DOI QR코드

DOI QR Code

The comparative Analysis between Direct Sex Appeal Advertisements and Metaphorical Sex Appeal Advertisements

직접적 섹스어필광고와 은유적 섹스어필광고의 비교분석 -언더웨어 브랜드를 중심으로

  • 박영원 (홍익대학교 조형대학 커뮤니케이션디자인전공) ;
  • 노현지 (홍익대학교 대학원 커뮤니케이션디자인전공)
  • Received : 2013.11.18
  • Accepted : 2013.01.10
  • Published : 2014.01.28

Abstract

This study has tried the comparative analysis by classifying the underwear brand advertisement into direct sex appeal advertisement and metaphorical sex appeal advertisement. The effectiveness of advertisement expression has been studied by the comparative analysis for the advertisement attitude, the brand attitude, the purchasing intention based on the gender and the difference between design major and the others. As the study result, the conclusion, that the direct sex appeal advertisement on the characteristic of underwear brand has high effect on women, has been drawn. Also, it could be recognizable that men have high preference for the advertisement attitude, the brand attitude and the purchasing intention for the metaphorical sex appeal advertisement. Consequentially, the point that the effect on women can be maximized when the sex appeal expression is in harmony with the image of goods may be identified in case of the direct sex appeal advertisement in the underwear advertisement; it could be recognizable that men expressed their interests for metaphorical sex appeal expressions in underwear brand advertisements.

Keywords

Sex Appeal;Visual Metaphor;Humor

Acknowledgement

Supported by : 홍익대학교

References

  1. 이화자, "금기 사라진 자리, 다양성이 채운다", 한국방송광고공사, pp.44-45, 2001.
  2. 이윤석, 웃음의 과학, 사이언스북스, 2011.
  3. 이민우, 광고의 이해, 서울 대경, 1999.
  4. 이연식, 아트파탈, 휴먼아트, 2011.
  5. 기호학연대, 기호학으로 세상읽기, 소명출판, 2002.
  6. 김홍탁, 광고, 리비도를 만나다, 동아일보사, 2003.
  7. 기욤에르네, 파리를 떠난 마카롱, 리더스북, 2010.
  8. 이화자, 일상의 욕망과 금기, 광고로 읽다, 커뮤니케이션북스, 2007.
  9. 박영원, 디자인 유머, 안그라픽스, 2013.
  10. 오용득, 섹슈얼리티의 철학, 이담북스, 2011.
  11. 이상미, 고관여도 제품광고디자인에서 유머소구에 관한 연구, 국민대학교 테크노디자인전문대학원 시각디자인 석사학위논문, 2009.