We are living in the virtual world today which is characterized by the screen, interface, repeated replication, substitution, and network. As Baudrillard said, we are living in a simulacre society overflowing with the virtuality and replication which are more like the original than the original. In this replicated world, we experience and produce hyper reality which is more real than real as the virtual entity rules and substitutes the reality which reverses the relationship between the reproduction and reality. Though the shapes and images of simulacre formed by the replication without self-identification cause the de-centering, difference, and mixture to the harmonious order, they are also perceived as the concept with new and independent value different from the original. This study intends to examine and promote the understanding about the simulacre image from new and multifaceted perspectives by considering the concept and meaning of simulacre through more varied methodologies of thinking and pondering upon various patterns of expressions in the simulacre image within the frame of de-centering reasoning system. Art works of Camille Utterback and Gary Hill, the media artists, were analyzed in this study to examine the de-centering expression of simulacre image by focusing on the media art works of contemporary art.

keyword : 시뮬라크르, 탈중심화, 미디어아트, Simulacre, De-centering, Media Art

Art collaboration is much more effective than the existing brand images in the aspect of uniqueness, fun, and interest in the fashion and cosmetic brands. Because it is relatively new, art collaboration seems to have lessened the effect regarding aptitude and favoring preference. Therefore, there is a need to change people`s understanding of art collaboration though advertisement or promotions with integrated marketing communication strategy such as PR, direct marketing, personal selling, sales promotion, or relationship marketing in the fashion and cosmetic brands establishing the IMC strategy of Collaboration through the related article search and case studies from the quantitative analyses in the fashion and cosmetic brands. Art collaboration includes the visual expression factors of brand identities as standard and suggests a practical direction based on experimental researches in the fashion and cosmetic brands. The art collaboration brand is related to people`s attitude, which is a dependent variable, through the IMC has been analysed in four dimensions, in terms of its aptitude, uniqueness, interest, and preference. The brand effect is also another significant factor regarding brand attitude which follows focused IMC directly to the expressive art collaboration and the existing brand attitude. IMC is shown by the positive attitude and the brand image preference of the manufacturing company is more increasing.

keyword : IMC, 브랜드 인지도, 아트 콜래보레이션, Integrated Marketing Communication, brand attitude, Art Collaboration

Hyundai Motor Company (HMC) has shown its design power to the world customers through continuous development. However the apparent image status regarding car`s design identity like other world leading motor companies couldn`t be achieved by the company. Now, HMC, the world No. 5 auto manufacturer in terms of volume, is not available to have ever more growth without design identity. Therefore, HMC recently presented `Fluidic Sculpture` as its design identity for the future. This paper conducted the review for HMC`s the new design identity in the context of corporate strategy. It examined the identity`s compatibility with HMC`s brand strategy, style assets and differentiation in the market. The result of the research shows that the new design identity meets HMC`s brand strategy, which has the keyword `refined and confident`. The design identity, also, has strategically appropriate image for the market positioning and automobiles` trend. At the same time, it reflects the style heritage of HMC`s with several core style elements. In particular, the new image position, that seems to be criticized a little bit because of too much sensational style is considered as a step-by-step strategy for taking future premium image in the world auto market.

keyword : 브랜드 전략, 디자인정체성, 이미지 포지셔닝, Brand Strategy, Design Identity, Image Positioning

The usage of transport typeface has been expanded to multi-functional purposes and conceived as a new communication tool. Public information being inherent public-worth is represented as an organizational identity and cultural characters through `letter-typefaces` `Letter-typefaces` play the key role as a components of visual environments in the multi-space of public-information flow. And also organization characters is transformed into concrete form through letters and set up as integrated identity. Henceforth `collective totality` is being delivered to outer-space. `ClearviewHwy` is transport typeface designed and developed by Pennsylvania Transportation Institute for FHWA based on cognition test. `Johnston typeface bring the initial motivation to conceive `ClearviewHwy`. The goal of `Johnston typeface` was to solidify the company`s identity. The typeface had been evolved into `transport typeface` being adopted eclecticism design and gain clear visual attraction. This study is about `transport typeface` as a component of organizational identity system, brief and development process. Through analysis on criteria and functional characters of transport typeface forming day-to-day environment and spacial identity, the suggestions and alternatives for `transport typeface` would be presented.

