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A Study on the Retro Design Phenomenon of the Emotional Consumption Era

  • Journal of Communication Design
  • Abbr : JCD
  • 2019, 68(), pp.178-189
  • DOI : 10.25111/jcd.2019.68.14
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : June 10, 2019
  • Accepted : July 26, 2019
  • Published : July 31, 2019

Lim Hyun-Suk 1

1세명대학교

Accredited

ABSTRACT

This study is an empirical study that analyzed retro marketing activities and retro design cases as a whole of society and culture in the emotional consumption era. Based on the definition of retro through literature research and understanding of retro, including background of occurrence, the research was put together through the prior study and the establishment of the theoretical concept and meaning regarding the significance of the emotional consumer in the age of emotional consumption and the characteristics of retro marketing. The case study divided the activity status of marketing into three categories for retro trend analysis. First, the analysis contents and effects of marketing activities were extracted through the analysis table by dividing them into retro marketing that stimulates the nostalgia of the consumer location, secondly, retro marketing that seeks rebirth of consumer products, and thirdly, retro marketing cases through remakes of consumer culture. The use cases of retro-design were based on emotional and psychological factors, and the types were divided into reproducible retro-design, resurgent retro-design, and recombinant retro-design to derive the concept and design value of retro-design. In the analysis results and conclusions, retro-design suggests that it is another alternative, not just fun, but also as an emotional design that reduces cultural estrangement between generations through the reproduction of the emotions of modern people and the formation of empathy, and becomes a link between generations.

Citation status

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