페어 마케팅 커뮤니케이션을 위한 전시 디자인 방법 연구

김영욱 ( Youngwook Kim ),최익서 ( Ikseo Choi ) 한국공간디자인학회 2016 한국공간디자인학회논문집 Vol.11 No.6

The notion of a fair was created for the purpose of selling products (Song, 2006, p. 14). According to the change into a radical network society, it has been converted into “exhibitions” augmenting sales by improving the customers` level of acquiring and recognizing product information. As part of the sales marketing program, the fair has caught audience`s eyes with various methods of expression, including taking advantage of exhibition design. For example, the thought diversion program is utilized for exhibition spaces, which is progressed by companies emotionally delivering brand experience value to customers through experience marketing in an effort to improve brand awareness and sales. In order to yield successful marketing results for companies participating in fairs, I have initiated research to suggest a design inspecting point and communication factors by which the participation and the conversion of spectators can be induced. (Method)I selected a series of international fairs containing space structures in favor of customers` approach and the constituents of the participation program as analysis models among cases of fairs creating a synergy effect by the interaction of exhibition space flow and the marketing program. In addition, the selection of cases and this research are based on my experience in operating an exhibition and the fairs that I attended in person. In light of a customer`s approach, I assorted six space structure cases into four subsections: space outline, space peculiarity, design characteristics, and brand awareness. (Results)By analyzing cases, it was found that exhibition designs attract the participation of spectators through the harmony of five factors including sense, emotion, awareness, behavior, and relationship. This sets forth the outcome that successful fair marketing communication can complete brand awareness, which is the ultimate purpose. Invitation factors and participation factors are intermingled. In terms of the interaction of those factors and creating awareness, exhibition design materializes fair marketing communication and generates the strategic advantage and values of fair marketing. According to the sorts of exhibition designs containing the strategic purposes of companies that participated in fairs, it accelerates marketing communication with potential customers, which leads to specific interactions and an increase of sales and brand awareness. (Conclusions)Exhibition design is a way of expressing fair marketing communication. It helps spectators engage in the program community and represents itself as an important factor that makes a watershed of awareness conversion. In addition, it gives rise to the result regarding inspection and consideration factors for the aim of fairs, budget, uniformity, operation, and post-management. I hope the contents mentioned above will be utilized as fundamental research materials to establish strategies for exhibition space design at fairs.

비상장주식의 공정가치 평가실태 및 가치평가기준의 제정방안

황인태 ( In Tae Hwang ),김문철 ( Moon Chul Kim ),전영순 ( Young Soon S. Cheon ) 한국회계학회 2006 회계저널 Vol.15 No.특별

Fair value information is more relevant than other measurement attributes. Thus, fair value information is more useful than historical cost information if its reliability is ensured. The Statement of Korea Accounting Standards No. 8 (SKAS No. 8) issued in 2002 requires fair value accounting for all trading and available-for-sale securities after initial recognition. This indicates that in principle even equity securities not traded in an active trading market (hereinafter referred to as non-marketable securities) are recorded at fair value in the balance sheet. However, the SKAS No. 8 allows an exception for the fair-value accounting for non-marketable securities. That is, non-marketable equity securities can be recorded at acquisition cost if their fair values cannot be reliably estimated. Since the SKAS No. 8 was issued, many have argued that firms do not comply with the fair-value accounting for non-marketable securities due to practical difficulties. Hence, this study examines the efficacy of the SKAS No. 8 by reviewing the practice of the fair-value accounting for non-marketable securities. The results show that only 1.2% of 1,551 listed firms account for non -marketable securities at fair value, indicating that firms in general do not comply with the SKAS No. 8 concerning valuation of non-marketable securities. Furthermore, we find that in general disclosures of the fair-value accounting for non-marketable securities are far from full disclosure and there is no consistency in the disclosures across firms. Interviews with practitioners reveal that lack of the standard for valuation of non-marketable securities is a major problem in implementing the fair-value accounting for non-marketable securities. Hence, we suggest the standard for valuation of non-marketable securities based upon the survey of international standards for valuation. In addition, it is necessary to provide auditing guidance on fair value measurements.

