메뉴 건너뛰기
.. 내서재 .. 알림
소속 기관/학교 인증
인증하면 논문, 학술자료 등을  무료로 열람할 수 있어요.
한국대학교, 누리자동차, 시립도서관 등 나의 기관을 확인해보세요
(국내 대학 90% 이상 구독 중)
로그인 회원가입 고객센터 ENG
주제분류
인문학
인문학 일반 역사학 철학 종교학 어문학 기타 인문학
사회과학
사회과학 일반 경영학 관광학 교육학 군사학 문헌정보학 법학 사회학 신문방송학 심리과학 정치외교학 지리학 행정학 경제학 무역학 인류학 기타 사회과학
자연과학
자연과학 일반 물리학 생물학 생활과학 수학·통계학 천문학 지구과학 화학 기타 자연과학
공학
공학 일반 건축공학 기계공학 산업공학 재료·에너지공학 전기전자공학 조선해양공학 화학공학 컴퓨터학 기타공학
의약학
의학 일반 간호학 수의학 약학 한의학 기초의학 임상의학 기타 의약학
농수해양학
농수해양학 일반 농학 수산학 식품과학 임학 축산학 해상운송학 기타 농수해양학
예술체육학
예술 일반 디자인 미술 미용 사진 음악학 의상 체육 공연매체예술 기타 예술체육학
복합학
학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

ENG

추천
검색

논문 기본 정보

자료유형
학술저널
저자정보
박현주 (홍익대학교 일반대학원) 이정교 (홍익대학교)
저널정보
한국공간디자인학회 한국공간디자인학회 논문집 한국공간디자인학회 논문집 제12권 제4호
발행연도
2017.8
수록면
11 - 23 (13page)

이용수

표지
📌
연구주제
📖
연구배경
🔬
연구방법
🏆
연구결과
AI에게 요청하기
추천
검색

초록· 키워드

오류제보하기
(Background and Purpose) It is not an exaggeration to say that we are living in the film era where many changes are happening in media industry and numerous film contents are produced and developed. The public is already more familiar with the visual language with the characteristics of 'show and speak' than the text language. Usually in the film production industry, ‘production design’ deals with the task of 'visualization of concept'. Furthermore, 'advertisement production design' is a new concept that incorporates another specialized field of advertising into the field of basic production design. The purpose of this study is to establish the concept of 'advertising production design' which expresses the advertising creative visually based on the advertising strategy, and analyze the features and effects of it. (Method) First of all, we identify the differences and definitions of both two concepts, “production design” and “advertisement production design”, and subsequently the characteristics of “advertisement production design.” Then, the circulation system of visual perception, the characteristics of visual language which is distinguished from text language, and the social relation structure between visual image and film image are to be studied by documentary research. The case of Samsung Electronics Chef Collection is selected to be analyzed of its representing method of advertisement production design and symbolism after stages of structure analyzation over advertisement film based on storytelling to prove its role and meaning. (Results) Advertising is a strategic product or service imaging to encourage consumer purchase by making attractive images of what one sells and persuading the consumers. In the advertisement of the Chef Collection, Greenland and Mongolia are screened where they are portrayed as a land of marine culture by its symbolic product like salmons and nomad culture by its meat respectively. Samsung Electronics provides opportunities for cultural exchanges that provide new experiences and values ​​to the lives of human beings through advertisement film of the product, Chef Collection. Firms are actualizing and fulfilling human species’ future values rather than simply selling goods. Advertisement production design can express values ​​and concepts that transcend time and space. This film advertisement is a general example of companies selling brand image rather than goods. (Conclusions) Creative representation born from strategical production design is installed in this advertisement which successfully delivered the clear message of the intangible values and concepts that the company pursue. In this study, values of the establishment of the basic concept of advertisement production design and its symbolic semantic action are derived. Setting this research as a kick-starter, I will research on semantic action and visual expression of advertisement production design thoroughly through analysis over the piles of cases of film advertisement produced with various strategies and method of expression.
#Advertisement production design #Creative #Image #Strategy #Symbol

목차

등록된 정보가 없습니다.

참고문헌 (9)

참고문헌 신청
Block, Bruece / 2010 / Visual Story / Communication Books google schola Brutto, Vincent Lo / 2002 / The Filmmaker's Guide to Production Design / Allworth Press google schola Gombrich, E. H. / 2016 / Yeasul gwa Whanyoung / Yeolwhadang google schola 임현미 / 1999 / 지각이론의 입장에서 본 영화적 재현에 관한 연구 : J.J. Gibson의 지각심리학을 중심으로 google schola Ju, Changyun / 2015 / Yeongsang Imijiui Gujo / nanam google schola

함께 읽어보면 좋을 논문

논문 유사도에 따라 DBpia 가 추천하는 논문입니다. 함께 보면 좋을 연관 논문을 확인해보세요!

이 논문의 저자 정보

최근 본 자료

전체보기

댓글(0)

0