• Title, Summary, Keyword: Television Drama

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The Effect of TV Drama Clothing Interest, Fashion Involvement, Self-consciousness Level on PPL (TV드라마 의상관심도, 유행관여도, 자의식 수준이 PPL(Product Placement)효과에 미치는 영향)

  • Kim, Gyoung-A;Lee, Jin-Hwa
    • Fashion & Textile Research Journal
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    • v.10 no.3
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    • pp.281-288
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    • 2008
  • The purpose of this study was to investigate how clothing interest, fashion involvement, and self-consciousness affect brand recall, brand attitude and buying intension of the product placed on TV drama. The data were collected using a self-administered and structured questionnaire on subject of 270 middle school students and 260 high school students in Pusan. Frequency analysis, $X^2$-test, t-test, and multiple regression were used to conduct the data analysis on 524 out of 530 questionnaires. Clothing interest and the level of self-consciousness had significant influence on brand recall and emotional brand attitude of the product placed on TV drama. Self-consciousness affected cognitional brand attitude. Moreover, TV drama clothing interest and fashion involvement had a significant influence on buying intension. Therefore, TV drama clothing interest was the main factor which affected brand recall, brand attitude and buying intension of the product placed on TV drama.

A Study of TV Drama Clothes Analysis in Domestic Fashion Style - Focused on 2002's TV Drama - (국내 패션 스타일에 반영된 TV 드라마 의상 분석에 관한 연구 - 2002년 이후 드라마 '겨울연가', '옥탑방 고양이', '요조숙녀'를 중심으로 -)

  • Lee Ji-Hyoun;Chung Eun-Sook
    • Journal of the Korean Society of Costume
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    • v.55 no.7
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    • pp.22-37
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    • 2005
  • The purpose of this study is to analyze TV drama clothes that is reflected in domestic TV fashion style. Frist of all, luxiry look is one of drama cloth's signiture look. It takes a imported brand wear and a high price accessories. Especially, the hero and heroine of the drama 'Fine lady' wear imported brand jacket and a accessories as earrings, shoes and bags are in fashion. Also the hero of the drama 'The room of a roofiop's cat' wear Armani shirts and Kenzo suits. Second, nowadays sportive look is one of fashion trend and young people's representative look. The drama 'The room of a rooftop's cat' has define trends when it comes to training wear. And the training wear is a big hit because of drama 'The room of a rooftop's cat' hero and heroine. Third, utility look shows a practical wear and comfortable wear The utility look's items is shirring T-shirt, cargo pants and jeans. In addition to that drama's hero and heroine make a lots of fashion. The hero of drama 'Winter sonata' of hair style and matching muffler is in fashion. Also TV drama's fashion is a potent influence.

The Application of the Moo-hyup Prototype to TV Drama in Modern Form: The Case of Japanese TV Drama 'Holyland' (TV드라마 현대물에서 무협 원형(原型)의 적용: 일본 TV드라마 <홀리랜드>의 사례를 중심으로)

  • Yim, Jungsu
    • The Journal of the Korea Contents Association
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    • v.16 no.11
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    • pp.574-583
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    • 2016
  • This study discussed how the Moo-hyup prototype that has been formed from novels and comics was applied to TV drama in modern form beyond martial art movies, historical TV series and games by exploring Japanese TV drama . This study showed that follows the Moo-hyup prototype such as imaginary space and violence, the relationship between characters with the spirit of Moo-hyup, and the structure of Moo-hyup story rather than a story of teenagers' growing-up. This study is ultimately expected to reveal the possibility that the Moohyup prototype can be applied to the TV drama in modern form as well as historical stories.

A Study on the Audience's Conception for the Advertising, as TV Media Contents - A comparative and exploratory study with TV drama & Cenema - (TV미디어 컨텐츠로서 광고에 대한 수용자의 인식 연구 - TV드라마.영화를 비교한 탐색적 시도 -)

  • 정창준
    • Archives of design research
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    • v.17 no.2
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    • pp.105-112
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    • 2004
  • Taking a broad view on the study, it enables one to understand all over the subject or discover some problem. On this thesis, by taking a broad view, the advertising was considered as a television media contents. And attempted to establish the identity of the audience's conception about the social or cultural influencing power of an advertising. Among the television media contents, the drama and cinema was compared with the advertising because of their influencing power in each personal, and tried to clarify diversely the influencing power of advertising. The influencing power survey for the advertising, cinema, drama was practiced by checking his or her conception about below three television media contents - advertising, cenema, drama. And the data were statistically conducted. As the result, some significant conception was found. The participants on the survey conceived the advertising as in the concept of 'Accomplishment', 'Variable', 'Progressive'. This results are considered as they prefered to be influenced by the advertising rather than the drama or cinema in the conception of 'New', 'Variety', 'Progressiveness'.

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Local vs. Foreign Television Drama: Niche Analysis of a South Korean Audience's Use of Korean, American and Japanese Dramas

  • Chang, Byeng-Hee;Khang, Hyoungkoo;Jeong, Irkwon;Chung, Jin-Young;Nam, Sang-Hyun
    • International Journal of Contents
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    • v.9 no.4
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    • pp.52-59
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    • 2013
  • The present study explored the reception and consumption processes of a Korean audience's viewing of local and international television dramas. Findings indicated that the influential factors on the level of viewing in regards to Korean, American, and Japanese TV dramas among Korean viewers differed. In particular, a significant difference was found in terms of perceived drama characteristics. Applying niche theory, the present study also examined the audience's motivation for watching these television dramas. Results demonstrated that Korean TV dramas possessed the broadest niche breadth and were the most competitive. In a comparison of the perceived characteristics of TV dramas, American drama earned competitive superiority for most characteristics. The implications from the results were discussed in terms of cultural discount and proximity.

