영상광고 프로덕션 디자인에서 상징적 표현에 관한 연구 -삼성전자 쉐프콜렉션 사례를 중심으로-

초록

(Background and Purpose) It is not an exaggeration to say that we are living in the film era where many changes are happening in media industry and numerous film contents are produced and developed. The public is already more familiar with the visual language with the characteristics of 'show and speak' than the text language. Usually in the film production industry, ‘production design’ deals with the task of 'visualization of concept'. Furthermore, 'advertisement production design' is a new concept that incorporates another specialized field of advertising into the field of basic production design. The purpose of this study is to establish the concept of 'advertising production design' which expresses the advertising creative visually based on the advertising strategy, and analyze the features and effects of it. (Method) First of all, we identify the differences and definitions of both two concepts, “production design” and “advertisement production design”, and subsequently the characteristics of “advertisement production design.” Then, the circulation system of visual perception, the characteristics of visual language which is distinguished from text language, and the social relation structure between visual image and film image are to be studied by documentary research. The case of Samsung Electronics Chef Collection is selected to be analyzed of its representing method of advertisement production design and symbolism after stages of structure analyzation over advertisement film based on storytelling to prove its role and meaning. (Results) Advertising is a strategic product or service imaging to encourage consumer purchase by making attractive images of what one sells and persuading the consumers. In the advertisement of the Chef Collection, Greenland and Mongolia are screened where they are portrayed as a land of marine culture by its symbolic product like salmons and nomad culture by its meat respectively. Samsung Electronics provides opportunities for cultural exchanges that provide new experiences and values ​​to the lives of human beings through advertisement film of the product, Chef Collection. Firms are actualizing and fulfilling human species’ future values rather than simply selling goods. Advertisement production design can express values ​​and concepts that transcend time and space. This film advertisement is a general example of companies selling brand image rather than goods. (Conclusions) Creative representation born from strategical production design is installed in this advertisement which successfully delivered the clear message of the intangible values and concepts that the company pursue. In this study, values of the establishment of the basic concept of advertisement production design and its symbolic semantic action are derived. Setting this research as a kick-starter, I will research on semantic action and visual expression of advertisement production design thoroughly through analysis over the piles of cases of film advertisement produced with various strategies and method of expression.

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