부동산평가에 있어 정상가격주의

김용민(Kim Yong Min) 한국부동산학회 2008 不動産學報 Vol.32 No.-

  1. CONTENTS<BR>  (1) RESEARCH OBJECTIVES<BR>  Fair market value is one of the most vital concepts in the appraisal theory of real estate. In the case of the personal estate setting production forth as a premise, the terms of fair market value are scarcely used. But, in the real estate holding the characteristics of site value, the grasp of fair market value, nowadays, became important socially and economically.<BR>  Therefore, the discussions on fair market value are of vital importance in several real estate activities through the medium of real estate price. Nevertheless, the fair market values of real estate are still poor in discussions.<BR>  (2) RESEARCH METHOD<BR>  In this study, I will try to find a solution to a problem regarding how to interpret a concept on the fair market value of real estate from our appraisal environment.<BR>  (3) RESEARCH RESULTS<BR>  First of all, the definitions on the fair market value as to real estate price will be examined. And then, the meanings, the definition of fair market value symbolizes concretely, will be discussed. Fair market value will be viewed, chiefly, on the basis of price change phenomena realized in real estate markets.<BR>  2. RESULTS<BR>  Then, from this, a symbol the concept named fair market value keeps will be drawn. In view of the study results so far achieved, I arrived at recognition which the spot, where the ceaseless discussions on fair market value are taking place, means the very spot the technical appraisals exist.

반대주주의 주식매수청구권 행사시 상장법인 주식의 매수가격결정에 관한 연구 - 자본시장법 및 상법상의 주식매수청구권과 대법원 2011.10.13. 자 2008마264 결정을 중심으로 -

김성진 한국경영법률학회 2013 經營法律 Vol.23 No.3

Appraisal rights provide dissenting shareholders the option to sell their all shares back to the corporation for fair value upon certain fundamental corporate changes. Among the various discussions regarding appraisal rights, some controversy has continued sharply about determining the fair value of the shares when the parties demand and petition the court to determine the fair value of the shares. In determining the fair value of unlisted shares, the Supreme Court of Korea held that when dissenting shareholders demand the court to determine the fair value of the unlisted shares, if there is the actual practices of the objective exchange value appropriately reflected normal trading with respect to the unlisted shares, the courts would consider the exchange value seen as the market price as the fair value of the unlisted shares; however, if there is no such actual practices, the courts would utilize various evaluation methods normally recognized as being about the evaluation of unlisted shares such as market value method, the net asset value method, earnings value method, and so on. As some controversy has continued sharply about determining the fair value of the shares, in October 2011 the Supreme Court of Korea determine (대법원 2011.10.13. 자 2008마264 결정) first Supreme Court case in which dissenting shareholders of a listed corporation demanded the court to determine the fair value of the listed shares. In this case, the Supreme Court held that when the parties demand and petition the court to determine the fair value of the listed shares after dissenting shareholders of a listed corporation exercised appraisal rights, the court, in principle, shall determine the fair value of the listed shares with reference to the market price. This Supreme Court’s opinion has evoked various controversial views. Especially, some commentators has criticized that in order to determine the fair price of the listed shares, the courts must consider all the elements such as market value method, the net asset value method, earnings value method, and so on, because pure market price alone can not determine the purchase price of publicly traded shares due to the practical limitations of the stock market. This article focuses on discussing whether the courts base solely on the market price, or the courts must consider all the elements such as market value method, the net asset value method, earnings value method, and so on when determining the fair value of the listed shares. In detail, part II reviews detail facts and holdings of the Supreme Court’s case(2011.10.13. 자 2008마264 결정). Part III addresses statutes and regulations regarding appraisal rights, and the cases of the Supreme Court about determining the fair value of the unlisted shares for the reference in determining the fair value of the listed shares. Part IV reviews how to determine the fair value of the shares in the United States for the comparative legal study. Part V, discusses various controversial views which has criticised the Supreme Court’s holding that the fair value of the listed shares shall be determined with reference to the market price. Lastly, as a conclusion, proposes that the court, in principle, shall determine the fair value of the listed shares with reference to the market price.

