한국콘텐츠학회:학술대회논문집 (Proceedings of the Korea Contents Association Conference)
- 한국콘텐츠학회 2009년도 춘계 종합학술대회 논문집
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- Pages.1031-1035
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- 2009
메타포 개념을 활용한 중국 공익광고 디자인에 관한 연구
The Study of Chinese Public Service Announcements Using the Concept of Metaphor
- Pan, Hu (Design & IT Graduate School, Dongseo University) ;
- Lee, Jinho (Design & IT Graduate School, Dongseo University)
- 발행 : 2009.05.22
초록
Metaphors, as an important way to deliver information and convince the audience, have been used in print advertising extensively. This study researches the concept of metaphors and analyses seven Chinese advertisements in which metaphors are used in public service advertising. The nature of metaphors is to express one thing by using another thing. Using metaphors can put some creative ideas into pictures and make the pictures full of visual impact. Then the target audience will pay more attention to the picture and become impressed. When people look at the advertisements using metaphors, they will definitely look up in their existing knowledge to understand the message which the advertisements are delivering. So this makes the advertisements more attractive and the people would be more easily convinced.
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