마스크 광고의 의미 구조 연구
A study on the semantic structure of mask advertising
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초록
This work is a study of the semantic structure revealed in the text composition of mask advertising. Advertising can be divided into three stages: stimulation-interpretation-supplement(remind section) depending on the function each component of the text is responsible for. Semantic structure refers to the semantic relationship of the content that constitutes these stages. The semantic structure that usually appears in mask advertisements is a ‘problem-solving’ structure, which can be divided into ‘risk-resolving’ and ‘uncomfortable-resolving’. The risk-resolving structure is the structure that stimulation stage consists of content that stimulates receivers by external threats and interpretation stage consists of content that solve the external threats using mask. The uncomfortable-resolving structure is the structure that stimulation stage consists of content that stimulates receivers by inconveniences of using mask and interpretation stage consists of content that solve the inconveniences with product advantages.
Abstract
This work is a study of the semantic structure revealed in the text composition of mask advertising. Advertising can be divided into three stages: stimulation-interpretation-supplement(remind section) depending on the function each component of the text is responsible for. Semantic structure refers to the semantic relationship of the content that constitutes these stages. The semantic structure that usually appears in mask advertisements is a ‘problem-solving’ structure, which can be divided into ‘risk-resolving’ and ‘uncomfortable-resolving’. The risk-resolving structure is the structure that stimulation stage consists of content that stimulates receivers by external threats and interpretation stage consists of content that solve the external threats using mask. The uncomfortable-resolving structure is the structure that stimulation stage consists of content that stimulates receivers by inconveniences of using mask and interpretation stage consists of content that solve the inconveniences with product advantages.
참고문헌 (12)
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