A Study on Cases of Parody Advertisement from the Point of View of Creativity and Imitation

One Hong(Major in Visual Design, Sookmyung School of Design)

Directed by Prof. Yoo Han Tae

Parody advertisement has become widely accepted as a new technique of post modernism. There is wide spread debate on whether or not this technique lacks creativity. With continuous controversy, in the field of advertisement, it is argued that it is mere imitation and plagiarism. It is also stated that compared to other fields, advertisement requires human creativity and inspiration. From this point of view, the lines of imitation becomes blurred and can bring complex difference of opinions.

This thesis will attempt to realize that, in fact, parody advertisement is a new creative expressional force that has survived and preserved in the global marketing.

The use of parody is effective in communicating information to the public. For it is an easy and pleasant means of expression because it employs ironical expressions.

Parody may recreate serious literary or art works into playful messages to promote a mutual exchange of useful ethos business and public. This means of advertisement is powerful and efficient because while playfully criticizing fundamental of its work, it also respects its integrity. In conclusion, presenting its market with an unconditional means of advertisement.