Earticle

This study analyzes the pragmatic functions of second-person pronouns in Japanese print advertisements (2000–2023), focusing on the correlation between referents and sentence-final expressions. Referents are categorized into: (1) Unspecified Masses, (2) Specific Groups, and (3) Imaginary Recipients. The results show that lexical choice varies significantly by category. While anata serves as the standard for universal appeal, pronouns like kimi and omae are used strategically to modulate interpersonal distance. Notably, within the “Imaginary Recipients” category, although the number of cases is limited, omae was found to be a relatively prominent choice. This suggests that fictional contexts may relax social norms, enabling a more dramatic and emotional mode of address that functions as a narrative device. Regarding sentence-final forms, interrogatives are frequently used to heighten “self-relevance.” Furthermore, the complete absence of hortatory or imperative forms (0 cases) among imaginary recipients suggests a strategy of fostering indirect empathy through narrative rather than direct solicitation. This research demonstrates that second-person pronouns in advertising function as sophisticated “pragmatic strategies” tailored to specific communicative goals.

This study examines how Korean university students perceive English-language advertising for AI- based medical IT services. As AI-related medical technologies are increasingly promoted through English advertisements, it is necessary to understand how young consumers in a non-English-speaking context interpret and respond to such messages. This study employed Q-methodology to explore students' subjective viewpoints. Twenty-three university students participated in a Q-sorting task using 16 statements related to English-language AI medical advertising. The analysis revealed three perception types: Informed Optimists, Critical Realists, and Trusting Pragmatists. The Informed Optimists regarded these advertisements as innovative and informative but were not easily influenced by emotional appeals. The Critical Realists showed a cautious and skeptical attitude, questioning the credibility and clarity of the advertising content. In contrast, the Trusting Pragmatists tended to accept the advertisements positively and preferred clear, factual, and professional messages. Across all types, English was generally associated with technological advancement, while concerns about comprehension and accessibility were also evident. These findings suggest the importance of audience-sensitive and trustworthy communication strategies in AI-based medical advertising.

Yang, Changyong. 2015. A Sociolinguistic Study on Language-Mixing: In Case of Korean-Merican Advertising. Journal of Linguistic Studies 20(1), 133-149. The main purpose of the present paper is to investigate the socio-cultural language factors which function as main elements that determine language-mixing in a Korean newspaper circulated in the KAC. The data for this study were drawn from a newspaper which is circulated among bilingual communities in the US in which Korean is widely used and English is also dominant. It is natural that under such conditions the English-mixed rate in advertisements in the newspaper be high, even though the amount of English in advertising varies with social factors. Therefore, an attempt has been made to see to what extent English is used in a bilingual community of an English-based country in terms of sociolinguistic factors. In doing so, it is expected that this study will serve a complementary function to previous studies. (Jeju National University)

광고 커뮤니케이션에서는 메시지의 의미를 효과적으로 전달하기 위해 다양한 창의성과 표현전략을 구사한다. 그 가운데 복잡한 광고 메시지 생산 및 상품과 관련성이 높아 커뮤니케이션 효과가 큰 크리에이티비티로 언어전략이 흔히 사용된다. 주로 카피가 담당하고 있는 개념전달이 무엇을 말할 것인가에 해당하기 때문이다. 언어전략은 언어창의성을 발휘하는 중의성 표현으로 나타나는데, 소비자의 시선을 잡고 광고에 개입하게 만들어 의미해독을 하게 만드는 기법이다. 본 논문은 이런 언어창의성을 발휘하여 효과적으로 의미를 생산하고 소비자가 지배적인 의미를 수용하는 과정을 규명하는 탐색적 연구이다. 창의성의 체계모델과 4C 모델을 통합하여 언어창의성의 의미생성 과정과 유형은 분석했다. 그 결과 언어창의성의 효과를 획득하기 위한 카피라이팅은 일차적으로 개념을 규정하고 난 뒤, 중의성을 활용하여 표현해야 한다는 것이다. 개념은 사회 문화적인 영역의 의미를 내포하여 Big-C 수준의 창의성을 함축한다. 소비자는 중의성의 카피를 처음에는 표면 의미로 해독하고 난 뒤 카피 메시지의 중의성에 숨어있는 심층의미를 간파하게 된다. 이때 소비자는 광고 카피의 모호성과 중의성에 숨어 있는 메시지의 의도를 발견하는 기쁨을 얻게 되어 광고 선호도가 제고된다.

