텔레비전광고를 이용한 중국어 지도방안 = A teaching plan using TV Advertisement in Chinese Language Education

다국어 초록 (Multilingual Abstract)

The main purpose of this study is to elucidate an effective method for elementary or secondary students to improve their communication skills in the Chinese language by means of an additional tool using television advertisements.
An television advertisement has several strong points for improving communication skills: it easily intrigues people in nature and has a tendency to use a diverse vocabulary in a several minutes. Thus, an advertisement can be an effective means in improving communication skills. Previously, however, the Chinese language used in advertisement has not been well studied yet. It is mainly because of the fundamental characteristics of an advertisement such as capitalism and commerciality. The characteristics usually disturbed a practical and substantial dispute on the language used in advertisement.
To utilize an advertizement in improving communication skills effectively and reasonably, a new systematic program which maximizes the benefits of an advertisement, as well as minimizes its negative effects, should be introduced.
For this purpose, in this study, we would like to introduce a method that can improve the effectiveness of teaching the Chinese language with the complementary materials using television advertisements. Usually an advertisement is not suitable for a primary teaching material. Even though it can be used as a primary teaching material, prior investigation on appropriateness should be done thoroughly and proper instructions are required in the meantime.
Therefore, in this study, we focus on the effective and practical usage of television advertisements as a complementary teaching material for the Chinese language programs of elementary or secondary students. To this end, we have studied thoroughly how to properly choose and how to practically use television advertisements in Chinese language classes. In addition, we have proposed practical ways that television advertisements can be effectively utilized in culture education as well as improving all communication skills such as pronunciation, listening, speaking, and writing.
From this study, we observed the promising result of Chinese television advertisements in culture education in addition to improving five communication skills. If the negative effects and abuse of advertisements are thoroughly considered and prevented, instructions through Chinese television advertisements have as much usefulness and significance as a field study.

목차 (Table of Contents)

• Ⅰ. 서론 = 2
• 1. 연구의 필요성 및 목적 = 2
• 2. 연구 동향 = 3
• 3. 연구의 대상 및 연구 방법 = 4
• Ⅱ. 텔레비전 광고에 대한 이론적 고찰 = 6
• 1. 광고의 개념과 의의 = 6
• 2. 광고의 특성 = 8
• 3. 텔레비전 광고 언어 특성 = 12
• 4. 텔레비전 광고를 통한 중국어 교육의 필요성 = 13
• Ⅲ. 중국 텔레비전 광고 분석 = 15
• 1. 중국 텔레비전 광고의 구성 분석 = 15
• 2. 중국 텔레비전 광고의 어휘 특성 분석 = 20
• Ⅳ. 중국 텔레비전 광고 활용한 교육 방안 = 27
• 1. 텔레비전 광고의 교육효과 = 27
• 2. 보조 자료로서 광고 선정조건 = 28
• 3. 중국 텔레비전 광고를 이용한 의사소통 교육 = 32
• 4. 중국 텔레비전 광고를 통한 중국 문화교육 = 53
• 5. 보조 자료로 활용한 학습모형 = 63
• Ⅵ. 결론 = 77
• 참고문헌 = 79
• ABSTRACT = 81