한국 Art Fair의 현황과 비전: 외국 Art Fair와의 비교를 중심으로

최병식(Choi Byungsik) 한국예술경영학회 2004 예술경영연구 Vol.6 No.-

Korean art market shows consistent change. Whereas the market was centered among the existing galleries, now the Art Fair and Auction are playing major roles in the market. Sales from galleries tend to receive better credit from the public; however, an objective analysis of sales still has many barriers. it is hard to calculate the market’s yearly sales, including the number of sales in certain categories, yearly sales distribution, and appraisals of art works at the buying and selling. Art markets deal art works with the sole purpose for profits, however Korea’s art market values tradition and self-judgement, which create an undesirable effect and limits. Among the three major components in the art market-Art Fair, Gallery, and Auction, this study concentrates on the Fair which began with Art Cologne in 1967 and displayed rapid growth in the western art market. To overcome the limits of the art market in this country, this study will observe the major foreign art fair, current status and trends. In addition, this study will find the problems in Korean art faisr such as trust, clean transaction, and variety of artists; analyze the status of Korean art fairs; and compare them with foreign art fairs.

주식매수청구권 행사의 매수가격의 공정성에 관한 연구 - 소수파주주 권리강화론을 중심으로 -

고은정 ( Ko Eun Jung ) 한국외국어대학교 법학연구소 2021 외법논집 Vol.45 No.1

Korea’s current commercial law does not provide a standard for a fair purchase price other than the stipulation that ‘you must calculate it at a fair price’ for appraisal right. Calculating the fair value of a stock is actually a very difficult task. This is because there is no objective criterion for the value of stocks, and even if it exists, the judgment on the value is subjective. Decisions on specific prices will have to be settled by theories and precedents. Unlike ordinary movable property or real estate, the value of stocks, especially unlisted stocks, has not been established as a method and standard for determining this, and it is difficult to see that it has been negotiated or understood between the parties. The fact that the Commercial Law stipulates the price determination by the court reflects the reality that it is difficult to negotiate even the criteria to be applied to determine the value between the parties. In the exercise of the stock purchase right, the Korean Commercial Act requires the company to purchase the stock within two months, and a decision is made by the parties’ agreement, and if both parties do not agree, the decision can be requested to the court. However, there is no specific standard for consultation between the parties under the commercial law, and access to specific data on the valuation of a company through which the parties can calculate the amount is not fair. The company will try to measure the price of the stock low, and the shareholder who is the seller will try to get the stock price high. When the market value of the stock purchase right does not reflect the intrinsic value of the stock and is overvalued, the company must pay more than necessary purchase price. This would undermine the principle of full capital and go against the interests of corporate creditors and remaining shareholders. On the contrary, if the market value is undervalued than the intrinsic value, the shareholder who exercises the stock purchase right does not receive its fair share and suffers damage. Company laws in US footnotes consider the concept of value commonly used under common law for shareholders who oppose the definition of’ fair value’ before the business transaction, and the technology and marketability used in unusual businesses, and based on the status of minorities. It considers the value of stocks, and stipulates that there should be no downvaluation of stocks because of the status of a minority. In Japan’s Codeal ruling, fair value is a price that is not valued below the stock price before the company’s merger was announced. In addition, as seen in the rulings of Ilsung Pharmaceuticals and the former Samsung C&T, the price of stocks should not be affected by the setting of the price from the controlling shareholder. As we saw in the stock purchase price of Japan’s Cordial Group and Korea’s former Samsung C&T and Ilsung Pharmaceuticals cases, it may not be appropriate to call the market price an immediate and fair price. If the market is influenced by factors other than trading, such as manipulation of stock prices or fraudulent means, the market price loses fairness. If the management or major shareholders perform market control that lowers the stock price in order to reduce the amount of stock purchase or purchase claims to be paid, the price will lose fairness and result in the unreasonable expulsion of minority shareholders. The proposal for a fair share price is as follows. First, the stock purchase price should be judged based on the value commonly used under customary law, the characteristics of the individual business, the market situation, and the status of minority shareholders. Second, the stock purchase price by the appraisal right should not be undervalued from the market price before the merger was announced. The merger premium should be reflected. Third, the stock purchase priceby the appraisal right monitors the timing of the calculation of the rational stock purchase price by the appraisal right and the degree of market intervention of the controlling shareholder, majority shareholder, and major shareholder in order to prevent the stock price from being formed by market intervention of the controlling shareholder, majority shareholder, and major shareholder. Should be done. A rigorous review of the three above will form a fair price, and the common requirement of the three premises is that a fair price must be set based on the protection of minority and minority shareholders. In this regard, the determination of the stock purchase price of the former.

