비주얼 광고 예술에서 그로테스크의 본질과 ‘그로테스크 일반화’ 현황에 대해 연구 -그로테스크 이미지 연구를 중심으로-

초록

with the lack of public awareness of the nature of Grotesque, its usage has been abused which gives rise to the phenomenon of 'Grotesque generalization' of general cognition. This phenomenon directly affects the definition and creation of Grotesque's art and design works, which brings trouble to advertising creators and the public. The purpose of this study is to arouse the attention of visual advertising design field by investigating the current situation of 'grotesque generalization'. Through the study and analysis of grotesque images, this paper points out the correct nature of grotesque, clarifies the creative standard of grotesque advertisements, corrects this phenomenon, and provides a reference for advertisement creators to create grotesque art and design. Based on the study of Chinese and foreign literature, this paper mainly includes four parts: concept development, theory development, current situation and grotesque image. Then, combining with the comical and scary theories of the reception reaction of previous grotesque works, this paper proposes the nature of grotesque and what is the correct grotesque advertisement. In this way, the phenomenon of 'grotesque generalization' can be corrected, and the theoretical content of grotesque art can be enriched, which is helpful to the creation of grotesque art and design works.

키워드