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셰익스피어와 팬데믹: 그의 삶과 작품과 극장에 미친 역병의 영향
박영원 미래영어영문학회 2024 영어영문학 Vol.29 No.1
William Shakespeare was never free from the specter of the pandemic that swept across Europe from his birth to the end of his life. Despite this, his works seem to lack direct references to the contemporary pandemic, and researchers have not considered the relationship between Shakespeare and the plague a significant issue for more than four centuries. The term “plague” in his works has mostly been seen as representing external elements of the plot, such as exclamations, curses, expressions of anger, or descriptions and metaphors of negative situations. It seems unusual that Shakespeare, who had a profound understanding of human suffering, sorrow, life, and death, did not express concern about the pandemic that dominated the lives of people in his time. For modern readers who have experienced the COVID-19 pandemic, this is an intriguing question. Therefore, this paper aims to uncover traces of the plague in his works and reevaluate the correlation between Shakespeare and the pandemic by analyzing the content related to the plague from a new perspective. Additionally, the paper seeks to discover the impact it had on the author's life and works, and examine the changes it brought to the British theater. In doing so, the paper asserts that the pandemic is not merely a problem confined to Shakespeare's era but remains a common concern that resonates in the current era experiencing the COVID-19 pandemic. This exploration becomes a task of discovering and expanding Shakespeare's universality from a literary perspective.
효과적인 광고표현을 위한 시각적 유우머에 관한 연구 : 광고 Illustration을 중심으로
박영원 淸州大學校 1994 淸藝論叢 Vol.8 No.-
Advertising can be defined as one of the most important messages in public media designed to inform and persuade people about the advertiser's product, service, or cause in these days. Advertising appears in the mass media. Mass media are advertising carriers such as television, radio, magazines, and newspapers, which is actually sponsered by advertising. Advertising is used and regarded as a tool or technique for marketing product and contributing to economy, and it is a paid message that appears in the mass media for the purpose of communicating messages. Regardless of the varying role of advertising, the attitude of consumers for advertising is negative, not because of its function but because of its expression and noise. And also there is negative reaction to the mass communication passed through the mass media including advertising, because it has the possibility to prevent people from having opportunities for direct experiences about the culture instead of vicarious one from mass media. It is true that many people criticize the morality, entertainments and the falsity of advertising, even though it is very essential to the modern industrial society as an economical foundation for mass media. Advertising relates to other marketing functions such as personal selling and merchandising, and influences the consumer purchase decision process. Nowadays the role of advertising, such as cultural importances as well as social needs and an economical improtance, has been emphasized. Therefore, more effective communication methods, based on not only communicative functions but also cultural and social levels, are required. The purpose of this thesis is to describe how to manage and advertising effort, especially advertising expressions. This thesis emphasized the study about the possibility of visual humor for more effective advertising expressions, which can differentiate an advertising from the others. The visual humor for the effective advertising expression, which is researched and described is applicable to both products and nonprofit firms. And the humor-effected advertising has the possibility to get rid of the negative aspects of advertising and the stress of today's human beings, furthermore it makes positive mood to accept messages of advertising. In addition, the humor touched advertising communication motivates modern people to enjoy spiritual pleasure. Also the humor should be estimated as a means for creating design ideas as well as generating smile and laugh. so the method for the visualization of humor is also essential to realizing the potential power of humor for creating effective communications. Consequently, the practical use and application of humor effect for the advertising is necessary. Humor is the quality in writing, speech, art, or music that arouses mirth or induces laughter. And humor relieves tensions, and is beneficial both physically and psychologically to the person who can enjoy it. The humor can be used for more effective communication to accelerate sales promotion, create spiritual pleasure and reduce the negative aspects of advertising in terms of cultural and social functions as well as economic ones. The most frequently cited work concerning humor in advertising is Sternthal and Craig's synthesis of the literature in 1973. Based on the literature, they presented tentative conclusions about humor that they hoped would guide practitioners and serve as a frame work for future research. Their conclusions were : humorous messages attract attention and may detrimentally affect comprehension. And humor may distract the audience, yielding a reduction in counterargumentation and an increase in persuasion. Humorous appeals appear to be persuasive, but the persuasive effect is at best no greater than that of serious appeals. Humor tends to enhance source credibility and audience characteristics may confound the effect of humor. A humorous context may increase liking for the source and create a positive mood, which may increase the persuasive effect of the message. To the extent that a humorous context functions as a positive reinforcer, a persuasive. communication placed in such a context may be more effective. The Sternthal and Craig work remains a landmark synthesis of humor in the advertising literature, but the conclusions were general and tentative. There are some differences between humor and visual humor. The visual humor can be regarded as an original source for creating design ideas as well as making laughs. There are several types of general humor, for example, wit, satire, irony, parody and so on. These can be motivations of developing an up-to-date idea. Wit differs from most humor in being purely intellectual, rather than relying on incongruities that come up naturally in many situations. Most humor produces smile, but wit usually induces sudden laughter. Satire presents the weaknesses of mankind and makes fun of them. Usually, satire attempt to cure the foolishness by making people laugh at it. And sarcasm is much more brutal than satire. On the other hand, irony may begin as a compliment or a simple