우리나라 광고문들의 이중언어사용 분석

Abstract

Park Jun-Eon. 2010. 6. 30. Analysis of Bilingualism in Korean Advertisements. Bilingual Research, 43. 131-162. This study investigated language use in newspaper advertisements focusing on three aspects: degree of bilinguality,structural patterns, and functional strategies. For this purpose, 118 commercial advertisements collected from an influential Korean daily newspaper were analyzed. The analysis revealed the following major results. Firstly, Regarding the degree of bilinguality, English is rapidly pervading into the Korean advertisements so that bilingualism has become a natural mode of communication in this genre. Secondly, concerning the structural patterns of code-switching, the category noun and its equivalents are the almost exclusive code-switched linguistic elements. Lastly, Korean commercial advertisements strategically choose monolingualism or bilingualism to maximize the attention attraction from potential consumers. (Soongsil University)