Current cultural paradigm is directly influenced by evolution and development of media environment making new costumers` spending circumstances at the same time. This spending environment influenced by cultural paradigm is communized and occurred based on mutual communication media environment each that each customer could provide personalized content in anytime and any format. Collective, constant and one-way format of conventional media (eg. television, newspaper, and radio, magazine) has been usually changing outer format of media without manipulation of message and contents. Integrated media convergence environment of each media device is arousing the needs for brand-center new customers through conceiving cultural value. Social media through individual network of smart device has been main factor changing the method of brand communication, effects and concepts of boundaries. Particularly, relationship between customers each other has gained the status as parallel communication partner. The application of social media in the company`s strategy of brand communication has been essential factors and effective usage of sustainable brand media methodology and product centered customers experiences should be offered to go beyond the boundaries conventional brand identity-forming process and yield cultural brand value. This study is focused on analysis of social media in brand identity strategy for corporation`s brand identity. Through this procedure, the meaning of cultural value and related application is core factors in this piece of work.

keyword : 소셜미디어, 브랜드 아이덴티티, 문화, Social media, Brand identity, Culture

Collective Marks for Geographical Indications started focusing on EU are requiring the conversion of a recognition, while it showed up as a methodology of a co-brand strategy by generalizing through the conclusion of FTA(Free Trade Agreement) in our society. Most of the scholars explain the Pavlov`s classical conditioning as the theoretical backgrounds of co-brand strategy, which are based on the unique effects such as acquisition, extinction, and generalization. By the way comparing the demands of the times, theoretical background and research status about the effects of Collective Marks for Geographical Indications showed up as the core factor of a co-brand strategy are wholly lacking at the present. So the researcher found that the major three factors in the Pavlov`s classical conditioning applied to verify the effects of Collective Marks for Geographical Indications could draw the positive results as well as the possibility of the theoretical background derived from the effects of Collective Marks for Geographical Indications in the this study. I addition, this study could be applied to the theoretical bases to verify the related industry development as well as the sales increase of the Collective Marks for Geographical Indications in the various items presented by case study.

keyword : 고전적 조건화, 지리적표시 단체표장, 공동브랜드, classical conditioning Model, The Collective Marks for Geographical Indications, co-brand

The study about potentials of organic cotton fashion products is under active discussion but not its colors now. The purpose of this study is to understand consumer`s feedback for eco-friendly fashion products and to develop the materials of various colored organic cotton. The SPSS 16.0 Package program were used to analyze Frequency, t-test, ANOVA, Duncan test. First, the color of organic cotton t-shirt chosen by consumers for living wellbeing life revealed to be in the order of natural beige, chemical dye stripe, chemical dye white, natural stripe and chemical dye green. Second, after explaining to the participants about the chemical dye treatment of organic cotton products and its effect, the level of eco-friendliness of natural color products than dyed producted revealed to be high. Third, the chemical dye treatment color products showed the biggest change in frequency among the participants after the explanation, and it was not changed for the organic cotton natural color products. Fourth, the level of perception on eco-friendliness revealed to be lower after the explanation on chemical dye treatment. Fifth, it was found that the group with high prior knowledge on organic cotton was highly assessing the level of eco-friendliness of organic cotton products.

keyword : 오가닉 코튼, 환경 친화적 패션상품, 색채 감성, Organic Cotton, Eco-friendly fashion products, Color Emotion

The purpose of this study is to find out examples of furniture as < Medium of Expression > and draw their characteristics. Graphic designer, Peter Saville has noted that design is becoming < Medium of Expression > from < Medium of Function > in his interview with Korean monthly magazine < Design >, and he pointed out furniture design by Ron Arad and Zaha Hadid as good examples. People living in 21st century choose their furniture as medium of expression to identify their own spaces. The furniture industry has become 2 major streams with mass production and hand crafted studio production. That`s why it is important to study one of the streams to understand and forecast future of furniture design. As the methodology, this study relatively defines meanings of < Medium of Expression > and < Medium of Function >, and has chosen and analyzed furniture works by Arad and Hadid according to Saville`s remark. The characteristics of furniture as < Medium of Expression > from furniture works by Arad and Hadid include: 1) Form: they attempt to accidentally effect just like abstract expressionists with extemporaneous and sculptural form. 2) Structure: flexible and indeterminate characteristics by materials and users` participation. 3) Function: furniture not only to sit on, but also as a symbolic element like art to move people`s feelings and emotions.

keyword : 표현의 매개체, 기능의 매개체, 가구디자인, Medium of expression, Medium of function, Furniture Design

Rice-cake patterns, or the models used for putting patterns on cakes, are simple and rough, but they are living tools and craft items whose patterns are remarkably diverse. Today, it gets more important than ever before to develop cultural products based on traditional patterns like these rice-cake patterns, handed down through the living. Thus, this paper aims at reinterpreting the patterns in various ways and developing textile pattern designs, to modernize the beauty of unique rice-cake patterns, breathing alive amid our living, and thereby to let it known around the world. The results of designs, developed after the selection of rice-cake patterns composed of the simplest straight and curved lines, indicated that, among those developed as the fashion-cultural products, Artwork 1 used the patterns of the + shape and four-petalled flowers, while Artworks 2, 3, and 4 chose the patterns of door frames, chrysanthemums, and seats with floral geometry, respectively. Textile pattern designs were developed, with the patternization of the motives extracted from a total of six patterns by means of rotation, modification, combination, or disintegration of lines, and with their modern reinterpretation, assisted by geometric expressive elements and modern graphic designs. And, the developed textile designs went through the 3D mapping process for the simulation of fashion-cultural products of neckties, handbags, and wallets, and especially in the case of Artwork 4, colorways were designed for actually producing commercial items. This study tried to combine the images of traditional culture with the designs and color arrangement of modern senses, presenting various reinterpretation methods for rice-cake patterns. It is expected that the study contributes to the development of various fashion-cultural products on the basis of the textile pattern designs thus developed.

