| abstract |
| Background Edward Hopper, a 20th-century American painter, expressed the solitude of modern life and the desolation of urban landscapes through contrasts of light, use of color, linear layouts, and spatial composition. This study aims to recreate Hopper's artistic characteristics using AI technology and analyze the emotional similarities between AI-generated images and Hopper's original works. Based on data collected from surveys, it is necessary to analyze whether AI-generated images can convey emotions similar to those in Hopper's works.
Methods Using the To utilize the semantic differential method, a survey was conducted with 21 samples of experimental materials, each presented with 15 pairs of opposing emotional adjectives. Participants were asked to select the term from each pair that best matched their feelings. Based on the survey results, principal component analysis was performed using the SPSS program.
Result The key emotional elements in Edward Hopper's works are light contrast, emphasis on straight lines, and techniques and coloring tools. Light contrast conveys warmth and stability but lacks individuality. Straight lines provide comfort and reliability but may seem unsophisticated. Techniques and coloring tools offer a natural, peaceful feel but have low distinctiveness.
Conclusion The study showed that incorporating emotional elements from Edward Hopper's works in brand marketing can strengthen consumer connections and convey messages effectively. It highlighted the importance of emotional analysis in marketing strategy and suggested integrating Hopper's sensibility creatively. Future research should explore emotional analyses of various artists to develop richer marketing strategies. |
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| Key Words |
| 에드워드 호퍼, 브랜드, 감성 평가, Edward Hopper, Brand, Emotional Evaluation |
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