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A Study on the Aspect and Consciousness of Foreign Language in Advertisement - Centering around the magazine of advertisement -

  • Korean Language & Literature
  • 2009, (71), pp.163-187
  • Publisher : Korean Language & Literature
  • Research Area : Humanities > Korean Language and Literature

강연임 1

1목원대학교

Accredited

ABSTRACT

This thesis is studied about a language using and consciousness of foreign language in advertisement. These days in advertisement using foreign language is so much with frequency. Because a producer of advertisement would raise up satisfaction of advertisement to customers in various point of view. So it is examined that aspects of using foreign language is divided into writing and meaning, and is looked into language consciousness of foreign language with superiority, group consciousness, and expression consciousness. 1. It is studied about writing aspect of foreign language in advertisement. In advertisement, there are three writing forms. First it is written in korean language of all every words, sentences. Second there is mixing writing forms, so the words that foreign language is written by english and the words that korean language is written by korean. And third, every sentences are only written by english. 2. It is examined about meaning aspects of foreign language in advertisement. The case that combined foreign and korean language and wrote korean language all kinds of words would be happen meaning change. But the expression of english writing either word or sentence could not happen meaning change because customer could do a translation into korean. 3. The using foreign language is for a superiority through differentiate strategy. So the customer that use foreign language has a thought of superiority, and they think they are not the same as other customer. These differentiation could give expression to use foreign language. This is a strategy that makes for customer's superiority. 4. The using foreign language is for new expression and group consciousness. Every utterance are search for new, and fresh expression always. In advertisement foreign language is used for new expression often. Using foreign language means high quality imagnation and differentiation socially, and due to these actual condition advertisement uses to foreign language. 5. Using foreign language is for various expression through meaning change. In advertisement it is used incompatible words for making sentence to change meaning. And it is made new and fresh expression.

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