<독립신문>에 나타난 광고 언어의 사용 양상

Abstract

The purpose of this study is to research the early aspect of use of advertising language with the subject of <The Toknip Shinmun>. To achieve this purpose, researching the aspect of use of headline, body copy and advertiser was essential. First of all, contrary to the modern advertisement, the early advertisement in <The Toknip Shinmun> uses the advertiser, that is, the name of company, the name of goods or the location of company as a headline and subheadline. It means that the name of company and the location of company are important matter and it has an intention to participate the readers who are consumers into the conversation. And at the same time, it seems that it has intention to recognize advertiser while focusing consumer's eye on the advertiser. The main part of advertisement, body copy suggests the price information of goods(cheap) and the kind of selling goods directly. Particularly, in the case of body copy which has no headline, the specific letter is written in bold strokes to increase the effect of persuasion. The use of advertiser and slogan which are included in the ending part is common in modern advertisement but the advertisement in <The Toknip Shinmun> treats it partially. The study of constituent of the early advertisement in <The Toknip Shinmun> shows that the advertisement which is only composed of body copy is the highest frequency as 43.86%(the cases of 50). The advertisement which is composed of headline is 46.49% of the whole(the cases of 53), and the use of advertiser and slogan appear in part. Through this phenomenon, we can know that the understanding about the part of the beginning, middle and the end of advertisement in <The Toknip Shinmun> is focused on the early advertisement.