A Structural and Generative Approach to the texts
of Car advertisements
- The Structure and Typology
of the Valorization of Consumption
Kim, Sung-Do(Professor, Dept. of Linguistics &
Visual Culture, Korea University)
The purpose of this paper is to explore the valorization
of consumption manifested in the car advertisements,
by applying the semiotic point of view. In particular,
we introduced the structural and generative semiotics
which formed the Paris school of semiotics. By combining
some essential concepts of this semiotics methodology,
we attempted to elaborate a sort of semiotic mapping
vis-a-vis de la valorization of consumption. In the
second part of this work we presented some empirical
results concerning the aspects of cultural values which
are realized in the car advertisements. We showed that
4 kinds of valorization of consumption-pratical, utopian,
critical, playful - are observed in the corpus of 80
cases and we found some essential tendencies of car
advertisements. For instance, the Korean car advertisements
focused on the utopian valorization. This work could,
we suppose, provide an example in proving the relevance
of the generative and structural model of meaning in
the domain of advertisement.
key word : structural semiotics, car advertisement,
axiology of consumption
|
