텔레비전 광고에 나타난 성별차이어의 인식 조사

다국어 초록 (Multilingual Abstract)

  The main objective of this research is to analyze the concept of gender difference through the language used by different genders shown on TV advertisements. Along with TV advertisements, this study further investigates on the cognition of gender differences through the questionnaire specifically discussing the language used by male and female students. In order to set the background, this research surveys the definitive characteristics of the language with respect to gender difference. Further, by examining the language used by different genders shown on all mass media including TV advertisements, there is an existence of gender differences in terms of linguistic expressions. Second, the field research on cognition was conducted by collecting the data of the middle and high school students. The result of the questionnaire reveals that male and female students choose their words without recognizing the gender differences in their oral or written expressions. As indicates, the cognition of language used by people reflects the explicit use of the language which plays a central role in linguistic change. This research concludes that the language used by male should include the characteristics of the female language in order to change the perception of gender difference.

참고문헌 (Reference)

1 김선희, "여성어에 관한 고찰" 111-127, 1991

2 김영엽, "동영상 광고를 활용한 한국어 수업 활성화 방안 연구" 2005

3 김규현, "대화 조직상의 성별 차이-평가와 이해확인을 중심으로" 한국사회언어학회 4 (4): 77-111, 1996

4 이석규, "남성어?여성어에 관한 연구" 2 (2): 35-74, 1992

5 민현식, "국어의 여성어 연구" 아세아여성문제연구소 34 : 7-64, 1995

6 이창숙, "국어의 여성어 연구" 10 : 211-236, 2000

7 최혜정, "국어에 나타난 성차별적 표현 연구" 1998

8 김혜숙, "광고의 언어 표현 행위에 나타난 사회언어학적 특성" 한국사회언어학회 7 (7): 261-286, 1999

9 Lakoff, R, "Language and Woman′s Place" 1975