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Communicative Structure and Linguistic Features of Internet Advertisement

  • Korean Semantics
  • 2004, 15(), pp.93-120
  • Publisher : The Society Of Korean Semantics
  • Research Area : Humanities > Korean Language and Literature

Lee, Eunhee 1

1한성대학교

Candidate

ABSTRACT

Lee, Eun-Hee. 2004. Communicative Structure and Linguistic Features of Internet Advertisement. Korean Semantics, 15. Although Internet is a newly emergent medium with the development of information and communication technology, it has become one of the most influential advertising media due to its rapid spread, This study examines the linguistic features of Internet advertisement, focusing on what effects Internet as a communication means has on linguistic expressions. To do so this study analyses the linguistic features of the main banner advertisements displayed in the first screen of the five representative portal sites of daum, naver, nate, empas, and yahoo, which were collected for 30 days from March 8, 2004 to April 6, 2004.This study investigates the characteristics of communicative structure which are shown in those Internet advertisements. And based on the result, it explores the linguistic features in the respective aspect of text formation and language expression. The text formative characters the Internet advertisements contain are discussed in terms of both the practical use of fusion text advantages and the desirable pursuit of intertextuality. The linguistic characters are approached in the three aspects of interest-focused expression, gift-presented expression, explicit expression.

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