인스타그램 책 광고에 대한 텍스트언어학적 분석

• 영문명: A text-linguistic analysis for instagram book advertising
• 발행기관: 한국사회언어학회
• 저자명: 조하진(Hajin CHO)
• 간행물 정보: 『사회언어학』제33권 1호, 83~115쪽, 전체 33쪽
• 주제분류: 어문학 > 언어학
• 파일형태: PDF
• 발행일자: 2025.05.31

국문 초록

This study examine the manner by which media characteristics are reflected in text formation by-, focusing on book advertising on Instagram. By analyzing book advertising, i.e., a type of advertising text on Instagram, from a text-linguistic perspective, this study examines the textual characteristics of Instagram advertising texts and compares them with book advertisements in other media to identify the unique media characteristics of Instagram. Book advertising on Instagram can be categorized into three types: traditional, hide, and fan page. Differences in the structural characteristics and composition of linguistic and visual symbols are observed in each type. Compared with book advertisements in print and video media, the reversal technique due to page-type image exposure, direct exposure to the advertisement target, and intuitive advertisement-content organization can be regarded as examples that reflect the characteristics of Instagram as a medium. In particular, the structure of book advertisements comprising [thumbnail > text > conclusion] reveals the characteristics of the medium the most significantly. Additionally, various aspects such as the linear organization of verbal and visual symbols and hierarchical and complementary relationships, are observed, which are regarded as the characteristics of book advertisements on Instagram.

목차

1. 서론

2. 이론적 배경 및 분석 방법

3. 인스타그램 책 추천 게시물의 특징

4. 매체에 따른 책 광고 비교 및 분석

5. 결론

참고문헌

키워드

Instagram book-recommendation posts text types textual characteristics advertising text