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Chae Wan. 2011. Interpretation of TV Commercials from Synthetic Point of View. Korean Semantics, 36. This paper aims to analyze copies of commercial messages from linguistic and non-linguistic points of view. TV commercials examined in this paper were selected out of commercials which have been broadcasted from January to July 2010. Often, the words are not interpreted as basic meaning in commercial messages. Ordinary meaning and newly interpreted meaning of words become homonym or polysemy in the context, so it makes the messages ambiguous and implicative. In that way, short phrases of advertising copies can deliver complicated meaning and intention of the advertiser. In advertising copies, the maxim of conversation seems to be different from that of ordinary language. Sometimes consumers are misled by glowing promises of commercials. From pragmatic point of view, advertising copies include implicature and presupposition, and they conceal contradiction and fallacy. But TV audiences, in other words consumers, tolerate and even enjoy commercials. Because TV commercials are not only composed of advertising copies but also composed of many attractive components such as fantastic images, background music, and celebrities. TV commercials deliver advertising messages by synesthetic way. Image takes the place of language, onomatopoeia represents lexical meaning, and so on. Therefore, the TV audiences must search hidden meanings of non-linguistic factors such as images and background music to catch the intention of the advertiser. Sometimes, consumers may be affected by the atmosphere of the advertisement rather than the message itself.
本稿는 『한불□뎐』에서 人間의 否定的 特性, 즉 不良스러운 性格이라든지 疾病이나 障碍, 못생긴 外貌를 표현하는 人物名詞들을 抽出하여 그 意味와 形態構造를 分析하고 現代國語와 比較하였다. 『한불□뎐』에 실린 人物名詞들의 뜻풀이를 現代國語 辭典과 比較한 결과 大部分의 語彙가 現代國語로 이어져 오고 있으나 一部 變化가 확인되었다. 形態는 달라졌으나 基本 意味는 現代國語와 같은 경우가 있고, 形態는 現代國語와 같으나 意味가 달라진 경우도 있으며, 現代國語의 語彙目錄에서 아예 사라진 것들도 있다. 人物名詞를 形成하는 接辭 가운데 一部는 現代國語에서 사라졌으며, 한편 『한불□뎐』과 現代國語에 모두 存在하는데도 辭典에 누락된 接辭도 있다. 『한불□뎐』의 語彙 內容에 대한 硏究는 이제 시작 단계라 할 수 있다. 앞으로 個別 語彙의 意味에 대한 細密한 硏究가 이루어져야 할 것이다. The purpose of this paper is to analyse nouns denoting negative aspects of human being in Hanbuljadyeon(한불□뎐, Korean-French Dictionary) from the morphological and semantic point of view. Hanbuljadyeon was compiled by French missionaries in 1880, and it includes over 27,000 words of 19th-century Korean. The dictionary was compiled for the purpose of helping French missionaries to do the missionary work in Korea. So it shows various aspects of everyday Korean words in the 19th century. I examined nouns which denote peculiar characteristics of human nature, abnormal appearance, specific patterns of behavior, and dis- ablement. Such words have pejorative implications more or less. If anyone were called by those words he would feel humiliated. I compared the nouns in Hanbuljadyeon with those in current Korean dictionary. I found that some of the nouns as well as the suffixes which form those nouns disappeared in the lexicon of current Korean. The definitions of headwords should be investigated in detail, for the meaning of some words had been changed.
In the linguistic expressions of advertisement (the copies), honorification was expressed by means of word spacing and changing lines before honorific nouns. Word spacing was used in Literary Chinese copies and changing lines in Hangeul (native Korean) copies. Both word spacing and changing lines were used in the copies written by Hangeul with a mixture of Chinese characters. The sentence endings of early copies are those of Plain Style which are usually used in articles. However, Plain Style has changed gradually into Semiformal Style and Formal Style. Different levels of honorifics were chosen according to the target and the strategy of advertising. The early copies used diverse strategies. For example, unique selling proposition strategy, stimulating foreignismoriented mind, flattering, threatening, testimonial advertising, exaggerating, comparison advertising, giving trading stamps, patriotism-affecting strategy and so forth are main strategies used during that time. Some copies show various approaching methods like those of contemporary advertisement.
