Communication 수단으로서의 Visual Humor에 관한 연구 : 광고 Communication을 중심으로 = A Study on the Visual Humor as a means of communication

다국어 초록 (Multilingual Abstract)

The communication has cone into existence, ever since human group had been formed, as a structure for mutual relations between person and person. group and group. culture and culture. Especially, it is emphasized that the amount of advertising communication is remarkably increased through the mass-media Also cultural importance of mass communication becomes very emphatic to today's society. And there is a negative reaction to the mass communication passed through the mass media, because it has a possibility to prevent people from having opportunities for direct expriences instead of vicarious one from mass medias.
It is true that many people criticize the morality, the entertainment and the falsity of advertising is essential to the modem industrial society as an economical foundation for mass media.
Communications including advertising, in the modem society, are regarded as one of most important facters for creating mass-culture. And the role of advertising, such as a cultural importance as well as a social needs and an economical importance, has been emphasized. Therefore, more effective communication methods, based on not only communicative functions but also cultural and social levels, are required.
The purpose of this thesis is a study on the possibility of visual humor as a effective communication means. which can differentiate an advertising from the others. And the humor-effected advertising has the possibility to get rid of the negative aspects of advertising and the stress of today's human beings, furthermore, it makes positive mood to accept messages of advertising. In addition, the humor touched advertising communication motivates modem people to enjoy spiritual pleasure. Also the hump should be estimated as a means for creating design ideas as well as generating smile and laugh. So the method for the visualisation of humor is also essential to realizing the potential power of humor for creating effective communications Consequently, the practical use and application of the humor effect for the advertising is necessary. Humor is the quality in writing, speech, art, or music that arouses mirth or induces laughter. And humor relieves tensions, and is beneficial both physically and psychologically to the person who can enjoy it.
The humor can be used for more effective communication to accelerate sales promotion, create spiritual pleasure and reduce the negative aspects of advertising. Furthermore, it makes the opportunity to reconsider the advertising in terms of cultural and social functions as well as economic ones.
The visual humor can be regarded as an original source for creative ideation. There are several types of humor. for example, wit, satire, sarcasm, irony and so on. These can be motivations of developing an up-to-date idea Wit differs from most humor in being purely intellectual, rather than relying on incongruities that come up naturally in many situations. Most humor produces smile, but wit usually induces sudden laughter. Satire presents the weaknesses of mankind and makes fun of them. Usually, satire attempt to cure the foolishness by making people laugh at it. And sarcasm is much more brutal than satire. On the other hand, irony may begin as a compliment or a simple statement, but it conceals a sting in the remark. It is usually expressed by a tone of voice, and is often an understatement. Farce, slapstick, and buffoonery are humorous to many people. They involve throwing custard pies or pushing unsuspecting persons into swimming pools. In addition, parody and burlesque change the wording of a well-known story or song to produce comic results. Mimcry imitates another's habits, gestures, or speech for comic effect.
From another point of view, the humor of words contains pun, hyperbole, repetition, and comparison or contrast. Especially in case of pun, it can be most important type of humor for making analytical and humorous effects visually. Pun, meaning the humor of double meaning, furnish us with much of our humor. Puns are ‘plays on words’ in which one word is said when another one is meant. The phenomenon that one symbol can have two or more meanings or that two or more symbols can have similar or identical images, but different meanings is the essence of a pun. The concept of pun is the most valuable for creating the visual humor by substituting, combining and manipulating symbols. There are essentially three distinct categories of puns : the literal pun, the suggestive pun, and the comparative pun. All types of puns belong to one of these three groups. The definitions are simple to understand and easy to apply for creating the visual humor.
Our knowledge of how the visual humor operates to achieve particular objectives for specific products in different media has received only limited attention in the advertising communications.
The objective of this research is to gain how to use the visual humor for the effective communication including the advertising. The humor in the advertising communication can attract attention and humorous appeals appear to be persuasive effect may be at best no greater than that of serious appeals. A humorous expression may increase linking for the source and create a positive mood, which may increase persuasive effect of the message. But it may be baneful concerning the memory and trust of advertising messages.
This research agreed that the humor and visual humor must be very effective at being as a means for the advertising expression, not for the purpose itself. In addition, this research is aimed at studying the appropriate situational uses of humor related to media, product, and audience facters, such as nationality, age, standard of living, sexuality, and so on.

목차 (Table of Contents)

• 서론
• 1. 연구목적
• 2. 연구범위 및 방법
• Ⅰ. Humor의 이론적 배경
• 1. Humor의 일반적 개념
• 2. Humor의 가능요건 및 유형
• Ⅱ. Visual Humor의 개념 및 요건
• 1. Visual Humor의 개념
• 2. Visual Humor의 요건
• Ⅲ. Communication과 Humor효과
• 1. 광고 Communication에서의 Humor효과
• 2. 광고 Communication에서의 Humor효과 활용
• Ⅳ. Communication수단으로서의 Visusal Humord의 가능성 및 활용 방안
• 1. Communication에 있어서의 Visusal Humor의 가능성
• 2. Communication에 있어서의 Visusal Humor의 활용 방안
• 결론
• 도판자료 목록
• 영문초록