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Vol.9, No.0, 23 ~ 36, 2004
Title
A Semiotic Approach To The Sex Appeal Advertisement In The Advertisement Communication Design
박일재 Il Jae Park , 송광철 Gwang Cheol Song
Abstract
The methodology of semiotics provides a basis for analysing the meaning action of the `sexual` image of this polysemous attribute, and, at the same time, enriches the analysis. Of course, there may exist a difference in the result of analysis according not only to an intervention of arbitrariness, which is an attractive feature as well as a limit of the semiotics, but also to an analyzer`s researching ability. However, the analysis of the `sexual` image in itself leaves a way open for a possibility of approaching the two concepts where an ambiguity of `sex` and `image` must exist. Besides, it affords a ground for analyzing the advertisement expression. It also provides a logical basis for producing a `sexual` image as a creative element which can guide the users at the interactive media to make an active interpretation. Furthermore, it provides a ground which coincides with the purpose of advertisement, and which is proper in the social and cultural context as well.
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