• The Journal of the Korea Contents Association
• /
• v.8 no.9
• /
• pp.66-73
• /
• 2008

Under the changing circumstances of broadcasting, this study aims at the corelation of television drama's rating and television image production techniques, analyzing TV image production techniques and TV rating of drama, the highest rating genre. For this research, 6 dramas were selected as samples except the dramas about history and violence on the basis of the TNS media korea's top 100 of the year 2007. This study analyzed camerawork, shot size, shot duration and scene duration with the contents of replay and manuscript viewing of broadcasting companys' homepages. As the result of the analysis of corelation, TV rating is inverse proportionate to multiple camerawork and shot average duration with a very close relationship, showing no relationship with other variables. The result of this study shows that multiple cameraworks and long durated shots should be avoided for higher TV rating.

• The Journal of the Korea Contents Association
• /
• v.15 no.10
• /
• pp.66-82
• /
• 2015

This study looks into the differences between the two different genres of dramatic renditions on film- television dramas and movies, by studying the respective characteristics of screenplays for television and movies, and comparing the disparity in status between the powerful television drama writer and the powerless movie screenwriters as well as actual power structures within the Korean media industry. It explores the intensifying problems of high cost drama productions and poor treatment of screenwriters, as well as established practices in the movie and television industries so as to analyze problems comprehensively and seek balanced growth within these industries. The Hollywood screenwriting system is taken as a point of comparison in seeking solutions and exploring the direction that Korean film and television industries should take in the future.

• 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.

• (The) Research of the performance art and culture
• /
• no.25
• /
• pp.5-30
• /
• 2012

I. Identity of Yeonsegeuk as total arts. The purpose of the thesis is to arrange the identy of Yeonsegeuk(Kino-Drama) which is theatre or film. The process of study is tried to discuss on the aethetic of Yeonsegeuk. II. Appearance of Yeonsegeuk and negative disputation of yeonsegeuk The first imported Yeonsegeuk from Japanese in Korea is made by the group of Mizuno Ganggetsu(水野觀月) on Oct. 16. 1915 at Pusan and also to run in Seoul at Hwanggeumgwan. The first of Korean Yeonsegeuk is by Kim, Dosan, a leader of Singeukjwa(theare group) on Oct. 27. 1919 at Danseongsa. Before the liberation of Korea from Japan all made korean Yeonsegeuk are 28 works. III. Dramatic form of Yeonsegeuk I study on the relation between Yeonsegeuik and Sinpageuik(new theatre of modern drama in 1920's). I find that Yeonsegeuik admitted the thechnics of the Sinpageuik and the contents. If We think that the theatre is synthetic art which genealize all arts, we can insist that the Yeonsegeuk is valued the total art as new performance to comply with film art to theatre. Conclusionly Yeonsegeuk is called 'Expanded Theatre' as the new performance which must be dicussed in the view of total art. VI. Discussion on the the aethetic of Yeonsegeuk When we compare the structure of film with the structure of theatre, we can't find a diffrent element between the structure of two art in art semiotic. But we find a fact that film art has special elements in mechanics character which are camera working and motage. These technics influence on the audience's mind. It is different point between Japan and Korean's Kino-drama and Germany's that is to admit the aethetic of total art or not. V. Yeonsegeuk as new performance During Korean modern times Kino-drama was first a kind of total art with stage and screen. But it is regretable that Kino-drama didn't have the background of theory which discourse on the comprehension of total art. As the result Kino-drama bring the confusion of argument that Kino-drama is total art or expanded theatre. This confusion will be disputed on film art as performing arts or future art as expanded film and total art.

• The Journal of the Korea Contents Association
• /
• v.15 no.8
• /
• pp.130-140
• /
• 2015

With the growth of media platforms and fierce competition in the media market, there have been focus on cross media storytelling, a remediation of content already proven successful to another type of medium. In particular, webtoons have emerged as being successful source media, and this study analyzes how the webtoon 's narrative is expanded and transformed in the remediation process into TV drama. The results showed that, the webtoon , which was targeted at a relatively more specific audience, objectively described stories of the life and hardships of an office worker through a contractual employee at a trading company navigating work life based on strategies of Baduk; while the TV drama version, which aims to appeal to a broader audience, strengthened popular narratives with topics of social issues such as 'hardships of the non-permanent employee', 'sexual discrimination and sexual harassment in the workplace', 'difficulties of a working mom', and 'romance between new colleagues'. In addition, in order to create dramatic enjoyment, the drama's storytelling strategy incorporated conflicts by creating confrontational relationships among good and evil characters, and added humanism and comedic effect.

