동화 텍스트를 활용한 패러디 광고 스토리텔링 연구

Abstract

The public service announcement parodying the fairy tale formed themes by the three main ways. First, change the character. Second, change the background(space and time). Third, change the narration. Parody ad by a strategy for three ways has meaning a topic through its relationship with the original formation. A case based on similarity, the original element will be replaced with parody element that relationship of the homology with original element. Therefore, the element of the original and the element of the parody meaning is similar, it is easier to interpret due to have a close between the two. But there could be repeated the lesson of the original text. Therefore the agenda-setting of advertising is really far more important. On the other hand, the different components of the original version, based on the principle elements of the original, and contrast that is only one element, or replace them with conflicting ones. The element of the original mean it in contradiction to have a parody correlating the elements of the contents. The viewer already knowing the contents of the original predicts about the ending, and what follows is possible. Parody ad in the creative idea is more effective accenting the similarity than accenting the difference between the two cases. By so doing, parody ad will be able to achieve differentiation and critical distance between original book. Therefore, the original contents with the modern reinterpretation, which it is essential.