TV 광고 언어의 통합적 해석 = Interpretation of TV Commercials from Synthetic Point of View

다국어 초록 (Multilingual Abstract)

This paper aims to analyze copies of commercial messages from linguistic and non-linguistic points of view. TV commercials examined in this paper were selected out of commercials which have been broadcasted from January to July 2010. Often, the words are not interpreted as basic meaning in commercial messages. Ordinary meaning and newly interpreted meaning of words become homonym or polysemy in the context, so it makes the messages ambiguous and implicative. In that way, short phrases of advertising copies can deliver complicated meaning and intention of the advertiser. In advertising copies, the maxim of conversation seems to be different from that of ordinary language. Sometimes consumers are misled by glowing promises of commercials. From pragmatic point of view, advertising copies include implicature and presupposition, and they conceal contradiction and fallacy. But TV audiences, in other words consumers, tolerate and even enjoy commercials. Because TV commercials are not only composed of advertising copies but also composed of many attractive components such as fantastic images, background music, and celebrities. TV commercials deliver advertising messages by synesthetic way. Image takes the place of language, onomatopoeia represents lexical meaning, and so on. Therefore, the TV audiences must search hidden meanings of non-linguistic factors such as images and background music to catch the intention of the advertiser. Sometimes, consumers may be affected by the atmosphere of the advertisement rather than the message itself.

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