조선시보(朝鮮時報)』광고의 문자와 삽화에 대한 고찰

Abstract

This study focused on several advertisements published in a Japanese newspaper published in Busan during the Japanese colonial period, and studied how advertisement writing and drawings were used and played a role. Various character notations were used to emphasize the uniqueness and marketability of trade names and products. You can notice adverts arranged horizontally or upside down in the arrangement of advertisements and commercial text, which aims to attract consumers' attention on advertisements by leveraging unexpectedness and uniqueness. It was written in many languages with the intention of conveying an exotic and luxury image by implying that things featuring English are imported or technology-related. Products containing Korean language are limited to pharmaceuticals, liquor, oil, Jintan, toothpaste, and so on, but it demonstrates Japanese companies' or retailers' localization strategy and shows that they are paying attention to Korean clients. Advertisements written in Hangeul, on the other hand, appear to be limited to one-time advertisements: "고무靴" refers to Korean rubber shoes, while "ゴム靴" refers to rubber boots and rubber sneakers, indicating a distinction between products in Korean and Japanese. Advertisements that employ illustrations as the primary advertising medium and reduce text are meant to improve consumers' understanding of commercials fast by clearly and briefly describing the functions, contents, and locations of products. The cartoon-style graphics and handwritten adverts in the "Acadama Port Wine" advertisement are refreshed every few days, and it is distinguished by not stressing products or trade names.