• The Journal of the Korea Contents Association
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• v.19 no.1
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• pp.152-162
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• 2019

In Korea there has been scant research on VR games. This work focuses then on college students' perceptions of VR games, factors motivating them to experience VR games, the important features of VR games. This study presents the results of in-depth interview with 10 college students who had recently experienced VR games. VR games, it is found, provide a high level of virtual reality, immersiveness, and controllability. Such attributes may be considered distinctive to mobile, PC, and video games. Gamers' intention to re-experience VR games is influenced by the following important factors: 4D effects in VR games, various VR game contents, freedom in games, unique experience chances, sense of reality, sense of thrill, action-based experiences, and playing in group (multiple player). Study findings also suggest that three important features in VR games known as immersion, engagement, and virtual presence play a pivotal role in influencing positive attitudes toward VR games. Practical implications are also discussed.the help of information technology.

• Proceedings of the Korean Institute of Intelligent Systems Conference
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• 2000.11a
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• pp.15-18
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• 2000

인터넷을 포함한 여러 가지 기술이 발전됨에 따라 인터넷 광고 시장도 두드러지게 성장하고 있다. 무한한 가상 공간과 디지털이 갖는 신속성, 편리함 등 다양한 서비스를 제공할 수 있는 인터넷 기반의 모든 서비스는 데이터베이스로 축적된다. 여기에 애매함과 불확실성을 가지는 실세계를 표현하기 위해 퍼지논리함수를 이용하여 효율적으로 방문객을 분류하는 방법을 제시한다.

• Digital Contents
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• no.8 s.75
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• pp.8-13
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• 1999

인터넷을 통해 가장 활발하게 비즈니스가 이루어질 수 있는 분야가 바로 무역업이다. 인터넷이라는 가상공간이 바로 시장이 되고, 인터넷 접속자가 고객이 되기 때문이다. 상품정보, 시장동향정보, 거래선발굴, 신용조사 등 무역정보를 입수하고, 전자메일이나 뉴스그룹과 같은 커뮤니케이션 활동을 통해 인터넷 무역을 활발히 진행시킬 수 있다. 이 글에서는 인터넷 무역 방법 중 정보수집과 광고 마케팅 단계에 대해 알아보고자 한다.

• Archives of design research
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• v.19 no.5 s.67
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• pp.85-94
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• 2006

In the 2000s, character animation technique is used at domestic TV character animation ads of diverse items displaying new character patterns and expression techniques of a high level. This study intends to identify the characteristics of TV character animation ads based ell character aesthetic theory and advertising rhetoric theory, and based on these findings, analyze trend and stream of expression in TV character animation ads by examining and classifying advertisements released in the past four years by items, character patterns and expression techniques. The results showed that TV character animation ads have been concentrated on confectionery, beverages and foods in the past, but the items have been diversified through the years. With reference to character patterns, personal and animal characters had made the main pattern, but recently product, virtual and composite characters are on the increase. In expression techniques, cell animation technique was found to be the most frequently used technique, which was followed by full-3D, cell and live action, cell and 3D and the clay animation technique. A trend like this suggests that TV character animation advertising items will continue to increase in line with the participation level of targets. In the meantime, personal and animal characters will continue to make the leading character pattern, while virtual and composite character patterns emerge in new forms. In expression techniques, live action combined with 30 technique and techniques using new expression materials will appear with cell animation technique as a central figure. As a whole, Korean character animation advertisement is expected to keep on growing to a new dimension in the aspect of items, character patterns and expression technique.

• The Journal of the Korea Contents Association
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• v.15 no.1
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• pp.64-73
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• 2015

Describing the filmography of Yong-ho KIM simply in a few sentences is considered nearly impossible. For the last 20 years and longer, KIM has been building up his career energetically as he never lets himself obsessed with any particular boundaries or areas but work on everything from paper advertisements to art galleries, advertising photographs and pure photographs. The Photolanguage personally mentioned by Yong-ho KIM himself is to visualize this imaginary story in a form of photograph, which one would come up with before shooting. When it comes to the advertising photographs, since they are used basically to sell products, they are considered rather temporary, and in addition, they photograph the products mostly under these bright lights with colorful backgrounds behind. However, Yong-ho KIM was recognized for presenting very much different work as he went even beyond these old stereotypes of the advertising photographs. The advertising photographs processed by KIM do more than merely introducing details or functions of some products, but they deliver these values and cultures that consumers can enjoy and gain through these original stories about the products. Of several pieces of KIM's work, this advertisement on Hyundai Card named was invited to an exhibition by a private gallery after the work was exposed through various media. The work was even purchased, and that was something that had not happened before in the history of the relevant field. When a photograph is purchased, it makes the photograph recognized for its value to be possessed, and when a photograph is displayed, it, again, makes the photograph win recognition as an art work. This thesis discusses the Photolanguage found in the works of Yong-ho KIM, one of the most well-known advertising photographers in South Korea. The research inquiries that have been analyzed in the body of the thesis, therefore, are the photographs and language in the digital era, the story-telling advertisements and these works by Yong-ho KIM.

