이 논문은 고전과 상품 스토리텔링, 곧 각종 고전을 활용하여 이야기가 있는 상품으로 개발한 사례들을 한데 모아 집중적으로 살펴본 것이다. 그리하여 고전과 실생활, 특히 비즈니스 분야와의 연계방안을 마련해보고자 하였다. 요즘은 상품 개발에 있어서도 이야기를 담아야 하고, 소비자들로 하여금 그 이야기에 감동하여 상품을 구매토록 해야 한다. 특히 최근 들어선 문학이나 설화, 역사, 기타 전통문화 등 고전에서 소재를 차용하여 이야기가 있는 상품을 개발하는 것이 널리 유행하고 있다. 왜냐하면 날이 갈수록 사람들은 머릿속에서 지어낸 이야기보다 근거(사연)가 있는 이야기를 선호하기 때문이다. 고전을 활용한 상품 스토리텔링 방법은 크게 두 가지로 나눌 수 있는데, 단순한 제품명 차용과 전통문화의 현대적 재창조 등이 그것이다. 원래 상품 스토리텔링에서 이야기는 캐릭터와 스토리를 갖춘 경우를 말한다. 하지만 우리나라는 아직까지 그러한 이야기성에 대한 인식이 부족하여 단순히 제품명을 차용하거나 전통문화를 현대적으로 되살리는 데에만 그치고 있다. 그러므로 향후에는 원전(고전)과 연결되는 이미지나 이야기까지 담아낼 수 있는 방법을 모색해야할 듯하다. 이 논문을 통해 한국에서도 21세기 주요 경영 트랜드인 이야기가 있는 상품들이 많이 개발될 수 있기를 기대해본다.

This paper is concentrically researching the classics and goods-storytelling, in other words, those that gather in one place developed cases of goods which utilized all kinds of the classics and the stories are in their goods. Thus, I tried to develop to be connected plans with the classics and our real life, particularly in various fields of business. In case of developing goods, we have to contain story and make consumer who moved by their story buy goods. Especially, after adapted material from the classics, including literature, a narration, history, tradition culture, and whatever and then, to develop goods contained stories have gained in popularity in these days. Because people usually prefer story from reliable source(the origin and circumstances of a matter) rather than a made-up story in one’s head as time goes by. The method of goods-storytelling which utilized the classics, is to be classified into two items in large. One is a simple adaptation of the name of goods, the other is modern reinvention of traditional culture. The story in their goods-storytelling is called originally as the case have a character and story. But so far, our country is still adapting simply the name of goods or only reviving traditional culture up to date. Therefore, we are in a fair way to try to find a method that the classic(the original text) connect to an imagine or a story hereafter. Goods-storytelling including the story as the primary management trend in the 21st century, more will be expected to be developed in Korea.

This paper is concentrically researching the classics and goods-storytelling, in other words, those that gather in one place developed cases of goods which utilized all kinds of the classics and the stories are in their goods. Thus, I tried to develop to be connected plans with the classics and our real life, particularly in various fields of business. In case of developing goods, we have to contain story and make consumer who moved by their story buy goods. Especially, after adapted material from the classics, including literature, a narration, history, tradition culture, and whatever and then, to develop goods contained stories have gained in popularity in these days. Because people usually prefer story from reliable source(the origin and circumstances of a matter) rather than a made-up story in one’s head as time goes by. The method of goods-storytelling which utilized the classics, is to be classified into two items in large. One is a simple adaptation of the name of goods, the other is modern reinvention of traditional culture. The story in their goods-storytelling is called originally as the case have a character and story. But so far, our country is still adapting simply the name of goods or only reviving traditional culture up to date. Therefore, we are in a fair way to try to find a method that the classic(the original text) connect to an imagine or a story hereafter. Goods-storytelling including the story as the primary management trend in the 21st century, more will be expected to be developed in Korea.

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classics, traditional culture, goods, business, storytelling, story, culture contents