본 연구 논문의 주제는 광고의 시각적 의사소통(Visual Literacy/ Visuelle Kommunikation)의 원리, 주요 개념인 ‘텍스트’와 ‘그림’ 그리고 그 교수법에 관한다. 시각적 의사소통의 영역은 매우 넓기 때문에 본 논문에서는 그 영역을 이차원적 지면광고에 한정하여 다룬다. 그것은 각 영역에 따라 시각적 전달매체가 다른 체계를 가지고 있기 때문이다. 그러나 논문 전체 텍스트에서 시각적 의사소통원리와 텍스트와 그림에 대한 이해는 동영상에서 나오는 텍스트와 이미지에도 상관할 정도로 그 내용들은 일반성을 지닌다.
The study dealt with visual communication principles and didactics of advertising. The field of visual communication is very wide. This study focused on two-dimensional advertising because each area of visual communication has different conveying media and systems. The study has three goals. The first goal is to define the principles of visual communication and their basic concepts ‘text’ and ‘image’. This problem is put out: The principles of visual communication are argued with W. Koch’s scheme and these are supported with the neuropsychological theory that the information in text draws the surface of the text, textual meaning and mental model in the brain. The second goal is to deal with the main concepts of visual communication argued with the terminology of ‘text’, ‘image’, ‘icon’ and ‘sign’ in the context of advertising and semiotics, and to bring the problem of didactics for visual communication. The study argues also about the problem of how to approach image and text analysis in advertising by students. The third goal is to take the text and image as a main learning subject and to build the foundation-stone of didactics for visual communication. The study argues and analyses the problems of layout with examples in advertising. The study will make a contribution to win the basic category for education of visual communication. And it will show how to introduce visual communication to schools and to orientate didactic problems with semiotic advertising.