시각과 청각의 감각기관을 통한 의외성 표현연구

Abstract

본 연구는 우리 주위에서 간과해버렸던 오브제를 도구 삼아 그 고유의 특징(시청각을 중심으로)을 뒤집음으로써 주목 받을 수 있는 의외적인 상황을 연출하여 오브제의 소중함을 느끼게 하고, 차별화 전략을 위한 임팩트의 한 가지 방법으로 자극을 높여 흥미와 재미를 유발시켜준다는데 그 목적을 두고 있다. 또한 의외성에 관한 이론적 고찰과 인간의 감각기관에 관한 이해와 함께 이들이 서로에게 미치는 상호작용에 관해서 알아본다. 여기서의 이론적 고찰이란 기억과 경험 그리고 고정관념의 관계에 관한 것과 이들이 의외성과 어떠한 관련이 있는지를 알아보는 것이다. 여기에서 중요한 점은 인간의 세 가지 기억구조 (단기기억 – 작업기억 – 장기기억) 중 장기기억 속에 고정관념처럼 자리잡고 있는 기억을 추출하여 재구성한 뒤 작업기억이라는 저장창고에 기억하게 만드는 것이다. 보다 쉬운 이해를 위해서 다양한 사례와 영상작품을 보여주게 된다.;Marketing tools using sensitivity that induce a customer to buy is known as a very important trend in our time. Furthermore, if it is possible to exclude all the common senses, customs, and stereotypes, and sublime them into a rather ‘unique notion’ or ‘counter-concept’, it would definitely stimulate the customers’ purchasing power. This implies not only for the marketing field, but also to all parts of politics, management, society, and culture. Recently, we can find many organizations that have made tremendous amount of profit through original ideas and surpassing advertisements. They have opened a new era, showing something ‘different’ rather than ‘common’. Ideas originate from the memory of a human being. Human beings formulate a memory through experience, thus the two may be defined proportional. Also, these memories that we have tend to mold into a fixed idea (stereotype) in our minds. In large, after the age of 35, the way a person sees and thinks is obtained by a force of habit. 90% of everyday matter is relied on familiar practice, consequently forming a force of habit. This is the result of experience and repeated learning. By relating stereotype and unexpectedness, we can find out that the less the stereotype, the frequent unexpectedness occurs. For example, during a sensitive childhood, unexpected situations occur very so often in one day. For a child, everything that happens around him/her is all a new and surprising experience. From these experiences, a child learns what danger is, forbidden rules, ways of speaking, and courtesy from parents or teachers. These experiences tend to form what is called fixed ideas. It would be an extraordinary memory if it was obtained by the five senses -sight, smell, hearing, taste, and touch. From this point, we can apply a twist of thoughts, in other words, counter concept marketing. The thesis explains a change of speculation in unexpected situations, using the two senses of human being. First, theoretical contemplation on unexpectedness and the human senses, and the interaction of the two will take place. The theoretical study hereby means the relationship between memories, experiences, and stereotypes, and its conjunction to unexpectedness. The important thing here is that among the 3 structures of the human memory-short term, mid, and long term- we sort out the long term memory, which acts as a fixed idea or stereotype, and reset it in a mid term memory warehouse. For an easier comprehension, various cases and multimedia will be shown. This research is based on familiarity, that is, situations and matters that takes place in everyday life. In coherence, creativeness that challenges stereotypical ideas does not come from extensive situations, but from situations of detail. A change in thought is expected to contribute as an essential tool in making a creative ad and be utilized in diverse fields.