영어교육 광고에 나타난 원어민과 내국인의 이미지 분석 연구Analyzing the image of native and non-native speakers on the English education advertisement
- Authors
- 신동일; 김주연
- Issue Date
- 2011
- Publisher
- 한국영미어문학회
- Keywords
- English education; advertisement; image; native speaker; non-native speaker; 영어교육; 광고; 이미지; 원어민; 내국인
- Citation
- 영미어문학, no.100, pp 235 - 257
- Pages
- 23
- Journal Title
- 영미어문학
- Number
- 100
- Start Page
- 235
- End Page
- 257
- URI
- https://scholarworks.bwise.kr/cau/handle/2019.sw.cau/29855
- ISSN
- 1229-0580
- Abstract
- The purpose of this study is to investigate how native speakers of English are positioned with Koreans on the printed images of English education advertise- ment. The analytic framework is based on the works of Goffman (1979) and Lee and Collins (2008). It is assumed that the printed images exposed in everyday situations affect how people think, feel, and behave with regard to the way the characters are portrayed. The research sample consisted of 236 advertising images about English education in Korea. Among them, the researchers focused on 23 images with at least one native speaker appearing. The results indicated that the printed advertisement on English education preferred white, male, native speakers as teacher's characteristics to non-native. Native speakers were often positioned as main, positive, and cheerful characters. This study implies the possibilities that the nativeness can be internalized and powered through the advertisement images in Korean society.
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Collections - College of Humanities > Department of English Language and Literature > 1. Journal Articles
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