• Archives of design research
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• v.18 no.2 s.60
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• pp.111-122
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• 2005

Public Service Advertising(PSA) is the integrated marketing concept including strategy and technology in all its aspects that pursue the changes of community to seek an agreement of its members by the intentional and the target oriented way. PSA to the exclusion of commercial intention reflects the current social flow and subject since it is focused to the social issue. PSA plays an important role in creating the further cultural value, and also affects present cultural value to advertising message. In this aspect, this study is very valuable to design the plan for further effective management of advertisement and to analyze communication strategy of PSA. This study is to make dear the nature of PSA by the analysis of contents of visual image and linguistics' factors in actual produced and broadcasted TV advertising, called 'Protection of environment' In the results, PSA related the environment is working to linguistic-centered persuading message corresponding to visual factor, this intends to educate and instruct the consumers in 1980's. PSA, therefore, shows a non-description nature without story line and a hero(heroin) on it. In contrast, after 1990's, PSA was made up image-centered and maximized the effectiveness public campaign through the activating consumer's judgement and intervention. We are able to know that it contributes to considering and persuading the consumer to suggest the story format through the visual way to deliver the message. This study of relationship between visual image and linguistics is a common trend appeared in all media including today's advertising, and may be a remarkable result to present proper direction of PSA campaign.

• Journal of Popular Narrative
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• v.27 no.1
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• pp.53-98
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• 2021

This paper examines the ways in which Hollywood feature films produced and widely circulated with the establishment of the studio system was consumed in the ethnically segregated Korean movie theaters in Kyǒngsǒng in the 1920s. Focusing on how those theaters appropriated what Hollywood represented, this paper has three objectives. First, from a historical and economic perspective, I will historicize the emergence of so-called prestige pictures and how movies became a branded product in that process. Second, I will also loot at how Chosǒn Theater, one of the earliest movie theaters in the Korean-resident area in Kyǒngsǒng who sought to be a prestigious movie palace actively exploited Hollywood brand, by foregrounding its Paramount connection, in particular. Lastly, through a close reading of weekly programmes and handbills, I will examine how these promotional print materials, as an intermediating medium, helped to supplement the audiences' viewing of Hollywood movies while creating loyal audiences.

• The Journal of the Korea Contents Association
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• v.14 no.10
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• pp.315-329
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• 2014

The purpose of this study is to examine a direction for contents choice and transmission strategies of radio literature reading programs. For this, 129 picturebook contents used for EBS program of "children books for adults" in recent 6 months were collected and analyzed quantitatively and qualitatively based on Nicholajeva's societal and aesthetic approach. In terms of external literary elements, there were unequal distribution of published period, nation, company and genre. In terms of literary inner factors, they were excellently reflecting the stream and the tendency of modern children literature. Finally, in the process of turning visual texts into auditory texts, the program used diverse auditory transmission strategies. Based on these results, it is suggested that this program need to take into account reforming the contents selection practice to provide abundant literary experience for listeners and sophisticating the transmission effects adapted for a digital era.

• Journal of Korea Game Society
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• v.10 no.3
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• pp.15-24
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• 2010

Web-based MMORTS has features that distinguish it from traditional client-based games. First, Web-based MMORTS is represented by the combination of graphics and texts. Second, there is parallax agent which has a player and a base town character. This paper written for the purpose of analyzing the storytelling of web-based MMORTS, and from Innogames selected as the subjects of the study. In view of the results so far achieved, the fact, when the player logs in web-based MMORTS, the player takes the experience after some time which had taken by the AI character instead of the player logged out and User Generated Storytelling created from this process, become known. This paper has a meaning for Web-based virtual world which can juxtaposition with routine tasks and can be linked with other platforms.

• Journal of Popular Narrative
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• v.26 no.4
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• pp.9-41
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• 2020

