광고와 신기술 = 텔레비전 광고가 구성하는 스마트폰의 의미

다국어 초록 (Multilingual Abstract)

This study examined how television commercials construct the meanings of smartphones with emphasis on the visual and linguistic elements, advertising themes and models. The study analyzed 85 commercials from January 2009 to January 2011. Analysis of visual images demonstrate that smartphones are portrayed as the outcome of efforts and competition that aim to overcome the limitations of human beings; technology that reached the zenith of human capacity; desirable when consumed together with other IT devices like tablet PCs or laptops. What is marginalized in this kind of representation is the autonomy of the users that is supposed to be enhanced by the device.
Major themes of the smartphone advertising is “upgrading one's lifestyl and stronger control of everyday life.” Bothe the themes are embedded with the idea of progress and renovation. More important is upgrading and control are possible within the boundary of already defined functions of the smartphone. This means that renovative potential of the device, which regarded as what is smart about the smartphones.
Analysis also revealed that there exist gender difference between male and female models who appear in the advertising. Women are portrayed more as cute and immature girls while man are predominantly depicted as successful professionals. This can possibly create the stereotypical image that men belong to the public sphere while women are related more to the world of fun, party, and surrealistic imagination.

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