As the development of technology standardizes a wide variety of products and markets, leading them to employ virtually homogeneous technologies, while the customer preferences become diversified and sophisticated ever more in the wake of the proliferation of the Western individualism, our market is undergoing a big transition toward a customer-centric paradigm. Consumers are seeking to improve their self-esteem by trying to distinguishing themselves in the way the act and projecting their personality in their product choices as they equate their possessions with extended self. In the wake of such a change in customer needs, corporations are striving to make a breakthrough by leveraging brand personality. Such a social phenomenon has inspired many researchers to study brand personality and consumer`s emotional preference, etc. from theoretical perspective. However, there have been few researches into brand uniqueness yet. Therefore, in this study, I referred to the customers` desire to express their personalities or uniqueness in defiance of mediocrity as brand uniqueness and, by analyzing the customer needs for uniqueness and their specific components such as self-esteem and emotional preference, identified 6 elements of brand uniqueness that included sophistication, fashion, personality, reliance, affection and distinction. Then I moved on to verify their reliability and validity in relation to the development of brand uniqueness index by reviewing their concurrent validity and discriminant validity.

keyword : Brand Uniqueness, Brand Personality, Consumer Identity, Customer Value

The representation is the realization of the mental representation from the subjects. There are two different dimensions which are the realistic expression from perception and the abstract results from subjectiveness of the objects. one of the most distinct character of the human cognitive system is the metal representation. The theory of cognitive science is that the human mind can be explained through the computational model. Digital Media/Art heavily uses computer technologies for their creative processes and the results. A similar process has also been applied to external structure of digital media and human cognitive process. However, human cognitive process also occur during the experiencing the digital media. Representation might be the goal of both activities and the processes. This paper describes the concept of representation and rerepresentation, second, filing representation formula and methods for digital media, Third, Compared with the similarities of the human representation structure and the digital media/Art form. Finally, couple of experimental works and the possibility of intelligent digital media future are included.

keyword : Representation, Re-representation, digital media/art, computer model, intelligent model of art

Starting from the mythical period, the human sense has brought the functional flow of the mirror through which the self reflects the ego accumulating the mythical experience. As we move into the age of digital technology, we realized that such cognition environment has a matrix structure based on digital network. It is confirmed that such transparency and reflectivity are formed based on the mandala structure which forms radial symmetry from the multiverse to microverse.

keyword : Mandala, Matrix, Qualia

Under the current law, the legal criteria or determining similarity between cultural products are appearance, concept, title and combination, and observation methods are based on objective, overall and time-difference approaches. These criteria and observation methods both involve judgement made from the perspectives of general consumers. Even though these specific jurisprudential bases do exist, similar disputes continue to arise. Against this backdrop, this thesis aims to identify the causes of such disputes in terms of design. By understanding and interpreting the current laws, four different perspectives on legal judgement will be suggested in view of design. First, when making a legal judgement on the similarity between cultural products, the judgement should be based on relationships, instead of how individual products are expressed. Second, such judgement should be made in full consideration of phonetic signs. Third, it is necessary to have methods and tools for sign analysis to analyze and determine similarity from the semiological perspective. Fourth, views of minority experts need to be reflected in the law while related systems should be improved. The current legal system is not perfect. Consequently, many disputes do occur and will continue to arise in the future. However, such legal imperfections will eventually provide momentum for creating better legal systems and advancing related theories.

keyword : Determining Similarity, Cultural Products

Game video triggers the tension and excitement as to the contents of game in the audience, and provides the opportunity for them to concentrate before the start of the game video. Therefore, motion graphics are more frequently used for the game title in order to transmit the implicit message and contents to users within a short time. The importance of game title for game video is being highlighted more and more in modern society amid the expansion of marketing industry, and has been coming into the spotlight as an independent sphere of game. This study tries to analyze how the motion graphic is being applied to the image media, not the print media, specifically in the field of game video title, and on that basis, it intents to state that the application of motion graphic is one a way for image communication which ensures an effective transmission of message in terms of the transmission of information in the image field.

keyword : Motion Graphic, Game Video Title

Importance of light source in 3 dimensional virtual space where its division from real world becomes gradually vague contributes outstandingly to the results as much as compared to the importance of light in real world. Since the light tracking technique was announced in 1980, the study on 3 dimensional computer graphics to express property of light in a similar principle to actual phenomenon has realized gorgeous development as much as realizing the diffused reflection phenomenon of light by photon. Such development presents a possibility of realizing all the phenomena recognized by human`s vision in 3 dimensional virtual space. This means that it becomes possible to express a lot of natural phenomena by light in the same principle, and its representative example is realization of caustic effects generated by a complicated phenomenon of reflection, refraction, scattering, diffraction, etc. of light. This study has deduced variables appearing in realizing light phenomenon at virtual space by performing comparison experiments on the basis of general physical phenomenon of light and principle of 3 dimensional computer graphics to express this, and has obtained a result that such variables can be minutely changed by various environments and secondary variables due to interaction between two variables can happen. However, natural phenomenon contains diverse variables that are still unpredictable, so quantitative evaluation of virtual space research for expressing this more exactly should be realized continuously.