Park Jong-won's debut film "Guro Arirang," based on a short story of the same title by Lee Moon-yeol, is the first commercial film to deal with labor struggles from a worker's point of view in the wake of the 1987 democratic movement, and a pioneering work in terms of representing female workers the Korean cinema has traditionally turned away from. In this film Park Jong-won tried to win the sympathy of the middle class for labor movement in spite of the red scare which still stood firm in the Korean society at that time. To convey its progressive message in a form acceptable to the middle class public, the film portrays labor issues in the light of universal humanity and ethics, not in terms of class hostility or struggle. Park Jong-won calls this point of view "common sense of normal people" and emphasizes its universality and objectivity. This study critically examines the cinematic strategies to deal with labor issues in a form acceptable to the public in a conventional and commercial film and the ideological implications of the "common sense of normal people" reflected in such strategies. The first chapter of the study reveals that the film destroys the irony of the original story and reduces the complex constellation of the characters to the conflict between pure good and evil, creating a melodramatic composition in which the good falls victim to evil. The tragedies suffered by the workers in the film are of course intended to arouse the audience's strong sympathy and solidarity with them. The second chapter shows that the film's various scenes and episodes converge on the them of compassion and grief, and are mostly based on cultural and real experiences and events that caused great public sensations at that time. Especially in the last decisive scene of the movie, the memory of the June 1987 uprising is strongly recalled. So "Guro Arirang" can be seen as a patchwork of proven cases of compassion and grief. The third chapter examines the implications of the scene where the workers turn back demands for wages and put the issues of human treatment and trust to the forefront at the crucial moment of their struggle. It appeals to universal moral values and sentiments that everyone has to acknowledge and removes the political dimension from the workers' campaign. While the film tends to become a pure story of humanity marginalizing irreconcilable conflicts of class interest, the workers fall to the position of passive victims who can be deeply sympathetic on the one hand, and on the other, are idealized as leaders with noble attitude keeping themselves aloof from the hard reality. As a result, the movie loses its realistic ground and weakens its narrative probability. The scenes reminiscent of the 1987 uprising which evoke the solidarity between working and middle class fail to integrate harmoniously into the whole story of the film and remain only as fragmentary parts of the patchwork of compassion and grief.

• Journal of Korea Game Society
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• v.22 no.1
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• pp.55-64
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• 2022

Serious games are developed under particular purpose. This study provides a theoretical background on serious games for social change as a basis for future experiments and practice. By examining the elements of games and related theories, narrative immersion and critical participation are identified as the two main experiences of games, which are realized through role play. Based on educational theories for behavioral and cognitive change, this study suggests to use role play as a strategy on serious games for social change. Analyzing the cases of serious games in Korea, this study concludes that participants are able to experience the context of the situation through role play.

• Cartoon and Animation Studies
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• s.29
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• pp.1-36
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• 2012

The (2003) by Pixar, by succeeding at box office hit with good criticism, could be the film that made Pixar the most influential animation producer. Especially such character oriented narrative strategy, by raising the degree of characterizing and relationship, could made remarkable achievement as it is called a textbook of characterizing. This study focused on the inherent fear and desire of characters in . The inherent fear and desire were assumed to be the elements that strengthen characterizing and relationship more dynamically. In general, every single choice and behavior of human beings are likely to be depending on fear and desire, it is believed that human's life is dominated by those two elements. In this point, the characterizing of has three big features. It is that (1) it clearly described the fear inherent in characters and the effort to avoid the fear better than any other films of Pixar. (2) it strikingly accords with the interaction of characteristics of fear and desire established by Enneargram personality types. (3) the way of relieving fear of the main characters (Marlin and Nemo), as a unique feature of rescue and escape plot in which two characters are being apart, is not by interaction of characteristics of two main characters but is by characterizing the spiritual value supplementary to the deficiency of main character as sub character (Dory and Gill). In the previous study, , characterizing of panda 'Poe' is too outstanding and this fact is working as paradoxical limitation. On the other hand, set up of fear and desire of two main characters, Poe and Shifu and dynamics of characteristics are very delicate and effective. On the other hand, in the , in the course of settling down the conflicts between two main characters, father and son, it shows fresh and firm narrative structure with various characters and sub plots. However, though the degree of described fear and desire of main characters are very outstanding, it still reveals it limitation that the course of settlement is somewhat dependent. In conclusion, this study is considered to be another approach to animation characterizing, and also hopefully can be helpful in characterization and setting up relationships in the future.

