총 8페이지

8 APRIL3,2006
www.theargus.org
CULTURE
Culturemeltedintomarketing
What’s what
Findfunfromtheend
Culturemarketinggivesconsumersculturalvarieties
recognized as the cultural symbol of the
lightswereturnedoffagain.
ByChaHyun-jin
ByJoHyun-mi
urbanite who lives a busy daily life. We
SomeFilmsofferimagesspeciallymade
ReporterofCultureSection
EditorialConsultant
differentiateourselvesandusetheemotional
for credit. One of the best examples is
codes.”
“motion pictures” from recently released
I
A
nApril2005,Samsungofficiallymadea
Accurately speaking, this is not culture
s the ending credit is going up,
movie Umranseosaeng. Additionally,
guidebook written in Korean for the
marketing.Itjustsellsimagesbymakingthe
lights turn on and audience for the
King and the Clown showed some
Korean visitor to the Louvre Museum in
atmosphereoftheshopmoreluxurious.The
moviegooutofthetheater.Manypeople
memorablesceneswhichwereimpressive
Paris. The Louvre Museum is a huge
reason is that the benefits of culture don't
do not pay much attention to this ending
toaudience.
attractionformanytouristsfromalloverthe
come from drinking coffee in a well
credit. Meanwhile, there were some
A film distributor of Brokeback
world.BeforeSamsungmadethepamphlet,
decorated place but from satisfying
campaigns to watch it in Pusan
Mountain specially asked not to cut its
visitorsfeltinconvenientintheabsenceofa
customer’s cultural desires. If the coffee
International Film Festival. Moreover,
credits. It does not offer any special
Korean language guidebook. To solve the
price includes the cost providing cultural
some efforts to let audience watch these
feature. However, they referred that the
problem,thepamphletincludedexplanations
space,thepricehastobecutdownwhena
appear more and more frequently. In the
background music is part of the film,
of many valuable works of art, a detailed
customerwantstotakeoutthecoffee.They
following, some examples of significant
because these two songs perfectly depict
map of the museum from the basement to
are merely selling a cup of coffee, nothing
creditsequencescanbefoundthroughout
the movie. Considering the most
the third floor, including the convenient
more and nothing less. Such marketing
severalfilms.
impressivemusicisfrommovie’sclosure,
facilities.Itwasproducedandplacedinthe
problems are not just confined to this case
Importantscenesoftenarehidingbehind
closing music can be also a gift for
Louvre in 2005 with the help from the
alone. There are many examples of
lists in the credits. When the movie,
audience.
Samsung-French Coporation. This
companies blindly imitating culture
Untold Scandal was released, many
Afewfilms’creditappearsasaformthat
guidebook was provided by Samsung after
marketingfollowingthiskindofworldwide
watchersprotestedcuttingdownitscredit.
noonecouldimagine.InaFrenchmovie,
SempioSpace
the Louvre asked Samsung to produce a
trend. But strictly speaking, it is not culture
Intheendofthatscene,So-ok’sseizingof
Irreversible, the first scene is the credit
pamphletinKorean.Thisisagoodexample
Enterprisesprovidenotonlyculturalcontentsbutalsospaceforartists.
marketing.
thehouseholdwasshown.
which most people have thought would
of culture marketing, which has already
Another movie, Dawn of the Dead
appear in the end of the film. Moreover,
Desirabledirectionofculturemarketing
becomeanewtrend.
received the best Korea Musical Award in
in order to give them the opportunity to
shocksitsaudience.Intheend,theheroes
its direction is also different_top to
2002 was put on stage again. The Laneige
exhibittheirworks.
Culture marketing is a possible strategy
arebelievedtobesafefromzombies.Yet,
bottom,notbottomtotop.
Meaningofculturemarketing
branch of the Amore Pacific company
This provides a contribution to both the
whenacompanyunderstandsthe essenceof
rightbeforethecreditlineisgoingup,the
Manypeopleseemtothinkendingcredits
Nowdays, the most important reason for
sponsored the musical and students could
company and the amateur artist. It provides
cultureandreflectsthetrendsandthecodes
circumstances are suddenly reversed.
arejustclustersofletters.However,these
concentratingonculturemarketingisthatthe
watch this musical free of charge. That
the company with a traditional and modern
ofcontemporaryculture.Thebasisofculture
With this ending credit, zombies’ attack
clusters represent a great effort of all
emotional part involved in selling goods is
musical is a performance which was
image and for the amateur artists ,who are
marketing is to satisfy the consumer’s
startsagain.
staffs. The director of Untold Scandal,
becoming more important than ever before.
