TV 식품 광고 변천의 텍스트 언어학적 연구- 텍스트 정보성을 중심으로-

윤재연 ( Jae Yeon Yoon ) 한말연구학회 2016 한말연구 Vol.- No.39

This study is about textuality of Food advertisement. How textuality of Food advertisement changes according to the times is examined. The subjects of the study are Food ads. over the past 40 years(1970~2009). A period of 40 years is divided into 4 groups. ; the 1970s, the 1980s, the 1990s, the 2000s. The number of subjects is 582. Textuality is a essential for communication between the text producer and the text receiver. The focus of this study is on the informativity among 7 textuality ; intentionality, acceptability, cohesion, coherence, informativity, intertextuality, situationality. The informativity is about how probability is. Infomation containing discontinuities and discrepancies makes it difficult for people to predict so that it appeals to receiver. The focus on informativity is about how verbal elements in the first part of Food advertisements appeal to receiver. There are 12 types of appealing methods of verbal elements ; #, V, deixis, anaphora, incompletion , omit, question, context, discrepancy, new-information, reason, title. # is that verbal elements do not interest receiver. V is that visual elements appeal to receiver much better than verbal elements do. Deixis is that usage of deixis interests people. Anaphora is that anaphora is used in the first part of Food ads. Incompletion is that a continuous unfinished sentence(utterance) forms the first part of Food ads. Omit, question, new-information, reason and title is a literal meaning. Such elements appeal to receiver. Context is the case that receiver should concentrate on the context to understand what is saying. Discrepancy is that there is discrepancy in universal knowledge. A remarkable aspect among the above 12 types is as in the following. The type that has the highest percentage of 12 types in the 1970s is new-information(33.33%). Next up is incompletion(24.44%). This result is similar in the 1980s. The order of them is reversed merely ; new-information(31.25%) incompletion(36.61%). In the 1990s, the percentage of incompletion is fallen to 8.04%. In the 2000s, all 12 types of verbal elements are evenly spread.

국가 브랜드 이미지 제고를 위한 국정 홍보 광고 전략 -TV 광고 텍스트를 중심으로-

윤재연 ( Jae Yeon Yoon ) 겨레어문학회 2013 겨레어문학 Vol.50 No.-

이 글은 국가 브랜드 이미지 제고를 목적으로 하는 국정 홍보 광고 중에서 TV 광고를 대상으로 하여, 텍스트 구성 전략에 대하여 살피는 연구이다. TV 광고로서의 텍스트 구성 전략은 텍스트가 완전한 의사소통 발화체가 되기 위해 필요한 텍스트성의 차원에서 검토하였으며, 이 가운데 특히 응집성, 응결성, 정보성, 의도성, 용인성을 중심으로 논의하였다. 광고 텍스트의 응집성과 응결성은 텍스트 내용과 표현의 긴밀성을 의미하고, 광고 텍스트의 정보성은 텍스트를 구성하는 내용과 이를 드러내는 방식에 있어서 수용자의 흥미와 관심을 끄는 문제와 관련한다. 텍스트의 의도성과 용인성은 텍스트 생산과 수용의 문제로서, 텍스트의 주제, 세부적인 내용의 선택과 배열 등은 모두 텍스트 생산자의 의도에 따라 이루어지는 것인데, 텍스트 생산자의 의도는 반드시 수용자의 공감과 인정을 얻어야만 효과적인 텍스트로서 용인될 수 있다. 연구 대상으로 삼은 광고들은 국가브랜드위원회, 문화관광부, 한국관광공사, 한국방문의 해 위원회, 해외문화홍보원의 홈페이지를 통하여 수집 하였으며, 최종 분석 목록은 2008년 2월∼2012년 6월 사이의 광고 28편이다. 이들 광고 텍스트를 분석한 결과, 응집성과 응결성의 차원에서 내용과 형식적 긴밀성이 떨어지는 광고들이 상당히 많았고, 정보성의 차원에서는 특별한 흥미 유발 장치를 갖지 않는 광고가 전체의 57.14%나 되었으며, 의도성, 용인성에 있어서는 수용자의 공감과 인정을 받기에 부족한 면들이 많이 발견되었다. This is a study on Government Information advertisements related National Brand Image improvement (the following ``GI ads``). To be more concrete, this study is on the strategies of producing GI ads that will have a positive effect on communication. GI ads are related activities ranging from managing national brand images to establishing national identities. GI ads are released by these five National offices; Presidential Council on nation branding; Ministry of Culture, Sports and Tourism; Korea Tourism Organization; Visit Korea committee; Korean Culture and Information Service. Those National offices service variable video materials of GI ads on their homepage, and the number of GI ads that is finally singled out for searches is 28. GI ads are studied in respect of the target, the goal, and the textuality; coherence, cohesion, informativity, intentionality, acceptability. GI ads are for local residents or foreigners, and the goals are concerned with making Korea own special images, Korean to take pride in being Korean, urging specific acts and the rest. Examining GI ads reveals that GI ads need a really efficient strategies for producing ads to attract public attention.

