広告コミュニケーションの社会的プロセスにおける意味作用
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概要
- 論文の詳細を見る
Studies on the signification of advertising have been developing from the iconography of imagery of ads to the semiotic analysis of them. It has been clarified by researchers like J. Williamson that products presented in ads are given value by objects or persons that already have value for consumers. They claim that the "transference" of value or meaning in ads occurs at the level of connotation and that the process of this transference is kept within the unconsciousness of the receivers/consumers. These processes occur because advertisements more or less include what they call "myth". According to R. Barthes and E. Goffman, the decoding of myth in an advertisement is achieved "at a flash" and the myth is supported by the "objectivity" of the denotative level, i. e. signifiers such as photographs and illustrtations that are believed to have no codes. For that reason, myth, not as a fact but as a pre-decided value of the sender of the ads, is what Barthes called "the semantic artifice of connotation". In the modern capitalist market manufacturers try to differentiate their products through these processes, and consumers tend to differentiate themselves by possessing or using such products. Williamson claims that such products form "totemic groups" of consumers. According to her, people who try to differentiate themselves by using a product are discerned by the "totem" of the product in the society they belong to. Such people identify themselves with the product as rich, sophisticated, attractive characters such as ads present. In a consumer society Iike ours, advertisements create the self-images of consumers, that is, the "subjects" of consumers are represented by many signifiers that are presented by mass communication and market communication including advertising. The ideological result of advertising is the pretense that use of the advertised product will upgrade the consumer as "promised"; however, in reality, the consumer remains in his or her original social condition.
- 日本マス・コミュニケーション学会の論文
- 1988-04-30