중국 식품안전 불안감 증대에 따른 TV광고의 사회언어학적 변화 연구 - 2007년~2015년 육가공ㆍ육류ㆍ유제품을 중심으로

Abstract

Advertising is one of the representative communication tools to reflect the social and cultural phenomena of the times and also the constantly changing needs of consumers. Even the steady sellers that have long been sold have presented different advertising messages to persuade consumers according to the periods and situations. By analyzing advertising language, one can figure out the social and cultural phenomena of the times and also the consciousness of consumers. Based on the assumption that big and small safety accidents in the Chinese food market for the last ten years or so caused a social phenomenon of “increasing anxiety about food safety among Chinese people,” this study set out to see how it was reflected in the TV advertising language and observe changes to the language. It also aimed to demonstrate once again that the advertising language was a linguistic tool reflect the social and cultural phenomena of the times and examine changes to the promotions of food product safety among corporations for the last three years compared with the past. The study chose as the subject the TV advertising language of meat processing, meat and dairy products, a category of the highest frequency of food safety accidents. The investigator collected and analyzed 50 TV commercials of brands that launched a food product and bought a TV commercial in China for the last ten years or so to observe differences between the advertisements of recent three years(2013~2015) and those of previous period(2007~2012) and also changes to their vocabulary, phrases and rhetoric.