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DOI :
Journal Korea Society of Visual Design Forum , Vol.47, No.0, 289 ~ 305, 2015
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| Title |
| Attention Effect of Transformed Advertisement - Analysis of Newspaper Design with Using Shape, Area and Position under The Visual Perception of Gestalt`s Law - |
| 김인경 Kim In Kyung , 이현주 Lee Hyunju |
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| abstract |
| Unlike in the past, newspapers are not only sources of information and all provide news and information bringing us and our lives closer to such information. A various news channels and new devices has gone down due to the effectiveness of its role. Therefore, traditional newspaper try to cope with various attempts for hosting and maintenance of advertising to have a commercial purpose.
Accordingly, the newspaper advertisement should be eye-catching and memorable which is for running counter to the usual advertisement method. To achieve this goal, newspaper advertisement should be effective at attracting consumers` attention. However, newspaper industries are only focused on immediate visual effects with its form. In the meantime, this phenomenon is not able to be consistent and efficient ways that can take advantage of. Because human visual perception is in relativity difference. In this respect, this study suggest rational transformed advertisement as the best possible alternative through comparing with visual elements around the newspaper layout. Transformed advertising means that the deviation of the type or insertion method of newspaper advertising from the common specifications. A theoretical study are interpreted in newspaper, transformed advertisement, visual perceptive cognition and Gestalt`s law which based on the review of literatures.
In accordance with Gestalt`s law, this study focused on two laws; Law of grouping, Figure-Ground Relationship. As the result from the study, transformed advertisement is difficult to maintain the visual effect if it persisted on just the transformation of the advertisement type without comparing with other visual elements in layout.
The core conclusion drawn from study is that the transformed advertisement need to be arranged by the visual elements of shape, area, and position with using Gestalt`s law in layout for better visual perceptive cognition. Because people have a perception psychology that collectivizes the form of a subject and recognize the whole unified figure before recognizing the parts when they get visual stimulation. It is considered that the law of visual perception, from a logical and psychological point of view, should be the first thing to consider in the basics of newspaper in order to make a newspaper advertisement a highly persuasive one. |
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| Key Words |
| 변형광고, 시지각 인지, 게슈탈트 이론, Transformed Advertisement, Visual Perceptive Cognition, Gestalt`s Law |
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