기업후원 특성과 문화예술 마케팅 기여도에 관한 연구 -아트페어 스폰서십의 매개적 역할-

신동우,이정교 한국공간디자인학회 2025 한국공간디자인학회논문집 Vol.20 No.3

(연구배경 및 목적) 최근 문화소비지형도의 변화에 따라 기업들이 시각예술산업을 효과적인 마케팅 기법으로 인식하고 활용하는 방식을 적극적으로 기업 브랜딩 전략으로 활용하고 있다. 특히 아트페어와 스폰서십을 통하여 기업의 문화예술 후원 활동이 브랜드 이미지 강화와 소비자와의 소통에 중요한 역할을 하고 있다. 이에 따라서 본 연구는 기업후원의 효과와 아트페어의 매개 역할의 효과를 구체적으로 규명하여, 문화예술마케팅 기여도를 분석하는 것이 목적이다. (연구방법) 기업후원과 아트페어에대한 이론적 고찰과 기존 선행연구를 토대로 주요 특성을 도출하고, 이를 바탕으로 연구모형과 가설을 설정하였다. 이후, 선행연구에서 도출된 특성들을 반영해 설문 문항을 구성하고, 예비 설문조사를 실시하여 문항의 신뢰도를 검토하였다. 예비조사 결과를 반영해 본 설문조사를 진행하였으며, 수집된 데이터는 SPSS 30.0과 PROCESS macro를 활용해 병렬 매개효과 분석을 통해분석의 정확성과 일관성을 검증하였다. 실증분석 결과를 바탕으로, 기업후원의 효과를 극대화할 수 있는 실질적인 마케팅 전략과 문화예술마케팅 기여도를 높이기 위한 전략적 방안을 도출하였다. (결과) 본 연구는 기업후원 특성이 문화예술마케팅 기여도에 미치는 영향과 아트페어 스폰서십 특성의 매개효과를 분석하였다. 연구 결과, 기업후원 특성이 문화예술마케팅 기여도에 미치는 직접 효과(β=0.6379, p<0.05)와 총 효과(β=0.7760, p<0.05)가 유의미하게 나타났다. 또한, 기업후원 특성이 아트페어 스폰서십 특성에 미치는 영향(β=0.4933, p<0.05)과 아트페어 스폰서십 특성이 문화예술마케팅 기여도에 미치는 영향(β =0.2799, p=0.0252)도 유의하였다. Bootstrapping 기법을 활용한 간접효과 검증에서도 유의성이 확인되었다(LLCI=0.0015, ULCI=0.2604). 이는 기업후원이 직접적인 효과뿐만 아니라 아트페어 스폰서십 특성을 매개로 문화예술마케팅 기여도를 높일 수 있음을 시사한다. (결론) 본 연구는 기업후원 특성이 문화예술마케팅 기여도에 미치는 영향과 아트페어 스폰서십 특성의 매개효과를 검증하였다. 연구 결과, 기업후원 특성은 문화예술마케팅 기여도에 직접적인 영향을 미칠 뿐만 아니라, 아트페어 스폰서십 특성을 매개로 그 효과가 더욱 강화됨을 확인하였다. 또한, 기업후원은 아트페어의 운영 방식과 성격을형성하는 데 영향을 미치며, 아트페어는 기업과 예술 간의 접점을 확대하고 대중과의 소통을 강화하는 플랫폼으로 작용함을 확인하였다. 이를 통해 기업은 개별 후원에 그치지 않고, 전략적으로 아트페어와 같은 매개적 요소를 활용할 필요가 있음을 시사한다. 본 연구는 기업후원과 문화예술마케팅 간의 관계를 실증적으로 검토하고, 아트페어의 중개적 역할을 밝힘으로써 학문적·실무적 시사점을 제공한다. (Background and Purpose) As cultural consumption patterns evolve, corporations increasingly recognize the visual arts industry as a valuable marketing tool and actively incorporate it into their branding strategies. Among various approaches, sponsorship through art fairs has become particularly effective in enhancing brand image and fostering communication with consumers. In this context, this study explores the effectiveness of corporate sponsorship in the cultural and arts sector and examines the mediating role of art fairs in enhancing the contribution of sponsorship to cultural and arts marketing. By clarifying these relationships, the study provides insights into how companies can maximize the strategic value of cultural sponsorship and build stronger partnerships with the cultural sector. (Method) This study derived key characteristics based on theoretical reviews and previous studies on corporate sponsorship and art fairs, and established a research model and hypotheses accordingly. Subsequently, survey questions were developed by reflecting the characteristics identified in previous research, followed by a preliminary survey to verify the reliability of the questionnaire. Based on the results of the preliminary survey, the main survey was conducted, and the collected data were analyzed using SPSS 30.0 and PROCESS macro to verify the accuracy and consistency through parallel mediation analysis. Based on the empirical analysis results, this study proposes practical marketing strategies to maximize the effectiveness of corporate sponsorship and strategic measures to enhance the contribution of cultural and arts marketing. (Results) Empirical analysis confirms that corporate sponsorship characteristics significantly influence contributions to cultural and arts marketing. Both the direct effect (β = 0.6379, p < 0.05) and total effect (β = 0.7760, p < 0.05) are statistically significant. Corporate sponsorship characteristics also significantly influence art fair sponsorship characteristics (β = 0.4933, p < 0.05), which in turn significantly influence cultural and arts marketing contributions (β = 0.2799, p = 0.0252). Bootstrapping analysis further confirms the significance of the indirect effect (LLCI = 0.0015, ULCI = 0.2604), indicating that corporate sponsorship enhances cultural and arts marketing contributions both directly and indirectly through the mediating role of art fairs. (Conclusions) The results demonstrate that corporate sponsorship is more than financial support, actively shaping the structure and positioning of art fairs. These fairs serve as key intermediaries that connect corporations with the cultural sector while increasing public engagement. Companies should adopt a strategic, long-term approach, treating art fairs not just as sponsorship recipients but as collaborative partners that enhance cultural and arts marketing effectiveness. By clarifying the interconnected roles of corporate sponsorship, art fairs, and cultural and arts marketing, this study offers valuable academic insights and practical recommendations for both corporate sponsors and cultural institutions.

