Fashion 광고 Illustration

Abstract

산업화의 급성장으로 인해 우리의 생활에 새로운 감각의 눈이 뜨여지게 되었으며 동시에 패션산업계에서도 짧은 시간 내에 정확하고 빠른 정보화의 요구로 인해 타회사와의 차별화와 시각적 이미지 전달의 수단이 필요하게 되었다. 이제까지의 모든 패션광고의 표현을 보면 모델이 착용한 의상은 바로 상품제시라는 구매동기를 제공하게 되므로 실제사진이 그 표현방법의 대종을 이루었다. 그러나 생산포화, 급속도의 라이프 싸이클, 불확실성의 소비자 심리 자유분방한 전후세대 소비자로 설명되는 20세기 미래 고객을 위해서 패션광고의 새로운 표현이 필요하게 되었으며, 그 한 방법으로 새로운 방향의 illustration의 표현을 시도해 보았다. 간혹 경우에 따라서 시각적 자극만을 위한 색채 사용이라든지 내적인 깊이가 없는 표현으로 인한 부작용을 생각하면서 최대한으로 문헌을 참고하여 연구 제작하였다. Ⅰ장에서는 패션광고 Illustration을 연구하게 된 목적과 범위 및 방법을 논해 주었고, Ⅱ장에서는 Illustration이 인간 특유의 공통적인 정신조작과 시심상을 통해 보편적이고 강력한 메시지로 전환된다는 시각적 사고를 밝혀주고, 현대의 치열한 경쟁 속에서 점점 잃어만 가는 휴머니즘을 회복시켜 주기 위해 시대성에 맞추어 표현한 광고 Illustration의 효과를 언급해 주었다. Ⅲ장에서는 패션산업의 흐름과 패션산업이 성장하게 된 동기와 패션산업의 우리나라 유입에서부터 최첨단 산업으로까지 발달하게 된 시대적 배경을 언급해 주었으며 자료분석을 통해 패션광고에 있어 Illustration의 시각적 효과를 설명하고 자료를 제시해 주었다. Ⅳ장의 작품제작에서는 시대적 감각의 요구에 따라 강하고 단순한 이미지의 어필로 소비자들과의 자연스런 접근을 시도했다.;Along with the development of our society and economy, it is inevitable that all kinds of industrial activities including marketing communication -i.e. advertisement - in particular are thriving. It is quite recent that the ad. illustration became a concrete and distinctive gentre of communication which uses forms and colors rather than language and began to say something for itself. Our civilization has got diversified gradually and the copying technique by means of print has improved tremendously. So the need for a new printing way of communication resulted in the apppearance of advertisement illustration. Owing to the thriving fashion industry, the fashion ad. illustration has been demanded to so large an extent that it is expanding its terriotory in many fields. That is to say it assumes various functions. The illustration promotes the purchasing power of the market, supplies the world fashion information through technical journals and plays the role of point-of-purchase advertising, such as the sale-promotional programs and labels of various business firms. It takes even the part of transmitting pure sensation in an artistic way. The contemporary fashion industry is regarded not only as an information industry by means of a specialized information system but as a sensory industry for the mass to create the added value of mass production system. In accordance with this trend of the timer a lot of fashion advertisement illustrators are making efforts to transmit new pieces of information through new-moded and sensuous fashion illustrations which promise benefits to consumers. It should be noted that fashion advertisement illustrations not only convey merely simple messages but also expose the current policy of the fashion world and the leading sense of dress. They also provide the right image of dress maker and their works. It is also important that the illustrations have to be functional in terms of their purposes and characteristics. In addition, they should satisfy the necessary conditions of usages and purposes visually. That is to say that the functions of fashion advertisement illustration, apart from those of other ads, are to leave deep impressions on consumers' sense of sight, to cause preference for the products and to persuade other customers by distinguishing the products from others. Therefore the illustration should provide trust-worthy information about the industries and products. While the most part of fashion advertisement today is monopolized by photos, it can be safely said that illustrators are under very hard circumstances. However illustration can transcend the limitation of photos in the way of description, making use of daring omission and transformation. So this illustration has been made as to appeal directly to consumers by attempting this ingenuous and distinctive way of expression. Finally, my sincere hope is that this occasion would be a chance to as certain that the fashion advertisement illustration is the most progressive and creative way of communication that leads other advertisement media.