• International Journal of Advanced Culture Technology
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• v.8 no.3
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• pp.38-44
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• 2020

Storytelling plays a very important role in emotional marketing recently. Storytelling marketing emphasizes a unique story and mythical meaning of the product, rather than its practical function. This is a faithful reflection of what the Dream Society has proposed. In this article, we are researching the consumption value system, and analyze various cases focusing on a coffee advertisement. In particular, by delivering a story, we will concentrate on advertising that appeals to utopian values and discusses the actual impact that it brings. If we communicate utopian values to consumers through various stories, business effects will be maximized, which will strengthen the brand image. The originality of this paper is to discuss the theory of consumption value system positively with the concept of storytelling. Therefore, we will draw conclusions as to which orientation is most ideal for storytelling in advertising. Understanding these business models will help you build an effective marketing strategy for the Dream Society.

• Journal of Korean Institute of Industrial Engineers
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• v.32 no.1
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• pp.42-50
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• 2006

The multi-criteria group decision making (MCGDM) problem is to determine the best compromise solution in a set of competing alternatives that are evaluated under conflicting criteria by decision maker (DM)s. In this paper, we propose a mixed-integer programming (MIP) model to solve MCGDM. The existing method based on minimizing a distance measure such as Median Approach can not guarantee the best compromise solution because the element of median point vector is defined with respect to each criteria separately. However, by considering all criteria simultaneously, we generate median point that is better for locating the best compromise solution. We also utilize the concept of spatial dispersion index (SDI) to produce a threshold value, which is used as a guideline to choose either the Utopian Approach or the Median Approach. And we suggest using CBITP (Convex hull of individual maxima Based Interactive Tchebycheff Procedure) to provide DMs with various Pareto-optimal solutions so that DMs have broad range of selection.

• Journal of the Korean Society of Costume
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• v.50
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• pp.51-68
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• 2000

This study is intended to examine the common features of costume images in science-fiction (SF) movies that deal with current socio-cultural situations by examining their themes and tones about the future it can be generally concluded that costume images of SF movies are divided into two patterns : one inheriting traditional styles constructed on linear progress and the other based on dismantiling the tradition. this analysis is made through the research of actual cinematic contexts on the common features of multiple styles shaping the two patterns of costume images. The results can be summarized as the following: The former is related with the future built up on the basis of belief in reasonal progress rooted in the Enlightenment reasonable plan for ideal social order and strong faith in uniformity. So It shows functional uniformity disregarding wasteful competitiveness in consumption and luxuriousness and clothing that has the aesthetic value of purity without emphasizing human body or sensuality are presented. On the other hand SF movies which show the uncertain costume image as the meaning of dismantling of tradition take up a rather critical view of assumption that society can move toward utopian future as it searches future images in the notion of hetero-topia by emphasizing pluralism consequently as for clothing diversity and uncertainty in post-modern style are presented destroying modernistic dichotomy and the assumption of Utopian clothing made in the notion of modern progressivism.

• The Journal of the Korea Contents Association
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• v.10 no.7
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• pp.142-148
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• 2010

In the society where contradiction of modernism in 20th century was vividly exposed and paradigm was being changed from text culture into visual culture according to the development of technology, Benjamin tried to practically suggest solutions for socio-historical problems he was facing. In contrast with Adorno who criticized cultural industry, Benjamin found out the possibility to overturn existing value order and innovate reality in mass art media having emerged according to the development of new technology. And such Utopian possibility appears in his thought on the early Disney animation even if it is fragmentary. This thesis reviews how Utopian possibility was realized in the early Disney animation, which had been thought by Benjamin.

• Korean Institute of Interior Design Journal
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• no.8
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• pp.16-22
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• 1996

In terms of modern design history, De Stijl movement had continued as one of influential groups by 1931, and it attempted to pursue universial reality that combined painting and architecture, seeking a new style based on Neo-Plasticism and succeeded the nineteen century's Art and Craft movement and Art Nouveau. Especially, the De Stijl movement provided 1920's rationalism with new space pattern and its ideas greatly affected the Bauhaus movement such as Walter Gropius or Mies van der Rohe. De Stijl's utopian idea that claimed on the conformity of art and life contributed modernism movement combined with scientific and rational view, and even now experts its lasting power with the concept of time and space free from simple cube in modern architecture and interior design. The tue meaning of the De Stijl movements is that is sis the basis of general ideas, and the change of modern architecture is based on this modern styled foundation. It may be the unchangeable fact like Russell Hitchocok says, "The architectural style and pattern which everyone admitts its importance has the value of living."

