Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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Study on the Visual Design Elements of Election Posters -Focused on a Specific Candidate's Poster from the Mayor of Seoul Election 2018-

선거공약 포스터의 시각적 디자인 요소 연구 -2018 서울시장선거의 특정후보 포스터 중심으로-

  • Moon, Da-Young (Dept. of Digital Media Design, International Design School for Advanced Studies, Hongik University) ;
  • Carena, Simone (Digital Media Design, International Design School for Advanced Studies, Hongik University)
  • 문다영 (홍익대학교 국제디자인전문대학원 디지털미디어디자인 전공) ;
  • 시모네 카레나 (홍익대학교 국제디자인전문대학원 디지털미디어디자인 전공)
  • Received : 2019.01.31
  • Accepted : 2019.03.20
  • Published : 2019.03.28
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Abstract

This study analyzes the visual design elements in election posters and the influence they have. Focused on the Mayor of Seoul election in 2018, this research aims to find out the influence of visual elements on the possible cause of vandalisms of election posters. As a research method, the researcher analyzed the role of election posters and investigated examples of election poster vandalisms in Korea. In addition, the researcher conducted eight in-depth interviews about the positive and negative opinions about the visual elements of a specific candidate's election poster from the Mayor of Seoul election. As a result, there are two findings. First, the visual design elements did not influence the provocation of vandalism. Second, the content of the political slogan had the most negative influence. This study is significant because it examines the influence of visual design elements on the election campaign posters. This study is hoped to help future research and to contribute to the development of more influential delivery of visual political messages.

본 연구는 2018년에 치러진 제7회 전국동시지방선거에 나왔던 선거 포스터 중 특정 후보인의 포스터의 시각적 디자인 요소를 분석하고, 이 포스터가 훼손된 이유에 관해서 알아보기 위해 선행연구와 심층면담을 진행한다. 이 연구의 목적은 시각적 디자인 요소가 훼손된 포스터에 어떠한 영향력을 행사했는지 알아보고자 함에 있다. 연구 방법으로는 국내 선거공약포스터의 훼손 사례들을 조사하였다. 그리고 2차 실증 연구로 심층면담을 진행하여 특정 서울시장 후보의 포스터의 시각적 디자인 요소에 관하여 연령대별 여성과 남성 대상자들의 긍정적이거나 부정적인 견해를 조사하였다. 그 결과, 2가지 지점을 발견했다. 첫째, 시각적 디자인 요소들은 공약포스터의 훼손에 직접적 영향을 주지 않았다. 두 번째, 메시지를 담고 있는 정치적 슬로건이 가장 부정적인 영향을 주었다. 이 연구는 시각적 디자인 요소가 선거공약 포스터에 미치는 영향력에 관한 조사로써, 국내 선거 공약 포스터의 훼손과 연관지어 연구했다는 데 의의가 있다. 추후 연구를 통해 국내 선거공약 포스터의 시각적 디자인 요소가 영향력 있게 발전하는 데에 도움이 되기를 기대한다.

Keywords

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Fig. 1. Poster Vandalism Before and After

DJTJBT_2019_v17n3_433_f0002.png 이미지

Fig. 2. Number of Reports in 2018 Mayor Election

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Fig. 3. Nielsen’s Usability Test Curve

Table 1. Basic Info about Interviewees

DJTJBT_2019_v17n3_433_t0001.png 이미지

Table 2. Slogan of the Election Poster

DJTJBT_2019_v17n3_433_t0002.png 이미지

Table 3. Typography of the Election Poster

DJTJBT_2019_v17n3_433_t0003.png 이미지

Table 4. Color of the Election Poster

DJTJBT_2019_v17n3_433_t0004.png 이미지

Table 5. Image of the Election Poster

DJTJBT_2019_v17n3_433_t0005.png 이미지

Table 6. Layout of the Election Poster

DJTJBT_2019_v17n3_433_t0006.png 이미지

Table 7. Reason for Vandalism

DJTJBT_2019_v17n3_433_t0007.png 이미지

References

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