한국 근대광고에 나타난 패키지디자인 고찰 : 신문 광고를 중심으로

Abstract

Advertising in our country started with the advertisement of Sechang Industrial Company posted on the fourth edition of "Hansung" Weekly in 1876. The era of advertising can be classified into the late Korean Empire (1886~1910), Japanese colonial era (1910~1945), era of printing advertisement (1945~1959), era of printing and broadcasting (1959~1981), era of color advertisement (1981~) according to Korea Federation of Advertising Associations. The period from the late Korean Empire to the Japanese colonial era is normally called the modern period, which falls into the late era of Chosun Dynasty. The modernization of Chosun first began with changes in the upper structure-culture-consciousness through the discourses of Westernization, civilization and opening with the lack of physical and realistic foundations. The dismantlement of tradition, renovation of institution, and Westernization was led and imagined by the symbols of culture and language while the collective passion to the modern knowledge, education, information, experience, discourse and symbols among others in a crippled state that could not be applied completely to the reality went ahead of any realistic changes. As the modern advertisements underlying today's advertisements were advanced around the printing media, the derivative effects could have been quite different from those of today. Although the modern advertisements could not be said any advertising adaptive to the advancement of capitalism, we cannot but have to admit that they become very important materials in understanding their nature as they accommodate the styles and contents of the modern history. Especially, as the patterns of package design remaining in those advertisements contain the phenomena in the times as they were, they are considered very meaningful in the study of package design where we are lacking of the modern materials. It is very meaningful to have any academic research on things in the past in our country, and thus wider and deeper records should be made as much as possible. The study through advertisements in the newspapers in the modern times is one of the most reasonable methods in respect of these circumstances. This study provided an opportunity to identify the features of package design along with the modern products and to perceive the point again that the package design is positioned as the self-portrait which represents the times.