시각적 은유 이미지의 정보적 속성(구체적 속성/추상적 속성)에 대한 탐색적 연구

박진우(Jin Woo Park),이종민(Chong Min Lee) 한국광고홍보학회 2014 한국광고홍보학보 Vol.16 No.3

광고의 수사적 표현과 관련된 연구들은 주로 시각적 이미지가 아닌 언어적 메시지에 대한 연구가 주를 이루고 있다. 본 연구의 목적은 광고의 시각적 이미지의 은유적 표현에 대한 효과를 살펴보는 것이다. 이를 검증하기 위해 이미지에서 제시하는 정보는 ‘구체적인 속성’과 ‘추상적인 속성’으로 구분하였으며, 은유적 표현방법은 ‘사실적 관계’, ‘치환’, ‘인위적 관계’의 세 가지로 구분하였다. 연구 결과 ‘추상적 속성’에서는 표현방법과 관계없이 은유적 표현이 명시적 표현에 비해 광고태도에 긍정적인 것으로 나타났다. ‘구체적 속성’에서는 ‘사실적 관계’에서만 그 차이가 유의미한 것으로 나타났다. 따라서 시각적 은유는 ‘추상적 속성’에서 더욱 효과적이라 할 수 있다. 반면 ‘구체적 속성’에 대한 시각적 은유는 광고에서 제시되는 이미지 정보의 특성을 고려해야 할 것이다. Metaphor appears frequently in contemporary advertising. Advertising research are mainly investigated in the verbal metaphor rather than the visual metaphor. The purpose of this study is to test the visual effect of visual metaphor in advertising. In order to verify this properties, visual image information was divided into ‘concrete attribute’ and ‘abstract attribute’ and the type of visual metaphor was separated by the ``real relationship``, ``substitution``, ``artificial relationship``. In ‘abstract attribute’, The results show that, regardless of visual metaphor type, ads with metaphor are more effective than non-metaphor ads. The ``real relationship`` in ``concrete attribute`` showed that only the difference is significant. As a result of this research, ‘abstract attribute’ may be more effective than ‘concrete attribute’ in visual metaphor advertising. ``Concrete attribute`` presented in a visual metaphor is that advertising should be considered the characteristics of the image information.

토마스 하디의 『광란의 무리를 멀리하고』에 나타난 시각적 표현

박상만(Park, Sang-Man) 강원대학교 인문과학연구소 2013 인문과학연구 Vol.0 No.37

이 논문은 토마스 하디의 『광란의 무리를 멀리하고』에 나타난 시각적인 특징을 연구하고 하디의 예술적인 기술을 재조명하는 것을 목적으로 삼는다. 이 작품은 웨섹스라는 현존하는 지역을 배경으로 하고 있어, 실재 세계 속에서 그 곳의 형상과 의미를 추적하고, 독자들의 친숙한 인식과 시각적 힘을 결합하여 아름다운 자연을 묘사하고 있다. 하디는 이 작품에서 독특한 대조와 양면성을 사용하여, 이 세상의 이중적 속성과 인간해석의 아이러니에 대한 그의 예술적 개념을 시각적으로 반복 사용한다. 또한 이 작품 속의 등장인물들은 하디가 주제별로 사용하고 있는 특징들을 시각적으로 표현해주는 효과를 내고 있으며, 각각의 시각적 장면들은 단지 그림처럼 제시된 것이 아니라, 강렬한 감정을 내포하고 있다. 하디는 이 작품에서 농촌 공동체의 생활과 공동체 사람들의 열망과 좌절, 복합적인 인간관계를 시각적으로 표현하여, 당시의 농촌 공동체가 변화해 가는 것에 대한 아쉬움과 변화할 수밖에 없는 당위성에 대한 현실 인식을 보여준다. 또한 등장인물들의 강렬한 응시행위가 성 문제나 계급 문제와 관련되어 있으며, 풍경묘사는 눈앞에 보이는 대로의 풍경에 그치지 않고 주인공의 심리와 밀접히 연관되어 있다. 본 논문은 하디의 『광란의 무리를 멀리하고』에 나타난 특유의 시각적 표현과 당시 웨섹스 지역에 대한 그의 섬세한 현실인식을 유기적으로 연관지어, 기존의 목가적인 연구를 넘어 시각적 예술성에 초점을 맞추는 데 의미를 두고 있다. This paper aims to study visual artistic features and re-illuminate Hardy"s artistic skills. Far from the Madding Crowd is the first of Hardy"s novels to show a distinct pattern of visual artifice, and the first to show consistently the extended relationship between the mental and physical states, between the worlds of absolute reality and imagined truth. In this novel, Hardy represents the qualities exploited thematically through the characters. Especially the use of color and the imagery makes a fairly consistent pattern throughout the novel, especially relating to the triangle of Bathsheba, Troy and Fanny Robin. Many sharpest scenes in this novel are not only visual effects but they also serve a double purpose, portraying conflicting emotions and ambiguous feelings more surely than any direct exposition could do. To a large extent this is an inevitable result of Hardy"s dramatic visualization of key scenes. The final impression of this novel is of its simplicity and clarity, of the abundance and colour of its miniature dramas, rather than of any deep and complex philosophy of life. Hardy suggests that the power of human love can be a powerful creative force, even one of universal imports. (Wonkwang University)

