색채 감성이미지 분석 -루이뷔통 2003~2009 광고를 중심으로- = A Study on Color Sensibility Image: Focus on Louis Vuitton Advertisements from 2003 to 2009

다국어 초록 (Multilingual Abstract)

Color is the major means of expression in fashion advertising and can be an important factor in determining a brand’s image. For example, during a recent trend of color accentuated clothing, color has been used as one of the core products or brands. An analysis of such patterns may be critical to the understanding of trends, while simultaneously communicating changes in cultural flow or customer preference. Because color plays an important role in advertisements, trends in fashion advertisements can be analyzed by the color used to portray the image. The goal of this research was to analyze how color image trends could be practically utilized as a creative strategy for contemporary fashion advertisements. For the extraction of sensual images felt in fashion advertisements, qualitative analysis was conducted on advertisements for Louis Vuitton from 2003 to 2009. The appearance of color images presented in advertising, as well as their hue and tone, were used to investigate and analyze the emotional brand associated with image settings. It is anticipated that research regarding color images will assist in building respect for this form of research. Depending on the study findings, this research may present a significant opportunity to test the suggestion that efficient color schemes can be constructed based on sensitive communication and color schemes. Additionally, designers may be able to objectify characteristics of their subjective sensitivity in order to create opportunities to enhance sensitive communication, both in general as well as in fashion advertisements.

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