존 듀이 경험이론을 적용한 스토리텔링 마케팅에 관한 연구 - 제품 광고디자인을 중심으로 -

Abstract

Nowadays ‘Product Design’ starts to provide not only ‘Intensive Technology’ but ‘Design Marketing’, which called emotional design, the plus alpha what modern society wants. Moreover, ‘Storytelling’ has been added to the emotional design and helped it to become more familiar to humans. To achieve success in design marketing based on storytelling, we need to evaluate traditional way of marketing tools. Also this thesis would help to understand effects of storytelling marketing that user may feel based on theory of experience by John Dewy. Storytelling here means the story that product owns. This thesis is analyzed various research cases by looking at what remarkable points the story contains and how the story touches customer’s sensibilities to accelerate purchase.