기호학에 기반한 중국과 한국의 맥주 광고 비교 연구 -설화 맥주와 카스 맥주 광고 비교-

초록

This study aims to compare the symbols used in Chinese and Korean beer advertisements through a semiotic analysis, focusing on the advertisements for Snowflake Beer and Cass Beer. The research method involves interpreting and comparing the symbols used in the advertisements to explore the differences in cultural values and consumer consciousness conveyed in the beer advertisements of the two countries. Specifically, the study utilizes text analysis and semiotic analysis to conduct an in-depth examination of symbolic elements such as images, text, and background music in the advertisements, and to analyze the cultural implications and consumer perceptions represented by these symbols. The analysis results indicate that the Snow Beer advertisement in China uses symbolic imagery to emphasize traditional and unique cultural elements, which has the effect of appealing to Chinese consumers by evoking familiarity and emotional resonance. Each advertisement strategically uses symbolic elements considering the cultural background of the country and the emotional responses of its consumers. This study found that the advertisements for Snow Beer and Cass Beer exhibit clear differences in their symbolic usage, reflecting the distinct cultural backgrounds and consumption habits of China and Korea. These findings are expected to provide a new perspective in cross-cultural advertising research and contribute to understanding the cultural differences and marketing strategies in the beer markets of China and Korea.

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