ABSTRACT
A Study of Semiological analysis of Advertisement copy
Heo, Jong Won
Major in Korean Language
Graduate School of Sungs hin Women's University
In this study, this thesis tried to examine how the culture phenomenon or ideology of our society is being reflected to language closely through advertisement language by Semiological Approach
Semiological Approach can be referred to as the methodology to be useful for analyzing how the cultural value or rule ideology of our society is being reflected to language through advertisement language by regarding advertisement as the symbol system to take place of one thing and analyzing even the implications of text whole as well as the indictional meaning in the advertisement.
The commodity treated by processing nature fails to have any meaning it itself. But, if commodity is expressed in advertisement, it becomes the meaningful thing to have socioc-cultural attribute for the first time. As for the commodity in modern society, symbolic feature is being taken serious view of than specific material attribute.
The consumption of today may be referred to as the exchange of meaning to be composed of marks and symbols which is not the exchange of material commodity, consumption doesn't stop at the economic action to buy commodity but it is grasped as the cultural action to accept mark.
In examining the implication of analyzed advertisements closely, the ideology taking root in our society plays the important role and it has influ ence on the meaning action of advertisement mark.
That is, though advertisement clarifies the intention of commodity selling, it is influenced by the ideology being concealed in our society.
It can be said that the advertisement analyzed in this manuscript stopped at reflecting the existing ideology than creating new deology yet. And, the data of this manuscript has much limit, as they apply to only linguistic mark but they failed to handle advertisement drewing or picture and commodity name etc. which are constituting advertisement text.
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