한국 TV광고에서의 영어 사용과 그 화용적 기능
English Use and its Pragmatic Function in Korean TV Advertisements
0
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
This study examines the utilization of English and its pragmatic functions in Korean advertisements, focusing on a total of 370 terrestrial TV commercials. The majority of Korean ads employ English in the form of Korean transliterations or the English alphabet. The findings reveal several key aspects of English usage in Korean advertisements. Qualitative thematic analysis was used to uncover the patterns of pragmatic functions. Firstly, there is a prevelent intention to hire the symbolic definition of English, namely, a modern, international, and sophisticated image of English, as in the use of English in other non-English-speaking countries. English is also used to enhance the effectiveness of advertising through variations like clipping, blending, or coining new vocabulary, integrated with Korean. Single words, such as ‘up,’ ‘down,’ ‘on,’ and ‘zero,’ also contribute to delivering messages more concisely to their Korean counterparts. Interestingly, English serves as a tool to express ad messages creatively or humorously, and also reflects the social and cultural beliefs of Koreans regarding their usage of English. This study is significant in its attempt to pragmatically analyze the widespread use of English in Korea, offering insights into its expected future use in Korea.
Abstract
This study examines the utilization of English and its pragmatic functions in Korean advertisements, focusing on a total of 370 terrestrial TV commercials. The majority of Korean ads employ English in the form of Korean transliterations or the English alphabet. The findings reveal several key aspects of English usage in Korean advertisements. Qualitative thematic analysis was used to uncover the patterns of pragmatic functions. Firstly, there is a prevelent intention to hire the symbolic definition of English, namely, a modern, international, and sophisticated image of English, as in the use of English in other non-English-speaking countries. English is also used to enhance the effectiveness of advertising through variations like clipping, blending, or coining new vocabulary, integrated with Korean. Single words, such as ‘up,’ ‘down,’ ‘on,’ and ‘zero,’ also contribute to delivering messages more concisely to their Korean counterparts. Interestingly, English serves as a tool to express ad messages creatively or humorously, and also reflects the social and cultural beliefs of Koreans regarding their usage of English. This study is significant in its attempt to pragmatically analyze the widespread use of English in Korea, offering insights into its expected future use in Korea.
참고문헌 (46)
- 강용순, "콩글리시에 대한 언어학적 변론", 인문과학, (60), pp.149~173 (2016), 인문학연구원
- 강현숙, "차용어휘에 대한 화용적 접근 - ‘리스펙’을 중심으로", 담화와 인지, 27(1), pp.1~20 (2020), 담화·인지언어학회[DOI]
- 김종규, "헤드카피 언어가 소비자 광고태도에 미치는 영향", 광고학연구, 25(8), pp.457~473 (2014), 한국광고학회
- 김정은, "광고언어에 나타난 현대인의 의식문화", 사회언어학, 12(1), pp.37~64 (2004), 한국사회언어학회
- 김해연, "영어와 콩글리시에서의 줄임말의 형성과 언어적 동기", 영어학, 7(1), pp.73~101 (2007), 한국영어학회[DOI]
- 김혜숙, "광고의 언어 표현 행위에 나타난 사회언어학", 사회언어학, 7(2), pp.261~286 (1999)
- 남신혜, "SNS 텍스트에 나타난 코드스위칭의 담화 기능 : 페이스북 사례를 중심으로", 사회언어학, 23(1), pp.31~53 (2015), 한국사회언어학회[DOI]
- 송경숙, "사이버 커뮤니케이션에서 한국어와 영어 간의 코드-스위칭 담화 전략: 페이스북을 중심으로", 언어연구, 29(4), pp.725~748 (2014), 한국현대언어학회[DOI]
- 안주호, "한국어 학습자 간(間) 담화에서의 코드전환 연구", 담화와 인지, 20(1), pp.137~159 (2013), 담화·인지언어학회[DOI]
- 양철준, "코드전환의 동기와 기능에 대한 화자 중심적 관점: 케냐 나이로비 케냐타대학교 학생들의 사례", Asian Journal of African Studies, 38(1), pp.37~70 (2015), 아프리카연구소
