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Commercial Function of the Vocabulary Used in Blurbs -The Use of Onajimi ‘Familiar’ in Magazine Article Titles-

  • Journal of Japanese Culture
  • 2019, (80), pp.87-109
  • DOI : 10.21481/jbunka..80.201902.87
  • Publisher : The Japanese Culture Association Of Korea (Jcak)
  • Research Area : Humanities > Japanese Language and Literature
  • Received : December 19, 2018
  • Accepted : February 1, 2019
  • Published : February 28, 2019

Otani, Teppei 1

1나가사키외국어대

Accredited

ABSTRACT

Some commonly used Japanese expressions exhibit what the author calls commercial functions or advertisement-like nuances. These expressions often leave the impression of exaggeration because they are used to convey something more than their lexical meanings. In this paper, the author attempts to describe the characteristics of these advertisement-like expressions through an analysis of the expression onajimi ‘familiar’ as it appears in magazine article titles. For this purpose the magazine article database Web-OYA and the analysis tool KH Corder were used. For the qualitative investigation, the author applied critical discourse analysis to individual examples. The results suggest that meanings resulting from commercialization are present in the use of onajimi in the titles of magazine articles, as has been shown for the expressions wadai and tyuumoku (Otani 2017, 2018b).

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