전기ㆍ전자 제품의 TV 광고 변천에 대한 텍스트언어학적 연구

윤재연 ( Yoon Jae-yeon ) 한말연구학회 2017 한말연구 Vol.- No.43

This is a diachrony study on the changes in TV Advertisement of the Electrical & Electronic categories. TV Advertisement of the Electrical & Electronic categories-it will be called E&E categories hereafter-on this study goes for refrigerator(including Kimchi refrigerator), washing machine, air conditioner ads largely. These ads is selected according to classification of < TVCF >. TV Advertisement of the E&E categories is divided into 8 types in < TVCF >. Among these 8 types they are evenly distributed over the period from the 1970s to the 2000s. As a result, 425 ads were selected as the subjects of study. The study was conducted to see how text construction is in ads forms and contents. Analysis shows the methods of text construction are confirmed that there are 8 types : CM, CM+M(+J), CM+N(+J), CM+M+N(+J), M(+J), NA(+J), NA+M(+J), and the rest. `CM` is the case in which ads are composed of CM-song. `M` is the case in which the only speaker to deliver messages of ads is a model. `NA` is the case in which the only speakers to deliver messages of ads is a narrator. `+` of each type means two elements upon `+` appear at the same time. For example, `CM+M` is the case in which model`s speech is included in CM ads. J of `(+J)` of each type means Jingle. J is in the bracket. That`s because Jingle appears randomly. The essence of results on the analysis are as follows. The most noticeable changes of E&E ads over time are the changes of CM and NA+M(+J). CM is 16.67% in 1970s but it doesn`t show up after 1980s. In comparison, NA+M(+J) increases 16.67% in 1970s to 56.68% in 2000s. That`s about 3.6 times increase. CM is nothing but 0.71% of total from 1970s to 2000s. The most frequent appearance type at the whole time period is NA+M(+J) and it is about 80 times as large as CM. In comparison, Food ads do not seem to vary significantly between CM and NA+M(+J). There`s about 3.2 times`s difference between CM and NA+M(+J).

TV 광고 텍스트의 응결성

윤재연(Jae Yeon Yoon) 한국어학회 2012 한국어학 Vol.56 No.-

The purpose of this paper is to explain the cohesion of the TV advertisement which won an TVCF Award 2011. The concept of cohesion is a formal relation that the different members of text fit together well and form a united whole. I studied the cohesion divided 2 parts ; linguistic(verbal) cohesion and visual(non-verbal, imagery) cohesion. The linguistic cohesion are analyzed depending on Halliday&Hasan(1976) ``cohesive devices`` and paraphrase. The visual cohesion are studied depending on how can visuals maintain the unity of text. As a result, The linguistic cohesion devices are arranged as follows ; repetition > reference > ellipsis > conjunction > paraphrase > substitution·collocation. The visual cohesion devices are arranged as follows ; same factor > similar pattern > portion > link > incorporation.

가상광고의 언어 표현 연구

윤재연(Yoon, Jae-yeon) 한국사회언어학회 2020 사회언어학 Vol.28 No.1

This study examines the characteristics of Virtual Advertisements, particularly with respect to the formal and content characteristics of Virtual Advertisements. Among the expressions of language, the discussion was particularly centered on linguistic solidarity. Text cohesion can be explored in terms of cohesion, which means content and semantic association of text, and condensation that refers to grammatical association of text layers. There were two ways to maintain the verbal bonds of virtual advertising: morphological and syntactic method. Morphological methods can be largely divided into two ways: to maintain the consistency of text by repeating the same word, or to maintain the consistency of text by using vocabulary in the same category. The syntactic method was studied, focused on the syntactic condensation that appears in the language expressions of the front and rear scenes of virtual advertising. Specific methods of syntactic condensation devices can be divided into five types: distich, sentence connection, sentence response, omission and rhetorical connection.

