일제강점기 일본어신문 『조선시보(朝鮮時報)』의 광고란 고찰 - 광고지면의 구성 및 표현 양상을 중심으로 -
Study of Advertisements in Japanese Newspaper “Chosen Jiho” during Japanese Colonial Period - Focusing on Content and Expression in Advertisement Columns –
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초록
釜山発行の日本語民間新聞『朝鮮時報』の広告欄には、貿易港釜山の商業·経的な様相および、地域住民の生活情報が反映されている。本研究は、『朝鮮時報』 広告欄の形式と表現を区分し、その特徴を捉えようとしたものである。『朝鮮時 報』の広告欄は徐々にその紙面が増加していくのだが、特に1936年後半からは、 ＜商況＞面に広告を掲載しない従来の方式と違って、＜商況＞をも含むすべての紙 面に広告を載せるようになった。このような広告紙面の拡大は、新文物の拡散と新 たな商業勢力の進出とを意味する。 また、『朝鮮時報』の広告欄には、先進商業勢力の流入が把握できる様々な商品 広告が登場する。釜山地域の特性上、海上運送代行店、商船や汽船の時刻表などの 広告が頻繁に掲載されており、干物の販売、網の修繕などの海洋水産業関連の広告 も多く、ハングル併記の広告が見えるのも特徴的である。 一方、同時代のハングル新聞に比べ、『朝鮮時報』には近代的な広告技法が用い られていることが確認できる。それを『朝鮮時報』広告欄の表現的な特徴として整 理してみると、①広告欄の総面積が多く、構成が整っている。②日本語、ハング ル、英語、フランス語などの多重言語表記が混在されている。③広告文の構成及び 配置に多様な変容が施されている。④視覚的な伝達性に優れた商標（マーク、シン ボル）や挿絵を使用し、メーカー及び商品に対する情報を刻印させる。⑤記事と広 告を連携して配置する場合が多い。このような記事と広告における関連性には、新 聞メディアを基盤とした植民地政策が内在していると思われる。つまり、記事の方 向性を統制し、新文物の情報を掌握することで政治的、商業的、文化的な流れを主 導しようとするプロパガンダの一面が潜んでいるのである。 今後、『朝鮮時報』の記事と広告に対する考察を深め、植民地時代における日本 語新聞のプロパガンダ的な一面を探ってみる予定である。済
Abstract
The advertisement columns of Japanese private newspapers are important materials containing various information about the situation and lifestyle of Korea in early modern period. This study divides the advertisement columns of the “Chosen Jiho” into form and expression to focus on investigating the characteristics of composition, design and wording of advertisements that are used. There is change in the layout and amount of advertisement column in the “Chosen Jiho” depending on the period, but the overall section expands. Looking at the content of the advertisement columns, there are many advertisements on products that hint the growing power of commercial business and the flow of trend. Due to the characteristics of Busan area, advertisements were frequently based on maritime transport agencies, schedule of merchant ships and steamboats, sale of dried fish and fish net repairs, and many advertisements used expressions in Korean language. The characteristics of expressions in the “Chosen Jiho” advertisements are as follows: 1. The total number of pages are longer, and the layouts are well-organized. 2. Mix of different languages (Japanese, Korean, English, French, etc.) are used. 3. Various modifications are incorporated in the layout and arrangement of advertisements. 4. Trademarks (marks and symbols) and illustrations which are excellent visual aids are used to create awareness of the manufacturing companies and products. 5. Articles and advertisements are often connectedly arranged in the “Chosen Jiho” which can be inferred that it is one of the colonial policies implicitly associated with newspaper media. In subsequent studies, the propaganda aspect of Japanese newspapers during the Japanese colonial period will be highlighted by further investigating the articles and advertisements in the “Chosen Jiho.”
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