관계미학과 적대적 이론에 기초한 공공예술적 광고의 특성 고찰

Abstract

The purpose of this study is to consider the current state and the characteristic of the publicartistic ad. For this end, the association between the ad and the public art was revealed, and theconcepts of various advertisments were analyzed. Nicolas Bourriaud's 'Relational Aesthetics'theory can be applied to the public art in contentual and structural aspects. However, ClareBishop retained a critical perspective on the 'Relational Aesthetics' in general. In this paper, thetwo theories were examined and the relation-forming factors as the integrative concept weredrawn. Besides, the characteristic factors attempted in the typical marketing aspect escapingfrom the nature of the public artistic ad, that is, the existing form, were extracted to use as ananalysis tool for the case study. 5 awarded ads from 'Cannes Lions International Festival ofCreativity' were selected as the subject. The conclusion can be summarized as follows. 1)Thenatures of 'Relational Aesthetics' and 'Antagonism and Relational Aesthetics' correspond with theaim of the public artistic ad, and have the contextual similarity with the new genre public art. 2)While Bourriaud's theory is abbreviated as microscopic factors: participation, meeting,conversation, cooperation, and coexistence, Bishop's theory is abbreviated as the macroscopicfactors: objecthood, finality, and aesthetic impression. 3)The nature of public artistic ad isabbreviated as the accessibility, exclusiveness, imprinting, and story spread. 4)As a result ofanalyzing the case, it is confirmed that the participation, meeting, and coexistence are the mainfactors giving the participant the interest and experience in the microscopic relation-formingfactor, and the conversation and cooperation are omitted according to circumstances. 5)It isconfirmed that although the objecthood is different from the finality, the aesthetic impression issecuredin the macroscopic relation-forming element. 6)Successful ads surveyed by this studyactively use the atypical approach escaping from the existing form, and the accessibility,imprinting, and spread effect of the story increase through this.