코로나19 관련 방송 공익광고의 주제 변화와 텍스트 분석

Abstract

The purpose of this study is to examine the theme change, text structure, and expression mechanism used in text of Corona19 related public service advertisement. As a result of examining the theme of Corona19 related public service advertisement, it was found that the themes were social changes that appeared in the situation where Corona19 continued, behavioral changes accordingly, and consciousness to be directed. The analysis results of text structure showed various structures compared to the general contents structure of the printed public service advertisement called ‘problem-explanation-solution-themed steelmaking'. This is because the printed public service advertisement, which is restricted by the ground, is difficult to pursue diversification of text structure, while the broadcast public service advertisement can utilize linguistic and nonverbal elements and has few restrictions such as restriction of the ground. In addition, in the public service advertisement, various expression mechanisms were used to achieve the purpose of publicizing and persuading the contents of the advertisement to the public. Typically, there were the use of phonological mechanisms such as similar notes, the repetition of sentence structure as rhetorical mechanisms, the structure of idiomatic expressions as stylistic characteristics, and the use of old expressions. These expression mechanisms function as a binding device of text and also helped to realize the theme.