earticle

영어

Researchers say that creative advertisements should be new, original and appropriate. Paper advertisement is made up of visual images and copy. Advertisement photographs as visual images work as a factor that conveys factual image and makes it focus on the photograph. The object of this thesis is to define what kind of visual image I should bet to be new, original and appropriate. This thesis will review visual metaphor types and how they were classified and its three problems and present visual metaphor (parallel, melting, pure) types. By visual metaphor and expectation conformity, it was reviewed how it affected advertisement effects through experiment research. Through this research, the expression types of visual metaphor of Korean consumers and communication effects of expectation were analyzed to find the most effective ways to produce advertisement photograph in Korea.