광고언어의 동음이표기(同音異表記)에 대하여

다국어 초록 (Multilingual Abstract)

The homophones in the advertising written language were a subject of this study. The intent of advertisement can be maximized by using the homophones semantically related with the contents (products, programs, and so on) of advertisement. Using homophones in advertisement is now a trend. In other words, this kind of advertising technique appeared in order to induce the viewers of advertisement to purchase a product or participate in a program. The former is an economic function of advertisement, and the latter is a social function of advertisement. Especially, the advertisement using homophones uncommonly performs the two functions.
In this regard, this study aimed at considering the characteristics of the homophones in the advertising written language by categorizing the homophones into ‘native words->Sino-Korean words, native words->Roman characters, native words->Hanguel, Sino-Korean words ->Hanguel, Sino-Korean words->Chinese characters, English->Hanguel, English->Chinese characters, English->Roman characters, and mixed patterns’ and the results are as follows.
First, the way of using homophones in advertisement was not much different with that of using Eumcha.
Second, the homophones in advertisement are clearly made by producers in order to induce viewers to purchase or participate.
Third, in order to achieve the goals of products, various techniques are used. Therefore, there are lots of patterns.
Forth, most of the homophones are the cases of changing native words into Chinese characters or Roman characters. This is understandable because most of the advertising written languages are Korean.
Fifth, the homophones are more productive when they are used to promote an economic function, thinking of an economic function and a social function of the advertisement.
Sixth, various media are used in order to accomplish the intent of producers: signboards, banners, pamphlets, and product names.
Seventh, the homophone is a trend of the advertisement of the early 2000s.
Eighth, the homophones are generally used as nongrammatical. Breaking the rules of grammar makes people get interested.
The advertising written language is also an important language resource. It is true that the advertising written language was not studied much because theories were the main subject of our study. However, the advertising written language is critical because the language exists in our daily life, and things like signboards and banners are made of languages.

참고문헌 (Reference)

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