keyword : 전통문양, 떡살문양, 텍스타일 디자인, 패션문화상품, Traditional pattern, Rice-Cake Pattern, Textile pattern design, Fashion-cultural product

This study investigates the difference of selective behavior according to women`s lifestyle when they choose the wedding dress. Respondents are limited to women aged 21 to 39. Four hundred twenty five samples were used for the final analysis. Descriptive statistics, Cronbach`s alpha, factor analysis, cluster analysis, ANOVA, paired t-test, and crosstabulation were conducted. The results are as follows. Lifestyle was extracted as four factors: tend pursuit, society pursuit, ostentation pursuit, and conformity pursuit. Consumers were classified into three groups, the group of trend/society orientation(n=135), the group of tend/ostentation orientation(n=132), and the group of conformity orientation(n=158), through factor analysis and k-means cluster analysis. The type of lifestyle had a significant influence on selection criteria, preference image, wear method, acceptable price, and preference shopping place of the wedding dress. Therefore, the wedding industry should put more focus on establishing segmentalized marketing strategies in light of women`s lifestyle.

keyword : 라이프스타일, 웨딩드레스, 선택기준, 추구이미지, 선택행동, Lifestyle, Wedding dress, Selection criteria, Preference image, Selective behavior

Design consulting is a professional service toward clients, companies who require help. Recently in Korea design consulting becomes a emerging sector as an design industry with great prospects and the corporate consulting service is expanding the market. Design consulting for the small and medium-sized business is more essential than big business to set up the country`s economic equilibrium. In practice however, the small and medium-sized business don`t command certain privileges of design-oriented consulting that are more accessible to big business in due to petty funds and lack of understanding of design. To improve these problems, this study investigates the efficient ways of government support`s program and a win-win situation for design industry and the small business through the case of the `design innovation project in industrial complex by KIDP` started up from 2010. The design consulting method and process of the project of KIDP were analysed to show economic effects and the possibility spreading awareness of design and leading to an increase new demand of design expertise for the small business.

keyword : 디자인 컨설팅, 중소기업, 정부지원, Design consulting, Small and medium-sized business, Government support

In the 21st modern Century`s fashion, global designers have increasingly more interest in Asian tradition and are reconstructing and applying traditional dress and patterns as fashion materials. On the basis of the literature and materials from museums, this study investigated the traditional patterns for the Korea and for the 17th to 19th India to compare their types of symbols and compared design materials, which were reconstructions of Korean and Indian traditional patterns, in terms of modern fashion on the basis of four global collections for 2000. Symbols could be interpreted through patterns found in the nature, culture, and life styles of each country, and those patterns signifying a happy life of human beings and the nature were used for the ideological background in each country. Korean traditional fabrics had lots of plant patterns, along with animal patterns in pursuit of the symbol of the status and human power, while Indian traditional fabrics principally had patterns of nature, which is personified and worshiped in the country. For modern fashion, there were more reconstructions of Indian traditional patterns than those of Korean traditional patterns; it was found that the former have long attracted attention. Therefore, at this time when the Korean Waves (Hallyu) are getting more global attention, efforts should be made to spread and reconstruct Korean traditional images and patterns into modern ones, with continuous attention to culture of Korean traditional patterns and images.

keyword : 한국 전통 문양, 인도 전통 문양, 상징성, Korean traditional patterns, Indian traditional patterns, symbols

This study proposed a the narrative delivery method of digital books based on focalisation. Digital books, differently from focalisation of literary genre, emphasize readers` acts and experience. The digital contents industry, in convergence with different technologies and industries, changes its paradigm as convergence digital contents. These media characteristics call for expanded focalisation viewpoints for acquiring information. Disney owns enormous successful cases of high quality theater animations, and developed digital books for tablet PCs. Thus, this study researched on focalisation concerning Disney`s digital books and proposed a focalisation structure suitable for new media, so as to help the planning for and production of interactive digital books for tablet PCs. This is considered to be helpful in the development of digital contents designs in the one-source multi-use and contents convergence era.

keyword : 디지털북, 전자북, 디즈니 애니메이션, 디즈니 디지털북, 초점화, Digital Book, E-Book, Disney Animation, Disney Digital Book, Focalisation

This study empirically investigated PPL type by screen placement, script placement and direct use placement. It examined the effects of PPL type upon affirmative and negative brand attitudes of consumers by using attribution theory. We investigated not only brand attitude depending upon PPL type but also attribution (internal attribution and external attribution) depending upon PPL type, and tested mutual reaction of the attribution, and investigated the attitudes towards UCC under three different conditions of types. As results, the screen placement in accordance with story with internal attribution in affirmative way had more favorable effect in both brand attitude and buying intention than stories with either direct use of the brand or use of script itself.

keyword : PPL유형, 귀인성향, UCC 광고, PPL, Attribution disposition, UCC Advertising