Abstract
Background In Korea, advertisements of a sociocultural nature that appeal to the sentiments of Korean people aim to have the effect of emotional consensus. TV campaign advertising reflects the change of dominant ideology in the society. This study seeks to identify the social meaning behind campaign advertisements that appeal to korean sentiments. Methods We critically reviewed the literature concerned with Roland Barthes mythology, korean sentiments, and ideology in advertising. And then, this study conducted semiotic analysis by deriving each of two advertisements among three TV campaigns made until the current year from the early 1990s. The study conducted a comparative analysis of social meaning and change on how Korean sentiments have been combined and mythicized with brand values in TV campaign advertising and how the findings reflect ideological changes. Results The appeal of Korean sentiments in commercial campaigns reflects a change of ideology regarding family. The vertical form representing hierarchic family image has been changed into the horizontal form of individual and social relationship, and a change of the females image and family role is also reflected. In addition, ethical emotions of affection and filial duty have been changed into the social expression of emotions. Also, there has been a change in the awareness of emotional space representing the features of hometowns, and constant slogans reflecting Korean emotions in campaigns have fixed the mythicized brand value. Conclusion The appeal of Korean sentiment reflects emotional changes in social and ethical aspects, and naturally combines with the value of mythicized brands. Also, Korean sentiments in TV campaigns have reflected the changes of social and family ideology, Korean ethicality, and the locality of the era. This study has implications of analyzing the change of social meaning behind the utilization of Korean sentiments in sustainable campaign advertisements and recognizing their cultural-psychological appeal.
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