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A Shift in the Language of TV Commercials Focused on TV Commercials in the Year of 1993 vs 2013
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텔레비전 광고언어 사용의 변화 : 1993년과 2013년 TV CF를 중심으로

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Type
Academic journal
Author
Journal
Korean Association for Advertising and Public Relations The Korean Journal of Advertising and Public Relations Vol.16 No.2 KCI Accredited Journals
Published
2014.4
Pages
114 - 154 (41page)

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A Shift in the Language of TV Commercials Focused on TV Commercials in the Year of 1993 vs 2013
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This thesis aims to investigate a change in the relations between language and society based on advertising language analysis by comparing TV advertisements in the periods of 1993 and 2013. A content analysis was conducted on 546 TV commercials during the two periods. As a result, it is shown that advertising language elements, usage, words and main narrators presented in the advertisements have significantly shifted. Specifically, a percentage of 37.1 of the combination of messages, narrations and captions were used in the year of 1993, while a portion of 46.5 of narration and caption were remarkably seen in the year of 2013. In regard to the number of the advertising words, a rate of 45.8 of the advertisement products in 1993 were shown to use lengthy messages composing more than 26 words, but a percentage of 28.1 of the advertisements in 2013 appeared to generate only the same number of the words. Moreover, recent years of TV commercial language have seen an increase of neologism, slang, buzzwords and acronym. In particular, a growing portion of using informal language(45.4 %) significantly represents a social shift related to equality of society in which its authority has been decentred. This phenomenon is deeply associated with language, which has been influenced by the Western culture. On the other hand, language expressed in advertisement products implies linguistic changes in which the numbers of advertising words have been decreased and the images have been promoted by internets and social media.
#텔레비전 광고 #광고언어 #유행어 #비속어 #반어 #줄임말 #TV commercial #advertising Language #buzzwords #slang #neologism and acronym

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References (5)

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구명철. 광고문에 나타난 언어유희적 특성. 한국광고홍보학보. 2001 dbpia 김선희. 광고 언어의 다양한 쓰임과 그 특성. 한글. 2000 dbpia 김정우. 콘텐츠의 언어표현과 규범. 한국학연구. 2010 dbpia 박영준. 광고언어 연구의 동향과 과제. 한국어학. 2002 dbpia 정승혜. 이동통신 광고 15년, 그 변화와 의미. 한국방송학보. 2013 dbpia

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