| Abstract |
| In this paper, the advertisement for car was selected as the object of research in that I researched on the method of interpretation in order to help the advertisement understood quickly and effectively. What meanings are hidden and what materials are utilized for, as the metaphoric method of representation, which is the strategy of representation, in the advertisements for car, were analyzed and these were put as a substitute in the ternary structure of Pierce among the theories of structure of Pierce, so that the easier and quicker and systematic understanding was intended. To analyze the advertisement for car in which various images and materials are represented through the mediator of metaphor, I intended to have an access to the representation which appeared in the advertisement through analyzing the series classified by types by referring to the related Web sites and books, and through understanding its trait of modeling. The following results could be analogized through the analysis of research. First, I could understand the relations of meanings which the advertisement and the metaphor have at a look by using the ternary structure, which is the sign structure of Pierce. Also, I could know that through this path, it was possible to be applied to the interpretation and the examination of the advertisement and the path for the conception of ideas. Second, the metaphor is one of the methods of representation which spread in our lives, and is based on the rhetoric. In addition, it acts on as an important factor as a means of representation for advertisements in the production of the advertisement which harmonizes with the current trend, and is used in various ways such as the language and the advertising. Third, I could know that the advertisement for car was the one which used various expressions while keeping the consistent strategy, through the analysis. Also, I could infer the result that the analysis of advertisements plays an important role in helping the production or the understanding of the advertisement. According to these results, I intend to suggest the directions about the fact that in the Korean advertisement in the future also, the consistent strategy and the appreciative eye to look ahead into a long period along with the utilization of various materials will be required. |
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| Key Words |
| Metaphor, Advertisement, theory of Pierce |
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