아파트 브랜드 광고의 기호학적 분석

A Study on the Semiotics approach to Advertisement of Brand Apartment - Focusing on Raemian and Hillstate

The purpose of this study is to provide the semiotics approach to advertisement positioning of Brand Apartment focusing on Samsung Raemian and Hyundai Hillstate. Brand Identities of Apartment symbols that visualize those values. The values are come from consumers who want to possess the values, also from companies trying to send them to consumers as messages. This study showed that, in the semiological translation of ad expression, meaning sharing is made when ad concept and ad image are semiologically consistent. We was studied the difference of Brand Image between Samsung Raemian and Hyundai Hillstate. The result of this study can be used as an objective indicator to help to establish the marketing strategy of the Brand Apartment Companies