광고의 기호학적 분석에 관한 연구 -기호학자 소쉬르와 바르트의 이론 중심으로-
A Study on the Semiotic Analysis of Advertisement - Focused on the Theory of F.de Saussure and Barthes -
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Every day in our lives we are surrounded by advertisements. Even if we don’t read a paper, watch television or walk around with our eyes closed, we will find it impossible to avoid some form of publicity, whether it might be the latest offer at the local supermarket or some advertisements on the television. The main purpose of advertisement to sell products, but the advertisement not only sells the reader the product, but also a future image of ourselves as more desirable and happier. Very important to a successful advertisement is the use of semiotics. Semiotics, among other things, plays a major role in catching the attention of the intended target market such as men, women, adults or teens. The placement of certain images, text, colors, and other signs is a key part of the overall successfulness of the advertisement. We have also learned that the use of semiotics varies with the kind of product being advertised, however between similar products, the overall theme of the advertisements seems to stay the same with few exceptions.
Abstract
Every day in our lives we are surrounded by advertisements. Even if we don’t read a paper, watch television or walk around with our eyes closed, we will find it impossible to avoid some form of publicity, whether it might be the latest offer at the local supermarket or some advertisements on the television. The main purpose of advertisement to sell products, but the advertisement not only sells the reader the product, but also a future image of ourselves as more desirable and happier. Very important to a successful advertisement is the use of semiotics. Semiotics, among other things, plays a major role in catching the attention of the intended target market such as men, women, adults or teens. The placement of certain images, text, colors, and other signs is a key part of the overall successfulness of the advertisement. We have also learned that the use of semiotics varies with the kind of product being advertised, however between similar products, the overall theme of the advertisements seems to stay the same with few exceptions.
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