Analysis on the Characteristics of Phrases of Print and TV Public Advertisements

김미형

In this paper, the difference between the printable version and the TV version of public advertisements with the same subject and contents is discussed. The phrases in printable public advertisement are mostly literary style, which can be similar to writing style in speech as well as soliloquy type of statement. The TV version of public advertisements is expressed through dialogue, narration, and subtitles. Among them, dialogue is not an extempore colloquial style, however, can be seen as a colloquial style, since a copywriter created it in order to express such. Narration is absolutely not a colloquial style. How ever, it is also different from a literary style. Since a narration is written for there citation, it can be looked as a medium between a colloquial and a literary style. Subtitles have similar characteristics with entries in printable public advertisements, and can be seen as literary phrases. The printable advertisements with visual writing on a paper and the TV advertisements with pictures and sound are different in several sentence structural characteristics. The length of sentence, the types of sentence (declarative sentence, imperative sentence, interrogative sentence, exhortative sentence, exclamatory sentence, conclusion, obligation, intention, supposition), the omission of subject, the kind of honorific expression, the use of modifying clause, and conjunction are also analyzed.

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KCI Citation Counts (13)
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REFERENCES (21)
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* 2021년 이후 발행 논문의 참고문헌은 현재 구축 중입니다.

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