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This paper contemplates the usages and functions of SO demonstrative series in advertising copy. Most of SO demonstrative series in advertising copy are context indication. And context indication is classified as “when the preceding text exists” and “when the preceding text does not exist”. First, SO demonstrative series of “when the preceding context exists” emphasize and explain the preceding sentence once more by using “SORE, SOU, SONNNA, SOUIU, SOKO, SONO + noun”. In other words, it has directing function and emphasis function. Next, SO demonstrative series of “when the preceding text does not exist” case is, when only the SO demonstrative series is used without the preceding sentence, “SORE, SONO + noun, SONNNANI” is used to induce the consumer tobe curious about the indicated subject to focus on advertising. In this way, the directors of the SO demonstrative series in the advertising copy take an objective attitude toward the object to make the consumers curious. In other words, it can be said that the directive of the SO demonstrative pronoun series has afunction of “+ α” to increase the advertising impact, not just to direct something.

목차

1．はじめに
 2. 研究背景
 3. 先行研究と本稿の立場
 4. 広告コピーでのソ系指示詞の用法
 5. おわりに
 參考文献
 

키워드

광고카피 지시사 직시 문맥지시 호기심 강조 advertising copy demonstrative deixis endophoric curiosity emphasis

저자

• 杜英任 [ 두영임 | 韓国外国語大学大学院 博士課程, 日本語学 ]

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