Study of the Visual Pun of Effective public Advertisements

Im Chul-e (Major in Advertising Design The Graduate School of Design Ewha Womans University)

Overflow of information to the degree of so called 'information war' seems to rather degrade the value of information more and more. Under this circumstance, it becomes clear that to promote the informations which public advertisement trys to deliver to be noticed more than those of general commercial ad. and more effectively accepted by people, new approaches to visual expression familiar to modern man's heart, creative, functional and practical are necessary.

Especially, according to the results of the precedent researches and evaluations on the effects of public advertisement executed b?' Korean Broadcasting Corporation every year, people demand new visual expressions and prefer advertisement with clean meaning and substance to be sympathized with.

Upon this fact, we can suppose that by making use of certain visual presentation effects, e.g. visual Pun and humour as its element, which can bring out a purification of feeling a catharsis in receivers' heart, degree of message acceptance can be heightened and people's understand can be improve.

Therefore, in this study, effects of the existing realistic public ads. and those by visual pun have been compared and reviewed, and next public ad. posters have been actually made to have effects as follows;

1. Noticeability differentiated from the precedent ones.

2. Induce more positive responses toward message through the familiarity of visual pun.

3. Increase memories of message and affect peoples' consciousness and activity.

Therefore, effect of visual pun as one way of public advertisement lies in a more effective execution of communication based upon social responsibility which this period demands and humanism to heighten people's favour toward public advertisement. And its significance lies in attracting people to be more concerned for social issues and their positive participation in them.

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