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Reading Iconologically Image of Printed Advertisements in Korea·China -Focused on Eco-friendly Electric Vehicle Advertisements-

  • Journal of Communication Design
  • Abbr : JCD
  • 2019, 69(), pp.389-402
  • DOI : 10.25111/jcd.2019.69.30
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : August 6, 2019
  • Accepted : October 28, 2019
  • Published : October 31, 2019

Hyun -Jun Sim 1,  Jia Wei Lu 1,  Sang Hyuk Shin 1,  최종인 1,  LEE JONGYOON 1,  Jangsun Hong 1

1상명대학교

Accredited

ABSTRACT

The numerous mechanisms shown in the advertising image constitute the respective semantics and have various meanings. There are differences in visual expression and interpretation depending on cultural background knowledge. This study aims to explore the message expression and culture inherent in Korean and Chinese advertising images of the environment - friendly electric vehicle, which is the biggest issue in the automobile industry, through E. Panovsky 's iconography. The mechanisms of the eco-friendly electric vehicle advertising images of the two countries are transmitting information through the image of the electric car and various elements in the pre-iconography. At the iconography, the mechanisms were imaged and the meaning of the electric vehicle advertisement was maximized. At the iconology, social and cultural interpretation was possible. This will provide an efficient approach to marketing strategies and advertising execution targeting the Korean and Chinese markets in the future.

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