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A Study on the Symbolic Implication of a Ballerina in TV Advertisements - Centering on the part of Kang, Su-Jin for Lotte Department Store -

Kim joo hee 1

1성균관대학교

Candidate

ABSTRACT

Centering on the parts of advertisements,「 Premium Life」,「 Autumn Premium Sale」, 「Lotte Department Store Merchandise Coupon」and 「Spring Premium Sale」 where ballerina Kang, Su-Jin appeared, this paper tried to review how the image of ballerinas is described and the symbolic meaning contained in the advertisements in terms of culture theory. The result indicated that in the TV advertisements, ballets which are body movements like habitus obtained through education and training for a long time are actively accepted and the image of the brand is set to be at the same position. Also, the life shown by Kang, Su-Jin in the virtual space is compared to the daily lives of general public in reality thereby stimulating the emotion of general public, i.e., encouraging the desire for identification and thus enhancing the image of the department. This implies the capitalistic, class oriented attributes possessed by Lotte Department Store and expresses ballets with some key words including high dignity, differentiation, satisfaction and euphoria thereby making ballet to be perceived as a high grade culture.

Citation status

* References for papers published after 2022 are currently being built.