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Korean and Chinese Expression using Rhetorical Puns in the Digital Space

Kim Eun Hee 1

1전주대학교

Accredited

ABSTRACT

With the changes of the times, minds and values of people are changing, and new words and expressions are emerging. As the number of single-person households increases, new words like Iot(Internet of things) are created and popular. These changes in the times demand changes even in common products. Media advertising is the language that best reflects the changes and needs of today's people. In the fields of media advertising, new words or phrases are created continuously. This study was started with the curiosity about them in media advertising. In this paper, the scope of media advertising is expanded by adding the digital, social media, etc. to existing four media advertisements, and to include other domains of advertising expressions as needed. This paper is divided into two parts : the patterns of combination of media advertising words and the advertisement quotes. The combination of media advertising words means that more than one letter of words is used in the transformation of the characters. Advertisement quotes are the expressions of advertising words that use phrases such as existing parody, idiom, rhyme, and character transformation. Among the media advertising words exemplified in this paper, there are many expressions using a pun. I agree with Kelly (1975) that pun is a humor effect that a word or phrase implies to produce more than two meanings and this paper compares expression patterns in Korean and Chinese media advertising words and texts.

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