‘텔레비전 수상기’의 TV 광고 변천에 대한 텍스트언어학적 연구

Abstract

This is a diachrony study on the changes in TV Advertisement of the advertisement of the TV sets. The study targets the 125 ads of the TV sets from the 1970s to 2000s. The goal of this study is to identify the distribution of text composition type. The study was conducted to see how text construction is in ads forms and contents. Analysis shows the methods of text construction are confirmed that there are 8 types : CM, CM+M(+J), CM+N(+J), CM+M+N(+J), M(+J), NA(+J), NA+M(+J), and the rest. 'CM' is the case in which ads are composed of CM-song. 'M' is the case in which the only speaker to deliver messages of ads is a model. 'NA' is the case in which the only speakers to deliver messages of ads is a narrator. '+' of each type means two elements appear at the same time. J of '(+J)' of each type means Jingle. J is in the bracket. That's because Jingle appears randomly. Specific characteristics of each type of ad composition are as follows: NA makes up the highest percentage among 8 types of ad composition. because NA ratio is high, different types are low relatively. Especially, ratio of the types of CM are low mostly. These results are due to the fact that television is a high-contribution-reasoning product. Specific characteristics of each type of ad composition are as follows: NA makes up the highest percentage among 8 types of ad composition. Because NA ratio is high, different types are low relatively. Especially, ratio of the types of CM are low mostly. These results are due to the fact that television is a High-involvement & rationality product. Specific characteristics of every era of ad composition are as follows: NA is the type that makes up the highest percentage on every era. Television sets advertising is made in a similar way at any time. It is also noteworthy that M-type ratio shows low on every era.