It has been investigated empirically which message framing type was more effective for reducing perceived risk level and raising buying intention by product type in this study. The results of this study are as follows: First, it has been found that the consumer`s perceived risk was relatively low in negative framing message type in case of utilitarian product type and the consumer`s perceived risk was relatively low in positive framing message type in case of hedonic product type. Second, consumer`s purchase intention has been relatively high in negative framing message type in case of utilitarian product type and consumer`s purchase intention has been relatively high in positive framing message type in case of hedonic product type. Third, interaction effects of product type and message framing type on consumer`s perceived risk and purchase intention has been significant and the negative correlation has been significant between consumer` perceived risk and purchase intention. It means that message framing type which can make consumer`s perceived risk low should be presented to increase purchase intention and message framing should be presented differently by product type. The findings of this study will be the basic data should be considered in the study on the effect of message framing by product type and will contribute practically to create more effective advertisements.

keyword : 메시지프레이밍, 제품유형, 지각된 위험, message framing, product type, perceived risk

Amid the period of regarding speed as important in this way, there is a need of closely examining a method on being most effective in how the advertisement is expressed indeed. In the advertising expression for showing speed, there are many methods. However, this study divided its expression style into four kinds as follows by sampling and arranging the advertising type of expressing speed. Namely, it empirically compared and verified, first, the advertisement(product-centered advertisement) of having product as the main visual, second, the advertisement(advertisement of synthesizing symbolical elements) that compounded elements of symbolizing a part of product with the speed, third, the advertisement(the associated visual advertisement) of making it associated with the significance in fast speed without using product as the main visual, fourth, the advertising effects on the advertising attitude, brand attitude, and purchase intention on each advertisement by greatly dividing it into advertisement(copy-centered advertisement), which expressed only with copy without visual. As a result of research, the advertisement, which synthesized a part of product with element of symbolizing speed, was indicated to be more effective in all of the aspects in the advertising attitude, brand attitude, and purchase intention than other expression methods. However, in the aspect of association effect, the advertisement, which allowed significance in fast speed to be associated without using product as the main visual was indicated to be effective. Also, what is the most impressive out of the speed expression style in advertisement was preferred the most the advertisement that synthesized a part of product with the element of symbolizing speed, which is the second style, in case of sneakers. In case of car, the advertisement, which allows significance in fast speed to be associated without using product as the main visual, which is the third style, formed the most positive advertising effect. Through this, the advertisement could be confirmed once again a fact that its effect is varied depending on the expression style even if being the same message. In other words, the consumer response may be varied according to expression of advertisement. Accordingly, it is a fact that the expression of being preferred by consumer needs to be formed for the effective advertisement. Also, as a result of researching into the advertising effects by speed expression style in this study, the advertising style, which synthesized a part of product in the second style with element of symbolizing speed, was indicated to be effective. Thus, the result could be confirmed that is consistent with Herson`s `Adaptation Level Theory` in 1961 as saying that people feel momentarily perplexed or `displeased` by the completely new design, and that many people feel `strong pleasure` about the slight novelty from familiarity. However, in the advertising association or the impression effect, the advertisement, which allowed significant in fast speed to be associated without using product as the main visual for the third style` was indicated to be most ideal. This suggests that the advertising effect may be subtly varied by the quality of the advertising expression, namely, by quality. Synthesizing the findings, the difference in quality of the advertising expression functions very delicately in consumers, thereby having been able to be confirmed to be very important element of controlling the advertising

keyword : 스피드 표현광고, 스피드 표현유형, 광고효과, Speed expression advertisement, By advertising type, Advertising effect

Domestic confectionery industry is the huge market which shows the 2340 billion product release. Even though it belongs to the declining industries, it achieves the constant growth due to its own efforts to discover the new overseas market and fresh products catching the fast moving consumer trends. This confectionery has a prime trait of low involvement which means that consumers make the quick buying decisions upon coming across it without deep thoughts. In other words, it is extremely affected by the consumer`s spending patterns and needs to deal with the dramatic changes of updating trends of market. This study is about the plan of character developments for the confectionery product packages. It starts from analyzing the confectionery industries based on advanced researches and finds the crucial keys of the consumers buying decisions. Furthermore, it investigates the quality of characters as the important medium between the products and consumers on purpose of discovering the useful roles of character designs in terms of the confectionery product packages. This study concludes three vital elements of the character designs in this confectionery area. The first element is the simple and clear image of characters which shows the original identities of the products and delivers the special qualities of the brand. Effective and continuous communications by story-telling are important to create the sympathy with the consumers. Thus, second element is the interesting and sensitive characters which enable to produce intimate relationship between the customers and products sharing the emotion, taste, and thought. Finally, unique and creative character designs are crucial and they make people imprint its brand as new and original simply establishing the identical brand images. On the basis of such analysis, this study considers the confectionery package character development projects, particularly related with my business experiences and participations. It is expected this study motivates the follow-up researches in depth and helps constant creation of the good character designs for the confectionery product package which achieve the successful communications with consumers.