• Journal of Digital Convergence
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• v.17 no.4
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• pp.299-307
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• 2019

In this study, we experimented with experience of digital signage using Virtual Reality technology, and the difference between presence and interactivity in brand experience and digital signage attitude. We conducted a two-way MANOVA analysis with cognitive presence, emotional presence, and media presence as the independent variable and interactivity level(high vs low) as dependent variables and the brand experience and attitude as dependent variables. First, cognitive presence was found to be most effective through behavioral experience when low interactivity. Second, emotional presence also has a positive effect on emotional experience when the level of interactivity is low. Third, media presence has a positive effect on emotional experience if the level of interactivity is low. This study suggests a communication strategy to communicate presence according to the characteristics of media strategy and technology through appropriate level of interactivity when using digital technology. Future research requires a qualitative approach rather than a quantitative one in terms of interactivity.

• (The) Korean Journal of Advertising
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• v.29 no.5
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• pp.127-160
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• 2018

Recently, virtual reality and augmented reality technology have been extensively utilized in brand communication. The purpose of this study is to investigate digital reality contents as branded entertainment and content-analyze its format and contents for brand communication. Coding categories were derived to examine marketing characteristics of 300 digital reality contents and key descriptive statistics were presented and interpreted. The results revealed that consumer responses(i.e., view count, like, and dislike) toward Branded Digital Reality contents vary according to types of storytelling. Moreover, perceived values of contents also varied by the types of digital reality(VR vs. AR). Based on the results, this paper discusses the academical and managerial implications of study findings.

• Proceedings of the Korea Information Processing Society Conference
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• 2004.05a
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• pp.495-498
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• 2004

인터넷 기술의 발전과 개인용 컴퓨터 성능의 향상 그리고 모바일 폰의 일상 생활화로 우리생활의 많은 부분이 변화하고 있다. 예전에는 상상으로만 가능했던 온라인 게임, 가상 쇼핑몰, 모바일 영상과 광고 등이 핸드폰 등으로 짧은 여가 시간에 장소의 제약을 받지 않고 즐길 수 있게 되었다. 플래시는 캐릭터 다운로드 서비스가 주도해온 모바일 컨텐츠 시장의 선두 자리를 위협하고 있으며, 향후 매우 발전 할 수 있는 분야라고 할 수 있다. 플래시가 주목 받는 것은 많은 사용자들에게 접근 할 수 있는 다양한 분야가 많고, 미개척 시장으로 그 가능성이 충분하다는데 있고, 근래 들어 국내 모바일 폰이나 상업용 광고에 플래시 애니메이션이 주를 이루고 있다. 이러한 필요성에 따라서 게임, 애니메이션 관련 학과들이 수 없이 많이 생겨나고 있으나 아직 모바일 컨텐츠를 위한 게임, 애니메이션 모델이 없거나 있어도 미비한 실정이다. 본 논문은 이러한 점에 착안하여 학생들이 스스로 게임, 애니메이션 제작을 할 수 있는 모델을 설계하고 구현 하였다.

• The Journal of the Convergence on Culture Technology
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• v.8 no.2
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• pp.309-314
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• 2022

The purpose of this study is to examine how the characteristics of virtual influencer, which are rapidly emerging in recent years, affect consumers. To this end, the change in information accecptance intention was examined using the perceived attractiveness and social distance of consumers toward virtual influencers as independent variables. I found the more attractive consumers feel about virtual influencer and the closer they perceive social distance, the higher the intention to accept information. However, when virtual influencer was perceived as attractive, there was no difference in information acceptance intention according to social distance. On the other side, even if the virtual influencer was perceived as less attractive, the information acceptance intention was higher when the social distance was perceived as close than when it was not. Based on these results, I provided implications for the marketing strategy of virtual influencers.

• Knowledge Management Research
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• v.24 no.2
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• pp.137-159
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• 2023

This study focuses on consumers' perceptions of virtual influencers, which many companies recently used for marketing. This study uses the Q methodology to derive what kind of perception consumers have about virtual influencers who work with various appearances, background stories, and worldviews as components. In addition, we want to see how the expected value of virtual influencers differs by age group. To this end, 34 statements were produced through preliminary interviews and literature reviews. This study showed that some consumers preferred appearances similar to humans, despite recognizing that virtual influencers are fictional characters. Some other consumers preferred to feel like a fictional character by maintaining virtuality, confirming that there are both opposite consumers. In addition, consumers expect virtual influencers to have consistency and expertise in the content field covered, and some consumers do not prefer to show an overly commercial appearance. This study will likely provide implications for companies that want to utilize virtual influencers in considering which ones to use for target customers in marketing activities.