@article{ART001569079},
author={Soongbeum Ahn},
title={A Study on the Storytelling of ‘Amore Pacific’ Brand Site - Through Applying ‘Minimum Narrative’ Theory and Script Theory},
journal={Cross-Cultural Studies},
issn={1598-0685},
year={2011},
volume={23},
pages={191-214},
doi={10.21049/ccs.2011.23..191}
TY - JOUR
AU - Soongbeum Ahn
TI - A Study on the Storytelling of ‘Amore Pacific’ Brand Site - Through Applying ‘Minimum Narrative’ Theory and Script Theory
JO - Cross-Cultural Studies
PY - 2011
VL - 23
IS - null
PB - Center for Cross Culture Studies
SP - 191
EP - 214
SN - 1598-0685
AB - Today the company’s brand sites are in tendency locating as a handy method to administrate company vision, value and image. So this study tried to examine the aspects of storytelling around Amore Pacific’s brand site. To secure the discussion’s centrality and concreteness, two issues are considered to be aimed in methodology.
First, the menus of relevant site were examined to see if they are securing minimal narrative. This was an attempt to discuss the minimum narrativity that target text is supposed to possess, to objectify little more the term ‘storytelling.’ After considering the menus of relevant site through narratological ideas of Gerald Prince, the menus that satisfy the level of minimum narrative were hardly seen. Even 'OUR STORY', showing the intention of unraveling the vision and values within the company brand by stories, is not seemed to be reaching universal, objective storytelling.
Second, pragmatic, reception theory were applied as another standard to judge storytelling possibilities of Amore Pacific’s brand site. Roger C. Schank’s script theory, being considered in the field of cognitive linguistics and cognitive psychology, became a handy tool for examining the interactions and its meaning between brand sites and its visitors. As a result, the relevant site could be seen as attempting storytelling following time sequence, through narrator kindly explaining ‘visual image-event.’ And it was conjecturable that, because of such function of narrator, visitors finishes storytelling in a personal shape by operating internal story based script.
This study examined the level and methods of storytelling limited in online environment called as company brand site. But more studies are needed to be in progress, such as about the ways for company websites or brand sites to have an effective, continuous influence on potential consumers, narrator set-up ways suitable for character of subordinate menus, organizations of minimum narrative and so on.
KW - Amore Pacific;brand site;Gerald Prince;minimum narrative;Roger C. Schank;narrator;script;storytelling
DO - 10.21049/ccs.2011.23..191
ER -
Soongbeum Ahn. (2011). A Study on the Storytelling of ‘Amore Pacific’ Brand Site - Through Applying ‘Minimum Narrative’ Theory and Script Theory. Cross-Cultural Studies, 23, 191-214.
Soongbeum Ahn. 2011, "A Study on the Storytelling of ‘Amore Pacific’ Brand Site - Through Applying ‘Minimum Narrative’ Theory and Script Theory", Cross-Cultural Studies, vol.23, pp.191-214. Available from: doi:10.21049/ccs.2011.23..191
Soongbeum Ahn "A Study on the Storytelling of ‘Amore Pacific’ Brand Site - Through Applying ‘Minimum Narrative’ Theory and Script Theory" Cross-Cultural Studies 23 pp.191-214 (2011) : 191.
Soongbeum Ahn. A Study on the Storytelling of ‘Amore Pacific’ Brand Site - Through Applying ‘Minimum Narrative’ Theory and Script Theory. 2011; 23 191-214. Available from: doi:10.21049/ccs.2011.23..191
Soongbeum Ahn. "A Study on the Storytelling of ‘Amore Pacific’ Brand Site - Through Applying ‘Minimum Narrative’ Theory and Script Theory" Cross-Cultural Studies 23(2011) : 191-214.doi: 10.21049/ccs.2011.23..191
Soongbeum Ahn. A Study on the Storytelling of ‘Amore Pacific’ Brand Site - Through Applying ‘Minimum Narrative’ Theory and Script Theory. Cross-Cultural Studies, 23, 191-214. doi: 10.21049/ccs.2011.23..191
Soongbeum Ahn. A Study on the Storytelling of ‘Amore Pacific’ Brand Site - Through Applying ‘Minimum Narrative’ Theory and Script Theory. Cross-Cultural Studies. 2011; 23 191-214. doi: 10.21049/ccs.2011.23..191
Soongbeum Ahn. A Study on the Storytelling of ‘Amore Pacific’ Brand Site - Through Applying ‘Minimum Narrative’ Theory and Script Theory. 2011; 23 191-214. Available from: doi:10.21049/ccs.2011.23..191
Soongbeum Ahn. "A Study on the Storytelling of ‘Amore Pacific’ Brand Site - Through Applying ‘Minimum Narrative’ Theory and Script Theory" Cross-Cultural Studies 23(2011) : 191-214.doi: 10.21049/ccs.2011.23..191
