From Aesthetics to Visual Culture Studies: analyzing critical meanings appeared in the style of Jeseok Yi's public service advertisement

다국어 초록 (Multilingual Abstract)

An increase in visual communication is characteristic to the age of the so-called 'pictorial turn‘. The 'subject position' of mass people, whose so-called 'commodity self' is constructed mainly by the advertisement in the mass media culture. This paper intends to analyze the style of Jeseok Yi's public service advertisement(PSA)for awakening the visual perception of commodity self by demonstrating how aesthetics goes hand in hand with visual culture studies.
In the main body, this paper explores the possibility of the counter-cultural movement evident in the style of Jeseok Yi's PSA with a questions(What is the nature of contemporary art, especially its relationship to avant-garde art and popular culture? What is the nature of his success as advertiser and social activist?)A s a conclusion, I will argue that Yi’s PSA's images can be the revival of the avant-garde spirit. With the characterization of his style and classification of his works of advertising this paper suggest that Yi's PCA's images be the works of art more than another contemporary art which takes the advantage of museum's exhibitions and acquires the glory of selling myth. I expect that this paper also guide us to weave the complex web of 'visual culture studies,' 'modern art theories' and 'aesthetics.'

참고문헌 (Reference)

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