| Abstract |
| Semiotics has been applied to painting or analyzing advertisement, however it has rarely been applied to symbol marks. The purpose of this study is to approach the symbol marks of companies with a semiotic structure, rather than the pure aesthetic aspect to determine the meaning function phenomenon and furthermore, to determine whether or not it can function in the possible world. With this study, it may be possible to change the relationship between symbol marks and messages to form and meaning to study the scientifically approved semiotics. The relationship between form and meaning is the process of generating a meaning for the symbol mark. If the symbol mark contains a meaning, then, it becomes a text which can be recognized along the two axles of system (paradigm) and process (stigmata). When a phenomenon is analyzed, it can be observed from the perspectives of system and process. On the one hand, the symbol mark as a text identifies the expression of a company, and on the other hand； it also presents the company`s mission. This shows that the expression of a company which is the form and the company goal (values) which is the meaning don`t have an arbitrary relationship but a flexible relationship called the mark-symbol relationship. In the result of analyzing the Samsung and SK symbol marks in the generated meaning structure model, the relationship between the form and meaning of the symbol marks of the two companies are not arbitrary but maintain a mark-symbol relationship. The value structures such as innovation/development and trustworthiness/tradition that are provided by the two symbol marks have the symbolic structure of discontinuity and continuity through the mark-symbol relationship, moreover, the discontinuity and continuity belong to the expression scope such as color, shape and location which proves that the possible worlds of the Samsung and SK symbol marks are consistent with the visual factors that are in the expression dimension. This means that, even though the same message is expressed in both the Samsung and SK symbol marks, there are many different possible interpretations for the final image, which operates a different story program and shows the consumers a different strategy in the discussion structure. |
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| Key Words |
| The Generative Trajectory, symbol-mark, semio-symbol structure |
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