การสื่อความหมายของภาพและกาวะหลังสมัยใหม่ในงานโฆษณาทางสิ่งพิมพ์ไทย

Abstract

This study “Visual Signification and Postmodernity in Thai Print Advertising” aims to investigate the use of images to convey meaning in Thai print advertisement. This research examines the use of visual signification in Thai print advertisement through the Semiotic theory and analyzes the postmodern condition reflected on the advertising text. The samplings are drawn from the Thai print advertisement which has won the Adman award from the Year 2004-2009. The research findings are as follow:

Thai print advertisement used images as the main strategy to communicate meaning as much as 93.82% from the entire images in competition. These print ads have substantially used images in the index mode in text signification. The analogy technique is found to be the main mechanism of meaning organization device. The meaning embedded in Thai print ads is mainly connotative and the control of meaning is directed by several kinds of code in the pictures. By employing postmodern analysis framework, findings suggest that text signification derives from meaning allusion and meaning transfer from the other texts (intertextuality). The logic of use value has been a primary logic of consumption in Thai print media, however, emphasis has been placed on affective facet to reflect emotional dimension or "emotional use value”.