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A Study on the Identification Theory in Mobile Messenger Emoticon and Brand Emoticon
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모바일 메신저 이모티콘과 브랜드 이모티콘의 동일시에 관한 연구

논문 기본 정보

Type
Academic journal
Author
Lee, Seung Young (협성대학교)
Journal
The Korean Society Of Design Culture JOURNAL OF THE KOREAN SOCIETY DESIGN CULTURE Vol.24 No.1 KCI Accredited Journals
Published
2018.3
Pages
481 - 493 (13page)
DOI
10.18208/ksdc.2018.24.1.481

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Result
A Study on the Identification Theory in Mobile Messenger Emoticon and Brand Emoticon
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Abstract· Keywords

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As an empirical research on a type based on the identification theory focusing on mobile messenger emoticon, the purpose of this study is to verify the identification in brand emoticon when being extended to brand. For this, a case analysis and an identification-type research were carried out targeting emoticons that Kakao talk emoticon and brand produced and widely distributed. A research method was progressed a theoretical consideration centering on documentary data. Emoticon materials were collected and analyzed through Kakao talk emoticon store and internet DB.
As a result of the research, the emoticon identification in mobile messenger users can be divided into three types in role, situation and emotion. The classification was made to express with the role identification through empathy as emoticon ‘like me,’ with the situation identification of assisting every situational context, which is experienced in similar everyday life, and with the identification with own emotion through projecting own feeling and thinking related to all sorts of emotions. A type of making brand emoticon was indicated to be the highest in a case of using affiliation · cooperation with the famous character, cartoon and illustration artists, and was surveyed to be produced with the application of own character and advertisement model. Number of one set for brand emoticon was surveyed to be the highest with 12 pieces. A type of Anicon appeared to be high in a case of situational expression, which produces with including a subsidiary situation.
As a result of having developed the process of sharing and signifying the brand by type based on the role, situation and emotion identification in brand emoticon, the role identification in brand projected brand identity through a role suitable for the target of a product, and extended consumers’ identification and loyalty to brand through using a character and a star model. The situation identification functioned effectively in the aspect of brand identification with the application in the situational context through forming consumers’ daly or specific situation based on the associations related to a product property. Also, the emotional identification process in communication was made by projecting self-feeling through brand emoticon with delivering all sorts of emotions by the medium of emoticon to consumers and with mutually arousing affective and emotional response.
A classification on a type of mobile messenger emoticon and brand emoticon identification has no mutually exclusive category, and was existed mutual relationship and flexibility. For continuous application and extension along with an attention to brand emoticon, a consistent research is needed on the selection and development in emoticon item, which may increase the expressiveness of brand identity in consideration of consumers’ role, emotion and situation identification, and on consumers’ ego identification.

Contents

Abstract
국문초록
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 모바일 메신저 이모티콘 동일시
Ⅳ. 브랜드 이모티콘 동일시
Ⅴ. 결론
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UCI(KEPA) : I410-ECN-0101-2018-600-001801922