한국과 중국의 인쇄 공익광고 비주얼메타포 비교연구- 2016년-2020년 한국과 중국의 인쇄 공익광고 수상작을 중심으로 -

Abstract

Public service advertisements are an important way of communicating information that is used in modern society to interact with the public. Many public service advertisements use Metaphor to increase creativity and attract public attention. This study analyzes the visual Metaphor that appeared in Korean and Chinese public service advertisements. Through this, the two countries understand the problems and issues of the two countries, and reveal their commonalities and differences. The scope of the study will cover the winners of printed public advertisements in Korea and China from 2016 to 2020. It is analyzed based on Barthes's external meaning and public meaning, focusing on public service advertisements using a total of 20 visual Metaphors (10 Korean and 10 Chinese). According to the analysis, out of a total of 82 print ads in Korea, 14 were using Visual Metaphor, with 17% of the total, and 47 out of 115 were 42% in China. The findings are as follows. First, Metaphor was used and developed in various ways as a creative technique according to the change of the times. Second, it can be seen that Metaphor is also actively used in public service advertisements in both countries. Third, the creativity of the metaphor is one of the important factors to increase the advertising effect, and the appropriateness of the metaphor expression has an important influence on the audience's persuasion effect. The conclusion can be summed up to show the direction of future advertising in the future. Using Metaphor more actively to develop advertising communication can produce better advertising.