부산대학교 도서관

This study analyzed and interpreted historically and qualitatively how Korea's major TV advertisements which have a profound affect on formation and changes of values of Korean society and Koreans, have reproduced and reflected the cultural values of unique Korean society since the 2000s.Based on existing literature and theoretical background, this study found and analyzed 'Korea's representative cultural code' dissolved in advertising. The investigation about socio-cultural values and community appearance of Korea society was evolved through the key elements, 'the cultural code', as well as Korea society of the 2000s was viewed three-dimensionally. This study was work for looking more clearly the optional element, 'cultural code', as the core of ads which contains the spectrum of economy, consumption, culture, fashion, etc., in Korea society. Just as the influence of advertising, 'cultural code' in advertising influenced on Korea society. The study has the will and intent to discuss the starting point for understanding the modern Korea society and culture based on advertisement. Through the advertisements in which social values and historical facts coexist. Korea society is understood and analyzed more clearly that we have not realized yet. As a result of reviewing existing literature and synthesizing theoretical background, 'the representative culture codes of Korea' in TV advertisement of the 2000s can be divided into seventeen codes: youth, love, lookism, materialism, toadyism, pecking order, crowd, speed, nationalism, family, egalitarianism, traditionalism and historicism, heroism, education and academical clique, public and utilitarianism, wellbeing, and genuineness code. As a result of analyzing the 220 representative advertisements of eleven years from 2000 to 2010 focusing on the divided cultural code, the study shows the representative cultural codes which influenced a lot on Korea society and remarkably reflected Korea society in the 2000s including the five representative cultural code: lookism, pecking order, wellbeing, public and utilitarianism, genuineness.In addition to that, it is shown that the five representative cultural codes are connected closely one another and they share one meaning to show Korea society. 'showing and exposing' is found as a core penetrating the representative culture code of Korean advertisement in the 2000s. 'Showing and exposing' shows the property of the five representative culture codes synthetically and is a huge frame that shows its positive and negative aspects at the same time.