TV광고에 나타난 스포츠 스타의 여성성과 이데올로기: 김연아와 장미란 광고에 대한 기호학적 분석을 중심으로 = Representations on sexuality of female sports stars in TV advertisement and their ideological implications: A Semiotic analysis on TV advertisements of two Korean female sports stars

다국어 초록 (Multilingual Abstract)

The purpose of this study was to figure out how TV advertisements(ads) represented sexuality of female sports stars, what kinds of signs they used to represent it, and what kinds of meanings such signs tended to imply ideologically in Korean society. In Korea, two female sports stars became very famous and welcomed. The one was Yuna Kim, a gold medal holder in figure skating at 2010 Winter Olympic Game, who was skinny and pretty, while the other was Miran Jang, a gold medal holder in female weight lifting at 2008 Summer Olympic Game, who was strong and healthy. The authors were interested in why they were differently treated in the TV ads, what was main content of each of their TV ads, how much different they were, and what such different contents could imply in Korean society. In order to solve these research questions, they collected two ads of each of them at Korean TV stations, 2010, as main research objects. Those ads were divided into linguistic part and image one, and each of parts was analyzed by semiotic research methods, especially, A Signification Model of Signs(SMS) which was recently suggested by Baek. As a result of this study, it was firstly found that there were clear different signs in TV ads between two female stars. Yuna Kim`s ads tended to show ‘skinny body’, ‘pretty face’, ‘erotic movement’, ‘sexual posture’, ‘seduce position’, and ‘childish action’ as important signs, while Miran Jang`s ads usually tended to express ‘healthy body’, ‘solid muscle’, ‘poker face’, ‘repeated weight lifting movement’, ‘manly posture’, and ‘responsible action’ as important signs. Secondly, there were different points of representation between them. The former pointed out ‘femininity’, ‘sexuality’, ‘prettiness’, ‘voluptuous charms’ and ‘sexual stimulus’, as the latter tended to focus on ‘masculinity’, ‘endurance’, ‘fortitude’, ``exertion’ and ‘earnestness’. Thirdly, there were different significations between them through such points of representation at the in-depth level of meaning. Through the Yuna Kim`s ads, it was signified that such pretty and skinny female sport`s star was considered as a sexual iconic figure, a erotic object, a sexual desire and a stimulus of passion. On the other hand, through the Miran`s ads, it was signified that such fat and strong female sport`s star was treated as a sort of androgynous appeal, a heroic figure, a hard worker, and a mentor for young athletes. Through this study, it was concluded ideologically that female sports stars could be signified differently by their pretties, shapes of body and outward appearances in the Korean society, even though they achieved similar kinds of outcomes in the international sports games.

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