In the case of decorating the surface of wood using an opaque paint or a pigment, there is a drawback in that the growth ring of wood and the original color of wood cannot be seen through behind the paint. Therefore, this study proposed new decoration techniques which make it possible to paint the surface of wood while still showing the growth ring and original color of the wood in using an environmentally friendly paint for painting wood, which is frequently used these days. The key of the study is to harmonize an environmentally friendly paint with the texture of wood according to the juxtapositional mixture style of colors; thereby, the study adopted the application of wooden sculpture techniques. In order to ensure objectivity, the study conducted a consumer preference survey, and verified the validity of design. In conclusion, the study confirmed that the painting style herein showed a superior effect in terms of aesthetics compared with the painting style of existing paints. The study concluded that it is necessary to simplify and mechanize manufacturing methods in order to improve productivity in the future.

keyword : 친환경 페인트, 표면장식기법, 병치혼합, Environmentally friendly paint, surface decoration techniques, juxtapositional mixture

The purpose of this study is to examine how consumers` need for uniqueness and conspicuous consumption tendency affect their attitude toward and purchase intention of fashion collaboration products. Collaboration is a new strategy to satisfy the needs of different consumers by tying-up two different brands for the same goal for a certain period. This study focused on the fact that fashion collaboration products has scarcity due to limited production and takes advantage of the partner brands` reputation by collaborating with famous brands. A survey was conducted to women in their 20`s and 30`s who are living in Seoul area. In order to verify the validity and credibility of the instrument, a pilot study was conducted to 32 women in July 2008. The main survey was distributed to 589 women in fashion area in August 2008. The instrument included measures of need for uniqueness, conspicuous consumption tendency, attitude toward fashion collaboration products, intention to purchase fashion collaboration products, and demographics. SPSS 12.0 was used for factor analysis, correlations, and multiple regression. Conclusion of this research is as follows. First, Consumers` need for uniqueness affected to the consumption on fashion collaboration products. The creative choice factor of need for uniqueness had a positive influence on attitude toward and intention to purchase fashion collaboration products. Second, Consumers` conspicuous consumption tendency affected their attitude toward and intention to purchase fashion collaboration products. Those who have higher tendency of conspicuous consumption showed more interest in fashion collaboration products. Therefore, tying up with famous prestige brands will increase the possibility for success of collaboration products. Third, the relation between demographic characteristics and attitude toward fashion collaboration products wasn`t big. However unlike other demographic characteristics, age and average monthly expenditure on fashion items had relationships with attitude toward fashion collaboration products. Younger consumers and/or those with higher expenditure were more intended to purchase fashion collaboration products consumption. This research will help establish the marketing strategy for launching new fashion collaboration products by discovering the relationships between consumer`s consumption patterns and their attitude toward fashion collaboration products.

keyword : 콜레보레이션, 독특성 추구경향, 과시적 소비성향, Collaboration, Consumers`Need for Uniqueness, Conspicuous Consumption

Publishing industry confronts with the revolution of reading experience by the advent of smart devices such as iphone, ipad and android tablet PC. This research aims to describe the design process about new paradigm of contents communication in digital publishing through studying the attribute of digital contents and the revolutionary progress of its communication structure in terms of communication design perspective In the era of digital publishing 1.0, the industry mainly focused on the efficiency of conversing process from off-line feature to digital and the economic feasibility in digital distribution structure. However, the advent of digital publishing 2.0 era, which was followed up by thriving of smart devices, the emotional contents communication and creative media fusion are emerged as core concept for new reading experience. This research depicts the creative methodology to come up media innovation to lead reader`s new life style in developing digital publishing ecosystem.

keyword : 스마트 디바이스, 디지털 콘텐츠 커뮤니케이션, 디지털 퍼블리싱 2.0, Smart device, Digital contents communication, Digital publishing 2.0

Understanding the increasingly diverse needs of users and make the appropriate alternatives is the most basic details of design process. Amateurs who encouraging users to participate in the design process recognized that exploitation of effective design tools which easy to use is potential. This study aimed at recently developed park which is introducing a program of participatory design as a tool of residents workshop process, and through the directly participate of residents to evaluate the usability, potential and the improvements of the tool. This tool draws the opinions of the residents agreed to function as an effective visualization tool. Furthermore, the usefulness that residents are learning about the program as an effective tool through a direct plan proceed has been demonstrated. Tools like this that easy to use and can increase communication with residents should be more briskly developed.

