| Abstract |
| The purpose of this research is to study how character design can act as a marketing devise, through literature and market research, and to analyze the emotional influence of character design on a consumer group. The millennium generation, which has been exposed to the greatest variety of characters, is set as the target consumer base to derivate a pattern of the emotion-driven consumerism. As a consumer group, the generation has utilized the digital technology closely and has absolved the diversity of globalism. The members of the generation are masterful in expressing their individual opinions on and off the internet and they are pioneering new culture on their own ways by accepting and actively experiencing their hobbies as new recreation. They are creating the new consummation pattern based on so-called kidult culture.
This is the same fond emotion one feels when looking at cartoon characters from the childhood as everyone is eternally nostalgic to the time as the trace of dear memories linger. |
|
|
| Key Words |
| 캐릭터, 밀레니얼세대, 감성소비, Character, Millennial Generation, sensibility as consumption |
|
|
 |
|
Full Text