광고미디어 언어의 분석적 읽기와 창의적 글쓰기 활용 방안

Abstract

Lim, Ji-won. 2015. Analytical Reading of Advertising Media Language and Application Plan of Creative Writing. The Journal of Studies in Language 31.1, 133-155. Media language reading, which is one of the subjects related to communications, involves the way of acquiring and using information and knowledge with human being’s cognitive ability, which includes understanding, thinking skills, problem solving ability, critical power, and creativity. Starting from the paper advertisement language suggestion(reading) phase, the recipients of college students plan and implement the cognitive semantic analysis procedure of suggesting, confirming, searching, and understanding the meaning of information that was obtained through cognitive ability. Afterward, each individual goes through a process of combining and reinterpreting the meaning difference of old information and new information. Here, the learners store expressed information from diverse media languages including paper advertisement as meaning memory. In this case, they store the memory after ‘analyzing’ the meanings, rather than storing them the way they were when received. The analyzed information is stored as a ‘complex composite’. In general, learners form their ‘belief’ through this memorizing procedure and this belief is expressed according to each individual’s knowledge or his/her own creative way. For an experiment regarding this point, the study implemented a college writing course consisting of two lectures. In the first lecture, the learners learned about the schematized cognitive analysis process and wrote the draft and fill in errors or blank meanings. In the second lecture, the students received feedback from the instructor regarding the contents of the draft and overall and partial context that fits the structure and revised their works accordingly. The learners reexamined the results and submitted them as homework the next time. The class that consisted of two times of lectures received very positive response from students, compared to previous writing class that aimed at enhancing ordinary writing skills. It is believed to be very helpful in training for critical thinking ability and active reproductive writing by using media. This paper which introduced such cognitive strategy attempts to let media language reading activate college students’ communications field and provoke active interest in writing, though a collaboration with a task of college writing. (Hanbat National University)