낯설게 하기기법을 활용한 브랜드디자인의 의외성 표현 연구

김병옥(Byeong Ok Kim) 한국디자인문화학회 2010 한국디자인문화학회지 Vol.16 No.3

마케팅 현장에서는 브랜드의 양적 팽창에 따른 제한된 소비자의 주의 용량을 차지하기 위해 치열한 경쟁을 벌이는 상황이 전개되고 있다. 그것은 소비자들이 선택적 지각에 따라 대부분의 브랜드 정보들을 무시해 버리거나 차단해 버리기 때문이다. 이러한 마케팅 상황에서 브랜드에 대한 주목과 기억효과의 측면에서의 ‘의외적 표현’은 매우 효과적이고 설득적인 방법이며, 브랜드 커뮤니케이션을 효과적으로 수행하기 위한 브랜드 차별화 요소로서 독창적이며 신선한 표현이 될 수 있다. 따라서 본 논문은 브랜드디자인 표현방법에 대한 새로운 접근으로서 ‘낯설게 하기’(defamiliarization)를 통해 의외적 표현 방법을 모색하고자 하였다. 의외적 표현을 도출하는 ‘낯설게 하기’의 방법론으로는 두 가지의 접근 방법이 있음을 제안하였다. 그 첫째가 사물의 내면에 깔려 있는 다양한 의미를 찾아내어, 습관화를 지향하는 디자인에 자극을 주는 ‘의미 지향적’인 낯설게 하기와 새로운 관계에 의해 만들어지는 물질이라는 특질화된 대상을 이용하면서 다양한 질서를 찾아내어 기존의 디자인 방식의 친숙함을 새롭게 관계 맺는 ‘의미 부재적’인 낯설게 하기이다. 또한 이러한 ‘낯설게 하기’를 통한 의외성 형태의 생성 매커니즘을 통해 디자이너들이 형태를 발전시킴을 청각적 의외성과 시각적 의외성 사례를 통해 알 수 있었다. 청각적 의외성 사례로는 현재의 시장 경쟁상황이 첨예한 통신관련 업종의 브랜드 네임을 제시하였고, 시각적 의외성의 사례로는 브랜드 차별화의 현장성이 강한 패키지디자인을 선별하여 제시하였다. 그 결과 의외적 표현의 매커니즘은 전형적 표현과 비교하여 볼 때 훨씬 다양하고 새로운 형태와 의미를 발견하고 브랜드 마케팅 측면에서 브랜드 인지, 주목성, 기억성을 제고하고 브랜드 차별화에 긍정적으로 기여할 수 있는 가능성을 가지고 있다는 것도 확인할 수 있었다. 따라서 이제 브랜드 차별화를 위해서는 경쟁 브랜드와는 다른 방식으로 고유의 개성을 살리는 의외적 표현이 필요하다. 왜냐하면 소비자는 자신의 독특한 내면적 가치, 즉 사회적으로 자신이 드러내고자 하는 가치와 개성에 부합하는 대상에 긍정적 태도를 형성하고 반응하기 때문이다. With the quantitative expansion of brands, the field of marketing is overheated with competition for attracting consumers` limited attention. It is because most of brand information is ignored or blocked by consumers` selective perception. In such a marketing situation, ‘unexpected expression’ is a very effective and persuasive method for making consumers pay attention to and memorize a brand, and can be a new original expression that differentiates the brand through effective brand communication. Thus, this study purposed to explore the unexpected expression method through ‘defamiliarization’ as a new approach to brand design expression. We suggest two approaches as the methodologies of ‘defamiliarization’ that derives unexpected expressions. One is ‘meaning?oriented’ defamiliarization that finds various meanings underlying the inside of things and stimulates designs pursuing habituation, and the other is ‘meaningless’ defamiliarization that finds various orders using characterized objects, which are substances created by new relations, and establishes a new relation with the familiarity of conventional ways of design. In addition, we found cases of auditory and visual unexpectedness showing that designers develop forms by the mechanism of generating unexpected forms through ‘defamiliarization.’ Brand names of communication?related businesses in the situation of sharp market competition were suggested as cases of auditory unexpectedness, and package designs with strong field contextuality as cases of visual unexpectedness. According to the results, the mechanism of unexpected expression had a possibility of finding much more diverse fresh forms and meanings compared to conventional expressions, enhancing brand recognition, attention and memory, and making a positive contribution to brand differentiation. For brand differentiation, accordingly, we need unexpected expression that exposes the unique originality of a brand in a way different from competing brands. It is because consumers assume a positive attitude toward and respond to objects that agree with their unique internal value namely, the value and individuality that they intend to reveal socially.

