This study aims to find out the psychological characteristics of envious feeling in terms of the exploratory preliminary study, before entering the main study on the envy-provoking ads that is emerging as new advertising strategy. In the result of applying FGI as the research method, it was found people felt the combination of a variety of emotion along with their envious feeling. That is, it was noted that, with envious feeling, there was high possibility of defense mechanism working along with rationalization, escape, devaluation and denial. In this case, the emotional reaction includes the negative feeling such as fury, anger, pain, excitement and hostility, as well as positive feeling such as affinity, new willingness and unburdened feeling. In addition, the envious feeling was caused by a variety of factors such as others` appearance, material resources and ability. It was noted that there was difference between the female and male subjects. The former felt envious mainly of luxury fashion brand(bag, accessories, cosmetics, hair products, foot wear, clothes) or cosmetic surgery operation, while the latter subjects felt envious of new notebook computers, cars, others` good-looking girl friend, ability and expensive liquor and so on. In this study, it was noted that the envious feeling accompanies another types of emotion that has not proved in the previous studies on advertising. It means this study indirectly proved that the envy-provoking ads strategy can be used to make more creative, differentiative and customer-appealing ads among many other ones. In addition, the purport of this study is to provide the basis for the next studies on the envy-provoking ads.

keyword : envy, envy-provoking ads

The most common meaning of `rhetoric` is `the art of conversation,` or `art du discours.` Quintilianus referred to `rhetoric as a science of good speaking` or `bene dicendi scientia.` 20 centuries later, 「Robert Dictionary」 defined this again as `an art of good speaking` or `art de bien parler.` Therefore, rhetoric is a science not merely about speaking, but about how to speak well and help others understand, act, and believe, in other words, a science to persuade others. This is similar to the linguistic functions of typography. Typography, which involves rhetoric metaphor based on fresh ideas, may lead to effective differentiation and effective persuasion. Persuasion is a dynamic communication process which stimulates listeners through messages with a certain goal to achieve to act in an intended way. Such persuasive, rhetoric expression methods present the symbolic meanings of typography in a newly created way, or even strengthening the meanings by emphasis or bold omission. Especially, in the modern typographical trend, which highlights suggestive messages, rhetoric characteristics become outstandingly emphasized, and through right interpretation on them, the essential meanings might be newly found out. This study examines the relation of visual persuasion to modern typography through the linguistic classification method of rhetoric, which is being actively investigated in academic circles so as to clarify the visual effect and expression potential of modern typography.

keyword : 타이포그래피, 수사학, 커뮤니케이션, Typography, Rhetoric, Communication

The subjects of this study are about car navigation units and MP3 Player, which are comparatively small products among digital products used a lot in our daily life. Furthermore this study deals with information display design , that is, the design quality of GUI design in digital products. The objective of this study is to devide GUI visual works into high quality of GUI designs and poor quality so to notice the new principles for creating new forms in GUI design of digital products which can make customers satisfy. Nowadays , the digital era, product design is pursuing very broad design area combined with IT information technology. Especially, operating parts for using products and display devices of LCD panel are considered the most important part. Therefore, man-machine interface will be evaluated by the design of operating parts and LCD panels. This study compared and analyzed positive cases and negative of fonts, icon, animation and standby screen which are formative elements on GUI design for display panels. Each case relatively evaluated influence factor on conceptional and functional character of visual composition principles. Through the evaluation, the study is focused on grasping the considerable elements for GUI design and proving that GUI design can help users not only choose easily and fast necessary functions but also can be as important formative elements as appearance of products. The premised chief goal, the conclusion, is that visual communication of GUI design is demanded to be ultimately sensitive appeal and formative attraction.

keyword : GUI 디자인, 휴대용 디지털 제품, 컨셉션 방법 툴킷, GUI Design, portable digital products, methodical conception toolkit

We are currently experiencing media which have become complicated each day by multimedia. The mutually complementary relationship between existing media and newly arising media requires a new communication paradigm in university advertising and promotion. University have enjoyed a firm position, more than any other type of professional organization, but since 2003 they have been quickly reorganized from being university-oriented to student-oriented. Also, as it is supposed that there will be a threat of an approaching outside power along with the opening of the educational market, university began changing from a medium of academic research to a marketing perspective, which offers a service, namely education. Furthermore, they commenced to demand the introduction of a new paradigm to university operation. Therefore, this study aims to conduct research into the importance of advertising and promotional strategies which elevate the image of this college environmental change, tuned to a rapidly changing digital era.

keyword : 대학, 광고홍보, University, Advertising, Promotional

The increased life expectancy and an aging society has become an issue socially and economically, leading the elderly generation into the main consumer group. A change in the population structure due to increased life expectancy could slow down the rate of the economic development through the increased amount of money spent on the elderly and reductions in the size of the workforce. Revitalization of the pension system, growth of the number of grants awarded, and increased amounts of cash savings deposits have all combined to increase the number of elderly people who are wealthy. The concept of the universal design is developed for the handicapped and the elderly. There should be development of new technology and new materials through dynamic design and product planning which take psychological effect, life and the behavior of the elderly into consideration. A changing view of the new elderly generation will move us forward at a very fast pace coupled with a noticeable difference in spending behaviour compared to the past. The upcoming elderly generation will desire a better `quality of life` and will devise a place in consumer`s sovereignty as new marketing concepts will play an important role in the 21st century. Therefore, the formation of a market that reflects the aging society embedded within the new elderly generation is inevitable and a new method of marketing is required.

keyword : 뉴 실버세대, 고령화 사회, 실버마케팅, 유니버설 웨어, The new elderly generation, an aging society, Silver Marketing, Universal Wear

This study started from the idea of the application of pit firing (the most fundamental and original firing method) combined with modern technology - the use of the latest computer software in an attempt to create a variety of new possibilities. These attempts add huge potential to modern ceramic works. In ceramics, there have been many firing techniques and pit firing has the longest history amongst them. The origin and history of ceramics go back to humanities origins, generally presumed to be 13,000 ~15,000 years ago. Pit firing techniques are challenging to modern ceramic artists and also have historical and symbolic importance. Modern ceramic artists have continued to produce works using this most ancient of techniques whilst at the same time expressing modern themes and introducing new possibilities. The reason modern fine art and modern ceramic artists have continued to use this firing method is precisely because the finished product can still express the primitive and random elements caused by fire heat and smoke on the surface. The process is also open for use at any skill level whether beginner or seasoned and skilled artisan. This study describes attempted applications of the pit fire technique in combination with images made by software programs onto ceramic works. The results are a hybrid between an historically most fundamental traditional firing technique and high technology. This study contends that the resultant combination of the above mentioned techniques can be utilized by artists aspirationally to reflect modern society and advancing trends both artistically and technologically without sacrificing successful and culturally significant methods from the past. It could be used and applied in purely artistic endeavors such as one off commissioned art pieces and also in mass production of ceramic consumer goods such as tiles. Korea has its own long history of ceramic artistry which is valued over the world. The world has and is changing rapidly and Korea has also adopted modern technology and is now a leader in the IT field. This study has import at this historical juncture as it proposes a partnership between the history (traditions) and future (technological innovation) of this particular nation.

keyword : Computer software, Modern ceramics, Pit firing