[ set DATA_HOME $env(UNIWEB_DOC_ROOT) source $DATA_HOME/init.appl ] 광고의 서사성에 관한 구조기호학적 연구

출처: 한국방송광고공사 - 광고연구

Abstract

A Structural-Semiotic Study on the Narrativity of Advertisements

Um, Chang-Ho(Lecturer, Dept. of Advertising, Dongguk University)
Shin, Hang-Sik(Professor, Graduate School of Advertising and Public Relations, Hongik University)

This study explores the characterstic of the narrativity and the signification structure in advertisements, through the structural semiotics of ‘Paris school of semiotics’. The school takes the unique position in analysing the narrativity of various social and cultural texts. Our analysis on some TV commercials, based on their generative trajectory of signification with three artificial hierarchies and semiotic square, comes to draw the following conclusions; These commercials has in deep structure such binary oppositions as ‘life vs. death’, ‘the new vs. the old’, ‘the normal vs. the abnormal’, in which the one semantic value is marked and emphasized against the other opposite value. In superficial structure, these semantic oppositions is manifested in the same manner; for the product with positive value and for another with negative value. And then motivated in discourse structure so that the priority of the product could be received naturally. With above conclusions, this study presents an example of value-flow in narrative of advertisements.

key word : narrativity, structural semiotics, generative trajectory of signification, semiotic square