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- 저자 : 고영진(주저자) ( Young Jin Ko ) (검색결과 1 건)
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시각적 은유 표현에 따른 광고커뮤니케이션 구성요소의 의미작용에 관한 고찰 -현대자동차 아반떼 캠페인 테마광고 중심으로-
고영진(주저자) ( Young Jin Ko ) 커뮤니케이션디자인학회 2013 커뮤니케이션 디자인학연구 Vol.44 No.-
The concept of metaphor is to explain an original notion with an auxiliary notion. The metaphor means that the original and auxiliary notions as these two-kind unfamiliar notions are reinterpreted through their new meeting. Images in a visual language are not the objects themselves, but substitutes of true natures being shared meanings or concepts. Therefore, the visual metaphoric expressions connect concepts that each image has with one message or have instrumental roles of the abundant visual language creation that can make one image involve various meanings. In this study, the signification in accordance with components of the visual metaphor expressed in advertisement communications was researched. The target of the study was the visual metaphors described in ‘the class not in the world’, Avante TV campaign theme’s seven ad series of Hyundai motor co. This is based on a theory of Roland Barthes who defined that ad messages are intentionally composed of various signs to contribute symbolic values to goods and the na structural phenomenon is realized. By analyzing and considering the signification of characteristics and functions of components of the visual metaphors on historicaccidents according to each day of the week expressed in the Avante advertisements, conclusions were extracted.
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