Vol.59  No.0  2018

Background Cross-modality of auditory and visual senses is the interaction between these two different sensory channels. Today media environments are evolving towards the reinforcement of multi-modality. In various fields using media, the interaction between hearing and sight is an element that strengthens communication effect and user’s immersion level. Therefore, it is needed to study the way to visualize sound for the coming digital media era, by analyzing the framework of interactions between two different senses: auditory and visual. Methods Firstly, we discussed about mechanisms of synesthesia and cross-modal integration. Then the cross-modal patterns of auditory and visual senses were analyzed by the cross-case analysis methodology. And the properties of cross-modality of auditory and visual senses was derived. Also, data applied with properties of audio-visual cross-modal integration was used to illustrate matching framework in variety of ways. Result Consistent association between pitch and brightness was found in all studies. Chroma had the biggest relevance to overtone and was also related to pitch, volume, and tempo. We could not define exact match of color sets for synesthesia and cross-modal integration. However, there was a tendency of showing similar color responses through shared emotional experiences from musical and tactile experiences. Conclusion Until now, most of the researches for audio-visual synesthesia were conducted with limited conditions and too small number of samples to generalize the result. In this study, however, we were able to derive the pattern of synesthesia and cross-modal integration by combining studies performed under variety of conditions and methods. These studies were conducted in different cultural areas and times. Also, based on gathered data, we could study the way to visualize sound from media. Various frameworks for mapping auditory data with visual data were used.

keyword : 소리 시각화, 공감각, 교차감각, Sound Visualization, Synesthesia, Cross-Modality

Background Among culture factors, imagination is especially a driving force of great creativity that allows the real world to be transformed and modified, and also takes on a significant role for developing its creative contents while becoming a material of various media. Methods The water, a factor of material imagination will be take into consideration in terms of its type, symbolism and imagination based on Bachelard’s theory in the Water and Dreams which claims that matter is the foundation of imagination. Based on this, the material imagination and images of water will be discussed upon the film Ponyo on the cliff by the sea of Hayao Miyazaki in which the nature of the water is most prominent. Result In the film Ponyo, thr water movement generate energy and create new life. The flow and circulation of the water has its life and embraces Mother Nature. Also, the violent water in the film Ponyo is the water causing the crustal movement that includes the image of human life and willpower. The violent water as blended with in-land contaminated one is not in hostile relation with human beings, but pure water that help to build unity, coexistence and equilibrium between nature and humans. Conclusion We see in the film Ponyo of Hayao Miyazaki's cry for protection of nature, recovery and regeneration of humanity delivered from his playful point of view on mobility of water. The water in the film eventually cries for raising awareness about the destruction of ecosystems. Miyazaki symbolizes the harmony between nature and human beings which, he argues, is possible by a synthesis of multiple substances, not by the absolute being if any.

keyword : 물질적 상상력, 물, 가스통 바슐라르, Material imagination, Water, Gaston Bachelard

Background As the pharmaceutical industry is a key strategic industry in the country, the domestic pharmaceutical industry has a very low share of 1.5% or less in the world market, despite the government's strategic support, continuous growth due to population aging and massive value creation. Moreover, renewal of CI is essential for Korean pharmaceutical companies, whose logo design was produced in the 1970s and 1990s, to make a leap into a global pharmaceutical powerhouse in the global pharmaceutical industry. Therefore, this is a prior study for the comparative analysis of CIs of domestic and foreign pharmaceutical companies, and CI proposal of Korean pharmaceutical companies with global competitiveness in the future. Methods Based on the theoretical background, understanding of the pharmaceutical industry, the importance of logo design, and the concept of symbol and word mark. I selected 24 pharmaceutical companies based on the ranking of sales of multinational pharmaceutical companies in 2015. And the visual characteristics of pharmaceutical company logo design were classified and analyzed by type, color, and word mark. Result Analysis results showed that the symbol mark and word mark mixed type were overwhelmingly preferred, and the symbol mark had the highest circular shape. As for the word mark, 45.9% were mixed with upper and lower case, and Gothic style was much preferred. In the case of color, low brightness and saturation were used as a whole. Among them, blue color which gives a positive image expressing dynamism and leadership including a solid color and a mixed color is the highest. This is proportional to the color image positioning results of the rhythmic and light category. Conclusion Recently, the CIs of newly renewed companies are attempting to differentiate them with free and simple images instead of sticking to basic shapes, and are making a new image making of companies. The unique and distinctive corporate identity design that can be imprinted on a consumer at a time is an essential element in building corporate image and enhancing corporate value. This study aims to analyze the visual characteristics based on the utilization of logo design of multinational pharmaceutical companies and to help the basic data for image making of competitive companies of Korean pharmaceutical companies as visual symbol elements.

keyword : 다국적 제약회사, 로고디자인, 시각적 특징, Multinational Pharmaceutical Company, Logo Design, Visual Characteristics

