붉은 여왕 효과를 통해 나타난 캐릭터의 진화와 시대의 요구에 따른 변화 - 미쉐린 무슈 비벤덤 캐릭터와 헬로 키티 캐릭터를 통해서 -

초록

The purpose of the general use of characters is to analyze the characteristics of the product or the brand briefly and easily, to make the customers feel friendliness by applying character elements, enabling them to feel affection and a bond of sympathy. In order for such characters to survive, they are faced with countless number of changes and competitive relationships. It can be said that the characters that survive in such era of changes are only few. Among these characters, the ones that influence the selection of consumers for a long period of time have managed to find the method of survival and have lived on by evolving.As an example, ‘Monsieur Bibendum’ the brand character that has accompanied the 100 years of the history of Michelin and ‘Hello Kitty’, a fancy character which has proposed the survival directions from the marketing perspective can that have survived through the changes of the era and the competitive composition with other characters. These characters have been loved by the people until now because of the changes in character forms and development in various directions for survival. Through the unique individuality of the characters, they are acting as positive long seller characters.In such survival strategy, the long seller factors of the two characters are analyzed through the ‘Red Queen Effect’ which is discussed in the economy theory and biological evolution theory and this study proposes and studies the direction that the character industry needs to take in the future to become one long-term brand and ultimately obtaining a bond of sympathy from consumers by identifying the elements that would make it be used for a long period of time, rather than using the character design for only a short while as it is not interesting and does not have special characteristics.

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