| Abstract |
| Generally, an advertisement expression is composed of language factors and visual language factors, of which the latter is more effective in advertisement than the former, advertisement experts say. Especially, this thesis recognizes illustration, one of the visual language expression ways, to be important in enhancing the effectiveness of advertisement.
Hence, rhetorical metaphors are applied as creative expressions of advertisement illustration. Rhetorical metaphors are generally classified into simile, metaphor, personification, synecdoche, metonymy, and allegory.
The illustrations of various product advertisements, business advertisements, and public service advertisements are analyzed. A total of 22 advertisement Illustrations including 4 using simile, 4 metaphor, 4 synecdoche, 4 personification, 2 metonymy, and 4 allegories are analyzed. Illustrations of the product advertisement are 14 altogether including 4 with simile, 4 synecdoche, 3 personification, 2 metonymy, and 1 allegory, which is about half of the total works. 6 public service advertisements, 2 business advertisement illustrations are analyzed.
The studies of advertisement illustrations by figurative rhetorics have been increased recently, but it doesn`t seem to be enough. Therefore, I hope this paper will contribute to activating studies related to advertisement illustrations and providing basic theoretic basis necessary to stir up creative illustrations. |
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| Key Words |
| 시각언어, 수사학적 비유법, 광고 일러스트레이션, Visual Language, Rhetoric Metaphors, Advertisement Illustration |
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