watchedover10thousandspeopleduringthe
notpopularanddonotmakeagoodsalary,it
cultural desire. Companies have to seek out
Whenthereporterwenttoseethemovie,
LeeJae-yongremarkedthathewantedto
If the company does not stimulate
periodoffouryears.Studentswhowatched
allows them to widen their artistic domain.
original methods of doing this. This is the
The Pianist, interesting event occurred.
give a “present” for the audience who
consumers’emotions,theycannotarousethe
theplayareexcitedby thismarketingsince
Thus, culture marketing that uses cultural
wayofachievingtheculturemarketing’sreal
ThisfilmdealtwithlifeofSzpilman,who
remained seated until the ending credit
customers’ interest. The meaning of culture
this is different from other university
contents and emotional codes helps many
meaning,whichiscreatingnewculture.
isaPolishJewishpianistinWorldWarII.
finished. Why don’t you be an audience
marketing can be various according to the
festivals. Considering the fact that publicity
companies form a good impression which
Since2004,theConcertofLoveandHope
Attheendofthisfilm,heturnedbackto
like them who can enjoy the last part of
point of view. Such names like “emotional
activitieswassimplyawayofadvertisingin
makes the company more accessible to
was held in juvenile reformatories all over
the front of the piano and the credits
thefilm,theseendingcredits?Itwillgive
marketing,” “entertainment marketing,”
thepast,itisinterestingtoknowthat nowit
customers.
the nation. The last concert was held in
startedgoingup.Thetheaterturnedlights
the film makers a feeling of worth and
“five senses marketing,” and “star
hasbecomeamarketingwhichbeginsfrom
Busan juvenile reformatory. Last on
on,asusual.Nobodywentoutthetheater
offeryouadditionalpleasure.
Commercialmarketingover-packaged
kowka@hufs.ac.kr
marketing”arealldifferentnamesforculture
customer’s needs by helping them
December 9, an audience of 150 students
andkeptwatchinghisplaying.Atlast,the
culturemarketing
marketing.Therefore,culturemarketingcan
experience culture performance from a
and teachers gathered in the gym of the
bedefinedasmarketingwhichiscombined
customer-centeredview.
However,itdoesnotmeanthatalltypesof
Busan juvenile reformatory whose name is
emotionalcodeswithculturalcontent.
Companies improve their image not only
marketingthatresemblesthismaybecalled
now changed to Oryun Technology High
by offering direct culture contents such as
“culturemarketing.”Itisoftennomorethan
School.Therewereacappellaperformances
Exampleofculturemarketing
plays, concert, musicals
but also
commercial marketing that simply covers
like “Maytree” and “Nanta” for students.
Many companies try to give their
endeavoring to support amateur artists who
commercialtheorywithaculturalcode.
Thiskindofeventpresentsagoodexample
marketing some kind of emotional support.
have potential. For example, there is
For example, there is one of the most
forthefutureofculturemarketing.
They try to present cultural contents
“SempioSpace”inthevicinityofthefactory
famous coffee franchise starts with “S.” Its
involvingworksofarttothecustomer.After
of Sempio. Sempio, a stock company,
enterprise told that “We do not sell coffee
bellina_cha@hufs.ac.kr
the Amore Pacific search for 10 university
provided that space where young and
butwedosellacupofimage.Wearegetting
festivals in Seoul, “The Play” which
experimentalartistscanexhibitaworkofart
more and more customers with being
C
lose up
ulture
Colorist;makingyourlifevivid
WithSt.Patrickday
ByChaHyun-jin
JeonKyu-man/TheArgus
Ithinkeverycolorisbeautiful.WhenI
ByChaHyun-jin
ReporterofCultureSection
see each color, I feel each color has
ReporterofCultureSection
their charm. The difficulty is in
I
nIrishhistory,thereisanhonorableperson,SaintPatrick,whois
makingaharmonyoutofthesecolors.
N
called the apostle of Irish for bringing Christianity to the land.
owdays, many people on the
I like all colors but I would say that
March 17 is the day that he died. In remembrance of him, the St.
business world are beginning to
my favorite is blue. I love every
PatrickDayfestivalwasmade.Thisfestivalhasbeenheldallaround
takeinterestin“color”.Theconceptof
chromaofthecolorblue.
oftheworld.Let'senjoythefestivaltomeettheIrishculture.
“color” is different from the existing
concept about colors. Their interest is
R: Could you tell HUFSan about
not only on what the most beautiful
thetrendcolorinthisyear?
colorisbutalsoonwhatcolorismore
Syn: This year, the basic color is
ConwaySheelagh,a
usefulinthebusinessworld.Thereare
white.Inthepast,thecolorwhitewas
professorofEnglish
professionals who recognize trends in
just a background color. Now it is a
who is from Ireland
colorandforecastthefuturefashionin
trendycolor.Variouskindsofred,blue
is enjoying the
color.
andblack willbethetrendthisyear.
parade with his
JeonKyu-man/TheArgus
These people are called colorists.
