2009 년 2월 석사학위논문
아
아 아트 트 트마 마 마케 케 케팅 팅 팅 광 광 광고 고 고의 의 의 미
미 미술 술 술작 작 작품 품 품 활 활 활용 용 용에 에 에 대 대 대한 한 한 연 연 연구 구 구
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일 일 일러 러 러스 스 스트 트 트레 레 레이 이 이션 션 션을 을 을 중 중 중심 심 심으 으 으로 로 로
―――조 조
조선 선 선대 대 대학 학 학교 교 교 디 디 디자 자 자인 인 인대 대 대학 학 학원 원 원
시 각 디 자 인 학 과
양 양
양 경 경 경 승 승 승
아
아 아트 트 트마 마 마케 케 케팅 팅 팅 광 광 광고 고 고의 의 의 미
미 미술 술 술작 작 작품 품 품 활 활 활용 용 용에 에 에 대 대 대한 한 한 연 연 연구 구 구
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일 일 일러 러 러스 스 스트 트 트레 레 레이 이 이션 션 션을 을 을 중 중 중심 심 심으 으 으로 로 로
―――TTThhheeefffiiinnneeeaaarrrtttsssttthhhrrrooouuuggghhhAAArrrtttMMMaaarrrkkkeeetttiiinnngggAAAdddvvveeerrrtttiiissseeemmmeeennnttt
―――FFFooocccuuusssiiinnngggooonnnttthhheeecccaaassseeeiiilllllluuussstttrrraaatttiiiooonnn―――
2009년 2월
조선대학교 디자인대학원
시 각 디 자 인 학 과
양 경 승
아
아 아트 트 트마 마 마케 케 케팅 팅 팅 광 광 광고 고 고의 의 의 미
미 미술 술 술작 작 작품 품 품 활 활 활용 용 용에 에 에 대 대 대한 한 한 연 연 연구 구 구
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일 일 일러 러 러스 스 스트 트 트레 레 레이 이 이션 션 션을 을 을 중 중 중심 심 심으 으 으로 로 로
―――지도교수 고 현
이 논문을 디자인학 석사학위신청 논문으로 제출함.
2009년 2월
조선대학교 디자인대학원
시 각 디 자 인 학 과
양 경 승
양경승의 석사학위논문을 인준함
위원장 조선대학교 교수 삎
위 원 조선대학교 교수 삎
위 원 조선대학교 교수 삎
2009년 2월
조 조
조선 선 선대 대 대학 학 학교 교 교 디 디 디자 자 자인 인 인대 대 대학 학 학원 원 원
목 목 목 차 차 차
제1장 서론 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
1절.연구목적 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
2절.연구범위 및 방법 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
제 2장 광고일러스트레이션과 아트마케팅 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
제1절 일러스트레이션과 광고 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
1.일러스트레이션 정의 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
2.광고 일러스트레이션의 고찰 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
3.패러디 일러스트레이션 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
제2절 아트마케팅 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
1.아트마케팅의 개념 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
2.아트마케팅의 등장요인 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
3.소비자 니즈의 변화에 따른 아트마케팅 . . . . . . . . . . . . . . . . . . . . . . . . . 20
4.아트마케팅을 통한기업의 브랜드 관리 . . . . . . . . . . . . . . . . . . . . . . . . . . 22
5.아트마케팅의 범주 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
6.아트마케팅 광고 도입시 고려할 점
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31제3절 아트마케팅과 일러스트레이션의 이미지관계 . . . . . . . . . . . . . . . . . . . . . . . . 33
제 3장 아트마케팅에 의한 광고사례 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
제1절 국내사례 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
1. 방송광고 사례 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
2. 전시공간 사례 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
3. 작가협력 사례 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50
제2절.국외사례 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61
제3절. 아트마케팅 광고의 효과 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67
제 4장 일러스트레이션 표현과 활용 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .69
제1절 자료수집분석의 목적 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69
제2절 자료분석 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72
1.TV방송광고 표현 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72
2.제품. 포장광고의 일러스트레이션 표현 . . . . . . . . . . . . . . . . . . . . . . . . . . . 94
3.작품활용을 위한 분석의 틀 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 106
제 5장 결론 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 105
제1절 일러스트레이션 조형의식과 개선점 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 109
제2절 결론 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 112
참고문헌
표 표 표목 목 목차 차 차
(표 2-1)일러스트레이션의 의미 ·······································································6
(표 2-2)일러스트레이션의 개념의 확대 ·························································7
(표 2-3)일러스트레이션 표현분류 ···································································10
(표 2-4)매슬로우(Maslow)의 욕구 위계이론과 소비자 동기 ·······················21
(표 2-5)아트마케팅에서의 마케팅 믹스 ·························································23
(표 2-6)아트마케팅의 형태적분류 ···································································33
(표 4-1)2007년LG광고 작품PPL·····································································80
(표 4-2)2007년LG광고 PPL과BPL형식 ·························································84
(표 4-3)작품사용 화장품제품 ···········································································98
(표 4-4)냉장고 작품사용 ·················································································101
(표 4-5)이미지 구성 요소 ·················································································104
그 그 그림 림 림목 목 목차 차 차
(그림 3-1)엘지:밤의 카페테라스 ···································································35(그림 3-2)엘지:타이티의 여인들 ····································································35
(그림 3-3)엘지:검무도 ······················································································36
(그림 3-4)엘지:대장간 ······················································································36
(그림 3-5)CJ홈쇼핑 일러스트레이션(2007년)············································39
(그림 3-6)이안 아파트광고 ·············································································40
(그림 3-7)신도 브래뉴 ·····················································································41
(그림 3-8)아시아나 항공 ···················································································42
(그림 3-9)하나금융광고 ···················································································43
(그림 3-10)두산주류:‘처음처럼’스트리트 갤러리 ·········································45
(그림 3-11)정재호 작품 ·····················································································47
(그림 3-12)BMW 미니백 ················································································47
(그림 3-13)신세계백화점 포장막 ·····································································48
(그림 3-14)삼성래미안 갤러리 ·········································································48
(그림 3-15)해태제과 오예스 진열대 ·······························································49
(그림 3-16)쌈지:낸시 랭 'MagicBox···························································52
(그림 3-17)낸시랭:터부요기니 ·········································································52
(그림 3-18)아모페 퍼시픽 :진설 채화칠기 기획 ·······································53
(그림 3-19)클리오 립스틱,아이쉐도그림 ·······················································54
(그림 3-20)제니스웰 아로마틱 쥬얼리 파우더 ·············································55
(그림 3-21)하상림 작품그림 ·············································································56
(그림 3-22)아트디오스 ·······················································································56
(그림 3-23)엘지:김환기 작품 ···········································································57
(그림 3-24)엘지 붙박이장:김선미 작품 ··························································57
(그림 3-26)보래매 댄스홀 ···················································································56
(그림 3-27)아트캔유DMB폰 ················································································58
(그림 3-28)갤러리아 쇼핑백 ·············································································59
(그림 3-29)던힐 퍼팩셔니스트 시리즈 ···························································59
(그림 3-30)폭스21호텔 룸 ················································································62
(그림 3-31)코카콜라 한정판 ·············································································63
(그림 3-32)BMW 아트카 ···················································································64
(그림 3-33)루이비통 무라카미백 그림 ···························································64
(그림 3-34)타킷 광고 ·························································································66
(그림 4-1)쇠라:그랑자트섬의 오후 ··································································74