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¹ßÇàÇÐȸ : Çѱ¹Á¶Çü±³À°ÇÐȸ [Society for Art Education of Korea]
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¡Ø ABSTRACT
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º» ¿¬±¸ ³í¹®ÀÇ ÁÖÁ¦´Â ±¤°íÀÇ ½Ã°¢Àû ÀÇ»ç¼ÒÅë(Visu
al Literacy/ Visuelle Kommunikation)ÀÇ ¿ø¸®, ÁÖ¿ä °³³äÀÎ ¡®ÅؽºÆ®¡¯¿Í ¡®±×¸²¡¯ ±×¸®°í ±× ±³¼ö¹ý¿¡ °üÇÑ´Ù. ½Ã°¢Àû ÀÇ»ç¼ÒÅëÀÇ ¿µ¿ªÀº ¸Å¿ì ³Ð±â ¶§¹®¿¡ º» ³í¹®¿¡¼´Â ±× ¿µ¿ªÀ» ÀÌÂ÷¿øÀû Áö¸é±¤°í¿¡ ÇÑÁ¤ÇÏ¿© ´Ù·é´Ù. ±×°ÍÀº °¢ ¿µ¿ª¿¡ µû¶ó ½Ã°¢Àû Àü´Þ¸Åü°¡ ´Ù¸¥ ü°è¸¦ °¡Áö°í Àֱ⠶§¹®ÀÌ´Ù. ±×·¯³ª ³í¹® Àüü ÅؽºÆ®¿¡¼ ½Ã°¢Àû ÀÇ»ç¼ÒÅë¿ø¸®¿Í ÅؽºÆ®¿Í ±×¸²¿¡ ´ëÇÑ ÀÌÇØ´Â µ¿¿µ»ó¿¡¼ ³ª¿À´Â ÅؽºÆ®¿Í À̹ÌÁö¿¡µµ »ó°üÇÒ Á¤µµ·Î ±× ³»¿ëµéÀº ÀϹݼºÀ» Áö´Ñ´Ù.
The study dealt with visual c
ommunication principles and didactics of
advertising. The field of vis
ual communication is very wide. This study focused
on two-dimensional advertisin
g because each area of visual communication has
different conveying media and
systems. The study has three goals.
The first goal is to define t
he principles of visual communication and their
basic concepts ¡®text¡¯ and ¡®im
age¡¯. This problem is put out: The principles of
visual communication are argu
ed with W. Koch¡¯s scheme and these are supported
with the neuropsychological t
heory that the information in text draws the surface
of the text, textual meaning
and mental model in the brain.
The second goal is to deal wi
th the main concepts of visual communication
argued with the terminology o
f ¡®text¡¯, ¡®image¡¯, ¡®icon¡¯ and ¡®sign¡¯ in the context of
advertising and semiotics, an
d to bring the problem of didactics for visual
communication. The study argu
es also about the problem of how to approach
image and text analysis in ad (ÀÌÇÏ »ý·«)
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