TV 광고에서 브랜드 이미지 제고를 위한 내러티브의 의미생성 연구 - 박카스, 초코파이, 핫 초코미떼, 구몬학습 광고를 중심으로 -

Abstract

Composing narrative is very important in advertise ment. It is about comprising series of causal relationship and event to increase product sales and improve image of brand or company. In this study, narrative structure for improving brand image and organic connection between comprising components are analyzed with Actant Model and Semiotic rectangle structure. For analysis object, TV advertisement with good preference, reliability, and friendliness is selected as a standard. Narrative in advertisement is creating with two class compositions. Original character of brand is creating emotional and social meaning at the same time. This organic connection in emotional and social meaning composition improves perception of consumers to brand image, pursuing its value. Once narrative is created, the narrative strongly impresses the importance of product image, bringing positive and reliable perception, and it is used as effective and strategic method to make consumer remember brand. Ordinary stories of daily routines and social lives help consumers feel as if they are watching themselves and develop strong empathy and bond. Narratives are analyzed to deeply related to brand image establishment by generating socio-cultural significance, social-class identification and emotional significance. That is, narratives can design socio-cultural images and created emotional values upon those images at the same time. Such narrative-based value generation in advertisement processes ordinary stories by adding socio-cultural context and emotional significant to help improve consumers’ awareness of corporate brand image.