Today, the virtuality is an influential factor of digital society and is changing the direction of communication more plurally and more interactively. The purpose of this study is investigating the characteristics of A.R. as a media of emotional communication, and the analysis on the possibilities of fashion communication using A.R. to intensify the emotional communication with consumers. As a result of study, there were no differences between visual communication elements of A.R. and fashion communication, however, the methods of fashion communication based A.R. were limited in a hybrid with virtual images and a spatial hybrid to optimize the experience and sensible amusement. And the communication structure was complete and closed. To be an emotional fashion communication, the structure should be extended to an open structure or a narrative structure as a consumer participating communication. The open and interactive structure is a characteristic of digital communication, and the synthetic experience with virtuality is a characteristics of A.R..The fashion communication using A.R. could reinforce the individuality, plurality and deconstruction of contemporary fashion.

keyword : 증강현실, 패션커뮤니케이션, 감성커뮤니케이션, Augmented Reality, Fashion Communication, Emotional Communication

The object of this study is to examine a practical manufacturing method of leather tailored-collar jacket and make the results as a basic information applicable for sewing education of leather garments. The results of examination of manufacturing process and method of tailored-collar jacket are as belows: First, leathers should be organized to match similar colors and similar tissues before cutting through matching process and then, cut in consideration of the quality of each part. Second, fusible interfacing, edge tape, bias tape were attached to the necessary parts for manufacturing of leather tailored-collar jacket. The parts and methods to attach these tapes were same as the jacket manufacturing process of general materials. Third, those parts to need some amount of ease in leather jacket were princess line, back shoulder line, sleeve cap and elbow line. Fourth, for the opened seams inside leather jacket, a glue for leather was applied and it was fixed with roller and hammer. Also for lapel, top collar, under collar, and hem to be understitched from outside, double-sided tape was attached to fix the seam. Fifth, the sewing method of tailored-collar jacket`s lining was same as the manufacturing method of general material jacket`s lining in the amount of ease or ease processing. Sixth, for the combination of leather tailored-collar jacket`s outer shell and lining, the method was used that, after sewed to complete the outer shell and lining, the sleeve wrist of outer shell and lining was combined, while understitching the collar-lapel-hem from outside with wrong side together, and it was sewed giving some ease onto the top collar in sewing of top collar and under collar.

keyword : 테일러드칼라 재킷, 가죽 테일러드칼라 재킷, 가죽 테일러드칼라 재킷 제작, tailored-collar jacket, leather tailored-collar jacket, manufacturing method of leather tailored-collar jacket

Companies in the modern era continue to make efforts to secure consumers by using mass media for promotion strategy and by conducting events to prove their products` excellency through direct contacts with consumers in some cases with the purpose of differentiation of products. The purpose of differentiation is to make profits but the expression of differentiation starts from development of many desires coming from the inner aspects of human beings. As explained in theory of hierarchy of needs by A. Maslow, when needs in low hierarchy are met, desires in high hierarchy emerge. When the highest desire emerges to be met, tastes of people become more diversified and manufacturers continue to make efforts to pursue differentiation even of identical products in order to satisfy consumers` needs that are hard to please.

keyword : 차별화 방법, 소비자 욕구, 이윤추구, Differentiation method, Consumer needs, Profit making

This thesis drew a sample, targeting on large-scale franchise coffee house (Starbucks, Coffeebean, Pascucci, Hollys, Tomntoms, Angelinus, Cafebene), located in our country, and considering on sales and store quantity. The important aims of this thesis are to look into what research on coffee house Image different according to trust level of coffee house customer and the effects of coffee house Image on repurchasing intentions. and through the research result to offer suggestions for customer security and effective sales increase. The result is as followings. This thesis looked into research on coffee house Image different according to trust level of coffee house customer, hypothesis1, and found that both at the level of the obvious differences between clusters. hypothesis 2, and found that they had a positive effect. This thesis looked into the effect of coffee house Image on repurchasing intentions.

keyword : 커피전문점이미지, 신뢰수준, 재방문의도, Coffee House Image, Trust Level, Repurchasing Intentions

As consumers show growing interest in masstige brands with high perceived prestige and resonable price, various new luxury brands are being imported and developed. Despite strong interest in masstige brands, there is little evidence of how the brand equity is evaluated. Therefore, this study is designed to segment 20s women according to fashion lifestyles, and to identify the differences in how each group evaluates the masstige brand equity and how they buy masstige handbags. The subjects were 354 Korean women in their twenties. As a result of classifying groups according to fashion lifestyles, they included a fashion brand inclined group, a luxury aspirational group, a fashion mania/reasonable consumption group, and a fashion indifference group. Results shows that there are differences in the evaluation of brand equity and the purchase behavior among four groups. Therefore marketers of masstige brands should develope different marketing strategies for fashion groups.

keyword : 전통적명품, 매스티지명품, 패션라이프스타일, traditional luxury, masstige, fashion lifestyle

This study aims to examine the design elements in multi-complex facilities that influence user satisfaction. I conducted a survey to explore differences between frequent visitors and design experts in their perception of individual design elements in public space of multi-complex facilities. The analysis of the survey demonstrates that the perceptions of visitors and experts are significantly different. Whereas frequent visitors regarded comfort and convenience as crucial, design experts considered design elements related to the formation of public space important. This suggests that design elements reflecting users` perception be incorporated into space planning.

