도시브랜드 슬로건의 언어표현 양상과 화용적 의미기능 연구

Abstract

This thesis studied about the language expression aspect of city brand slogan and its Pragmatic Meaning. First, an overall condition of city brand slogan, and considered language expression aspect of that was examined . On the basis of this, its pragmatic meaning is divided into fundamental meaning, expanded meaning, and new meaning. Its function is also studied . The main contents are summarized as follows. First, to consider the present condition of city brand slogan, our nation’s city slogan was collected and investigated. So there are ninety-one slogans collected and they are examined about its trend making. As a result, it was found the sentence structure is typed as well as language expression is made by English, Korean and English plus Korean etc. Despite this, sometimes silmilar words are used. That is to say, main words are love, hope, life and beautiful etc. And these words have quite cognate meaning. Second, the aspect of language expression of city brand slogan was examined. The aspect of language expression is divided into English writing, Korean writing and mixed writing of English plus Korean. The English writing is divided into three types. The first is the modification structure which are adjective plus noun and noun plus prepositional phrase. The second is the parallel structure which is noun plus noun. The last is the sentence structure which is exclamation plus noun. The parallel structure has a strong utterance intention to express the image of city noun. But the modification structure has an advantage to convey utterance meaning easily and fast. And the sentence structure has an advantage to convey intended meaning clearly and specifically. Third, pragmatic meaning function of city brand slogan was examined. They perform a function of conveying meaning which is actually basic meaning. The basic meaning conveys slogan’s message based on utterance meaning, and the extension meaning conveys message to make use of background information such as utterance context or local government’s policy. Meanwhile the new meaning is made by blending an initial letters, so it could be inferred as conveying meaning without depending on other information. That is, the listener has no helping information to understand speaker’s utterance meaning, so he could not accept the speaker’s meaning. In this thesis, slogan’s analysis is limited to its linguistic expression, because this study emphasize on communication from Korean linguistics. However, communication is not composed of linguistic elements only, so city slogan’s visual elements such as logo or graphic should be studied together.