韓国における言語景観から見る外来語受容に関する考察 ─百貨店内の店舗名に関する調査から―

Abstract

This study is an investigation about the commercial language landscape in Korea. As a result of the investigation about a store name in the department store of Korea, the next points became clear. ①In every department store, the name of the domestic brand shop has loan words (non󰠏Korean) mainly. ②Transcription of the shop name of the Korean origin is by the alphabet mostly. ③Loan words in English are used more than 60 percent for the name of the domestic brand shop. In addition, more than 80 percent are the language of Europe and US. From the above result, the consciousness for the loan word in Korea and the height of the market value of English became clear. On the other hand, the writer considered the appointment of the model with the domestic brand affiliated with Europe and America, n addition to the adoption of the language of Europe and US. As a result, it became clear that “the feeling of European󰠏American󰠏like” creates sense of high󰠏class and of extraordinary, and the adoption of the language of Europe and US and appointment for European and American model are functioning effectively for it. In addition, This researcher compared the recent trend of language landscape in Korea with the trend of Japan, and both Japan and Korea showed the same appearance regarding the adoption of loaned language. For loaned language and foreign language It turned out that “freshness stepping down(新鮮さ逓減)” was happening. At the same time, This researcher would like to pay attention to the fact that the name of the store that has Asian concept can be seen.