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AbstractThe signification of sex appeal advertising expressions
Park, Young-Won. Ph. D. / Associate
Professor, Advertising & Multi-media Major,
The sex appeal has been getting more attention as a creative factor due to the voluminous expansion of advertising communications and the changes of media. Even though sex appeals can serves as one of the most important factor for getting consumer's attention, there is a tendency that many advertising designer are worried about its negative functions. Thus, this thesis aims at reviewing the production and analysis method with semiotic approaches as well as cate- gorizing sex appeals. Firstly. I introduce Cohen's previous theory(1981),
in which sex appeals are summarized into ① sex orientation
sex appeals, ② functional sex appeals, ③ fantastic sex
appeals, ④ symbolic sex appeals, Secondly, sex appeals can be devided into ① nude, ② semi-nude, and ③ non-nude. And I categorize sex appeals with 5 types of rhetoric figures into ① metaphor, ② analogy,③ catachresis, ④ metonymy and ⑤ synedoche. Thirdly, I discuss the signification of sex appeal advertising expression taking into consideration the se- miotic theory, such as C. S. Peirce' 3 Types of Signs(icon, index, symbol) and Roland Barthes' deno- tation and connotation theory for significations. It's my belief that semiotic approaches for sex appeal images provide basic methods which is about anal- yzing advertising expressions and producing creative elements that enables consumers to decode the sex appeal advertising messages.
Key Words : sex appeals, semiotics, signification, metaphor |
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