A Cognitive Research on Synaesthetic Metaphors in Korean and Chinese Aevertising
This study is intended to examine synesthetic metaphor shown in Korean and Chinese advertisement from the viewpoint of cognitive linguistics, and to discuss the characteristics of both Korean and Chinese language and culture. This paper surveyed and compared the occurrence patterns of Korean and Chinese synesthetic transfer according to the category of business. Besides, an attempt was made to find out the characteristics of advertising language by contrasting those with synesthetic transfer pattern of sensory adjective shown in normal language, not advertising language. First, the categories of business that actively used the synesthetic transfer included food, cosmetics, information and communication, electrical and electronics business, and the like. And these categories of businesses are closely related to specific sense in the cause of the features of products. Accordingly, these can be regarded as cases where the sense is emphasized and expressed in the advertisement as well. On the other hand, the category of business, where synesthetic metaphor was not shown, included pharmaceutical (medical) business, financial (insurance) business, company (construction business), and the like. Second, synesthetic metaphor shown in an advertisement was shown in much more diverse and active patterns in the Korean language according to the survey. With regard to TV commercials, in Korea, the synesthetic transfer was shown in all of 6 categories of businesses to be surveyed by this study, including the food business. However, in China, it was possible to check that there was synesthetic transfer in 4 categories of businesses such as food, cosmetics, information and communication, and electrical and electronics business. Too, there were quite a few cases. This can be said to show that the Korean language more actively utilizes synesthetic transfer in an advertisement than the Chinese language in general. Third, the synesthetic transfer shown in an advertisement is generally similar to the synesthetic transfer pattern of sensory adjective shown in normal language. It should be thought that, besides the scope of sensory language, the particularity of advertising language also causes the synesthetic transfer to be shown in an advertisement, which is not shown in some sensory adjectives.