텔레비전 매체에서의 자동차 광고 언어에 나타난 표현 전략

Abstract

The language of automobile advertisements features a high consumer involvement, a strong individual recognition, and a high turnover rate of advertisement. Taking the language of automobile advertisements into consideration in view of information, the language is represented into the language of speaker(producer of automobile), and also into the language of hearer(consumer of automobile). Putting the same product in the side of either sale or buy, both producer and consumer are supposed to look into the interesting, favorable sides of the product in their own position. In other words, the advertisement language comes to have a distance of recognition according to the standard of evaluation for the product. In the side of consumer, speaker-focused information probably has longer steps of recognition than the hearer-focused information. The recognition for the product from producer to consumer are expressed into various aspects of television advertisement language. Producers give priority consideration to the properties(physical function or performance) of the product itself, the imaging work for the product, and the comparison of its product to that of other rival companies. On the other hand, consumers think of other advantages or merits in their lives after examining the first image or impression and the effective value for the product because they care about their own benefits. This difference in their recognition for the product, linked to various creative strategies in television media, is represented into many kinds of strategies such as a strategy of bringing out the properties of the language of automobile advertisements in sharp relief, a strategy of prior image occupation of the product, a strategy of comparative advantage, a strategy of first recognition, a strategy of confirming the utility, a strategy of wrapping a newness.