Semiotic Analysis on TV Fashion, Advertising Target on the New Generation

Lee Soo-jin

Department of Advertising

The Graduate School of Kyung-hee University

(Supervised by Professor Kim Sang-hoon)

Market competitive structures in modern society are gradually keen and consumer's desires are also diverse. These aspects are more prominent in the fashion market. Recently, clothing habits pattern changes remarkably and interests on fashion more and more diversify. The groups which have these distinct inclination are the new generation.

TV fashion advertising target on the new generation must differ greatly from other advertising in order to agree with the desire and trait of the new generation that thinks fashion as the first 'method of expressing their individuality.

This study concerns about the significant ideology of the new generation in the structure of women's TV fashion advertising text by the symbolic analysis and will provide valuable aid for the successful strategy-making and expressive method creating about the fashion advertising focus on the new generation. The results of this study analyzed that is divided by the shot, the standard unit of the advertising text, and is based on the abstracted symbol are as follow; First, owing to the TV fashion advertising target on the new generation is focused on the new generation, there are similar codes favored by the new generation in the advertising text and similar meanings derived from the symbols. However, each advertising text delievers distinctive image discriminated from other brands' image through the several meaningful frictions.

Second, the TV fashion advertising target on the new generation stimulates the desire through the indirect promise according to the reciprocal meaningful functions of each symbols or reflect the mentality. In the end, it also implies their own ideology- breakdown of the community discipline, destruction of the fixed idea, indivisualism, preference criterion, heterogeneity-oriented sense of value, Epicureanism - formed inbetween the new generalion.

Third, the TV fashion advertising target on the new generation correspond with features of the new generation that the preference of Western culture and its active reception through the casting of foreign medels or locating in foreign countries.

Forth, the TV fashion advertising uses not a rational method but a sensitive method because the new generation has sensitive inclination. In other words, it accomplishes its purpose by the delivery of images.

Fifth, ultimately, each advertising are apt to fail to arouse purchase action because of not discriminating the distinctive features of each good but giving undue value to deliver the image and interest