설득 커뮤니케이션 관점에서 본 중소기업 영문 웹사이트의 개선방안

• 영문명: Discussion on the SME s English-language Website from the Persuasive Communication Perspective
• 발행기관: 한국통번역교육학회
• 저자명: 오미형(Oh Mi Hyung)
• 간행물 정보: 『통번역교육연구』제11권 제3호, 65~81쪽, 전체 17쪽
• 주제분류: 어문학 > 영어와문학
• 파일형태: PDF
• 발행일자: 2013.12.31

영문 초록

In an export-driven economy like Korea, small and medium sized Korean enterprises (SMEs) target overseas buyers; therefore, they often operate English-language websites to promote products and services. Assuming that the purpose of these websites is to create positive impression about the companies and their products, this paper compares 10 English websites of the Korean SMEs with 10 of the U.S. SMEs to understand how differently each group use the websites for the promotional purpose and how Korean SMEs’ English websites can be improved to be more effective. The analysis is conducted on the use of verbs, adjectives, and adverb in each website, and the result shows that the U.S. SMEs use more of them than Korean companies do. Also U.S. websites show significantly bigger diversity in words than their Korean counterparts. More importantly, U.S. companies present their products with more focus on value rather than reputation. If a company s website is created to persuade customers the values of the company and its products, it has to be more attractive and appealing to customers. Therefore, effective use of verbs, adjectives, and adverbs as shown in the U.S. SMEs websites would help Korean companies to achieve that aim.

목차

I. 연구의 배경 및 목적

II. 설득 커뮤니케이션과 기업 웹사이트

III. 분석 및 결과

IV. 논의

참고문헌

Abstract

키워드

기업 웹사이트 설득 커뮤니케이션 company websites persuasive communication