텔레비전 광고에 담긴 담화·사회문화적 수행 분석 - ‘박카스’ 광고 속 부부 역할의 이데올로기 변화를 중심으로 -

Abstract

This study focused on the ideological change of marital roles by analyzing the verbal and nonverbal expressions of marital role characters during television advertisements aired from the 1960s to the present of Bacchus(박카스), a nutrient tonic drink that has been loved for a long time all over the country. The purpose of this study is to interpret ideological messages implied in addition to targeted advertising language messages as cultural symbols to identify the linguistic and cultural values implied by advertising language messages. It is also meaningful to examine the function of performing advertising functional language messages and socio-cultural messages through verbal and non-verbal expressions of television advertisements. As a result of the analysis, the long-time familiar product image and the product's symbolic television advertising function laid the foundation for the semiotic analysis structure of meaningful advertising language that performed an integrated language message function beyond simply allowing consumers to consume products.