지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술대회자료
- 저자정보
- 발행연도
- 2013.12
- 수록면
- 280 - 283 (4page)
이용수
초록· 키워드
오류제보하기
Cheong includes implied meaning as compassionate, emotional appeal and a mental fellowship represented in the relationship of Koreans is expressed in advertisements in various types of definitions. In the Korean society putting an emphasis on groups and gatherings, Cheong is utilized in media as an appeal for checking a sense of fellowship and oneness. The changes of the types of Cheong appeal represented through the analysis of meaning of advertisement of Cheong campaigns from 1989 to 2012 show that the types of appeal have been expanded and mixed from personal relationship to social, group and universal relationship.
It can be found that the type of Cheong appeal shown from the initial campaigns to the recent campaigns in 2012 has been changed from a compassionate, internal and passive type to a proactive and positive type and the traditional and internal image has been changed into positive and understanding-oriented type focusing communication in which the change of values and social images of our society are reflected. It can be found that the changes of the type of Cheong appeal as an emotional appeal of Koreans are represented through the reflection of the flow and meaning of Koreans’ values and social images in the appeal of internal image and they are produced and consumed by media through the positive acceptance of the changes of our society as Korean-style emotional appeal.
It can be found that the type of Cheong appeal shown from the initial campaigns to the recent campaigns in 2012 has been changed from a compassionate, internal and passive type to a proactive and positive type and the traditional and internal image has been changed into positive and understanding-oriented type focusing communication in which the change of values and social images of our society are reflected. It can be found that the changes of the type of Cheong appeal as an emotional appeal of Koreans are represented through the reflection of the flow and meaning of Koreans’ values and social images in the appeal of internal image and they are produced and consumed by media through the positive acceptance of the changes of our society as Korean-style emotional appeal.
목차
Abstract
1 서론
2 정 소구의 개념과 변화
3 연구 문제 및 방법
4 정 캠페인 흐름 분석
5 결론
References
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