광고사진의 초현실주의적 표현에 관한 연구: 잡지에 게재된 사진을 중심으로

Abstract

This paper examines how ‘Surrealism’, which dominates advertisement and media today, has been expressed within the advertisement photo and discussed the artistic expression of advertising photography ‘Surrealism’ is an avant-garde art movement that occurred mainly in France during 1920s and influenced most genres of fashion, advertising, and movie among the trends of the modern art. This study, first, proves that the surrealist photography expanded the visual paradigm of commercial media. Secondly, it conducts a research on the surrealist photography at the point of when the boundary between commerce and art is getting blurred in order to prospect the current status and the direction to strive toward in the future for artistic expression of the advertisement photo. In addition, it will analyze the work of the researcher’ s work on ‘The expression of surrealism of commercial photography’ to look at the surrealism in perspective of the differentiation and the diversification of visual image. Man Ray, a surrealist photographer, demonstrated that the photography is different from painting due to its unique properties (‘Reality’ and manipulation of the light) and raised the photography to the artistic level through unfamiliar and new expressions of Rayogram, Solarizaiton, and Photomontage. His experimental techniques contributed to raising the status of photography as an artistic genre. Furthermore, the study explores the trend of contemporary photographer’s works, looks at the characteristics of surrealism topic and the technical aspect, and examines the trend of the researcher’s work itself. Through Jerry Uelsman’ s Photomontage, Ralph Gibson’s usage of high contrast, light, and composition, and Gregory Crewdson’s cinematic technique I could see the aspect. Surrealism in advertisement photography is the main method of deriving the stimulation and the reaction and its unique and differentiated image resulted in the diversification of vision and materials. The photography is prospected to be used in combination with digital technology to be used as a strategy to communicate with the public by further expanding the domain and the sense of expression in the commercial media. This study is meaningful in a way that it suggested the artistic expression of commercial photography by exploring how surrealistic photography functions in the commercial media. It is hoped that the commercial photography will communicate with the public with higher artistic value through surrealistic expression.

This paper examines how ‘Surrealism’, which dominates advertisement and media today, has been expressed within the advertisement photo and discussed the artistic expression of advertising photography ‘Surrealism’ is an avant-garde art movement that occurred mainly in France during 1920s and influenced most genres of fashion, advertising, and movie among the trends of the modern art. This study, first, proves that the surrealist photography expanded the visual paradigm of commercial media. Secondly, it conducts a research on the surrealist photography at the point of when the boundary between commerce and art is getting blurred in order to prospect the current status and the direction to strive toward in the future for artistic expression of the advertisement photo. In addition, it will analyze the work of the researcher’ s work on ‘The expression of surrealism of commercial photography’ to look at the surrealism in perspective of the differentiation and the diversification of visual image. Man Ray, a surrealist photographer, demonstrated that the photography is different from painting due to its unique properties (‘Reality’ and manipulation of the light) and raised the photography to the artistic level through unfamiliar and new expressions of Rayogram, Solarizaiton, and Photomontage. His experimental techniques contributed to raising the status of photography as an artistic genre. Furthermore, the study explores the trend of contemporary photographer’s works, looks at the characteristics of surrealism topic and the technical aspect, and examines the trend of the researcher’s work itself. Through Jerry Uelsman’ s Photomontage, Ralph Gibson’s usage of high contrast, light, and composition, and Gregory Crewdson’s cinematic technique I could see the aspect. Surrealism in advertisement photography is the main method of deriving the stimulation and the reaction and its unique and differentiated image resulted in the diversification of vision and materials. The photography is prospected to be used in combination with digital technology to be used as a strategy to communicate with the public by further expanding the domain and the sense of expression in the commercial media. This study is meaningful in a way that it suggested the artistic expression of commercial photography by exploring how surrealistic photography functions in the commercial media. It is hoped that the commercial photography will communicate with the public with higher artistic value through surrealistic expression.