공익광고 텍스트에 나타난 지시화행의 실현 양상 연구

Abstract

The purpose of this study is to examine the implementations of directive speech acts in the statements of public service advertisements. A speech act focuses on directing the viewer to perform a certain act, expressing the desire of the viewer or demonstrating the actions that will be performed by the viewer in the future. It is a powerful form of speech in that the viewer performs the act while the speaker only voices the statement. Controlling the power of the speech act depends on the expressions that are selected for the act. This study examines 372 directive speech act statements from 176 print public service advertisements. Speech acts tend to be implemented in either a direct way through imperative endings or performative verbs, or in indirect ways that are not explicit but nonetheless expressed in a way that the intent of the speaker can still be understood. The results of analyzing the 372 directive speech act statements from 176 print public service advertisements are as follows. The direct method occurred 16.67% of the time while the indirect method was divided into static indirect speech act and non-static indirect speech acts, constituting 27.4% and 72.6% of all the statements respectively. Of the static directive speech acts, proposing was used most frequently. Proposing, rather than unilaterally directing the viewer, implies that the speaker will also participate in the act, somewhat weakening the imperative implications within the directive acts. Non-static indirect directive speech acts contains an act that is different to the one being spoken, adding difficulty to the interpretation of the directive speech act in each context. However, it is the method that is preferred in contemporary public service advertisements. Early public service advertisements viewed the viewer as a constituent of the society that has to be unilaterally taught of the message. However, the perspective has changed and now views the viewer as the counterpart of a two-way communication. In turn, this is reflected in the changes to the implementation of directive speech acts. This study aimed to define realization aspect for conversational strategies of disagreement speech act in spoken language. The disagreement speech act refers to the unacceptable case about testimony act and indication act of preceding speaker, and ‘disagreement’ speech act of escorting speaker is expressed as the way of opposition about representatives and as the way of refusal about directives.