우리나라 공익광고의 활성화 방안 연구

李奇馥 홍익대학교 영상애니메시션연구소 2004 디자인영상논문집 Vol.- No.4

Public service advertising in Korea has Brown up rapidly in quantities, and has been considered relatively successful in guiding people's thoughts and attitudes in Korea, even though it has a short history of twenty years. It also has shown new possibilities in how advertising can contribute to general welfare of society. However, in terms of related regulations and qualities of the advertisements, one should say that it's still in its infancy. The goal of public service advertising is to use advertising as a means of communication and campaign for the favor of public welfare. To achieve this goal, it communicates messages which concern to the society and to everybody's interest, and aims to form and change the beliefs and attitudes of the general public. By doing this, it intends to accomplish its final goal of activating a behavior which contributes to the welfare of the society. Therefore, public service advertising has a vety important national mission to address social issues and problems, and to creat a mental identity of Korean people, and to maintain traditional values and culture of Korea. Because public service advertising does not deal with commercial products but social issues, it has different characteristics from commercial advertisements which intends to promote sales of products or services of the owners of the advertisement. For instance, public service advertisements don't involve the viewers with money payments, so the level of information processing of the viewers will be lower. Therefore, the viewers will focus less to the public service advertisements, compared to commercial ones. Public service advertising will get approved to the public more easily when its quality issues and communicative characteristics are given strategic focus. This research deals with theoretical topics on public service advertisements, addresses current status and problems of Korean public service advertisements, and suggests ways to improve the public service advertising in Korea.

웹 스타일 가이드에 관한 연구 : 스타일 가이드 구성요소를 중심으로 focused on components of web style guide

金永國 홍익대학교 영상애니메시션연구소 2002 디자인영상논문집 Vol.- No.2

산업 안전을 위한 사인디자인 프로세스에 관한 연구

朴瑩源 홍익대학교 영상애니메시션연구소 2004 디자인영상논문집 Vol.- No.4

The work of ISO / TC 145 / SC 1 - the international committee concerned with standardization of public information and safety symbols - has been neglected even in major design projects in Korea. The staff members responsible were not familiar with the facts, that such a committee exists and scientific research has been done by this committee in the last 30 years on almost all continents. Only few experts worldwide have an exact view of the multitude of tests and studies that have been published since research on pictograms began. A glance at the references or sources of various larger projects concerning pictograms shows, that many people active in this field do not know some of the most important documents and miss some relevant information. International standard, all symbols are the result of extensive testing in several countries and differing cultures and have met the criteria of comprehensibility set up by ISO. Committee: ISO / TC 145 / SC 1 So this paper suggests that development process of safety signs should be arranged with ANSI Z535. And besides the evaluation methods of ANSI Z535, more specific analysis method, such as Semantic Differential Method, Magnitude Scaling must be adopted. The most important suggestion of this thesis is that development of industrial safety signs need to use theories related to visual productions, such as Gestalt Psychology, Semiotics, and visual communication theories for more systematic developments of industrial safety signs.

한국전통문화의 새로운 해석을 위한 영상물 제작

朴硏鮮,Oliver Griem 홍익대학교 영상애니메시션연구소 2002 디자인영상논문집 Vol.- No.2

실버마케팅에서의 색채 계획에 관한 연구 : 고령자의 심리적, 시각적 특성에 따른 색채 반응을 중심으로 focusing on color reactions from psychological and visual character of the elderly

金德龍,李尙禧 홍익대학교 영상애니메시션연구소 2004 디자인영상논문집 Vol.- No.4

효율적인 정부기관 Identity에 관한 연구

金德龍 홍익대학교 영상애니메시션연구소 2002 디자인영상논문집 Vol.- No.2

An impression of a country has great influence on international economic relations. A Japanese monthly magazine 'Nikkei Trendy' has selected 30 most hit commodities of the year 2000, and has put 'Korea' in 21st place. Most of these commodities were solid products like toys, office & domestic supplies, and some movies. In such research, they have picked a country 'Korea' as a brand value, which is a non-product commodity, instead of Korean products. Reasons for such result are increasing interest in Korea and spreading of Korean culture and cultural products in Japan. For Korea to be in a high place in a global competition, brand value and image of Korea need to be uplifted. And that also is an way for Korean products to succeed in international market. This is something that the government has to do. From above, we can see that a 'brand image' of one country is highly effective on competitive power of the country. An efficient use and management of visual identity of the governments is needed at this point. As corporate' territory of working and market is getting larger, corporates are changing their Corporate Identity to fit in to the global market and also for their employees in other countries. Emblems and logos of big corporate like Samsung, LG now have more meaning and influence in the world than the flag of a country. Now, what about the government and each departments of the government? What's the need for their emblems and logos? We will have to look at each department's role in uplifting 'Brand Image' of the country and how we will apply C.I. concept there. Currently, Visual Identities of each dept. of the government are not really showing that they are part of Korean government. This could look unorganized to other countries. On top of that, we don't even have a specific symbol to represent Korea. Since brand image of a country takes an important role in competitive power in the global world, improvement of the country's image and identity (not as each government but as a united government) is heavily needed.