「からして」「さえ」「まで」における他者の特徴

白松宗(백송종) 한국일본어학회 2019 日本語學硏究 Vol.0 No.62

본 연구는 일본어 조사의 한 분류인 도리타테시 「さえ」, 「まで」와 도리타테 성격을 띠는 「からして」의 의미의 특징에 대해 기술한 논문이다. 이 셋은 모두 의외성을 나타낸다. 공통점은 문장에 드러나는 ‘자자(自者) X’의 성질은 의외성이지만, 문장에 드러나지 않는 ‘타자(他者) Z’의 성질은 당연성이라는 점이다. 차이점은 문장 안에서 드러나지 않는 요소인 ‘타자(他者)’의 특징에 있다. 「さえ」, 「まで」, 「からして」의 ‘타자(他者)’의 특징은 첫째 ‘타자(他者)-긍정(肯定)’이 ‘단정(断定)’인지 ‘상정(想定)’인지에 따라 다르다. 둘째 ‘타자(他者) Z’를 제외한 그 나머지 ‘타자군(他者群)Y’의 성질이 당연성인지 의외성인지에 따라 차이가 있다. 이 두 가지의 차이점에 따라 이 셋은 각각 문장에서 역할을 나누고 있는 것으로 생각된다. 특히 ‘「まで」의 ‘타자군(他者群)Y’의 성질이 당연성에서 의외성으로 진행되는 것에 대해서는 향후에 고찰이 더 필요하다. This study describes the characteristics of the meanings of Toritateshi Sae and Made, and Karashite which has the nature of Toritate. These three particles basically indicate unexpectedness in sentences. A common feature of these three particles is that the nature of ‘jisya X’ (or the element marked by these particles), which is revealed in sentences, is unexpectedness, and the nature of ‘Tasha Z’ (or the other element in the range) is reasonableness. Differences of these three particles are in the characteristics of ‘Tasha’, which is an element not revealed in sentences. The characteristics of Tasha vary depending on, first, whether the ‘Tasha-Positive’ is ‘assertive’ or ‘presumptive’, and second, whether the nature of the remaining Y excluding ‘Tasha Z’ is reasonableness or unexpectedness. It is thought that the three postpositional particles play different roles according to these two differences. In particular, further investigations are required to the transition of the nature of Y of Made from reasonableness to unexpectedness.

담화표지 ‘다’에 대하여

구종남(Koo Jongnam) 한국언어문학회 2008 한국언어문학 Vol.67 No.-

The purposes of this paper are to elucidate the syntactic and semantic properties of discourse marker ‘da’(all). Generally ‘da’ is used as a adverb or noun, but it can be used as a discourse marker, too. In this paper I showed several evidences which support ‘da’ to be a discourse marker, and explored the meanings and syntactic phenomena of ‘da’. ‘Da’ appears with high frequency in oral discourse and has no lexical meaning, so it is optional in sentence. ‘Da’ can appear sentence medially and finally as well. I argued that the main function of ‘da’ is to represent the speaker’s unexpectedness. Also in this paper I discussed the process that ‘da’ becomes a discourse marker. I demonstrated that discourse marker ‘da’ had been derived from adverb/noun through the pragmatic strengthening in grammaticalization.

적극적인 고객 참여를 위한 사용자 경험으로서 의외성에 관한 연구

김성훈,이규태 (사)디지털산업정보학회 2010 디지털산업정보학회논문지 Vol.6 No.4

The precent, many outdoor advertisements in the media has such experience. Looking at the trend of outdoor advertising media, visual stimuli, causing extreme curiosity, stimulate emotion, expression, such as illogical to consumers using a variety of unexpectedness "surprising expression" attempt to give a strong impression on consumers appears to can. In this study, outdoor advertising media, outdoor advertising is now through the case study to evaluate the characteristics of the media in the unexpectedness, in the process based on components derived extraordinariness configure Tetrad Map and extraordinariness factors of outdoor advertising media Analysis of the key elements to configure the user experience factor that has the purpose of identifying the characteristics extraordinariness. As a result of analysis of outdoor advertising media element to configure the Visual / Installation / Technology / Story of the most important factors acting Visual elements were found to be leveraging. Components, as well as factors was higher than the interest factor involved. So now with the development of outdoor advertising media, the unexpectedness expression appears in the flow, limited to the visual aspect of extraordinariness factors that could be seen being used. Characteristics of outdoor advertising media in the past did not deviate more as consumers look to stimulate the technical attributes of a visual form that could be seen to be extended.

