TV광고 속의 발레리나가 갖는 기호적 함의에 관한 연구 - 롯데백화점 강수진편을 중심으로- (A Study on the Symbolic Implication of a Ballerina in TV Advertisements - Centering on the part of Kang, Su-Jin for Lotte Department Store -)

서지정보

· 발행기관 : 한국무용예술학회
· 수록지 정보 : 무용예술학연구 / 27권 / 27호 / 53 ~ 71페이지
· 저자명 : 김주희

초록

Centering on the parts of advertisements,「 Premium Life」,「 Autumn Premium
Sale」, 「Lotte Department Store Merchandise Coupon」and 「Spring Premium Sale」
where ballerina Kang, Su-Jin appeared, this paper tried to review how the image of
ballerinas is described and the symbolic meaning contained in the advertisements in
terms of culture theory. The result indicated that in the TV advertisements, ballets
which are body movements like habitus obtained through education and training for a
long time are actively accepted and the image of the brand is set to be at the same
position. Also, the life shown by Kang, Su-Jin in the virtual space is compared to the
daily lives of general public in reality thereby stimulating the emotion of general
public, i.e., encouraging the desire for identification and thus enhancing the image of
the department. This implies the capitalistic, class oriented attributes possessed by
Lotte Department Store and expresses ballets with some key words including high
dignity, differentiation, satisfaction and euphoria thereby making ballet to be
perceived as a high grade culture.

영어초록

Centering on the parts of advertisements,「 Premium Life」,「 Autumn Premium
Sale」, 「Lotte Department Store Merchandise Coupon」and 「Spring Premium Sale」
where ballerina Kang, Su-Jin appeared, this paper tried to review how the image of
ballerinas is described and the symbolic meaning contained in the advertisements in
terms of culture theory. The result indicated that in the TV advertisements, ballets
which are body movements like habitus obtained through education and training for a
long time are actively accepted and the image of the brand is set to be at the same
position. Also, the life shown by Kang, Su-Jin in the virtual space is compared to the
daily lives of general public in reality thereby stimulating the emotion of general
public, i.e., encouraging the desire for identification and thus enhancing the image of
the department. This implies the capitalistic, class oriented attributes possessed by
Lotte Department Store and expresses ballets with some key words including high
dignity, differentiation, satisfaction and euphoria thereby making ballet to be
perceived as a high grade culture.

참고자료

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