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Semiotics Approach to TV Advertisement of Disabled Model
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장애인모델 TV광고에 대한 기호학적 분석

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Type
Academic journal
Author
Ji-Seok Lee (세명대학교)
Journal
The Korea Contents Society JOURNAL OF THE KOREA CONTENTS ASSOCIATION Vol.15 No.3 KCI Accredited Journals
Published
2015.3
Pages
327 - 335 (9page)

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Semiotics Approach to TV Advertisement of Disabled Model
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Abstract· Keywords

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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 ∞ 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.
#애인모델 #TV광고 #기호학 #기호사각형 #Disabled Model #TV Advertisement #Semiotics #Semiotics Square

Contents

요약
Abstract
Ⅰ. 서론
Ⅱ. 기호학적 방법론의 이론적 고찰
Ⅲ. 장애인모델 TV광고의 기호학적 분석
Ⅳ. 결론 및 시사점
참고문헌

References (11)

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1. [단행본] - V. L. Leymore / 1999 / 숨겨진 신화 / 참미디어 google schola 2. [학술지(정기간행물)] - 김현조 / 2006 / 광고표현기법에서의 기호학적 접근방식 연구- 국내 TV 광고 중심으로 - / 한국콘텐츠학회 논문지 6 (6) : 125 ~ 135 dbpia 3. [학술지(정기간행물)] - 이견실 / 2009 / 피에르 멘델 작품의 의미생성에 관한 연구 - 플로슈의 조형기호학을 중심으로 - / 한국디자인문화학회지 15 (4) : 370 ~ 383 dbpia 4. [학술지(정기간행물)] - 이수범 / 2010 / 공익광고에 나타난 의미구조와 이데올로기에 대한 연구 / 광고연구 (85) : 291 ~ 326 dbpia 5. [학술지(정기간행물)] - 공현희 / 2010 / TV 공익광고의 기호학적 연구 - 그레마스의 의미생성모델을 중심으로 - / 일러스트레이션 포럼 11 (25) : 17 ~ 26 dbpia

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