지식재산권 효력제한 사유로서의 공정이용의 법리

송선미 아주대학교 법학연구소 2018 아주법학 Vol.12 No.3

The Fair use is an important doctrine that limits the copyright. It limits the copyright and plays an important role in achieving the purpose of copyright law. The fair use doctrine starting from copyright law is also applied in trademark law. The issue in this paper is whether the fair use doctrine needs to be discussed in the patent law as well. The fair use starting from copyright law is an important means of protecting the freedom of expression of the general public and solving the problem of market failure. Our copyright law regulates the fair use in Article 3 of 35, which is based on Article 107 of the US Copyright Act. According to copyright law, the fair use was judged by considering the purpose of use, the nature of the work, the weight of the used part, and the effect on the market. The fair use of a trademark is defined as an exception to the trademark dilution in section 1125 (c) (3) (A) of the United States Trademark Law. The US Trademark Act distinguishes the fair use of trademarks from descriptive fair use and the nominative fair use. Article 90 of the Trademark Act regulates the desctiptive fair use. This fair use applies to the descriptive use of his or her name or trade name, and the nominative fair use applies where the trademark is used to refer to the trademark itself. In the patent law, there is little discussion about the fair use. The copyright law describes the purpose of the fair use as a means of solving the market failure. In the traditional patented inventions, there was no need to innovate the industry by the fair use because it did not cause market failure. However, due to the expansion of the patented object, patent for software or BM invention was possible, and discussions on the fair use began. These inventions can cause network effects, which is a form of market failure. Patents have been granted for software and BM inventions, and the importance of these technologies is expected to grow even further in the era of the fourth industrial revolution. It is necessary to discuss the fair use of the patent right in order to solve the problem of market failure. 헌법 제15조에 규정하고 있는 직업의 자유는 인간다운 삶을 영위하기 위하여 자신이 원하는 직업을 선택할 수 있고 스스로 선택한 직업을 자신의 뜻에 따라 종사할 수있는 자유를 말한다. 이러한 직업의 자유는 인간의 자아실현의 수단인 동시에 인간다운 생존의 물질적 기반으로 인식되고 있다. 직업의 자유의 내용은 좁은 의미의 직업선 택의 자유와 직업수행의 자유로 나누어볼 수 있다. 우리 헌법재판소도 헌법 제15조가 보장하는 직업선택의 자유는 직업과 관련된 종합적이고 포괄적인 직업의 자유를 보장 하는 것으로 보고 있다. 헌법상 보장된 직업의 자유도 절대적인 것이 아니라 필요하고 불가피한 경우에는 헌법 제37조 제2항에 근거하여 법률로써 제한할 수 있는 것이다. 이에 따라 직업의 자유에 대한 제한의 합헌성을 심사함에 있어서 기본권 제한의 일반 원칙들이 적용되어야 할 것이다. 우리 헌법재판소는 직업의 자유를 규제하는 법률에 대한 위헌심사기준으로서 과잉 금지의 원칙을 적용하면서, 그 구체적 적용에 있어서 이른바 단계이론의 법리를 원용 하고 있다. 단계이론은 직업선택의 자유와 전직의 자유에 비해 직업수행의 자유에 대해서는 보다 광범위한 법률상의 규제가 가능하다는 것이다. 우리 헌법재판소는 이러한 단계이론에 입각하여 직업의 자유에 대한 제한의 합헌성을 검토함에 있어서 그 심사의 강도를 단계에 따라 다르게 적용하고 있음을 볼 수 있다. 직업의 자유에 대한 제한을 단계적으로 유형화하는 것은 위헌성 심사의 예측가능성을 담보하는 차원에서 유용성이 있다고 본다. 하지만 우리 헌법재판소 판례에 있어서 직업의 자유에 대한 제한의 단계를 구분하는 기준이 명확하지 않고, 과잉금지원칙을 적용함에 있어서 구체적인 심사의 강도를 일관된 흐름 속에 체계화하지 못하고 있다. 직업의 자유에 대한 제한을 단계별로 그리고 유형별로 구분하되, 그러한 구분이 구체적인 위헌성의 논증에 있어서 유기적으로 연계될 수 있도록 해야 한다. 이를 위해 직업의 자유에 대한 제한의 형태적 특성이나 효과적 측면 등에 따라 과잉금지의 원칙을 탄력적으로 적용할 수 있는 방안을 개발해나갈 필요가 있다고 본다.

