TV 화장품 광고에 반영된 여성과 남성에 대한 언어 태도의 차이

• 영문명: Different attitudes featured in TV cosmetic ad texts for women and men
• 발행기관: 한국사회언어학회
• 저자명: 이진성(Lee, Jinsung)
• 간행물 정보: 『사회언어학』제19권 2호, 287~318쪽, 전체 32쪽
• 주제분류: 어문학 > 언어학
• 파일형태: PDF
• 발행일자: 2011.12.31

영문 초록

The purpose of this paper is to investigate the different attitudes depicted in TV cosmetic ad texts for women and men. It will also probe the way women and men are identified in these ads. Based on 112 women’s, and 56 of men’s ad texts, we examine their sentence patterns, persuading strategies, high frequency words, and red flag expressions. Interrogative forms were preferred in women’s ads, probably to reinforce solidarity, while imperative forms were preferred in men’s ads, suggesting men prefer forceful approach. Women’s ads used far more honorific forms revealing typical character of women’s language. In persuading strategies, [explanation of the products] were mainly adopted in women’s ads, while [women’s recognition] was highly valued in men. For frequency words, it was ‘skin’ which was the most frequently used in women’s ads, while it was ‘man’ in men’s ads. In both women’s and men’s, foreign words were alarmingly adopted in red flag expressions. Exaggeration, deception, and provocation were used much more in women’s ads than men’s, probably due to the fact that women’s ads emphasize explanation of the products’ function or effect. In men’s ads, a vulgarism marked the most, which might have been adopted to strengthen the solidarity between men.

목차

Abstract

Ⅰ. 머리말

Ⅱ. 관련 연구

Ⅲ. 연구 방법 및 내용

Ⅳ. 연구 결과 및 논의

Ⅴ. 맺음말

참고문헌

키워드

advertizement cosmetics women’s language sentence types persuading strategy frequency words red flag expressions