If the subject of the study is explained in some more detail, it is to investigate `characteristics of graphic elements as constituents of VI(Visual Identity) in TV Commercial using storytelling.` Here, this researcher paid attention to what differences could be found in visual identity using `stories`, namely, storytelling. As a result of research, it was found that in ads using storytelling, `use of auxiliary graphic elements` out of VI elements was salient compared to other ads, and they were directly affected by stories. When auxiliary graphic elements as VI constituents were employed in storytelling ads, the following 3 common characteristics could be found by the researcher. First, in one campaign, the graphic element is shown in a uniform style, but depending on the story of each ad, `variation through text contents or image change` is played. Second, when seeing an ad, `the uniform rhythm` of the visual image in itself can be felt as cuts using graphic elements at the same time zone or according to the same progress like other ads of the same campaign, are inserted. Third, certain compartments are clearly seen to divide them between the movie image cut and the graphic image cut played a variation by a story. If it is seen from this context, it becomes possible for consumers to recognize it as a theme, a campaign through graphic elements although encountering many small themes in each ad, and at the same time, they feel it as one style, namely, as sensibility as a image but through this, they come to accept a variety of information in a compressed way. Accordingly, in this researcher`s view, graphic elements using stories in storytelling TV commercials can be a key ground in consumers` brand association as `emotional connection`. In short, the present researcher is to regard the graphic element using a story as a organic VI element which can handle consistency and variation at the same time in storytelling ads, and as this directly affects a formal story and becomes `a connecting link between contents and form`, it can be said that it plays a significant role in VI elements.

keyword : 브랜드 아이덴티티, 비주얼 아이덴티티, 스토리텔링 마케팅, 그래픽요소, BI(Brand Identity), VI(Visual Identity), Storytelling Marketing, Graphic Element

Because of the remarkable development of digital technology, the learning experiences expands contents area with interactive two-way communication. In addition, beyond time and space, these contents is used on-site and off-site for education with developing a variety of content to enable a more diverse experience. In Miraikan(National museum of emerging science and innovation of japan), The interactive media is used in combination with the narrator and guide, so visitors feel friendly and efficient. I will find out educational effect and the best case of program in emotional experience museum. and research about art experience with variety digital learning experience in museums and galleries, educational contents with appropriately analog expression and blending exhibition system for the activation of design education

keyword : 감성체험관, 디자인교육, 인터렉티브 미디어, emotional experience museum, design education, interactive media

We can experience virtual reality world more by developing internet and graphic technology. We use a lot of information of environment and our experience to find way in real world. However we are easy to lose our way in virtual reality because we usually depend on visual information to find the way. Therefore, the audience should be able to move along the traffic line maximizing visual effect and perception, recommended by the designer. The line should be designed to allow audience to completely experience the exhibition without missing the path proposed by the designer. The experiment was based on the theory of David Dean. Among many elements of visual perception, eight elements was applied to methods finding the way at virtual reality world. By this experiment, we found out that the difference of brightness and width, breadth and application of landmark, and length have influence on finding way and the sex is unrelated.

keyword : 길찾기, 공간 행태, 가상 전시 공간, Wayfinding, Spatial behavior, Virtual Exhibition space

This study`s subject is the expressions of Calligraphy used in the headlines of printing advertisement from overall 13.064 advertisements published between 1st of Jan 2008 and 31st of Dec 2008 in monthly magazine, AD Brain, which collects domestic and foreign printing advertisements including newspapers and magazines. The method of this research is based on considering precise understanding about the expression of Calligraphy and the formative through literature. In addition, through analyzing cases of Calligraphy expression using in the headline of printing advertisement as one of one of visual design fields, it is also intended to research, analyze and form expressional elements (expressional tool, color, pattern) of Calligraphy combined with linguistic and formative, Furthermore, it is also proposed that the headline of Calligraphic expression in printing advertisement makes better communication with the consumer and presents that the headline of Calligraphic expression can expand its possibility in mild and oriental originative design field.

keyword : 캘리그래피, 광고 헤드라인, 광고디자인, Calligraphy, Advertisement Headline, Advertisement design

Regarding the messages of public service advertising, receivers, that is, the general public recognize the necessity of settling the social issues in general; however, this hardly leads to practice due to the lack of interest and intention. Therefore, it is necessary to establish far more synthetic and systematic communication strategies than those used in typical commercials. This study selects as its subjects the public service advertising which has been produced by Japanese public advertising organization closely related with Korea in various fields and has been televised in order to consider their message appealing methods and attempt to understand the frame of creative strategies utilized in Japanese public service advertising. This research chooses seven topics from the video collection designed by the Japanese Advertising Council in 2005, `The History and Chief Works of AC`. It also extracts as its study subjects total 14 public service advertisements from it, two for each topic. As a study method, it uses content analysis which is the most frequently utilized qualitative study method for text analysis. To analyze the 14 Japanese TV public service advertisements, this paper divides the message appealing methods into two subcategories, rational and emotional appealing, and again subdivides emotional appealing into positive and negative appealing. Based on the research described above, this study intends to suggest a direction for the development of public service advertising in Korea while groping for effective creative strategies and providing foundational data for enhancing the efficiency of public service advertising and establishing systematic advertising strategies.

keyword : 일본 공익광고, 커뮤니케이션 전략, 소구방식, Japanese Public Service Advertising, Communication Strategies, Message Appealing Methods