시사보도를 위한 공정이용 - 미국⋅유럽⋅한국의 비교법적 연구 -

오찬미 서울대학교 기술과법센터 2015 Law & technology Vol.11 No.5

공정이용이란 특정 조건하에서, 저작권자로부 터 허락을 받거나 이용의 대가를 지불하지 않고 어떤 저작물을 이용할 수 있도록 허락해주는 것이다. 언론의 자유와 저작권의 긴장관계를 해결하기 위해서 각 국가마다 해당 법리를 통해 균형을 추 구해오고 있다. 공정이용의 다양한 양태를 포괄하 는 많은 연구가 계속되었으나 시사보도에 관해서 만 별도로 구분하는 것은 드물었다. 시사보도를 위한 저작물이 상업성, 사실성, 질적 중요성의 뚜 렷한 특징을 갖고 있기 때문에 본 연구에서는 시사보도를 위한 공정이용만을 구분하여 분석함으로써 정확한 판단기준을 도출하고자 한다. 공정이용의 원리를 규명함으로써 언론인이 저작권 침해의 위험을 줄일 수 있고 결국 이를 통해 언론 검열을 막을 수 있다. 이 연구는 먼저 미국의 열두 가지 판례를 규명한다. 시사보도를 위한 공정이용에서는 여덟 가지의 판단요건 중 시장대체⋅상업성⋅변형성의 세 가지 요건만으로도 정확한 결론에 도달할 수 있었 다. 특히 시장대체가 판결에 결정적인 영향을 끼 치고 있었고, 상업성⋅변형성이 서로 엇갈리는 판단을 내리고 있을 경우에는 변형성이 보다 강조되었다. 그 다음으로, 영국의 공정이용과 독일의 자유 이용의 판례가 소개되었다. 영국에서는 시장대체 ⋅양적 중요성⋅변형성⋅공표가, 독일에서는 공 표⋅양적중요성⋅변형성이 각각 판단기준으로 도 출되었다. 영국과 독일에서 공표와 양을 중요하게 생각하고 있다는 것이 공통적이고, 이에 더해 영 국법원은 공익을 상당히 중요하게 고려하였으며 독일에서는 상업성 여부 자체를 고려하지는 않았 지만 공정이용의 일부 조항에 해당되는 경우에는 저작권자의 권리 보호를 위해 보상청구권을 부여 하는 특징이 있었다. 세 관할권의 공통점은 변형성을 중요하게 고려한다는 것이다. 미국에서는 변형성을 강조함으로써 언론사의 상업성을 감소시킬 수 있다고 보았고, 영국에서는 변형성이 양과 동시에 고려되어 선량 하고 정직한 사람이 저작물을 이용할 때 통상적으 로 취하는 태도가 공정이용의 기준이 된다고 하였다. 독일에서는 어떠한 저작물을 완전히 새롭게 변형함으로써 원저작물과 본질적인 부분에서 차이 가 있는 경우에는 저작물을 자유롭게 이용할 수 있다는 별개의 조항까지 두고 있었다. 따라서 언론사가 비평을 많이 실어서 변형성이 크게 인정되 면 그 외의 결정적인 요소가 과소평가 된다. 우리나라의 경우에도 개별적 조항인 저작권법 제28조에서 상업성⋅변형성을 판단기준으로 두고 있는데, 적은 양과 공표된 저작물을 이용했을 때 본조가 우선 적용되어 사실상 변형성을 강조하고 있다. 특히 저작인격권을 별개의 침해로 구분 하고 있는 우리나라에서 변형성이 강조될 때에는 저작인격권의 침해에서도 자유로울 수 있게 된다. 저작물의 상당량을 이용하거나 미공표 저작물을 이용했다는 것이 전제된 사안에서는 개별적 공정 이용의 적용 후에 포괄적 공정이용의 법리가 보충적으로 적용되는데, 법리가 두 번씩 검토되어야 하는 번거로움이 있으나 반대로 그만큼 언론의 자유를 위해서 공정이용이 한 번 더 고려되고 있다 는 효과를 낳는다. 포괄적 조항인 제35조의3은 계약가능성⋅시장대체가 판단기준이 되기에, 결국 제28조와 제35조의3에서 미국의 판단기준을 나눠서 제시하고 있을 뿐, 사실상 동일한 판단기준을 갖는다고 볼 수 있다. Fair Use permits the use of copyrighted works without permission or payment under certain conditions. For this reason, fair use helps to keep copyright from violating the First Amendment: Freedom of Speech. There have been growing numbers of comprehensive studies on how to address the tension between copyright holders and the users, but usually these discussions are not only for the journalism. As fair use for journalism has a distinct characteristics such as commerciality, factuality and importance of quality, this study has induced substantial standards of judgment. By clarifying the meaning of fair use principle, journalists could reduce the risk of copyright infringement. It allows them to stop censoring their journalistic choices. Firstly, this study identifies twelve cases of Fair use in the U.S. where journalists routinely employ fair use. Normally eight standards are applied, but for