• Title/Summary/Keyword: 로만 야콥슨

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The Analysis of Significations for an Advertisement based on Theories of Roland Barthes and Roman Jakobson -Samsung Electronics' Corporate Advertising 'Hoon's Family Story' (롤랑 바르트의 이론과 로만 야콥슨의 커뮤니케이션 이론을 중심으로 한 광고의 의미작용 분석 -삼성전자 기업광고 '훈이네 가족이야기' 편을 중심으로)

  • Park, Young-Won
    • 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.

Analysis of Visual Culture Contents -Focusing on the Analytic Methodology for Visual Fun (시각 문화콘텐츠 분석에 관한 연구 -시각적 재미의 분석 방법론을 중심으로)

  • Park, Young-Won
    • 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.

A Study on the signification of TV advertisement narrative for enhancing brand image - Based on long-run brand 'Bacchus' - (브랜드 이미지 제고를 위한 TV광고 내러티브의 의미작용 연구 - 장수브랜드 '박카스'를 중심으로 -)

  • Kim, Eun Ju;Kim, Chong Hyuck;Kim, Geon
    • 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.