keyword : 공공공간 디자인, 디자인 요소, 이용자, public space design, design elements, user satisfaction

he appearance of Kitsch in late 19th century was soon brought into the popular society that transformed environment establishing artificial and solid popular culture at last. And, Kitsch phenomenon can be found widely while various and complex connection is witnessed in the 20th century. In particular, strategic adaption of Kitsch production and image in the pop art is a pioneering effort to sublime Kitsch into arts although there is fundamental differences in meaning. In line with a trend of the contemporary arts that respects unlimited autonomous sense of arts escaping from the current custom, Kitsch raises pluralism in the art, and is easily utilized in social structure with popular culture beyond axiological position. It even suggests a new artistic possibility transcending the existing aesthetic idea. Moreover, the contemporary popular arts are actively receptive in technical culture by media, utilizing commercialized resources freely and accepting popular culture positively. In this sense, it shows a kind of Kitsch phenomenon. Thus, this article attempts to establish artistic value of Kitsch by the aesthetic in the contemporary arts and to figure out correlation between arts, Kitsch and popular culture, which is followed by the interpretation of Kitsch in connection with symbolism with the popular arts .

keyword : 현대미술, 키치, 대중문화, Contemporary arts, Kitsch, Popular culture

The Sign Design forms the important community in relation to the city`s landscape, buildings, and human. The Sign plays the role of increasing the selling desire and the character of goods for the creation of profits, and it maximizes the effectiveness of advertising added the formative character based on the visual elements. The Sign derives the intimate, dynamic, and soft culture to the human, and it plays the role of increasing the added value through the advertising based on the formative character and the brand effectiveness. The expression method of the Sign Design can be directed variously by the type of business, harmonious location with buildings, choice of materials, choice of the style of handwriting, and the application of the color. Especially, the using of "LED" in the digital age is become the most advanced phenomenon, and it is contrastive to the expression by the analog. The Sign Design shall be the design to produce the street want to walk, happy street, and the street to visit again as the important medium communicating the feeling of human with the city. The Sign Design has the appeal for the sense of sight, touch, and hearing, and it is being formed the important element that influences directly to the inducing the selling desire of goods and the preference by the brand. In this study, the analysis of application examples of Sign Design with Indeokro, Chilseong-ri, Gwangyng City as the center was performed, and the visual elements of Sign Design, the formative character, type of installation, and buying goods were studied. In addition, based on the crossing analysis by sex, and generation, and frequency analysis, the direction of proper Sign Design was groped to create the harmonious city`s landscape. In the future, the Sign Design from the development to the installation shall be performed the continuous studying and effort for the producing the dynamic design for the human happiness in the city`s landscape.

keyword : SIGN디자인, 도시경관, 조형성, Sign Design, City`s Landscape, Formative Character

With growing demands for digital three dimensional visual contents nowadays, digital three dimensional animation`s been producing positively all over the world because it is easier to be produced than digital three dimensional films comparatively. Besides, Layout or screen directing related to digital three dimensional animation`s become a matter of interest or a conversation topic. Since cyber space , in other word, space on the Z-axis can have been directed that were never existed in two dimensional images, the minus space which move rearward of screen as well as projecting effect, that is plus effect is been requiring. To reproduce cyber space which exists in reality on the flat screen had been tried for a long time. The study on the expression of space sense which has been considered since the Renaissance in Greece, is emphasized more or required how to contact with other ways in the age of digital three dimensional image. This study can be subdivided into three main sections. One of them is Background Composition which is considered how to use perspective on stereoscopic images properly and emphasize them. The others are Camera Works and Character Position focused on the differences from the existing theory of directing. Like this, The effective screen directing in digital three dimensional animation should be prepared and planed perfectly how to use and emphasize the existing theories, and cope with the differences as well. It can make cyber space in films be created infinitely.

keyword : 3D 입체애니메이션, 화면연출, 레이아웃, Digital Three Dimensional Animation, Layout, Directing

With the advent of the era of globalization in fashion market environment and the distribution, Global SPA brands are popular in the world with an enormous quantities and a reasonable price. This study investigated the relationships of a lifestyle with attitudes toward Global SPA brands and loyalty of SPA brands. The subjects of the study were the domestic consumers who purchased global SPA brands. The statistical analysis used for the study were factor analysis and multiple regression. Results showed that lifestyles consisted of fashion-oriented, internet information search-oriented, famous brand-oriented, global culture-oriented and rational consumption-oriented. Global SPA brand attitude consisted of practicality, image suitability, economic efficiency, uniqueness, fashionability, and size diversity. Multiple regression showed that lifestyle factors significantly influenced fashionability, image suitability, and economic efficiency of Global SPA brand attitude. Also, lifestyle factors significantly influenced satisfaction and loyalty of Global SPA brands. Finally, there were significant relationships of brand attitudes with brand satisfaction and loyalty.

keyword : 글로벌 SPA 브랜드, 라이프스타일, 태도, 만족도, 충성도, Global SPA brand, brand attitude, life style, satisfaction, loyalty