"문화적 관점에서 본 캘린더에 관한 연구 The discussion of globalization has been recognized as the typical issue reflecting the social aspect of this times toward the 21st century and it emphasizes the diverse cultural experiences of community or identity of each race and local culture unlike the argument of modernity. From such a viewpoint, it is possible to make proposition ""What is most regional is the most global."" The issue of design in the global society should be considered as the cultural factor as well as merely industrial and technical aspect just for production. It should be noted that today's successful world commodities are original designs based on the excellent cultural interpretation. It tells us that the source of commodity competitiveness is in the cultural interpretation through design. It is important to produce and obtain good information in its qualitative side in the flood of information, that is the information of identity and 'contents' of such an identity is referred to as 'culture'. Enterprises and nations will be able to secure the superiority in the struggle for leadership in the society of information coming the 21st century only through the acquisition of information with identity, that is, information worthwhile to be sublimed to culture. Calender among the various media which take charge of the industrial PR effects under such a context has performed the cultural function as the media containing the 'culture of clear identity', escaping from its roles playing visual decoration as the object of mere appreciation showing date, day and time of the former days. Therefore this study is to seek the value of culture intended in the text of calender by cultural supplier (culture with secured identity) and reveals the cultural meaning and roles of calender centering around the modern consumption culture, recognizes the necessity which calender should be settled as a positive and new PR media according to the changes of the times and then examines the functions of calender for cultural communication as an element of industrial image marketing. Accordingly, this study aims at examining the cultural value of calender and establishing the industrial identity through calender for effective industrial image promotion which can result in the satisfaction of consumers' demands in the age of global competition and seeking the possibility and direction of calender from cultural view.