텔레비전 광고 구조의 텍스트 언어학적 연구 = (A) study on the construction of the TV advertisements : a textlinguistic analysis

다국어 초록 (Multilingual Abstract)

The goal of this study is finding the basic principles of a TV advertisement text structure that accomplishes an effective communication by setting a basic text structure for a TV advertisement and studying the process of completing the structure.
So far, the studies on advertisements done by linguists have a few problems, and to overcome them, I have discussed the problems in the following methods. First, the existing studies were mainly focused on the advertisements on newspapers, so to overcome the problem, I decided to focus on the texts for TV advertisements. Second, the existing studies were solely concerned on words, disregarding the other part. But bother words and images have important roles in the TV advertisement structure, and they deliver intended meaning together. Therefore in this study, I focused on the meaning delivered by words and images together. Third, it's hard to find studies discussing the issue of how to write texts for TV advertisements among the existing studies. In this study, I tried to find a blueprint for writing a TV advertisement text that can effectively deliver an intended meaning by studying the steps for organizing and forming the text structure.
In the second chapter, I showed that in principle a TV advertisement text fulfills it's message with other elements. To make a discussion simple and effective, first, I set a unit, scene, and discussed the scene's elements and the structural method. The concept of 'Scene' applied in this TV advertisement text is the scene where a character is involved in a space in movie, drama, literature, etc. A scene is made of four elements: utterance, subtitle, image, music. The elements can be viewed by two different standards - information characteristics and expression forms and [Table 6-1] shows the scene elements and detailed sub-elements according to classification standards (this is a repeat of [Table 2-2]).
◁표 삽입▷(원문을 참조하세요)
Most of text scenes of TV advertisements are made of more than two elements, among utterance, subtitle, image and music, and the elements making one scene complement each other to create meaning.
In chapter 3, I tried to find an ideal structure that can deliver a TV advertisement text writer's goal effectively, and discussed the effective steps to accomplish the structure. I based my study on R. de BeaugrandeㆍW.Dressler's (1981) text theory, but particularly focused on adjusting informativity, among the seven textuality outlined by R. de BeaugrandeㆍW.Dressler. We have seen that the basic TV advertisement text structure is made of 'provocation section-interpretation section-reminder section.' In the provocation section users' attention is drawn. Text writer try to draw users' attention by including discontinuities or discrepancies in the words, images and scenes that make of TV advertisements. A discontinuity means lacking some data among a language construct, and a discrepancy means the patterns suggest in the text doesn't match the 'knowledge pattern' already stored. Rather than organizing the provocation section by adjusting the informativity of text elements, I will replace a detailed discussion with [Table 6-2] (this is a repeat of [Table 3-1]).
◁표 삽입▷(원문을 참조하세요)
In the interpretation section users become aware of the brand, questions raised in the provocation section are answered, and details about the brand are provided. In the reminder section the complete message is emphasized and carved into users' memory to make it last long. Usually the reminder section provides slogan type information summarizing the previous information or company name. Also, sometimes incidental information not related to the core text message is offered.
In chapter 4, I sorted out TV advertisement text structure types: 'provocation section-interpretation section-reminder section,' 'provocation section-interpretation section,' 'interpretation section-reminder section,' or other structures. Among them, 'provocation section-interpretation section-reminder section' is the basic structure of TV advertisement texts. If the reminder section is treated as the interpretation section, according to the characteristics of information, I classified them as the 'provocation section-interpretation section' structure. If the brand is exposed from beginning, I classified them as the 'interpretation section-reminder section' structure.
This study has two meanings. First, since advertisement texts reflect each medium's characteristics, when we study advertisement texts, we must consider the medium's characteristics. This study is meaningful, because I approached TV advertisement texts while considering those media' characteristics. Second, this study is meaningful, because this is the first time that a study attempts to study the TV advertisement text structures from text writers' point of view. I think the TV advertisement text structures discussed in this study can be suggested as the meta structures of the TV advertisement text, and expect that the discussion of provoking users by adjusting the informativity can used as a useful method in writing TV advertisement texts.

목차 (Table of Contents)

• 제1장 머리말 = 1
• 1.1. 연구 목적 = 1
• 1.2. 선행 연구 = 2
• 1.3. 연구 대상 및 방법론 = 15
• 제2장 텔레비전 광고 텍스트의 장면 = 22
• 2.1. 장면의 구성 요소 = 26
• 2.1.1. 언어 = 27
• 2.1.2. 영상 = 38
• 2.1.3. 음악 = 39
• 2.2. 장면의 구성 = 41
• 2.2.1. 발화-영상-자막 = 47
• 2.2.2. 발화-영상 = 51
• 2.2.3. 발화-자막 = 53
• 2.2.4. 영상-자막 = 55
• 2.2.5. 발화-영상-자막-음악 = 56
• 제3장 텔레비전 광고 텍스트의 구조 = 62
• 3.1. 텔레비전 광고 텍스트의 기본 구조 = 63
• 3.2. 텔레비전 광고 텍스트의 구성 단계 = 67
• 3.2.1. 환기부 = 67
• 3.2.2. 해석부 = 121
• 3.2.3. 확인부 = 131
• 제4장 텔레비전 광고 텍스트의 구조 유형 = 139
• 4.1. 환기부-해석부-확인부 = 139
• 4.2. 환기부-해석부 = 150
• 4.3. 해석부-확인부 = 156
• 4.4. 기타 = 162
• 제5장 맺음말 = 168
• ABSTRACT = 175
• 참고문헌 = 179
• [부록] 연구 대상 목록 = 185