• Journal of Popular Narrative
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• v.25 no.3
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• pp.349-383
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• 2019

This paper examined the meaning and task of romance research with a focus on Reading the Romance(1984) by Janice A. Radway. This book, which analyzes romance texts by examining the situation and meaning of reading romance by women readers integrating between cultural studies and literary studies, is one of the most popular studies on the romance genre. Radway scrutinized the practical significance of reading romance in a community of women readers. Through a study involving questionnaires and in-depth interviews, she found that for women, romance reading is a 'compensatory fiction' that brings happiness and emotional redemption through a sense of liberation achieved by escaping from patriarchal daily life. The romance that women prefer is composed of 4 stages and 13 divisions: 'Encounter → Attest → Recovery → Happy End'. It also maintains a formula that begins with an immature female character's identity crisis and ends with a blissful union that recognizes the intrinsic value of the main character, who has turned into a man who is considerate of the women. Therefore, romance plays the role of pursuit of the 'female utopian fantasy' and at the same time a reconciliation of women to patriarchy. Feminist critics of the day criticized this argument. However, reading romance is a 'feminine reading', and romance is literature about the functional relationship between women's lives and patriarchy. Yet the interpretation could differ depending on the different viewpoints and definitions of the women's utopian fantasy. In recent years, the conditions of female reader's lives, awareness and imagination have been changing rapidly. As a result, the female utopian fantasy has also changed significantly. Nevertheless, women's lives in the real patriarchal system are still contradictory, and their adventurous imagination is spreading in alternative spaces such as the subculture. In this regard, the question is about the definition of romance and the meanings of romance research are still important task.

• (The)Study of the Eastern Classic
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• no.67
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• pp.297-325
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• 2017

In this paper, the ideological features of Mohism were examined through the analysis into the viewpoint of Mohism on justice and benefit and "universal love" based on it. Even before the viewpoint on justice and benefit became a main agenda in Confucianism, Mohism and the Hundred Schools of Thought, there had been discussions on it, and the relation between "justice" and "benefit" was generally understood as that of means and ends(本末) or that of the thing and its functions(體用). What succeeded to this tendency and set it as an individual's moral standard was the viewpoint of Confucianism including Confucius. Of course, the Confucian view was focused on the politicians or leaders of those times. Compared to which, Mohism represented the stance of their group members and pursued the interest of groups and the society rather than that of individuals. Accordingly, while Confucianism considered "justice" more important than "benefit", Mohism could understand both of them unificatively. The crucial reason why Mohism could be most active during the Warring States Period is that it had its metaphysical basis on "the disposition of Providence." Accompanying this, the viewpoint of Mohism on justice and benefit was internally reflected in its key arguments including "universal love." That is so-called "Jianxiangai, Jiaoxiangli", that is to say, "that loving each other is namely benefiting each other." On the other hand, the fact that the viewpoint of Mohism on justice and benefit, and furthermore, the ideological foundation of its ten main arguments including universal love was "the disposition of Providence" became a double-edged sword. It was because it could be easily accepted by the laborers, farmers, and craftsmen consisting of Mohism of those times, but it instead became the reason for falling into ruins since the establishment of the feudal empire of Qin and Han(秦漢). In the feudal empire, the ideology and activities of Mohism as an individual group couldn't be embraced. For example, the way to set "Heaven"(the heavenly king) above "the sovereign ruler" might be a decisive limit to the legitimacy and rationality of the regime. Moreover, the arguments by Mohism, such as "Jieyong", "Jiezang", "Feiyue" and others couldn't be taken easily by the privileged class. Therefore, Mohism couldn't do any activities as an academic school until Seojedongjeom(西勢東漸) during the Qing dynasty later, and it was different from Confucianism. In brief, ideas of Mohism including universal love ended up as an utopian idea historically, but the conception of sharing mutual interest along with mutual love and consideration with Confucianism from the position of the relatively disadvantaged in the society has a value worthy of being appreciated even today.