Background In digital and mobile environments of brand experience has grown from its original product purchase or service experience to a more varied experience through smart devices. Smart apps are being used ad a brand experience of touchpoints. They are actively used more than any other tools for brand experience and serve as a channels to connect with the consumers. Corporations are providing new brand experience to consumers through highly accessible smart media. The brands are using splash screen as a means of brand experience in order to maximize the brand image in a standardized smart media app market. This research recognizes the necessity of working on the current brand experience in the mobile era and The purpose is to present the effective orientation and overall usability of the brand experience design that is used for splash screens. Methods This research focuses on literature research about the concept of brand design and analysis modules of brand experience as well as an analyses on the usability of brand experience designs based on strategic experiential modules according to case studies in splash screens. Result Results have shown that the think experience was being used most in the splash screens, and also that sense experience with motion graphics, which mostly consists of aesthetic elements, appeared in combination with other experience categories. Conclusion Conclusively, the use of splash screens for brand experience designs will be able to merge appropriately with other elements of experience, other than think experience, to provide a new brand experience design for consumers and develop the competitiveness of the brand itself.

keyword : 스플래시 화면, 스마트폰 앱, 브랜드 경험디자인, Splash Screen, Smart Phone APP, Brand Experience Design

Background Children's hospital characters need to be used as an auxiliary means of controlling and treating psychological aspects of existing entertainment. The purpose of this study is to analyze the emotions and factors that children have positively with child hospital characters and to analyze the status of children hospital characters. This is meaningful as a basic data for character design of children hospital. Methods Through the related research, we looked at the current status of children's hospital characters and extracted emotions and factors that children felt in their characters and presented them as a frame of analysis. In order to analyze the characters of the children's hospital, the questionnaires were conducted for the children and t - test, one - way ANOVA and correlation analysis were conducted. Result First, when the material was divided into human and animal, there was no significant difference in identification feelings. However, significant differences were found in the feelings according to the sex of the respondents. Second, there was no significant difference in identification feelings anthropomorphic material on one animal, but there was a significant difference according to respondents' gender. Third, characters differed in the level of anthropomorphism of animals, there was a significant difference in identification. Conclusion In the analysis of the character of children hospital, the identification feeling of the children according to the material and degree of Anthropomorphism showed different results from the previous studies. This means that the main use of children's hospitals should recognize and consider the characteristics of children and the specificity of hospitals. It is necessary to understand the role of child hospital character, and to search for direction of character design that children can bring strong identification with character.

keyword : 어린이 병원, 캐릭터, 동일화, Children's Hospital, Character, Identification

Background This study aims at analyzing the domestic research trends pertaining to fashion cultural products in Korea. This will help the activation of research about fashion cultural goods and suggest the direction to ongoing development of them as high value added goods. Methods Literature review was taken as a research method. Selected object was a total of 106 against themes on fashion cultural products among domestic dissertations and journal papers. Period covered for research scope was limited to year 2000 when the relevant paper was first released through June, 2017. Analysis was performed on timeline research trend, research field and method, type of product, theme and production technique. Result Number of fashion cultural product-related paper increased abruptly in the second period starting from 2000 and the continuous increase kept going. Research field was defined into design and marketing and the design area was concentrated out of these two. Research method appeared in the order of research development, survey study, case study, and literature study. In the type of product, the manifold suggestion with various types of item took the most, and then fashion accessories, miscellaneous goods in daily life, and fashion clothing followed. In the applied theme, the traditional Korean cultural element was featured most, and then local culture-based element and complex element were shown. As to the production technique, the digital print-based method took the highest portion, and sewing method, others, fabric weaving, and dying method came afterwards. Conclusion In these days the cultural industry's importance is emphasized, fashion cultural products along with a sensual fashion emotion seem to have limitless potential in terms of manifold aspects in development. More activated research about fashion cultural products is expected further to proceed to lead the Korean cultural industry in the future.

keyword : 패션, 문화상품, 연구 동향, Fashion, Cultural Products, Research Trend

Background The Eastern Miscellany is the oldest comprehensive magazine in modern China. Its unique style has a great influence on the design of modern magazine covers. In China, relevant research on the cover design of 'Oriental Magazine' has not yet formed. This article will review the styling, classification, and analysis of the cover of the 'Oriental Magazine' general newspaper cover to understand the cover design features of modern Chinese magazines and provide basic data for follow-up research. Methods Since from the first issue of the Eastern Miscellany, collect and organize the cover of all issues of Eastern Miscellany. Then classify according to different visual elements for classification analysis based on different results. Then analyze different results, and try to know the application trend of the modelling elements. Result 32 format edition was used in cover design in the first issue when the Eastern Miscellany was established and then the layout changed to 16 format after 1912. Regarding title layout, the top middle ratio takes up the largest proportion and fonts are mostly in regular script. Regarding pattern and decoration, materials, natural patterns are mostly used. Transformation technique is mostly used. In terms of modelling elements and application degree, the application ratio of illustration is the highest. Analysis on the modelling elements in the Eastern Miscellany can help researchers to master the basic materials of the Eastern Miscellany cover design. Conclusion This article selects the cover of Chapter 103, which is not repeated in the general newspapers and magazines, and organizes the composition, decoration, pattern composition, and composition of the image elements of magazine titles in various forms of magazine cover design. In addition, the composition of the image factors is reclassified into Chinese traditional patterns, ancient myths, comics, and photographs according to the image content. As the classification of the above content has not been carried out, the author's arrangement can intuitively grasp the application trends of modeling elements, which will help understand the understanding of the times and culture.