건축재료의 시각적 질감 속성에 관한 인지 특성 연구

창쩌위안,한정원 대한건축학회 2023 대한건축학회논문집 Vol.39 No.8

This study aims to discern the distinctive attributes of visual texture in architectural materials, and subsequently analyze the cognitive trendsin visual perception, distinguished by the target audience. Three distinct categories of texture attributes were extracted from various buildingmaterials, followed by a cognitive experiment involving 120 participants, accounting for both their academic majors and genders. The resultsindicated the vein image, referred to as I-V, a cognitive inclination emerged towards eliciting sensations of lightness, flexibility, naturalness,stability, universality, and comfort. Conversely, the grain image, referred to as I-G, exhibited a visual effect imbued with three-dimensionalityand an uneven surface, conveyed through the texture of the grains. When examining the vertical and horizontal pattern, referred to as I-P1,participants perceived a sense of stability and orderliness, while the diagonal pattern, referred to as I-P2, was characterized by a dynamic andfree-flowing essence. In terms of the cognitive attributes pertinent to distinct subject groups, a notable difference in cognitive perception wasdetected predominantly in the I-V category, more prominently attributed to variations in design majors rather than gender differences. Thisdistinction was particularly pronounced in the context of physical properties. For the I-G category, discernible cognitive biases were noticeableprimarily within the male design-major cohort, with minimal variations observed in other groups. Similarly, cognitive biases were evident inthe male design-major subset for I-P1, primarily within the realm of physical characteristics. In contrast, for I-P2, significant differences incognitive attributes arose based on design-major status, where cognitive variations of physical properties exceeded those related to materialexpressive properties. 본 연구는 공간의 디자인에서 재료의 시지각적 역할을 파악하는 것을 목적으로 진행되었으며, 이를 위해 건축재료 자체의 시각적 질감 속성이 어떠한 특성으로 인지되는지를 분석하고, 디자인 전공 및 성별로 구분된 대상자 집단에 따라 시각적 인지 경향이 어떻게 차별화되는지를 분석하였다. 건축재료는 공간 구축 및 표현 요소로서 인간이 공간을 이해하고 지각하는 과정에서 주요한 시각적 참고 요소이기도 하다. 재료에 의하여 공간 내 환경이 형성될 수 있으며, 공간 환경에서 인간의 지각 및 인지 과정에 무의식적인 영향을 야기시킬 수 있었다. 따라서 재료가 나타내는 시지각 특성은 주로 재료 질감의 시각적 표현 속성을 인지하는 과정이며, 이에 따라 다른 종류의 재료 질감에 의한 인식 및 인지 경향에 차이가 나타나는 것을 파악할 수 있었다. 본 연구의 결과는 공간의 디자인에서 재료의 시지각적 역할에 관한 정보를 제공하고 재료의 물질성 적용과 이를 활용한 계획방법을 모색하는데 도움이 되는 자료가 될 것이라고 판단된다.