Advertising expresses various creativity and strategy to communicate effectively meaning of message. As it is very complex to produce message and creative process, language strategy that has high relevance of product is important. Copy mainly is responsible for concept(what to say). Ambiguity with language creativity catches customer's attention and makes them engage in advertising and make them decode meaning of advertising. This paper is experiment study of meaning production process that ambiguity effectively produces language creativity and customer accept dominant meaning. In result System model and 4 C model are integrated, to produce language creativity, at first creator has to define the concept, secondly express ambiguity. Concept includes and communicates the meaning of Big-C level with socio-cultural meaning(domain). Customer at first decodes surface meaning of ambiguity, secondly understand deep meaning and hidden meaning of copy message. At this moment customer discovers hidden intention of ambiguity and language creativity, he(she) feels fantasy of discovery and accepts creativity in advertising, level of advertising preference becomes up.

본고는 『어린이』 제2권 제3호(1924년 3월 13일)부터 제13권 제1호(1935년 3월 1일)까지 총 107점에 수록된 광고 중에서 『어린이』 잡지 자체 광고를 제외한 503건의 광고(중복 제외 380건)를 분석하였다. 광고의 대부분은 전면 광고(77.73%)로, 표지 근처에 집중적으로 배치되었다. 품목은 도서, 약․의료기, 학습 관련 상품 등으로, 도서 광고가 64.43%로 가장 많았다. 상품명의 65.18%는 한자를 사용하였는데, 가나를 사용한 상품명은 7.49%, 한글이 포함된 상품명은 27.33%로 잡지 『신여성』보다 상품명에서 한글과 한자를 선호하였고, 가나 사용은 적었다. 잡지 『어린이』의 광고 본문에서는 어린이를 광고의 화자로 설정해 소비를 유도하였으며 상대높임법은 ‘합쇼체’를 주로 사용하였다. 잡지 『어린이』에는 광고를 통해 잡지의 발행 의도를 전달하고 그 가치를 지지하는 독자층을 형성하고자 했던 개벽사의 지향점이 반영되어 있다.

This study analyzes 503 advertisements(380 excluding duplicates) featured in the Korean children’s magazine Children(Eorini), published between March 1924 and March 1935. Self-promotional content was excluded from the analysis. The majority of the advertisements were full-page(77.73%) and positioned near the front cover. Books accounted for the largest proportion of advertised products(64.43%), followed by medicines and educational materials. In terms of script usage in product names, Chinese characters were predominant (65.18%), with Hangeul(27.33%) and kana(7.49%) appearing less frequently. Linguistic strategies in the advertisement texts reveal that children were frequently constructed as primary speakers to encourage consumption. The formal polite speech level(Hapshoche) was the most frequently employed form of addressee honorification. Compared to New Woman(Sin Yeo-seong), Children showed a stronger preference for Chinese characters and Hangeul over kana. The strategy of positioning children as advertising agents can be interpreted as a reflection of Gaebyeoksa’s editorial intent.

본 연구는 동일 브랜드의 한국과 독일 영상광고를 비교 분석하여 광고 언어의 문화적 차이를 규명하는데 목적이 있다. 최근 5년(2019~2024년)간 방영된 광고를 선정하 여 유튜브를 통해 자료를 수집하고 전사하여 질적으로 분석하였다. 분석 대상은 맥도 날드, 트윅스, 코카콜라, 하리보, 질레트 랩스 광고이며, 주요 분석 항목은 화행 유형, 존대법과 호칭, 집단주의 및 개인주의적 언어 성향, 외래어 사용, 수사법이다. 연구 결 과, 한국 광고는 감정적 호소와 존대법을 활용하여 소비자와 정서적 공감을 형성하는 반면, 독일 광고는 논리적 설명과 직접적 표현을 통해 소비자의 독립적 선택을 강조하 였다. 또한 한국 광고는 영어 외래어를 빈번히 사용하여 글로벌 이미지를 강화하는 반면, 독일 광고는 독일어 중심의 표현을 선호하는 경향을 보였다. 화행 유형에서는 한국 광고가 부탁하기와 감정 표현을 강조했지만, 독일 광고는 정보 제공과 보상 약속이 두드러졌다. 수사법 분석에서는 한국 광고가 은유와 의인화를 활용하여 감성적 메시지를 전달했지만, 독일 광고는 직설적 설명을 통해 논리적 설득을 추구하는 것으로 나타났다. 본 연구는 광고 언어 분석을 통해 상호문화교육의 가능성을 제시하며, 외국어 교육 에서 광고를 활용한 교수 방안을 제안하였다. 동일 브랜드의 광고를 비교 분석함으로써 학습자가 문화적 차이를 이해하고, 효과적인 의사소통 역량을 함양할 수 있도록 유도하는 교육적 시사점을 도출하였다.

