광고효과를 넓혀주는 David Ogilvy의 Brand Image에 關한 硏究

최귀영 한국 비쥬얼 디자인학회 1998 한국디자인포럼 Vol.3 No.-

It was David Ogilvy who was the first deviser of brand image. TIME once spoke highly of him referring to him as a magician in the advertising arena, and AD AGE put a high value on him as a king of creativity. What reasons did he have for his reputation? The reason for his fame was that he was the first contriver of brand image enhancing effectiveness of advertising. Ogilvy established Ogilvy, Benson & Mather Advertising Agency in 1949 and turned out numerous and various advertising, and became the author demonstrating that advertising enabled the United States of America to enjoy liberty and wealth. Here we can find the reason why advertising is represented to be the flower of capitalism. He, as a copywriter as well as the owner of an advertising agency and an advertising creative director enlarged effectiveness of advertising, to begin with, by the advertisement of Rolls-Royce, "At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock". and by taking pleasure in the use of the technique called Story Appeal: visuals are to implicate some sort of story, and consumers read copies in order to grasp the meaning". To cite an example, there used to be the advertisement of Hathaway Shirt in which Ogilvy distinguished himself. The objects advertising aims at and persuades are consumers in the end. In other to be one of the first-rate countries in the world, before anything else, our own enterprises must be made to count among the first-class ones in the global village. First-rate enterprises and products are to appear on the world markets equipped with advertising strategies corresponding with their ranking. Ogilvy's brand image is surnamed an advertising theory centering around consumers. At that time, brand image was 'the New Continent of Advertising'. What a surprising fact it is that consumers can have the other reason to get a can of coke, not to speak of one reason to quench their thirsts! A marvelous contrivance of a tie-in sale of image along with a pack of cigarettes was made use of by Ogilvy, merely for which Ogilvy's brand image is looked upon as being worth while to be investigated over a long period, not as a classic of advertising. In consequence, centering around Ogilvy's brand image that has enlarged advertising effectiveness by means of an advertising theory which can equip designers with unique creativity in the field of visual design-mainly advertising design, the purpose of this study is to thoroughly analyze and investigate 1) Brand Positioning, 2) Brand Identity Program; Consistency and 3) Personalities for Brand Image.

비쥬얼커뮤니케이션에 나타난 포스트모더니즘에 관한 연구

최귀영 커뮤니케이션디자인협회 시각디자인학회 1996 커뮤니케이션 디자인학연구 Vol.1 No.-

"Chaos presides over the beginning of the earth. The sea is darkness itself pitching and rolling. Making its way through the pitch-black darkness, a flower of a rose is rising above the sea, which foreshadows the birth of Eve. She is decorated with hundreds of thousands of pink roses all over her. Her pink breast is completely bared just like fantasy". This is a commercial message of「Eden」, perfume which made Champs Elysees in Paris grow restless this summer. Perfume having come into being in 1996 exposes her fascinating breast to the competitive world marke. Original fragrance emitted by the first woman is the image eden aims at, which leads to postmodernism shown in visual communication. This technique accords with some characteristics of postmodernism represented to be what is called 'pluralism'. Accordingly, the purpose of this study is to contribute toward the development of visual designs characterized by their symbols through postmodernism shown in visual communication- visual utterance represented by the pictures fathomable to the eyes of the masses takes visual forms. The contents of this study are summarized as follow : First, dispositions and characteristics of postmodernism are presented as theoretical backgrounds of postmodernism. Second, features and tendencies of postmodernism are illuminated through postmodernism shown in visual communication. Lastly, the trend and spirit of the times for the century to come is predicted.