재래시장의 시각적 점포환경 속성에 따른 재래시장 패션점포의 현황분석

박현희 ( Hyun Hee Park ),전중옥 ( Jung Ok Jeon ) 대한가정학회 2008 Family and Environment Research Vol.46 No.6

마케팅수단으로서의 캐릭터가 갖는 속성 요인과 소비자 선호도와의 영향관계 연구

오동욱,최인혁 한국고객만족경영학회 2007 고객만족경영연구 Vol.9 No.1

This study classifies the factors related to the major attributes of character and the level of consumers' involvement in the character and considers the major attributes of character in an exploratory way, as the character affects the consumer preference depending on the level of consumers' involvement in it which is getting increasing important recently as a way of powerful communication for companies and services to reinforce the familiarity, overall personality, identity, and memory. The analysis on the effect of major attributes of character on the consumer preference indicates that two factors like the visual uniqueness factor and emotional sympathy factor which belonged to the major attributes of character affected the consumer preference, and the emotional sympathy factor had a greater effect on the preference of customer for character. The effect of interaction from the perspective of involvement was analyzed to validate whether the major attribute of character had different effect on the consumer preference depending on the level of involvement in the character. It turned out that emotional sympathy factor, emotional involvement and interaction of perceptional involvement had significant effect on the consumer preference, which implies the effect on the consumer preference increases in proportion to the degree of emotional involvement. 본 연구는 최근 기업이나 서비스에 대한 친근감, 정체성 정립, 기억력을 높이는 강력한 마케팅 수단으로서 그 역할이 증대되고 있는 캐릭터의 주요속성에 관한 연구이다. 본 연구에서는 캐릭터의 주요속성과 캐릭터에 대한 소비자들의 관여차원 요인들을 유형화하고, 캐릭터에 대한 관여차원별로 소비자의 선호도에 미치는 주요속성의 영향력을 탐색적으로 살펴보고 있다. 연구 결과, 캐릭터의 주요속성 요인은 시각적 독창성 요인, 정서적 공감성 요인 등 2개의 요인으로 유형화되었으며, 주요속성 요인이 소비자 선호에 미치는 영향관계를 규명한 결과, 시각적 독창성 요인, 정서적 공감성 요인 모두 긍정적인 영향을 미치는 것으로 나타났으며, 이 중 정서적 공감성 요인이 소비자의 캐릭터 선호에 더 높은 영향을 미치는 것으로 나타났다. 또한 캐릭터 관여차원(정서적 관여, 인지적 관여)에 따라 캐릭터의 주요속성이 소비자 선호에 미치는 영향이 다른가를 검증하기 위해 관여차원의 상호작용 효과를 분석한 결과, 정서적 공감성 요인과 정서적 관여 및 인지적 관여의 상호작용이 소비자 선호에 미치는 영향은 유의한 것으로 나타나 정서적 관여가 높은 경우에 소비자 선호에 미치는 영향력이 높아짐을 나타내고 있다.

온라인 패션 쇼핑몰의 첫인상과 시각적 속성 지각에 관한 연구

이미연,강승희 한국니트디자인학회 2011 패션과 니트 Vol.9 No.2

This study aims to examine the differences in the awareness of the first impression as well as the visual attributes of online fashion malls among internet users who had previously purchased clothing or accessories online. Responses were divided based on gender, age, and satisfaction with apparel purchases. The survey was conducted on male and female college students, and a total of 286 responses were used. The findings are as follows:First, with regard to the first impression of online fashion malls, female students expressed a preference for a first impression that gave cute and feminine images, while male students preferred a first impression that offered brilliant and strong images. It was found that the students aged 19∼22 more strongly preferred fashion shopping malls that gave a unique first impression than students aged 23∼28. In addition, it was found that the group expressing higher satisfaction with their apparel purchase preferred malls that give a first impression that could be described as feminine, unique, or classy. Second, with regard to the visual attributes of online fashion shopping malls, male students valued the speed and visibility of fashion shopping malls more highly than female students. It was found that students aged 19∼22 valued the convenience of online shopping malls more highly than those aged 23∼28. It was also found that the group that expressed a higher satisfaction with their apparel purchases more sensitively perceived visual attributes such as design, speediness, ease of use, visibility, convenience, variety and information on products in the malls.