<때문에>의 비문법적 사용에 대한 연구

윤재연(Yoon, Jae-yeon) 한국사회언어학회 2020 사회언어학 Vol.28 No.3

This study is about the ungramamtical use of 〈ttaemune (때문에)〉. Because 〈ttaemun (때문)〉 is a bound noun, a noun modifier is essential before it. So 〈ttaemune〉 also needs a modifier before it. But on the actual language usage, 〈ttaemune〉 is often used without modifiers. This phenomenon appears to be mainly limited to cases where 〈ttaemune〉 is used between sentences. That is, in this case, 〈ttaemune〉 is used as the conjunction like 〈geulaeseo (그래서)〉. Previous research has treated this ungrammatical aspect of 〈ttaemune〉 as a representative example of the degrammaticalization phenomenon. In other words, it has been understood that because the bound noun 〈ttaemun〉 has gained independency, 〈ttaemune〉 is used without modifiers before it. However, it is difficult to accept degrammaticalization discussions positively in the following respects: this phenomenon is not so common as to be recognized as a particular grammatical phenomenon, and if this is due to the independence of 〈ttaemun〉, this should also occur in other cases where 〈ttaemun〉 is combined, but this is not the case. So, I think it is right to treat them as objects that need to be corrected rather than treated within language norms.

