@article{ART001514209},
author={Soongbeum Ahn},
title={Criticism of Inherent Ideology in the Storytelling of Car TV Commercials - Focusing on Grandeur's TV Commercial in 2008~2010 -},
journal={Cross-Cultural Studies},
issn={1598-0685},
year={2010},
volume={21},
pages={113-138},
doi={10.21049/ccs.2010.21..113}
TY - JOUR
AU - Soongbeum Ahn
TI - Criticism of Inherent Ideology in the Storytelling of Car TV Commercials - Focusing on Grandeur's TV Commercial in 2008~2010 -
JO - Cross-Cultural Studies
PY - 2010
VL - 21
IS - null
PB - Center for Cross Culture Studies
SP - 113
EP - 138
SN - 1598-0685
AB - This writing verifies ideology producing unethical stratification or discrimination targeting on Grandeur's TV commercial after 2008. And attempts to point out the utopia desired by those commercials reproduces distorted ideology at Korean society. To achieve this, the analysis model was postulated utilizing narratology and semiotics system in application of methodology.
The result of discussion, is that the 2008 'Grandeur New Luxury’ commercial can have utilized the inflected patriotism and sexual fantasies as the core strategy of storytelling. The fact trebly othering women's body from the point of view of gender ethics can be pointed out as the biggest problem in this commercial. 2009 'Grandeur New Luxury' frankly stimulates costumer's desire of stratum rise and possessiveness, circulating the logic 'owning a vehicle' is a proof of their existence. Also considering the meaning woman narration takes up in corresponding commercial, criticism utilizing feminine signifier as a tool to reinforce male success legend was available. Finally 2010 'The Luxury Grandeur' commercial was able to make a judgement using the mechanism of present consumption culture cleverly which Baudrilliard and Althusser has critically recognized. Because commercial images precisely utilizes the mistake called the 'phantasme-méconnaissance' or the 'reconnaissance-méconnaissance' that consumers easily make.
Reminding TV commercials exerts control power against unspecified many sitting in front of the TV, continuous studies with same interest are needed in the future. This writing will be able to have a meaning as attempting narratological methodology for analyzing the storytelling of car TV commercials. But systemizing the criticism about the commercial as a single narrative with going through theoretical supplementation is being respected in the future.
KW - Grandeur;ideology;narratology;semiotics;gender;othering;phantasme;reconnaissance;méconnaissance
DO - 10.21049/ccs.2010.21..113
ER -
Soongbeum Ahn. (2010). Criticism of Inherent Ideology in the Storytelling of Car TV Commercials - Focusing on Grandeur's TV Commercial in 2008~2010 -. Cross-Cultural Studies, 21, 113-138.
Soongbeum Ahn. 2010, "Criticism of Inherent Ideology in the Storytelling of Car TV Commercials - Focusing on Grandeur's TV Commercial in 2008~2010 -", Cross-Cultural Studies, vol.21, pp.113-138. Available from: doi:10.21049/ccs.2010.21..113
Soongbeum Ahn "Criticism of Inherent Ideology in the Storytelling of Car TV Commercials - Focusing on Grandeur's TV Commercial in 2008~2010 -" Cross-Cultural Studies 21 pp.113-138 (2010) : 113.
Soongbeum Ahn. Criticism of Inherent Ideology in the Storytelling of Car TV Commercials - Focusing on Grandeur's TV Commercial in 2008~2010 -. 2010; 21 113-138. Available from: doi:10.21049/ccs.2010.21..113
Soongbeum Ahn. "Criticism of Inherent Ideology in the Storytelling of Car TV Commercials - Focusing on Grandeur's TV Commercial in 2008~2010 -" Cross-Cultural Studies 21(2010) : 113-138.doi: 10.21049/ccs.2010.21..113
Soongbeum Ahn. Criticism of Inherent Ideology in the Storytelling of Car TV Commercials - Focusing on Grandeur's TV Commercial in 2008~2010 -. Cross-Cultural Studies, 21, 113-138. doi: 10.21049/ccs.2010.21..113
Soongbeum Ahn. Criticism of Inherent Ideology in the Storytelling of Car TV Commercials - Focusing on Grandeur's TV Commercial in 2008~2010 -. Cross-Cultural Studies. 2010; 21 113-138. doi: 10.21049/ccs.2010.21..113
Soongbeum Ahn. Criticism of Inherent Ideology in the Storytelling of Car TV Commercials - Focusing on Grandeur's TV Commercial in 2008~2010 -. 2010; 21 113-138. Available from: doi:10.21049/ccs.2010.21..113
Soongbeum Ahn. "Criticism of Inherent Ideology in the Storytelling of Car TV Commercials - Focusing on Grandeur's TV Commercial in 2008~2010 -" Cross-Cultural Studies 21(2010) : 113-138.doi: 10.21049/ccs.2010.21..113
