영문초록
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A Study on the Relationship between Mass
Culture and Advertising Expression
-with a reference to the relationship between television AD
on the cellular phone and fashion of youth
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Advertising is the most important component in the mass culture.
Especially, ADs on TV has much influence on the mass culture. In
this respect, this article focuses on the relationship between mass
culture and the ADs on TV. To study there lationship, this article
focuses on the relationship between the cellular phone ADs on TV
and fashion of youth.
Twosteps, which analyze the relationship, are used in this article
; Fist step is a content analys is which in cludes an analysis on
the expression component of TV AD. There are copy, audio, visual
component in the expression component of TV AD. We could know the
overall trend of expression on the fashion of youth on TV ADs. Second
step is case study. We could know the way which to besued to express
the fashion of youth on TV cellular phone ADs in the content study,
but couldn't know in-depth and practical way. Therefore case study
is used to do the in-depth analysis. And subjects in this study
are the ADs on TV in 2000, which deals with cellular phone.
The result of the two analysis are as follows.
1. content analysis.
First, image-oriented copies are mostly used in copy component.
Second, music is used many times but audio isn't.
Third, Celebrity youth models played the important role in the
most ADs.
Fourth, Story items of cellular ADs on TV is focused on the daily
life of youth(for example, date of young couple, dialogue of young
peoples, etc)
Therefore, we could know the way which has some characteristics
in TV ADs expression on trend of youth. Cellular phone ADs on TV
mostly focused on the star system, daily life style of youth, difference
with adult generation, individuality, identity of youth. Especially,
copies are used in the way which express the identity of youth.
For example, 'I', 'You', 'I am 18 years old'. 'When ever I dream,
'I meet you'., 'get the world', 'Love can move'
2. case study.
We can divide the ADs in to the three category;icon ADs, index
ADs, symbol ADs. And there are three sub-categories in each case
; drama ADs, simple story ADs, information ADs.
First, icon ADs are used in the way which focuses on cloth style,
chatting, on-line shopping of youth in the dramatic story structure
ADs, simple story ADs. These are illuminated in the visual expression.
But these aren't used in the information ADs because of its information-oriented
characteristics.
Second, we could know some characteristics of the way on the index
ADs. In this type ADs, dramatic story ADs, simple story ADs, information
ADs are all used to express the consciousness of youth. Especially,
their independent and subjective identity are expressed in the index
ADs. These are mostly expressed in the copies.
Finally, symbol ADs are used in the way which express image more
than information and function. But these type ADs could influence
on youth because young peoples have visual-oriented, sensual mind.
Therefore, we could have some suggestions to make more influential
ADs, which are focused on the fashion of youth, on the bases of
these result.
First, We should use efficiently visual components and copy components
to express AD message, especially about the fashion of youth.
Second, There are much individual-oriented expressions in TV ADs
on the cellular phone. This suggests that we could get more desired
result in case of using the component, but the AD should have different
characteristics with may other ADs.
Third, we should know that side effect may be result from the image-oriented
ADs.
Fourth, Ads(cellular phone Ads in 2000)could make a fashion in
some areas, especially cloths, accessory, language, music. But in
the most case, Adsare influenced by the fashion of youth.
Finally, we need to use various approach to the daily life to express
the characteristics of goods.
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