디지털미디어시대의 디자인 探究

최귀영,여운장 한국비쥬얼디자인학회 2000 한국디자인포럼 Vol.5 No.-

지구 생성(生成)이래 계속되어왔던 진화(進化)의 배경이 바뀌고 있다. 이제까지 인간을 비롯한 모든 동물은 눈(眼)에 보이는 것들과의 싸움해 승리한 자(者)는 살아남고, 실패된 자는 도태(淘汰)되는 적자생존(適者生存)을 거듭해 왔다. 그러나 21세기 진화는 달라졌다. 인류사의 3대혁명이라 일컫는 9000년 전 부터 시작한 농업혁명, 250년 전의 산업혁명, 그리고1990년대부터 일기 시작한 21세기 진화의 배경은 디지털1)혁명, 바로 그것이다. 이제 디지털은 세상 모든 것을 변화시키는 진화 초기의 요인이다. 본고(本稿) 「디지털미디어시대의 디자인 탐구(探究)」는 21세기를 눈앞에 두고 국가부도 위기라는 홍역을 치루었던 한국, 그것은 어쩌면 21세기를 제대로 준비하라는 경고였을지도 모른다. 지난 반세기 동안 일제식민지배(1910∼1945)와 한국전쟁(1950∼1953)으로 초토화(焦土化)한 이 땅에서 우리는 피와 땀을 흘려 세계가 부러워하는 한강의 기적을 일구어냈다. '잘살아 보세'라는 절제절명의 목적 하나로 척박한 땅에서 맨 손으로 이루어 낸 세계 10대 무역국이라는 공든 탑(塔)이 순식간에 무너진 이유는 무엇이었을까?의 의문점(疑問点) 해결을 디자인에서 찾아보자는 데 연구의 목적을 두었다. 본 연구 목적에 따라서 제시된 논고(論考)는 첫째, 디자인이란 그 시대를 비추는 거울이라는 점이다. 디자인은 문화요, 일상생활 그 자체인 것이다. 그래서 디자인이란 색다른 힘을 가진 참신한 생각으로 상품에 이름을 짓는 것이다. 둘째, 한국 디자인 경쟁력 낮은 이유는 무엇인가? 그리고 한국 디자인 무엇이 문제인가? 를 최근 발표한 정부(산업자원부)정책, 「디자인 산업의 비전과 발전전략」을 기본으로 하여 제시했으며, 셋째, 디지털미디어시대의 디자인의 방향과 디자인산업의 비전을 국내외 각종 미디어와 학계 학술자료를 토대로 하여 제시하였다. 넷째, 그 대안(對案)으로 디자이너가 벤처기업(Venture Corporate)이며, 금세기 지식경영(Knowledge Management)의 대가(大家) 피터 드래커 (Peter Dreker)의 "변화(變化)만이 불변(不變)한다."는 이론을 디자인에 접목시켰다. 디자인이란 고객과 미래를 위한 아이디어 산업이기때문이다. The background of evolution has been changed, whith was maintained after the time on the creation of the earth. Up to now, all of animals including human being have conformed to the survival of the fittest that only the winners can survive and the failures will die out by fighting with the visible foes. However the evolution has in the 21th century. There have been the three revolution in human history that are the Agricultural Revolution began 9000 years ago, the Industrial Revolution started 250 years ago. and the Digital1) Revolution broke out in 1990s. Now, the digital is the cause of the beginning evolution to make a change in everything. This book, 「The Design Research in the Digital Media Time」, refers to Korea which has suffered national dishonor emergency ahead of 21th century. It may be a warning to give notice that we should be prepare for the 21th. During last half a century, Korean diligence brought up 'the miracles on the Han River' envious of the world where burnt to the ground by the aggression of the Japanese Empire and the Korea War. Under the strained slogan of 'Live in Affluence' we a ccomplished remarkable economic development as the 10th trading country in the world's level with empty hands. Unfortunately, our remarkable work of years has been being spoiled. This research intends to fine the answer for what made the work of years spoiled. Refer to the following for the prosecutors closing argument on the purpose of this research. First of all, the Design is a mirror of the times. The Design is culture and daily life in itself. Therefore the Design names goods with smarts ideas which have different energy. Secondly, what is the reason that the Korean Design isn't competitive on the world market? Basically this book deals with 'Visions and Growth Strategies of Our Design Industry' and government policies about what the Ministry of Commerce, Industry and Energy has recently reported what is the problem of the Korean Design? Thirdly, the direction of the Design and the vision of the Design industry in the digital media times are explained on the basis of the media data and research materials in domestic and foreign papers. Lastly, as a counterproposal to the design, the Designer is Venture Corporate. An acknowledged authority on the knowledge management, Perter Dreker's theory adds to the Design. Because the Design is an idea industry for customers and times to come.