This study aims to analyze the cultural differences in advertising language by comparing Korean and German video commercials of the same brand. Commercials serve as key communication tools that go beyond information delivery to establish emotional connections with consumers. This study qualitatively analyzes commercials from the past five years (20192024), focusing on five brands: McDonald’s, Twix, Coca-Cola, Haribo, and Gillette Labs. Key analysis areas include speech act types, honorifics and address terms, collectivistic and individualistic tendencies, foreign word usage, and rhetorical strategies. The findings reveal that Korean commercials emphasize emotional appeal and honorifics to create consumer rapport, whereas German commercials focus on logical explanations and direct expressions to encourage independent choices. Korean ads frequently incorporate English loanwords to enhance a global image, while German ads predominantly use German-language expressions. Additionally, speech act analysis shows that Korean commercials favor requests and emotional expressions, whereas German ads prioritize information delivery and promises of benefits. This study highlights the potential of advertising language analysis in intercultural education and proposes practical applications for foreign language teaching. Future research could expand to high-involvement product commercials and incorporate audiovisual elements for a more comprehensive analysis of intercultural communication in advertising.

본 연구는 동일 브랜드의 한국과 독일 영상광고를 비교 분석하여 광고 언어의 문화 적 차이를 규명하는 데 목적이 있다. 최근 5년(2019~2024년)간 방영된 광고를 선정하 여 유튜브를 통해 자료를 수집하고 전사하여 질적으로 분석하였다. 분석 대상은 맥도 날드, 트윅스, 코카콜라, 하리보, 질레트 랩스 광고이며, 주요 분석 항목은 화행 유형, 존대법과 호칭, 집단주의 및 개인주의적 언어 성향, 외래어 사용, 수사법이다. 연구 결 과, 한국 광고는 감정적 호소와 존대법을 활용하여 소비자와 정서적 공감을 형성하는 반면, 독일 광고는 논리적 설명과 직접적 표현을 통해 소비자의 독립적 선택을 강조하 였다. 또한 한국 광고는 영어 외래어를 빈번히 사용하여 글로벌 이미지를 강화하는 반 면, 독일 광고는 독일어 중심의 표현을 선호하는 경향을 보였다. 화행 유형에서는 한국 광고가 부탁하기와 감정 표현을 강조했지만, 독일 광고는 정보 제공과 보상 약속이 두 드러졌다. 수사법 분석에서는 한국 광고가 은유와 의인화를 활용하여 감성적 메시지를 전달했지만, 독일 광고는 직설적 설명을 통해 논리적 설득을 추구하는 것으로 나타났 다. 본 연구는 광고 언어 분석을 통해 상호문화교육의 가능성을 제시하며, 외국어 교육 에서 광고를 활용한 교수 방안을 제안하였다. 동일 브랜드의 광고를 비교 분석함으로 써 학습자가 문화적 차이를 이해하고, 효과적인 의사소통 역량을 함양할 수 있도록 유 도하는 교육적 시사점을 도출하였다.

This study aims to analyze the cultural differences in advertising language by comparing Korean and German video commercials of the same brand. Commercials serve as key communication tools that go beyond information delivery to establish emotional connections with consumers. This study qualitatively analyzes commercials from the past five years (20192024), focusing on five brands: McDonald’s, Twix, Coca-Cola, Haribo, and Gillette Labs. Key analysis areas include speech act types, honorifics and address terms, collectivistic and individualistic tendencies, foreign word usage, and rhetorical strategies. The findings reveal that Korean commercials emphasize emotional appeal and honorifics to create consumer rapport, whereas German commercials focus on logical explanations and direct expressions to encourage independent choices. Korean ads frequently incorporate English loanwords to enhance a global image, while German ads predominantly use German-language expressions. Additionally, speech act analysis shows that Korean commercials favor requests and emotional expressions, whereas German ads prioritize information delivery and promises of benefits. This study highlights the potential of advertising language analysis in intercultural education and proposes practical applications for foreign language teaching. Future research could expand to high-involvement product commercials and incorporate audiovisual elements for a more comprehensive analysis of intercultural communication in advertising.

