[ set DATA_HOME $env(UNIWEB_DOC_ROOT) source $DATA_HOME/init.appl ] 공익광고의 언어와 이미지의 수사학과 수용자 반응에 관한 연구

출처: 한국방송광고공사 - 광고연구

Abstract

An Analysis of the Rhetoric of Visual Images and Verbal Texts and Audience-Interpretation in Public Service Advertising

Kang, Tae-wan(Professor, School of Communication, Kyunghee University)
Lee, Si-hoon(Professor, Dept. of Advertising and Public Relations, Keimyung University)

 

The purpose of this study is to find the answers for the following research questions:

1) What are the rhetorical relationships between the visual images and verbal texts in public service advertising during 1982-2003?

2) What are the audience interpretation about this advertising text?

This study analyzed 12 advertising cases in three main categories of nature/environment, society/security and youth problem. Also the study performed focus group interviews in two age group(in the ages of 10-20 and 40-50) to find out polysemic characteristics of the audience interpretation.

The findings are:

1) The rhetorics of advertising in 1980s were primarily based on repetitional operation and the visual syntax of generalization and cause-reason relationship in the public service advertising in 1980s. But the rhetorics of advertising in 1990s were based on metaphorical operation and the visual syntax of contrast and analogy.

2) This study focused on age as an important axis in the notion of interpretation communities. Findings revealed that some younger audience felt uncomfortable about the text of advertising in 1980s. Some older audience had failed to interpret the message of  ‘post-modern’ style. But regardless of age position most audience interpret the text of  ‘youth problem campaign’ from dominant point of view. So played interpretative position important role in reading advertising texts.

 

Key words : public service advertising, rhetoric of visual images and verbal texts, audience interpretation