시뮬라크르 확장에 따른 기호의 의미작용

Abstract

At present in the era of simulation, when virtual brand image intensifies, consumers accept manipulated images that are not real things like reality. A brand image or an advertisement’s created image viewed and significated to consumers is the simulation expressed with doing simulacres and the manipulated montage of symbol. This study investigated simulacres as the symbol expressions for communication with consumers and examined the signification of symbol converted to hyperreality in brand advertisement, according to the expansion of simulacres. A brand image is the outcome of various corporate activities conducted strategically targeting consumers. The outcome of a variety of semiotic process towards targeted consumers by the positioning process in the integrated marketing communication can be brand image. Representative symbolic representation in the brand image forming process that assigns the integrated marketing communication strategy can be advertisement. If simulation is carried out through imagification of a concept based on semiology, which can be the logical basis in brand advertisement planning, the message that a client or a creative director intends to convey can be expressed and the signification of efficient advertising symbol can be drawn. Differentiated messages and symbol expressions inbrand image building are correlated with the issue of effective communication offering, which can be the ultimate goal of brand advertisement. Therefore this study examined the simulacres of advertisement as symbol expressions for communication with consumers and inquired into signs’ signification converted to derivative existence according to the expansion of simulacres. This study tried to make all these as the logical basis of advertising simulation that can efficiently work for brand image appeal.