• Journal of Korea Multimedia Society
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• v.24 no.9
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• pp.1285-1298
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• 2021

Among the diverse apartment brand TV Ads, KCC Switzen uses a unique advertising strategy. Unlike their competitors, KCC Switzen uses a strategy without fancy rhetoric such as luxury, premium or high-tech to enhance the value of their housing. In order to define the value of contemporary housing this paper analyses the socio-cultural messaging of KCC Switzen's television advertisements using Qualitative content analysis and Floch's Semiotic Square of Consumption Values method. As a result of this analysis, KCC Switzen's advertisements are shown to contain both intrinsic values of housing and cultural humanism by asking ablout the daily lives of real families and their relationships with neighbors. This directly contrasts with the standard advertisements that focus on the investment value of residential housing. The unique KCC Switzen advertising strategies are expected to change the paradigm of residential housing.

• Journal of the Korean Society of Costume
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• v.54 no.3
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• pp.129-143
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• 2004

The beauty of the body could separately be defined from area to area, but there can't be any universal definition of it that is applicable throughout the world. The modern discourses on the body have frequently dealt with that, and the beauty of the body should be studied in light of sociocultural background. In today's world fashion industry, the body is represented in various ways, and how to express the body itself is considered from diverse perspectives. As it's now required to approach to fashion from the sociocultural standpoint of the body. a semiotic interpretation method was introduced. The reason was that from the viewpoint of semiotics, the beauty of the body has different implications for society as cultural sign, and they also could be regarded as sociocultural codes. In order to improve new light on the aesthetic consciousness of the body and how it's represented in modern fashion, earlier studies and existing theories were examined. The semiotic interpretation method was used to find out what the aesthetic consciousness of the body stood for and what implication it had for fashion. And in which way fashion represented aesthetic consciousness, including satire, pleasure, grotesque and decadence, through the body was examined. Fashion creates an artificial beauty of the body, and change in the body is followed by change in fashion.

• 기호학연구
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• no.54
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• pp.65-92
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• 2018

Hangul 's iconicity based on the scientific creation principle makes it possible to expand into various designs. 'Fun' is a factor for success in the cultural contents industry. Through the design process, it is possible to apply fun elements to the design of cultural contents to meet the purpose. The characteristics of Hangul icons that can be used in cultural contents design, the concept of 'fun', the inducing factors of fun and the production methods of visual fun are summarized. The production method of visual fun has suggested the same way as the design humor creation method in visual communication design. 10 types of examples of Hangul in relation to visual 'fun' have been analyzed by the semiotic approach. This suggests a design methodology for the creation of fun elements that utilize Hangul Iconicity in cultural contents design in the future.

• Journal of Science of Art and Design
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• v.8
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• pp.129-159
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• 2005

Web sites have become one of most important factor for sales products as well as advertising communications in these days. So numerous web sites have been developed for corporations and brands. It is not easy to getting more attention as a prominent web site expression among various types of numerous web sites. Due to the voluminous expansion of visual communications and the change of the media. new advertising creative must be needed for serving to differentiate the message, inviting audiences to participate more positively in Web site communications. This thesis aims at reviewing images and semiotics for analyzing web sites. And this thesis is about the significations of web sites for some of supreme brands. Chapter I describes the aim of this thesis about the signification of web sites, especially concentrate on the intro-pages of worldwide supreme brands. such as Chanel, Louis Vuitton, Yves Saint Laurent, Prada, and Burberry. And Chapter II introduces the general concept of Image and Semiotics. Chapter III deals with the signification of the web sites with introducing semiotic methods such as the theory of R. Barthes. Chapter IV discusses the signification of Images of web sites as an advertising creative talking into consideration of semiotic theories. And this thesis analyze almost all visual images and verbal message by the theory of R. Barthes. In this matrix, a. particular image of web site can be analyzed into its basic structure of pictorial and word elements , i. e., into the representations the viewer uses and identifies. It's my belief that one of aesthetic engineering approaches such as Semantic Differential Method and semiotic approaches such as the Interpretant Matrix for advertising design images provide basic methods which is about defining the process of constructing and coding the advertising images as well as analyzing and decoding advertising expressions. So I suggest these kinds of studies on the images of web sites as well as advertising design images.

• Review of Korean Society for Internet Information
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• v.14 no.3
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• pp.5-20
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• 2013

ICANN has been governing the Domain Name System(DNS) "technically" since 1998. The architecture is called Internet Governance, and it brings about many different discourses; "What does that govern?", "Who delegate its role to ICANN?"," How could the regime ensure fairness?" etc. This article will analyze on Internet Governance by applying the government approach of Foucault, and try to compare two parts, the 'core' and the 'edge' of Internet Governance for method. Whereas the 'core' of it refers the site that be governed by the formal contract directly, the 'edge' as the rest of it means informal friendly relations with ICANN. The 'core' rule was stemmed from technological community such as IAB or IETF historically. They had invented new world and its population to integrate the technical order as protocol and the semiotic order as language, that be based on new government mode. On the other hand, ".KR" domain, one of the 'edges', has been evolved into more heterogeneous system, through contest and conflict between traditional state and Internet Governance. The governed object of ".KR" domain is situated in the crossing of each other the 'protocol user', the 'language-semiotic user' and the' geographical resident'. Here the 'geographical resident' rule was weird for DNS, so that shows the internal lack of Internet Governance. It needs to move to the concept of 'Hangeul(Korean-language) user' rather than the 'geographical resident'.

