| Abstract |
| When advertising can be defined as persuasive activity, It is clear that the employment of symbolization is useful means for persuasion. Symbolization is the one of important means for understanding consumers` intentions as well.
However, the complicatedness of utilizing and analysis of symbolization makes its imperative application to the advertising intricate. This study aims at the understanding the importance, manners of use and further possibilities of symbolizations by investigating the purpose, phrase and adequateness of advertising. Specifically, this study is examining the broad-spectrum arguments for symbolization firstly and then the routine of symbolization in advertising secondly.
Symbolization has been shifting and building up with mankind`s history as a means of communication that only human being retains. Though, due to its abstractness, the translation can be very delicate value-based and vague, it still takes the positive role as it helps people develop environmental awareness and ability to considerate. Thus, symbolization can even be the basic element of communication and comprise the translation, formation and creation of human culture. The arguments for advertising and symbolization have mainly been in the boundary of semiotics until now. The semiotic process in semiotics deals not only with symbolic elements in advertising but also visual and verbal meanings. The process that symbolic elements are being made by advertising is the same as communication process in general, In that a person`s experience, culture and tradition become meaningful and translated into different meanings. While the symbolic elements are acquainted through long journey of cultures and social traditions, the meaning exchanges beneath of surface expressions are very vital communication activity.
Thus, the insight research for the proper interpretation and utilization is apposite to contribute to the area of advertising design. |
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| Key Words |
| 상징, 기호, 기표, 해석, Symbol, Sign, significant, Analysis |
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