1Department of Consumer & Family, Sungkyunkwan University 2Department of Mass Communication, Sungkyunkwan University 3Department of Consumer & Family, Sungkyunkwan University
Corresponding Author:
Da-Jin Yang ,Tel: +82-2-760-0507, Email: djlove12@paran.com
Received: June 30, 2010; Revised: July 6, 2010 Accepted: August 30, 2010.
ABSTRACT
This study attempts to identify the process in which how the Myth of family and gender image are reproduced and taken in by the recipients through semiotics analysis of three versions consisting of children, husband and housewife series of SK corporate's TV advertisements from the last half of year 2009 to the first half of year 2010. The analysis of the corporate advertisements shows that each advertisement binds and stereotypes concept of family and gender to Myth of family, especially case of female, and consequently, the result through text analysis is that corporate advertisements reproduce and restructure traditional Myth of family and role of gender. Going forward, Family study requires to realize importance of effect of mass media, especially of TV advertisement, to research diverse case studies and searching about it.
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