• 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.

• 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.