@article{ART002568719},
author={Otani, Teppei},
title={Commercial functions of vocabulary in advertisement expressions: The case of Gozonji in titles of magazine titles},
journal={The Japanese Language Association of Korea},
issn={1229-7275},
year={2020},
number={63},
pages={5-20},
doi={10.14817/jlak.2020.63.5}
TY - JOUR
AU - Otani, Teppei
TI - Commercial functions of vocabulary in advertisement expressions: The case of Gozonji in titles of magazine titles
JO - The Japanese Language Association of Korea
PY - 2020
VL - null
IS - 63
PB - The Japanese Language Association Of Korea
SP - 5
EP - 20
SN - 1229-7275
AB - Some commonly used Japanese expressions exhibit what the author calls ‘commercial functions’, in other words, advertisement-like nuances. These expressions often leave an impression of exaggeration because they are used in such a way that they are expected to convey something more than their lexical meanings.
In this paper, the author attempts to describe the characteristics of these advertisement-like expressions through analysis of the expression Gozonji, or 'You know', as they appear in the titles of magazine articles. For this purpose, the magazine article database Web-OYA and the analysis tool KH Corder were used. Further, for qualitative investigation, the author analyzed individual examples by a method of critical discourse analysis.
As a result of quantitative research, it became clear that Gozonji in the title of magazine articles can be divided into 'question type' and 'obviousness type'. In addition, it became clear that what is known as Gozonji has diversity. As a result of the qualitative survey, it became clear that both 'question-type' and 'obviousness type' tend to place the expression Gozonji at the beginning of the sentences, because it is easy for the viewer to see. The word Gozonji forces the viewer to determine the target as 'unknown / known' and in this regard, it can be said that a strong strategy is adopted for the use of the word, which differs from expressions in previous advertisements.
KW - You know;Commercial purpose;Critical Discourse Analysis;KH Coder
DO - 10.14817/jlak.2020.63.5
ER -
Otani, Teppei. (2020). Commercial functions of vocabulary in advertisement expressions: The case of Gozonji in titles of magazine titles. The Japanese Language Association of Korea, 63, 5-20.
Otani, Teppei. 2020, "Commercial functions of vocabulary in advertisement expressions: The case of Gozonji in titles of magazine titles", The Japanese Language Association of Korea, no.63, pp.5-20. Available from: doi:10.14817/jlak.2020.63.5
Otani, Teppei "Commercial functions of vocabulary in advertisement expressions: The case of Gozonji in titles of magazine titles" The Japanese Language Association of Korea 63 pp.5-20 (2020) : 5.
Otani, Teppei. Commercial functions of vocabulary in advertisement expressions: The case of Gozonji in titles of magazine titles. 2020; 63 : 5-20. Available from: doi:10.14817/jlak.2020.63.5
Otani, Teppei. "Commercial functions of vocabulary in advertisement expressions: The case of Gozonji in titles of magazine titles" The Japanese Language Association of Korea no.63(2020) : 5-20.doi: 10.14817/jlak.2020.63.5
Otani, Teppei. Commercial functions of vocabulary in advertisement expressions: The case of Gozonji in titles of magazine titles. The Japanese Language Association of Korea, 63, 5-20. doi: 10.14817/jlak.2020.63.5
Otani, Teppei. Commercial functions of vocabulary in advertisement expressions: The case of Gozonji in titles of magazine titles. The Japanese Language Association of Korea. 2020; 63 5-20. doi: 10.14817/jlak.2020.63.5
Otani, Teppei. Commercial functions of vocabulary in advertisement expressions: The case of Gozonji in titles of magazine titles. 2020; 63 : 5-20. Available from: doi:10.14817/jlak.2020.63.5
Otani, Teppei. "Commercial functions of vocabulary in advertisement expressions: The case of Gozonji in titles of magazine titles" The Japanese Language Association of Korea no.63(2020) : 5-20.doi: 10.14817/jlak.2020.63.5
