Abstract
The purpose of this study is to analyze, through Actant Model, what value Outdoor Brand ads ultimately delivers to consumers, and what kind of meaning structure the consumer’s perception has toward the ads. This study showed that advertisers are the senders and consumers are the receivers for both advertisings. Specifically, this study looks at the subject who has desires to pursues something that she does not have. For NEPA, the subject one wants to acquire, is Jun Gi-Hyun and the object Jun Gi-Hyun pursues is an image of a leading and sophisticated woman. On the other hand, for K2, Su Zy is the subject and the object Su Zy pursues is the picture of a warm and delightful woman. Finally, this study examines the relationship between a helper and an opponent. For NEPA, the helper for the subject Jun Gi-Hyun to become the leading and sophisticated woman is NEPA, the product itself, and the opponent can be a competitive brand. For K2, the helper for the subject Su Zy to become a warm and delightful woman is the product itself K2, and the opponent is the competitive brand.
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