• The Journal of the Korea Contents Association
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• v.6 no.6
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• pp.125-135
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• 2006

A study of advertising semiotics is very important area based on the whole area of Film Industry and the study of semiotics has been continuously studied in the TV advertising field. If we only insist on the existing research area and expression techniques without considering new expression techniques resulted in consuming class and technological development, the scientific approach and analysis of advertising semiotics should be confronted by the limitation. so the purpose of this thesis is to analyze semicomical approaching method and analysis in TV advertising field through the meaning of advertisement and the technique of TV advertisements and show the necessity of study and production for the effective approach in both sides of commerce and art.

• Journal of the Korea Convergence Society
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• v.9 no.7
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• pp.155-162
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• 2018

This study explores the relationship between images and texts through advertising production using images and texts, and analyzes the student works with the semiotics of Roland Barth. Since Barth emphasized the interpreter's interpretation rather than the producer's intention in his work, he interpreted the work as a receiver. It was analyzed in terms of socio-cultural meaning of what students produced in the works. A total of 64 classes were held for the first two classes in D high school. The results of analyzing students' works after the advertisement production class are as follows. First, as a result of analyzing Barth 's myth structure model, advertisement image and text are symbols and have meaning. Second, advertising image and text complement each other and have the characteristic of interrelationship that constitutes meaning. Third, By attracting the socio-cultural implications inherent in the students' advertising, their values and interests could be discovered.

• The Journal of the Korea Contents Association
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• v.15 no.3
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• pp.327-335
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• 2015

This study analyzed symbolically the TV advertisement of disabled model from the point of view of the advertising communication of the consumers. Depending on the characteristics of the semiotics square of Greimas, the flow of the value of consumption of people with TV advertisement of disabled model, protective value, non-protective value, existence value, non-existence value such as ${\infty}$ re-protective value in the presence value it will move the form. The results from this study showed that SK Telecom TV ad (wheelchair basketball) is existence value, the iPhone 4 (lovers) is non-protective value, Samsung Securities (campaign) is protective value and Sonata automotive TV ad (Sonata Touchable Music Sheet) shows the non-existence value.

• Archives of design research
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• v.19 no.4 s.66
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• pp.145-154
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• 2006

In today's brand apartment ads, the image of high-tech apartment seeking consumers' convenience thanks to the introduction of ubiquitous and the image of nature-friendly apartment stressing consumers' well-being life have become a main stream. However, it seems that there lacks differentiation in expressing ad images, except some brands. This may also be related to the matter of providing effective communication, which is the ultimate goal of advertisement. Therefore, to suggest the effective communication methods of brand apartment ads, this study semiologically translated first the images thai recent brand apartment ads present, and then in order to review whether these images are properly delivered to consumers, this study conducted the image survey for brand apartment ads with 123 subjects, who are the group of design professionals. As a result, the survey showed that, in the semiological translation of ad expression, meaning sharing is made when ad concept and ad image are semiologically consistent, and it showed that the realization of successful ad communication between advertisers and consumers is possible, which starts from this kind of meaning sharing. Based on the results of this study, we could know that the introduction of semiology into ad planning can be a logical judgment criterion to provide effective ad communication.

• 한국HCI학회:학술대회논문집
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• 2006.02b
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• pp.714-720
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• 2006

본 연구에서는 자동차 TV광고에서 나타나는 섹슈얼리티의 의미화를 영상기호학적 시각에서 연구하는데 그 목표가 있다. 이를 위해서 페미니즘적 비평을 소개하고, '아네트 쿤(Annette Kuhn)'이 제시한 섹슈얼리티 표현의 구조를 파악하였다. 연구는 국내 자동차TV광고 자료 188편을 대상으로 하였다. 이 중 아네트 쿤의 섹슈얼리티 구조적 특징을 가지고 있는 45편의 광고를 선정하였고, 분석한 결과는 각 구조별로 체계적으로 제시하였다. TV광고의 섹슈얼리티 영상기호 분석이 갖는 의미는 다음과 같이 정리될 수 있다. 대중의 시선을 확보하기 위해 성적표현의 비중이 점차 높아지고 있는 상황에서 다분히 주관적 일수 있는 섹슈얼리티를 기호학에 근거를 두고 설명한 아네트 쿤의 연구로 구조화하여 분석함으로써 어느 정도 객관적으로 구체화 할 수 있었다. 또한, 섹슈얼리티와 자동차가 갖는 독특한 관계를 이해한다면 자동차디자인의 기획 단계에서 컨셉 설정에 따른 구체적인 자료로 활용할 수 있을 것이다. 마지막으로 섹슈얼리티 영상기호의 분석은 TV광고의 제작뿐만 아니라 섹슈얼리티를 표현하고자 하는 다른 여러 영상 제작 과정에 있어서도 실제적인 도움을 줄 수 있겠다.

