Development of Linguistic and Non-linguistic Constructions of Modernity: Comparative Analysis of Korean Television Commercials in 2002 and 2015
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
The present study explores how the manifestation of modernity identity via English mixing in Korean TV commercials has changed over the last 13 years. Since Lee’s (2006) analysis of Korean TV commercials broadcast in 2002, there has been changes in the English education system, and the number of proficient bilinguals has greatly increased in Korea. This study tested how these changes influence the way that modernity identity is realized in contemporary Korean TV commercials. A total of 15 pairs TV commercials broadcast in 2002 and 2015 were analyzed for linguistic and non-linguistic manifestation of modern identity. Results showed that the commercials in 2015 presented English mixing in more direct and explicit ways compared to the commercials in 2002. These findings suggest that the realization of modernity identity in Korean TV commercials has developed over the past decade.
Abstract
The present study explores how the manifestation of modernity identity via English mixing in Korean TV commercials has changed over the last 13 years. Since Lee’s (2006) analysis of Korean TV commercials broadcast in 2002, there has been changes in the English education system, and the number of proficient bilinguals has greatly increased in Korea. This study tested how these changes influence the way that modernity identity is realized in contemporary Korean TV commercials. A total of 15 pairs TV commercials broadcast in 2002 and 2015 were analyzed for linguistic and non-linguistic manifestation of modern identity. Results showed that the commercials in 2015 presented English mixing in more direct and explicit ways compared to the commercials in 2002. These findings suggest that the realization of modernity identity in Korean TV commercials has developed over the past decade.
참고문헌 (23)
- Ahn, J., "Enhancing Recall and Recognition for Brand Names and Body Copy: A Mixed-Language Approach", Journal of Advertising, 37, pp.107~117 (2008)
- Bhatia, T. K., "Advertising in Rural India : Language, Marketing Communication, and Consumerism" (2000), Tokyo Press
- Flowerdew, J., "Globalization Discourse: A View from the East", Discourse and Society, 13, pp.209~225 (2002)
- Geis, M., "The Language of Television Advertising" (1982), Academic Press
- Giddens, A., "The Consequences of Modernity" (1990), Polity
- Haarmann, H., "Symbolic Values of Foreign Language Use: From the Japanese Case to a General Sociolinguistic Perspective" (1989), Mouton de Gruyter
- Hall, S., "Modernity and its Futures", pp.1992, Polity Press
- Hill, J., "Styling Locally, Styling Globally: What does it Mean?", Journal of Sociolinguistics, 3, pp.542~556 (1999)
- Janiszewski, C., "Effects of Brand Logo Complexity, Repetition, and Spacing on Processing Fluency and Judgment", Journal of Consumer Research, 28, pp.18~32 (2001)
- Jung, K., "The Genre of Advertising in Korean: Strategies and “Mixing”", The Three Circles of English, pp.257~275 (2001)
- Lee, J., "Linguistic Constructions of Modernity : English Mixing in Korean Television Commercials", Language in Society, 35, pp.59~91 (2006)
- Long, M., "Focus on Form in Classroom Second Language Acquisition", pp.15~63 (1998), Cambridge University Press
- Martin, E., "Mixing English in French advertising", World Englishes, 21, pp.375~402 (2002)
- McGrew, A., "Modernity and its Futures", pp.1996, Polity Press
- Piller, I., "Media Texts: Past and Present", pp.265~281 (2000), John Benjamins
- Piller, I., "Identity Constructions in Multilingual Advertising", Language in Society, 30, pp.153~186 (2001)
- Piller, I., "Advertising as a Site of Language Contact", Annual Review of Applied Linguistics, 23, pp.170~183 (2003)
- Shim, R., "Englishized Korean : Structures, Status, and Attitudes", World Englishes, 13, pp.225~244 (1994)
- Shin, J. A., "Syntactic processing in Korean–English bilingual production: Evidence from cross-linguistic structural priming", Cognition, 112(1), pp.175~180 (2009)
- Takashi, K., "Language and Desired Identity in Contemporary Japan", Journal of Asian Pacific Communication, 3, pp.133~144 (1992)
- Tam, K., "Englishization in Asia : Language and Cultural Issues" (2009), Open University of Hong Kong Press
- Waters, M., "Globalization: Key Ideas" (1995), Routledge
- Yoon, K. E., "CLT Theories and Practices in EFL Curricula: A Case Study of Korea", Asian EFL Journal, 6, pp.1~16 (2004)