내러티브 텍스트이자 정치담화로서의 정치광고 분석

• 영문명: Analysis of Political Advertisements as Narrative Text and Political Discourse
• 발행기관: 한국사회언어학회
• 저자명: 김현강(Kim Hyun-kang)
• 간행물 정보: 『사회언어학』제22권 1호, 61~85쪽, 전체 24쪽
• 주제분류: 어문학 > 언어학
• 파일형태: PDF
• 발행일자: 2014.04.30

영문 초록

The aim of this study is to discuss the attributes of political discourse in political advertisements. The materials of the study are the advertisements used by candidates in the 16th and 17th Korean presidential elections. Presidential election advertising is the social practice of competing in political discourse on who is more proper for the presidency. The upper level of discourse in advertisement takes on the narrative of statements directed at the public, but argumentation about political assertions is included in it. The core of the argumentation asserts support for the candidate and backs such an assertion. A story that dramatizes the details related to the candidate or his/her policy has a big effect of gaining sympathy for the message, but on the other hand it can also lead to criticism that political issues are being dealt with only through images rather than language. Narrative, complexly constructed through spoken language, visual images, subtitles, sounds and other channels, accordingly contains various messages, but it has a strong impact ultimately by being condensed into one symbolic rhetoric, since the candidate's personality, political message, and the power to realize these-that is, all the factors the public considers in making a political choice-are included in it.

목차

Abstract

Ⅰ. 정치광고 분석에 관한 서론

Ⅱ. 앞선 연구

Ⅲ. 이론적 배경과 연구 방향

Ⅳ. 선거광고의 내러티브

Ⅴ. 남은문제

참고문헌

키워드

political advertisements narrative argumentation political discourse discourse analysis