La influencia del chamanismo en el diseño de la publicidad de medicamentos coreanos durante la época del colonialismo japonés

Abstract

The purpose of this study is to examine the interconnection between shamanism, such as folklore, and Korean medication advertisement design in the newspapers during the Japanese Colonial Period. Advertisement works as a mirror that reflects a certain era and an aesthetic phenomenon that is a medium to convey information. From such a context, medication advertisement reflects preferred medication of the public through those days’ forms and contents and also tells the story of wide-spread diseases at that time. These days, medication advertisement and packaging follow universal designs. However, Korea’s first medication advertisement design that was introduced to the world held “traditionality” as a prime value. During the Japanese Colonial Period, the main role of advertisement at that time was to promote the source of raw materials for Japanese industry and their daily sales. However, medication advertisements published in newspapers in the Japanese Colonial Period showed the interaction of three factors such as the overflow of medication advertisements, the introduction of Western and Japanese medication, and the shamanism appearing in Joseon’s medication advertisement.

Keywords

• design
• shamanism
• medication
• Korea
• colonialism