• The Journal of the Korea Contents Association
• /
• v.14 no.2
• /
• pp.113-121
• /
• 2014

Domestically multicultural society is being demanded a change in recognition today into the direction of harmony from assimilation. This change in paradigm is having a proposition as understanding about mutually different cultural background. A role of cultural contents is getting important more than ever as a link of understanding and recognition between heterogeneous groups. These cultural contents can be enhanced its effect when being developed on the basis of cooperation by which the multi-cultural members themselves participate in a project, and can conform even with social significance. The purpose of this study is to analyze a project case of a multicultural contents planning team 'Arto Placo', which produced contents through cooperation between a foreigner group including marriage immigrants and a local group such as illustrator and children's book writer. Each project was indicated to be contents such as public performance, exhibition, ad APP book. The aim was to specifically examine Case Selection and Introduction, Contents's Planning Development, Assessment and Activation plan.

• The Journal of the Korea Contents Association
• /
• v.15 no.4
• /
• pp.139-152
• /
• 2015

One of the most latest trends in today's marketing practice is to create branded contents for interacting with online consumers. Marketers are increasingly adopting behind-the-scene contents which disclose a brand's backstage information in their contents marketing efforts. The current study conceptualizes this behind-the-scene storytelling based on dramaturgical theory and investigates its impacts on consumer responses. The study also examines how consumers advertising skepticism level would influence on the evaluation of branded contents. In addition, the moderating role of advertising skepticism in evaluating brand's backstage information is investigated. The findings suggests that consumers who are exposed to brand's backstage indicate greater information attitude, brand attitude, and purchase intention than those who are not exposed to brand's backstage. Also consumers who have lower advertising skepticism evaluated branded contents more positively than high ad skepticism consumers. Lastly, the moderating role of advertising skepticism on the impact of brand's backstage disclosure is reported.

• The Journal of the Korea Contents Association
• /
• v.19 no.8
• /
• pp.359-369
• /
• 2019

This research suggests video solutions and efficient implementations for low-budget performances. This study adopts Millumin as a mapping server, which reflects the character of small theatres with a lower budget that doesn't use more than four projectors in a show. By comparing pros and cons of media servers, the study discovers how to employ an appropriate server as well as to participate in a pre-video production stage, which increases the artistry of directing and reduces unnecessary graphics. Meanwhile, with the participation of an interpretive programmer, this study suggests a way to manage the rehearsal time and to increase the artistry of directing. In addition, this study analyses the relationship between the video's visual motive source in the story's development, crisis, climax, twist and the provided narrative based on "Trace U the musical (2018)", by this analyzation, the relationship between storytelling and the video is fully shown. A visual motive is related to the action of actors, the movement of dancers, the music, the lyrics and the lines. Furthermore, the provided narrative confirms that the existence of an actual relationship with the turning point of the plots, characters' emotion, suggestions of sub-plot and the twists of own story. In conclusion, it implies a video of small theatres can not be separated from the probability of the narrative.sh an efficient ad execution strategy that reflected the characteristics of mobile devices.