로만 야콥슨의 커뮤니케이션 기능이론을 중심으로 한 한국적 이미지에 관한 연구 - 광고표현에서의 커뮤니케이션 기능별 특성을 중심으로 = A Study on the Korean Images based on the Roman Jakobson’s Communicative Function Theory: Focused on the Characteristics of Communicative Function in Advertising Expressions

다국어 초록 (Multilingual Abstract)

Korean images are holistic, formed by combining images on various layers. National image is important for the development of countries including economy in the age of internationalization. This discussion was based on the Roman Jakobson’s theory because only Korean images were implemented in advertising and other communication design areas in whatever manner.
Jakobson’s theory has a new utility value in the context of modern media in that it connects the interpretation of the real symbology with future-oriented creativity.
Jakobson’s theory states that these six elements of the communication factors, such as addresser, addressee, message, context, contact, and code are supposed to express the emotive function, conative function, poetic function, referential function, phatic function, and metalingual function.
Jakobson’s theory makes the analyses about the realities of communication design possible on the different layers of the addresser’s emotional situation, the impact on the addressee, the context in which the message operates, the message itself, the context of the message being delivered, and the socio-cultural background of communication possibilities.
In this sense, Jakobson’s theory is very useful for the production and analysis of designs.
In the actual advertising case in 2019, the Korean images are discussed with each communication functions based on Jakobson’s theory.
Korean images are deliberately or unintentionally expressed at home and abroad, from the past to the present, from the present to the future. Korean images created for effective advertising expression must act as intended symbols through a wider variety of media.
Korean images emerged in the advertisement expression is not generated independently by only one of the six functions, but is expressed by various combinations of 6 functions in hierarchical orders. And a certain major function from the six functions can lead to the overall atmosphere centering on Korean image.

참고문헌 (Reference)

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