‘Ellipsis’ is a linguistic phenomenon that appears frequently in the Japanese language. This paper aims at a systematic examination of the incomplete utterance type abridged sentence with ellipsis or partial ellipsis of the part of predicate. Daily conversation and advertising language, which are data with different purposes of utterance, are to be examined. While daily conversation requires strategies for smooth communication with the listener in the face-to-face scene, advertising language is the text for advertisers to achieve their intended advertising effect from consumers or the public. In this respect, it would be worthwhile to make a comparison between the two types of utterance. Beginning with the stereotyping and characterization of the incomplete utterance type at the morphological level, this study enhanced the relationship between the incomplete utterance type abridged sentence with the pragmatic functions and usage. In addition, this paper took an integrated research methodology including cognitive linguistics and rhetorical approaches taking account of the characteristics of advertising language. Incomplete utterances were examined by dividing them into four types: conjunctive particles, non-conjunctive particles, nouns, and other forms. This paper clearly identified the difference between daily conversation and advertising language by pointing out that if ellipsis in daily conversation is derived from brevity purposes and interpersonal consideration of the listener, ellipsis in advertising language is intended to maximize the effect of expression in order to persuade consumers or the public to meet advertising objectives.

｢省略｣は日本語でよく現れる言語現象で、本稿では特に述部またはその一部が省略されたいわゆる中途終了型文末省略文の体系的考察を目標とした。 日常会話文と広告文という発話の目的を異にする資料を分析対象とするが、日常会話文は面と向かっての場面で聞き手との円滑なコミュニケーションのためのストラテージが求められるのに対して、広告文は消費者または大衆を相手にして広告主が意図した広告の効果を上げるためのテキストである点で比較の価値は充分であると考えられる。 形態論的レベルでの中途終了形態の類型化及び特徴の糾明を出発点にして、中途終了型省略文の語用的用法と役割との関連性の詳細を明らかにしようと試みた。しかも広告文の特性を考慮して修辞学･認知言語学的アプローチ等を含める統合論的研究方法を取った。 中途終了形態としては大きく接続助詞類･非接続助詞類･名詞類･その他の形態などの四つの類型に分けて考察した結果、広告文では特に名詞類中途終了型の出現率が最も高く現われた。日常会話文では接続助詞類が非接続助詞類より出現率が高く現れたのに対して広告文では非接続助詞類が接続助詞類より出現率が高く現れた点は有意味である。 日常会話文での省略が｢簡潔性｣と｢聞き手への配慮｣によるものであれば広告文での省略は消費者または大衆に対して広告の目的を達成するよう説得を行ない、広告効果を極大化するための省略であるという点で異なっていることを明らかにした。

The purpose of this paper was to observe in which way the structure and functions of advertising language are transformed according to media. For this purpose TV advertising language and printed advertising language were selected as the subjects of comparison in this study, and when an advertisement was presented on two different media with the same message, observed differences in their copywriting and message constitution were mainly investigated.As a result message constitution according to the transformation of medium appeared to have two aspects. One was developed toward complementing the weak points of TV advertising medium, the other was toward overcoming the weak points of printed advertising medium. The TV advertising medium had two important weak points. One was the time limit and the other was the insufficient presentation of verbal information in message constitution. The latter may be a weak point related to the time limit. This circumstance can be improved by transformation of verbal information in the printed advertising. As methods of transformation, ‘addition of contents of copywriting, substantiation of copywriting contents, reconstitution of copywriting’ were identified. Weak points of printed advertising are in that message transmission is dependent only on the vision of listeners. Furthermore even though presentation of all-out information is possible, the printed advertising has to give up multi-sensual transmission and free scene transformation that are the strong points of TV advertising. As a method to overcome these drawbacks, transformation method of non-verbal information was mostly attempted. ‘Omission of scenes, simplification, integration and reconstitution’ were observed.

