‘문인화’에 담긴 창작정신과 태도 고찰: 사혁의 ‘화육법’을 중심으로

Abstract

The purpose of this research is to provide a discussion of creative spirits and attitudes as embodied in paintings of literate man, among other aspects, often painted by the aristocrat class (“Sunbee” class) during the Chosun dynasty, and consider whether such creative spirit could be applied in modern advertising. To this end, Sa Hyuk’s “Six Essentials,” which formed the basis of creating paintings of literate man were, considered as the basis. While the “Six Essentials” had vertical interpretation as its foundation, in this research I’ve expanded its meaning to allow horizontal interpretation to apply in creative spirits in advertising. As a framework of horizontal interpretation, “Animation through spirit-consonance” was viewed as the basic attitude that a painter of literate man should have in appreciation/ assessment/ practicing, while “Transmission (of the experiences of the past) in making copies” was regarded as the basic capacity for a painter to have in creating a painting. If a painter possessed the basic spirit of “Animation through spirit-consonance” and the basic capacity of “Transmission (of the experiences of the past) in making copies,” an artwork that is in effect “Animation through spirit-consonance” can be created provided the remaining 4 essentials are adhered. Such principles could be applied likewise in advertisement or commercial creation.