In recent TV-CM community, various trends have been formed ranging from distinctive and peculiar commercials based upon contrary thinking to commercials stimulating Oriental emotions. Advertisements following these trends reflect the stream of the times in our society and generate lasting powerful impact on the mind of viewers with the use of differentiated forms and novel contents even if they pass by in next to no time. Contrary thinking, a catalyst for innovation, is expected to give rise to diversification in TV-CM and further the scope of ideas further. The objective of this study is to explore the correlation between characters, episodes and messages by remapping TV-CM stories related to contrary thinking as actant model. scientific methodologies across several disciplines were applied to examine in which manner and by whom contrary TV-CM or the power of the episode is led through actant model. Study objects are random sampling of five instances of TV-CM on contrary thinking which are recently on the air in 2010; and actant model of Greimas was used as analysis tool. By adding an episode to an episode to a novel, a myth, a fairy tale, etc. and penetrating contrary thinking between them, a sender (advertisers or products) motivates a recipient (consumers or their relevant), turning `universal value` into` a new high value`. It was found that advertising instances uncover hidden ideologies and contrary TV-CM seek to communicate skin value more explicitly than effective value of products.

keyword : TV 광고, 역발상, 행동자 모델, TV-CM, Contrary Thinking, Modele actantiel

The general aesthetic consciousness of the Edo period of Japan is represented by Sabi, Wabi, Garumi and Siori, which sought for inner as well as outer beauty with a focus one legant and quiet beauty and grace. Such consciousness of beauty also applied to women`s beautycare and hairstyle through make up, and as far as beauty care concerned, it changed, on one hand, due to the inner cause of culture, but on the other hand, in not a few cases, the crossing of multiple different cultures also affected and changed the standard of beauty or beauty care. The beauty care in the Edo period proceeded in the direction of embossing the characteristics of the person who applied cosmetics with the generalorder of wash, shaving, finger and foot nailcare, tying one`s hairback, powdering one`s face, and dyeing black. Especially, dyeing black, which had been popular in many ancient Asian countries, allows us to surmise that in thosedays, auniquestandard of beauty was set through international exchange. The Edo period has significance as a time in which Japan`s traditional hairstyle was fixed. As such, each one selected the trend according to her taste thinking up diverse styles and special shapes, which was then made popular as aunified, commonstyle.

keyword : 에도시대 미의식, 에도시대 화장법, 에도시대 두발양식, The general aesthetic consciousness of the Edo period, The beauty care in the Edo period, hairstyle in the Edo period

As the information-oriented society has been complex and competitive, enterprises are required to be differentiated from other ones in brand image marketing strategies by adjusting its images to global circumstances. Brand identity becomes necessary to enterprises which has been struggling to set up business strategies. In other words, it is important to establish brand identities based on strategies providing strong impression and recognition to customers. For study method, I analyzed express and implicated meaning of symbols. In addition, to analyze factors on visual expression, different types of marks, colors and slogans were applied. The study covers five IT enterprises, Daum, SK telecom, KT, LG-U+ and MSN which recently changed its symbols and logos. The results indicate that those entities maintains its existing identities, and they focus more on the brand establishment than on the type of design. It implicates how brand identities would be developed in the future. As a whole, red color symbolizing `challenge and passion` and logotype visual images are in frequent use. That means linguistic images and matching colors maximize efficiencies to establish brand images. Therefore, each enterprise may establish its own brand images through visual expression. Moreover, enterprises should understand that it is important to have customers recognize its brands by establishing its strong identity system based on strategies focusing on brand analysis, and by communicating with them through differentiated visual expression factors for its brand identities.

keyword : 브랜드아이덴티티, 심볼, 로고, 마크, Brand Identity, Symbol, Logo, Mark

City color design has become a crucial design element for adding both emotional and functional value to a city`s image. The addition of a creative `soft` touch for cities contribute not only to the marketing strategy for the city itself, but eventually enhances the nation`s image as well, leading to an increase in tourism and investments. In this thesis, London and Paris have been selected for researching as benchmarks to establish a city`s color design strategy.

keyword : 도시색채경관, 도시브랜드, 도시색채디자인, 도시브랜드리사이클링, 런던, 파리, city colorscape, city brand design, city color design, city brand recycling, London, Paris

Green Management of companies is getting important with sustainable development and social responsibility. Although diverse eco-friendly marketing of companies, it is not easy to build eco-friendly brand image. Efficient brand communication matching brand identity (what brand is) and brand image (what people perceive) is required. Through the case study of best eco-friendly brand for customers, powerful message, product and service perceived by customer, and long-term consistency are needed to make brand eco-friendly. Sustainability Index showing the sustainable degree of companies is made with the factors of environment, society, and economy. ERISS Sustainability Index evaluates domestic companies. With the result of survey to investigate customer`s awareness for environmental high-ranking companies, it shows the differences between ranking and people`s awareness. Customer`s awareness for green management related to core industry, people`s judgement about eco-friendly brand on advertisement and usual brand image. For efficient brand communication to construct eco-friendly brand image, understandable clear message, eco-product and service which customer can meet directly, and customer`s emotion-oriented brand strategy are required. Eco-friendly brand is built through verbal simplicity, visual expression, authenticity of product, and durable communication.

keyword : 브랜드 커뮤니케이션, 지속가능지수, 환경경영, Brand Communication, Sustainability Index, Green Management

