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RISS 인기검색어
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- 저자 : 윤재연 ( Joe Yeon Yoon ) (검색결과 2 건)
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정책 광고의 텍스트성 연구 -이명박 정부 시기의 정책 광고를 중심으로-
윤재연 ( Joe Yeon Yoon ) 한말연구학회 2015 한말연구 Vol.- No.36
This study is concerned about Textuality of Policy Advertisement. The policy ad is restricted that which producer is the Korean Government except a local government, the period of broadcasting IS during Lee Myung-bak government(2008.02.25. - 2013.02.24.), and the 79 ads are delimited. Ad is one of the means of communication and it must be to complete textuality. This study is especially focused on the intentionality and the acceptability among 7 textuality ; intentionality, acceptability, coherence, cohesion, informativity, situationality intenextuality. The principal reason for intentionality is that receiver are looking forward to what producer intends when he sees ad(text). And the principal reason for accecptability is that the text only functions to communicate adequately when receiver accepts it. Intentionality of policy ad is classified into 4 groups ; goodwill, panicipation, behavior, ambiguity. The goodwill ad is that aims to inform nationals of new policy or to be supponed by nationals. The participation ad is that rums to sparkplug nationals to panicipate in policy. The behavior ad is that rums to sparkplug nationals to do advisable behavior. The ambiguity ad is that is not proved clearly what the intention or producer is. Acceptability of policy ad depends on how well the text satisfy coherence, cohesion. Acceptability is judged by 4 criteria [±appropriacy], [±sympathy], [±concreteness], [±legibility] Judging by the results, more than 50% of policy ad didn`t satisfy acceptability.
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TV 광고 텍스트의 장면 연구 -언어와 영상 사이의 긴밀성을 중심으로-
윤재연 ( Joe Yeon Yoon ) 한말연구학회 2012 한말연구 Vol.- No.30
This study is concerned about the scene. The scene is a basic unit that is composed with TV advertisements. That is comprised of verbal and non-verbal information. Non-verbal information is visual or musical information, The meaning of scene must be interpreted in the ways integrating those information, Especially verbal and visual information plays an important role in semantic analysis of the scene so it is important to considerate the relationship between verbal and visual information, Moreover the integrated meaning of the two information is involved in the cohesion and coherence of the text, So analysing well-made TV advertisements is the effective way to find the textuality of TV advertisements. This paper is intended for the TV advertisements which won an TVCF Award 2011, and these scene are sorted according to the interrelation between the verbal and visual information. The scenes come in three main varieties; complementary, supplementary, independent. The complementary scene is that verbal and visual information are a prerequisite for semantic analysis, The supplementary scene is that one of the two information supplements the other, The independent scenes is that the two information is not closely connected with the semantic analysis.
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