A Study on Expression and Function of Advertisement Introducing Sensitivity of Post-Modernism

Lee, Jae-Bong (Department of Industrial Design Graduate School of Industry Kyungsung University)

The post-modernism which is applied to all the fields including culture, living, society and art in the late 20th century initially appeared centering around America, and then has been discussed widely in the entire field of art, society and others. So far, nevertheless, its concept has not been defined exactly and clearly.

It is true, however, that while the modernism was very popular in the early 20th century. The post-modernism is substituting for the modernism with respect to its trend of history and periodic spirit in the late 20th century.

In particular, the post-modernism has become more important in advertisement not only reflecting cultural situation well. But leading popular culture. In so doing, the existing values and norms of modernism aiming toward the principle and elite have been destroyed. It is necessary, therefore, to reconsider whether or not the increasing advertisement of the post-modernism is properly playing its essential role.

Accordingly, the purpose of this study is to examine the concept of post-modernism and its social state, to find out the expression style and features of advertisement with sensitivity of post-modernism, and to analyze the purchasing behavior of consumers as well as what they want regarding the advertisement. In order to learn whether the domestic advertisement of post-modernism functions appropriately or not.

This study was carried out by using a variety of data based on domestic and foreign theories several published studies and regularly printed matters, and daily newspapers to examine the effect of the post-modernism on public society and to analyze both advertising expression features and functions of the post-modernism advertisement. In addition, this study was conducted to analyze what the consumers try to obtain really from advertisement, by means of a variety of CPR data.

Based on the analysis, it was shown that the post-modernism advertisement is classified into 9 different kinds available for the consumers. Most of them are entirely based on creative advertisement and so aims only at issue or outstanding characteristics without considering the concept of advertisement or consumers' understanding. To produce the advertisement in the future, therefore, it is required to arrange the materials for its expression with exact concept, keeping in mind that these shocking or outstanding characteristics are not the goal for advertisement but just its method.