중국 전통차 포스터 디자인 연구 : 송나라 ‘심안노인’의『다구도찬』을 중심으로

국문 초록 (Abstract)

중국 전통차의 변화와 발전은 유구한 역사를 자랑한다. 차는 일종의 음료로서 중국인의 일상 생활방식에 스며들었다. 사람들은 여러 가지 유형의 차를 통해 다양한 맛을 음미하고 갖가지 차를 우려내는 과정에서 즐거움을 맛보며 다채로운 다기를 통해 차를 마시는 미감을 경험한다. 중국 전통차의 계승과 발전을 위해서는 효과적인 홍보와 보급이 중요하며 포스터 디자인은 커뮤니케이션 속도가 대단히 빠르고 그 범위가 지극히 넓은 홍보 매체로서 중국 전통차의 홍보에 중요한 역할을 할 수 있다.
본 연구는 총 7개 장절로 이루어진다. 제1장 서론은 주로 본고의 연구배경, 연구목적, 연구범위 및 연구방법을 개술하였다. 제2장 이론적 배경 연구는 중국 전통차 이론 연구 및 포스터 디자인 이론 연구를 포함한다. 여기에서는 주로 대표적인 이론 저서 및 박사 논문을 선정하여 정리하고 개괄하였다. 제3장은 사례 연구로 중국, 한국, 일본 등 3개국의 차를 주제로 한 포스터 디자인을 각각 분석하였다. 제4장은 조사 분석으로 사례에 소개된 차 관련 포스터를 콘텐츠 소재와 시각적 표현기법 등 두 가지 측면에서 귀납적으로 정리하였다. 제5장은 전통 다구 분석이다. 그중에서 다구의 아름다움, 다예 절차, 차를 마시는 분위기 등 세 가지 측면의 분석과 탐구를 포함한다. 제6장은 전통 차 포스터 디자인의 실천과 활용이다. 남송시기 심안 노인 <다구도찬> 중 다구의 실루엣을 이용하여 16점의 포스터를 제작하여, 차문화의 역사적 이야기와 <다구도찬>의 가치를 보급하였다. 포스터는 색채 표현 수법과 창의적인 글씨체 디자인으로 제작되었으며, 전통의 다구에 더욱 현대적이고 세련된 매력을 더하여 대중들이 전통 다구에 대한 고유한 이미지에서 벗어나 중국 전통 다구의 색다른 미감을 느낄 수 있도록 하였다. 제7장은 디자인의 의미 및 결론을 도출하였다.
중국 전통 차 포스터 디자인에 대한 연구와 분석을 통해 현재 차 테마 포스터 소재 유형과 시학 표현 형식을 정리하고 전통 차 테마 포스터 디자인 이론을 풍부하게 했다. 이를 기반으로 본 연구는 남송 시대 심안 노인의 <다구도찬>을 중심으로 포스터 디자인을 진행하여 중국 전통 차 포스터 디자인의 내용 소제 및 시각 표현 형식을 더욱 풍부하게 하고 중국 전통 차 문화를 보급하는 목적을 달성했다.

목차 (Table of Contents)

• 목차
• 제1장 서 론················································································1
• 제1절 연구배경 및 목적·······························································1
• 제2절 연구범위···········································································3
• 제3절 연구방법 ··········································································4
• 제2장 이론적 배경·······································································6
• 제1절 중국 전통 차의 이해···························································6
• 1. 중국 전통차 이론의 선행 연구·················································6
• 2. 차문화의 개념·······································································9
• 3. 차문화의 사회적 기능···························································12
• 4. 중국 전통 다구의 특징··························································15
• 5. 중국 전통 다구의 분류··························································22
• 제2절 포스터 디자인 이론 연구···················································27
• 1. 포스터 디자인 의 선행 연구 총론···········································27
• 2. 포스터 디자인의 개념···························································30
• 3. 포스터 디자인의 사회적 기능·················································31
• 제3장 전통차 포스터 사례 연구····················································34
• 제1절 전통차 포스터의 중국 사례·················································34
• 제2절 전통차 포스터의 한국 사례·················································49
• 제3절 전통차 포스터의 일본 사례·················································57
• 제4절 중, 일, 한 차 포스터의 비교 분석·········································62
• 제4장 전통차 주제의 포스터 디자인 조사 분석································65
• 제1절 전통차 브랜드 분석·····························································65
• 1. 차 브랜드···············································································65
• 2. 다구 브랜드············································································67
• 3. 차 음료 브랜드········································································69
• 제2절 전통차 주제의 포스터 디자인 분석·········································71
• 1. 전통차를 주제로 한 상업류 포스터··········································· ·72
• 2. 전통차를 주제로 한 문화류 포스터·············································76
• 제3절 전통차를 주제로 한 포스터 디자인의 시각적 표현 분석·············83
• 1. 디지털 이미지···········································································83
• 2. 벡터 그래픽··············································································87
• 3. 핸드 드로잉 일러스트································································94
• 4. 디지털 일러스트레이션····························································100
• 5. 수묵 요소················································································106
• 제5장 전통 다구의 분석···································································113
• 제1절 다구의 아름다움 표현····························································113
• 제2절 다도의 과정··········································································123
• 제3절 차를 마시는 의경(意境)··························································129
• 제6장 전통차 포스터 디자인의 실천과 활용·······································133
• 제1절 콘텐츠 소재와 시각적 표현 보완··············································133
• 1. 남송시기 심안노인 <다구도찬>의 운용········································133
• 2. 현대 포스터 디자인의 색채 요소 활용··········································137
• 3. 현대 포스터 디자인의 창의적 폰트 활용·······································140
• 제2절 중국 전통차 브랜드 디자인 실천·············································144
• 1. 브랜드 디자인의 가치와 의미······················································144
• 2. “심안당” 브랜드의 설립과 특징 분석············································145
• 제3절 본인 작품을 중심으로 한 전통차 포스터 디자인·························147
• 1. 다경의 십이선생 시리즈 포스터 디자인········································147
• 2. 다구의 아름다움 시리즈 포스터 디자인········································155
• 3. 다구와 문자 시리즈 포스터 디자인···············································165
• 제7장 결론·······················································································174
• 참고문헌··························································································177
• ABSTRACT······················································································181

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