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Analysis of Interrelation between Image and Text as Fusion Relationship -Through Advertising Production Class-

융합적 관계로서의 이미지와 텍스트의 상호관계성 분석 연구 -광고 제작 수업을 통하여-

  • Seo, Hwa-Jung (Graduate School of Arts Education, Kookmin University) ;
  • Huh, Yoon Jung (College of Arts, School of Fine Arts, Kookmin University)
  • 서화정 (국민대학교 교육대학원 미술교육전공) ;
  • 허윤정 (국민대학교 예술대학 미술학부)
  • Received : 2018.04.19
  • Accepted : 2018.07.20
  • Published : 2018.07.28

Abstract

This study explores the relationship between images and texts through advertising production using images and texts, and analyzes the student works with the semiotics of Roland Barth. Since Barth emphasized the interpreter's interpretation rather than the producer's intention in his work, he interpreted the work as a receiver. It was analyzed in terms of socio-cultural meaning of what students produced in the works. A total of 64 classes were held for the first two classes in D high school. The results of analyzing students' works after the advertisement production class are as follows. First, as a result of analyzing Barth 's myth structure model, advertisement image and text are symbols and have meaning. Second, advertising image and text complement each other and have the characteristic of interrelationship that constitutes meaning. Third, By attracting the socio-cultural implications inherent in the students' advertising, their values and interests could be discovered.

본 연구는 광고 이미지와 텍스트를 활용한 광고 제작 수업을 통해 광고 이미지와 텍스트의 관계를 탐구하고, 학생작품을 롤랑 바르트의 기호학으로 분석하였다. 제작자의 의도보다는 감상하는 수용자의 해석에 중점을 둔 바르트의 해석에 따라, 수용자로서 작품을 해석하였으며. 학생들이 작품에 어떤 의미를 담아 제작하였는지 사회 문화적 의미에서 분석하였다. 수업은 총 4차시로 D고등학교 1학년 2개 학급 총 64명을 대상으로 진행되었다. 광고 제작 수업 후 학생들의 광고작품을 기호학 입장에서 분석한 결과는 다음과 같다. 첫째, 바르트의 기호학 모형으로 분석한 결과, 학생들이 의도가 광고 이미지와 텍스트의 기호가 되어 의미작용을 하였다. 둘째, 광고 이미지와 텍스트가 서로 보완하는 역할을 하며 의미를 구성하는 상호관계성의 특성이 있다. 셋째, 학생들의 광고에 내재되어 있는 사회 문화적 의미를 끌어냄으로 그들의 가치관과 관심사를 발견할 수 있다.

Keywords

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