TV 광고 텍스트의 장면 연구 －언어와 영상 사이의 긴밀성을 중심으로－

Abstract

This study is concerned about the scene. The scene is a basic unit that is composed with TV advertisements. That is comprised of verbal and non-verbal information. Non-verbal information is visual or musical information. The meaning of scene must be interpreted in the ways integrating those information. Especially verbal and visual information plays an important role in semantic analysis of the scene so it is important to considerate the relationship between verbal and visual information. Moreover the integrated meaning of the two information is involved in the cohesion and coherence of the text. So analysing well-made TV advertisements is the effective way to find the textuality of TV advertisements. This paper is intended for the TV advertisements which won an TVCF Award 2011, and these scene are sorted according to the interrelation between the verbal and visual information. The scenes come in three main varieties; complementary, supplementary, independent. The complementary scene is that verbal and visual information are a prerequisite for semantic analysis. The supplementary scene is that one of the two information supplements the other. The independent scenes is that the two information is not closely connected with the semantic analysis.