일제 시대 광고 언어의 특징 연구

Abstract

This paper aims to provide the characteristic of advertising language under the rule of Japanese imperialism. To address it, this paper examined the structural characteristic of an advertising language on the center of the using aspect of it and the characteristic of headline, body copy, and slogan in detail. The following is about this. First, the structure of ‘headline-body copy-advertiser’ was examined as the highest frequency in the structural characteristic on an advertising language. As compared with the structure organized only with ‘body copy’ which was mostly preferred in [The Toknip Shinmun] under the rule of Japanese imperialism, it is developed. Second, metaphorical and significant expression were used in head line, on the other hand, the name of product appeared in head line for the direct public relation. Third, the various types of text such as ‘information providing type’, ‘product selling type’, ‘talking type’, and ‘story type’ appeared in an article. Among them ‘information providing type’ and ‘product selling type’were used for the most part. Fourth, the example of slogan and advertiser did not appeared variously than headline and body copy. However, their characteristics were the repetition of same types. Particularly, modern slogan prefers the repetitional type which is easy to remember and has good rhythmic sense but the slogan of the rule of Japanese imperialism was based on the effects of product and the public relation.