함축적 광고언어의 인지적 의미 해석 모델 = The Cognitive model of meaning comprehension in Advertising Language

다국어 초록 (Multilingual Abstract)

This study seeks for an interpretation process of the implicative mechanism in advertising language from a cognitive linguistic perspective. Advertising is an indirect act of conversation in which advertisement producers realize special objects on the consumer. If one hopes this unilateral and indirect discourse activity to be successful, she needs to search for a systematic and unified theory existing within advertising language and to derive the closest interpretation to the theory. In order to draw an interpretation process of successful advertising language, the language is classified in terms of several characteristics depending on the degree of implication: non―implicative, low―implicative and high―implicative advertising languages. Advertising language using the non―implicative mechanism is interpreted through deductive reasoning on the basis of indicative meaning and background information. Due to the lack of implication, there is no need to contemplate the implicative meaning. In case of advertising language using the high―implicative mechanism, however, an interpretation of an implicative meaning starts from questioning the indicative meaning of metaphors, which are interpreted context―deductively according to the cognitive principles of the customer to correspond with the theme.
The actual process of cognitive interpretation differs according to the structure of the context, and the context structure in advertising depends heavily on advertising techniques. This interpretation process differs according to the structure of the context, and the context structure in advertising significantly affects advertising techniques. With this in mind, advertising languages categorized by the implicative mechanisms are analyzed. The results confirm that the meaning, which advertisement producers imply in advertising language to persuade the consumer, can generally be provided through various information and an analytical tool based on cognitive effects.
A consumer does not interpret the meaning implicated in advertising language literally but exhibits cognitive ability by applying language data and her own background information. In the end, she can communicate fully using this ability. The actual process of an analysis on advertising language will differ depending on the degree of implication, but, in any case, the fact that a context―deductive interpretation is made in accordance with cognitive principles is fundamentally the same. The process is completed by confirmation (discovering whether there are conflicts or no conflicts related to cognitive principles), search (seeking an appropriate interpretation), comprehension (discovering the possibility of interpretation) and the derivation of meaning (deriving a finalized meaning by substituting what the consumer comprehends to the context).

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