매체 변용과 광고 언어의 특성* －텔레비전 광고와 인쇄 광고를 중심으로

Abstract

The purpose of this paper was to observe in which way the structure and functions of advertising language are transformed according to media. For this purpose TV advertising language and printed advertising language were selected as the subjects of comparison in this study, and when an advertisement was presented on two different media with the same message, observed differences in their copywriting and message constitution were mainly investigated. As a result message constitution according to the transformation of medium appeared to have two aspects. One was developed toward complementing the weak points of TV advertising medium, the other was toward overcoming the weak points of printed advertising medium. The TV advertising medium had two important weak points. One was the time limit and the other was the insufficient presentation of verbal information in message constitution. The latter may be a weak point related to the time limit. This circumstance can be improved by transformation of verbal information in the printed advertising. As methods of transformation, ‘addition of contents of copywriting, substantiation of copywriting contents, reconstitution of copywriting’ were identified. Weak points of printed advertising are in that message transmission is dependent only on the vision of listeners. Furthermore even though presentation of all-out information is possible, the printed advertising has to give up multi-sensual transmission and free scene transformation that are the strong points of TV advertising. As a method to overcome these drawbacks, transformation method of non-verbal information was mostly attempted. ‘Omission of scenes, simplification, integration and reconstitution’ were observed.