광고콘텐츠의 스토리텔링 전략 - 국순당 광고의 기호학적 분석-

Abstract

The affective characteristics such as scientific attitudes, interests has been emphasized as one of the most important aims of narrative structure and cultural content. To improve these affective aims, we apply the methode semiotic for analyse semiotic of advertising <Kuk Sun Dang>. The semiotic tool can give the competence analysis for storytelling and cultural archetype. The methode semiotic makes the competence familiar with storytelling and analyse narrative. As a result, the semiotic tool may have the analyse of narrative more and more in advertising content and strategy of cultural branding. This study aimed to review the methode semiotic and semiotic tool for analyse in advertising contents.