keyword : 주민참여 참여 디자인, 디지털 도구, 사용성 평가, citizen participation, Participation design, Digital tools, Usability Test

Recently, the transaction in the online shopping mall is increasing rapidly. Due to the lack of information on the products, the difference between the real products and their images online, and the imprecise information about the products, however, consumer complaints and dissatisfaction are also increasing. This study empirically analyzes the cases of clothing items which frequently cause damage to consumers at the online shopping mall. The study has the following results: The consumer complaints about online shopping are the difference between the real product and its image online (45 respondents: 37.8%) and the lack of information about the product (29 respondents: 24.4%). To address the consumer complaints, the survey items are analyzed by material, color, and size through the paired t-test. Then, the level of customer satisfaction before and after the test shows meaningful differences in material (p<.01, p<.001) and in color and size (p<.001). By providing the standard information about materials, the table about the product size and the information about different colors, it is expected that consumer dissatisfaction could be diminished, reliability in purchasing goods be enhanced, and the damage to consumers resulting from the lack of the product information be addressed.

keyword : 인터넷쇼핑, 상품정보, 소비자 불만족, internet shopping, product information, consumer dissatisfaction

This study aims to interpret the images of superheroes who appear in fantasy movies in increasing numbers since 2000 and to conduct a systematic analysis of the aesthetics of superhero costumes. The result can be summarized as the following. First, superheroes can be defined as "fictional and fantastic heroes beyond everyday life, heroes with superhuman capabilities, high achievements, and moral purity." The most popular and beloved superheroes include Superman, Batman, Wonder Woman, Captain America, Thor, Spider-Man, Hulk, X-men, and Iron Man. Second, there have been at least eight superheroes who originally appear in comic books and are made into at least nineteen movies since 2000. Most of the fantasy movies in which superheroes are leading characters have been produced after 2000. Third, important characteristics of superheroes expressed in these fantasy movies include the duplicity of transformation, mythicized heroes, American patriotism, and perfection of body. Fourth, the aesthetics of superhero costumes in the fantasy movies seem to try to illustrate tragic beauty of transformation, sublime beauty of mythicization, American symbolism, and immaculate formal beauty. It is clear from this study that the characteristics of superheroes in these recent fantasy movies are most effectively highlighted and completed by their distinctive costumes.

keyword : 슈퍼히어로, 판타지 영화, 복식미, superhero, fantasy movie, aesthetics of costume

It is required that freely applying media technology to the various areas such as moving images, communication, game and sound with creative thinking in media art and design. Reflecting the above-mentioned requirements in the fields of media art and design, open-source hardware, has been popular with artists and designers and more building a new creative environment through the large community platform where technologies opens for the public to reuse them and projects` ideas are shared. Through the community platform, anyone including artists, designers can develop his/her projects based on the knowledge of high technologies without helps of engineers or programmers and sell physical kits to share the redeveloped open source technology applications and skills in progress of their project`s development. A new created environment, where the convergence of technology and creative ideas to share is occurred, leads media art and design to be more popularized and varied. In this study, `DIY Pacduino`, manipulating retro game-Pacman and open source hardware, Arduino, is proposed as a case study that has been systematically developed through the several workshops in Victoria and Albert Museum(London), The Creator`s Project(Seoul), Future Everything Media Festival(Manchester), MzTek(London) to share the used technology and developed idea.

keyword : 오픈소스 하드웨어, 아두이노, 디아이와이(DIY) 키트 디자인, Open source hardware, Arduino, DIY kit design

There is a very few empirical studies on individual creativity in an advertising creative organization. This paper delves into the mediating role of job motivation in the relationship between job condition factors and individual creativity. The research hypothesis are based on the existing studies on the above mentioned two concepts. 260 ad creative professionals are surveyed and the hypothesis tests are done with the causal structural equation analysis. The results are as follows. First, internal motivation do not mediate between team culture and creativity, but, team member relation, job time and resource support are found to affect individual creativity via internal motivation. As for the mediating effects of the external job motivation, job time and resources supports are found to be mediated. The results of the paper have practical implications for effective management of advertising creative teams. We urge further studies in the line that would help to better our the theoretical understanding of how we manage to create advertisement effectively in ad agencies.

keyword : 광고크리에이티브, 창의성, 업무동기, ad creative, creativity, motivation