일본어 문말생략문의 통합방법론적 연구－일상회화문과 광고문의 비교분석을 통하여－

Abstract

‘Ellipsis’ is a linguistic phenomenon that appears frequently in the Japanese language. This paper aims at a systematic examination of the incomplete utterance type abridged sentence with ellipsis or partial ellipsis of the part of predicate. Daily conversation and advertising language, which are data with different purposes of utterance, are to be examined. While daily conversation requires strategies for smooth communication with the listener in the face-to-face scene, advertising language is the text for advertisers to achieve their intended advertising effect from consumers or the public. In this respect, it would be worthwhile to make a comparison between the two types of utterance. Beginning with the stereotyping and characterization of the incomplete utterance type at the morphological level, this study enhanced the relationship between the incomplete utterance type abridged sentence with the pragmatic functions and usage. In addition, this paper took an integrated research methodology including cognitive linguistics and rhetorical approaches taking account of the characteristics of advertising language. Incomplete utterances were examined by dividing them into four types: conjunctive particles, non-conjunctive particles, nouns, and other forms. This paper clearly identified the difference between daily conversation and advertising language by pointing out that if ellipsis in daily conversation is derived from brevity purposes and interpersonal consideration of the listener, ellipsis in advertising language is intended to maximize the effect of expression in order to persuade consumers or the public to meet advertising objectives.