캘리그래피의 시각적 표현유형과 시청자 기억의 상관성 연구 -TV 드라마 타이틀을 중심으로- = Study on the relationship between visual expression type of Calligraphy and consumer memory -Focusing on brand logos of TV drama title-

다국어 초록 (Multilingual Abstract)

The aim of this study was to evaluate whether cognitive attention and utilization survey analysis and visual representation of any type of calligraphy in the TV drama titles remain long in the memory of viewers. Firstly, we summarized and made a table about the concept and definition of Calligraphy through the review of previous studies, literatures, and dictionaries. Secondly, we classified visual representation type of TV drama titles (Gothic typeface, Mingjo typeface, calligraphy and others) to the theory of four Lutz. And then we made the research sample and empirically evaluated the differences in the viewer’s memory of visual representation type. Finally, we investigated the relationship between Caligraphic representation and awareness, favorability, and purchasing intention through the experiment and survey. As a result, visual representation type was Calligraphy 66.0% > others 24.0%> Gothic 6.0% > Mingjo in the order of viewer’s memory. The representation type of Calligraphy with the unique form of visual features and the clearly expressed content of the article could make the difference for viewer’s memory. Other letter types with use a lot of organic curves, decorative, and beautiful followed representation type of Calligraphy in the order of viewer’s memory. We recognized that character of letter emphasized on memory of shape pursue emotional and aesthetic sense rather than figurative meaning of character of letter. Awareness, favorability, and purchasing intention in Caligraphic representation showed the highest results among the visual representation types. This study is to present the memory strategies that the memory reactions of viewers appear differently according to visual representation type of TV drama titles.