TV 광고언어 속 이데올로기의 변화 양상

• 영문명: Changes of ideologies in TV commercials
• 발행기관: 한국언어문학회
• 저자명: 장경현(Jang Gyeong-hyeon)
• 간행물 정보: 『한국언어문학』韓國言語文學 第95輯, 49~73쪽, 전체 25쪽
• 주제분류: 어문학 > 한국어와문학
• 파일형태: PDF
• 발행일자: 2015.12.31

영문 초록

The goal of this study is to observe and analyze ideologies in TV commercials diachronically. Commercials provide customers with ideal world that they can sympathize with. Ideologies inherent in TV commercials are; 1) gender role and traditional view of family 2) collectivism / individualism 3) optimistic perspective about society. These ideologies have changed appearances gradually reflecting the paradigme of each period. In 70’s, TV commercials showed fixed gender role, collectivism and optimistic perspective. In 80’s, TV commercials showed more fixed gender role. But in 90’s, we can see diverse gender roles and individualism. And in 2000’s, there are more diverse gender roles and enhanced individualism. The most outstanding feature is that positive expressions are replaced with negative expressions. However, ideologies of past periods are still remained in this period.

목차

1. 서론

2. 광고텍스트의 이데올로기

3. 각 시대의 광고언어 특징과 이데올로기

4. 광고언어 분석의 실례

5. 결론

키워드

TV광고 이데올로기 언어전략 통시적 연구 패러다임 성 역할 의도성 TV commercial ideology language strategy diachronic research paradigm gender role intentionality