3D그래픽 엔진을 利用한 動的 視覺構造 分析에 관한 基礎硏究

김석태(Kim Suk-Tae),전한종(Jun Han-Jong) 대한건축학회 2008 대한건축학회논문집 Vol.24 No.9

With the social industrialization, the necessity on a theory of a space analysis has been raised to objectively evaluate a space. Although the qualitative analysis on a space structure became a main stream at an early stage, the quantitative analysis such as a statistical method and a method by way of a graph theory began to be gradually highlighted in 1970s. In this regard, the graph theory is more highlighted with its intuitive simulation possible to be directly applied to a design process through a virtual model. However, under the current trend where a utilization of an architectural space is three-dimensional and the boundary between rooms is vague, the existing graph theories has, still, not overcome a plane analytic scope. In particular, a limitation to a type analyzing a fixed point of time has become a cause of encountering a theoretical and fundamental limitation. Based on theories of quantitative space analysis founded on the existing visual property, this study developed an analytic tool by using a 3 dimensional graphic engine as well as a realization of a space structure into 3 dimension and an analytic model in multiple points of view, compared it with a result of analysis by way of the existing theory, and verified the validity. In addition, by additionally proposing a directivity theory which supplemented the issue occurring since the existing theories did not recognize a target point and a visible angle, this study tried to present a new possibility in terms of a method of an analysis on space structure by using a graph.

경관평가를 위한 입체적 공간차폐 시뮬레이션 및 정량화 기술

김석태(Kim Suk-Tae) 대한건축학회 2011 대한건축학회논문집 Vol.27 No.2

Following the improvement of citizens’ level of consciousness and changing desire into environment-friendly residence thanks to increasing income and advancement, people’s interest is more focused on pleasant urban environment and urban development in the way of protecting its landscape. From this respect, the current broad and uniform legal system that controls residential environment and landscape is criticized to have a weak point in that it is difficult to implement flexible regulation in consideration of regional and locational properties. In addition, the discussion with public society would be impossible without quantitative index, and therefore the simulation of feasible analysis of blockage ratio is very important. History on the studies on preservation of landscape has lasted long up to now, and furthermore they are increasingly applied to the practice. Nevertheless, as most of them consist of two-dimensional analysis based on elevation, a lot of problems are exposed in the reality of Korea that has complex structure topographically. In addition, it lacks in efficiency with a uniform analysis methodology without any consideration of key landscape elements, and even difficult to be developed into the computed model, and therefore has a limit that it may not be applied in urban information system(GIS) too. Under this situation, this study is aimed at suggesting the method of quantifying urban landscape in three-dimensional way using 3-D simulation and then grasping its effectiveness by comparing it with the existing blockage ratio calculation algorithm. In analyzing this, 3-D virtual model was adopted, where the frequency of visual access between observational path and the node on Sky dome was checked, and then analysis methodology was set up as to how the visual pattern derived from this influence on the controlled landscape. In this way, four simulated alternatives having same gross floor area (floor area ratio) on the same land were suggested and analyzed, and the results were compared with the existing blockage ratio index to evaluate the effectiveness of this analysis methodology.

한국수어에서 관용어와 다의어 구분 문제 -[강하다]를 중심으로-

남기현 한국어의미학회 2021 한국어 의미학 Vol.74 No.-

Nam Ki-Hyun, 2021. A study on classification of idiomatic phrases and polysemous signs in Korean Sign Language–Focused on the [GANGHADA]-. Korean Semantics, 74. This study proposes the necessity of division between idiomatic phrases and polysemic signs in Koran Sign Language(KSL). We recognize as a problem that, in the meaning review of KSL idiomatic phrases, dependence on correspondent expressions of Korean language was traditionally found high. We discovered individual meanings for [GANGHADA] in the context. As a result, [GANGHADA] possesses five semes: 'hard(robust)', ‘strong’, 'rare occurrence of change of situation', 'no problem(confident)', and 'mentally strong.' Also the phrases [GOJIB] [GANGHADA] ‘stubborn’ have the definition of 'not yield one's ideas or will.' To judge [GANGHADA] as either polysemic sign or homographic sign, etymology was employed as the standard. In KSL there are found many signs that are generated based upon iconicity. If target signs have common origin of iconicity, they can be judged as having the same root. However, in judgment of homographic signs, [GANGHADA] has the same manuals but different non-manuals. So they can be seen as separate lexemes with different origins. However, The non-manual element of [GANGHADA] should be dealt with at a pragmatic level by revealing the speaker's feelings, feelings, and thoughts when expressing [GANGHADA] rather than functioning at the word level. Consequently [GANGHADA] shares both the semes of concrete strength and abstract strength. Common attributes of 'strong' exist for these semes; they can be seen as polysemic signs.