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To Read Images for Multicultural Families - Focusing on Analysis of Multicultural Advertising

In this study we focus on advertising and multiculturalism in Korea and look into the narrative aspects of Multicultural advertising in order to find how to make an image of Multicultural families in our society. The rapid growth of the Multicultural family dictates investigation of these study’s needs, therefore aimed to gain an in-depth understanding of factors related to the identification and placement of Multicultural family’s in Korean society. This study attempts to analyze narrative structures of advertisement on these issues using narrative theories of Greimas. Multicultural advertisements provide insight on current thinking about the influence of diverse populations in society. To situate the research stages of what is now called multicultural family, the first question is addressed by examining the early stage of research on Multiculturalism in society. This analysis involves revealing the signification process of narrative of multicultural advertisements. As a result, it produces some stereotypes of the immigrant Asian woman and her children. Despite the increasing number of multicultural families, multiculturalism has not yet fully heightened in Korea.