우리나라 광고문들의 이중언어사용 분석

• 영문명: Analysis of Bilingualism in Korean Advertisements
• 발행기관: 이중언어학회
• 저자명: 박준언
• 간행물 정보: 『이중언어학』제43호, 131~162쪽, 전체 32쪽
• 주제분류: 인문학 > 언어학
• 파일형태: PDF
• 발행일자: 2010.06.30

영문 초록

This study investigated language use in newspaper advertisements focusing on three aspects: degree of bilinguality, structural patterns, and functional strategies. For this purpose, 118 commercial advertisements collected from an influential Korean daily newspaper were analyzed. The analysis revealed the following major results. Firstly, Regarding the degree of bilinguality, English is rapidly pervading into the Korean advertisements so that bilingualism has become a natural mode of communication in this genre. Secondly, concerning the structural patterns of code-switching, the category noun and its equivalents are the almost exclusive code-switched linguistic elements. Lastly, Korean commercial advertisements strategically choose monolingualism or bilingualism to maximize the attention attraction from potential consumers.

목차

1. 서론

2. 영어사용권 분류와 언어혼용

3. 연구방법

4. 자료 분석 및 논의

5. 결론

참고 문헌

키워드

이중언어 광고 언어혼용 bilingualism advertisements code-switching