広告コピーでの指示詞について －ソ系の指示詞を中心に－

Abstract

This paper contemplates the usages and functions of SO demonstrative series in advertising copy. Most of SO demonstrative series in advertising copy are context indication. And context indication is classified as “when the preceding text exists” and “when the preceding text does not exist”. First, SO demonstrative series of “when the preceding context exists” emphasize and explain the preceding sentence once more by using “SORE, SOU, SONNNA, SOUIU, SOKO, SONO + noun”. In other words, it has directing function and emphasis function. Next, SO demonstrative series of “when the preceding text does not exist” case is, when only the SO demonstrative series is used without the preceding sentence, “SORE, SONO + noun, SONNNANI” is used to induce the consumer tobe curious about the indicated subject to focus on advertising. In this way, the directors of the SO demonstrative series in the advertising copy take an objective attitude toward the object to make the consumers curious. In other words, it can be said that the directive of the SO demonstrative pronoun series has afunction of “+ α” to increase the advertising impact, not just to direct something.