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A study on the Comparison Between Original Ad and TV Parody Ad
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TV 패러디 광고와 원작 광고의 비교연구

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Type
Academic journal
Author
Park Seung-bae (홍익대학교)
Journal
Korean Society of Design Science Archives of Design Research Vol.22 No.4 KCI Accredited Journals SCOPUS
Published
2009.8
Pages
51 - 61 (11page)

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Result
A study on the Comparison Between Original Ad and TV Parody Ad
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Abstract· Keywords

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This study examines how parody appears in advertisements and its influence in the context of cultural pluralism that is a trend of modern society. Advertising is a cultural phenomenon that summarizes the society. Advertisements deals with various aspects of social issues or phenomena, and they influence social discussion. Advertisement is an activity in which a product advertises itself to the person who sees the advertisement, and it has the goal of leadings the person to do what the advertiser wants the advertisement target to do.
The most important aim of an advertisement is to capture the target's attention and to stay retained within the target's memory for a long time. This is because appealing to people who have contacts with a lot of advertisements on a daily basis is the most important purpose of the advertisement, which is aired repeatedly every day.
Parody advertisement is the means that improves recognition, not promoting purchasing behavior. In the long view, the consideration about recognition of the advertisement is strategically strategically. Therefore, adoption of parody in advertisement has come from the necessity of new appeal. Thus, interpreting the culture of a society by examining the trend of advertisement is very meaningful. The purpose of this thesis is to offer a standard of judgment about right parody culture by studying the role of parody in TV advertisement and examples of parody advertisement.
#TV 광고 #패러디 #텍스트 #TV Advertising #Parody #Text

Contents

(要約)
(Abstract)
1. 서론
2. 패러디와 포스트모더니즘
3. 광고와 패러디
4. 패러디 광고의 다의성과 텍스트의 해석
5. 원작광고와 패러디광고의 분석
6. 결론 및 제언
참고문헌

References (21)

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1. [단행본] - 강명구 / 1995 / 소비대중문화와 포스트모더니즘 / 민음사 google schola 2. [단행본] - 강준만 / 1996 / 대중문화의 곁과 속 / 한샘출판사 google schola 3. [학술지(정기간행물)] - 강태완 / 1999 / 광고에 나타난 시각적 설득의 수사학에 관한 연구 / 광고연구 (43) dbpia 4. [학술지(정기간행물)] - 김덕자 / 1996 / 기억을 활성화시키는 영화패러디 광고 / 광고학연구. 한국광고학회 7 (2) google schola 5. [단행본] - 김봉순 / 2002 / 국어교육과 텍스트구조 / 서울대학교 출판부 google schola

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UCI(KEPA) : I410-ECN-0101-2009-658-018806494