keyword : 교통문자, 교통정보, 기능서체, Transport Typeface, Traffic Information, Functional Typeface

Analyzing qualitative data needs a careful approach and the expertise of researchers. Unlike pre-structured and formalized quantitative research, the resulting data of qualitative research is unstructured and jumbled by its nature. Therefore, it is necessary for qualitative researchers to explore analytical methods for analyzing qualitative data. In this study, existing qualitative interview data on the understanding and use of design research in practice were analyzed as a case study. Four interview questions were selected from the initial fifteen items for in-depth analysis and interpretation, focusing more on the interrelationship between answers and the analysis methods. Several existing analysis methods were initially investigated to form a theoretical base, including grounded theoretical methods and case-oriented comparative methods. Based on those methods, this research seeks to examine various analytical techniques in order to understand the use of design research in practice. The result of the analyses presented several findings of practitioners` characterization of their own research work, their understanding of design research and research archiving patterns. First, many interviewees understood design research along the same line with, but in a more broad sense than, their own research work. Second, the characteristics of their real work seem to have an influence on the characterization of their research as well as the relationship between this characterization and their understanding of design research. Third, interviewees who understood design research as a very comprehensive activity rather than just evaluative or method-oriented activity tended to give more positive answers in archiving their studies. Finally, the limitations of this study and the recommendations for a future study were presented.

keyword : Design research, Qualitative data analysis, Analytical techniques

In this research, we highlight a number of instances of the water park enterprises` advertising of the late start brands` one. First of all, the current condition of domestic water park market is like this. According to the data which was announced from international water park association, the 4 domestic resort enterprises were selected inside world-wide 20 places. The case where 4 enterprises were selected from one country only, it is only our country. From this situation, it can be forecast the expansion of domestic water park market and the cutthroat competition among the domestic enterprises. In the recent market situation which the Caribbean Brand is monopolistic, moreover, each resort enterprises are notifying a new upheaval in the domestic water park market by striking their future on investment and marketing strategy. In this research, we suggest the current practical point by checking 2008 year advertising campaign strategies of `Ocean world` that holds the 6th rank in a short time in the data which was announced from international water park association with successful achieving stable market entry as the late start brand. `Ocean world` has achieved stable market entry and marketing aim successfully, although it was late start runner, by their effective advertising campaign. - “Be tense the Bikini." : This campaign applied the strong point of the product analysis and strength. The result has improved brand recognition as well as advertising recognition.

keyword : 후발브랜드, 광고캠페인, 오션월드, Challenger Brand, Ad. Campaign, Ocean World

This article is a post study of the `Brand personality perceived by consumers through TV advertisements(S. Oh, H. Lee, 2009)`. The part that is used in this article from the previous study is `the brand personalities of 6 cell phones that are perceived by consumers`. The personalities are described as MBTI personality types. the purpose of this research is to study how visual language, such as visual elements, typography, color, layout, tone and manner is reflected in the brand personalities. To study this, I analyzed 6 advertisements that are already described with MBTI personalities to see how the visual elements are expressed. Based on FGI in three groups, I find that which element of the TV advertisement express the aspects of the brand personalities. The result of the study is shown below. Visual element is used to describe Extroversion(E)-Introversion(I), Sensing(S)-iNtuition, Perception(P)-Judgement(J), Typography expresses E-I, S-N, Thinking(T)-Feeling(F), Color illustrates E-I, T-F. Layout described E-I, S-N, T-F, Tone & manner tells E-I, S-N, T-F. Also, it can be exhibited as 4 types of MBTI personalites that are Freedom persuing type(SP), Diligent type(SJ), Theorist type(NT), Idealist type(NF).

