브랜드 리브랜딩과 광고 내러티브의 전략적 변환 연구 : 기아(Kia)의 광고를 중심으로 = Strategic Transformation of Brand Re-Branding and Advertising Narratives : Focusing on Kia's Advertisements

다국어 초록 (Multilingual Abstract)

This study aims to analyze the impact of Re-Branding on the narrative structure of advertising communication and its influence on brand identity. Using four Kia Super Bowl commercials from before and after its rebranding, the study employs Greimas’s Actant Model and Todorov’s Narrative Structure Theory to conduct a comparative analysis. The findings reveal a significant shift in Kia’s advertising narratives. Pre-rebranding ads emphasized functionality and performance, portraying vehicles as technical aids overcoming physical challenges. Post-rebranding, the focus shifted to daily life and emotional journeys, transforming vehicles into companions that embody human values. This evolution reflects Kia’s new identity as a mobility solutions provider, moving from technological achievement to emotional resonance and social messaging. By exploring this transformation, the study contributes to narrative analysis in advertising research and offers theoretical and practical insights for developing effective brand communication strategies.