A Study for Nostalgic Advertising as Visual Reconstitution

PARK, Chae-Kyoung/Dept. of Applied Arts The Graduate School of Ewha Womans University

The presentation of Korean-characteristic-expression in advertisement expression originates from the counter-action to try to guard the indiscreet acceptance of the surging Western ideas and the Japanese culture interspersed with historical exclusive sense. The study of advertisement based on the nostalgia which is the original form of consciousness of Koreans is necessary for the socio-educational role of advertisement and the establishment of advertisement expression in which there is nationality, in the situation that traditional society consciousness and cultural value collapse.

The goal of this study is to examine the feature of nostalgia advertisement closely and to manufacture the advertisement which apples this.

The contents of this study is what arranged the concept and socio-cultural feature of "nostalgia advertisement" with theoretical background, analyzed 4 works of TV advertisement with the study case of "nostalgia advertisement", and manufactured and analyzed 8 works of me.

As for the study method, the literature examination and the manufacture and analysis of work were carried out at the time. And, the works presented as the analysis subjects are 3 kinds of newspaper advertisement and 5 kinds of magazine advertisement. And, about the manufacture intention attendant upon expression theme, the contents analysis was made.

First, nostalgia advertisement has affirmative influence on the establishment of subjective advertisement culture and the socio-educational role of advertisement, by reflecting the culture and traditional value of Korea. So, there is the value to utilize with wide creative technique.

Second, in the manufacture of advertisement, this researcher manufactured so that the message receptivity of acceptors may be improved and the reliability and persuasiveness of advertisement may be effective by expressing the concept which is "nostalgia".

Third, this researcher pursued the possibility of Korean-characteristic-advertisement expression to be able to sympathize with our emotion or custom, by finding the material of advertisement out of the inside of our life culture and using the simple layout and vague color tone.