ABSTRACT

The insurance advertisement of [Samsung Fire and Marine Insurance Company's 2010 TV Advertisement ‘Fishing’ and ‘Driving’ Edition] induces audiences’ effective immersion with an intuitive language structure (narration, text) and the Mise-en-Scene expression of shots in order to show future needs as the types of consumption. The visual scandal refers to what attracts eyes unconsciously and arouses interest by giving visual stimuli through unrealistic visual images with unusual expressions hard to understand since they are out of our common sense visually. Two TV advertisements of Samsung Fire & Marine Insurance which shocked this researcher’s eyes and inside used digital quick zoon with VISUAL IMPACT. Focusing on the movement of time and space resulted from audiovisual elements, image analysis (shots and shot meaning analysis), and digital edition (digital quick zoom) through the intuitive language structure (narration and text) of [Samsung Fire and Marine Insurance Company's 2010 TV Advertisement ‘Fishing’ and ‘Driving’ Edition] accepting such effects of consciousness, this study aims to examine how the synesthetic effects of human consciousness perceiving and recognizing ‘moving images’ are being utilized in the meaning structure strategies of TV advertisement.

KEYWORD

Visual Scandal, Digital Quick Zoom, TV Advertisement

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