• Journal of Digital Convergence
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• v.17 no.3
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• pp.433-438
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• 2019

This study analyzes the visual design elements in election posters and the influence they have. Focused on the Mayor of Seoul election in 2018, this research aims to find out the influence of visual elements on the possible cause of vandalisms of election posters. As a research method, the researcher analyzed the role of election posters and investigated examples of election poster vandalisms in Korea. In addition, the researcher conducted eight in-depth interviews about the positive and negative opinions about the visual elements of a specific candidate's election poster from the Mayor of Seoul election. As a result, there are two findings. First, the visual design elements did not influence the provocation of vandalism. Second, the content of the political slogan had the most negative influence. This study is significant because it examines the influence of visual design elements on the election campaign posters. This study is hoped to help future research and to contribute to the development of more influential delivery of visual political messages.

• Journal of the Korea Convergence Society
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• v.8 no.6
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• pp.199-207
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• 2017

This study would analyze the visual expression elements, including layout, color, picture and typography in the election posters with the five main candidates of the 19th Presidential Election as the targets of the analysis. This study analyzed the candidates' images in the election posters and conducted a survey of the visual expression elements survey by the age of the voters. As a result of the analysis, Presidential Candidate Moon Jae-in felt fresh, and Yoo Seung-min like Moon had high percentages in layout and color, highlighting his clean image. Hong Jun-pyo had the most diverse preferences by age, and Ahn Cheol-soo, who showed the most unprecedented poster, too, had diverse preferences by age. Shim Sang-jung, who emphasized her familiar image, had preferences for her visual expression elements by all age groups in the following order: layout, color, picture and typography. Therefore, in order to utilize the visual expressions of the election posters, effectively, it is necessary to clarify the messages that the candidates would claim. For this purpose, objective research should continue so that they can be further developed artistically and academically through broad understanding and analysis of the voters rather than subjective expressions.

• The Journal of the Korea Contents Association
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• v.18 no.6
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• pp.385-398
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• 2018

This study aims to explore implications by analyzing voters' behaviors and attitudes of political campaigns & political advertising audience in the 19th presidential election. For this purpose, in-depth interviews with 59 voters who voted in the last election were conducted, and interviewees were allocated by their gender and age. As a result, the motivation to ballot for a candidate was based on the candidates' political affiliations to a party, political inclinations, and election pledges. Voters also determined whom they would vote for after watching the final TV debate. The biggest issue of this election was to create jobs in the public sector, an economical issue. TV was the most trusted medium among the voters, and TV debates had the greatest influence in changing the minds of the voters. Voters thought that Shim, Sang Jung was the best on TV debates and that An, Chul Soo was the worst. Also, voters recalled An, Chul Soo the most among all election posters, but they recalled Moon, Jae In the most out of other political advertisement methods. Therefore, the results elucidated the voters' behaviors and the audience's attitudes in political advertising, and this study provided theoretical and practical implications to be utilized in future presidential election campaigns and political advertising endeavors.