| abstract |
| While advertisement design education sheds light on idea expression method and technique of expression, the evaluation of how effectively advertisement expressions deliver advertisement contents is considered less important, and remains considerably subjective and ambiguous if any. To arouse their curiosity, the education requires students to practice to treat signification as metaphor. It is problematic that their arbitrary interpretation of signification is evaluated without any objective indicator.
This study aims to develop a tool for students in an advertisement design class to review how effectively the advertisement design presents its signification in the middle stage through a semiotic approach by themselves. To that end, the paper discussed semiotic approaches in existing studies, conducted a case study on award-winning works of public service advertisement in printed media, and then proposed a framework to visibly check out the association between the quantity of signs and the ultimate message of the advertisement and that between isotope and the message.
The case study found that the quantity of signs and their association with the message are related with the quantity of total information in the advertisement and necessary core information and the difference between the quantity of signs and their association confirms their uncertainty. The quantity of isotope is related with overlapped meanings of signs. A high degree of overlapping makes the message of the advertisement clearer, but the message is exposed too easily to make the advertisement less interesting. |
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| Key Words |
| 기호학, 광고디자인 교육, 자체 심의, Semiotics, Advertisement design education, Self evaluation |
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