新聞廣告의 視覺的表現에 對한 小考 : 朝鮮日報廣告大賞作品을 中心으로 bring into focus on the CHOSUN ILBO Advertising Award = A Study on Visual Expression of the Newspaper's Advertising Award
저자
李仁子 (應用美術學科)
발행기관
학술지명
권호사항
발행연도
1985
작성언어
Korean
KDC
504
자료형태
학술저널
수록면
108-141(34쪽)
제공처
소장기관
This dissertation paper attempts to review and identify the special features, trends, problems and directions of the newspaper advertisement expression as reflected in the vernacular newspaper advertisement prize contests, primarily based on the works of the Choil Advertisement Prize Contests.
In a society where commodities are produced and supplied on a mass sale to the public without having scarcity value, newspaper advertisement performs a social function of transmitting information to the public of society and a commercial function of promoting commodity marketing.
Newspaper advertisement is a printed media which can effect stronger appeal to the public at lesser cost than any other media of all the various advertisement media. For this reason, it has many other features different from other advertisement media.
Although the newspaper advertisement prize contest is conducted making the newspaper advertisement pieces as its primary target, it still has different characters from the current advertisement.
The newspaper advertisement prize contests attach primary importance to the effectiveness of communication required for newspaper advertisement, and it also requires that the contesting works have creativity in expression which is apt to often lack and observe advertisement ethics in employment of techniques.
The history of the Choil Advertisement Prize Contest shows that it has steadily changed along with the social changes and against the social backgrounds. Since the establishment of the Choil Advertisement Prize in 1964, many changes have taken place over the years in the areas of selection of works, classification methods, composition of the judge panels, introduction of color in the newspaper printing, number of participating works, and sponsors' understanding and participation.
In its early days, the contests were dominated by established artists, but in 1967 a new entry for "new face" prize was provided. By 1970, the newspaper began to use color in its printing for the first time and subsequently an entry for color advertisement prize was introduced to award the prize for a work selected from the works produced during that year.
As other special features of the Choil Advertisement Prize, the following can be also cited: a new entry for the most outstanding advertisement sponsor; appointment of consumers to the judges panel; a new entry for institutional advertisement; a surge in the use of inherently traditional Korean themes; and another new entry for public advertisement intended to publicize the importance of public welfare.
In the initial stage, the Choil Advertisement prizewinning works had both its advantage and disadvantage: an advantage that individual or groups of advertisement experts could produce their works without external interference and an disadvantage that they lacked the support from the marketing enterprises.
In expression, those works relied chiefly on the photo genre, rarely utilizing the illustration. The size of their format showed tendency to be unnecessarily large, but beginning in 1972, standard size was adopted for the newspaper advertisement.
While the wording of copy text is supposed to provide essential commodity information such as selling points or clear commodity descriptions, the wording of those works resorted to sentimental or emotional appeal at the expense of the helpful commodity knowledge or the message the business enterprises have to convey.
Many of the works had made effective use of the visual effects and blank space, but placed photos or illustrations in the center, left center or upper center showing tendency toward symmetric arrangement. It should be noted that this led to an undesirable result of producing uniformity and stereo-typed styles in lay-out.
There had been also institutional problems such as: 1) Inappropriateness of choosing ill-qualified judges for both art work and copy wording; and 2) lock of programs designed for continued cultivation and employment of newly discovered talents.
As solutions to these problems, judgment on the art work or wording of copy text should be entrusted to fully qualified experts in the relevant fields.
Among the prize winners, those new talents who can meet the certain standards of qualification should be allowed to participate in selection of the contesting works by appointing them to the screening panel. Efforts should be also made to improve institutional systems as required to provide continued support and broader employment opportunity for the newly discovered talents.
As an incentive measure to attract more contestants, the sites of the oversea trainings which are given to the grand prize winners as a special benefit must be extended to the U.S. and Europe, not confined to Japan.
In visual expression, there are such problems as: 1) easy-going production attitude readily attuning the photo application or techniques and utilization of illustrations to the tastes of the judges panel; and 2) inappropriate copy wording that impairs the efficient dommodity communication; and 3) the trend in lay-out toward a few set of stereo-typed styles.
As a new direction for the expression techniques, it is recommended that visual elements in advertisement expression such as illustrations, photos, letterings, colors, logotypes and symbol should use creative and original lay-out, and that in anticipation of the later day use of the prizewinning for the practical purposes, the production of works must fully take into account such factors as advertisement budget, commodity information and marketing strategy.
Therefore, as its primary goal, the Choil Advertisement Grand Prize should be directed toward the efforts to encourage and inspire the production of original and eye-catching newspaper advertisement pieces that are highly effective as communication means.
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