A STUDY OF HOUSE ORGAN OF ADVERTISING AGENCY IN KOREA

-Focus on the component the editorial design

Park Young Hee(Major in Graphic Design Dept. of Design The Graduate School of Sook Myong Woman's University Directed by Prof. Kim Hak- Seong)

Since latter half of the 1970's, the booming of the house organ began to diffuse into every domestic enterprises even to be called the flood days of the house organ within very short time.

Enterprises show interests in the house organ as a means of PR because they need the communication within enterprises itself as well as a mediator to link mass production and consumption.

As compared to the house organ made by the enterprise itself, the enterprise organ by the advertising agency needs to play a spearhead role for the providing the professional and technical information to the advertisement circles and the people related to the advertisement as the outside PR organ.

In such a point, the attempts to make a systematic efforts which enable to control design coordination as publications beyond collecting the pictures and the essays in a simple manner are inevitable.

Hence some qualitative improvement corresponding to this necessity should be made.

But contrast to this idea, most of the organs by the advertising agencies are almost same as standardized industrial products. With the same format and with the same planning, they could not play the role of advertising not to mention of showing the uniqueness of each enterprise.

Considering these problems, this article was to study theoretical background of the editing design and to discuss the planning, the lay out, the use of typography and the use of illustration and photos which are the basis of the house organ.

Selected 11 house organs manufactured by the advertising agencies were compared and analyzed on the chosen criteria.

The results of the analyses revealed that most of the organ have used the similar grid, typography and lay out as expected.

In addition to this, the departments dealing with the organ were found to belonged to the different parts of the advertising agencies.

Some agencies attached it to P.R part, some economic management part, and some editing parts, etc. and the number of people in charge was not more than three.

The enterprise organs like standardized industrial products which were made in the same processes of manuscript solicitation, planning and layout can not induce any meaningful message for the image enhancement of the enterprises. Creative planning and unique lay out appropriate to the each enterprise are necessary conditions for the organs to be attractive and readable.

The role of the professional editors and designers should not be disregarded as well. In this respect, each enterprise needs to make great investment to professional man power without sparing and needs make good conditions and atmosphere to encourage creative and unique planning.

Based on the results of this research, following recommendations can be given for the development of the enterprise organ.

1. The advertising information and design should be professionalized for the readers.

2. The enterprise organ, as a communication instrument, should play contributive role to ensure and solidify the states of the advertising agency within our society.

3. Providing experimental ground for the new challenge with the spirit of exploration, the enterprise organ should take initiative role for the development of the editing designs.