광고표현의 차이-포지셔닝에 따른 한. 미간 비교- = The 'Difference' of Advertisement Expression -A Comparative of U. S. and Korea on 'Positioning'-

다국어 초록 (Multilingual Abstract)

Recently, there increases the number of consumers who release their motivation of shopping commodity lies on the image of advertisement expression rather than the need of commodity itself. Accordingly, advertisement creators place a greater weight on differentiation strategy of advertisement expression. Now it is very difficult to find out differentiation at the ‘unique selling point (usp)’ of products among the various advertisement expression strategies. On the contrary, expression strategy is explored out of brand images for differentiation of products. Among them, the cases that difference over the formal symbolism is introduced to the brand image strategy are on an upward trend. Especially, international communication supported by various advanced media does not save their efforts yet in understanding the cultural formal characteristics of each country. It is to find out a differentiated logic of advertisement expression by preparing in-depth formal system on the cultural characteristics. Therefore, the formal symbolism of advertisement expression plays a role in representing a local culture and emerges as a very significant media in visually positioning the product image to customers.
※ This study is designed to find a visual positioning through differences between the advertisement expressions in Korea and those in the U.S.. which is prominent among various international studies on advertisement. For this purpose, the study reanalyzed consumers' original perspectives through Gilles Deleuze's phenomenal perception on difference and Peirce's Three-part-theory and it identified a meaning structure of the visual positioning through a symbol quadrilateral. Furthermore, in order to avoid an arbitrary of phenomenal perception and semantic approach to the most extent, statistics was used through empirical research. As a result, advertisement expression in Korea shows a visual positioning with more of ‘point' and ’line’ which give a stable feeling while that in the U.S. has it with more of ‘surface' and ’space'.

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