자동차 TV광고에서 나타난 영상기호의 섹슈열리티 양상 고찰

다국어 초록 (Multilingual Abstract)

This thesis is aimed to study the signification of sexuality shown on TV motor commercials from the viewpoint of image-semiotics. The concept of sexuality in commercial and theory of image-signal were explained and the structure of sexuality expression indicated by Annette Kuhn was analyzed in this study.
This study was conducted with 188 pieces of domestic TV commercials, among which 45 pieces were selected as the commercials that had the sexuality structure indicated by Annette Kuhn to be analyzed. The analysis result was presented in systemic way. In addition, I studied also the motor culture that had unique historic background, based on which I analyzed the relation between the sexuality image-signal and motor design from the view point of image-semiotics.
This analysis result of the sexuality image-signal of TV commercials has the meanings as follow: Firstly, the analysis result of the sexuality image-signal could embody the sexualily of TV commercials objeclively by structuring and analyzing it through the study of Annette Kuhn who explained it based on image-semiotics although it was much likely to be seen subjectively as the sexual expression was accounting for bigger and bigger ratio in TV commercials in order to catch Ihe eyes of audiences. Secondly, the analysis result of the sexuality image-signal would suggest a concrete direction from the process of motor design planning of the process of motor concept setting by grasping the change of social idea on the sexuality through image-signal analysis and researching the relation between motor commercial and motor design. For, the motor is not only deeply related with the sexuality in history but also it has changed in various ways along with the cultural changes in its design attributes and values. Finally, the analysis result of the sexuality image-signal would give an actual help not only to the TV commercial production process but also to the other image production processes that are intended to express the sexuality.

목차 (Table of Contents)

• 1. 서론 1
• 2. 이론적 배경 2
• 2-1. 성적 관점의 비평 : 페미니즘 2
• 2-2. 아네트 쿤의 기호학적 섹슈얼리티 영상구조 2
• 2-2-1. 관음적 쾌락의 섹슈얼리티 부여 2
• 2-2-2. 파편화된 몸의 섹슈얼리티 부여 3
• 2-2-3. 호명적 섹슈얼리티 부여 3
• 2-2-4. 동일시적 섹슈얼리티 부여 3
• 3. 자동차 TV광고의 섹슈얼리티 표현 분석 및 결과 3
• 3-1. 섹슈얼리티 영상기호와 자동차 3
• 3-2. ‘아네트 쿤’ 의 섹슈얼리티 영상구조 가치 부여 3
• 3-2-1. 관음적 쾌락의 섹슈얼리티 3
• 3-2-2. 파편화된 몸의 섹슈얼리티 4
• 3-2-3. 호명적 섹슈얼리티 4
• 3-2-4. 동일시적 섹슈얼리티 4
• 3-3. 자동차 광고에서 나타난 섹슈얼리티 표현 구조와 유형 4
• 3-3-1. 섹슈얼리티 표현의 시각 이미지 4
• 3-3-2. 섹슈얼리티 영상 구조 5
• 3-3-3. 소비가치 부여 5
• 4. 결론 6