패러디를 활용한 시와 TV 광고와의 상호텍스트성

Abstract

Today, in diversified industrial society, we can gain easily information and learn the social phenomena constantly and express our thoughts freely and actively. In the social atmosphere, the new attempt of the destruction and integration became common across the literature as well as across the cultures. A parody is utilized as various forms across the culture. It is created in the area of works as well as the area of the mass media with a certain distance from the original works. Especially, it is used widely in literatures, films, plays and TV programs because the parody is ironical and has characteristic of text-mutuality in that it is made in the mutual relation with the original text. The parody has been one of the strategic deconstructive writing techniques in deconstructive trends from the late 1980s. The parody created in 1980s satirized the capitalistic life and criticized the consumption-culture that stimulates the human desires in ad video and advertising contents. Poets such as You Ha, Park Nam-chul, Oh Kew-won and Ham Min-bok expressed banter on material life and exposed the capitalistic desire being inherent in the advertisements by quoting the advertising video and text to their poems. Especially, the function of the advertisement to express well the characteristic of the capitalism brought the other poetic meanings by means of the alteration and mimicry of the parody. Namely, the parody from advertising to the literature admitted the basis of the original text but, had the critical distance and exposed the problem of the capitalism by rewriting critically or changing the meaning entirely. In modern society, advertisement promotes the sales of company’s products as well as influences with consumers and society. The parody in advertising mainly functions to let the products familiar to a consumer. TV advertising has direct influence and usefulness to viewer in that it has visual and auditory figure at once and the parody from a poem to advertising has characteristic of conversation with a newly created text. The parody using a poem combines poetic sense of emotional figure to messages of the advertising and improves the image of the product. It is included the comical parody rather than the critical parody. A parody is not simple mimicry or quotation but the creative work reflecting writer’s world view or awareness. It requires the innovative creativity and is utilized to more various genres following the revitalization of the reflex media.