TV 광고 속 남성춤 이미지 연구

Abstract

Research on Dance Image in TV Commercials- Mainly dances of male commercial from 2006 and 2007 -Jiwon LeeLecturer of danceEwha Woman?, Seokyeong UniversityThe images in TV commercials create many symbols. The do not just promote the product itself but also a taste through the model, props, music or sound effects. Thus ads, which are texts made up of image signals, work as a way of communication and captures the attention of the viewers. Furthermore, nowadays, they are even more attractive with movement that comes from the addition of the commercialized and glorified body. Now dance is a social-cultural tool to radiate one’s identity and a strong defense to the product.This research aimed to look at men? images and their forms through dances in TV ads, and to diagnose their social-cultural context. The analysis is based on 4 subjects picked mainly men-oriented dancing advertisements from the year 2006 and 2007.The images that these kinds of men? dance portray are divided into 4 kinds; Homme Fatale, modern generation, humorous, and lastly sublimity. There are many cases in which new dances of celebrities are shown to emphasize the recent product and its functions that appeal to the new generation. Also as the years pass, men? ads have veered towards using movements that match men? body with a pretty face since femininity is underscored in men.In conclusion, the social meanings of these dances can be restored to three parts. First is that they will be used efficiently as a communication? tool in inducing the costumer to buy the product. Secondly, through dance, we can experience an ideal state of the body. Lastly, we can also see that the meaning of dance goes side by side with youth and health. Therefore, through TV commercials show us that dance provides happiness, health, and ideals in our social culture and is a medium that seduces the costumers?purchase and presents joy.