Research on Applications of Advertising Slogans and their Creativity of Context in Postmodernism

[[abstract]]Abstract A good design is successfully presented not only with excellent creativivity but also with proper Catch phrase ( case usage: Catch; long-term usage: Solgan). The Catch phrase makes the design verbally and visually attractive, which speaks for the saying,”Pens are sharper than swords.” If a designer deals well with both graphs and texts, that will make the design more conveniencing. From the time when Cezanne, Father of the Modern Fine Art, developed the theory that every object is made of circular cylinders, circular cones, and spheres, and through Cubism, Constructivism, Suprematism, de stijl (The style), till Bauhaus theory periods…, the designing concepts had become very difficult to understand. After Post-structuralism criticized Constructivism, Text, Context gradually appeared; then in the period of Postmodernism, Context developed prosperously. The mass media businesses apply Context rather thoroughly. No matter for plane designs or commercial films, one advertising phrase or sentence is used to lead each entire project. This research is focused on the application of Context on advertisement designing, with emphases on categorizing and creativity studying. The dissertation includes six chapters. In chapter one --introduction, the background, motivation, and purposes of the research are presented, and the methodology, process, and limitation of the study domains are explained as well. Chapter two is mainly about literature reviewing: from various theories of Modernism, through the occurrence of Context in Post-structuralism, to development of Context in Postmodernism, and finally the influences of Context toward mass media. In chapter three, the qualitative analyses on five script masters from advertising celebrity are explained with comparative tablets showing their theories and characteristics. The brief development history of the adverting businesses in Taiwan is also discussed in this chapter. The categorizing of advertisement copy(script) methods is presented in chapter four. The author collected copies(scripts)from the last 40 years advertisement history, integrated the advertisement characteristics of Taiwanese and Western projects, and categorized the projects’ slogans into three major groups: 1.Words for play, 2.Words from theories, 3. Words with affections. The grouping factors and the theoretic backgrounds of each group are described here. In addition, the three groups were also divided into 30 items by the author, and these items are explained and analyzed with tablets, illustrations and texts. Chapter 5 is focused on discussions about the plane advertising copy creation. The concepts of creation, processes of creation, and derivative developments of creation are expounded. In chapter six- Conclusion, all major discussions of the study” Research on categorization of advertising slogans and their creativity” are concluded, and the possibility of the future study is also proposed at the end. Keywords : Text, Context, Slogans, Catch phrase, Copy(script) categorization