국어학 : 패러디 광고의 텍스트성 연구 -텔레비전 광고를 중심으로-

윤재연 ( Jae Yeon Yoon ) 겨레어문학회 2009 겨레어문학 Vol.42 No.-

이 글은 패러디가 사용된 텔레비전 광고 텍스트의 패러디의 특성과 텍스트성을 밝히는 것을 목적으로 한다. 이글에서 논의 대상으로 삼은 광고는 2004년`2009년 사이의 텔레비전 광고 텍스트 150편이다. 제2장에서는 패러디 광고의 특성을 원전 텍스트의 유형과 차용된 요소의 성격을 중심으로 살펴보았고, 제3장에서는 패러디 광고를 생산함에 있어서 필요한 기본 조건들을 R. de Beaugrande·W.Dressler(1981)의 일곱 가지 텍스트성의 관점에서 논의하였다. 첫째, 패러디 광고의 원전 텍스트는 기본적으로 `화제성`과 `대중성`을 가져야 한다. 화제성은 수용자의 주목을 끄는 데 효과적인 역할을 하고, 대중성은 수용자에게 친근감을 줄 수 있기 때문이다. 패러디 광고에서는 영화, 드라마, 이야기, 텔레비전 프로그램, CF, 역사문화 텍스트, 보편인식 텍스트 등을 패러디하는 것으로 드러났으며, 이 외에도 뮤직비디오, 시조, 게임, 명화(名畵) 등을 패러디하는 것으로 드러났다. 이상의 내용을 간단히 제시하면 다음 [sum 1]과 같다. 둘째, 원전 텍스트를 패러디할 때 원전 텍스트에서 차용되는 요소는 구체적으로 다음과 같다. 원전 텍스트의 특정 장면, 원전 텍스트에 등장하는 캐릭터, 원전 텍스트의 구성 방식, 서사 구조, 플롯, 원전 텍스트와 관련된 상황, 원전 텍스트를 연상하도록 하는 소재, 언어 표현, 그림을 차용하는 것으로 드러났다. 이를 표로 간단히 제시하면 다음 [sum2]와 같다. 셋째, 패러디 광고를 생산하는 데 있어서 요구되는 텍스트성은 다음과 같다. ⑴ 의도성: 광고 텍스트 생산자는 원전 텍스트의 친숙성(familiarity)이 수용자의 시선을 끌고, 광고에 대한 호의적 태도를 갖도록 하기 때문에 패러디를 사용한다. 원전 텍스트의 친숙성을 이용하고자 하는 텍스트 생산자의 의도를 효과적으로 달성하기 위해서는 패러디된 원전 텍스트를 명시적으로 노출하도록 해야 한다. ⑵ 용인성: 패러디 광고를 생산하는 텍스트 생산자의 의도와 목적이 효과적으로 달성되려면 수용자가 원전 텍스트에 대해 알고 있어야 한다. 이 글에서는 이러한 점에 주목하여 패러디 광고의 원전 텍스트 유형별 수용 가능성의 위계를 매겨보았다. 그 순서를 제시하면 다음과 같다. ⑶ 정보성: 패러디 광고의 본질은 `모방`과 `변용`에 있다. 따라서 패러디 광고를 생산하는 데 중요한 문제는 원전 텍스트를 얼마나 낯설게 만드느냐 하는 것에 있다. ⑷ 응집성과 응결성: `응집성`과 `응결성`은 패러디 광고가 텍스트다움을 갖추기 위해 필요한 기본적 요소이다. 한편 패러디 광고에서 응집성과 응결성을 갖추도록 구성하는 것은 원전 텍스트가 어떠한 이유로 차용되었는가를 이해하고 설명하는 문제와 관련이 된다. 두 텍스트 사이의 전이 과정을 납득할 수 있는 근거가 쉽고 분명하게 드러날수록 패러디 광고는 수용자에게 강한 인상을 남길 수 있다. ⑸ 상황성: 의사소통이 이루어지는 사회·문화적 배경 및 그 속에 존재하는 사물과 사건, 이들의 진행 상태와 맥락 등은 정보의 수위나 완급, 배열 등에 매우 중요한 영향을 미친다. 패러디 광고의 생산에 있어서 이러한 `상황성`과 관련하여 중요하게 갖추어야 되는 요소는 원전 텍스트를 패러디하는 시점이 적절해야 한다는 것이다. 이상에서 간단히 살펴본 바와 같이, 이 글에서는 패러디의 대상이 되는 원전 텍스트의 유형과 원전 텍스트에서 차용되는 요소의 성격을 중심으로 패러디 광고의 특성을 살피고, 이를 바탕으로 패러디 광고를 생산하는 데 있어서 요구되는 텍스트성에 대해 논의하였다. 이는 궁극적으로 광고 텍스트의 본질을 구명(究明)하는 데 도움을 줄 것이며 텍스트의 유형화를 목적으로 하는 텍스트 언어학의 목적에도 부합하는 일이라고 생각된다. The study is concerned with clarifying the parody characteristics and textuality of the TV advertising text for which parody was used. The advertising discussed in the study is 150 TV advertising texts between 2004 and 2009. The characteristics of parody advertising were surveyed on the basis of the types of original texts and the properties of borrowed factors in Chapter 2, and the basic conditions needed for producing the parody advertising were discussed from the viewpoint of seven kinds of textuality of R. de Beaugrande·W.Dressler(1981) in Chapter 3. First, the original text of parody advertising should basically have `Topicality` and `Popularity` because the topicality can play an effective role in attracting the attention of a receiver and the popularity can make the receiver feel friendly. It was shown that parody advertising parodies a movie, drama, story, TV program, CF, the historical and cultural text, and the widely recognized text and a music video, Sijo, game, and masterpiece. [sum 1] shows the type of the original text of parody advertising in brief. Second, the factors borrowed from an original text when parodying the original text are as follows in details. It was shown that the specific scene of the original text, character appearing on the original text, organization type of the original text, narration structure, plot, situation related to the original text, subject associated with the original text, lingual representation, and picture are borrowed. [sum 2] shows the properties of borrowed factors in brief. Third, the textuality required in producing parody advertising is as follows. ⑴ Intention: The advertising text producer uses parody since the familiarity of an original text attracts the attention of a receiver and makes the receiver fond of advertising. A parodied original text should be explicitly exposed to effectively achieve the intention of the text producer trying to utilize the familiarity of the original text. ⑵ Acceptability: A receiver should know about the original text to have the intention and purpose of a text producer producing parody advertising effectively accomplished. The study makes the acceptability hierarchy for each original text type of parody advertising in consideration of the point. The order is as follows. ⑶ Informativity: The essence of parody advertising is `Imitation` and `Modification`. Therefore, the important issue in producing parody advertising is how strange an original text is made. ⑷ Coherence and ohension: `Coherence` and `Cohension` are the basic factors needed to have parody advertising textual. By the way, organizing parody advertising with Coherence and Cohension is related to the issue of understanding and explaining why the original text was borrowed. The more easily and the more clearly the basis to understand the transfer process between two texts is shown, the more a receiver is impressed with parody advertising. ⑸ Situationality: The sociocultural communication background, existing objects and events, and their progress and context greatly affect the level, slowness and fastness, and array of information. The factor to be seriously considered in relation to `Situationality` when producing parody advertising is that the timing to parody an original text should be proper. As briefly shown above, the study considered the characteristics of parody advertising by focusing on the types of original texts and the properties of the factors borrowed in the original texts and discussed the textuality required to produce the parody advertising based on this. It is thought that it assists in finally clarifying the essence of advertising texts and corresponds with the purpose of text linguistics setting up the categorization of texts as an aim.

