It is not easy to get more attention as a prominent advertising expression among various types of numerous advertisements. Due to the voluminous expansion of advertising communications and the change of the media, new advertising creatives must be needed for serving to differentiate the message , inviting audiences to participate more positively in advertising communications This thesis aims at reviewing the absence as an advertising creative. And this thesis is about the significations of the absence. Chapter I describes the aim of this thesis about the absence as an advertising creative And Chapter II introduces the general concept, perception of the absence and its possibilities as an advertising creative And also mentions about the absence as one of paradoxical expressions with rhetorical theories as well as semiotics. Chapter III deals with the signification of the absence with introducing semiotic methods such as the theory of R. Barthes Chapter IV discusses the signification of the absence as an advertising creative talking into consideration of semiotic theories. And I categorize the types of the absence in advertising expressions. The absence is categorized into 5 types in this thesis. Type (1) is the absence of product which is supposed to be advertised, type (2) is the absence of product and make product image located out of main image of an advertising expression for introducing features of a product itself. And type (3) is the absence of the imaginary audience to invite an audience to participate more spontaneously. Type (4) is the absence of headlines, and type (5) is the absence of almost all visual images and verbal message but a corporate symbol or brand logo. The signification of S types of the absence can be described on the basic of semiotic theories, especially the theory of R. Barthes. It's my hope that this thesis about the absence as an advertising creative will serve as the basic theory for the empirical research about advertising expressions containing images of the absence.

Scribble methodology is developed from the modernist's effort of pursuing the free expression and painterlyness And in modernism period usual abstract mode is made by simple plastic ingredients. One of them is Scribble way. In the period of postmodern, the Scribbling is confused with destructive methodology like Iconoclasm, Vandalism and scribbling. Lucio Fontana and Robert Raushenberg had developed these methodology and made new direction in $1960\sim1970$. After 1980, there had been graffiti movement similar to scribbling in germany. There had been developed many kind of scribble methodology, in each artist and be prolonged destroy the price of our usual concept. These Styles are able to discerned as follows. Firstly, in case of Cy Twombly, he used very allusive signifier, which contain different motives come from the ancient ruins or myths. The methodology follows multi-codified meaning relationship. Secondly, the methodology was developed by Jean Michael Basquait as the type of Hispanic scribbling for ebony peoples and by Keith Harring as the type of Cartoon image of Mass-media based on technology. Thirdly, the multi-meaning style was developed by David Salle as the type of destructive methodology which are the ambivalent images conjoined difference time and term and by Gigmar Polke as the type of mixture of abstract and realistic shapes together which are based on the aesthetics which is based on pessimistic sight for contemporary civilization. It means the methodology is based on the multi-codification of postmodern semiotics. So the scribbling mode is subjected as important as the changedness of late 20th century painting developments.

What is the semantic function of visual image in Contemporary art? This article proposes that representation is semantically still important in post-modernism as well as in modernism. The semantic function of representation has been changed by keeping pace with times. In modernism the 'outer representation' changed to 'inner representation', and in postmodernism the 'inner representation' changed to 'metaphorical representation'. The 'outer representation' means that image indicates a certain object or subject as the classical realism. In this case, the meaning of image is subordinate to an object, and a one-to-one correspond existed between the image and the object. Because this 'outer representation' is focused on an object but subject's intention, the indicative function of meaning is definite and singular. The 'inner representation' means that image exposes the fundamentals or process of an object. In this case, the meaning of image resolves itself into an absolute fundamental, and one-to-many correspond existed between the image and the object. Because this 'inner representation' is focused on essence and substance but an external form, the indicative function of meaning is inclusive and general. The 'metaphorical representation' means that image critically relates social constraint and condition as metaphor and allegory. In this case, the meaning of image is not subordinate to an object and a subject, and the image and the object indicate interactively. Because this 'metaphorical representation' is focused on interaction between subject, object, and interpreter, the indicative function of meaning is differant and ecological. This article focused on the representation because I believe that continuous thinking of totality can be opened by cognitive mapping, even though we never understand the world totally in the chaotic post modern age.

