한국어 방송 광고 헤드카피에 대한 운율분석

Abstract

This paper describes the prosodic characteristics of spoken head copies selected from Korean broadcast advertisements. 73 head copies were prosodically labeled using K-ToBI(Korean Tones and Break Indices) labelling conventions. Head copies showed slightly faster speech rate than declarative read sentences reported in the other previous studies[5.4 syl/sec]. H% & L% intonation phrase final tones occurred more frequently compared to other speech styles. Female speakers showed higher frequency of H% final tones than male. Mean duration of an intonation phrase was 984 msec and the number of accentual phrases included in it was 1.7. The average number of words and syllables within an intonation phrase was 2 and 5.3 respectively. This fact reveals that the mean duration of intonation phrases collected from head copies are shorter than that from declarative read sentences. Accentual phrase final La tone was more frequently used in head copies. One word accentual phrase was more frequently observed compared with declarative read sentences as well. Intonation phrase medial accentual phrases had more words and syllables than intonation phrase final accentual phrases, which showed some discrepancy to the previous studies. The average slope of accentual phrase final rising tones showed statistical difference between female(0.22) and male(0.14). That of accentual phrase final falling contours also showed statistically different result between female(-0.21) and male(-0.12). Both were efficient under 90% significance level.