타이포그래피를 중심으로 한 신문광고 표현기법에 관한 연구 = A Study on expression Techniques of Newspaper advertisements Focusing on the Typography

다국어 초록 (Multilingual Abstract)

You should carefully choose expression techniques in advertising. Because the image of information varies with expression techniques. Recently, typography is used in media advertising, in various forms, to maximize the effect of information transfer. Especially, ingenious and diverse typography advertisements on the newspaper of print media are pouring out by reason of many advantages -a detailed explanation, and planned execution of advertisements and various application of place etc. These bring an symbolic effect over the literal meaning by expressing message to transfer directly using aesthetic technique and are being imprinted in the memory of customers in company with an easy and right information transfer by sometimes harmonizing with images. The purpose of the research is to recognize the importance of expression techniques of a creative typography through its advertisement examples using fresh and sparkling idea to heighten an effect of the newspaper advertisements and to maximize the function of effective message transfer by making use of new expression techniques through analysis of headline, bodycopy, visual expression techniques and fuctions in the typography newspaper advertisements. Owing to the research, new changes are expected to occur by an interesting approach of typography that has sympathy with advertisers and consumers together.