A STUDY ON THE ADVERTISING EFFECT THROUGH IMAGE PROCESSING

- WITH A FOCUS ON PRINT MEDIA -

Today's advertisement, which are operating based on the immense fund like the expression of "advertisement is the flower of capitalism," are incessantly changing and developing riding on the back of the development of mass communication and the trend of strengthened competitive power of corporates. As the industry develops, the position of advertising has been changed from auxiliary concept in marketing activities and a necessity to develop new advertising methods has been emerged in order to occupy active priority in the sales competition stemming from mass production. Advertising became to have a mission to create continued consumption through the development of effective advertising communication.

The rapid advancement in scientific technology since the post- industrial society has given enormous effects on all fields of society, including economics and culture. In particular, the advent of computer science, in the middle of the 1940s made crucial impacts on not only science and technology field but on arts and designing as well. Historically, artists have developed their realm of expression by using new technology. In the graphic design area these days, artists are expanding realm of visual expression through experiments and utilization of designs with the aid of computer.

In this context, advertising expression using image processing has an ample ground for properness as a new expression method of advertisement and as a means of new visual expression using computer. Image processing is not confined to just adding simple change or correcting existing photo or graphic. Sometimes it transcends reality and unreal world and it can be used as a useful tool to make concrete the idea one wants to express.

In fact, various and funny ads using image processing in a variety of print media, including newspapers and magazines, are appealing very much to consumers. And this trend is expected to be intensified further. However, it is also the reality that theoretical and experimental study on this area has been insufficient in light of the utilization of the image processing in advertising and I think study of image processing is needed as a means of effective way to vitalize advertisements for print media. Therefore, this study is intended to suggest image processing techniques as more active and effective advertising tool by seeking precise understanding about image processing and looking into the technological problems and through practical method of analyzing the status of advertisement using image processing and making surveys.