journalism, only three standards - Replacing Market, Commerciality and Transformative purpose - are required. Through the analysis on fair use cases, fair use outcome weighed heavily on transformative purpose when it works positively while commerciality works negatively. The final decision of the court could also be concluded only with the factor of replacing market. This study focuses highly on the comparative study between the cases found in U.S. federal court and to those of U.K., Germany, and Korea. Consecutively, cases of fair dealing in U.K. and of German free utilization are also analysed. In U.K., four factors - replacing market, importance of quantity, transformative use, and right to attribution - have been the standards of judgement, and In Germany, three factors - right to attribution, importance of quantity and transformative use - are considered. Right to attribution and importance of quantity are applied in both countries. Public interest takes up significantly in U.K. court, but for german court, right to copyright holder seems more protected with claim for compensation while commerciality does not quitely considered in itself. In all jurisdictions, transformative factor is what matters most in determining whether such an act is copyright infringement or not. In the U.S., transformative use of copyright work could reduce the commerciality while U.K. equally considers the transformative use and the amount of the work by asking whether a fair minded and honest person would have dealt with the copyright work. In germany, separate article about free utilization, which emphasizes transforming intrinsic part of copyright work exists. As a result, the importance of other factors are being lessened by transforming the original work. In Korea, Article 28 also considers commerciality and transformative use in determining the fair use. Korea is free from the infringement of moral rights only if transformative factor is emphasized, as moral right is not restricted under fair use. If the amount of work used is minimal or published to the public, Article 28 will have precedence, and it actually emphasizes the transformative use. When the amount of work used is huge or unpublished, this article will be applied in the second place. Although applying article twice can be quite cumbersome, that is to say that it pursues freedom of speech strongly. Comprehensive article 35(3) considers factors of possibility of contract and replacing market. Therefore, we may say that Korean fair use is actually suggesting identical standards of judgement from U.S. 주제어(

