웹툰 캐릭터 상품화 활용에 관한 연구 : 본인작품을 중심으로

Abstract

A Study on commercial use of webtoon character (Focusing on my work Goyea's Daily fantasy)

Ahn Eun Sun Advisor : prof. Park Gyeong-cheol Department of comics & Animation Graduate School of Chosun University

Domestic character industry has been developed rapidly around year 2000 as flash animation using web character gained attention through the media which we call "Internet". Mashimaro and Pucca are the most well-known web characters among the rest. Pucca is especially exported Asia and Europe in year 2010. It opened 300 shops in 127 countries, which made a record of 500 billion won of sales and 15 billion won of royalty. Character industry can create high added value and can be applied extensively. As we are looking for ways to promote variously, webtoon which is combined author's daily life with cartoon showed up on the web where has low cost of advertising and many customers. As characters from essay webtoon which is based on author's daily life form a favorable impression and a bond of sympathy, commercialization of webtoon character has been increasing. This work judges that cartoon has another value of commercialization through the characters such as using webtoon to enhance promotion of characters and using manufactured webtoon character product to create consumer demand. A survey was conducted on 300 readers of this work to find out how well a bond of sympathy and a favorable impression have been formed through the webtoon. It would also look into the way how an author in before sale stage could make good use of the character and found one man business in character industry.

key words : webtoon, character, commercialization, one man business