카메라 제조사의 광고사진에 나타난 비주얼 유형 분석 -캐논·삼성·니콘·소니·올림푸스를 중심으로-

Abstract

Along with the advancement of optical scientific technology, camera manufacturers have come to be in fierce competition. The main contributor that played the basic role in and turned contemporary society into a visually oriented society was the camera manufacturers. In such a cultural environment, the advertising of camera manufacturers plays the role of delivering the image of society and culture as well as its role of informing consumers about product information. Concerning general photographs, they are based on truthfulness; however, the advancement of digital technology has enabled the expression of appropriate images according to the characteristics of a product through very diverse elements on the image of advertising photographs. As a means of effective expression and recognition, the majority of camera manufacturers use visual scandal for advertising strategies. In order to correctly understand various expressive techniques used either intentionally and unintentionally by one advertiser, a detailed analysis of the physical level of an image is required, foremost. Therefore, this study is to conduct research into how the act of audiovisual awareness by humans who perceive and recognize things is utilized in the semantic structure strategies of advertising photographs by camera manufacturers, through the functional expression and advertising models (human/non-human models) of their own products through an intuitive visual by classifying and analyzing the visual effect types applied to the advertising photographs of camera manufacturers.