브랜드 내러티브를 위한 신화의 함축적 의미 적용 방안 연구 - R. Barthes의 기호학과 신화론을 중심으로 -

Abstract

Main objective in this study is to examine how the brand narratives that embodies mythological attributes are related to the acceptance and the spread of the brand’s perception for consumers, and to discuss the conceptual process for the practical application of mythological archetypes that have been studied by authors in the construction of a coherent identity brand narratives. To figure this issue out, this study investigates whether mythological archetypes works as a generative destination of signification when combined with brand narratives, and identifies the mediating effects of mythological symbol repurposing on the establishment of the brand’s symbol system. This study seeks to explore the meaning of interpretation of mythology through Roland Barthes’ Semiotics theory and to establish the brand narratives by analyzing whether mythological archetypes can be applied as connotative symbolic systems thorough this to draws conclusions and implications. This Study is significant in that existing theories that have been used in part to identity the connection between myths and products or brands were connected and established in a single stream. This finding of this research can further develop to enhance the materials and methods of the study.