TV광고영상의 의미작용에 관한 텍스트분석 - 부정소구 금연광고를 중심으로 -

Abstract

Various appeals are used to get effects from consumers in advertising, and negative appeal is frequently used in anti-smoking advertising. This is a study of the methods by which negative appeal anti-smoking in TV-CM creates meaning and implies public ideology based on semiotics analysis. Besides, a study of the methods was made that public service advertising creates meaning and implies public ideology, contrary to the established study on commercial advertising analyzed consumption ideology of capitalism. The theoretical background of the study is 2-Step signification model based on Mythologize of Barthes, and the methods of the study is application of the five analysis used in film analysis by Christian Metz. As a result of analysis, negative appeal anti-smoking advertising implies mythology and ideology of our society through emotional audiovisual indication system at the expressing contents and forms. Major communication ideology is patriarchal ideology and authoritarian public ideology. The former is shown through beauty for beauty's sake, filial piety ideology, self-sacrificing devotion, and the latter is shown as exaggerated threatening to physical and social relationship such as fear, guilty, shame caused by smoking.