메시지와 아이디어를 구현시키는 디자이너는 주위 환경과 사회적인 이슈에 대한 공공의 이해에 의미 있는 공헌을 해야 할 의무가 있으며 디자이너에게는 아이디어를 표현하는 새로운 형태와 방법을 개발함으로써 새로운 기술에 적응하고 그들의 시대정신을 표현해야 하는 책임은 본 연구의 필요성이라 할 수 있다. 메타언어이며 일종의 시니피앙(기표)에 해당하는 광고이미지 분석을 하고자 한다. 아름다운 미학과 포스트모더니즘을 광고에 접목하여 형이상학적 예술로 승화시켜, 타제품과의 차별성 및 자회사의 전문성을 돋보이게 하는 작업은 좋은 예가 될 것이다.최근 일부 광고에서 나타나고 있는 현실과 허구의 혼합, 공간과 시간의 해체, 반 형식 등이야 말로 포스트모더니즘의 대표적 형식을 추하고 있으며, 또한 모호성, 동질성에 대한 거부, 비동시성으로 대변되는 포스트모더니즘은 광고에 있어서 상당부분 자리를 잡기 시작한 것으로 해석된다.광고는 우리가 매일 대하는 시각적, 언어적 환상들을 통해 하나의 암시, 리얼리티 또는 이데올로기를 만들어 내는 것들을 인식하고 그것들이 부과하는 규범화와 순응화에 저항할 수 있도록 해주는 것이 바로 진정한 포스트모던 시대의 현상들을 인식하고 대응하기 위한 하나의 지적 움직임이다. 즉, 광고에서 포스트모더니즘의 문화와 메타픽션을 잘 활용하고 상품화하여 문화적 파트너이자 자본축적의 도구로 잘 활용되어지길 기대한다.
(Abstract)Designers who realize the message and ideas has the responsibilities for their society and comunity or circumstantial social isues that they shal contribute significant eforts for developing new method and type of expresing idea and aply them to the new technology and express their sprit of the time, and these responsibilities are the subject of this article. It wil focus on the analysis of advertisement image which can be caled as the meta language and kind of Signifiant. With grafting beauty and post-modernism to the advertisement, subliming it as the metaphysics, and the work which is discriminated from other companies and tends to set off speciality of our company wil be a good example.Recent mixing with reality and fiction, dismantling of space and time, anti-formalism is seeking the representative characters of post-modernism, and the postmodernism which is spoken for the objection, asynchronousity against vagueness and homogeneity is understood as considerably setled in advertisement industries.Advertisement is one of intelectual movement for resisting against standardization and adaptability through the daily visual and linguistic ilusions which let us recognize and confront with the phenomenons of postmodern times and let us to and recognize what is making one of allusion, reality or ideology. I expect that the advertisement would be utilized as god as the cultural partner and tols of capital with using culture of postmodernism and metafiction and its comercializing.
(Abstract)Designers who realize the message and ideas has the responsibilities for their society and comunity or circumstantial social isues that they shal contribute significant eforts for developing new method and type of expresing idea and aply them to the new technology and express their sprit of the time, and these responsibilities are the subject of this article. It wil focus on the analysis of advertisement image which can be caled as the meta language and kind of Signifiant. With grafting beauty and post-modernism to the advertisement, subliming it as the metaphysics, and the work which is discriminated from other companies and tends to set off speciality of our company wil be a good example.Recent mixing with reality and fiction, dismantling of space and time, anti-formalism is seeking the representative characters of post-modernism, and the postmodernism which is spoken for the objection, asynchronousity against vagueness and homogeneity is understood as considerably setled in advertisement industries.Advertisement is one of intelectual movement for resisting against standardization and adaptability through the daily visual and linguistic ilusions which let us recognize and confront with the phenomenons of postmodern times and let us to and recognize what is making one of allusion, reality or ideology. I expect that the advertisement would be utilized as god as the cultural partner and tols of capital with using culture of postmodernism and metafiction and its comercializing.