TV 식품 광고 변천의 텍스트 언어학적 연구 - 텍스트 정보성을 중심으로 -

Abstract

This study is about textuality of Food advertisement. How textuality of Food advertisement changes according to the times is examined. The subjects of the study are Food ads. over the past 40 years(1970～2009). A period of 40 years is divided into 4 groups. ; the 1970s, the 1980s, the 1990s, the 2000s. The number of subjects is 582. Textuality is a essential for communication between the text producer and the text receiver. The focus of this study is on the informativity among 7 textuality ; intentionality, acceptability, cohesion, coherence, informativity, intertextuality, situationality. The informativity is about how probability is. Infomation containing discontinuities and discrepancies makes it difficult for people to predict so that it appeals to receiver. The focus on informativity is about how verbal elements in the first part of Food advertisements appeal to receiver. There are 12 types of appealing methods of verbal elements ; #, V, deixis, anaphora, incompletion , omit, question, context, discrepancy, new-information, reason, title. # is that verbal elements do not interest receiver. V is that visual elements appeal to receiver much better than verbal elements do. Deixis is that usage of deixis interests people. Anaphora is that anaphora is used in the first part of Food ads. Incompletion is that a continuous unfinished sentence(utterance) forms the first part of Food ads. Omit, question, new-information, reason and title is a literal meaning. Such elements appeal to receiver. Context is the case that receiver should concentrate on the context to understand what is saying. Discrepancy is that there is discrepancy in universal knowledge. A remarkable aspect among the above 12 types is as in the following. The type that has the highest percentage of 12 types in the 1970s is new-information(33.33%). Next up is incompletion(24.44%). This result is similar in the 1980s. The order of them is reversed merely ; new-information(31.25%) incompletion(36.61%). In the 1990s, the percentage of incompletion is fallen to 8.04%. In the 2000s, all 12 types of verbal elements are evenly spread.