A Study on the Interpretation of Landscape Image in Magazine's Advertising. Advised by Prof. Hwang. Kee - Won

1995. 2

Submitted by Lee. Won - A

Department of Landscape Architecture Graduate of Environmental Studies

Seoul National University

We needed communicating with object to live through communication shaped by common images. The common Images called schema as archetype. We communicate our thought by media as words, picture and photos. Also, environmental design communicated between people and place. So lands cape considered by media interpretate man and nature.

The purpose of this study supplied applicable basic data to environmental design, as interpreted landscape image in magazine's advertising. The sample of this study selected landscape in advertising of women's magazine. However relationships between goods and advertising's landscape derived by figure and ground theory based on gestalt psychology. So, this study interpretate by classifying the type of advertising's landscape.

This study approach in three steps;

1. Background ; based on goods recognition and traditional value changed by the time.

2. Analysis ; interpretation's framework by principle of layout and rules.

3. Interpretation; relationships in connected to the similar image presented in other media

The results of this study as follow.

Landscape of magazine's advertising presented the four types - figure lands cape, ground landscape, figure and ground landscape, landscape without figure and ground.

1. Figure landscape; major schema considered dwelling as apartment advertising.

2. Ground landscape major schema considered self-awareness as cosmetics advertising.

3. Figure and ground landscape; major schema transmit sound in harmony with nature as piano advertising.

4. Landscape without figure and ground; major schema considered recollection as watch advertising.

By the results, major schema of each advertising landscape thought harmony

with nature and utopia. The communication of landscape image in magazine's advertising transmitted consumer's image about goods. It knows with interpretation of presented landscape image in magazine.

Applications on environmental design propose as follows

1. Conversion of thinking (Users - figure).

2. The role of commentator as environmental designer for the communication relate to landscape.

3. Change of concept in time and space.

Key Word

Environment, Landscap, Image, Schema, Advertising, Magazine, Figure and ground, Advertising landscape, Utopia