A study on personal-computer based systems for interactive real-time video manipulation & artworks made with such kind of systems

Griem, Oliver 홍익대학교 영상애니메시션연구소 2004 디자인영상논문집 Vol.- No.4

비교광고 효과에 대한 실증 연구

李奇馥 홍익대학교 영상애니메시션연구소 2002 디자인영상논문집 Vol.- No.2

Since the research on the effect of comparison advertising has begun 1975, many of researches denied that comparison advertising is not superior to traditional advertising in its effectiveness. Although many researches directly and indirectly. Because it has been concluded that comparison advertising has partial effect according to the quality of product and the state of elements. Also as it offers more information the it increases the consumers choice and gives positive image, which makes to responsible to the society. The consumer has right to choose a good product and it is natural to say good when it is good. As comparison advertising settled as an official system which can valuate the product correctly. Instead of direct assert or presentation of product, indirect expression such as a visual image or a symbol or a metaphor, it begin to appear the necessity of research of new advertising expression method which can persuade consumer reasonably, rationality and logically. It is expected from the result of this research that comparison advertising as -an advertising expression strategy can play an effective role in new approach lo consumers, The activation of comparison advertising can be utilized as an appropriate strategy, especially against foreign advertising companies as well as foreign advertising clients who are expanding the market share. It will also lead not only to improve the creative of Korean advertising bust also to invoke consumers consensus widely.

참여전시(Interactive Exhibition)의 사례를 통해본 현대 뮤지엄의 역할과 기능

金英國,金慶美 홍익대학교 영상애니메시션연구소 2004 디자인영상논문집 Vol.- No.4

Until 1906, Deutsche Museum in Munich had developed and tested new concepts of exhibition including an exhibition interactive with a film. Deutsche museum showed processes through moving pictures and audiences could operate various exhibited operative models in Deutsche museum. The new and revolutional exhibitions of Deutsche Museum have been popular among audiences and many other museums had implemented the new and revolutional concepts of Deutsche museum to their exhibitions. After than, museum experts realized the potentiality of audience's participation in exhibition. Until 1920, Europe Science Museum not only displayed science and technology but also provided contents of displays by using objects for helping audiences to understand displayed science and technology. A significant point of the Europe Science Museum was an interactive exhibition which requires a participation of audience. The interactive exhibition has been wieldy spread to other museums and the interactive exhibition has been inherited to modern museum. The interactive exhibition was also used for art museum as a method of analyzing displays. Bedno (1999) expressed about variation of audience's expectation to Museum in the Museum News as "from seeing to knowing" and also he expressed about modern audiences as "Today's audiences try to include their preferences in exhibitions when government and public offices prepare the exhibition or a program. They understand the computer as a problem solver and an information providing tool. They want the museum to pay attention to audience's physical comfort. They want to directly touch objects for having an experience rather to be passive. They want to discover for themselves, not just listening a lecture. They expect to read in the museum but not too much. In a mutual understanding of various information, the museum should display what is meaning of the world, not just showing the world. Furthermore, the museum should understand processes and results of exhibition". In both of the exhibition and the education, a transmitter and a receiver are interacting each other by using a code, an index, a sign, a signal and symbol for image transfer or message transfer. Hooper-Greenhill, E insists that “the museum policy is one of communication policies" because the advanced modern museum is managed by establishing three policies including a museum management policies, a communication policies and a collections policies, and five sub policies of the communication policies including an exhibition policy, a design policy, an education policy, a marketing policy and a facilities policy. Accordingly, it shows that the role of the museum is not just showing objects but the museum should provide to a way of understanding displayed objects. Also, it means that the exhibition and the education are fundamental bases of museum’s function. Therefore, the interactive exhibition is the most effective proposal of exhibition for interactive communication between the museum and audiences. As mentioned in the described case study and the summary, an exhibition planning requires a transfer method coinciding with it's purpose based on deeply understanding and careful study of audiences and it's environment. Accordingly, the researcher proposes that the interactive exhibition effectively using the digital multimedia is an alternative pian for providing an educational and cultural experience to audiences. Also, an exhibition field of the museum is a field having a complex relationship with other related studies. Therefore, the exhibition field cannot be neglected in a view of designing. There is a limitation to deeply study related fields of the exhibition because there are not sufficient articles and documents disclosed yet. Therefore, there needs a lot of efforts for studying.