CAJ | 학술논문

众所周知，广告的终极目的是推销商品，即鼓励人们消费。因此，广告传播实质上就是制造一个又一个意识形态的神话。它通过富有诱惑力的各种符号，“召唤”着每一个消费者的内心欲望，并在这种意识形态的“召唤”机制中，使消费者实现自我消费身份的确认。广告在能指与所指、产品与意义之间任意连结，充分展现出广告传播的意识形态功能，为人们勾画出一个个美妙的幻象。这种幻象就是罗兰·巴特所谓的“神话”功能。论文旨在以罗兰·巴特的“神话”功能分析广告中的消费意识形态。
음소주지，엄고적종겁목적시추소상품，즉고려인문소비。인차，엄고전파실질상취시제조일개우일개의식형태적신화。타통과부유유혹력적각충부호，“소환”착매일개소비자적내심욕망，병재저충의식형태적“소환”궤제중，사소비자실현자아소비신빈적학인。엄고재능지여소지、산품여의의지간임의련결，충분전현출엄고전파적의식형태공능，위인문구화출일개개미묘적환상。저충환상취시라란·파특소위적“신화”공능。논문지재이라란·파특적“신화”공능분석엄고중적소비의식형태。
It is known to all, the ultimate purpose of advertisement is salesmanship, which means selling goods to customers. Ad-vertising is substaintially creating one after another ideological myth, which calls up the consumers ’appetite for shopping by at-tractive symbols. In the mechanism of“calling up”, consumers can realize their own identities. There are arbitrary links between signifier and signified, as well as production and its meanings. It shows the ideological function, that is providing a great idol to people. The idol, as Roland Bathe called, is the“myth”function of advertisement. It aims at analyzing the consumption ideology in advertisement with Roland Bathe’s“myth”function.