인쇄광고에 나타난 은유표현에 관한 고찰

Abstract

Background In everyday life, we are exposed to a variety of advertisements regardless of our intention. Modern advertisements have more interest in rhetoric along with various spending appetites, and visual metaphorical expressions are considered influential methods to effectively deliver advertisers’ purposes to consumers. In accordance with this tendency, metaphorical expressions in advertisement pictures tend to increase more and more. To comprehend connotative meanings of advertisements, not only advertisement pictures but also correlations among texts in advertisements should be taken into consideration. The purpose of this thesis is to look into the correlation and signification of components in metaphorical expressions of printed advertisements. Methods The printed advertisements of Wonderbra are selected as the object of this study because it is a well-known product both at home and abroad. In addition, the advertisement utilizes metaphorical expressions in many ways. Metaphor makes it difficult to understand connotative meanings or purposes of advertisements only through analyzing the surface meanings that can be perceived visually. It also disturbs the understanding of discourse which the advertisers want to express. This study is theoretically based on the Generative Model of Signification by A. J. Greimas that demonstrates advertisement message and narratives of images systematically. The conclusion of this thesis is drawn by analyzing discourse formed through the terme of components and their distinctiveness. Conclusion The metaphorical advertisement of Wonderbra separates users and non-users on the basis of binarity. In Wonderbra, brand mythology is expressed through the method of original meaning and metaphor of homogeneous value concept using fundamental Isotopie which consists of discourse. In addition, through exaggerated or distorted metaphorical expressions, it emphasizes visual play and attractiveness, which successfully persuades consumers to purchase.