| Abstract |
| In recent TV-CM community, various trends have been formed ranging from distinctive and peculiar commercials based upon contrary thinking to commercials stimulating Oriental emotions. Advertisements following these trends reflect the stream of the times in our society and generate lasting powerful impact on the mind of viewers with the use of differentiated forms and novel contents even if they pass by in next to no time. Contrary thinking, a catalyst for innovation, is expected to give rise to diversification in TV-CM and further the scope of ideas further.
The objective of this study is to explore the correlation between characters, episodes and messages by remapping TV-CM stories related to contrary thinking as actant model. scientific methodologies across several disciplines were applied to examine in which manner and by whom contrary TV-CM or the power of the episode is led through actant model.
Study objects are random sampling of five instances of TV-CM on contrary thinking which are recently on the air in 2010; and actant model of Greimas was used as analysis tool.
By adding an episode to an episode to a novel, a myth, a fairy tale, etc. and penetrating contrary thinking between them, a sender (advertisers or products) motivates a recipient (consumers or their relevant), turning `universal value` into` a new high value`.
It was found that advertising instances uncover hidden ideologies and contrary TV-CM seek to communicate skin value more explicitly than effective value of products. |
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| Key Words |
| TV 광고, 역발상, 행동자 모델, TV-CM, Contrary Thinking, Modele actantiel |
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