시각기호에 함의된 다의적 의미의 유형화 연구

Abstract

In modern society, the role of visual symbol ranges from subordination to help understanding of language signs to active form of self-　expression. Such phenomenon is considered a result from the idea that Designer's intention to complete the symbol's meaning through Receiver and visual symbol-oriented communication is more effective. Thus, the possibility of expansion of visual symbol's multiple meanings is growing. The objective of the research is to materialize various meanings that can be expressed from visual symbols and to study the foundation. The methods used were communication process model based on Charles Sanders Peirce's triadic semiotics and Umberto Eco's  ‘Intention of sender-receiver in relation to symbols and intensity' theory. As a result, the extracted branches of equivocality were: support, misinterpretation, mistrust, dissappointment, worry, embarrassment, confusion (from not understanding). All or some of such meanings may be extracted from single advertisement. However, not only an integrated expression of the meaning (the objective of communication) occurs as Designer wishes. The result supports the argument that such manifestation of meaning can vary depending on Designer and Receiver that comprises communication, symbol and media, the context in which the media and Receiver is placed, Designer's ability to select symbols and combine them, and in addition, the experience and knowledge of Receiver.