This study investigates the formation of brand names of apartments from a morphological perspective. An apartment has its own brand as other goods. Names of apartments are composed of company, region, brand and category names. Various formation methods are used in brand naming of apartments. Words forming brand names of apartments originate from diverse languages, such as Korean, Sino-Korean, English, French, German, Spanish and Latin. Many brand names are composed of English words, which take more than 80% of brand names. Some Korean or Sino-Korean brand names have English homonyms, such as ?드림(Charm Dream), 美羅住(Mirage) and so forth. It is generally believed that brand names should be morphologically simple and easy to pronounce. As Korean is an agglutinative language. verbs and adjectives have to be attatched with endings to make new compound words. As a result, the brand names composed of verbs or adjectives tend to be long and complicated. To avoid this, the namists use nouns in most brand naming. However, it is hard to make diverse brand names only with Korean nouns. That's why the namists prefer foreign-originated words, compounds with a structure of modifier-noun, and phrasal names in brand naming.
For the past 6 years, many scholars have concentrated on studying case and case markers in Korean. This paper investigated the papers published from the year 2000 to 2005 concerning case and case markers. On the basis of the investigation, we tried to find out new directions for the study of case markers and case theory. The issues dealt with in this paper are as follows: (1) the category of case; (2) the theory of case; (3) headness of case markers; (4) case alternation; (5) the category of case markers; (6) the functions of case markers; (7) grammaticalization process of case markers; (8) double subject/object constructions; (9) compound case markers; (10) the arrangement patterns of case markers; (11) the usage of case markers in various texts; (12) synchronic changes of case markers; (13) case markers in Korean dialects; (14) problems in teaching case markers to foreigners; (15) 'To'(토) in the grammar of North Korea.
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This thesis examines the regulation of sai-siot(ㅅ) in compound nouns, the most difficult regulation in Korean orthography. This thesis confirms by research data how correctly the regulation is in use. It aims at pointing out problems in practice and suggesting some solution. Korean orthography has been standardized in 1933, which has been revised several times to reflect language change after first revision. However, it is hard for the people to understand complex regulations of Korean orthography exactly. Thus it would rather be preferable to refer to a Korean language dictionary. As the orthography of all the words is presented in a dictionary, Korean orthography would be naturally standardized by using the dictionary. Up to date of Korean language dictionary is more preferable to revision of orthography. In case of revision in regulations, we should change the orthography of all the words related to the new regulations, even by a very little change. On the other hand, if we revise the orthography just word by word, such confusion would not take place.
The purpose of this paper is to analyse the 'Lexicographique' of Hanbuljadyeon(한불자뎐), a Korean-Frerch Dictionary, from a lexicological point of view. The dictionary is composed of Lexicographique(lexicography), Grammticale(grammar), and Geographique(geography). Hanbuljadyeon was compiled by French missionaries in 1880, and it includes about 30,000 words of 19th-century Korean. The dictionary was compiled for the purpose of helping French missionaries to do the missionary work in Korea. So it shows various aspects of everyday Korean words in the 19th century. Headwords are followed by phonetic symbols, Chinese characters, and definitions. Definitions are written by Chinese characters and French. Definitions are composed not only of conceptual meanings but also of associative meanings of words. It includes synonyms, antonyms or homonyms. It also explains contextual information, information on pragmatics and collocations. Hanbuljadyeon is very important in the point of that it made great progress in the lexicography in modem Korea.
