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기업광고를 통해 본 가족신화와 젠더의 기호학적 의미: SK기업광고를 중심으로
조희선 ( Hee Sun Cho ),백선기 ( Seon Gi Baek ),양다진 ( Da Jin Yang ) 대한가정학회 2010 Human Ecology Research(HER) Vol.48 No.9
This study attempts to identify the process in which how the Myth of family and gender image are reproduced and taken in by the recipients through semiotics analysis of three versions consisting of children, husband and housewife series of SK corporate`s TV advertisements from the last half of year 2009 to the first half of year 2010. The analysis of the corporate advertisements shows that each advertisement binds and stereotypes concept of family and gender to Myth of family, especially case of female, and consequently, the result through text analysis is that corporate advertisements reproduce and restructure traditional Myth of family and role of gender. Going forward, Family study requires to realize importance of effect of mass media, especially of TV advertisement, to research diverse case studies and searching about it.
趙熙仙 성신여자대학교 생활문화연구소 1988 生活文化硏究 Vol.2 No.-
Korean traditional family system began to the established from the middle of the 17th centruy when Zuzagarye was popular in general public. This article prescribed the traditional principles in korean traditional family with sex-generation principle, patrilineal family principle and sex-role assignment principle, and reaffirmed/arranged those principles through the life of korean women. 1. Woman's status promotes to the level of her husband from the previous subordinated position in support of absolute merit of Hyo upon giving birth to the son. Thus woman herself strengthens son-preferentialism and causes conflict between mother-in law and daughter-in law in the future. 2. Woman's hard houseworle (merried life) in the house of husband's parents, especially for daughter-in law of eldest son in the patrilineal family, strengthens women herself and makes her more independent woman, moreover she feels happiness and finds her being in the hare housework. In the meantime woman is able to secure stability from her son, which strengethens son-preferentialism and causes conflict between mother-in law and daughter-in law. 3. Although it may be generally understood that sex-role assignment in traditional family was automatically done backed up by the distiction between sexes, sex-role assignment was kept merely in the part of upper class, while women in lower class actively particiapted in the rough work. In the other words, work, work-differential befween sexes is considered to be less than that between classes.