광고사진에 활용된 시지각 표현 연구 : 루돌프 아른하임 이론을 중심으로

Abstract

This study aims to figure out the formative characteristics reflected into advertising photograph based on Rudolf Arnheim’s visual perception theory (Gestalt psychology, visual thinking, visual perception characteristics) in psychology of art. Although advertising photograph as the aesthetic expression that has been developed for a long time is Rudolf Arnheim’s visual perception theory in psychology of art which has been grown and developed in painting (art work), the entire process of visual perception is general behavior applied to anyone; thus, it may be the theory that is applicable to advertising photograph as well. After subdividing the formative characteristics reflected into advertising photograph into the three items of shape and form, space, and movement, this study drew the following analysis results of each characteristic based on Rudolf Arnheim’s visual perception theory:First, the visual grouping based on the similarity of shape and form expressed in advertising photograph simplifies complex visual stimuli and works as a formative element that can perceive the meaning of a photograph clearly and promptly. Second, the spatiality expressed in advertising photograph is affected by various perceptive conditions and can be felt when the lines of the picture are shown divided. And such things as the exchange of foreground and background and optical illusion work as elements to increase spatiality as affecting the locations of the forms in the advertising photograph and the spatial characteristics around it. Third, the changes of the forms according to the movement and direction of the curves expressed in the advertising photograph work as elements to enhance the kinesthetic sense by intriguing the audience and expressing tension and also changing the locations among all the forms. Rudolf Arnheim’s psychology of artistic approach in advertising photograph would be helpful for the research to express advertising photograph corresponding to human senses in the flood of advertisement in this rapidly changing contemporary society. It is expected that this will help design even more developmental advertising photograph combined with the concentration and psychology of the observer towards the aesthetic responses of advertising photograph afterwards.