The Emotional Expression Character study of Utilizing Advertising Media

문자를 활용한 매체광고의 감성적 표현

  • 김영국 (홍익대학교 조형대학 커뮤니케이션디자인)
  • Received : 2010.01.14
  • Accepted : 2010.03.04
  • Published : 2010.03.28


As the speed of social change consumers' buying patterns change, with an effective and competitive means of communication is an effort to find ads world. Characters have to maximize its own image, the character font used for the situation fits perfectly expressed in the formative Calligraphy differentiated pay plan as part of Calligraphy is considered. People feel in the hand by writing letters that can not be standardized as a strong symbol and symbolism, and the appeal and beauty, dynamic motion, mystery, and can be expressed. Design disciplines across all areas of Calligraphy extensive coverage, digital coolness of the hard preparation for the soft and warm lyricism analogue availability is required to meet contemporary needs. Media ads that emphasize the use of the Calligraphy emotional representation of the contents of the ads favorable to improve cognitive function, attention, recall of positive affect and, therefore, character-driven emotional expression as an art communications capabilities with one of the media is situated in the heart of the culture.




Supported by : 홍익대학교


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  2. The Determinants of the Use of Calligraphy in the Movie Poster vol.14, pp.6, 2014,