Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Convergence Exploration to Restrict Extension of OOH Advertising as Materialization of Borrowed City Phenomenon in Korea

한국의 빌린도시 현상의 유물화로서 옥외광고 확장을 제한하는 융복합적 탐색

  • Moon, Yun-Su (Dept. of Advertising & Public Relation & Journalism, Mokwon University)
  • 문윤수 (목원대학교, 광고홍보언론학과)
  • Received : 2015.04.25
  • Accepted : 2015.08.20
  • Published : 2015.08.28
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Abstract

To derive a check list of a borrowed city phenomenon, this discussion, through two cities subway OOH advertising in door, compared for convergence by segment analysis. First, discussions considered to be close to the topic of this discussion were arranged and summarized. Seoul and London were selected, and both sides of subway train doors in two cities selected, their states pictured and the images analyzed. As a result of comparison, in case of Seoul subway, the boundary between public information and commercial information(outdoor advertising) was very vague, so the borrowed city phenomenon was very generally analyzed. However, In case of London subway, its result was very contrary to that of Seoul. Eventually, Subway train doors of Seoul city as a borrowed city extracted check points of height, size, color, interval, space and permanency. Therefore in order to study serious discussion this contribution is necessity to limit thoughtless OOH advertising by these checklists in Korean cities.

본 논의는 단락분석법을 차용하여 한국의 빌린도시 현상의 유물화로서 그 점검사항의 추출을 목적으로 두 도시지하철출입문면을 융복합적으로 해석하였다. 본 논의의 주제와 근접하다고 사료되는 논의들을 정리 요약하였다. 또한 '신뢰', '생활세계', '과잉커뮤니케이션'이론을 기반으로 빌린도시 현상의 재정의를 시도하였다. 그 정의에 입각하여 가장 대표적인 서울 런던지하철 차량의 내부 출입문면에 조성된 옥외광고의 시각 물리적 비중을 해석하였다. 해석결과 서울지하철의 경우는 공공정보(노선도, 대피요령, 수화기 위치, 비상시출입문, 등)와 상업정보(옥외광고)의 경계가 매우 모호했으며, 그런 만큼 빌린도시 현상이 매우 일반적인 사회로 해석되었다. 그러나 런던지하철의 경우는 한국지하철과는 매우 다른 양상으로 해석되었다. 결국 본 논의는 두 도시지하철 차량의 출입문을 통하여 높이, 크기, 색채, 간격, 여백, 그리고 영구성이라는 한국의 빌린도시 현상의 점검사항을 추출하게 했으며, 난립된 한국의 옥외광고를 제한해야 하는 제안기여도를 갖는다.

Keywords

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