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A Study on the Pole of Representation in Advertising Design -Focus on Role-playing Theory-

  • Journal of Communication Design
  • Abbr : JCD
  • 2018, 64(), pp.49-62
  • DOI : 10.25111/jcd.2018.64.04
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : June 3, 2018
  • Accepted : July 25, 2018

Ho Han 1,  Jin-Yo Mok 2

1경동대학교
2연세대학교

Accredited

ABSTRACT

This study wanted to see how the representment is expressed in the commercial design of advertisements. So we analyzed how modern people communicate through literature and case studies. The target of the analysis was to analyze 794 commercial designs produced after 2000. As a result of the analysis, first, Janis & King(1954) claim to the role playing theory that the most influential type of role degree is defined by the order of ‘deliberate situation→impromptu situation→ Satisfactory situation’ to influence the change in attitude. However, after 2000, advertising designs tend to be followed by ‘Satisfactory situation→ impromptu situation→ deliberate situation’. Second, the speaker had many uses for the general format of explanations, the common form of which is a casual speaker. Thus, indirect expression is the main form of communication for semantic delivery. Third, it was found that the type of representation was primarily expressed as a celebrity and a product, emphasizing flow in a particular subject. The results of these studies showed that the main focus was on the design, which emphasized immersion in the display system, in a way that is different from the existing theory and advertising design in the 1900s. It also implies the need for a detailed analysis of the differences between the sender and receiver.

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