수용미학적 관점에서 본 브랜드시그니춰의 해석의 틈에 대한 유형분석 -포춘 500기업 로고를 중심으로- = The typology of brand signature with a semantic analysis based on the reception theory -Focused on Fortune 500 companies` logos-

다국어 초록 (Multilingual Abstract)

This study is to establish the typology of the interpretation gap between the elements of brand signature and to analyze the characteristics of each typology based on the reception theory. The reception theory is the viewpoint that sets the emphasis on how the consumer interprets work in the relation of Author(A)-Work(B)- Consumer(C). Assuming that there is the gap of interpretation for work when Author(A)≠Consumer(C), the classification for this gap is analyzed by dividing into the defamiliarization, interminancy, and concretization. Among Fortune 500 companies, the companies that have the symbol mark were selected to analyze the correlation of symbol, logo type and business and established the formula by classifying the gap. For the first evaluation, 3 specialists selected the cases of descriptive mark, estrangement rule, uncertainty structure, and concretization concept. For the second evaluation, the general evaluation was carried out for total 100 ordinary people including 50 specialists and 50 non-specialists and an T-test was carried out by using the SD technique for 4 items such as attractiveness, originality, appeal and memory through 10 types of visual identities and AIDMA theory for the feature of each type. As a result, a helpful reference was drawn for someone who considers how to set the relation of symbol, name and business concept to create brand image, and which materials are used to express the concept that the brand pursues visually.