keyword : 브랜드개성, TV광고의 시각 요소, MBTI, Brand personality, Visual elements of TV advertisement

The purpose of this study is to explore the desirable education method for improving creativity comparing formative design & art activities which practiced in elementary schools in Korea and Japan. Textbooks which used for this study are `Pleasant Life` and `Art` of domestic elementary school and `Painting & Craft` of Japan elementary school. The content and the method of `Art & Design Activities`, mainly focused on design related field, which proposed in textbooks of Korea and Japan have been compared and analyzed. Findings are as follows; For the education method, activities of `drawing`, `producing`, `decorating` are centered in Korea, otherwise, activities of `observation`, `ideation`, `experiencing` are centered in Japan. For the main proposed content of textbooks, creativity education through `self-leading study` has been emphasized in Korea, but `ideation` has been emphasized in japan. Differences between country have been shown in the way of evaluation standard and method which teachers applied to a study process and a result. It has been also found that the result-centered education for Korean, on the other hand, the process-centered education for Japanese has been conducted. To solve the problems which revealed in this study, the methods of `spontaneous self-leading`, `globalization`, and `integral thinking process` could be suggested..

keyword : 창의성, 디자인교육, 조형활동, Creativity, Design education, Art & Design Activities

For last 100 years, the average temperature of earth has been increased 0.74 due to increase of Green House gas including Carbon Dioxide. In order to prevent the Global Warming, the quantity of Carbon Emission from individuals, homes, and companies should be calculated, and practical acts should be followed based on calculation. Many variables including emission coefficient, combustion efficiency, energy consumption are required to calculate carbon emission. It is not easy for people to understand these scientific terms and engineering formula. The accuracy and quality of output depends on the quality of input data in Carbon Calculation. The problems of input are classified into the problem of type and problem of quality. These problems could be solved by use of constraints in input system. Through analysis on web sites equipped with program to calculate carbon emission, information architecture and structure are similar, however methods for data input, information visualization, and inter-connectivity of related information are different. From the user test for domestic web sites, Carbon Calculation Program should have following attributes. First, all steps and linked output should be visible in single page. Second, two types of data input, direct data input and multi-choice, are equipped to be selected by user for convenience. Third, information should be visualized applying graphic elements. Fourth, system should have error forgiveness. Fifth, output of Carbon Calculation should be visualized showing the meaning of calculation. Finally, linked information and practical guide to induce eco-friendly life for users should be followed.

keyword : 탄소배출량 산정, 정보시각화, 인터랙션 디자인, Carbon Calculator, Information Visualization, Interaction Design

A television is an audio-visual medium that delivers messages through sound and image. These days, subtitle on a television program comes in various visual formats such as graphics, charts, symbols, pictures and characters, in addition to words. The primary role of subtitle is not found in mere combination of words and phrases anymore. A subtitle can effectively deliver a message by combining words and phrases with other elements. In particular, for an entertainment program, a subtitle helps create a more enthusiastic and lively air, and therefore, it is more liberally used than in other programs. Sometimes, a subtitle can be even more effective than the images, and it can be independent in delivering information and entertaining the viewers. A subtitle does not merely provide assistance anymore; it has established its own boundary, and can be more power than images as an independent visual element on a television. If a subtitle for a TV program is simply laid out on the screen to convey a message, the essence of the message cannot be captured. It is necessary to understand how the viewers perceive and process images on the screen, in order to decide effective format and contents of a subtitle. In this research, visual types of subtitle for a television program are analyzed with focus on entertainment programs. The objective is to identify common elements of different subtitle types, and to suggest a desirable expression method for a subtitle as a visual communication medium.

keyword : 텔레비전 영상, 예능 프로그램, 자막, television image, entertainment program, subtitle