런던 프리즈 아트페어의 성공 전략 : 마케팅, 담론, 도시 활성화

조사라 유럽문화예술학회 2023 유럽문화예술학논집 Vol.14 No.1

London magazine Frieze launched the London Frieze Art Fair in 2003, which presents a large number of young and experimental works that are different from existing art fairs. Since then, the host city has expanded from New York in 2012 to Los Angeles in 2019 to Seoul in 2022, and the Frieze Art Fair, which has a relatively short history compared to other international art fairs, is strengthening its position in the art world beyond the art market in a short time. In addition, with the first Frieze Seoul held in Asia, domestic and international interest in the art market is increasing. In particular, in the art market, art fairs have been formed from artists and critics to art dealers and collector, and since the 2000s, art fairs have been centered on auction companies and art fairs, and art fairs are strengthening their position in the international art world. Frieze London's success strategy was analyzed from the perspective of corporate sponsorship and marketing, exhibition, and city. Frieze London expanded significantly when Deutsche Bank began sponsoring Fair as its main sponsor in 2004, suggesting that it needed stable funding, expanding from the image of the art market for art sales, holding various academic events, and implementing trends in the biennale. In particular, while making good use of London's cultural and artistic infrastructure, art galleries and galleries held exhibitions promoting or focusing on their own art during the Frieze London period, expanding the entire city to cultural and artistic sites. Through this thesis, I hope it can be applied to festivals as well as domestic art fairs. 런던의 잡지회사인 프리즈(Frieze)가 기존의 아트페어와 차별화된 젊고 실험적인 작품을 대거 선보이는 런던 프리즈 아트페어(Frieze Art Fair)를 2003년 시작하였으며 이후 2012년 뉴욕, 2019년 로스앤젤레스에 이어 2022년 서울까지 개최도시가 확장되었다. 여타 국제적인 아트페어와 비교했을 때 상대적으로 역사가 길지 않은 프리즈 아트페어는 단시간에 세계 3대 아트페어로서 미술시장을 넘어 미술계에서 입지를 강화하고 있다. 또한 아시아권에서 프리즈 서울이 처음으로 개최되면서 미술시장에 대한 국내외의 관심이 더욱고조되는 상황이다. 특히 미술시장이 작가와 비평가 중심에서 아트 딜러와 컬렉터 중심으로 그리고2000년대 이후에는 경매회사와 아트페어 중심으로 형성되고 있으며, 아트페어가 국제 미술계에서입지는 강화하는 추세이다. 이러한 미술시장의 흐름 속에서 프리즈 런던의 성공 전략을 기업의 후원및 마케팅 차원과 전시의 관점, 도시의 관점에서 분석하고자 한다. 프리즈 런던은 도이치뱅크가 2004년부터 메인 스폰서로 협찬하기 시작하면서 그 규모가 크게 확장되었으며, 이는 곧 안정적인 재원 조달이 필요함을 시사한다. 이와 함께 프리즈 런던을 전시의 관점에서 보면 동시대 미술의 담론 장인 비엔날레 등에서 보여졌던경향들을 미술시장 체제 안에서 실행시키면서 또 다른 미술적 권위와 담론의 지표로서 역할을 강화하고 있음을 알 수 있었다. 특히 런던의 문화예술 인프라를 잘 활용하면서 프리즈 런던 기간 동안 미술관및 갤러리들이 자국 미술을 알리거나 주력하는 전시를 개최하면서 도시 전역이 문화예술 현장으로활성화되고 있었다. 본 소논문은 런던 프리즈 아트페어의 성공 전략을 마케팅, 담론, 도시 활성화 차원에서 분석하면서국내 아트페어를 비롯해서 축제에도 적용하는데 목적이 있다.