정신분석학을 이용한 화장품 광고사진에 관한 연구 - <Vogue>잡지 광고사진을 중심으로 -

Abstract

The purpose of this study is to analyze cosmetic advertising photography utilizing psychoanalysis. From the magazine <Vogue> which was published in Korea, the advertisements for basic cosmetics and makeup goods that are available for market from May 2011 to April 2012 were collected. With the collected advertisements, the analysis was carried out to find the effects of Ego defensive mechanism in cosmetics advertisements. Despite the widespread recognition of the importance of creativity in advertising photography by practitioners and scholars, no systematic research has been conducted to define advertising creative concept or examine how it relates to advertising effectiveness. Sigmund Freud describes how the Ego uses a range of mechanisms to handle the conflict between the Id, the Ego and the Super ego, which is why these mechanisms are often called 'Ego defense mechanisms'. Ego defense mechanisms serve a useful protective function, they usually involve some measure of self-deception and reality distortion, and may seriously interfere with the effective resolution of the actual problem. Ego defense-mechanisms are considered to be maladaptive when they become the predominant means of coping with stressors. The present advertising production attempts to fill this gap by reviewing Ego defense mechanisms in psychoanalysis, marketing and advertising. From this base, a model is developed which defines a creative advertisement as both divergent and relevant. The effects of divergence and relevance on consumer processing and response are examined and a series of theoretical propositions are developed. Next, a general theory of creativity in advertisement is developed that calls for research in one primary area: study on the production of advertisement utilizing Ego defense mechanisms.