A study on the Springmethod for conceiving a good advertising idea

광고아이디어 발상을 위한 스프링법에 관한 연구

There exist various conventional ideas, but few ideas may be used for actual production of advertisements. Moreover, because we tend to obtain ideas primarily from the pictures, we rely more and more on data collections, and eventually, we tend to copy them. If there is an idea which designers and copy writers can share, it will be a very effective idea. On the other hard, we need to depart from the individualistic mannerism or the reset-oriented approach depending on incidental manual works and instead, develop a lecture program which helps students e strike systematic ideas centering around processes. In order tn solve such problems, the researcher attempts to suggest "Spring Method" which has heed verified through the advertisement design practice courses at college for 7 semesters. This method focuses on ′visualization of concept′ through such stages as compression, inference and expansion, and therefore, emphasizes an organic linkage between language-oriented idea process and visualization process for advertisement ideas.