정책 광고의 표현 특성 연구

• Published in: 언어학 연구 no. 36; pp. 183 - 213
• Main Author: 윤재연(Jae-Yeon Yoon)
• Format: Journal Article
• Language: Korean
• Published: 한국중원언어학회 01.07.2015
• Subjects: 언어학; text expression; image(scene); 영상(장면); 전형성; 정책 광고; 메시지 전달 방식; policy advertisement; 텍스트 특성; TV advertisement; message transfer manner; TV 광고; text characteristic; typicality; 텍스트 표현
• ISSN: 1975-8251; 2508-4259
• DOI: 10.17002/sil..36.201507.183

This study was intended to identify the characteristics of expressions adopted in TV policy advertisements during the Lee administration (2008.02.25.~ 2013.02.24). The number of policy advertisements is 79, and 50 product advertisements as a control group are analyzed supplementally. It seemed that policy advertisements showed a typical characteristic of being outdated and boring. This typicality could be a major cause of the poor communication between the government and the public. More detailed characteristics of the typicality are as follows. First, the manner of message transfer is generally comprised of the narration type, more frequent than the control group. This type is not an effective in drawing watchers' attention, thus seemingly failing to arouse interest among watchers. Second, policy advertisements tend to utilize much talk compared to the control group, using the hearer honorific system. This characteristic distracts watchers' attention; besides, ‘hapsyo’ as a word final ending that expresses respect is mostly used. Finally, images (scenes) among different policy advertisements are much similar to one another, so watchers have an impression that policy advertisements are all the same. KCI Citation Count: 0