오랜 역사를 가진 서예서체에 대한 이미지스케일(image scale)을 개발하기 위한 기초 자료로써 이미지스케일에 삽입될 이미지형용사 풀(pool) 구축이 이 연구의 목적이었다. 서체 이미지를 수용하는 대학생 및 일반인이 느끼는 감성어인 이미지형용사를 설문조사와 현장조사를 통해 수집하였다. 서체 이미지 제공자가 느끼는 감성은 2차 자료에서 수집되었다. 한국에서는 4종의 서예잡지, 중국에서는 한나라에서 청나라에 이르는 서예이론서에서 서체 이미지형용사를 추출하였다. 이 둘을 3명의 서예전문가가 정제하여 114개의 한국 서체 이미지형용사 풀(pool)을 구축하였다. 산업화된 제품에 한정하여 개발되고 활용되어 왔던 이미지스케일을 문화산업 중의 서예시장에 처음 도입했다는 점에서 이 연구의 의의가 있다. 서예시장 고유의 독자적 이미지스케일 공간모형을 구축하기 위한 기초 자료를 제공하였으며, 향후 해당 서체의 감성 변화를 추적하고 서체유행의 변화 시기를 판단할 수 있게 되었다. 또한 제공자가 작품 활동에 있어 수용자의 욕구를 충족시킬 수 있는 선호범위를 용이하게 파악할 수 있으며 서예시장 활성화에 발전적 대안을 제시할 수 있다.
Image scale means the positioning of user's or customer's emotional consensus which is expressed by adjectives. Although the applications of the image scale well documented in various industry including psychology, architecture, clothing, textile, aesthetics, and marketing, the report of application of image scale to cultural industry such as art and calligraphy market in practice has been relatively rare.The researcher aims to try to full this gap by applying a image scale development process to calligraphy market for the first time in Korea. Researchers have conducted the calligraphy consumer survey with four chinese calligraphy types such as Chunsu, Haesu, Hengsu, Yesu and Chosu. The researchers added the adjectives from the second data based on calligraphy critics and books from Korea and China into these survey data. The researchers find out 114 adjectives as the Calligraphy Specific Image Pool, which can be regard as the basic materials for developing the Calligraphy Image Scale. Working through these image pool, calligraphers can be able to obtain the image sources to develop competitive works by finding the adjectives images which is seen through the customers’ point of view.
Image scale means the positioning of user's or customer's emotional consensus which is expressed by adjectives. Although the applications of the image scale well documented in various industry including psychology, architecture, clothing, textile, aesthetics, and marketing, the report of application of image scale to cultural industry such as art and calligraphy market in practice has been relatively rare.The researcher aims to try to full this gap by applying a image scale development process to calligraphy market for the first time in Korea. Researchers have conducted the calligraphy consumer survey with four chinese calligraphy types such as Chunsu, Haesu, Hengsu, Yesu and Chosu. The researchers added the adjectives from the second data based on calligraphy critics and books from Korea and China into these survey data. The researchers find out 114 adjectives as the Calligraphy Specific Image Pool, which can be regard as the basic materials for developing the Calligraphy Image Scale. Working through these image pool, calligraphers can be able to obtain the image sources to develop competitive works by finding the adjectives images which is seen through the customers’ point of view.
