근대전환기 신문 광고의 서사적 삽화 연구

Abstract

The transition period to modern age is the time when a new media of newspapers appeared. The emergence of newspaper media has led to the emergence of modern advertising. This meant to be the projection of the values ​​and ideals of the contemporary public, which were beyond simple information provision. The use of images in newspaper advertising began with the advertisement of Sechangyanghaeing in the 《Dongnipsinmum》 in February 1897, and later an illustration to realistically implement the advertising product begins to emerge. The use of illustration in advertising is due to the fact that images are more economical than text. This is because the immediate delivery through visual rather than the act of reading and interpreting leads to a greater advertising effect. The illustration of the newspaper advertisement is merely a direct display of the product image, but it is extended to the illustration of the indirect image depicting the image discourse projected on the product itself. To describe the target of the advertisement simply, it tried to stimulate the purchase demand through the illustration including the advantages of the product and the use effect. Also, it tried to implement specific discourse by giving narrative attribute to illustration. It tried to stimulate the purchase intention of the consumers through the attempt to replace the product with sexual interest and to replace it with sexual enjoyment. The advertisement shows a way of communication between producers and accepters. It is because they do not stay away from simply selling goods, but because the speaker and the recipient share the age and the universality. In the transition period to the modern age, advertising in newspapers serves as an important source of information about what cultural characteristics the contemporary advertisers and consumers share.