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<한불<span style="font-family:'새굴림';"></span>은 프랑스 선교사들을 위한 한국어 용법 사전을 겸한 것이었기 때문에 단어뿐 아니라 통사적 구성들도 표제어가 되었다. 본고에서는 <한불<span style="font-family:'새굴림';"></span>뎐>에 실린 통사적 구성의 표제어인 연어, 관용구, 속담 표제어에 대해 고찰하였다. 연어 표제어를 구성하는 단어들 중 <표준국어대사전> 미등재 형태들은 현대 국어에서 사라진 것으로 추정된다. 의미가 변화된 단어를 포함한 연어 표제어를 통해서는 100여 년의 세월 동안의 의미 변화와 용법 차이를 알 수 있다. 연어를 구성하는 단어들은 모두 사전에 실려 있으나 연어 자체는 현대어에서 사라진 표제어도 있다. 관용구/속담 표제어를 구성하는 단어 중에도 현대어에서 자취를 감춘 예들이 적지 않다. 관용구와 속담의 속성상 어휘 의미가 비유적으로 발전한 경우가 많기 때문에 구성 단어가 단독 표제어로 실리지 않은 경우에는 그 의미를 알기 어렵다. 관용구/속담 표제어가 의미 변화된 단어를 포함한 경우도 있다. 또 구성 어휘 모두가 의미 변화 없이 현대어에서 사용되나 관용구나 속담 자체는 더 이상 쓰이지 않게 된 것들도 있는데, 그러한 예들은 생활 문화나 언어사회적 환경이 달라짐으로 해서 자연스럽게 언어생활에서 사라진 것으로 추정된다. Hanbuljadyun(한불<span style="font-family:'새굴림';"></span>뎐) is a modern KoreanFrench language dictionary published by French missionaries in 1880. This paper studied on headwords in Hanbuljadyun focusing on their syntactic composition, especially headwords as collocation, idiomatic expression(locution), and proverb. Collocation, idiomatic expression, and proverb are categorized as expressions figées in French language grammar. This paper compared the difference of headwords and their definitions between Hanbuljadyun and the Standard Korean Language Dictionary, focusing on headwords as collocation, idiomatic expression, and proverb in Hanbuljadyun. Thus, we can assume the alteration of headwords from modern to contemporary Korean language. Three types are distinctive among headwords as collocation in Hanbuljadyun. First, some words composing headwords don't exist in the Standard Korean Language Dictionary published by the National Institute of the Korean Language in 1999. Those ones seem disappeared in the lexicon of contemporary Korean language. Second, some headwords contain the words of which the definitions have been changed. Third, some headwords don't be used any more in contemporary Korean language, and only the words composing such headwords exist in the Standard Korean Language Dictionary. Similar alteration had occurred among the words composing headwords as locution or proverb in Hanbuljadyun. Some words had totally disappeared in contemporary Korean language. Some words still appear in the Standard Korean Language Dictionary, but the range of their meanings in contemporary Korean language had been more expanded or restricted than in modern Korean language. Some other words are used similarly in contemporary Korean language, even though the headwords themselves are not the entries of the Standard Korean Language Dictionary. The 27,210 entries of Hanbuljadyun show the vivid expressions of modern Korean language with detailed example phrases and sentences, but many entries in Hanbuljadyun had been missing in contemporary Korean language dictionaries. It is assumed that the editors of language dictionaries hadn't referred to Hanbuljadyun properly.
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This paper examined Uitae-eo(의태어) in the 19th-century Korean, based on Pansori verses. Uitae-eo(의태어) is widely used in Sijo and Pansori, as it has reduplicated forms, end rhyme, and rhythm. The syntactic category of Uitae-eo(의태어) is adverb, so its syntactic function is qualifying verbs. However, Uitae-eo(의태어) can also be used as predicates or adnominals even without any suffixes or endings, which is the distinctive feature that distinguishes Uitae-eo(의태어) from ordinary adverbs. Uitae-eo(의태어) changes its form by alternation of vowels or consonants, and makes new words which have different nuances. As for vowels, low vowels and high vowels alternate. In the case of consonants, slightly aspirated consonants(평음) are alternated with highly aspirated consonants(격음). Or slightly aspirated consonants(평음) are alternated with tense consonants(경음). During the 19th-century, Sino-Korean Uitae-eo(의태어) was widely used. Further discussion on the influence of Sino-Korean on Korean is needed.