광고제작과정의 ‘순간체계’ - 커뮤니케이션으로서 "지시체계이론"을 통한 광고표현 분석에 대하여

• 영문명: Moment-System’ in an Advertisement Work Procession On a analysis of forming an advertisement expression through Referent System theory’ of communication
• 발행기관: 한국상품학회
• 저자명: 전기순(Joun Gisoon)
• 간행물 정보: 『상품학연구』제24권 제3호, 83~106쪽, 전체 24쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2006.12.01

영문 초록

  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.

목차

Ⅰ. 서론
Ⅱ. 연구 방법 및 범위
Ⅲ. 이론적인 배경-루만(Luhmann, Niklas)
Ⅳ. 광고표현의 지시체계
Ⅴ. 지시체계에 의한 광고표현 분석
Ⅵ. 결과 및 결론
참고문헌
Abstract

키워드

Advertisement Cultural identity Referent-system