• Journal of the Korea Convergence Society
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• v.6 no.6
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• pp.87-93
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• 2015

Advertisements in modern era are not intended to be consumed only as commercial purposes, but consumed also as cultural and artistic purposes. Advertising contents' success depends on Semiotic codes revealed in advertising texts. Advertising scholar Ozoh (1998) argued that perspectives for advertising are divided into two perspective, one as marketing tool perspective and the other as communication processes perspective. Advertising planning, advertising management, advertising, and advertising evaluation of marketing perspective are significantly different from those of communication perspective. Two perspectives of advertising present various debates on what contents of advertising messages are and how advertising messages are made up. In this research manuscripts, we discuss story telling as communication tool of advertising text in terms of cultural semiotics. That is, meaning value of goods is so well revealed in use value of goods that they satisfy consumers' needs, we analyze how they satisfy consumers' needs in semiotic(symbolic) process. We apply Gremas's semantic model to coffee advertisements in France and Korea, and analyze various differences between differentiation strategies of French coffee advertisements and those of Korean coffee advertisements in terms of semiotic perspective.

• Korean Journal of Communication Studies
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• v.20 no.2
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• pp.105-132
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• 2012

This study is designed to explore the persuasion strategies applied to the student recruitment advertising of the Korean universities. Advertising is a "mirror" of a consumption culture in the sense that an advertising message is composed of the major consumption values (as the persuasive appeals) and the major premises of the consumption culture (as the persuasive premises). Furthermore, the analysis of the persuasive appeals and premises in advertising reveals the ideologies that govern the consumption culture. Thus, this study attempts to explicate the value systems and ideologies of Korean universities in the society by a semiotic decoding of their advertising text. Semiotic approach to "decoding advertising text" allows us to classify advertising signs and sign systems in relation to the way they are transmitted. To achieve this goal, this study investigates three research questions: ① What are the major persuasive appeals appeared in the university advertising? ② What are the persuasive premises underlying those persuasive appeals? ③ What are the ideologies that govern those persuasive appeals and premises in Korean university advertising? The study result reveals 15 major persuasive values and premises along with the four major ideologies governing the symbolism of Korean universities.

• The Journal of the Korea Contents Association
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• v.8 no.3
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• pp.97-106
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• 2008

'Hoon's family story' is worth analysing because it is appreciated one of excellent advertising campaigns made success of gaining social sympathy and inducing interaction on media. And advertisements expressions have been regarded as the tort that we should analyze by semiotic methods. This paper provides possibilities of the advertisement analysis matrix for analysing significations of this campaign based on theories of Roland Barthes and Roman Jakobson for advertising planners and designers.

• Korean Journal of Communication Studies
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• v.18 no.4
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• pp.31-50
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• 2010

This study is designed to decode the persuasion strategies in the advertising targeted for children from a semiotic perspective. Semiotic approach to "decoding advertising text" allows us to classify advertising signs and sign systems in relation to the way they are transmitted and communicated. In this strategic process of advertising production, the producers use various "expressive techniques" and "persuasive appeals, premises, and ideology" shared by the members of the society. This study investigates Korean print media advertising for children with the following research questions: ① What types of expression techniques are employed in the print media advertising for children? ② What types of persuasive appeals(consumption values) are used in the print media advertising for children? ③ What are the persuasive premises(cultural premises) underlying those persuasive appeals? ④ What is the structure of ideology that governs those persuasive appeals and premises in the advertising for children? The study result reveals seven most frequently employed expressive techniques, ten major types of persuasive appeals and premises, and the structure of ideology governing the signs and signification systems in the advertising targeted for children.

• The Journal of the Korea Contents Association
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• v.17 no.3
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• pp.609-623
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• 2017

This study intends to find the meaning of signs' configuration in Korean and British school uniform advertisements, to investigate through reproduction of such signs what influences on students' identity issues are, and to discover the cultural significance of the both nations by analysing sexuality discourses around these ads. The authors apply semiotic analysis methods such as two-stage meaning structure and critical discourse analysis. The research subjects are School uniform advertisements of both in South Korea and in the UK. Through this study, women objectification, the power imbalances between men and women, and child erotica were revealed, and also the uniforms of the meaning and value turned out to be distorted. In addition, on the basis of critical discourse analysis, two nations' school uniform ads, which heavily focused on sexual objectification and commercialism, transformed aspects of unusual esthetic value, reminded of Lolita fantasy, implied wrong justification of deviant sexual orientation, and, caused Korean and British students the confusion of sexual identity and values.