A STUDY ON SYMBOLIC MEANING ANALYSIS METHOD OF VISUAL SIGN IN THE ADVERTISING MESSAGE

KANG, HEA-SEUNG, Mojor in Advertising Design, Department of Industrial Design, Hong-Ik Grate School of Industrial Arts.

In modern society, we are too closely related with the advertising to live without, The advertising treats attitude, motive, dreams, desire, value, and so on. It offers symbolic meaning with undergoing a process of signification, which gives meaning to languages or images.

That is to say, though the advertising transfers articles at firsthand, interchanging has the meaning symbolically. Since, man-doings and all sides of desires are material, symbolic. Therefore understanding of consumption tures a right cognition to advertising in capitalist society into a possibility. For, we can understand articles - objects of interchang - as a kind of symbol in the course of consumption, and we can transfer it by advertising it over a wide range.

Accordingly, in this dissertation I intended to analyze symbolic meaning of the advertising with scientific method of semiology.

The reason why I analysed it with this method is that we will understand just superficial meaning of the ad. messages if we analyse it with the existing methods. So, I set up the frame of meaning-structure to generalize and to objectify the symbolic meanings.

I wish that this dissetation helps to analyze symbolic meaning with visual sign in the Ad. message and to make this analysis scientific and resonable.