각적 몰입효과를 주고 있었다. 무빙의 방향성은 모델이 제품을 사용하는 동선과 대략적으로 일치하였다. 주제부와 주변부는 한가지 포인트 또는 두가지 포인트 내에서 활용되고 있었다. 스토리의 개연성은 짧은 순간에 모델과 제품의 단순 동작을 표현하고 있다. 멀티미디어의 정량적 분석을 위하여 공간의 비중, 동작의 방향성을 스토리의 정성적 분석을 위하여 주제부와 주변부, 스토리의 개연성 등의 네가지 측면을 고려대상으로 하였다.

Keywords

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