ScholarWorks@숙명여자대학교

초록

The 21st century is represented by "Times of Individuality" of "Times of Emotion" with a wide variety of sense of valued. Recently, the term "emotion" is increasingly used with related to consumers, such as "Emotional Marketing', 'Emotional Consumption", and "Emotional appeal". The main subject of this study is largely divided into two parts: in its second chapter, I defined what emotion is, and the third chapter demonstrated cases of floral design representations for emotional appeal. Recently, the word emotion is generally used in our daily life, but it has a comprehensive meaning. Thus, I tried to define its concept based on those shown in advertisement. There are many kinds of emotional appeal in advertisement, but I refer to Geuens and Pelsmacker(1999), and Research of Kim Wan Suk(1995) as classification standard in this study. Based in them, I tale warmness, sexual appeal, witty appeal for humor as emotional appeal, and another typed as non-emotional appeal. Through works of art, I analyze trend of emotional appeal that greatly influences on modern society, trying to broaden the area of floral design by diversified interpretation that meets new demands of floral art designer.