일본 신문광고에 사용된 통신언어에 관한 고찰

Abstract

This study examined the functions of special characters and supplementary symbols with focus on them among different aspects of communication languages used in the catch copy of Japanese newspaper ads. The research has revealed that usage of such communication languages highlight the messages of ads and stress the image of context. When the changes in the aspects of communication languages were examined by era and business type, there were no cases where special characters and supplementary symbols were used during the first stage, whereas there were the most number of cases where special characters and supplementary symbols were used during the second stage. When the roles of special characters and supplementary symbols were analyzed through specific examples, there was only one case where special characters (emoticon) were used; the reason why special characters were hardly used as advertising language is perhaps because of the concerns about rejection of viewers and adverse effects. As for supplementary symbols, musical notes, hearts and stars were used the most; musical notes and hearts were attached to the end of sentences to stress the rhythms of entire sentences, and stars stressed the visual aspects. In addition, general punctuation marks were used in the middle or at the end of sentences; it indicates that punctuation marks can enable a newspaper catch copy, a form of written language, to contain an auditory image and therefore to be perceived as a spoken language.