`Bio morphism` are constituted in paintings where the artists try to embody the elementary properties of living creature as of growth and durability. They are the most appropriate concept of painting to harmonize human being with nature closely. The formative ways of them attach great importance to both unconsciousness and desire , as well as variations or dynamics, by noticing a flow of natural senses and feelings of human being. In other words, the formative ways are based on a recognition of nature as the intrinsic force of life, with the result that aesthetics of incompleteness is embodied in images. Therefore they are clearly distinguished from that of functional, geometric images. A tendency of painting at that time, in a word, 'return to figure and expression', means a conversion into organic images like the incomplete, atypical, and biomorphic forms, while denying the mechanical or geometric. Elizabeth Murray are analyzed, for these works are remarkable in the characteristics of 'Bio morphism'. Consequently the features of organic images, that is, 'the formative acceptance of natural figures, or an informality' and 'the force of free will, or an incompleteness', could obviously be revealed. It is a type that obtains a motif out of natural figures like an animal, a plant, or the concrete figures of human being. In conclusion, this thesis is focused on not only emphasizing that 'Bio morphism' were a major tendency among the various trends of postmodern painting in the 20th century, but also analysing both the painterly formation of organic images and the structure of them. In addition to these points, it is a central aim to evoke that Bio morphism should accurately be evaluated and positioned in postmodern painting. A new recognition of 'Bio morphism' is a peculiarity of the times that reflects a cultural aspect of the present, hence it should be recognized as another way to approach the postmodern painting.

[ $\lceil$ ]The Life of Pigeons$\rfloor$ consists of seven different canvases without a leading image It contains fragments of disassociated ordinary subjects from a capitalistic and consuming society. In this respect, the text itself attains multiple meanings throughout with inner disharmony, disassociation and relationships of differences. The divided seven images look as if they are connected as one and are connected events that are happening at the same time and in similar places. A liberal interpretation of this work is given to viewers when the seven canvases have both relations and gaps at the same time. $\lceil$The Life of Pigeons$\rfloor$ attempts the viewer's disruption through its middle stratum of meaning structure, which is a device for viewers to rearrange and deeply analyze the seven images. As a result, the artist allows the viewers to get lost in self-contradiction. A fundamental formal structure adopting post-modernism and abandoning modernism is what we can detect with detailed analysis of the work. For instance, changing surface style appears by dividing or putting images in obliquely, furthermore it clearly shows that the main subject is divided in form such as the subject's division into seven spaces. There are three major characteristics. First, the form of the images is divided and composed through oblique and overlapped images. Second, the main content of the subject tends to be scattered. Third, the subjects are interpreted in multiple meanings due to their allegory and symbolism. The inquiry of $\lceil$The Life of Pigeons$\rfloor$ proves that it takes a post artistic spirituality as its basis and its subjects are divided by the differences and surrounding relationships.

Dieser Aufsatz ist ein Versuch, Konrad Fiedlers Theorien der bilden Kunst von ihrem kunstphilosophischen Ansatz her systematisch zu rekonstruieren und ihre Bedeutung fur die Entwicklung der modernen abstrakten Malerei klar darzulegen. Fiedler $z\"{a}hlt$ zwar zu den theoretischen Wegbreitern der abstrakten Malerei, aber in dieser Beziehung linden sick bisher nor wenige $zusammenh\"{a}ngende$ $Er\"{a}rterungen$ seiner Arbeiten. Yon der Ansicht ausgehend versucht der Verfasser die Kerngedanken seiner kunstphilosophischen Lehren in semen Haupschriften, <$\"{U}ber$ den Ursprung der kunstlerischen $T\"{a}tigkeit$>, <$\"{U}ber$ die Beurteilung von Werken do, bildenden Kunst> sowie $k\"{u}nstlerische$ Wahrheit> usw., kritisch zu analysieren und zosammenfassend darzustellen. Dabei handelt es sich letztlich darum, in seiner Bestimmung des Wesens der bildenden Kunst als 'freier Gestalting der reinen Sichtbarkeit' den Anhaltspunkt $f\"{u}r$ abstrakten Malerei herauszufinden, die in der gegestandslosen ihren $H\"{o}hepunkt$ erreicht.