본 연구는 광고 커뮤니케이션 효과를 소비자 마인드셋 수준에서 보다 직접적으로 측정할 수 있는 지 표로서 광고침투력 지표를 제안하고, 그 유용성을 실증적으로 탐색하는 것을 목적으로 한다. 기존 광고 효과 연구에서는 매출, 고객행동, 구전량(Total Word-of-Mouth, TWOM) 등 결과 중심 지표가 주로 활용되어 왔으나, 이러한 지표들은 광고 메시지가 소비자 담론에 어떠한 의미적 형태로 반영되었는지를 직접적으로 설명하는 데 한계를 지닌다. 이에 본 연구는 대규모 언어모형(LLM)을 활용하여 광고영상 으로부터 광고키워드를 추출하고, 이를 소비자 생성 콘텐츠(CGC) 내에서 탐지함으로써 광고 메시지가 소비자 담론에 침투한 정도를 정량화하는 광고침투력 지표를 제안한다. 실증 분석을 위해 2019년부터 2022년까지 3개 브랜드를 대상으로 TV 및 유튜브 광고영상과 네이버 블로그·뉴스 기반 CGC 약 89만 건을 수집·분석하였다. 분석 결과, 구전량 지표는 모든 브랜드에서 광고비와 통계적으로 유의한 관계를 보이지 않은 반면, 광고침투력은 특정 브랜드에서 광고비와 유의한 양(+)의 관계를 나타내어 광고 효과 를 보다 민감하게 식별할 수 있음을 확인하였다. 이러한 결과는 광고침투력이 기존 커뮤니케이션 볼륨 중심 지표의 한계를 보완하며, 광고 메시지의 의미적 확산과 소비자 마인드셋의 간접적 형태로서 소비 자 담론을 분석하는 데 유용한 대안적 지표임을 시사한다.

This study proposes an Advertising Penetration Index as a novel measure to more directly capture the effects of advertising communication at the level of consumer mindset and empirically explores its usefulness. Prior research on advertising effectiveness has primarily relied on outcome-based indicators such as sales, customer behavior, and total word-of-mouth (TWOM). However, these measures have limitations in explaining how advertising messages are semantically reflected in consumer discourse. To address this gap, this study employs large language models (LLMs) to extract advertising keywords from TV and YouTube commercials and detects their presence in consumer-generated content (CGC), thereby quantifying the extent to which advertising messages penetrate consumer discourse. For empirical analysis, approximately 890,000 CGC documents related to three brands were collected from Naver blogs and news articles between 2019 and 2022. The results show that TWOM does not exhibit a statistically significant relationship with advertising expenditures across brands, whereas the Advertising Penetration Index demonstrates a significant positive relationship with advertising spending for a specific brand. These findings suggest that the proposed index is more sensitive in identifying advertising communication effects than conventional volume-based metrics. Overall, this study highlights the Advertising Penetration Index as a useful alternative measure that complements existing indicators by capturing the semantic diffusion of advertising messages and transitions in consumer mindset.

광고는 소비자의 선택에 영향을 미치는 대표적인 마케팅 커뮤니케이션 수단이다. 기업들 은소비자의 관심을 끌기 위해 다양한 언어적 요소, 시각적 요소 등을 광고에서 적극적으로 활용한다. 이 중에서 헤드카피는 소비자의 관심을 처음 이끌어내고 제품의 핵심 컨셉을 전 달하는 대표적인 광고의 언어적 요소이다. 본 논문은 특별히 인쇄광고의 헤드카피에 집중하여 헤드카피에 사용된 언어(한글 Vs. 영어 )가소비자의 광고 태도에 미치는 영향을 분석하였다. 구체적으로 제품 유형(쾌락적 제품 Vs. 실용적제품)과 제품 친숙도에 따라 헤드카피 언어가 광고 태도에 어떻게 서로 다른 영 향을 미치는지분석하였다. 분석 결과, 국내 소비자들은 쾌락적 제품의 경우 한글 헤드카피보다 영어 헤드카피를 사용 한광고에 더욱 긍정적인 태도를 보였고, 실용적 제품의 경우에는 헤드카피 언어에 따른 광 고 태도차이를 보이지 않았다. 이는 쾌락적 제품이 추구하는 상징적인 가치와 국내 소비자 들의 영어에대한 감성적 이미지가 잘 어우러져 소비자들에게 효과적으로 전달되기 때문인 것으로 보인다. 반대로 실용적 제품의 경우에는 소비자들이 제품의 기능적인 속성에 집중하기 때문에 헤 드카피언어와 같은 광고의 형식적인 측면은 광고 태도에 큰 영향을 미치지 않는 것으로 보 인다. 한편,제품의 친숙도가 낮은 경우에는 쾌락적 제품의 경우 영어 헤드카피가 한글 헤 드카피보다 더욱효과적임을 다시 한 번 확인하였다. 본 연구 결과는 기업의 마케팅 담당자가 자사 제품을 광고할 때 제품 유형과 친숙도에 따 라적절한 헤드카피의 언어를 선택하여 제품 컨셉을 보다 효과적으로 전달할 수 있음을 시 사한다. 마케팅 관리자는 헤드카피 내용 뿐만이 아니라 그 내용이 어떤 언어로 표현되었는지와 같 은 형식적인 측면도 함께 고려할 필요가 있다.

