This study aims to review the characteristics of current donation advertisements at academic level and clarify the structure of meaning of donation ads and the ideologies that dwell in it. Through this, it intends to provide better strategic suggestio...
This study aims to review the characteristics of current donation advertisements at academic level and clarify the structure of meaning of donation ads and the ideologies that dwell in it. Through this, it intends to provide better strategic suggestions for donation ads in a more practical dimension. First of all, in order to find the characteristics of donation ads, it classified the data derived from previous studies, coded them and reviewed their frequency.
For content analysis, this study targeted donation ads aired on TV from 1993 to March 2015, and 98 ads of 5 organizations were finally selected for analysis, out of the organizations that ran more than 10 ads excluding public interest associated marketing ads, ads of donation organizations, and overlapping ads. Referring to the content analysis results, by setting the standard for the objects of semiotic analysis that can cover the whole area of donation ads, it selected 10 ads for analysis. For semiotic analysis, this study adopted Greimass’ Semiotic model and conducted discourse structure analysis, surface structure analysis, and in-depth structure analysis. Then it derived common factors shown in donation ads and by synthesizing these, it examined the ideological characteristics of donation ads.
Through content analysis, the followings could be found.
First, the majority of donation ads were about donation projects related to health/disease(21.8%) and nutrition(16.1%), which deal with health issues of potential beneficiaries. Second, as a result of frequency analysis depending on donation forms of donation ads, 64.4% of the respondents were applying for regular donation through ARS that uses audio and subtitles. Third, in terms of donation ads, ‘mixed ads’, which combines rational appeals with emotional appeals, were used the most at 62%. Fourth, ads using negative appeals took 60.9% of donation ads. Lastly, ‘donator’s narration’ that the donator comments on the necessity of donation took 69%.
To analyze the in-depth meaning that donation ads pursue, this study applied the analyzing tools of Greimass. The ‘meaning of donation’ derived from it was healing, life, change, blessing, civilization, possibility, hope, happiness, competency, and affluence. Donation heals the beneficiary, ensures their life, blesses them, gives them hope, promises happiness, changes their daily life, promises them civilization and affluence. It helps them surpass impossibilities and leads them to possibilities, and helps them to become competent beings.
In the end, the act of donation refers to ‘freedom’ that is opposed to all kinds of ontological restraints. If donation and freedom are exchanged at parity, the issue of who will donate becomes crucially important. It is because the question can be associated with the questions, ‘Who is free?’ and ‘Who holds the power to escape from oppression and restraint?’ Through this process of exchanging symbols and the signifying process, the donor gets a dominant authority over beneficiaries. The unequal structure of domination and subordination gains legitimacy and the promise of salvation through donation reconstructs a distinctive point of view of capitalist ideology.
To synthesize the ideologies identified in the text of individual ads, the results are as follows. Ideologies which were reproduced in the donation ads were motherhood ideology, the ideology of patriarchy, the ideology of discrimination, scientific ideology, the ideology of colonialism, the ideology of capitalism, the ideology of gender difference and so on.
All in all, motherhood ideology and the ideology of gender difference can be seen as subcategories of the ideology of capitalism. Apparently, donation and donation ads emphasize the ideology of humanism, which highlights the primordial goodness of human and defines human nature to be altruistic, and ‘donation’ for the practice. However, through the practice of the ideology, capitalist patriarchy, which is the dominant form of ‘human alienation’ and ‘human exploitation’ rather than ‘human emancipation’, donation ads are contributing to strengthening the capitalist structure.
Finally, this study summarizes the problems found in donation ads and makes strategic suggestions to resolve them.
First, donation ads should be completed. As a result of applying Actantial model, to construct the central acts that donation ads pursue, the subjects in donation ads are left alone without proper assistants, so the realization of value that the subjects intents to obtain is reserved in the future.
Second, donation ads should be able to give stories, which we can sympathize with, of the people who are like us, and they should provide positive stories that make their experience our experience and their value, our value.
Third, the purpose that donation ads aim to achieve should have the same goal and direction as those that nonprofit organizations try to resolve social issues and protect the dignity of beneficiaries. If ads exist for the achievement of advertiser’s goal, implementation of unethical ads is a contradictory act that undermines the purpose of advertiser’s existence.
Fourth, donation ads mostly request donation from the numerous potential donators. Therefore, it is necessary to elaborate expression strategies concerning whom they are going to target and how they are going to send messages in the dimension of persuasive communication.
，免费韩语论文，韩语毕业论文 |
