개화기 광고문의 표현 기법 = The Linguistic Expressions of Advertisement in the Modernization Period

다국어 초록 (Multilingual Abstract)

Chae Wan. 2003. The Linguistic Expressions of Advertisement in the Modernization Period. Korean Semantics, 12. This paper aims to study the linguistic expressions of advertisement in the modernization period (from 1886 to 1910) in Korea. 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 foreignism- oriented 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.