광고디자인 이미지에 나타난 섹스어필 유형에 관한 연구

The sex appeal should be one of the most effective advertising appeals in these days. Due to the change of the media, consumers' attitude, the moral sense, new advertising creative must be needed to differentiate messages. This thesis aims at categorizing the various types of sex appeal in advertising design images. I made analysis tables of sex appeal types for designers based on expressions of advertising design images, purposes and the adequacy of usage of sex appeals for the advertising. To make the analysis table of sex appeal expressions, I refer to Cohen's empirical theory, in which sex appeals are studied into 3 areas, such as ①double meaning, ②sexual attractiveness, ③nudity. And I submitted the analysis table of purposes and adequacy of usage of sex appeals for reference to the study of D. Richimond & T. P. Hartman, Sex appeals are categorized into ①functional, ②gender oriented, ③inappropriate sex appeals according to the adequacy of usage of sex appeals for the advertising. And I made categorization of ④descriptive, ⑤fantastic, and ⑥symbolic sex appeals according to purposes of sex appeal expressions. Also I categorize sex appeals with 5 types of rhetoric figures, which is ①metaphor, ②analogy, ③catachresis, ④metonymy and ⑤synecdoche. And I introduce the Interpretant Matrix based on C. S. Peirce' 3 Types of Signs(icon, index, symbol). In this matrix, a particular advertising design image can be analyzed by semiotic approach. (the Semantic Differential Method and Varimax Method are used to get adjectives related to the design images) I believe that this study provide basic methods which is about defining the process of constructing and coding the advertising images as well as analyzing and decoding advertising expressions. And it's my hope that this thesis about the types of sex appeals will serve as the basic theory for the empirical research about advertising expressions containing images of sex appeals.