keyword : 동방잡지, 표지 디자인, 조형 요소, The Easten Miscellany, Cover Design, Modeling Eements

Background Since the twenty-first Century, the story telling ways of the full story animation in various countries are becoming more and more mature. The world view and values transmitted by the story are also more diversified with the complexity of the global economic model and social model. In the eastern animation era represented by Japan, the story mode of new Japanese animators like Kishimoto Masashi, Mamoru Hosoda, Makoto Shinkai and so on gradually approached the real and complex world view. The storytelling of traditional animation companies such as Disney and DreamWorks in the West also diversify their role models to some extent. In traditional animation story telling, the pure good and evil have been gradually blurred in the story script, instead, because of the various reasons of the story, the roles of the characters are transformed. Methods When the actantial model is converted from A to B or from B to C, some elements such as the character modeling or color can also be changed. Some characters change in the shape of the body, some of the characters change in the props and clothes, and some others change in the color. In this study, the visual images of these roles are extracted and analyzed, so as to get the Enlightenment of all types of changes before and after the transformation. Result Based on the analysis of the size, complexity and brightness of each visual element, we can see from the above table that when the actantial model is transformed between the helpers and the opponents, the visual elements of the character are basically changing in opposite directions. Conclusion Basically helpers and opponents in the storytelling are stand in the opposite state, so we can get the reverse design inspiration when transforming character's actantial model has happened, such as the long and short hair, big and small in body size, color bright and dark and so on.

keyword : 행위소 모델, 스토리텔링, 캐릭터 시각적 디자인, actantial model, storytelling, character visual design

Background Modern fashion industry causes serious environmental problems due to waste production and mass consumption. Thus, there have been efforts to create environmental-friendly designs and the up-cycling design has become an alternative way that does not only use wastes as an important source of use, but also as something that adds aesthetic elements for the design. The purpose of this study is to upcycle product designs applying used firehoses which is known to be difficult to recycle. Methods This study takes a look at the ideas of upcycling and the characteristics of a firehose and analyzes upcycling product designs of domestic and foreign brands. The goal is to upcycle bags and create a design applying used firehoses. Result A total of 6 bags were designed after cutting, washing used firehoses and patching them into pieces through a handicraft work. For the production, a name ‘Fire Markers,’ which means ‘traces of fire.’ was given as a brand name. Since consumers regard individuality importantly, uniqueness and originality were taken into account and as a result, possibilities of producing eco-friendly recycling materials from washing used firehoses have come across. Conclusion Through the development of designing upcycled bags, hopefully an activation plan of effectively using upcycled products arise and have a positive effect on the Korean upcycle market where social interest and industrial base are weak.

keyword : 현대 패션, 업사이클 디자인, 업사이클링 특성, Modern Fashion, Upcycle Design, Characteristic of Upcycling

Background As the general telecommunication environment has developed with the improvements of the data telecommunication speed and the performance of computers and smartphones in the mobile environment, the applications focusing on video are clearly growing. The need for the advertising using video in the mobile environment seems to continue to increase gradually with the growth of video platforms starting from YouTube. Accordingly, in this research, the characteristics of video advertising in the form of mobile contents were examined, and the cases of recent viral video advertising were analyzed. Methods This study aims at analyzing the cases of the video content-type advertising which has been used on YouTube nowadays, understanding the current trends comprehensively, and through which, helping future production of related advertisements with the results of this research as well as theoretical study. Result The video advertising in the form of mobile contents were found to have mainly adopted an emotional message appealing method in the aspect of advertising creative in order to draw viewers' attention. They let products themselves mixed with the contents naturally rather than make a product appear openly and its brand exposed, and that's how they receive viewers' responses. In them, cute animals appear, animation techniques differentiated from other advertising catch viewers' eyes, or dramatic twists impress viewers. These elements can be said to be the parts that affect the viral effect. Conclusion In terms of creative, the advertising based on real stories or those picturing what viewers can experience in their real life through emotional images and therefore arouse viewers' sympathy are getting good responses. The content-type video advertising in social media is one of the most proper form of advertising in the mobile environment where consumers can watch and share advertising at any time.

keyword : 모바일 광고, 동영상 콘텐츠, 크리에이티브, Mobile Advertising, Video Content, Creative