현대패션에 나타난 위트에 관한 연구 ╶ 제레미 스캇(Jeremy Scott)과 모스키노(Moschino) 컬렉션을 중심으로╶

이정화(Jeong Hwa Lee),전재훈(Jae Hoon Chun) 경희대학교 산학협력단 예술디자인연구원 2017 예술· 디자인학연구 Vol.20 No.1

본 연구는 제레미 스캇(Jeremy Scott)과 모스키노(Moschino)의 컬렉션에 나타난 작품분석을 통해 그 안에담긴 ‘위트(Wit)’ 및 표현 특성을 살펴보고자 하였다. 위트라는 개념의 정립을 위해 관련 전문서적과 선행연구를통한 문헌연구를 시행하였다. 제레미 스캇과 모스키노의사례연구는 컬렉션분석을 통해 이루어졌다. 연구범위는제레미 스캇의 경우 최근5년 간 (2013F/W~2017F/W)의컬렉션을 대상으로 하였고, 모스키노의 경우 제레미 스캇이 크리에이티브 디렉터로 임명 된 후인 2014년 F/W컬렉션부터 가장 최근인 2017F/W 컬렉션까지를 대상으로하였다. 연구 결과 제레미 스캇과 모스키노의 컬렉션에나타난 표현특성 중에는 의외성이 두드러졌는데, 이를 다시 오브제 사용의 의외성, 소재조합의 의외성, 형태 변형의 의외성, 텍스트에 의한 의외성으로 세분할 수 있다. 제레미 스캇과 모스키노의 디자인은 의외성을 통해 디자인 수용자들에게 놀라움을 야기하거나 신선한 충격과 재미를 주는 것으로 나타났다. In this study, we tried to examine the ‘wit’ and analyze its expressive characteristics in Jeremy Scott’s and Moschino’s fashion designs. In order to establish the concept of the wit, literature research was carried out through related books and prior research. The case study of Jeremy Scott and Moschino has done through analysis of their collections. The scope of this study covers Jeremy Scott’s collections for the last five years(2013F/W~2017F/W) and Moschino’s from the 2014F/W collection to 2017F/W. As a result of the research, the most remarkable characteristic of the expressive characteristics of the wit in the designs of Jeremy Scott’s and Moschino’s was the unexpectedness; the unexpectedness of object use, the unexpectedness of material combination, the unexpectedness of form deformation, and the unexpectedness by text. Especially, Jeremy Scott’s and Moschino’s designs gave surprise or fresh shock and fun to people through the unexpectedness of their wit.

Unexpectedness Effect: The Emphatic Determiner with Gradable NPs in Korean

( Kang Arum ) 한국현대언어학회 2018 언어연구 Vol.33 No.4

The main goal of this paper is to investigate the pragmatic contributions of Korean GU. The data deals mainly with the cases where GU receiving high prosodic prominences co-occurs with gradable NPs, and the utterance marked by GU expresses speaker’s strong surprise. Thus far, many theories about the meaning of gu have centered on the analysis of its function as being non-emphatic (i.e., demonstrative gu ‘that’ and/or definite gu ‘the’). While it has sometimes been recognized that the interpretation of GU is emphatic occurring in an unexpected context, the exact nature of the semantico-pragmatic meaning has not been properly understood. In the present article, I propose a novel function of the emphatic GU by suggesting that the meaning of the emphatic GU is distinct from the non-emphatic gu: when GU co-occurs with noun phrases modified by adjectives, it functions as an emphatic marker and raises the unexpectedness effect. In this vein, GU plays a role as a scalar intensifier that contributes scalar implicature associated with the least likely end on the likelihood scale. Since the proposition with a low likelihood was out of the subject’s expectation, the speaker’s strong surprise arises. The implication of my findings is that the emphatic GU needs to be considered as a novel device for the focus marker implicating mirativity which intensifies speaker’s strong surprise at the low likelihood. (Korea University)

