신문광고 대상 수상작을 통해 살펴본 디자인 변화에 대한 연구

Abstract

This research is to foresee newspaper ads' design trend by examining past grand prize winning newspaper ads, and to set up the upcoming standard of the media advertisement design. Newspaper advertisement grand prize has been conceived as one of the profit channels of the major newspaper companies. Yet even under such perception, media do put an effort to evaluate fairly according to design principles, and this is very encouraging as media acknowledge design as a specialized field. As the value of design evaluated properly, newspaper design is likely to step up accordingly. Past grand prize winning newspaper ads has projected not only the changes of the design style, but the phase of the times. Thereby, this research, by examining and comparing past grand prize winning newspaper ads, was able to analyze design trends of the newspaper advertisement of the times, revisit the social/industrial aspects of the society, and foresee how design trends will evolve going forward. As a traditional media, newspaper has faced tremendous changes in terms of presentation methods academically and practically. Customers' tastes and purchasing power have changed accordingly along with the economic growth. Under this circumstance, this research aims for newspaper advertisement design to evolve and develop as online/mobile advertisement design does.