Story Appeal 手法에 關한 廣告 事例硏究

최귀영 서울産業大學校 産業大學院 1997 大學院論文集 Vol.5 No.-

Advertising is to attract consumers' attention to products, let them take an interest in the products, arouse a desire in them for the products, let the products remain in their memory, and finally induce their purchasing action. In this sense, advertising is a chain of inducement process, that is, Attention →Interest →Desire →Memory →Action. Old advertising lays emphasis on the phase of attraction of consumers' attention, whereas modern advertising is different from old adveryising in that modern advertising comprizes all these phases. The eventual goal of advertising is to sell products. Accordingly, recently it is often said that it is not advertising unless it sells. Just as all roads lead to Rome, so all roads of advertising should lead to selling. It's not creative unless it sells. At least, it is true of advertising. Consequently, a question arises like this : What is the selling, effective advertising? With the view of solving this question, by illuminating, through a case study, still prevailing Story Appeal technique called a classic in the arena of advertising, to develop visual design(mainly advertising) is the purpose of this study.

인더스티리얼디자인 先驅者들의 開拓精神과 國家競爭力의 相關性에 關한 硏究

김경훈,최귀영 한국 비쥬얼 디자인학회 1998 한국디자인포럼 Vol.3 No.-

Under what economic circumstances are weat present ? It is too shocking a chance to ascribe its cause to merely by accident. Who can have imagined being forced to be supported by I.M.F. just on the eve of the age of the national annual income per capita $ 10,000, the number of cars 10,000,000, and the number of houses 10,000,000 ? The hands of a clock in Korean history has been turned ten years backwards. For the past six months of I.M.F. system our everyday life has been completely changed. Our living standard has become that of ten years ago just as a reel of film is forced to be rewound speedily. A simple dream of the age of the national annual income per capita $ 10,000 has in a moment been transformed into a disappointing dream of the age of $ 6,000, the level at the end of the eighties. What with mass unemployment, high prices of commodities, salary reduction and slump in prices of houses, national assets has dwindled just as it has thawed. Accordingly, such myths as full employment, lifelong jobs and real estate myth, by-products of high-degree growth have disappeared. If we should fail in restructuring government and industries, it will result in: unchangeable national annual income per capita $ 5,000, economic growth rate munus or 1% level, high prices of commodities increasing by more than 5%, high unemployment rate 7% or so. If we fail in or delay our restructuring them, it is hard for us to look on the brighter side of our economic situations. It is reported that we have been suffering from the worst economic crisis after Korean War, that is, we are now leading our lives supported by I.M.F. In consequence, the purpose of this study is to present some ways to reinforce national competitiveness derived from a frontier spirit of industrial design pioneers, which I believe can be the Wisdom of Solomon' with which we can tide over national economic crisis and survive the cold wave. Besides, at present when we are being supported by I.M.F., this study in pursuit of beauty from the small' trying to think small, not big, is intended to present some ways as a philosophy of design so as to overcome the tide of being forced to be supported by I.M.F. The followings are demonstrated according to the purpose of this study: First, as far as historical backgrounds of industrial design and pioneers' frontier spirit are concerned, they are analyzed focusing on how the United States of America tided over international economic panics occurring in the twenties. Second, as far as the pursuit of the turning point of industrial design is concerned, they are throughly investigated and analyzed centering around the standpoints of ergonomics and ecology of industrial design. Third, in other to inspire self-confidence of we-can-do-it keeping it in mind that national competitiveness wholly depends upon design. I would like to emphasize the importance of industrial design attaching importance to the settlement of the questions. Why does national economy or existence of enterprises depend on design ? Why do we have to compete with other countries in design ?

