기능성 화장품 광고에 나타난 비주얼 메타포의 표현 특성 분석

Abstract

This study organized the advanced research on metaphor and applied to ad field, helping to comprehend how two topics are connected through framework for analyze visual metaphor expression type. I found out the pilot study on characteristics and types of appeals in cosmetic ads, since metaphor ad achieve its effect by using metaphorical appeal. After expressing the appeal and functions of product metaphorically in cosmetic ads, I deduced the characteristics of expression and conclusions are as follows: First, ads which seem to put more importance on secondary notion- visual, are authorized to specify the effect that cannot be actually experienced. In this case, the visual metaphor allows the complex original notion to become concrete. and it can be seen the higher effect that can be obtained from product, the clearer intent of ad. Second, the ad which original and secondary notion are placed together, emphasizes more on the visual effect of product. In this situation, the ad directly represents the attributes contained in original notion, and also forms even more robust visual impression. Third, since functional cosmetic ads focus on the features which appeal to consumers, It turned out that there were more rational appeal than emotional. The extracted functional cosmetic ads clearly used a metaphor for the rational appeal. In the case of functional cosmetics, it is recognized that it has superior functional effect than the general. It seems that consumers are now aware of the attributes, since they are attaching great importance to the effectiveness while purchasing products.