Expectedtrendcolorfor2006,2007
c o l l e a g u e
SynHye-youngistalkingaboutgoodcolormatchwithsmile.
Syn Hye-Young, a professional
R: Finally, do you have anything
professor.
colorist, isthe firstgenerationofthis
selected by the CTF receives
tosaytotheHUFSan?
professioninKorea.Inthisinterview,
very scientific work. Every week,
fashionfortwoyearswillbeselected.
favorable approval from other
Syn: In fact, my husband is a
she will talk about the characteristics
Colorists check purchasing behavior
countries, I feel very happy. And my
graduateofHUFS.SowhenIreceived
oftheprofessionandherlife.
of customers in departments stores or
R:Whatisyourfavoritemottoin
range of work include not only
arequestforthisinterview,Iallowed
large markets. We analyze trends in
yourjobandlife?
selectingcolorforfashionbutalsofor
it because I felt the feeling of
Reporter: What is a colorist?
color use during a long period.
Syn: “Do your best every minute.”
the company image. With the
closeness to HUFS. After I graduated
Couldtellustherangeofthisjob?
Moreover,professionalsareanalyzing
In fact, the life of a colorist is very
government, I work for small and
from college, I realized that my
Syn Hye-Young: The job dealing
favoritecolorsincitiesoffashionsuch
busy and I don’t have enough rest
mediumenterprises.Alargeenterprise
university life had greatly influenced
Many Irishes are
with color is generally called a
as Paris, Milano and Tokyo. So, we
time. So I spend most of my time in
has influence in various quarters.
me. So I hope that HUFSan can
walking
with
colorist.Myjobistoforecastthetrend
canseemajorcurrentsinfashion.
thecompanybecauseIhavesomuch
However, small and medium
experience everything as an
placards.
in color. Colorists research the color
work.Andlikeme,manyotherpeople
enterprises do not. I received a very
adventurous student. I want to
trend of the times and select suitable
R: Tell us how you predict the
spend most of their time not at home
pleasant feeling when I helped them
recommend travelling to many
colors according to the needs of the
colortrendofthefuture.
but in their workplace. Therefore the
abouttheirenterprisecolorimage.
different places if you have the
business. The choice of color is very
Syn:Thereisagovernmentresearch
workplace atmosphere has to be a
opportunitysinceHUFSisfamousfor
important in the business world. This
institute called the Korean Color and
happyone.Ifpeoplecanfeelthatthe
R: What is “color” for you? And
language studies. When students do
specialjobisactiveinalmostallfields
Fashion Trend Center (CTF),
workplace is not just a place for
whatisyourfavorite?
their best to study their major, they
of industry. Many industries are
Intercolor for short. Intercolor has 18
earningmoney,theywouldbehappier
Syn: I think that our whole life is
willnotregretitlater.
introducing“colorconsulting”intheir
branches in major countries including
thanbefore.Itismymottoinmyjob
“color.” People tend to recognize the
work because it is directly connected
Korea. Every year, each center has a
andlife.
world around them by color. Also,
In her interview, she showed us her
tomakingmoreprofits.
meeting in June and December and
whenwelookatpeople,werecognize
passion for life and her love of color.
The Irish wore a
R:Howdoyouselectwhichcolor
publishes a paper on trendy colors of
R:Whatwasthehighlightofyour
thembytheircolorincludingthecolor
Shereallylovesherjobandenjoysher
green cape custom
ofSt.Patrick.
willbethetrend?
thefuture.
career?
of their complexion, their clothes so
lifeeventhoughsheisverybusy.She
Syn:Manypeoplethinkthatthisjob
Thecolortrendsareselectedafterthe
Syn: Nowadays, Korea is
on. Our job is based on philosophic
is a passionate person loving our
is making use of impulsive and
centers confer about the trend. In this
acknowledgedasafashiontrendsetter
aesthetics.
colorfulworld.
emotional feelings. However, it is a
place, trendy colors which will be in
throughouttheworld.Whenthecolors
What color is the most beautiful?
bellina_cha@hufs.ac.kr
FANTASY
MANAGEMENT
COMIC
THEHUMANITIES
They said it
Two
Irishes
was checked
Where are
Oh man I
Yea
that's
There aren't
Ihavetorent
wearing the hat
out before it
allthebooks
had a book
what
I'm
e n o u g h
booksforthe
engraved
with
reached the
t h a t ' s
thatIwanted
saying
Books
report
Shamrock pattern
shelf
rentable?
toread
are holding their
national flag. The
shamrock is a
national flower of
KimChae-young
Ireland.
/CartoonistofTheArgus
bellina_cha@hufs.ac.kr

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