명화를 활용한 광고사진의 국내사례 연구

Abstract

While the growing interest on the art among consumers, many researches on the art infusion have been conducted. The purpose of this paper is to catagorize the types of art infusion in domestic advertisements in three groups such as simple borrowing, simple modification, and re-interpretation. Through the analysis on the 100 cases of art infusion on the domestic advertising, the paper found the fact that re-interpretation of the artworks, adding creativeness into the painting or reproducing the artworkk was the most popular type being used, followed by simple modification and simple borrowing. It was also found that art works were most widely used in electronic products, services, corporate promotion, sequantially. The most popular painting in advertisements was Vincent van Gogh followd by Leonardo da Vinci, and Da Vinci’s ‘Mona Lisa’was mostly found in the advertisements. It seemed that the paintings that are already well-known to the public had mostly used for advertisements. And when using well-known art works, simple modification or re-interpretation were preferably applied. By doing so, the advertisers could expect to ease the fatigue of frequently used paintings and give positive emotional experiences while taking an advantage from the luxurious images of the paitings.