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A Study on the Expression and Composition of Visual Elements in Advertising Design - A Focus on the Domestic and Overseas Print Advertising after 2000 -

  • Journal of Communication Design
  • Abbr : JCD
  • 2019, 68(), pp.360-371
  • DOI : 10.25111/jcd.2019.68.28
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : June 10, 2019
  • Accepted : July 26, 2019
  • Published : July 31, 2019

Jung Je Yon 1,  Ho Han 2

1경희대학교
2경동대학교

Accredited

ABSTRACT

This paper aims to find out the current situation about the expression method and components for visualization of advertising design. Therefore, international and domestic advertising were analyzed based on layout. The subject of the analysis was the design of printed advertisements since 2000. Overseas advertising involves 171 winners from the Clio ad and 794 advertising registered with the TVCF. According to the analysis, firstly, both domestic and international layout types are found to have many vertical and horizontal types, but international ads prefer free formats to internal ones as they have many layout types that utilize the entire ground. Second, as a kind of illustration, international advertisements mainly used simple colors, spaces, houses, streets, and other indirect expressions. However, domestic advertising focused on celebrities, products, and backgrounds directly and effectually, using strong colors, space, and sea. This was the same trend in the size and location of the headlines and body copy. Third, in general, international advertising design, expressions with an emphasis on meaning were shown by the use of indirect illustrations for free expression. In addition, it has been shown that domestic advertising design uses components greatly for direct, impact-oriented emotional delivery. These results are closely related to social and cultural aspects and require continued study of what expression methods and components are needed for modern inmates.

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