옥외광고에 나타난 "키치(Kitsch)"적 특성에 관한 연구

Abstract

It is not too much say that our daily life is surrounded with "Kitsch". When staying indoors we meet sorts of TV commercials, newspapers and magazine advertisements,while going out on the streets and we run into numbers of signboards, billboards, regulations, notices, posters, and placards. So we are getting access to “Kitsch”through our daily life. As our living environment gets varied, several types of industry are generating. Enormous mass media spring up towns and cities to advertise its business. In special, stores are contriving their own creative devices or methods to induce purchase needs of civic economic life. Sometimes unsuitable shapes or products regardless of business classifications are used to make signboards, to post up walls of stores, and to set up in noticeable pl^es, so these are making regulars and goers feel muddled but intimate in other hand. Like this, we are easily to find out the current culture trend related with Kitsch zooming in and getting interested in the spaces of our daily life and streets. Recently, the terms of "Kitsch" is used at a common affair. But, as a matter of fact, it is true that the Kitsch has been used a lot not clearly recognizing what the "Kitsch” means. Now we research "Kitsch" which has been interpreted and known as a vulgar and coarse form how to expose to outdoors advertisements and what kinds of factor are involved in. Henceforth, even if Kitsch's concept is vigorously involved in outdoors advertisements, this study will approach Kitsch as a concept and instrument which en able to apply and criticize in practically designing. The existing study was dealing with social and cultural situation, however, this study is focusing on introducing types and trends of Kitsch as a typological approach beyond the aspects of previous researches. And we will newly recognize the Kitsch's characteristics at present situation and clarify possibilities to apply into 니tdoors advertising design.