• Proceedings of the Korea Contents Association Conference
• /
• 2007.11a
• /
• pp.698-702
• /
• 2007

Recently, it isn't hard to find split screen effects in films, TV dramas and commercial films which composes a screen with different frames of images. The TV series '24' which was produced in USA in the year 2001 and is expecting the release of its 7th series next year frequently exhibits such split screen methods. '24' is a TV drama of the events taking place in one day which is produced in the form of real-time mode and consists of 24 episodes which is an hour long. Using split screen method, the drama effectively delivers the events simultaneously taking place at different locations. Moreover, the divided frames of each screen relates to one another by means of collision, synthesis and ect. which captures the vision of the spectators. This study aims at analysing the relationships between the frames which consists split screen scenes in the drama '24' and discover its eye capturing attractions using film montage theories.

• The Journal of the Korea Contents Association
• /
• v.18 no.7
• /
• pp.64-73
• /
• 2018

Pre-production has become one of the more noticeable new trends in the Korean drama industry. The trend is being led both by the outsourcing producers and the incumbent broadcasting companies. In particular, the broadcasting companies seem to favor the mode of pre-production more and more, and that is happening not only when they are working on their own but also when collaborating with outsourcing producers. It has been generally proven and believed that the recruitment of A-list production factors is one sure way to produce better commercial results in the Korean drama industry. Then, the recent phenomenon of the pre-production is happening with the lack of the of A-list factors' participation. Especially, A-list writers have been showing a high degree of reluctance to take part in the pre-production, mentioning the inability to reflect the audience's responses on their stories. While the pre-prodction is being adopted in various genres, it is observed that the pre-produced dramas with multi-genre features have a higher chance to succeed.

• The Journal of the Korea Contents Association
• /
• v.20 no.7
• /
• pp.534-546
• /
• 2020

The purpose of this study was to investigate the preference, use motivation about TV food program, and look into the relationship between these variables and tendency of eating alone, interest for food and empathy. The results of this study showed that five factors of motivation were extracted: ASMR pleasure, visual pleasure, emotional vicarious gratification, information seeking and time-spending. The interest for food effects all of five motivation. Tendency of eating alone had no effect on use motivation. The higher the motivation for visual pleasure, the more preference for mukbang entertainment show, TV food drama, internet mukbang. The higher the motivation for ASMR pleasure, the more preference for TV food drama and internet mukbang. As for high tendency of eating alone, preference for cookbang show and TV food drama was high. People with low empathy showed the preference for TV food drama.

• The Journal of the Korea Contents Association
• /
• v.12 no.12
• /
• pp.627-638
• /
• 2012

This study empirically examines the concept of dynamic capability to recombine the resources such as directors, writers, and actors in the TV drama industry which is one of the most knowledge-based and project-based organizations. Based on the extant literature, it is argued that an organization's usage pattern of critical resources could partly reflect its dynamic capability. This study attempted to verify the hypothesis that Korean TV drama producers would utilize the same resources less repeatedly in the period with more uncertain environment(2003-2009) than the period with more stable and predictable environment(1994-2002). Empirical results partially support the hypothesis, verifying that there are different usage patterns in employing directors between the two periods but that is not the case in employing writers and actors. Such results imply that project-based organizations repeatedly use the same resources in order to pursue efficiency in stable environments whereas they tend to use a variety of different resources in order to adapt to uncertain environments.

• The Journal of the Korea Contents Association
• /
• v.11 no.11
• /
• pp.137-144
• /
• 2011

This study explored the risk sharing mechanism in the US TV drama industry. The hollywood system of TV production and distribution can be understood to be the result of the efforts to reduce the uncertainty and the risk of investment. Since the 1990s, the vertical integration of major studios and networks has been one of the core strategies for risk sharing. In the strategy, the most important role of networks is to schedule new series that the affiliated studios produce. Networks also provide the new series their brand value. On the other hand, the most important role of studios in the vertical integrated environment is to provide the affiliated networks the infrastructures for production and distribution, financial management, and product management. In addition, networks keep the right on the series in the secondary markets, and attempt to increase the aggressive investment on new series on the base of the rights. However, such a risky investment can be the potential burden and risk for the networks in the future. This paper shows the importance of the reasonable risk sharing in the television drama industry to the Korean TV drama industry that has experienced the conflict between networks and independent production companies.