| abstract |
| Background Advertisement is working as another meaning through the connection with surrounding society and culture on top of its own meaning. Therefore, instead of just pursuing fun and sensational elements of B-list, it also shows the insight based on the sociocultural meaning in the B-code of advertisement. It aims to understand the concrete roles of B-list in advertisement by analyzing the visual/linguistic image of B-advertisement.
Methods Among 19 advertisements registered in the Hall of Fame after continuously receiving empathy from consumers in the advertisement area sensitive to trend for last three years(2014-2016) in an advertisement portal site, TV CF, total seven advertisements containing the B-topic were selected as subjects. By reviewing the visual/linguistic elements shown in advertisement in the comparison with Pierce`s ternary relations based on preceding researches, it aims to examine changes in sociocultural meanings hidden in B-advertisement. Result The representamen gives a reversed pleasure by reversedly using the existing image of A-stars and objects after getting out of the typical B-patterns. The object arouses consumers` curiosity and interest by simply and interestingly expressing the product information through the use of homonym, marking without syllabic boundary, famous lines of films, and slangs. The bold imagination and absurd set-up in the interpretant thoroughly imply the image of each brand and product even when they look illogical.
Conclusion The young generations feeling tired/frustrated of led culture get a comfort and fun by viewing characters looking ridiculous. Also, the B-culture is used as a communication tool to form a social consensus by generations familiar with online and SNS. |
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| Key Words |
| B급, 기호학, 퍼스, B-list, semiotics, Charles Sanders Peirce |
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