2020, Vol.70, No.

The purpose of this study is to analyze impact of consumer attitude toward virtual advertising. With the emergence of new channels of digital media, the traditional advertising markets are facing real threats and major crises. Most of people are spending more time on cell phone, Facebook, YouTube than TV or radio, and therefore, many companies are now more tilted towards the different channels of digital media. One of the main reasons that companies are using digital advertising due to the cost effectiveness and easy access to the consumers compared to the traditional media. Accordingly, new context of media ‘virtual advertising’ has emerged by broadcasters. As the virtual advertising must be harmonized well with real-time video, broadcasters are trying to develop various type of visual form. But, there is lack of existing research and study regarding advertisement attitudes and effects. Therefore this study will present different effective forms of virtual advertisement. For the purpose of this study, the types of virtual advertisement are classified into visual forms and then it is inserted to the broadcast screen. After that, this study investigated viewer’s advertisement attitudes. The results of undertaken research is summarized as follow. Firstly, at the time of TV parental guidelines, there are no significant differences in the information, continuity, and disturbance. Second, at the time of TV prologues, there are some differences between information, continuity, and annoyance. Third, At a time of scene change, there are some differences only in continuity and annoyance Lastly, at the time of epilogue, there are significant differences in both continuity and annoyance. This undertaken study have considerable implications for both marketers and TV broadcasters having effective marketing strategies to maintain market share and competitive advantages. This undertaken study will serve as a foundation for further research of the effectiveness of virtual advertising and provide some significant industrial implications for the marketers and TV broadcaster that they can devise effective marketing strategies to maintain market share and competitive advantages.

Proposal of Revision for Education Process of Major in Fashion Merchandise Design at the College of Design and Establishment of Education Environment Following the Demand of Time- Focusing on the Fashion Merchandise Design, College of Arts & Design at Dankook University -

Kim, Hyun-Joo | 2020, 70 | pp.161~178 | number of Cited : 3

The current higher education system depends on the education system for conveying and acquiring knowledge and information without responding to the drastically changing demand of time, and the system produces more designers than the human resources in design required in the market today that there is a critical need for changing the major education process following the higher education paradigm to lead the new environment. Therefore, under this study, with the subject of the Department of Fashion Merchandise Design at Dankook University, the revision of the major education program has to be made to respond to the demand of time, structure the responsive education environment, and establish the program specialization strategy as appropriate for the global era. Based on the analysis of industrial trend carried out for such objective, benchmarking of education programs in relevant fields of outstanding universities at home and abroad, human resource image of Dankook University, analysis of relativity with education objective, and critical analysis on the current education program, the vision of the Fashion Merchandise Design and its education objective are established for ‘Leaping into the top world fashion industry design school to advance the creative convergence human resources to leas the Big Tech •Big Wave Era’. The detailed contents for the foregoing are shown as follows. First, development and standardization of arts, design convergence, and tech based education programs are undertaken. Second, the human resources to flexibly respond to the demand of drastically changing industrial field of the 4th industrial revolution era as referred to Big Wave are nurtured and advanced. And third, the practical industrial and academic collaboration-based global advancement projects are specialized. As for building up the education environment, it may be summarized by the design and operation of win-win education program in base majors of convergence multi-academic learning system + art design, strengthening of industrial and academic collaboration-based practical education based on family company-based, creativeness for each major, building up the infra based on specialization of mentoring education, strengthening of digital contents education, AR, VR, MR education facilities and equipment structuring, 3-phase education program circulating structure for shape, shift and share. The major curriculum revised through this study will be continuously supplemented through the questionnaire survey of faculty and students, and through ensuing studies in the future, the improvement plan for education program will be studied through the non-curriculum specialization to link to mentoring and coaching education that would be difficult to handle in the major curriculums in diverse ways.

The Analysis of Activation Factors on the Urban Development Projects

Lee， Hoon , Lee, Joo-ah , Gyo-Eon Shim | 2020, 70 | pp.181~188 | number of Cited : 0

A Study of ‘Trans-media Storytelling’ based on Broadcasting Contents Production Process

Jungho Suh , Baek， Sang-ki | 2020, 70 | pp.191~202 | number of Cited : 1

The characteristics of organic brands using big data corpus analysis - Based on sanitary pads in Korea -

