시각적 환유광고 표현의 효과 연구

Abstract

Advertising today goes beyond simply just marketing. For example, commercial sales promotion expresses a unique way of life representing society and the importance values in the appearance of life in "the moment". When culture is viewed as a collective form of life, ads can represent an expression of the culture. Ads play a role in the representation of civilization, similar to a cultural phenomenon as well as serving as tools for product sales promotion. Ads can be seen as collective role which reflects one's own desires and dreams of life, both social and institutional values. Initially, advertising was a way to directly deliver information related to the product using a verbal rather than visual message. However, current advertising is mainly a visual presentation of a persuasive messages expression. In the past, use of images in advertising were mostly decorative or played the role of stimulating the audience's gaze, but modern advertising takes this step further and increased the importance of capturing the audience and the influencing their decisions. The importance of visual messages has become even more important with verbal messages, rather than auxiliary dimension for the verbal message. Persuasive rhetoric representations have emerged from advertising with semantic structure of these visual messages. Persuasive rhetoric expression, a metonymy, especially with a metaphor is mostly being used in advertising. Over the past few decades, studies conducted in the usage of the "figure of speech" show a strong bias in metaphor. Studies have shown conflicting results since most cognitive linguists state that metonymy is more basic and conceptually it is clearer than a metaphor. Present studies about the advertising of typical rhetorical communication primarily focus on verbal messages, so this study extends further into visual rhetoric. The study analyzed the audiences' responses through visual metonymy, a way to differentiate and draw consumers' attention. The results of the study proposed different types of classifications that helped to systematically group the type of visual metonymy ads based on the cognitive concepts of metonymy and the analysis of consumers' responses in terms of understanding visual metonymy advertising, audience appeal, and creativity. Among numerous creative advertising elements, a way to maximize the persuasion of consumers is to analyze the structure of creative visual metonymy and how it can better help the advertiser develop and effectively communicate their message through advertising. In addition, both case analysis of the type of metonymy advertised and the analysis of the audiences' response through demographic factors should also be considered as important factors during pre-advertising production.