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Changes of ideologies in TV commercials

  • Korean Language & Literature
  • 2015, (95), pp.49-73
  • Publisher : Korean Language & Literature
  • Research Area : Humanities > Korean Language and Literature

Jang Kyung-hyun 1

1조선대학교

Accredited

ABSTRACT

The goal of this study is to observe and analyze ideologies in TV commercials diachronically. Commercials provide customers with ideal world that they can sympathize with. Ideologies inherent in TV commercials are; 1) gender role and traditional view of family 2) collectivism / individualism 3) optimistic perspective about society. These ideologies have changed appearances gradually reflecting the paradigme of each period. In 70’s, TV commercials showed fixed gender role, collectivism and optimistic perspective. In 80’s, TV commercials showed more fixed gender role. But in 90’s, we can see diverse gender roles and individualism. And in 2000’s, there are more diverse gender roles and enhanced individualism. The most outstanding feature is that positive expressions are replaced with negative expressions. However, ideologies of past periods are still remained in this period.

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This paper was written with support from the National Research Foundation of Korea.
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