휴대용 디지털제품의 디자인트렌드 연구 -유비쿼터스시대의 소비자 성향을 중심으로-

최귀영 ( Gui Young Choi ) 커뮤니케이션디자인학회 (구 시각디자인학회) 2006 커뮤니케이션 디자인학연구 Vol.22 No.-

最近 廣告産業에 나타난 비쥬얼스캔들에 關한 硏究

최귀영,김경민 한국비쥬얼디자인학회 1997 한국디자인포럼 Vol.2 No.-

We cannot get along even a day without coming in touch with hundreds of thousands of advertising images in this advertising age in which we are attracted less by complicated logical languages than brief visual language images. Though these advertising messages remain in our memory or escape our memory, at any rate, we get the messages for a moment when we take a sight of them. These messages also stimulate our imagination by recalling something to our mind or by letting us expect something. If the aim of advertising is to sell products or services by letting people feel dissatisfied with their present ways of living at the sight of the advertising, it goes without saying that the advertising should be differentitated in one way or another in consideration of the fact that too much similar products are on the market recently. A technique of visual scandal in forms of advertising expression is being used as one of differentiation methods. In consequence, the purpose of this study is to contribute to the development of visual design characterized by symbols through visual(including computer graphic) the eyes of the masses can grasp through cases of visual scandal represented by recent advertising industry.

교통안전을 위한 공익광고 포스터디자인 연구

최귀영,김진석 한국비쥬얼디자인학회 1999 한국디자인포럼 Vol.4 No.-

경제성장과 더불어 산업구조의 다원화와 경제적ㆍ사회적 변화는 우리의 생활에서 신속과 능률을 추구하고 있다. 이러한 욕구는 편리한 교통수단이 요구되는 바, 이의 부산물로 나타난 결과가 교통사고라고 할 수 있다. 오늘날 교통사고는 선진사회가 직면한 심각한 사회문제중의 하나이다. 교통은 인간과 자동차, 도로, 시설 등의 복합적으로 구성되어 운영되고 있다. 교통사고는 이들 요소중 어느 하나만이 불안전하여 발생하는경우도 있지만 대부분은 몇가지 요소가 상호 작용하여 발생하고 있다. 결국 교통사고의 원인 유형을 크게 압축하여 본다면, 과속이나 교통법규 위반으로 빚어지는 난폭운전과 출발 동시에 사고의 위험성을 함께 싣고 떠나는 반인륜적인 운전행위인 음주운전의 두가지로 분류할 수 있다. 공익광고는 사회문제를 해결하는 해결사의 역할을 한다. 따라서 교통사고의 주범인 난폭운전과 음주운전의 두가지 원인을 중심으로 대형사고의 참담한 결과를 조사 분석하여, 1,800만명이나 되는 우리나라 운전면허 소지자들에게 교통안전을 위한 캠페인의 일환으로 경각심 고취와 미연에 방지하는 차원에서 실제 교통안전 포스터를 제작하여 설득시키는데 연구의 목적을 두었다. Pluralization of industrial structures and economic and social changes along with economic growth require that we should seek after rapidity and efficiency in our daily life. We need convenient means of transportation so as to meet our desires, the by-product of which is thought to be traffic accidents. Nowadays traffic accidents are one of serious social problems highly developed social is confronted with. Traffic is a complex of pedestrians, vehicles, roads, facilities, and it is operated by them. The insecurity of one of these factors sometimes can result in a traffic accident, but in most cases some factors cause it to happen by reciprocal action. The cause of traffic accidents can be classified into the following two : reckless driving and drunk driving. The one results from speeding and traffic violation, and the other is an inhumane driving which foreshadows an impending danger the moment a drunk driver touches his or her steering wheel. Public service advertising plays a role of a solver who can settle social problems. Accordingly, the purpose of this study is to investigate and analyze the miserable results of great disasters centering around the two causes of reckless driving and drunk driving which can be causative of traffic accidents in nine cases out of ten, and make posters for traffic safety, and warn possessors of driver's licenses as many as 18 million of the danger of traffic accidents as a series of traffic safety campaigns, and persuade them to prevent accidents from occurring.

