• 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.

• The Journal of the Korea Contents Association
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• v.12 no.6
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• pp.170-181
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• 2012

The study on the analytical and productive methodolgy of visual culture contents is meaningful because cultural contents are regarded as a national growth industry. The fundamental notion of cultural contents is researched based on the notion of visual culture, and important factors of the fun are analyzed as a creative motive of visual culture contents. So this paper provides anaytical methodologies for the fun in visual culture contents, which are based on semiotic theories of Charles Morris, Roland Barthes and Roman Jakobson. These analytical matrix can be references for the study of the mechanism of fun and the basic theory for using fun effects in the visual culture contents.

• Design Convergence Study
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• v.15 no.2
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• pp.53-69
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• 2016

This paper analyzes the long-run brand Bacchus's TV advertisement narrative, which copes actively with changes in social and cultural circumstances. The paper focuses on the types of narrative and the consequent semantic effects used in the television advertisement of Bacchus. Through this, we aim to investigate the processes of brand strategies and transitions taken by the brand that made it a solid one. In conclusion, the summaries of distinctive meaning and value of long-run brand by examining the narrative of Bacchus in TV ads are as follows. Firstly, the narrative should be reflected in consumer's demands closely associated with changes in social and cultural circumstances. Secondly, a strong brand identity can be built by consistent management of brand image and through the cultivated effects. Lastly, it forms a bond of relationship between socio-cultural context and consumers, and functions as a communication message.