The Power of Words in Advertisements

Today we are living in the flood of advertisements. As with the saying, “You did not take a rest but saw advertisements,” they are now deeply embedded into our everyday life and influence our choices.
In order to effectively convey product and company information, “language” and “vision” are used in advertisement. Advertising language consists of “sounds,” “letters,” and “lettering.” When all these elements come together in harmony, the advertisement captivates our mind. This exhibition examines various aspects of “language” and “writing” which are major features of advertising language.
The first part of the exhibition, entitled “New Perspectives on Reading Advertisement,” shows developmental process of advertising language in print advertisements from the very first advertising up to the year 1945. The second part, entitled “Expressions of Advertising Language,” introduces a variety ways of writing advertisement and creative advertisements recommended by copywriters. The third part, entitled “Lettering and Typography,” shows how advertising copy and lettering have changed from the 1950s up to the present day. The fourth part entitled, “Self-Portraits of Ourselves,” portrays how family has changed over time in our society.
By examining diverse advertising language throughout time, this exhibition offers visitors a chance to realize that “you are the one who has the power to change the advertisements.”