표어(標語)의 응결성에 대한 연구

Abstract

The objective of this study was to explain the patterns of various language strategies reflected in the slogans of public institutions by analyzing the cohesion of the slogans. The results of this study are expected to help categorize slogan texts, which are a type of persuasive texts. Conclusions drawn from this study are as follows. First, public institutions’ slogans were using prosody as a phonological cohesive device for simplicity, rhythm and emphasis, and the most desirable form for slogans was a text of 4‐foot meter, 4.4 time, and 16 syllables. Second, first person singular ‘I’ and plural ‘we’ and second person ‘you’ were used most frequently, and they were used mainly for inspiring slogan audience with the will to participate by binding the producer of the slogans and the audience into one. Third, while slogans in the past were mostly exhortative or imperative, today’s slogans were usually declarative. This reflects the democratized social atmosphere demanding mildness compared to somewhat coercive slogans of public institutions in the past. In addition, many of today’s slogans had non‐final ending that ended with a noun or a noun phrase through the ellipsis of predicate. This is because a noun or noun phrase makes the slogan simple and induces the audience to understand the message broadly and, consequently, is effective in conveying the meaning of the slogan. Fourth, slogans usually had the form of antithesis. That is, the front phrase was often the antithesis of the rear phrase and the words in the phrases formed close equivalence with each other. In such a case, the equivalence formed by the words was sometimes semantic equivalence using hyperonyms, hyponyms or antonyms, or functional equivalence based on non‐linguistic experience without semantic commonness. This comes from gradation and contrast, the structural characteristics of slogans.