A Study on the Proportionof Golden Section in displayed Advertisement on the Newspaper

-for the focus of the Lay-Out in five columns of the entire advertisement-

Kim, Moon Jung(Major in visual Design Dept. of Applied Art Graduate School of Han Yang University Directed by Prof. Yang, Ho Il)

In Present time, the advertisement is an essential factor for maintenance and developement of an enterprise in the modern competitional society. So the lay-out seems to be an aesthetic visual treatment of the mold for the effective exhibition of its functions with a plan and a visualization which are considered a systematical establishment of the relationship in consumption. So lay-out should be designed and considered in terms of the background of social, cultural and artistic influences.

Therefore, the lay-out must be practically and aesthetically established for effective realization of purposes. But until this time, there is no exaggeration to say that the lay-out in delivery of message and brainwash for the introduction of a commodity in the constituent aspects of the designed newspaper advertisement, and also general consumers have been recieved visual confusion and breakdown of an aesthetic molding for marketing action.

An establishment of right direction of reasonable design would like to suggested that the golden section is one of the intermediated things between designers and consumers of other aspects of the lay-out in the newspaper advertisement for construction of anesthetic visual environments.

The following results were suggested.

1. The lay-out should be given detailed consideration for the important recognition of illustration in the newspaper advertisement.

2. Effective space arrangement in Presentation of concepts should be not given for unbalanced lay-out comming from emphasis of contents and expressions.

3. Establishment of the lay-out should be made by through estimation of advertising effects than designer's immagination or originality.

In conclusion, the lay-out of the newspaper advertisement in Korea should be made by consumer's fixed direction and more scientific study for successful achievement in intensive advertisemental competition according to the creative and individualistic sense of the time.

The author would like to suggest for the social and agricultural information that the design of the newspaper advertisement should be made for the proportion of the lay-out with continuous efforts of designers and a media for the fulfilment of effective advertisement.