TV 광고에 나타난 그래피티 표현의 의미작용 연구 - 삼성증권 'create with you'편을 중심으로 -

This study aims to analysis the meanings of graffiti on TV advertising which has been part of the minority and non-mainstream culture. This is a study on the generation and interpretation processes of intended symbols and the configuration logics of reproduction expressed from the combination of the visual effects of graffiti, a type of communication media and advertising with the implication of objectives as persuasive communication. This study is significant in that there has been little discussion on graffiti that has established as part of popular culture as opposed existing illustrations previously dealt with many times in visual communications and this is an area with lots of potential for growth. In other countries, graffiti artists are regarded as artists and expand their horizons, not only as working for simple illustrations in their artistic understanding activities. Graffiti has also become a communication design penetrating daily lives in various ways into the streets, advertising, TV, and fashion. This study intends to look at the meaning of graffiti as a methodology of producing expre -ssions in TV advertising. In conclusion, this advertisement is shown in three steps of meaning structure system such as the sur -face meaning structure of 'enjoyment/agony', the deep meaning structure of 'newness/glut', and the discourse structure of 'effort/comfortable life'. I was to know in which meaning the Graffiti was expressed in the ads as persuasion mechanism, and the result of semiotic analysis of this Samsung Securities Ads was that it was presented as creative image representation not only content with the reality being advanced and new, which was the delivery method that was convinced and understood enough even by observers.