| Abstract |
| Seeing the corporate symbol mark as the general signification, the purpose of this study is to make a systematic and theoretical approach to the corporate symbol mark by analyzing, in semiotic terms, the signification that the symbol marks of 3 domestic broadcasting companies bring about .
The significance that the corporate symbol mark presents is not fixed beforehand, but `generated` by the receiver`s linguistic or other than linguistic ability. Therefore in signification, the speaker and the receiver may be identical or different. Perceiving that, this study takes the viewpoint. this study examined the structure of form plan and content plan of the symbol marks of 3 domestic broadcasting companies with the Greimas` model, materialized it in the sign-symbol generative and set up the positioning of different cultural value that each structure of the symbol marks of 3 domestic broadcasting companies. Furthermore, this study pointed out the limits of Floch sign rectangle that is adopted as a semiotic trial of signification and presented Peirce`s reference, possible world, as an alternative to complement the generative aspect of sign with the interpretational aspect. The possible world is a methodology of an aspect that enables the fictional world by approaching the reality through receiver`s interpretation. First of all, this research built up the form plan and the content plan of each symbol mark of 3 broadcasting companies by adopting Greimas` model of significance generation structure and set up the general positioning of them. It was found out to be too much simplified and inclusive. This, however, is merely a potential conclusion. A new approach to those symbol marks of broadcasting companies was taken with Peirce`s 3 terms model and case grammar and it was possible to establish more diverse models of receiver`s interpretation. In conclusion, it was found out that 2 rather than 1 approaches are more useful for problem solving in analyzing symbol marks. |
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| Key Words |
| 의미작용 기업 심볼마크 가능세계 생성구조, Signification, Corporate symbol mark Possible World, generative trajectory |
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