TV광고에 나타난 여성과 춤

Abstract

Female and Dancing Shown in AdvertisementsJiwon LeeLecturer of DanceChung-ang University, Seokyung UniversityAdvertisement is communication of advertiser?s intention to the general public by investment of outlays for advertisement for the purpose of increasing in sales of goods, promoting services, and stirring up other effects for which an advertiser desires.It has become a subject of discussion that advertisements unconsciously express female as a being of ego-splitting or a being only emphasized with beauty, or a being of the subject of male. Female in advertisements is pictured under restrictions of appearance, character and existing femininity.Female dancing in advertisements is used as a medium to accentuate those images of female and display their beauty. Common features among quality and expression of motion and movement and female appearance in dancing advertisements were found in this study.In this way, female dancing is interpreted into various meanings, however, most of dancing in advertisements are expressed as a product of female desires and used as a medium to communicate female sexual attractiveness. Females of early twenties as main target in advertisements appear as a factor to maximize esthetic value and become an object of envy at their physical beauty, and show incitement to fresh charm with vividness in their movements.However, despite the voices of caring about the above fact, dancing plays a significant role in the current society and is being recreated in ads close to us. I hope dance advertisements will appear with various aspects, which do define the concept of female beyond the sexual view, and this study will be used as preceding data to be a basis of sociological studies of dancing - even if it is a trifle.