광고의 시각 아이디어 발상에 관한 기초 연구

Abstract

There was a longing for ideation and creativity at all times. Depending on the times, it was considered sacred or it was treated as a product of geniuses. Since research on creative ideas is based on complex humans, the research has not advanced easily. Therefore, the researchers divided the research areas of this creativity into 4P and divided the research by field. Currently, some achievements are being made. 4p is divided into research on creative people (Person), creative product (Product), creative process (process), and creative environment (the creative place). This study is a basic study of the idea process that creates creative products by studying the creative processor, one of the categories of 4p. Creativity is a very ambiguous and difficult concept, and it is difficult to prove easily, and the research on it has not been carried out in various and faithful manners so that its attribute works as a complex factor rather than a single factor. However, with the recent advent of artificial intelligence (AI), creativity is again emerging as a hot topic. The idea-making method used in advertising begins mainly based on language. Typical ideas are brainstorming, brainwriting, and Gordon’s and Scamper’s Checklist Method, most of which are based on languages. First of all, this study will faithfully look at various views on this idea-making method. Currently, most ways in coming up with ideas provide suitable methods for conceiving linguistic ideas, so its application was not easy in the field of vision. In general, ideas are practiced linguistically, and verbal ideas are visually substituted in the final stage. However, since most advertisements provide both language and visual messages, it is necessary to connect them organically. When using such an idea, the vision is often used as an auxiliary tool of language. So, this study started with the idea that various idea methods were also needed for the idea of visual ideas. Idea proposals through visual thinking will fill the limitations of linguistic ideas and can be approached with various ideas. This study intends to do a basic study for the idea method for visualization of advertisement photos