커뮤니케이션 아트로서의 타이포그래피를 이용한 패션광고 포스터 표현연구

Abstract

As the concept of the garment changed after the first and second WorId War, fashion industry entered into our lives as popular industry. Through 1970's and 1980's, fashion developed as living art which created? the future and showed itself as future-oriented international industry . Each company produced many kinds of goods in different brands, and the new and special way of research became needed to enforce its position in the national market and to make the consumer know clearly the image of its brand. In this paper new and different attempt of fashion advertising was made by accepting the typography in the form of design. The word typography had its own meaning as type printing, which was purely literal, but was intepreted the tool of communication by letter in these days. The typography did not only include transferring verbal information but also made non-lingustic visual image. In doing so visual effect was enlarged by contrast of mutual correlation between non-verbal symbol and verbal symbol. So this paper expressed advertising of postmodem total fashion 'mook' through the merry making and disjointing tendency of the typography. And this paper also offered the future of fashion advertising poster by arranging the theory of typography which had the great role in communication, and by studing the new generation's buying trend and prefering advertising.;As the concept of the garment changed after the first and second WorId War, fashion industry entered into our lives as popular industry. Through 1970's and 1980's, fashion developed as living art which created? the future and showed itself as future-oriented international industry . Each company produced many kinds of goods in different brands, and the new and special way of research became needed to enforce its position in the national market and to make the consumer know clearly the image of its brand. In this paper new and different attempt of fashion advertising was made by accepting the typography in the form of design. The word typography had its own meaning as type printing, which was purely literal, but was intepreted the tool of communication by letter in these days. The typography did not only include transferring verbal information but also made non-lingustic visual image. In doing so visual effect was enlarged by contrast of mutual correlation between non-verbal symbol and verbal symbol. So this paper expressed advertising of postmodem total fashion 'mook' through the merry making and disjointing tendency of the typography. And this paper also offered the future of fashion advertising poster by arranging the theory of typography which had the great role in communication, and by studing the new generation's buying trend and prefering advertising.