Park Young-won, the 10th president of Korean Association for Visual Culture (KAVC), says he wants the public to use a tool called "sign and symbols" to enjoy visual art and better understand the humor intended by the artists.
Park is the first design major to become the leader of this society and will lead the organization for two years starting January.
"I've liked drawing since I was in primary school, and won first prize in contests. Then, while majoring in design at Hongik University, I developed a deep interest in brand design and visual puns," Park said.
He says visual puns can create a "humor effect" which is created with a specific intention by the artist. Such puns can be a huge selling point to companies promoting their brand and commercials.
Woowa Brothers, the company that created a nationwide delivery application in Korea, was able to gain huge success through its funny commercials. Its font, which is also a "visual" work, also became popular and the company started selling stationery with puns on them.
He hopes the public will enjoy the tool better in their daily lives rather than letting it remain a study subject between scholars.
"When you come to think of it, the whole world consists of signs and symbols, even language and letters," he said.
"I think people can enjoy artwork better when they understand it better, and studies on signs and symbols can provide people with an insight to analyze things they see."
KAVC is an academic society established in 1999 in order to promote studies in literature, philosophy, signs and symbols, design, art, and films. The society invites prominent international scholars for academic exchanges.