keyword : 제과업, 패키지 디자인, 캐릭터 디자인, confectionery industries, package design, character design

The purpose of this study is to use as basic data on an appropriate unbutton and button device for elderly people`s clothing, by examining the removable time for a blouse according to many kinds of buttons to improve the removability of their clothing. To achieve this, a survey was carried out on 50 elderly people over the age of 60. The same experimental method with 「A Study of the Button and Unbutton Device for Elderly Medical Design Guideline-Button Experiment」 in JIS was used to perform the button and unbutton device and movement, making a comparative analysis of the results. The kind of experimental clothing was a blouse. The wearing test was carried out through factors such as the size of its button, the column of its button, and the kind of its button hole. The results of videography were analyzed by time measurement. The unbutton and button time was measured by factors such as the size of each button, button hole, and the kind of button hole, and pack board test to examine the relationship between age and these factors. The analysis showed that the elderly put a generally low valuation on buttons of 0.9cm and 1.15cm. The button of 1.5cm was the preferred size of button in each age group of the aged, and that of 1.8cm was moderately preferred.

keyword : 실버, 착탈성, 개폐장치, 팩보드, 가령, silver people, button and unbutton device, pack board, aging

With technological advancement of multimedia, the caption changed from an uncomplicated text form to a freewheeling form which was combined with various visual images, and the role of caption performed a secondary function was also expanded. So the present caption becomes one of the important and independent ingredients of TV programs. Especially, as the role of TV entertainment program`s caption affects directly communication function and entertainment function which is one of the fundamental purposes, importance of caption is growing bigger and bigger. Furthermore, it reflects alterations and features, trends of being used caption types today. Accordingly, this study researched caption types of TV entertainment programs based on the precedent study that caption influences response and attitude of viewers, and an efficient use of caption has a positive effect on viewer ratings of TV entertainment programs. So, it is aimed at improving viewer ratings according to selecting the suitable caption type which is to viewer`s taste. To achieve this, `4(years old) to 20s`, `30s and 40s`, `over 50 years old`, according to these three age groups, the caption types of favorite TV entertainment programs were analyzed. As the study carried out an analysis of caption types by the frequency of use, exposure time, function, form, and motion, the feature of favorite TV entertainment program`s caption according to age groups was explored.

keyword : TV 예능 프로그램, 시청자 연령, 자막 유형, TV Entertainment program, Age groups of TV viewers, Caption types

Curriculum of basic design for the lower grades in university education courses is a required course to take for each particular major, and the curriculum should be progressed into an integrated way that considers majors which contain diversity in the quality of education and curriculum organization. Especially, basic practical education should be the most essential before the stage of the deepening major, and also be able to find out the basic design conception along with being formed with contents that could solve problems of formativeness with various ways through the creative design thinking. For creative thinking, we need to transform our existing idea in to a new idea and to analyze objects in a variety of ways resulting in expected positive effects of the new ideas by doing that. According to this, this study is going to suggest new education methods and to ferret out the possibility of the method in the design education through examples of education based on Mechanical Thinking. Mechanical Thinking is one of the Thinking methods of education, consisting of thinking logically in order to pay attention to the new idea and establish it with a detailed process that is suggested by Mechanical Thinking, which is where we transform our existing conception into the new one during the change of thinking. Education examples adduced by this study suggested double think, linked thought, and sensible thought based on the logical approach of thought, as well as simultaneity, necessity, and possibility, which are characteristic elements. So, we have tried to discuss the clue to the solution of the problem and find the critical point on the creative ability of thinking about design through these education examples.

keyword : 디자인교육, 메카니칼 발상법, 창의성, design education, mechanical thinking, creativity

There was not any problem to animate the various motion and action of 1970`s super robots in cell animation. It was not necessary to consider about rotational and sliding joints that defined the range of the movement for robots at that time. However, the careless joints of the robots bring the trouble making 3D animation today. It is impossible to realize active movement or fighting action for the original designed 1970`s super robots because the joints should be interference or collision each other when they rotate. For the best solution, the joints of the super robot must be re-designed in retaining its original form. This study is categorized and characterized about human body`s joints then it is applied for super robots` joints. This is researched about joints of robot toys or action figures such as Bandai and Kaiyodo ones and it will be applied the newly designed the joints for the original 1970`s Korean super robot, `Gold Wing, the 3rd TALOS`. It will not only raise the efficiency of the process of 3D animation but also share with toy industries.