keyword : Caustics, Photon, Reflection

This study was performed to develop an instructing-learning program applicable to the education field by using multimedia, and to consider practical methods. Such methods are expected to be possible by applying the contents of "www.culturecontent.com." As cultural industries have recently developed, cultural factors such as cultural heritages, life style, creative ideas, values, artistic sensitivity, etc. have been restructured and have been developed into high-value added cultural products on the basis of creative plans and techniques. Nevertheless, such programs have not been sufficiently applied to the education field as yet. For this reason, this study was performed to develop a multimedia instructing-learning program applicable to Korean history of social studies in primary curriculum, and to present practical methods. This study is expected to make students experience flexible learning system, and also the various contents provided from `www.culturecontent.com` may be effectively applied to the education field. As such multimedia may interest students, they may be naturally absorbed in studies as well as self-directed learning may be realized. Altogether, such programs are expected to enrich the diachronic cultural contents related with Korean history.

keyword : multimedia, multimedia instructing-learning program, www.culturecontent.com, cultural contents

A well-designed user interface in terms of its usability can greatly increase the efficiency of the entire system. This study considers usability principles that are appropriate for web-based system interface and applies them to each step in the development process. The purpose is to establish systematic and logical development process and seek ways to apply it to practical designing. To conduct the research, based on surveying of existing bibliographical materials, 5 usability principles suggest by Nielsen, eight usability principles based on heuristic approach and characteristics of system users were considered. This is followed by an analysis of distinctive features of web-based systems and interface designs, from which usability principles` application priority is derived and thus the development process is established. For each development stage, tasks to be performed are analyzed and usability principles are selectively applied. Finally, based on the result, a prototype for interface designs of enterprise ERP system is developed and case studies regarding its application are provided. It is expected that the result of this study will help develop user-friendly designs by being effectively applied to planning for the interface of web-based systems.

keyword : Interface, Web-based System, Usability, ERP

This study examines online media web identity discussing new media identity system. The extension of existing brand identity into on-line new media has made applying media for brand identity exand with the process of production and marketing, and on-line and off-line can be used together in the process. The on-line brand and application system in the new media era are extending and blending inducing a new paradigm of brand identity. The emegence of brand identity in existing design identity means expansion of company by developing new brand and new marketing. In the meaning of expansion, it is requred more sophisticated discussion to apply new media system with offline identity system. To include various digital media or online media in existing identity system, the new environment and physical characteristics of existing environment reveal clear differences. In general, position of branding is growing with industries and culture. It means growing concepts of branding. More study is needed to conquest the limitation of existing identity system which has offline media foundation and is possibly applied with new media identity system.

keyword : new media, brand, identity system

Today people are exposed to a variety of media and overflowing advertisements as they are in the midst of rapid changes in the social structure and information overflow. In these situations, expression strategies of advertising are also evolving in a diversified way, and expression advertisements containing a simplified and implicative message began to draw attention. At this point, it is considered necessary to investigate methods and strategies of delivering advertising communication expressions from a theoretic perspective. Advertisement text, which is an effective mode to deliver messages in advertising communication was analyzed to find better methods of providing information in advertising communication, on the basis of semiotics, an effective discipline for advertising analysis. Moreover, meaning analysis method and interpretation method of Bart and Peirce, the greatest masters in the field of semiotics, were borrowed. As far as expression methods and meaning delivery were concerned, case study was conducted in terms of visual symbol-centered and verbal symbol-centered advertising, with the intention of a concept at which an advertisement aims by interpreting meaning-action and advertising. For analytic advertisements, among publication advertisements released recently, selected advertisements delivering messages to consumers using visual and verbal symbols as an advertising expression image were interpreted from a semiotic viewpoint, and advertising concepts and meanings of advertisements divided by type were assessed In conclusion, the issue is how advertising concepts and images are undergoing meaning-action in the course of semiotic interpretation of advertising expression, and meaning-action was found to enable successful advertising communication between an advertising producer and audience. The study is expected to provide a basis for how to develop more systematic, logical, and technical advertising communication strategies.

keyword : Advertisement communication, Text Analysis