Korean Wave, Korean Drama, and Women's Fandom (한류와 한국 드라마, 그리고 여성의 팬덤)

  • Shim, Doo-Bo
    • Journal of Broadcast Engineering
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    • v.12 no.5
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    • pp.414-422
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    • 2007
  • This paper aims to find the reasons for Korean television drama being popular in Asia. In particular, the author argues that the role of women's Korean drama fandom is important in the popularity of Korean television drama. What is the role of fandom? How is the gender identity related to women's television viewing? What is the communicative process between the Korean drama producers and fans? What problems does the Korean Wave face recently? These are the questions dealt with in the paper.

Determinants of Media Influence on College Students' Housing Expectations (미디어가 대학생의 주거 기대에 미치는 영향력 수준 결정 요인)

  • Lee, Hyun-Jeong
    • Korean Journal of Human Ecology
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    • v.22 no.4
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    • pp.707-718
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    • 2013
  • The purpose of this study was to examine media influence on college students' thoughts and explore determinants of the media influence. Between September 7, 2013, and September 12, 2013, a questionnaire survey was administered to students at university-A and total 328 useable responses were collected. Findings are as follows: (1) Houses in TV drama had a strong influence on college students' future housing preferences but had a relatively weak influence on housing satisfaction and concrete housing expectations; (2) students perceived that houses in TV dramas did not reflect reality well; (3) females and/or relatively younger respondents tended to perceive a stronger influence of media on their thoughts and expectation on housing; (4) respondents who had a stronger desire to imitate lifestyle of TV drama characters and a stronger perception that houses in TV drama reflected reality well, and the respondents whose consumption preferences were more easily influenced by media were found to perceive media influence on their housing expectation stronger; and (5) to see regression analysis results, a linear combination of desire to imitate lifestyle of TV drama characters, perception of reality reflection of houses in TV dramas, gender, perceived media influences on clothes and accessories, and electronics preferences was found to be able to explain 46.4% of variance in media influence on housing expectations.

The Strength of Network Ties in TV Drama Making Project: Performance Implication (TV 드라마 제작 프로젝트의 사회 네트워크 연결강도: 성과에 대한 함의)

  • Choo, Seungyoup;Limb, Seong-Joon
    • The Journal of the Korea Contents Association
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    • v.15 no.6
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    • pp.1-12
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    • 2015
  • This study attempted to verify the influence of strong and weak ties on the performance of project based organizations by examining various tie relationships in the Korean TV drama making industry. The extant literature has suggested that the impact of network ties depends not only on their strength but also the network contexts (i.e., project characteristics). Due to artistic and creative nature of TV drama making, it is hypothesized that weak tie networks among critical human resources would outperform strong tie networks. Empirical results support the hypothesis that weak tie networks indeed outperform strong tie networks in terms of viewing rate of drama.

Transition Process of Television Drama's Image Production Techniques - Mainly on MBC Dramas - (TV 드라마의 시대별 영상제작기법 변천과정 - MBC 홈드라마를 중심으로 -)

  • Park, Dug-Chun
    • The Journal of the Korea Contents Association
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    • v.9 no.4
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    • pp.181-188
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    • 2009
  • With the question, "What would be the difference between TV drama image production techniques under the changing circumstances of domestic broadcasting faced with multi-media, multi-channel age after 1980' s press unification and establishment of two times commercial TV stations?" This study analysed image production techniques of three periods of TV drama development, 'TV drama maturity period(1981-1990)', 'TV drama transition period(1991-2000)', 'TV drama take-off period(2001-)'. For the image analysis within the genre of home drama, 3 dramas for each period were selected and analysed cameraworks, shot size, shot duration with the broadcasting station's DVD, homepage and manuscript. The result of this analysis revealed that the change of shot size was slight but the change of cameraworks was great, the usage of zoom and tilt diminished but the usage of dolly and track increased. and the average shot duration drastically diminished during the take-off period. These results show us that broadcasting production equipments developed during the periods, and broadcasting stations poured all-out efforts for the higher viewing rates and international competitiveness.

Influence of Korean Drama Viewing on Korean National Image, Mediated by Consumption of Korean Products in China (중국인의 한국 TV드라마 시청이 한국 국가이미지 형성에 미치는 영향: 한국 상품 이용만족을 통한 매개효과를 중심으로)

  • Byeon, Sangho;Song, Whiyoung;Choi, Baesuk
    • The Journal of the Korea Contents Association
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    • v.15 no.6
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    • pp.91-103
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    • 2015
  • This study investigated how Korean drama viewing of chinese people influence their formation of Korea's national image as well as their satisfaction through consumption of Korean products. The direct effect and indirect effect of Korean drama viewing on Korea's national image were focused. The survey data on 105 Chinese citizens in Shanghai was put into the analysis. The study found that 1) Korean drama viewing has a positive effect on consumption satisfaction of korean products; 2) Korean drama viewing does not have any direct effect on Korea's national image; 3) the consumption satisfaction of korean products has an positive effect on Korea's national image; 4) Korean drama viewing has an indirect positive effect on Korea's national image, mediated by consumption satisfaction of Korean products. Theoretical and practical implication were discussed.