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The Meaning Analysis of Indirect Expressions in Written Advertisement

  • Korean Semantics
  • 2002, 10(), pp.73-96
  • Publisher : The Society Of Korean Semantics
  • Research Area : Humanities > Korean Language and Literature

Keumhyun Moon 1

1숙명여자대학교

ABSTRACT

Moon Keum-Hyun. 2002. The Meaning Analysis of Indirect Expressions in Written Advertisement. Korean Semantics, 10. I studied the meaning of indirect expressions in written advertisement. I analyzed the data of <CREATIVE ANNUAL OF KOREA>(1996-1999). In section 2, I grasp the concept and the creation motives of indirect expressions. Indirect expressions don't express directly the intention of accomplishment acts, however it express in a roundabout way by other expressions, and then it revealed indirectly accomplishment acts. In section 3, I analyze the data of indirect expressions in written advertisement and classify types. Indirect expressions are divided into several classes by the creation motives, that is, metaphor, metonymy, satire, implication, indirect speech acts, proverbs etc. First, many indirect expressions belong to the implication. Therefore the implication is the most typical indirect expression. Implying indirectly the intention of expression is a general expression strategy of written advertisement. Metaphors among the rhetorical devices appeared many times. Because metaphor is the center of the recognition system. Second, the type of sentences reveal the high frequency of descriptive sentences, and the structure of sentences are short and simple. Third, if the meaning of indirect expressions are delivered well, thinking power of consumer should to develope step by step. The written advertisements by the communicative method of one step are connected the literal meaning and implicative indirect meaning. On this account, the constructions of meaning are easy. The communicative method of two, three, fourth steps are complex.Lastly, the advertising firms use the indirect expressions in written advertisement for the sake of watching the effects by linguistic, psychological, social factors.

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