ABSTRACT
A Semiotic Analysis on Narratives of
the Advertisement Images
This century is predicted to be an age of image-media. The image-media
will diversified and its technology also will be remarkably developed,
which brings about a consequent result that the advertisement images
will not only get more diversified in the form but also imply multi-meanings.
This study tried to examine the formative side of advertisement's
image symbols.
First al all, this study analyzed the narratives that lead the
tales inside advertisement images in order to closely examine the
image symbols immanent in advertisements. For this aim, real advertisements'
images are analyzed; 3 advertisement pieces of Maxim and 3 of SK-Telecom.
So the formative structure of the advertisements' narratives was
analyzed, and the expressive functions' operations of in the advertisement
images are examined in the structural side.
After the analysis, the narrative structures adopted in Maxim advertisements'
images included the following forms; Unidirectional narrative structure,
Bidirectional narrative structure, Non-transactional narrative structure,
Non-transactional reaction narrative structure, Setting narrative
structure, Means narrative structure, and Accompaniment narrative
structure. And the reason why the above structure are used in the
Maxim advertisement images is that the narrative structure of each
shot is focused on expressing each actor(participant) himself or
herself, the actions of each actor or each reactor, as well as its
products.
As for the analysis results of SK-Telecom's advertisements, the
narrative structure adopted in SK-Telecom advertisements' images
included the following forms; Unidirectional narrative structure,
Bidirectional narrative structure, Non-transactional narrative structure,
Non-transactional reaction narrative structure, Means narrative
structure, and Accompaniment narrative structure. And the reason
why the above structure are used in the SK-Telecom advertisement
images is that the narrative structure of each shot is focused on
expressing actors; what the actors do, where they are, and in what
environments and atmosphere they are. Particularly, the enterprise
advertisement images of SK-Telecom are focused not on products'
images but on actors, in other words, the main point lies in actor
himself, actors' actions, and other participants' reactions. As
a result, it is difficult to find out any images related with specific
products themselves. This is because the enterprises' advertisements
of SK-Telecom do not have any specific products, instead, the main
purpose of their advertisements is formation of the enterprise's
general images. On the basis of the above analysis, the advertisements
of Maxim and SK-Telecom were classified according to their narrative
structures and the expression ways; some expressions toward certain
actors are in the Unidirectional narrative structure, the expressions
about the relations between actors or objects are in the Bidirectional·Setting
narrative structure. The expressions toward actors' actions are
in Means·Non-transactional·Non-transactional narrative structure,
and the expressions toward environmental backgrounds are achieved
in companions' narrative structure. It was only at the phenomenal
level that the advertisement images and narratives that create tales
or plots are understood through the above methods, nevertheless,
it was possible to examine how the linguistic narrative phenomenal
stories are expressed inside the advertisement images.
In conclusion, it is expected that the frame for analysis of advertisement
images' narratives suggested in this thesis will help the advertisement-image-creators
to easily read and interpret diverse advertisement images and to
create more effective advertisement images as well as forms as they
actually want to create, using those various narrative structures.
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