자동차와 화장품 텔레비전 광고에 나타난 표현 양상 비교 (Comparative Analysis of Linguistic Aspects and Creative Strategies in Korean Car and Cosmetics TV Commercials)

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초록

This study examines and compares linguistic aspectsand creative strategies in the language of Korean car and cosmeticsTV commercials that aired in 2013. Therefore, this study consists ofthree parts, and the findings are as follows: First, in order of frequencyof occurrence, “declarative sentences” ranks the highest, followed by“interrogative sentences” and “imperative sentences”. A sociolinguisticanalysis of the speakers’ gender and word final endings revealsdifferences between the car and cosmetics advertisements. The caradvertisements tend to feature male narrators who use the hapsyo andhaera styles. In contrast, the cosmetics advertisements tend to showfemale models who use the haeyo style. Second, this study examinesforeign language use and personal pronouns in the two types ofcommercials. The results show that English and the second-personpronoun dangsin are the most frequent, respectively. In the area ofnon-English foreign language use, the study found German is used incar commercials, while French appears in cosmetics commercials.
Finally, three main strategies can be identified in the six creative strategies used in the language of the car and cosmetics TVcommercials. For both types of commercial, the strategy of highlightingthe properties of the product is the most frequent, followed by thestrategy of comparative advantage and then the strategy of firstrecognition. This study concludes that aspects of language use inadvertising differ according to the product. Also the results show theadvanced studies are somewhat different by investigating andcomparing car and cosmetics TV commercials that aired in 2013.

영어초록

This study examines and compares linguistic aspectsand creative strategies in the language of Korean car and cosmeticsTV commercials that aired in 2013. Therefore, this study consists ofthree parts, and the findings are as follows: First, in order of frequencyof occurrence, “declarative sentences” ranks the highest, followed by“interrogative sentences” and “imperative sentences”. A sociolinguisticanalysis of the speakers’ gender and word final endings revealsdifferences between the car and cosmetics advertisements. The caradvertisements tend to feature male narrators who use the hapsyo andhaera styles. In contrast, the cosmetics advertisements tend to showfemale models who use the haeyo style. Second, this study examinesforeign language use and personal pronouns in the two types ofcommercials. The results show that English and the second-personpronoun dangsin are the most frequent, respectively. In the area ofnon-English foreign language use, the study found German is used incar commercials, while French appears in cosmetics commercials.
Finally, three main strategies can be identified in the six creative strategies used in the language of the car and cosmetics TVcommercials. For both types of commercial, the strategy of highlightingthe properties of the product is the most frequent, followed by thestrategy of comparative advantage and then the strategy of firstrecognition. This study concludes that aspects of language use inadvertising differ according to the product. Also the results show theadvanced studies are somewhat different by investigating andcomparing car and cosmetics TV commercials that aired in 2013.

참고자료

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