keyword : 거대 로봇, 관절 리디자인, 피규어, 3D 그래픽, Super Robots, Joints Re-Design, Action Figure, 3D Graphics

Recent progress of urbanization and improved living conditions as the level of natural and environmentally friendly for the modern needs of life also increased. This increased the leisure time activities as the night, the lives of individuals as well as the public space of the space environment, the instrument was also paying attention. However, the plan of an apartment in an outdoor space used at night as well, despite being in the form of modern humans on this week`s plan for fulfilling this week, compared to the daytime activities that can not be satisfied on the level of nighttime activity is having. The purpose of this study, Analysis of the designation of an apartment complex and residents through a survey analysis in an apartment complex in the lighting design is to provide direction for the lighting design. Chapter 1 Background of this study and tables of contents and a range of research methods were emphasized. Chapter 2 apartments with site survey of outdoor space lighting looked kind of way. Section 3, Chapter 2, the field survey was conducted through surveys. Survey in order to see the nature of the lighting design landscape with affinity with adjectives vocabulary assessment was conducted. And survey results the existing apartment unusual projection light showed the highest affinity, pedestrian spaces and all the rest area lighting with high affinity in the way `unique` and `beautiful` was showing a strong feeling. Chapter 4 surveys conducted earlier analysis of the way through the lighting direction of the proposed lighting design. Walking in space is often used in the existing pole lights and Bollards with lighting and projection, lighting and trees with lights, ground lighting and buy the way you apply the new lighting should go in the direction of lighting design. More space than a pedestrian rest area due to long residence time, through a variety of lighting types according to the change of time or season, or time Sequence lighting tailored to the changing scenario over one trillion people lighting the way you think is good and the direction of applying the lighting design is. This apartment`s outdoor space at night to create the environment to a level that is higher than is thought. Through this study, future research with the way the lighting illuminance and luminance, color temperature, such as quantities of light, and through measurement was to determine the direction of a more detailed lighting design.

keyword : 보행공간, 휴게공간, 조명연출방식, 조명디자인, Pedestrian space, resting space, lighting method, lighting design

The purpose of this study was to analyze the purchasing status of female shoes and the perceived service quality based on fashion attitude by character of female consumer groups in 30s-40s. As a method, both written reference review and empirical research were made. Of 301 returned questionnaires, 280 were used for the data analysis. Data was analyzed by percentage, frequency, mean, ANOVA descriptive statistics, factor analysis, cluster analysis, and Duncan`s multiple range test by means of SPSS. As the result, three factors of fashion attitude; beauty-fashion attitude, economical-practical attitude and social grade attitude were identified. The perceived service quality of shoes shops were classified into four dimensions of service qualities; shoe-fitter service, product service, establishment service and policy service. The result showed significant differences among these 3 fashion attitude and 4 factors of the perceived service quality determined by ANOVA and Duncan`s multiple rage test. Based on these results, shoes industry should be more concerned about shoefitters, shoes shop service, consumer behavior and entire shoe marketing strategies of developing new shoes brand and products were suggested.

keyword : 여성화, 구매실태, 패션태도, 서비스품질지각, 슈피터, Female shoes, Purchasing status, Fashion attitude, The perceived service quality, Shoe-Fitter

The brand value generated by corporations is made of various components and using the media is essential activities to perform the usage of brand value itself. When the traditional media was the main tools for brand PR, advertisement message is always distributed through one-way communication to sustain brand value and develop the quality of the brand. In the digital environment including digital device and other digitized content, the efficiency of the traditional communication method is reduced by rising consumer`s right. Under this circumstances, corporations move forward for incorporated valued-brand contents to be a part of the consumer`s decision yardstick. Because they have realized that limited product information through limited media is cutting the outlook of company`s communication boundaries. Branded Entertainment is expanding its scope of usage under this communication brand environments incorporating various production units including aspect of quality and quantity. To keep up with constant changing media circumstances and overcome the boundaries of media, corporations` brand strategy is trying to incorporate and syndicate entertainment and contents. Hence, this study is focused on entertainment content as an advertisement brand strategy.

keyword : 브랜드, 엔터테인먼트, 광고전략, Brand, Entertainment, Advertisement strategy