Advertising is a typical marketing tool which influences the customers'choice. Companies utilize verbal or visual methods to attractcustomers' attention. Among these, head copy is one of thetypical verbal methods that firstly attracts customers' attention and delivers the keyconcept of the product. This paper especially focuses on head copies in the printed ads and analyzes how thelanguages(Korean versus English) used in the head copies affect consumers' attitudetoward advertising. Specifically, the study analyzes how the language of the head copyinfluences the attitude toward advertising respectively in accordance with producttype(hedonic versus utilitarian) and product familiarity(high versus low). The result of the analysis indicated that for the hedonic product, Korean customersshowed more positive attitude toward advertising when the head copy was written inEnglish rather than in Korean. In case of the utilitarian product, there was no significantdifferences. This might be because the hedonic product that usually deliver symbolicvalues better fits with English which customers regard more emotional and prestigiousthan Korean. For the utilitarian product which customers focus on the function, the headcopy language didn't have significant influence on the attitude. We also found that when the familiarity toward the product was high, the resultshowed no significant differences for both hedonic and utilitarian products in advertisingattitude whether the head copy was in Korean or English. However, when there was lowfamiliarity, the head copy in English was more effective than Korean for hedonic productas the study mentioned above. This study gives implication to the marketing managers which language to chooseaccording to the product type and familiarity. It might be useful for the marketingmanagers to consider not only the contents but the format such as languages to deliverthe messages effectively.

본 연구는 한정된 문장 안에 의도한 바를 간결하게 압축하여 주목을 끄는 신문광고 캐치카피를 통하여 대중의 관심을 유도하기 위해 업종별로 반복표현을 어떠한 형태로 사용하는지 어구, 음, 문장형태로 나누어 이에 해당하는 수사법들의 특징들을 살펴보고 각 수사법에 따른 사용률을 분석하여 다음과 같은 내용을 알 수 있었다. 우선, 업종별로 가장 많이 사용한 반복표현은 어구의 반복표현으로 첩어법, 첩점법, 수구법, 결구법, 수미어구법과 같은 수사법들을 사용하여 전달하고자 하는 메시지를 간결한 어구로 집약시켜 이를 부각시키고 있다. 어구의 반복표현 다음으로 많이 사용한 반복표현은 음의 반복표현으로 두운법, 각운법, 동음법과 같은 음율계통의 수사법을 통해 운율감을 형성하여 대중의 재미를 유발시킴과 동시에 기억에도 장기적으로 남기기 위한 것으로 볼 수 있다. 마지막으로 업종별로 사용률이 가장 저조한 반복표현은 문형의 반복표현으로 병행법, 대구법, 도치반복법과 같은 수사법을 통하여 평범한 문장형태를 벗어나 다른 캐치카피들보다 차별화되어 부각시키는데 유용하며 메시지 전달에도 효과적이지만 캐치카피구성에 있어 필요한 요건들이 많아 사용률이 저조한 것으로 생각된다.

Through a catch copy of a newspaper advertisement attracting a great deal of notice by a concise compression of intention within the limited sentence, I looked into characteristics of the rhetoric by classifying a phrase repetition with phrases, tone and form of sentence about the use of form in phrase repetition to the classification by industries to attract attention from the public and also I analyzed the rate of use of each rhetoric. Through the research, I could know of following facts. First of all, the phrase repetition that is on the highest rate of use to the classification by industries is rhetorics like epizeuxis, epanalesis, anaphora, epistrophe and symploce combined with epanadiplosis. These rhetorics convey the message by integrating into the concise words to give too much prominence. The next phrase repetition is tone. Through rhetorics of rhythmical systems like alliteration, rhyme and homophony, a rhythm feeling is formed. By forming a rhythm feeling, the interest of the public is caused and, at the same time, the long-term memory is also possible. Finally, the lowest rate of use in phrase repetition among the classification by industries is the phrase repetition of sentence structure. Through making the use of parallel method, antithesis and inversion-repetition, we can escape from the common form of sentence and can be more useful to differentiate and to give too much more prominence than any other copies. It is very effective to convey the message. But many necessary requirements to an organization of catch-copy are needed. For this reason, the rate of use of phrase repetition is very low.

