STRUCTHRAL APPROACH ON THE MESSAGE DECODED IN THE ADVERTISING TEXT

-FOCUSED ON THE SEMI0TIC ANALYSIS-

Lee, Hye-Young(Major in Advertising Design The Graduate School of Industrial Design Ewha Womans University)

In modern-times, advertising has been functioning as an important total marketing communication system and operates as a mass-cultural creative system in the center of our daily-life. This assumption leads us to the fact that the advertising shall perform faithfully and simultaneously its two-sided function - informative function and persuasive function.

Accordingly, the study on the advertising's function shall be performed in the above point of the two-sided functioning.

But, major studies regretfully have been mainly concerned on the informative function of the advertising, and have analyzed the communication effectiveness of the message decoded in the advertising text.

Accordingly, in order to overcome the limit in the major studies on the advertising text, this study adopted the semiotic approach as a comprehension tool of persuasive function of the text with the message decoded in the advertising text. Its background is depended on the fact that today's creative strategy of advertising requires a positive participation of the consumer and considers the comprehension of the meaning decoded by receivers to become very important.

Theoretical basis of such an analysis of semiotic approach has been totally addressed in chapter II. It aims to examine the communicative structure and signification process of advertising text in depth. At the same time, application with Chapman's analysis tools, this study has tried an experimental analysis of the semiotic approach on the image advertisements considered to be

succeeded in the domestic.

In conclusion, the analysis of the successful advertisements found that the advertising concept produced by the messenger has been mainly coincided with "ECD" come from the semiotic analysis process, and such findings support and emphasize Barthes'claim that the signs addressed in the advertising texts shall be manifest and intensively functional.

And, the defects and shortage of this study have been attributed to the semiotic analysis' short history and complicate theories in the advertising semiotic itself