근대전환기 언론 매체별 광고의 차별적 양상과 그 의미

Abstract

In the modern transition period, the emergence of the modern Periodicals such as newspapers and journals has created a new group of readers. The editors of these media continued to reflect on the purpose of enlightenment for the readers, and there was no exception for advertising. This study attempted to analyze the discriminated aspects of advertisements contained in newspapers and journals in the modern transition period, and explore the phenomenon that the group of readers became differentiated. For this purpose, this study tried to identify the characteristics of advertising texts according to media and to grasp their intentions by analyzing the advertisements contained in the newspapers and journals of the modern transition period as central texts. As a result, around 1905, it was confirmed that the readers of the general public and intellectuals began to become more and more biased on the basis of the increase and decrease in the number of books and publishing advertisements in each medium. Since then, the patriotic enlightenment newspapers and journals failed to function as they passed through the loss of national rights, and from the 1910s, magazines and literary magazines absorbed intellectuals in earnest. In the case of newspapers published for public readers, the enlightenment was greatly weakened and reflected the capitalist commercialism of the empire. Since the 1930s, many popular magazines emerged, and the era in which readers of newspapers and magazines are clearly distinguished is exclusively limited to the particularity of this period.