earticle

영어

The purpose of this research is to provide a discussion of creative spirits and attitudes as embodied in paintings of literate man, among other aspects, often painted by the aristocrat class (“Sunbee” class) during the Chosun dynasty, and consider whether such creative spirit could be applied in modern advertising. To this end, Sa Hyuk’s “Six Essentials,” which formed the basis of creating paintings of literate man were, considered as the basis. While the “Six Essentials” had vertical interpretation as its foundation, in this research I’ve expanded its meaning to allow horizontal interpretation to apply in creative spirits in advertising. As a framework of horizontal interpretation, “Animation through spirit-consonance” was viewed as the basic attitude that a painter of literate man should have in appreciation/ assessment/ practicing, while “Transmission (of the experiences of the past) in making copies” was regarded as the basic capacity for a painter to have in creating a painting. If a painter possessed the basic spirit of “Animation through spirit-consonance” and the basic capacity of “Transmission (of the experiences of the past) in making copies,” an artwork that is in effect “Animation through spirit-consonance” can be created provided the remaining 4 essentials are adhered. Such principles could be applied likewise in advertisement or commercial creation.

한국어

본 연구에서는 조선시대 선비들이 즐겨 그렸던 문인화(文人畵)에 담긴 창작정신이 현대광고에 적용 가능한지를 알아보았다. 이를 위해 문인화 창작의 기본이 되었던 사혁의 ‘6법’을 주로 고찰하였다. ‘6법’이 지금까지 수직적 단계해석을 기반으로 하고 있었는데, 본 연구에서는 그것을 수평적 해석까지 가능하다는 맥락에서 의미를 확장하여 광고 창작 정신에 적용하였다. 수평적 해석의 틀로써, ‘기운생동’은 감상/품평/수련에 있어 문인화가가 지녀야할 기본정신으로 보았고, ‘전이모사’는 화가가 그림을 그리기 위해 기본적으로 지녀야할 기본능력으로 보았다. 만약 화가가 ‘기운생동’하는 기본정신을 지녔고 ‘전이모사’의 기본능력을 가졌을 경우, 나머지 4법은 각 법에 충실하다면 독립적으로 ‘기운생동’ 하는 작품을 만들 수 있다는 것이다. 이는 광고창작에도 그대로 적용될 수 있다.