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Cultural Projection and Popularity of Coffee Advertising - Based on the first ads of the Millennium -

  • Journal of Communication Design
  • Abbr : JCD
  • 2019, 68(), pp.252-263
  • DOI : 10.25111/jcd.2019.68.20
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : June 4, 2019
  • Accepted : July 27, 2019
  • Published : July 31, 2019

Jangsun Hong 1

1건국대학교

Accredited

ABSTRACT

This study was developed in the early 2000s during the millennium, through a metaphysical analysis of how coffee culture in Korean society had expanded through about three years of coffee advertising, and how the advertisement message as a means to establish itself as a culture played a role. Coffee culture became a form of Korean pop culture as it entered the 2000s, which in turn expressed a particular meaning based on various symbolic images and individual schemas through mass media. Thus, the study was conducted on which images and text in coffee ads symbolically reveal the subjectivity of cultural codes, or on which topics are projecting coffee culture within Korean pop culture. The symbolic factor reflected in culture allows consumers living in modern times to find their identity, enabling them to have their own unique cultural flavor that differs from their modernity. The cultural characteristics of the newly formed society not only play a big role in finding the forms of consumer culture and habit culture, but also accompanied by the resolution of the cultural yearning that people have in common. So the meaning of each new cultural mechanism is to act in the form of identifying our present lives. The metaphysics used in this study is like the key to rationally analyze what the symbolic products are, which cultural codes work as a mechanism, and what the various mechanisms consist of. This research through metaphysics was about finding our identity in a unique way, from the former Iconography to the Iconology stage.

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