영어 광고에 대한 언어학적 연구 및 교육적 활용

Abstract

A Linguistic Analysis of Advertising English and Its Application to English Teaching Kim, Soo-JungJhang, Se-EunKim, EunilNam, Jung-MiThere have been great interests in ‘what to teach’, i.e., teaching materials, followed by ‘how to teach’, i.e., teaching methodology in English teaching fields. Along this trend, much attention has been put on authentic materials to compensate for traditional textbooks. The authentic materials should not only develop learners’ communicative skills, but also help understand the culture of target language and foster learners’ critical thinking (Erkaya 2005). In this respect, advertising English is considered a useful material for authenticity and up-to-date lexicon in English teaching. The purpose of this study is two-folds. First, it examines linguistic aspects of advertising English. About 300 advertisements, listed in four major English magazines in the 2000s, were examined. Various linguistic tactics or strategies were employed in advertising English. Phonological aspects are characterized with alliteration, rhyme, pun, humor, repetition of certain sounds. Morpho-syntactically, simple and colloquial vocabularies are preferred. Neologisms, adjectives and proverbs are commonly used. Imperatives and ellipsis are used to draw people’s attention. Semantic ambiguity and paradox are frequently adopted. Advertising English, at the same time, displays a paralinguistic aspect of target language’s culture. Secondly, this study seeks how advertising English can be employed in English teaching. Through the real classroom teaching using advertising English as an authentic material, students felt it increased their motivation and interests in class and helped understand English culture. Finally, this study proposes a lesson plan where English learners are encouraged to present or design English advertisement.