- 이정복, "트위터 누리꾼들의 영어 차용 복합어 새말 사용 및 관련 태도 분석", 영어학, 17(4), pp.753~786 (2017), 한국영어학회[DOI]
- 박은선, "한국어-영어 코드 스위칭의 문법제약 및 문법 부호화", 영어영문학, 26(1), pp.177~204 (2021), 미래영어영문학회[DOI]
- 박준언, "우리나라 광고문들의 이중언어사용 분석", 이중언어학, (43), pp.131~162 (2010), 이중언어학회[DOI]
- 박준언, "K-pop 노랫말 코드전환의 기저언어 설정", 이중언어학, (54), pp.157~184 (2014), 이중언어학회[DOI]
- 한혜령, "국내 TV 광고카피 속 영어의 탈규범 현상", 사회언어학, 22(3), pp.201~226 (2014), 한국사회언어학회
- Anderson, Gisle, "Pragmatic borrowing", Journal of Pragmatics, 67, pp.17~33 (2014)
- Appel, Rene, "Language Contact and Bilingualism" (2006), Amsterdam University Press
- Ariffin, Kamisah, "Code-switching as a communication device in conversation", Language & Society Newsletter, 5(9), pp.1~19 (2009)
- Berlo, David, "The Process of Communication New York" (1960), Hold Rinehart and Winston
- Bhatia, Tej, "The handbook of world Englishes" (2006), Blackwell Publishing
- Ritchie, William, "The handbook of bilingualism", pp.336~352 (2008), Blackwell Publishing
- Blom, Jan-Petter. P., "Directions in Sociolinguistics" (1972), Holt, Reinhart, Winston
- Braun, Virginia, "Using thematic analysis in psychology", Qualitative Research in Psychology, 3(2), pp.77~101 (2006)[DOI]
- Crystal, David, "The Cambridge encyclopaedia of language" (1987), Cambridge University Press
- Denzin, Norman. K., "Handbook of qualitative research" (2004), Sage
- Gumperz, John. J, "Discourse strategies" (1982), Cambridge University Press
- Kachru, Braj, "International dimensions of bilingual education" (1978), Gergetown University Press
- Kachru, Braj, "The bilinguals‘ creativity", Annual Review of Applied Linguistics, 6, pp.20~33 (1986)
- Kelly-Holmes, Helen, "Bier, parfum, kaas : Language fetish in European advertising", European Journal of Cultural Studies, 3, pp.67~82 (2000)
- Kelly-Holmes, Helen, "Advertising as Multilingual Communication" (2005), Palgrave Macmillan
- Hall, Roland. S, "Retail Advertising and Selling" (1924), Garland
- Hatch, Evelyn, "Studies in language switching and mixing", Language and Man : Anthropological Issues, pp.201~214 (1976)
- Hoffmann, Charlotte, "An Introduction to bilingualism" (1991), Longman
- Lasswell, Harold. D, "The communication of ideas" (1948), Cooper Square
- Leech, Geoffrey, "English in Advertising" (1966), Longman
- Martin, Elizabeth, "‘Frenglish’ for Sale : Multilingual Discourses for Addressing Today’s Global Consumer", World Englishes, 26(2), pp.170~188 (2007)
- Merriam, Sharan. B., "Qualitative research in practice : Examples for discussion and analysis" (2002), Jossey-Bass
- Myers-Scotton, Carol, "Social motivations for code switching : Evidence from Africa" (1993), Oxford University Press
- McLaughlin, Barry, "Second language acquisition in childhood: Volume 1. Preschool children" (1984), Erlbaum
- Muysken, Pieter, "Bilingual Speech : A Typology of Code Mixing" (2000), Cambridge University Press
- Nishimura, Miwa, "A functional analysis of Japanese-English code-switching", Journal of Pragmatics, 23, pp.157~181 (1995)
- Onysko, Alexander, "Necessary loans–luxury loans? Exploring the pragmatic dimension of borrowing", Journal of Pragmatics, 43, pp.1550~1567 (2011)[DOI]
- Piller, Ingrid, "Identity Constructions in Multilingual Advertising", Language In Society, 30(2), pp.153~186 (2001)
- Svartvik, Jan, "English – One tongue, many voices" (2006), Palgrave Macmillan
- Ustinova, Irina. P., "Convergence of English in Russian TV commercials", World Englishes, 24, pp.495~508 (2005)[DOI]
- 윤소연, "Code-Switching in EFL Learners’ Conversation: Foreigner-Included Context vs. Korean-Only Context", 담화와 인지, 30(2), pp.103~124 (2023), 담화·인지언어학회