Characteristics of the athleisure look in the Alexander Wang’s collection

Jung Hee Park,Younhee Lee 복식문화학회 2017 服飾文化硏究 Vol.25 No.6

The purpose of this study is to analyze Alexander Wang’s collections representing the athleisure look, and suggest a multilateral direction for fashion design based on the data. The present study examines literature, journals, and mass media to define the athleisure look and understand the background of its emergence, and assess its key design characteristics. The collections examined are from 2007 fall/winter to 2017 spring/summer, and T by Alexander Wang from 2011 spring/summer to 2016 fall/ winter. A total of 446 photos were collected and verified by a group of experts. The characteristics of the athleisure look in Alexander Wang’s collections were described by the following themes: dynamism (39.46%), unexpectedness (34.30%), sensuality (14.57%), and resistance (11.65%). Results revealed a number of findings: First, regarding the sensuality of the athleisure look found in Alexander Wang’s collections, it was found to exhibit the lines of the human body and highlight sexiness and healthy beauty - with either direct or indirect body exposure. Second, the concept of dynamism is the most frequently seen - utilizing items with a comfortable or loose fit or materials that are flexible to enhance activity. Third, resistance appears as a specific style using aggressive and rough decorations. Alexander Wang’s signature color, black, appears often, and showcases resistance through black clothing and fashion. Fourth, the unexpectedness of the athleisure look found in Alexander Wang’s collections creates its own uniqueness with playful expressions made by various materials’ mixed and matched or made visually fun.

Unexpectedness Effect: The Emphatic Determiner with Gradable NPs in Korean

강아름 한국현대언어학회 2018 언어연구 Vol.33 No.4

The main goal of this paper is to investigate the pragmatic contributions of Korean GU. The data deals mainly with the cases where GU receiving high prosodic prominences co-occurs with gradable NPs, and the utterance marked by GU expresses speaker’s strong surprise. Thus far, many theories about the meaning of gu have centered on the analysis of its function as being non-emphatic (i.e., demonstrative gu ‘that’ and/or definite gu ‘the’). While it has sometimes been recognized that the interpretation of GU is emphatic occurring in an unexpected context, the exact nature of the semantico-pragmatic meaning has not been properly understood. In the present article, I propose a novel function of the emphatic GU by suggesting that the meaning of the emphatic GU is distinct from the non-emphatic gu: when GU co-occurs with noun phrases modified by adjectives, it functions as an emphatic marker and raises the unexpectedness effect. In this vein, GU plays a role as a scalar intensifier that contributes scalar implicature associated with the least likely end on the likelihood scale. Since the proposition with a low likelihood was out of the subject’s expectation, the speaker’s strong surprise arises. The implication of my findings is that the emphatic GU needs to be considered as a novel device for the focus marker implicating mirativity which intensifies speaker’s strong surprise at the low likelihood.

On Concession

Kim, Yong-Beom Korean Society for Language and Information 2002 언어와 정보 Vol.6 No.1

This paper proposes that concession should be analysed in terms of inferences based on the likelihood of event occurrence and that an alternative set of events should be presupposed in such inferences. In order to give an empirical content to this proposal this paper discusses the pragmatic aspects of the English word even and the Korean morpheme -lafo and claims that the notion of likelihood is the basis of the pragmatic inference of concession and the quasi-universal quantification erect. It is also claimed that unexpectedness, which is conceptually tied to concession, on the other hand, pertains to the same kind of pragmatic inference but presupposes the existence of an alternative set of individuals instead of an alternative set of situations.

On Concession

( Yong-beom Kim ) 한국언어정보학회 2002 언어와 정보 Vol.6 No.1

This paper proposes that concession should be analysed in terms of inferences based on the likelihood of event occurrence and that an alternative set of events should be presupposed in such inferences. In order to give an empirical content to this proposal this paper discusses the pragmatic aspects of the English word even and the Korean morpheme -lato and claims that the notion of likelihood is the basis of the pragmatic inference of concession and the quasi-universal quantification erect. It is also claimed that unexpectedness, which is conceptually tied to concession, on the other hand, pertains to the same kind of pragmatic inference but presupposes the existence of an alternative set of individuals instead of an alternative set of situations. (Kwangwoon University)