Earticle

초록

영어

This paper addresses the demonstrative of the A series, which can be seen in advertisement copy from the perspective of deixis.　Advertising copy tries to create a place of communication with consumers by using demonstrative in general conversations.　 The demonstrative used in the advertisement copy seems to have the function of original demonstrative as well as the function of enhancing advertising effectiveness. As a result of the review of the A-series’ demonstrative in the ad copy, most of them were used as non-deictic methods. In the concept of this being the one-sided message of the sender, it may be natural, but we could also see deictic usage among the copy. If used as a non-direct method, the subject of the demonstrative is classified as specific and unspecific, and each is thought to contain the sender’s intention to achieve the advertising effect.　The use of deictic does not clearly indicate the product name of the advertisement they want to advertise, but by using the A series of demonstrative, they attract the attention of the viewer and turn to advertise. Also, most of the non-deictic used in advertising copy was used in non-specific usage.　 It does not directly point to advertising targets. A-series directive refers to the thoughts of the memory, such as longing and thoughts, and the subject of the demonstrative is specific or unspecific. First of all, in the case of refer to specific things, point what any Japanese person can know or point to an advertising object that they want to advertise. This copy shows that it is creating an advertising effect by making the acceptor feel familiar. When pointing to something unspecific, the person who receives the advertisement imagines a variety of images because the subject of the demonstrative is not specific. As such, the demonstrative of the A series in advertising copy are mainly used as non-deixis uses to refer to unspecific things in ideas and memories, and by taking an objective attitude toward the subject of a referent, they have the effect of being at the same point as those who see the advertisement.　

목차

1. はじめに
2. 研究背景
2.1 直示(deixis)と指示詞
2.2 広告文と＜話し合い＞文でのア系指示詞
3. 先行研究と本稿の立場
4. 広告コピーでのア系指示詞の用法
4.1 ア系指示詞の直示的用法
4.2 ア系指示詞の非直示的用法
4.2.1 特定的なことを指示する場合
4.2.2 不特定的なことを指示する場合
5. おわりに
【参考文献】

키워드

advertising copy demonstrative deixis episodic memory specific unspecified 広告コピー 指示詞 直示 記憶指示 特定 不特定

저자

• 杜英任 [ 두영임 | 韓国外国語大学校 大学院 博士過程, 日本語学 ]

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