일본 신문광고 캐치카피의 반복표현 양상에 관한 고찰

Abstract

The present study was intended to consider the aspects of the phrase repetitive used on the catchphrases presented on the Japanese newspaper advertisements from a text linguistic point of view, and to observe the aspects of its usage by industry. As a result, the alliteration accounted for 3.6% of the total phrase repetitive used for the catchphrases of the newspaper ads, and the rhyme accounted for 2.6%, given little weight. The noun phrase repetitive was used the most, accounting for 42.5% of the total, for the morphologic cohesion method. For the syntactic cohesion method, the number of the sentences having a perfect syntactic structure was 95 out of total 583 phrases repetitive, accounting only for 16.3%. Such a result reflects a nature of the texts used for newspaper ads; using non-syntactic short phrases rather helps draw interests of the consumers by making a strong impressive point. The parallelism, one of the semantic cohesion methods, repeats a phrase in the following sentence in a different form such as affirmative, negative, possible, or causative statement, providing stability for the consumers, thereby emphasizing the meaning to be delivered. The anaphora, using a word or concise phrase that has the same reference as the sentence previously used, put more weight on the following sentence. The inversion, changing the arrangement of the sentence that is previously arranged in normal order and using it in the following sentence, causes consumers’ interests and makes it easy to remember with a sense of rhythm. A play on words is utilized as the cohesion method that lasts long in a consumer’s memory by calculating the exact position of the repetitive homonym which is a nature of newspaper ads, enabling recognizing the text visually as well as repeating the sound. As a result of investigating the aspects of usage of the phrase repetitive by industry, among the targeted 6,352 catchphrases presented on the newspaper advertisements 583 catchphrases included phrases repetitive, accounting for 9.2%. The industry that uses a phrase repetitive the most was a public institution; 20 out of 95 catchphrases included phrases repetitive, accounting for 21.1%. On the other hand, the industry that uses a phrase repetitive the least was a media; 87 out of 1,572 catchphrases used phrases repetitive, accounting only for 5.5%. It is considered due to a nature of media industry using phrases repetitive may lose trust on the text. The most used cohesion method in general was the parallelism accounting for 43.9% of the total, and the morphologic cohesion method also accounted for high percentage as 34.3%. The least used cohesion method was the inversion which accounted for 1.2 %. From the above mentioned, it can be learned the phrase repetitive used for the catchphrase of the newspaper advertisement, plays each different role accordingly as a phonological, a morphological, a syntactic, or a semantic cohesion method.