Abstract
The purpose of this study is to analyze the visual meaning of realistic media art. First, realistic media art, Roland Barthes' semiotics, and Bernd H. Schmitt's experiential marketing are the background of academic analysis. Second, after categorizing district works by category, the semiotic meaning of each work is analyzed, and five types of experiential marketing are analyzed. This study limited the scope of the study to the works that won the main prize at the ‘iF Design Awards in Germany from 2020 to 2024, and then conducted a case analysis in the commercial service sector and the art service sector. As a result of the study, it was found that both sectors are the same in that they take sensory marketing and emotional marketing, but there is a difference in that the commercial sector focuses on behavioral marketing and the art sector focuses on cognitive marketing. Finally, this study suggests a theoretical basis that can contribute to the development of realistic media art by combining the semantic function of the semiotic perspective with the experiential marketing strategy.
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