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Under what economic circumstances are weat present ? It is too shocking a chance to ascribe its cause to merely by accident. Who can have imagined being forced to be supported by I.M.F. just on the eve of the age of the national annual income per capita $ 10,000, the number of cars 10,000,000, and the number of houses 10,000,000 ? The hands of a clock in Korean history has been turned ten years backwards. For the past six months of I.M.F. system our everyday life has been completely changed. Our living standard has become that of ten years ago just as a reel of film is forced to be rewound speedily. A simple dream of the age of the national annual income per capita $ 10,000 has in a moment been transformed into a disappointing dream of the age of $ 6,000, the level at the end of the eighties. What with mass unemployment, high prices of commodities, salary reduction and slump in prices of houses, national assets has dwindled just as it has thawed. Accordingly, such myths as full employment, lifelong jobs and real estate myth, by-products of high-degree growth have disappeared. If we should fail in restructuring government and industries, it will result in: unchangeable national annual income per capita $ 5,000, economic growth rate munus or 1% level, high prices of commodities increasing by more than 5%, high unemployment rate 7% or so. If we fail in or delay our restructuring them, it is hard for us to look on the brighter side of our economic situations. It is reported that we have been suffering from the worst economic crisis after Korean War, that is, we are now leading our lives supported by I.M.F. In consequence, the purpose of this study is to present some ways to reinforce national competitiveness derived from a frontier spirit of industrial design pioneers, which I believe can be the Wisdom of Solomon` with which we can tide over national economic crisis and survive the cold wave. Besides, at present when we are being supported by I.M.F., this study in pursuit of beauty from the small` trying to think small, not big, is intended to present some ways as a philosophy of design so as to overcome the tide of being forced to be supported by I.M.F. The followings are demonstrated according to the purpose of this study: First, as far as historical backgrounds of industrial design and pioneers` frontier spirit are concerned, they are analyzed focusing on how the United States of America tided over international economic panics occurring in the twenties. Second, as far as the pursuit of the turning point of industrial design is concerned, they are throughly investigated and analyzed centering around the standpoints of ergonomics and ecology of industrial design. Third, in other to inspire self-confidence of we-can-do-it keeping it in mind that national competitiveness wholly depends upon design. I would like to emphasize the importance of industrial design attaching importance to the settlement of the questions. Why does national economy or existence of enterprises depend on design ? Why do we have to compete with other countries in design ?

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After 1970s sales have been focused in the sense that sellers deliver the products as special meanings which reflect their distinctive features rather than they sell the products which only show their physical traits. This change has been resulted from the better understanding of marketing management, emphasis on the importance of the advertising messages, and appearance of new diversified scientific advertising marketing techniques. Therefore the semiotics in the advertisement is very useful area of communication, because we can analyze the culture of consumers, the behavior of consumers and the meaning which lies in the products and advertisement and also because it creates new meaning actively. With this hypothesis the main discourse will show the common meaning of the signs which is created through both of the natural and artificial images, the functions and roles of the signs which deliver messages through media, analysis of their influence in terms of psychological stimulus, tracking the continuous relations between the signs and reason, and the logical background which will help us to produce effective advertising messages based on the data obtained. Accordingly we could measure the effect that the signs influence upon the people`s psychology and the process of thinking and we could search the characteristic of signs in group as a common meaning. With the proper usage of signs we also could find the possibility that the effect of delivering messages can be maximized.

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This research proposes the design application method using the Korean National Flag. Through graphic analysis of the Korean National Flag only in design aspects leads to the possibility of using it in the field of graphic design by transforming and interpretating it. Comparative analysis with foreign examples for the products design development proposes the possibilities of pragmatic use of the National Flag , also proposes positive use of the National Flag to the people`s daily life. Especially, this research expects that the boarder use of the National Flag as a design motive upgrade design level. At the same time, this research expects a better cultural level in design wise by introducing the goods which motive comes from the National Flag. By doing this, we might feel the Korean National Flag closer in our everyday life.

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This is indicative of the present environment that we are confronted by innumerable information and advertisements. After this deluge, the question is that how many and how much we remember them. Only a few advertisements remain in one`s memory. The capaity of momory is limited in human brain and most of advertisements disappear instantly from the mind of the consumer. The primary focus of this thesis is how the designer can be more sensitive and responsive to advertising effects in terms of the consumer`s interest. According to perceptual and behavior psychology, the consumer is inclined to perceive various advertisements in much more simplified image and conception. If anything complex should happen in the consumer`s mind, the filtering process of perception will make it much simpler than we think. Therefore, the design element simplication is an essential part of advertisements in order for the consumer to remember them easily and longer. When designing advertisements, the designer must consider selecting design elements for the better effect on the basis fo design simplification and consistent design concept. The object of this thesis is to give the designer a new perspective to gain a greater interest from the consumer regarding the characteristics of design element simplification.

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It was David Ogilvy who was the first deviser of brand image. TIME once spoke highly of him referring to him as a magician in the advertising arena, and AD AGE put a high value on him as a king of creativity. What reasons did he have for his reputation? The reason for his fame was that he was the first contriver of brand image enhancing effectiveness of advertising. Ogilvy established Ogilvy, Benson & Mather Advertising Agency in 1949 and turned out numerous and various advertising, and became the author demonstrating that advertising enabled the United States of America to enjoy liberty and wealth. Here we can find the reason why advertising is represented to be the flower of capitalism. He, as a copywriter as well as the owner of an advertising agency and an advertising creative director enlarged effectiveness of advertising, to begin with, by the advertisement of Rolls-Royce, "At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock". and by taking pleasure in the use of the technique called Story Appeal: visuals are to implicate some sort of story, and consumers read copies in order to grasp the meaning". To cite an example, there used to be the advertisement of Hathaway Shirt in which Ogilvy distinguished himself. The objects advertising aims at and persuades are consumers in the end. In other to be one of the first-rate countries in the world, before anything else, our own enterprises must be made to count among the first-class ones in the global village. First-rate enterprises and products are to appear on the world markets equipped with advertising strategies corresponding with their ranking. Ogilvy`s brand image is surnamed an advertising theory centering around consumers. At that time, brand image was `the New Continent of Advertising`. What a surprising fact it is that consumers can have the other reason to get a can of coke, not to speak of one reason to quench their thirsts! A marvelous contrivance of a tie-in sale of image along with a pack of cigarettes was made use of by Ogilvy, merely for which Ogilvy`s brand image is looked upon as being worth while to be investigated over a long period, not as a classic of advertising. In consequence, centering around Ogilvy`s brand image that has enlarged advertising effectiveness by means of an advertising theory which can equip designers with unique creativity in the field of visual design-mainly advertising design, the purpose of this study is to thoroughly analyze and investigate 1) Brand Positioning, 2) Brand Identity Program; Consistency and 3) Personalities for Brand Image.

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