모바일 오피스 시스템이 사용자의 업무과부하 및 직무 스트레스에 미치는 영향

윤혜정 ( Hae Jung Yun ),최귀영 ( Gui Young Choi ),이중정 ( Choong C. Lee ) 한국정보시스템학회 2011 情報시스템硏究 Vol.20 No.2

The use of mobile office systems has been expanded due to the smartphones` rapid diffusion in Korea, and it has brought a new work environment that is different from traditional working patterns. In this study, the unique attributes of mobile office systems, such as ubiquity, usefulness, complexity, and insecurity, are examined along with the impact of these attributes on work overload and job stress. Based on transaction-based model of job stress, organizational support was applied as a stress inhibitor and also the moderator between work overload and job stress. The findings of this study show that ubiquity increases usefulness of mobile office systems; complexity increases both work overload and job stress; and insecurity increases job stress. Surprisingly, usefulness increases job stress, which means employees who perceive the efficiency of mobile office systems higher may feel more job stress. Organizational support for mobile office systems significantly shows the moderating effect, but no direct mitigating effect on job stress. The theoretical and practical implications in order to mitigate the side effects of mobile office systems based on the research findings are thoroughly discussed.

게임 속 PPL의 효과에 영향을 미치는 요인에 관한 연구

김영락(Youngrak Kim),조윤곤(Youngon Cho),최귀영(Gui-young Choi) 한국멀티미디어학회 2010 멀티미디어학회논문지 Vol.13 No.8

본 연구는 상당히 활발히 이루어지고 있는 게임에서의 PPL 현실에 비해 그 효과를 다룬 연구들이 많이 수행되지 못한 현실을 고려하여, 게임 속 PPL에 효과에 영향을 미치는 요인에 관하여 연구를 수행하였으며, 구체적으로는 게임의 장르와 게이머의 게임 숙련도에 따라 게임 속에서 PPL 브랜드의 인지도와 선호도에 미치는 영향력이 어떻게 나타나는지를 살펴보고자 한다. 게임의 장르는 크게 역동적인 게임과 정적인 게임으로 분류하여 분석하였으며, 구체적으로는 역동적인 게임으로 레이싱게임인 포르자모터스포츠를 대상으로 하였으며, 정적인 게임으로는 보드게임인 숨은그림찾기를 대상으로 하였다. 게임의 숙련도는 높음과 낮음으로 분류하여 분석하였다. 분석 결과 화면의 변화가 심한 역동적인 레이싱 게임에 비해 정적인 게임 진행방식을 갖고 있는 보드게임에 삽입된 PPL 브랜드에 더 큰 효과를 나타낼 수 있음을 알 수 있다. 그리고 레이싱 게임과 보드 게임에서 모두 게임의 숙련도가 더 높은 사람에게 PPL 효과가 더 있는 것으로 분석되었다. The game has been rapidly evolving through various media such as computer, console game machine, cellular phone and PMP based on the advanced development of scientific technology. In terms of demand, the interest in and desire to consume the game as a way of spending people's spare time have been on the increase constantly while the level of income has been improved. Eventually, the game has gradually expanded its scope of supply and demand, has established its own status as one of the media that is scientifically-intensive and has been developed into a game industry, a large-scale industry. Unlike image media, the methods of exposure in PPL are varied in accordance with the genre of games. This study divides the causes that have influence over the effect of PPL in the game into the genre of game and the skill of gamer. The results of the experiment on how much the aforementioned two elements have influence over the effect of PPL are as in the following: It has been demonstrated that the effect of PPL could appear different according to the genre of game and the skill of gamer on the game. Besides, the genre of game that is dynamic in its screen change in the game has relatively lower effect of PPL than that is not dynamic. Meanwhile, the persons who are highly skilled in the game have higher degree of recognition and preference to the inserted PPL than those who are lowly skilled. In this regard, it has given us a theoretical ground that the fees system for PPL ads should be established variously in accordance with the genre of game and the level of online game users.