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The Analysis on the Creativity of Contest Award-winning Advertisements - Focusing on Advertising Posters of 'Korea Design Exhibition' -

  • Journal of Communication Design
  • Abbr : JCD
  • 2018, 62(), pp.31-42
  • DOI : 10.25111/jcd.2018.62.03
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : November 30, 2017
  • Accepted : January 24, 2018

Kakhyun Cho 1

1세명대학교

Accredited

ABSTRACT

This study aims to understand the characteristics and tendency of advertising creative expressions of winning works through the classification of expression types of winning advertising posters in design contest. Targeting winners in the sector of advertising posters out of winners in the sector of printed advertisements in 'Korea Design Exhibition' invited by Korea Institute of Design Promotion(KIDP) from 2012 to 2016, the characteristics of creative expressions of winning advertisements were understood, and then the winning frequency of each expression type was drawn/analyzed. Through the consideration of preceding researches, the definition, tendency of expression, and classification method of advertising creative were understood, and then the analysis items/table were completed for the analysis of creative cases. For the analysis of the characteristics of creative expression, the representative expression cases were selected/presented from winning advertising poster works by classifying them into each topic/purpose like product advertisement, public advertisement, and corporate advertisement. Regarding the analysis method, they were classified into three types like advertising expression form, advertising expression, and advertising idea form, and the characteristics and frequency of expression were researched/analyzed through the analysis table. In the results of analysis, the winning frequency of advertising creative was in the order of public advertisement, product advertisement, and corporate advertisement. The advertising expression form was mostly dominated by image form and symbol form. Regarding the advertising expression tone, all the moods of expression tone were evenly shown except for sexual implication. Regarding the advertising idea type, the image composition and object metaphor were mostly applied. Such results suggest that the winning advertising creative could be another alternative to overcome the strategic constraints of general advertising creative.

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