A study on the images of self-identity of TV ad.

Deok-Ja, Kim(Assistant Professor, Dept. of Advertising Design, Dongseoul College)

The idea of identification have become a subject of discussion ever since the time man started to contemplate on the meaning and value of his being. However, the concept of identity defined by theorists such as sociologists or cultural historians influence the consumption pattern of the major consumer group, in conjunction with the advent of the mass consuming age. The conflict and mutual realization among variable generations and residential areas of different consumer levels profoundly affect the formation of the identity of the new generation and the role and experience of women. This series of transit is progressing more rapidly due to the characteristic situation of the expiration of a millenium.

Advertising strives as control our interests and ideas on the products we choose to use and affects our identity by manipulating images of successful People. People tend to be influenced more significantly by the mass-culture than by people around them, such as family or friends, in rendering their self-identity; in which process, adopting the identity produced by mass-media and advertising. Such identity is conducted partly of the product identity and the stereotyped image suggested by mass-media.

This study bears significance in the attempt to provide actual data and expand the realm of ideas and planning in future advertising through demonstrative analysis of self-identity creative in Korean TV advertising.