공익광고 언어의 표현 전략으로 본 ‘우리’의 의미

Abstract

This study is to inquire into the ‘uri’, the first person plural pronoun used in the TV public campaign advertisement, and to analyze its expressive strategy. The ‘uri’ is used widely and frequently due to the nature of public campaign advertisement. Therefore, assuming that public campaign advertisement implies a lot of things socially, culturally, its frequency of appearance can be diversified variously according to the times. This study divides the ‘uri’ into three expressive aspects such as the tie-emphasizing ‘uri’, the directive-emphasizing ‘uri’, the representative-emphasizing ‘uri’, and then, analyzes how the three expressions are used in the language of public campaign advertisement. This study finds out why the ‘uri’ is chosen and used in the diction of public campaign advertisement, which is essential for bringing about the significant results. The use of the ‘uri’, instead of other person plural pronouns, turns out to be a sort of a politeness strategy to the audience who watch the public campaign advertisement. The three diversified uses of the ‘uri’ explain that they are used to accomplish some aims which public campaign advertisements are supposed to get or target. We often assign various strategies to each words in order to deliver some messages to the audience for public interests. Especially, it is certain that the ‘uri’ is suitable for these strategies. Instead, the ‘uri’ is used to express or deliver some messages more politely, being conscious of the hearer, that is, the audience.