statement, but it conceals a sting in the remark. It is usually expressed by a tone of voice, and is often an understatement. And irony is the most challenging and gives the keenest pleasure. It is shown through a remark or situation that means the opposite of what it appears to mean. And parody and burlesque also can be great means for advertising expressions. Parody and burlesque change the wording of a well-known story or song to produce comic results Parody is usually more pleasing than pure mimicry. It is an imitation of the style of a well-known artist. A performer who impersonates other performers compliments them in a way. In addition, farce, slapstick, and buffoonery are humorous to many people. They involve throwing custard pies or pushing unsuspecting persons into swimming pools. From another point of view, the humor of words contains pun, hyperbole, repetition, and comparison or contrast. Especially in case of pun, it can be most important type of humor for making analytical and humorous effects visually. Pun, meaning the humor of double meaning, furnish us with much of our humor. Puns are 'plays on words' in which one word is said when another one is meant. The phenomenon that one symbol can have two or more meanings or that two or more symbols can have similar or identical images, but different meanings is the essence of a pun. The concept of pun is the most valuable for creating the visual humor by substitutioning, combining and manipulating symbols. There are essentially three distinct categories of puns: the literal pun, the suggestive pun, and the comparative pun. All types of puns belong to one of these three groups. The definitions are simple to understand and easy to apply for creating the visual humor. The causes, nature, and functions of humor have been the subject of debate by philosophers and psychologist for centuries. However, there is still no comprehensive understanding of the dynamics of humor in general, let alone humor in advertising. The objective of this research is to gain how to use the visual humor for effective advertising expressions, and to apply humor visually for creative ideas. This thesis agreed that the use of visual humor for effective advertising expressions requres the analysis of the situation facing the product and services to be advertised. And this thesis is aimed at gaining the method of visualization of humor as a means for creating design ideas as well as communicating messages effectively. And the appropriate situational uses of humor is suggested, related to media, product, and audience facters.
디자인사적 배경을 중심으로 한 시각적 유머의 형성과정에 관한 연구
박영원 청주대학교 예술문화연구소 1996 淸藝論叢 Vol.10 No.-
This thesis is about a very special aspect of graphic design which is called visual humor or design humor including graphic wits. While not all graphic design is humorous, humor serves to enliven all visual experience, particularly visual communications. Not all humor effects can be communicated successively, yet humor concept is one of the most important facters for creativity and indispensable means for good advertisements so I have studied the concept of humor and visual humor including the formative process of visual humor in the art and design history. Evidence at Lascaux and other caves indicate man's first attempt at interpretative and caricatural art in the form of drawings of local animals. Early visual humor can be traced back to ancient Egyptian papyrus, Greek and Roman Culture. And in the middle age, Romanesque and Gothic architectural styles were mimicked in period letterforms. The Romanesque, Gothic, and later even Baroque modes of decorative lettering became popular in books and other forms of printing, ultimately influencing a style of humorous graphics found centuries later in commercial typography and design According to technological advancements, various types of humor became more valuable. With the profound explosion of art in the twentieth century, the visual humor began to appear more frequently in painting, sculpture, and architecture. The Industrial Revolution and the functionalism of Bauhaus created the social and economic changes that motivated artists and designers to rethink the function of their work in a world in which changes and new discoveries were the only constant things. Artists and designers sought to define their part in that evolving world. It seemed that civilization was abandoning humanity for technology, and artists throughout the Western world began to seek ways to fuse the sensitivity of art with the analytical approach of science. Artists also wanted to reflect the new products and new means of human communication in their work. Henry Matisse, the Cubism of Picasso, Futurism Dada, Marcel Duchamp, Surrealism, Max Ernst's collages, Man Ray, Rene Magritte, Alexander Calder, and so many artists contributed for visual humor indirectly and directly. In the middle of twentieth century, as the scope of the graphic designer's work expanded to include all forms of printed matter, visual communicators began to use verbal and visual puns for creating the visual humor. Paul Rand, Bradbury Thompson, and Raymond Savignac have been creating visual humor for decades. Fifty years after the practical development of offset printing at the beginning of the twentieth century, communication techniques were developed so that visual humor also became good means for effective communication including the advertising. This trend reached its peak during the mid-1950s, and in Europe, the American mass media influenced a new art movement called "Pop Art". Graphic designers also took the 1960s as a time to explore new ways to communicate, as advertisers gave them the freedom to produce less traditional visual statements. From the mid-1970s to the present, the term Post-Modernism, simply stated, is an analytical process of deconstructing a particular work in order to discover its formal origins. Punk, New Wave, Post-Modern architecture, and comic furniture of Milan's Memphis group are remarkable for visual humors. And parody is the art of imitating a serious subject in a nonsensical or ridiculous manner with underlying intent generally. It is also important tendency of Postmodernism as well as good means for making visual humor. In the field of typography, many designers used types effectively just as Guillaume Apollinaire understood when he divised his first Calligrammes. And M & Co., a progressive New York firm, Milton Glaser and Push Pin Studio have made many design humors, which have been good examples of visual humor. The act of play, with humor as a result, is a key factor in making visual communications accessible and memorable. Having explored the various type of humor and visual humor since prehistory, in this thesis, possibilities of visual humor have been reconsidered as a effective means for visual communications.