토익에 관한 TV 광고 텍스트 분석: 다중모드 기반의 담화연구방법으로

서지정보

ㆍ발행기관 : 한국영어교육학회 ㆍ수록지정보 : 영어교육 / 78권 / 1호
ㆍ저자명 : 이연주, 신동일

목차

1. 서론
2. 이론적 배경
2.1. 미디어에 나타난 토익 담화
2.2. 다중모드성 기반의 담화분석방법
3. 연구방법
3.1. 자료 수집
3.2. 분석 방법
4. 분석 및 논의
4.1. A 광고 분석
4.2. B 광고 분석
4.3. C 광고 분석
4.4. 광고별 논증구조
5. 결론
REFERENCES

영어 초록

Advertisement allows for multimodal access to sounds, colors, picture animations, and diverse symbols. Little research has reported the interrelationship among multimodality, discursive practice, and media effects in English language education. This study aims to conduct a multimodal approach to discourse analysis on the Test of English for International Communication (TOEIC) in TV advertisements and to explore the unique significance of the research methodology. The multimodality in three TV Ads (A, B, C) was investigated by referring to Halliday's systemic functional grammar, social semiotics’ visual grammar, and typography’s distinctive features. Royce’s intersemiotic complementarity was also employed as an analytic framework for the collected multimodal data from three domains (representational, interpersonal, and textual/compositional) of meaning-making schemes. It was found that different modes (language, typography, visual image) acted complementarily and efficiently to deliver the message of TOEIC: problem-solving ‘skill’ in A, financial 'support and return’ in B, and ‘AI database’ in C. Further research is also discussed, especially with regard to ‘critical’ approaches to multimodal discourse studies.

참고 자료

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