헤어제품 광고에서 나타난 여성성 표현전략 연구

• 영문명: A Study on the Expression Strategy of Femininity in Hair Product Advertisement: Focused on Roland Barthes’s Smiotics
• 발행기관: 한국인체미용예술학회
• 저자명: 이소인(So-In Lee)
• 간행물 정보: 『한국인체미용예술학회지』한국인체미용예술학회지 제21권 제4호, 287~303쪽, 전체 17쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2020.12.20

영문 초록

The purpose of this study is to analyze what kind of femininity was strategically used to emphasize the functions of a product in advertisements for hair care products. Semiotics based on Roland Barthes s Mythical Semantic Analysis Framework was used to see how the strategic use of language and visual signs in the advertisement appear by selecting four shampoo or essence TV commercials that use a female model. The analysis results are as follows. First, in hair care product advertisements, both metaphorical language and visual signifiers are used to express the state of hair before using the product. Second, it showed the advertisements used various visual signifiers to depict the functionality of the product. Third, in hair care product advertisements, the characteristics of using femininity were used to emphasize the effects of the product. Hair product advertisements were found to effectively apply femininity to match the function of the product, and it was found to represent desires and elicit identification through an emotional connection with women.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 방법

IV. 분석결과

Ⅴ. 결론

참고문헌

키워드

헤어 제품 광고 여성성 롤랑바르트 기호학 Hair Product Advertisement Femininity Roland Barth Semiotics