텔레비전 광고 텍스트를 활용한 비판적 사고와 글쓰기

윤재연 ( Jae Yeon Yeon ) 한말연구학회 2011 한말연구 Vol.- No.28

The study is concerned with teaching methods of the critical writing and writing using TV advertisements. The ultimate end of this study is the development of critical thinking in writing class. The critical writing is based upon a premise that it is needed the critical reading first and it is the act to turn reading into writing. So, I plan the class composed of three courses. The first course is the critical reading of TV advertisements and the other courses are to express critical reading (in other words, one`s thoughts) in writing. In the first course, students will be able to learn the course of critical reading. It consists of four parts: Reading of the basic building block of the text, Analysis of meanings in the text, Evaluation for the text, and Self-monitoring. The second and third course is run as follows. Students have to do critical reading of TV advertisements with the critical reading procedures aforementioned beforehand. And then they present the result of the critical reading in class. The student response of this class is very positive. And I think that this teaching method is helpful in training of critical thinking and writing.

TV 광고 텍스트의 전략에 대한 연구 : 수용자의 흥미 유발 방식과 브랜드 노출 전략을 중심으로 focus on how to induce the receiver`s interest and how to expose the brand

윤재연 ( Jae Yeon Yoon ) 겨레어문학회 2005 겨레어문학 Vol.34 No.-

마스크 광고의 표현 특성 연구

윤재연 ( Yoon Jae-yeon ) 겨레어문학회 2021 겨레어문학 Vol.67 No.-

본 연구는 마스크 광고의 언어 표현을 대상으로 그 의미적 양상을 주목하여 살핌으로써, 마스크 광고의 표현 특성을 구명하고자 하는 연구이다. 이를 위해, 광고의 언어 표현을 어절 단위로 추출하고, ‘출현 빈도 3 이상, 출현 광고 2편 이상’을 기본 조건으로 하여 고빈도 어휘를 선정하였다. 이때 이러한 기본 기준에 부합하지 않는 어휘 항목들이라 하더라도, 어휘 항목 간의 의미 관계를 고려하여 필요한 경우에는 분석 목록에 추가하였다. 최종 분석 대상으로 선정된 고빈도 표현들은 <마스크>와의 관련성에 따라 ‘광고 일반 표현’과 ‘마스크 광고 관련 표현’으로 나누었는데, 이때 마스크 광고의 특성을 제대로 보여주는 것은 후자로, 그 의미에 주목하여 유형화를 시도하였다. ‘마스크 광고 관련 표현’을 통해 확인되는 마스크 광고의 표현 특성은, 마스크 광고에는 ‘위험과 안전’, ‘불편과 편안’, ‘제품의 기능/특성’, ‘<마스크>의 본질적 속성’ 관련 표현들이 주로 사용된다는 것이다. This study aims to investigate the expression characteristics of mask advertisements by paying attention to their semantic aspects in the language expression of mask advertisements. To this end, the language expression of the advertisement was extracted in units of words, and high-frequency. Vocabulary was selected under the basic condition of 'the frequency of appearance of 3 or more, and two or more appearance advertisements'. At this time, even if the vocabulary items do not meet these basic criteria, the semantic relationship between vocabulary items was considered and added to the analysis list if necessary. The high-frequency expressions selected as the final analysis targets were divided into "general advertisement expression" and "mask advertisement-related expression" according to the relationship with < mask >, and at this time, it is the latter that properly shows the characteristics of mask advertisements. And so I tried to categorize them. The expression characteristic of mask advertisements identified through "expression related to mask advertisements" is that the following expressions are mainly used in mask advertisements. : Expressions related to "risk and safety", "uncomfortable and comfortable", "function/characteristics of product", and “essential characteristics of < mask >”