The purpose of this study was to define the aesthetic characteristics of Jeanne Lanvin who founded the fashion brand “Lanvin" and expressed an artistic value and a unique sense of fashion design during the period of 1920-30s. Lanvin started her special and original design by opening millinery at 1889. She designed children`s collection for upper-class customers` children and showed a vigorous activities during the early 20th century by opening haute couture for women`s wear. In this study, Lanvin`s design work was examined by dividing her work into early, middle and last periods. As a result, the identity of Lanvin`s design can be defined as (1) splendid surface decoration based on the use of beading and embroidery, (2) simple and classical silhouette, (3) a variety of design inspiration based on exotic taste of art and culture, and (4) the use of creative colors represented by `Lanvin blue`. Based on these examinations, it can be suggested that in Lanvin`s design work delicate and splendid surface decoration added to modern and simple silhouette showed romantic simplicity, and that design inspired by ethronographic sense and medieval catholic expressed exotic beauty. Also, Lanvin`s new & experimental decoration trend to use textile and fabric itself was discussed, which was found in the last period of Lanvin`s design.

keyword : 잔느 랑방, 오뜨 꾸뛰르, 미적 특성, Jeanne Lanvin, Haute Couture, Aesthetic Characteristics

The development of technology and the utilization of cutting edge computers have had a huge influence on the printing and fiber industries. This phenomenon of digitalization has satisfied the customers` desires with the growth of graphical designs, the branding of merchandise, along with varieties and value of the product.The recognition of immanence of nature in human minds and emotional designs is important. In other words, the combination of colors and designs are required to attract very simple and natural state of human emotions. This research takes a close look into the old traditional theories of Tie-Dyeing and the effects of computer-aided design pattern creation of commercialized textile designs. The study focuses on the commercialization and the practical use of Tie-Dyeing with the advanced technology of Digital Textile Printing. Furthermore, the purpose of this study is geared toward the coexistence of the primitive age and the modern society but also to maximize the value of independent designs.

keyword : 홀치기염색기법, CAD, 디지털 텍스 타일 프린팅, Tie-Dyeing Technique, Digital Textile Printing

The purpose of this study was to establish concept of Korean image school uniforms, and to provide guidelines for developing Korean image school uniforms. Korean image school uniforms may reflect the images of Korean cultural identity as well as the images of Hanbok. By reinterpreting traditional Korean image from a modern viewpoint and reflecting it Korean image school uniform design, a large portion of dissatisfaction with current Korean image school uniform could be resolved. In order to identify adolescents` preferred Korean image school uniform, this study examined if they prefer modernized Korean image to realistic one. And adolescents` image evaluation dimensions on Korean image school uniform that affect their altitudes towards Korean image school uniform were identified as well. For this study, questionnaire data from 551 female adolescents was used for statistical analysis. Adolescents perceived the difference between two stimuli operatinalized according to the level of modern expressivity and preferred the school uniform reflecting Korean traditional image with modern interpretation. As a result of factor analysis for image evaluation, four dimensions, refined/ graceful, easy/practical, stuffy/rustic, and decorative /staring were drawn. It was found that the easy/practical dimensions factor and refined/ graceful factor affected adolescents` perception of modernity in Korean image uniform.

keyword : 한국적 정체성, 교복, 이미지 평가, Korean identity, school uniform, image evaluation

This paper is concerned with the way in which new communication technology, as symbolized with the term `ubiquitous`, interacts with Buddhism, especially in order to explore the significance of Buddhist culture and its popular reception in forms of cultural content. For this, we draw on the character classifications on the titles of the Buddhist statues and their hand postures. Our research method, termed `the Buddhism Visualization Model` (hereafter, BVM), locates 27 characters in the Buddhist statues and 20 characters in the hand postures. For example, this paper shows the characters in interaction by analyzing the two of the Buddhist statues at Boolgook Temple, Gyeong-joo. In doing so, this research suggests the BVM helps Buddhist culture interact well with popular culture along with new communications technologies.

keyword : 유비쿼터스, 디지털 커뮤니케이션, 종교문화, 캐릭터 분류, 불교 시각화 모델, Ubiquitous, Digital Communication, Religious Culture, Character Classifications, Buddhism Visualization Model

Corporate Social Responsibility in the art Museum of the company increases with the demand arose. And enhance corporate image, corporate and brand identity has been used as a marketing strategy for securing. Consumers spending more and more emotional, especially as carried out corporate social responsibility has become important. The medium space, Company Art Museum and businesses to consumers and businesses to pursue that company`s credibility and recognition by imprinted rise is expected. For this study, the space design marketing of Company Art Museum to enhancing corporate image and brand image that brings a positive effect was confirmed. To this end, Company Art Museum that can live up to the present practices are as follows. 1) Company Art Museum through the company`s corporate image and promote the public interest, the overall corporate and brand image enhancement is possible. 2) Companies enhance the public awareness against the corporate strategy is needed specifically for the effect. 3) Company Art Museum of the operating companies a good representation of corporate and brand identity that can be up to operating. Consequently, companies throughout the Company Art museum over a substantial profit on a long-term effective corporate and brand image should keep in mind that for the activity.

keyword : 기업 미술관, 공간 디자인 마케팅, 기업 및 브랜드 이미지, Company Art Museum, Space Design Marketing, Corporate and Brand Image