제주지역 일간신문의 광고 언어 연구

Abstract

This research aimed to analyze the present advertising language of daily newspaper of Jeju region and disclosed the effect according to it. Also, the point at issue of advertisement of daily newspaper of Jeju region appeared in the process was understood, it had the purpose to revitalize the newspaper advertisement by finding the improvement direction. Accordingly, the Jeju Daily News, the Halla Ilbo and the Jemin Daily News out of daily newspaper of Jeju region have been selected as the research object; the title and subtitle out of advertising language published in the 1st face and the last face of selected newspaper have been considered to be the object. The research object has been analyzed as the rhetoric, the pragmatics and the semiology, these 3 kinds of approach methods in the chapter Ⅱ. First, the rhetoric of advertising expression corresponding to it for example has been checked by classifying the rhetorical approach into the rhetoric according to the sound, the rhetoric according to the structural change, the rhetoric according to the meaning and the other rhetoric, these 4 kinds. Second, the connotative meaning according to the intentional violation of maxim of advertising language has been analyzed using the Grice's principles of dialogue. The third approach method analyzed the advertisement becoming the object by borrowing the model of Barthes meaning action based on the theory of symbolism of Roland Barthes. The point at issue of research object found through the analysis together with the overall evaluation being more than just analyzing the research object and without disclosing the effect with these 3 approach methods. It aimed to take the direction improving the point at issue exposed through the analysis of Chapter Ⅱ in Chapter Ⅲ. Accordingly, the effect that cases of analyzed advertisement possess has been arranged by dividing it into these 2 kinds' criteria, the aspect of content and the formal aspect. Also, advertisements not analyzed owing to the various approach in Chapter Ⅱ is judged that the effect of advertisement is insufficient as the message transmitted force is insufficient, and the improvement direction has been prepared by finding the point at issue of advertisements. In conclusion, it discloses the limit of analysis object owing to the characteristic character that the newspaper of Jeju region possesses, several plans have been proposed such as the cultivation of professional copywriter and the manufacture of advertisement utilizing the smart phone for the vitalization of newspaper advertisement of Jeju region. This research has the point at issue that the number of advertisement considered to be the research object is small, and even though it is hard to tell that the analysis method as well is various, it puts the biggest meaning in having analyzed the newspaper advertisement of Jeju region with the way of linguistic method, the insufficient parts and the critical point are expected to be researched as it is secured in future.