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논문 기본 정보

저자정보
(Hongik University) (Hongik University)
저널정보
한국디자인학회 Archives of Design Research Archives of Design Research Vol.34 No.2 (Wn.138)
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    초록·키워드

    Background: The movie Avatar has been the most successful film in sales for ten years since its release in 2009. Although some researchers have found the worth of this film based on aesthetic interpretation, these works still fail to explain the film’s massive popularity. Our goal is to suggest explicit design directions by predicting the audience"s appreciation not from an aesthetic interpretation but through psychological analysis.
    Methods: Based on multiple psychological theories, this study attempts to verify two hypotheses. First, scenes in which the audience experienced good feelings will reveal the Earth"s natural landscape. Second, viewers will experience good feelings even if Pandora"s landscape exaggerates natural patterns. To this end, 215 subjects were asked to select the most impressive scenes from Avatar and to identify the feelings evoked by each scene.
    Results: After analyzing the five most impressive scenes, we concluded that our two hypotheses were reflected in these scenes. First, the audience chose “like” when the scenes presented natural scenery. Second, the viewers experienced positive feelings by watching exaggerated natural features, especially patterns in nature. In the later scenes, the viewers chose “like” more than those showing realistic natural features.
    Conclusions: The scenery of Pandora reflects actual features or amplified patterns observed in nature from a psychological perspective. We have empirically confirmed the structure of a design that elicits positive feelings from a general, rather than critical, perspective. Consequently, the method presented in this study can serve as a practical guide to help reproduce the film’s visual appearance.

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