한·일 생활가전 광고에서 나타나는 언어표현연구

Abstract

This study examined the linguistic and cultural characteristics of both countries with advertisements for household appliances in Korea and Japan. Household appliances are organically linked to human life. so, It is an appropriate source for understanding the native cultures and lifestyles of both countries. Household appliances advertisements were categorized into lexical and content aspects. On the lexical side, I investigated what features and differences exist by extracting the frequency of loanwords use. The names of the products are mostly loanwords, except for the name of the air conditioner, which is the native word of Japan. In Korea, all words are loanwords except for the TV name with the native word written in the alphabetical letters. The frequency of loanwords was twice as high in Korea as in Japan. In the case of Japan, there were many words related to human emotions and high-tech. In Korea, words related to design were overwhelmingly high. In terms of content, advertising language expressions were selected and classified from the viewpoint of product superiority. It was classified into direct superiority, indirect superiority, identity, freshness, and directivity. Indirect superiority has been examined in detail. Both Korea and Japan valued 'convenience' and 'technology'. The difference between Korea and Japan was 'emotion', with Japan at 21%, while Korea at only 0.7%. Japan tends to prefer the concept that using its products makes more prosperous and happy life. In Korea, words that emphasize the superiority of design were used much more frequently. Koreans were highly interested in the space of a house where they lived with their families