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A Study on the Characteristic of the Public Artistic Advertisement Based on 'Relational Aesthetics' and 'Antagonismand Relational Aesthetics'
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관계미학과 적대적 이론에 기초한 공공예술적 광고의 특성 고찰

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Type
Academic journal
Author
Tchah Eun Soo
Journal
Korean Society of Basic Design & Art Journal of Basic Design & Art Vol.19 No.2 KCI Accredited Journals
Published
2018.4
Pages
507 - 520 (14page)

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A Study on the Characteristic of the Public Artistic Advertisement Based on 'Relational Aesthetics' and 'Antagonismand Relational Aesthetics'
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The purpose of this study is to consider the current state and the characteristic of the public artistic ad. For this end, the association between the ad and the public art was revealed, and the concepts of various advertisments were analyzed. Nicolas Bourriaud''s ''Relational Aesthetics'' theory can be applied to the public art in contentual and structural aspects. However, Clare Bishop retained a critical perspective on the ''Relational Aesthetics'' in general. In this paper, the two theories were examined and the relation-forming factors as the integrative concept were drawn. Besides, the characteristic factors attempted in the typical marketing aspect escaping from the nature of the public artistic ad, that is, the existing form, were extracted to use as an analysis tool for the case study. 5 awarded ads from ''Cannes Lions International Festival of Creativity'' were selected as the subject. The conclusion can be summarized as follows. 1)The natures of ''Relational Aesthetics'' and ''Antagonism and Relational Aesthetics'' correspond with the aim of the public artistic ad, and have the contextual similarity with the new genre public art. 2)While Bourriaud''s theory is abbreviated as microscopic factors: participation, meeting, conversation, cooperation, and coexistence, Bishop''s theory is abbreviated as the macroscopic factors: objecthood, finality, and aesthetic impression. 3)The nature of public artistic ad is abbreviated as the accessibility, exclusiveness, imprinting, and story spread. 4)As a result of analyzing the case, it is confirmed that the participation, meeting, and coexistence are the main factors giving the participant the interest and experience in the microscopic relation-forming factor, and the conversation and cooperation are omitted according to circumstances. 5)It is confirmed that although the objecthood is different from the finality, the aesthetic impression is securedin the macroscopic relation-forming element. 6)Successful ads surveyed by this study actively use the atypical approach escaping from the existing form, and the accessibility, imprinting, and spread effect of the story increase through this.
#공공예술적 광고 #관계미학 #새장르 공공예술 #적대적 이론 #Advertisement #Antagonism #New Genre Public Art #Public Artistic #Relational Aesthetics

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