전기ㆍ전자 제품군 TV 광고의 텍스트 정보성- 냉장고․세탁기․에어컨의 2000년대 TV 광고를 중심으로 -

Abstract

This is a study on the textuality of TV Advertisement in the electrical & electronic categories. The ads in electrical & electronic categories are limited to home appliances ads ; concretely refrigerators, washers, air conditioners ad. of the noughties. The study is especially focused on text-informativity among textualiy. : How producer controls the text-informativity to arouse receiver's interest. To call receiver's attention, Producer can make the verbal elements(information) in the first part of the ad have discontinuity, discrepancy. The verbal elements(information) with discontinuity and discrepancy are separated into 12types ; #0, #1, substitution, context, incompletion, discrepancy, omit, new info, reason, title, deixis, question. '#0' is that there is no verbal element in the first part of ads. '#1' is that verbal elements do not interest receiver. Discrepancy is the case that verbal information has discrepancy in universal knowledge. Context is the case that receiver should concentrate on the context to understand what they watch. The sense of incompletion, omit, reason, title, deixis, question is a literal meaning. To sum up, the result is as follows : Types arranged from largest to smallest are incompletion, new info, reason, omit, deixis, question, title, #0, discrepancy, context, substitution, #1. And #1 is not in refrigerators, washers, air conditioners ad.