오늘날의 시각매체(Visual Media) 환경은, 커뮤니케이션 메시지를 수용자(Audience)에게 효과적으로 전달하기 위해 메커니즘의 형식도 점차 다각화, 심층화되어 가고 있는 추세이다. 그러한 변화에 따라 인쇄매체(Print Media) 디자인의 타이포그래피도 단순히「보기 좋은 글자구성」의 차원을 넘어 핵심적 디자인 요소로서 이해하고 조형적인 차별성과 함께 시각적 흥미와 주목성이 표출되어야 하며, 광고를 접하는 소비자에게 브랜드가 추구하는 메시지를 즉시적이며 설득적으로 인식시킬 수 있도록 하는 시각적인 표현기법 연구가 요구된다. 본 연구는 현 시대의 중심적 시각 커뮤니케이션 기능인 조형언어적 타이포그래피의 특성을 인쇄매체 디자인에 한하여 심화 연구하였으며, 그 활용 가능성을 제시함으로써 향후 포스터디자인 및 인쇄매체 광고에 적용되는 타이포그래피의 발전적 양식화를 위한 이론적 근거를 제시하고자 하였다. 그에 따라, 조형언어적 타이포그래피가 인쇄매체 디자인에서 적용된 유형을 3가지 형식으로 분류하고 4가지 특성별로 세분화하여 분석을 하였으며, 조형언어적 타이포그래피의 특성들은 각각 조형언어적 연계성을 갖고 있으며 서로 결합하여 조화를 이루어 표출될 때 시너지 효과를 나타낼 뿐만 아니라 브랜드 이미지를 강화하는 커뮤니케이션의 효율을 극대화 시킬 수 있다는 결론을 도출하였다.

In currently visual media environment, the mechanism forms are diverse and intensive so as to deliver the communication message to the audiences effectively. According to this change, the typography of print media design should be understood as the design factor and represent the visual interest and attention with formative difference as well as the simple ‘looking-good composition of characters’, and it demands the research on the visual expression method to make the consumers who see the advertisement recognize the message brand pursues instantly and persuasively. This research is to find the characteristics of the formative linguistic typography which functions as the key visual communication of our time through the print media design, and by suggesting the applicability, it is to suggest the theological base for the expansive forms of typography which is applied to the posters or advertisement designs in the future. For this purpose, it divided the types that formative linguistic typography is applied to print media design into three forms and analyzed four characteristics in detail. As a result, it drew the conclusion that the characteristics of formative linguistic typography have the formative linguistic association individually, and when they connect with each other and express their harmony, it has the synergy effect to maximize the efficiency of communication strengthening brand image.

Effective advertising can help managers attract tourists to their businesses. This study examined whether matching advertising contents and language with tourists’ travel motivation would have positive impacts on tourists’ responses toward advertising through two consecutive between-subject design experiments. Both hedonic travel motivation and utilitarian travel motivation scenarios are designed. Then, two advertisements are designed for each experiment: affective advertising contents vs. cognitive advertising contents and assertive advertising language vs. suggestive advertising language. The findings demonstrate that respondents with utilitarian travel motivation showed more positive attitudes and behavioral intentions toward affective advertising contents than cognitive advertising contents. They also showed stronger behavioral intentions toward suggestive advertising language than assertive advertising language. In contrast, respondents with utilitarian travel motivation showed no different responses, between affective advertising contents and cognitive advertising contents, and likewise between suggestive advertising language and assertive advertising language. The findings imply that advertising contents and language can make significant impacts on tourists’ responses especially for tourists whose travel motivation is utilitarian. Thus, managers of local businesses should design different advertising to target local consumers and tourists. This study further implies that advertising can be managed to be more effective by matching its components with diverse aspects of destination and tourism.

