ABSTRACT

It is said advertisement is like an uninvited guest that shows up on your door steps without your consent. Therefore, in order to grab consumers attention advertisement thru media have created various methods of advertisements and in return brought about some problems.

These days when consumers are overwhelmed with so many unwanted advertisements everyday, everybody is competing to catch consumers attention and be recognized by using sensational visuals. The competition in the advertisement market has mass produced diversity of modernism genre in movies, literatures and art influenced advertisement today. It is also these factors that parody genre appeared in advertisements.

The word 'parody' has suddenly became popular and its origin goes back to the roman period. The word is derived form the Greeks coumter song meaning 'paradia'. Today parody is widely diffused in existing masterpieces, movies, soap operas, and advertisements. However, definition of parody advertisements is not clearly defined and in this circumstances it is difficult to differentiate or distinguish between the parody advertisements and the copy advertisements.

Until now, socially accepted idea of parody commercials are more close to 'copy left' than 'copy right'. In fact, Korea tend to solve the problems associated with copyrights morally than legally. Therefore, consumers understanding of copyrights tend to be insignificant.

From many cases we know parody is on the close broder between imitation and plagiarism. Current analysis on parody advertisements done so far show that they are more like imitations that parody. Parody has the power to free repression. Not only that, it has advantage to install powerful stimulation on potential consumers mind. Recently produced parody advertisements tend to neglect original concepts which is the reason why it is exposed to plagiarism and morality issues.

Therefore, the first objective of this dissertation is to define accurate definition of parody through Linda Hutcheon's Theory of Parody. Secondly, to annalize copyright violations in foreign and domestic and to present standard of judgement. Also, through this dissertation, parody advertisement can be free from copyrights and plagiarism conflicts and appel to consumers that parody advertisement has the advantage of easy recognition and establish solid ground as an alternate method in the advertisement market.

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