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A Study on the Catchphrases in Japanese Newspaper Ads and Their Semiotic Analysis

  • 日本硏究
  • 2013, (34), pp.23-38
  • Publisher : The Center for Japanese Studies
  • Research Area : Humanities > Japanese Language and Literature
  • Published : February 20, 2013

kwon ik ho 1 song sookjeong 1

1중앙대학교

Accredited

ABSTRACT

This study verified through the used sentences whether the word ‘日本', employed in the catchphrases in Japanese newspaper advertisements, plays the role of a linguistic sign with connotations. As a result, it is known that the connotation of the word ‘日本' serves as an ideological subject to be protected, saved and safeguarded, identified with the world as the supreme value, getting beyond Japan and the image based on the national value. The research further shows that ‘日本’ implies a stronger connotation when pronounced as ‘にっぽん’ than when pronounced as ‘にほん’, and in a sentence in which the state ideology of nationalism is strongly expressed, ‘日本 is pronounced as ‘にっぽん'. The study also shows that the word ‘日本’ as a linguistic sign has developed into a myth through the interaction with the signs connected with each other.

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