• The Journal of the Korea Contents Association
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• v.7 no.7
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• pp.68-76
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• 2007

The cartoon communicates its messages by cartoon semiotics as a vehicle of emotion, face expression, act, glance, and texts along the story. this style of communication showed in the cartoon can be defined as ${\ulcorner}$Cartoon communication style${\lrcorner}$. Since, the cartoon is cultural and social product, an understanding of ${\ulcorner}$Cartoon communication style${\lrcorner}$ plays a major role in understanding culture and society as well as its production and interchange. To understand what is the ${\ulcorner}$Cartoon communication style${\lrcorner}$, systemic and objective research method through ${\ulcorner}$Cartoon Analysis${\lrcorner}$ is required. The study review cognitive tendency of cartoon expression through semiotic analysis of total 30,081 cuts of Korea, and Japanese published cartoons and consequently, classifies the cartoons by 3 forms - One-Root, One-Idea and One-Style to encode.

• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.10
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• pp.1161-1174
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• 2011

An approach method of the semiotics theory is analyzing fashion: the look is that a sign represents one character and the image is interpreted as the destination of the changes. The fashion image interpretation by semiotics is possible because the fashion phenomenon by society has been accumulated in their abbreviation code. It is not possible to produce contradictions of the human imagination coined solution. The myth relieved to people, allowanced a meaning in the world and explained it have been unable to explain and protect us. Today's role of the world myth becomes the star's future. Public resting star's fashion image analysis promote that we understand the inherent desire. Madonna probably is one of the world's most famous women. To Create Madonna's own mythology staged image in various attire reveals symbolism. In this study, Madonna's fashion images, the myth 8 analysis of semiotics represent publicity. Madonna's album jacket 8 analysis of the myth. The fit and the relationship between the star and myths closely is obvious. The Madonna fashion image investigate that so forth implied myth into duality of feminine, upset of gender roles, upset of sexual roles, object of worship. In addition to the creation of these myths are based on sensuality heterosexual fashion images, body-conscious look, lingerie look, Androgynous Look, Dominatrix Look in the fashion style of the images, fashion items made to body suit, bra top, black panties, black boots, long gloves, pink, red, gold, satin, and leather; the addition, there are exaggerated props and accessories. These use such as the human body building wave blond hair. This study through Madonna's fashion image, semiotics analysis is acquainted with suitable means of myth.

• Korean journal of communication and information
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• v.50
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• pp.50-72
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• 2010

The purpose of this study was to investigate representation of media on Korean controversial historical incidents and its myth and ideology. Especially the authors paid attention to the MBC-TV Documentary which had dealt with many controversial issues in Korean society. Those issues had never been dealt by other Korean media before it began to do. Three episodes about the South-North Korea related issues were selected as main object of this study and were analyzed with various semiotic research methods, especially, paradigmatic analytical method, narrative analytic method and mythical analytic method. As a main result of this study, it was found that the Documentary tended to represent such controversial historical issues very differently from the previous representations of old newspapers'. Th e old newspapers tried to establish old myths; that is, 'myth of national crisis', 'myth of anti-communism', 'myth of scapegoat of college students', 'myth of intelligent agency's monopoly', 'myth of social stablization', etc, while the documentary changed to build up new myths; that is, 'myth of humanities', 'myth of peaceful unification', 'myth of freedom and democracy', 'myth of human rights, etc.' In short, it was concluded that the documentary was able to change some previous myths and ideologies through its changing representations.

• Archives of design research
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• v.18 no.3 s.61
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• pp.45-54
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• 2005

Visual messages are fundamental elements for performing communication and indicate the signs which are delivered from the communicator to the communicatee via channels, Generally, we can classify visual messages into two groups; linguistic factors which are rational and deliver abstract concepts and unlinguistic factors which are mental and can be expressed concretely. Especially, web site with receivers' low attention and concentration need images which can attract their attention to visual messages. That is, web site is a medium which allows us to feel visual and emotional experiences. We can call it a standard of sign systems which are consisted of various styles of digital texts. The main purpose of this study lies in that we'll analyze how homepage introductory page as one of the forms of digital text conduces a meaning action to the receivers and that we'll apprehend the structures of images and different types of signs via a semiotic approach and analyze the underlying meaning of the messages. In order to survey the structures of images we'll look into the attitude toward perceiving messages by using semantic differential method which has been developed mostly by Osgood and analyze the visual images by adopting sign types of Fuss. As the signification is created by combining signs, it is significant that we'll analyze the meaning of sings between the transmitters and receivers from the semiotic viewpoint and study the signification systems.

• Proceedings of the Korea Contents Association Conference
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• 2004.11a
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• pp.110-115
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• 2004

The cartoon communicates its messages by cartoon semiotics as a vehicle of emotion, face expression, act, glance, and texts along the story. this style of communication showed in the cartoon can be defined as "Cartoon communication style". Since, the cartoon is cultural and social product, an understanding of "Cartoon communication style" plays a major role in understanding culture and society as well as its production and interchange. To understand what is the "Cartoon communication style", systemic and objective research method through "Cartoon Analysis" is required. The study review cognitive tendency of cartoon expression through semiotic analysis of total 35,225 cuts of Korea, Japanese and Chinese published cartoons and consequently, classifies the cartoons by 3 forms - One-Root, One-Idea and One-Style to encode.