Color concretize the purpose of public advertising appealing to customer the most among the visual image factors. Thus color in public advertising make a significant role in expressing messages and influence on human emotion. The Purpose of this study is to research visual communication of public advertising based on previous research and to analyze the communication between color and public advertisement. Also, this study will suggest a framework for the goal of public advertising using Color Syntax program which is developed to measure the color image information. Therefore, this paper analyze the factors for expression of effective massages and study not point of view of marketing, but color design. The results of analyzing of major color are following. First, Y/8~10/3~5 color was the analyzed for best color in order advertising. Second, B or Y/8~10/1~3 color was analyzed for the best color in environment advertising. Third, B or PB/8~10/3~5 color was analyzed for the best color in economy advertising. Forth, B/8~10/1~3 color was analyzed for the best color in injustice advertising. Fifth, YR/8~10/3~5 color was analyzed for the best color in sanitary advertising.

keyword : 광고디자인, 색채, 시각 커뮤니케이션, 공익광고, Color, Visual communication, Public Advertising

Companies, which launch living-related products applying various cultures and new marketing techniques, have made efforts to maximize their economic benefits through patterns driving the market trend in the various information-sharing environment. The companies, which hope the forecast of a new market trend and the application of wide collaboration marketing strategies ranging from culture to art and sports improving the corporate image and the high brand value. Today`s consumers, comparing to those in the past, produce new consumptionto come up with the social phenomenon, expand the evolved marketing strategy of `brand-collaboration` as a new marketing one which is oriented towards the needs of consumers. The brand- collaboration cases of companies which make clothes, food and residence-related products responding those changes are studied: high-end fashion brand & art; low price distribution & expensive fashion designer label; sports brand & fashion brand; IT electronics & home appliances; credit card companies & service; hotel & designer. The collaboration applied to each company is a strategy to organically combine its own brands` competitiveness each other and to create synergies, which is partly similar to joint marketing to gain profits and survive, but which, from the whole point of view, needs further more close relationships among the brands. In particular, `brand-collaboration` is a persuasive and attractive marketing technique to create the value to keep and to induce the needs of repurchase. The `brand-collaboration` is a new generation strategy which mixes different sectors based on the trust of an originality of artist, designer and a brand name, creates new brand image, and causes a sales increase of the newly designed product, only to achieve the goal each other through the value improvement of the company`s brand image and the artist.

keyword : 브랜드 콜래보레이션, 가치창출, 브랜드이미지, Brand Collabolation, Valure Production, Brand image

With the start of the 21^stCentury, universal design, which is the value system for the large mass, appeared and is expanded and aging society is said as the common property of advanced countries. Modern society should provide the aged with the environmentin which they may survive as integrated entities living together with independently performing their roles. Product design is important in the aspect of universal design for the aged to use such design. The products designed for the aged will provide the competitiveness against other countries. That is, the products equipped with the design elements in consideration of the physical, psychological, and perceptional characters of the aged in the aspect of universal design may be said to have the potential of high added values to improve the competitiveness of a country. Therefore, this thesis consists of the study on product designs for the aged in the aspect of universal design that may endlessly be developed. The measures of product designs for the aged is suggested in the aspect of design and a country based on identification of the characters of the aged, recognition of the relationship between universal design and aged-friendly products, and analysis of universal design products for the aged according

keyword : 유니버설디자인, 고령화, 고령친화제품, universal design, Siver Age, friendly aging product

The Hongyo tribe studied in this paper is a minor ethnic group in china, whose traditional pattern has a high artistic value in that its shapes are diverse and splendid and each one has its own peculiar elegance. In this study, I designed T-shirts, using the Hongyo tribe`s traditional patterns that display both conventional and modern beauty. As for the research method, I examined the Hongyo tribe`s traditional costumes and patterns through related books, research papers, internet sites, and etc. I also examined the method of design conception using reference books, papers and fashion magazines. The procedure of design conception for T-shirts using traditional patterns includes a pattern arrangement, color-matching of patterns, a pattern disposition of T-shirts, and color-matching of T-shirts and patterns. As mentioned above, I recreated the traditional pattern on T-shirts. In way, I hope this study will make a contribution to the field of costume designs.

keyword : 전통 문양, 디자인 발상, 티셔츠 디자인, traditional pattern, design expression, T-shirts design

Japanese designers started entering the Western fashion industry from 1970s. When they were introduced to the Western fashion industry in the beginning, they were accepted by the Western designers with the curiosity in the Oriental culture and interests in the cultural heterogeneity. However, they soon redefined the nature of Western clothes. As they became recognized members in the Western fashion while leading the fashion industry by participating in the Western fashion system, although there was a contrast between the Western and the Oriental fashion. Strategies to successfully entering the Western fashion can be summarized as follows. The Japanese designers have made efforts to break trough the boundaries while recognizing those inherent to the West, although they could draw attention through images inherent to Japan. They suggested the future brands through the sincere studies and philosophical approach to the nature of clothes. They could maintain the industrial production and technological abilities through a great deal of efforts and investments to develop products under a high level of technology. They have paid attention to the development of new distribution structure including the design, production and sales, as well as the design strategies to clearly understand the production structure and the cost, while calling the fashion design as the industrial design by commercializing the fashion thoroughly. They have been recognized with their artistic abilities on the design works through a variety of cultural and artistic interchanges, which have been actively utilized in the brand promotion. They helped their junior designers develop themselves with the awareness of importance on the talented designers and later ensured them to be independent in playing a role of a frontier team to develop new markets.

keyword : 일본디자이너, 서구 패션, 패션전략, Japanese Designer, Western Fashion Industry, Fashion Strategy