Visual communication에서 현대적 의미의 광고 일러스트레이션에 관한 연구

Abstract

Communication hasn't become an object of major interests in Design field until the 20th century. It's a kind of revolutionary discovery brought by the improvement of communication technology like a network of radios, TVs, and satellites along with the Industrial Revolution, conglomerates and world politics. Likewise, the development of visual/aural media changed the scope of communication by replacing written language with visual language. Of course, there's a big confusion of sings and symbols by media, as it was, a confusion of messages. That's because the environment of today's visual communication has been changed to expanded style in time and space such as computers and multi-media from printing style like reprinting. Therefore, the advertisement illustration need a new style of communication to adjust and cope with such environment. The purpose of this study is to figure out if the advertisement illustration is adequate for creative expression in advertising by various formative experiments, not by an uniformed style as a communicative art of sight and if the meaning of massage conveyed well in a communicative function. With the results of the study, it's known that a function and a role of the advertisement illustration include an expressive means of a message to a sender and a reading means of understanding the message to a receiver. The concept of illustration should be expanded to the one with a purpose of mutually exchanging messages between both sides, senders and receivers, not the one of a means any more by including understanding of receivers. In constructing and using illustration, it used to be focused on message conveyance from the view of senders. It's known that interpretations and visual expressions for messages in the advertisement are made trough interactions among producers, messages and receivers, Also, a designer, communicator of visual expressions, should be able to analyze covert meanings laid on principles and visual language of communication as well as recognize simple shapes and expressive techniques. The designer can not expand his/her creativity for a new advertisement expression until such abilities are improved.