4개국 자동차광고의 기호학적 거리 비교분석: 현대, 폭스바겐, 포 드, 비야드를 중심으로

Comparative Analysis of Semiotic Distance in Car Advertisements in Four Countries: Focus on Hyundai, Volkswagen, Ford and BYD

Purpose - The purpose of this study was to compare and analyze the semiotic distance of automobile advertisements in four major countries, including Hyundai Motor Company(Chinese corporation), Volkswagen and Ford, and Chinese electric vehicle (Byard), using Greimas' semiotic square research model. Design/methodology/approach - This study analyzes the semiotic distance that occurs in the communication process between companies and consumers using Greimas' semiotic square model and Jean-Marie Florche's consumption value model. Findings This studies analyzed advertisements of automobiles from four major countries (Hyundai, Volkswagen, Ford, and BYD) through semiotic analysis to determine whether their automobile advertisements have semiotic distance matching capabilities. From a global brand strategy perspective, semiotic distance matching requires content development ability, convergence ability to understand local culture and context, and dynamic adaptation ability. However, before conducting a comprehensive comparative analysis with companies from other traditional automobile powerhouses, it will be difficult to determine whether this semiotic distance matching capability is a differentiated capability of an automobile company or a universal capability. Research implications or Originality In future research, the consumption value model should be revised and supplemented to develop differentiated research that reflects Korean values and unique characteristics. Research on these semiotic distance matching capabilities will have positive implications for establishing Hyundai Motor Company's brand strategy by deriving Hyundai Motor Company's differentiated capabilities.