Lee, Su-jin , Su-Jeung Kim | 2020, 70 | pp.205~218 | number of Cited : 0

This research aims to find out the current value and features of the Korean organic sanitary pad brand and the direction to go forward in the future by the corpus analysis based on online big data. Based on the ranking of the reputation analysis by the Korea Institute of Business Review, the following conclusion was reached through the characteristics of each brand based on the selection of two organic sanitary pad brands ‘U’ and ‘I’ based on frequency analysis, centrality analysis and cluster analysis by network visualization. The ‘U’sanitary pad is the first to show trust in organic sanitary pads through the positive vocabulary of safety and belief. Second, we could see that we consider a variety of eco-friendly materials and products from general sanitary pads to multi-use cotton sanitary pads and environment-friendly menstrual cups. Third, the high level of concern for women's health such as ‘health’, ‘women's cleanliness’ and ‘detect’ showed a high level of involvement in health. On the other hand, they were showing low involvement in purchasing conditions such as prices. In other words, it shows an active consumption attitude centered on health through safety and diverse eco-friendly materials, and is considered a consumer group that is not sensitive to price conditions. Therefore, the ‘U’ brand will need marketing to expose safe, environmentally friendly materials as its main strategy based on the key keyword of health rather than price conditions. For example, if the ‘U’ brand make a marketing that the sanitary pad grown through eco-friendly methods on women's cleanliness and skin health affect on women's health, it could lead to better sales by providing satisfaction with the health value-conscious sanitary pad market. In contrast, the ‘I’sanitary pad shows the reliability of safety, with positive words just like the first previous brand. Second, it shows careful and deep exploration by actively exploring the user experience, although it focuses on organic materials rather than other materials. Third, the deep search for organic materials is associated with the sanitary pad controversy, which is considered a reaction to the anxiety. Fourth, it shows a rational consumption attitude that scrutinizes price conditions such as discounts and events. This attitude shows quite different results from the ‘U’ brand that is not sensitive to the terms of purchase. Thus, the ‘I’sanitary pad can provide a good opportunity to target young people in their 20s, who are price sensitive but can't ignore the material, by more actively appealing to the safety of organic materials and at the same time marketing online discounts and purchase events.

Comparative Study on Package Design of Beer Brands- Focusing on bottled beer packages among imported beers that occupy the top market-

Min, Shin Ki | 2020, 70 | pp.221~232 | number of Cited : 2

This study is an attempt to analyze the package design of the brands that occupy the top sales of imported beer in Korea. The research proceeds to study the beer industry through the previous research, analyze the logotype, color, illustration and layout, and finally find out the differences and commonalities by comparing them. 'TSINGTAO' is a style that transforms the sans serif typeface with a capital letter as the basic type and gives strong attention. 'Heineken' changes the serif type based on lowercase letters except the first letter. '3 tilted to the bottom left to make it feel as if you were smiling' and 'Hoegaarden' designed the brand name based on the lower case basic Romance style except for the first letter H. Finished. The color is 'TSINGTAO' on the red background, the brand uses white with English, and the Chinese character at the bottom is rainbow gold. The supplementary colors used complementary greens to make this color stand out: 'Heineken' uses green as a whole and makes the brand name and important information mostly white, and the stars in the center use red to make the Christmas party 'Hoegaarden' tried to give the impression as much as possible, so that the rest of the color except white color felt as white, and the logotype partly used only the background color and the other illustrations used gold. It is understood as a willingness to win by product power. In the illustration, 'TSINGTAO' expresses the 'Hoelangag' of Jangyoui, one of Tsingtao's scenic spots, like a wave, and inserted it at the top of the center. 'Hoegaarden' represents the shape of a star that has traditionally been used in the center, a ribbon-shaped band wrapped around the brand name, and two medals that have won awards in the past. He expressed each figure holding his own symbol in his hand and expressed the main ingredients such as barley and wheat in the upper left and lower right in a single color. The layout is generally balanced by centering horizontal logotypes and inserting symbols that each company gives meaning immediately above. The difference is that most bottleneck labels are arranged horizontally, while 'Heineken' uses a vertical logotype and a star symbol on the top.

Effects of Advertising Attitude, Brand Trust, Brand Attachment, and Brand Value on Brand Loyalty

Choi, Jinho | 2020, 70 | pp.235~246 | number of Cited : 5

A Study on the Characteristics of the Traditional Chinese Bridal Gowns in Modern days

Yu, Hai-yang , Choi, Soo-Ah | 2020, 70 | pp.249~260 | number of Cited : 1

A comparative study on the Black color marketing of Cosmetics brands -focused on Packaging Design-

Yang, Seung-yeon , Han Chang Ho | 2020, 70 | pp.263~274 | number of Cited : 1

User Experience Study on VR Webtoon Using Grounded Theory -Focused on VR Webtoon in "Sphere Toon"-

HONG YOUNG MI , Bae， Min-jeong , JEON MIN SEOK and 1 other persons | 2020, 70 | pp.277~286 | number of Cited : 4

A Study on Emotional Semantic Classification of Cinemagraph Images

kim young il | 2020, 70 | pp.289~300 | number of Cited : 1

A Study on the Space of Paradoxical ‘Han(恨)’ of Bong Joon Ho's Film in <Parasite

Song Man Yong , Song， Jin-Yeul | 2020, 70 | pp.303~312 | number of Cited : 8