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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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Descriptive rather than analytic in its approach, this article looks closely at how commercials have served as prime examples of rhetoric in the global postmodern consumer society. It reveals that a wide variety of rhetorical strategies have been used in recent advertisements in Korean newspapers and magazines, over radio or television, on billboards, etc. Based on the assumption that advertising is "an impersonal, payable and addressed to the mass-market form of communication," as defined by Frank Jefkins, this article argues that rhetorical devices can be one of the most effective ways of calling public attention to one"s product, service, need, and so on. Recently most copywriters rely extensively on rhetorical techniques and tools in their advertising strategies. The most common rhetorical devices discussed in this article include metaphors, metonymy, synecdoche, apophasis, paralepsis, etc. By making inordinate use of rhetorical devices, however, advertising may not only debase language but also weaken moral fiber of its customers.
목차
1. 들머리
Ⅰ. 은유법을 구사하는 광고 문안
Ⅱ. 환유법과 제유법을 구사하는 광고
Ⅲ. 거절법을 구사하는 광고
Ⅳ. 광고와 정보 엔트로피
Ⅴ. 수사법의 과용과 남용
참고문헌
Abstract
참고문헌 (7)
참고문헌 신청
1. [단행본] - 김욱동 / 1999 / 은유와 환유 / 민음사
2. [단행본] - 김욱동 / 2002 / 수사학이란 무엇인가 / 민음사
3. [단행본] - Jakobson, Roman / 1987 / Language in Literature / Harvard University Press
4. [단행본] - Jefkins, Frank / 1999 / Advertising, 4th rev. ed / Financial Times Management
5. [단행본] - Shakespeare, William. / 2011 / The Arden Shakespeare Complete Works, rev. ed / Bloomsbury Publishing
2. [단행본] - 김욱동 / 2002 / 수사학이란 무엇인가 / 민음사
3. [단행본] - Jakobson, Roman / 1987 / Language in Literature / Harvard University Press
4. [단행본] - Jefkins, Frank / 1999 / Advertising, 4th rev. ed / Financial Times Management
5. [단행본] - Shakespeare, William. / 2011 / The Arden Shakespeare Complete Works, rev. ed / Bloomsbury Publishing
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UCI(KEPA) : I410-ECN-0101-2014-802-001206890