• The Journal of the Korea Contents Association
• /
• v.19 no.3
• /
• pp.302-312
• /
• 2019

Stamps are the smallest image symbols that can be read in the period, and they include the history, culture, politics, and figures and events of the issuing country. In particular, the stamps of the past presidents include the contemporary history of Korea, and reexamining and reviewing the meaning of the presidential stamps historically has a meaning that can not be overlooked as a researcher who studies the image of political leaders. In this study, the scope of research from the first republic to the fifth republic, where the publicity of political leaders through the advertisement of stamps and placards was high, was conducted and the leader image formation and change process centering on the former presidents Rhee Seungman, Park Jeong Hee, Chun Doo Hwan, Respectively. For the interpretation of the image of political leaders according to the changes of time, the images were classified by using Osgood's Semantic Differential Scale, and the images were analyzed using Saussure's semiotics. The image continues to move and change, and the conclusion that the image of the political leader of the time is not a simple personal image but a social product reflecting the specific age of the era.