이 연구는 간판 언어와 광고 언어에 나타나는 언어 유형을 분석함으로써 문화적 특성과 인간의 가치관이 어떻게 언어에 투영되어 있는가를 살펴보는 데 중점을 두었다. 언어란 문화 자체의 한 요소이고 일체의 문화적 활동의 기본이 된다. 언어와 문화는 서로 영향을 주고받는 관계로 언어를 통해 그 사회의 문화를 알 수 있으며 또한 그 사회의 문화는 언어에 반영이 되기도 한다. 특히 간판 언어와 광고 언어는 한국 사회의 특징을 보여주면서 사람들과 사회를 이어주는 친근한 언어 자료로서 일반 대중의 언어생활을 파악하는 데 있어서 정확한 언어 연구의 대상이 된다. 이 연구에서는 간판 언어와 광고 언어에 나타나는 언어 유형을 분석하면서 그 언어활동 속에 사회의 문화적 특성과 구성원들의 관습적 생활양식이 투영되어 있음을 확인하는 것이다. 간판에 나타난 언어 자료들은 언중들로 하여금 참여적이고 상황 의존적으로 만드는 특성을 지니므로 쌍방향적으로 충분한 의사소통의 역할을 한다. 간판은 우리 사회의 삶의 방식을 현저하게 드러내 주는 것으로서, 민감하게 사회의 변화를 반영하고 있으며 언중들의 사고방식을 투영하고 있다. 광고 언어 역시 실질적인 사회문화적 표현의 한 형태로서 언중들이 사용하고 있는 언어 현실을 반영한다. 광고의 다양한 언어 표현을 살펴보면 그 의미 구성과 해석의 과정 속에 사회문화적 상황이 연결되어 있으며 그 속에서 송신자와 수신자는 협동적 체계를 이룬다. 이처럼 실제 언어활동에서 드러나는 언어 모습에는 그 사회의 문화가 반영되어 있다. 효과적인 언어활동과 원활한 사회생활을 위해서는 사회 구성원들이 공유하고 있는 의미를 적절히 표현할 수 있어야 한다.

The purpose of this study is to observe the phenomena of the language expression in light of reflecting a nation’s culture, focusing on the Outdoor Advertisement and Advertising Languages. Language is not only the central element of culture itself but also the foundation of entire cultural activity. There is an important mutual relationship between language and culture and they influence each other. Especially, Outdoor Advertisement Language and Advertising Languages represent unique characteristics of Korean society and friendly language indexes which bridge between the society and people. We have learned that the cultural characteristics and the people’s life style in the society were smeared into the language activity by observing the typical lingual types found in the Outdoor Advertisement Language and Advertising Languages. The Outdoor Advertisement Languages play the important bidirectional role in making sufficient communication, which people can participate into as well as depend on the social environment. The language also dramatically reveals the style of social life. Thus, it reflects the changes in the society and also illustrates people’s viewpoint. The Advertising Language is also utilized in the society as a significant type of cultural and social expression currently. The process of understanding the meaning in variety of expression of Advertising Language can be keenly connected to the social and cultural circumstances, and is the cooperative system between the senders and receivers. Therefore, these kinds of language shape mirrors the social culture and make people use the language smoothly through the mutual meaning.

The purpose of this paper is to find out the meaning of studying advertising language. There are 3 functions of language in advertising. They are let the consumer can be understood the characteristics of product, impart a new meaning to the product to arouse consumer’s sympathy and strengthening the image or feature of the product. Linguists are mainly interested in the third. Because it shows many different aspects of use of language. The studies of advertising language by linguistics were done in 3 directions. They are creative production of language expression, optimal use of language and the power of language. Eventually, the power of language can encourage consumers to buy the product in advertising. Therefore, the study of advertising language is the study of the power of language. To understand the power exactly, a lot of help of neighbouring studies are needed. In this process, the external extension of linguistic study can be possible.

The purpose of this study is to analyze printed advertising language. For this purpose, this study examine the types of form and meaning composition methods of printed advertising language. The form types of printed advertising language are divided into word form, phrases and clauses form, sentence form. Word form type include ‘X+hakwon, X+kyouk, X+edu, X+ehakwon, X+academy, X+kwamok, X+kwamok+hakwon, X+kwamok+ kyosil, X+kwamok+yenku, X+kwamok+zenmon, X+kwamok+zenmon+ha- kwon'. Phrases and clauses form type include ‘X+uy+X', ‘X+wa/kwa+ X'. The semantic types of printed advertising language are divided into basic, professional, future, name, area. The composition methods of printed advertising language consist of lexical composition method and expression composition method. The lexical composition method include onomatopoeic, mimetic word, homonym, coined word. The expression composition method consist of ellipsis, intertextuality, figures of speech, symbols.