광고제작과정의 ‘순간체계’

Abstract

Moment-System’ in an Advertisement Work ProcessionOn a analysis of forming an advertisement expression through Referent System theory’ of communicationJoun, Gisoon*Most of the studies conducted so far on advertisement expression were logically empirical ones. It is because proper questionnaires or experiments on advertisement expression for the customers can find empirical solutions of their own. Accordingly, ads clients actively join a strategic advertisement campaign through such empirical solutions. However, the ads effects are often lower than expected. It is judged to result from the lack of perception on the cultural aspects of customers. It is agreed in general that even identical advertisement expression may be perceived differently according to what cultural area it belongs to. Moreover, recently market cultures have been segmented from multi cultures even from an identical language and viewpoint as a variety of solutions have been made according to customers' cultural identity. Advertisement expression is a 'creative'. But it is not the creation by a subjective perception starting from and ending up at the artist's personal perception like in fine arts, but the Intersubjective creation by the referent-system forming in relation with other people as a social factor and semiosis. As a result, this study is to make the clue to a culture clearer by showing a possibility to scientifically systemize a variety of cultural references of advertisement expression.