A Study of the Plastic expressions in Corporate Advertising.

- Emphasis on Advertisements using a theme from Traditional Culture in Newspaper-

Kim, Hyon-Chul(Major in Advertising Design Dept. of Industrial Design, Graduate School of Ind. Arts, Hong-Ik University)

Directed by: Prof. PARK, Seun-Hee

In the 1980's We have seen much of corporate advertising using a theme derived from our deep-seated traditions in promoting the image of a corporation realecting social transition that the period of "selling a culture" and "offering cultural events" has taken the place of the period of culture to consumption and culture of commercial products which is to relish spiritual culture in materialism and in the social context that there has been increasing reawareness among students and a few of interlligentsia of our own tradition which is an undercurrent of Korean people.

It is true that the method of advertising which we have mentioned so far end up with a corporation carrying out the social responsibilities to find out and diffuse our own traditional culture, and has lead to an advanced stage in advertising culture. Finally, it has been effective in elevating the image of corporation with evoking lesser resistance on the part of readers and winning credibility from them

Though many commercial corporations have relied on this type of a advertising to enhance their image in the 1980's, there are but a few studies on this brand-new conception advertizement and each individual company makes use of similar themes and expressions in promotion.

Under these circumstances, it is the purpose of this investigation to show a guideline on how to take advantage of plastic expression methods suitable two different messages that each corporation wants to convey to its readers.

In chapter I, I deal with the oretical background behind the new sort of advertizement we are concerned about, namely the role and meanings of it, backdrop in transition of corporate advertising and the definition of traditional culture.

In chapter II, I analyze the current status of new advertizements by breaking down pullication status and appeal point, and polling by use of a questionnaire.

In chapter III, I analyse Typoqraphy, Illustration and Layout in plastic factors.

In chapter IV, I touch on problems that I take notice of in the above mentioned points, and search for means to correct them.

The problems shown by my study are that there are lots of superficial contents which don't directly appeal to readers and that most advertisements are undifferentiated. It needs a coming up of variety of themes, distinct logotype, illustration, and layout to work out these problems.