| Abstract |
| This study`s subject is the expressions of Calligraphy used in the headlines of printing advertisement from overall 13.064 advertisements published between 1st of Jan 2008 and 31st of Dec 2008 in monthly magazine, AD Brain, which collects domestic and foreign printing advertisements including newspapers and magazines.
The method of this research is based on considering precise understanding about the expression of Calligraphy and the formative through literature. In addition, through analyzing cases of Calligraphy expression using in the headline of printing advertisement as one of one of visual design fields, it is also intended to research, analyze and form expressional elements (expressional tool, color, pattern) of Calligraphy combined with linguistic and formative, Furthermore, it is also proposed that the headline of Calligraphic expression in printing advertisement makes better communication with the consumer and presents that the headline of Calligraphic expression can expand its possibility in mild and oriental originative design field. |
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| Key Words |
| 캘리그래피, 광고 헤드라인, 광고디자인, Calligraphy, Advertisement Headline, Advertisement design |
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