TV 광고에 나타난 대화 분석 = Conversational analysis in TV commercials

다국어 초록 (Multilingual Abstract)

Daily conversations have two apparent characteristics in common. In contents, they are interactive output with one goal which participants proceed with, or sometimes with different goals. In forms, they are composed of Face-to-Face aspects.
Proposing the Cooperative Principles(CP), Grice(1981) said that we keep the CP and proceed with it in order to succeed in communication. But, in fact, the CP isn't observed in ordinary communications. Grice said that the hearer postulates that the CP is abided by at a deeper level of interpretation even though usual conversations don't obey it. When daily conversations don't go on observing the CP, it is 'implicature' that serves as a bridge connecting participants' goals. And 'implicature' is an inference which is based on uttered contents and certain postulations about cooperative essentials in ordinary conversations.
Suggesting the Politeness Principles(PP), Leech(1983) said that it is the PP that illustrate how an apparent breach of the CP is shown to be no such thing. The PP means 'being polite' and 'being civil'. It is common that when someone wants to borrow something―money or things―from the other person, he can't borrow anything from him unless he speaks politely. Leech regarded the PP as the explanatory principle which can be seen not just as another principle to be added to the CP but as a necessary complement, suggesting that the PP rescues the CP from serious trouble, and said that the PP is essentially asymmetrical; what is polite with respect to hearer or to some third party may be impolite with respect to speaker, and vice versa.
In ordinary conversations, the degree of permission of politeness depends on according to the personal relationship and social status between speaker and hearer. In this context, speaker has to decide how much degree of politeness to show hearer. Therefore, participants are supposed to proceed with conversation by mixing the CP and the PP appropriately.
Commercials give the information about an item to us, and so have the function increasing the customers' purchasing power. Also commercials have a double-oriented characteristic in the sense that characters' conversation in TV commercials is similar to the ordinary conversation, and at the same time it conveys advertiser's intention to the TV audience.
In forms, the relation between hearer and speaker is apparent in ordinary conversation, but their relation is placed on the position of representing the advertiser and TV audience in commercials. So we have to understand the relation between hearer and speaker, including the TV audience and the advertiser, as extended the relation between hearer and speaker. In contents, conversations in TV commercials, in contrast to the ordinary conversations, proceed in the artificial and fabricated situation, but they are analogous to our ordinary conversations because they are based on our real life and reflect it.

목차 (Table of Contents)

• 목차
• I. 서론 = 1
• II. Grice의 대화 원칙(Grice's Cooperative Principle, CP) = 4
• III. Leech의 공손 원칙(Leech's Politeness Principle, PP) = 12
• IV. CP와 PP의 관계 = 18
• V. 자료분석―TV 광고 분석 = 24
• VI. 결론 = 47
• 참고문헌 = 50
• ABSTRACT = 53