• Journal of Korean Classical Literature and Education
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• no.34
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• pp.41-74
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• 2017

This study aimed to investigate the narrative strategy and meaning of fantasy in classic novels and to derive the educational meaning from the fantasy of Sukhyangjeon. This study selected Sukhyangjeon because is considered a suitable literary text that embodies characteristics of fantasy inherent in classical novels through its successful portrayal of the fantasy genre and its high popularity during its time. Specifically, this study observed that the "notice of hardships" which repeatedly appears in the narration of Sukhyangjeon reinforces the fantasy of the novel as it serves as an advance notice of intervention from heaven. Therefore, this study investigated the relationship between the notice of hardships and fantasy by focusing on Sukhyang's life. The way in which the "notice of hardships" is a form of illusion realized it evident in the plot when heaven saves Sukhyang from her hardship even though it was heaven that had granted her those forms of hardship. Firstly, the "notice from heaven" constitutes the macro structure of Sukhyangjeon. Through it, readers realize the enormous power of heaven by seeing how Sukhyang's life has been realized in accordance with heaven's notice with that, it evokes a sense of respect to heaven. In addition, heaven saves Sukhyang from different forms of danger. It enhances a miraculous feeling, which the omnipotent power of heaven shows, against the innocent appearance of Sukhyang during her times of danger. Meanwhile, when heaven notifies Sukhyang and the surrounding people of their fate and subsequently realizes it through dreams, this act creates a mysterious atmosphere and improves the probability of the narrative. If so, the narrative meaning in reinforcing the fantasy of the novel by the use of "notice of hardships" could be revealed through Sukhyang's real life. First, the hardship in which Sukhyang has gone through is so realistic and detailed that the readers' feelings of empathy are evoked with the fear of the coming hardship, wailing together, and trying to resolve the inner anxiety through Sukhyang's happiness. Second, the heavenly beings who are touched by the good behaviors of Sukhyang save her from the dangers of death. This creates the belief in readers that heaven intervenes for the good people. Third, the active attitude that Sukhyang and Leesun show in the process of marriage helps them overcome their earthly hardship and preserve their relationship in heaven. This gives readers hope that they could go to a "higher life" after going through suffering. This fantasy of Sukhyangjeon helps readers overcome their anxieties of reality through fantasy and recognizes the importance of relationships to enhance a sense of unity and solidarity with others. Because of these elements, it is expected that the fantasy of Sukhyangjeon will have a meaningful value to modern readers.

• The Journal of the Korea Contents Association
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• v.20 no.8
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• pp.88-100
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• 2020

This is an exploratory study based on the literature reviews which examined the possibilities and necessities of multimodal writing curriculum for liberal education. The purpose of this study is to analyze the existing research results which utilized the teaching methods associating music and writing, and to find the educational implications, and finally in terms of writing education, to suggest the possibilities of writing classes' convergent forms with music extracted from the results of the existing studies. Those studies were categorized to four patterns: WAC, effects of therapy, materials for writing, and new literacy. Based on Meyrowitz's perspective, firstly music can be utilized as a circumstance, which means a teacher can indirectly take the emotional, reminding, and healing effects of background musics. Secondly, music can play an important role of materials in thinking and writing, which is the most generally utilized pattern today. The effects are found in all of affective, cognitive, and strategic domains by utilizing music as a sort of reading materials. Thirdly, the convergent writing of music and narrative is suggested. Music is an independent language that can interact with narrative and construct text meanings in this kind of writing classes. These three dimensions of convergence have different perspectives, but sometimes occur at a same time or as a connected pattern. This study proposes that writing teachers need to improve their competence in music as well and to have professional concerns and efforts to develop their convergent writing teaching skills with music for these classes. Finally, this study stresses that team teaching can be an alternative for them.

• The Journal of the Korea Contents Association
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• v.11 no.1
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• pp.134-144
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• 2011

Crossmedia Storytelling is receiving attention as a new style of description in the age of limitless competition and infinite fusion among media. Crossmedia Storytelling specifies a form of storytelling carried out through mixed usage of plural media, such as televisions, movies, and web services. It is different from OSMU strategy in that plays one source of contents according to the characteristics of various media while Crossmedia Storytelling demands users' active participation. Moreover, it is also slightly different from Transmedia Storytelling in the point that narratives of each media are not complete themselves and only through effectively combining plural media can the whole story fully enjoyed. This research aims to analyze how users move among media in terms of Crossmedia contents by examining cases of Swedish interactive drama series , from Australia, and from the United States. To do so, first, the paper looks into the principles of Crossmedia communication and examines that it is based on online word-of-mouth communication, such as viral marketing. As a result, the following was found in the cases of Crossmedia Storytelling: negative stories that arouse users' emotional reactions & users' participation are effective, and the set-up of Sneezer, which causes the knowledge gap, is very important. It was also found that users' participation was actively taking place through online WOM communication in Crossmedia Storytelling.