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기타학술도서 |
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[확대 보기] |
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| 제목 |
광고 언어 분석 |
| 저자 |
이정복 외1 |
| 정가 |
20,000 원 |
| 출간일 |
2026.02.25 |
| 부가정보 |
쪽수
: 364 쪽 || 판형 : 신국판 |
| ISBN |
979-11-7342-138-9 (93320) |
| 주문여부 |
주문가능
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이 책은 언어학, 광고학, 문화콘텐츠학, 커뮤니케이션학 전공자와 연구자뿐만 아니라 광고 실무 종사자 및 광고⋅언어에 관심 있는 일반 독자까지 폭넓게 활용할 수 있도록 했다. 다양한 광고 사례를 통해 언어의 쓰임과 기능을 설명하고, 학문적 분석을 병행하였으며, 특히 인공지능 시대에 등장한 가상광고와 생성형 광고 등 기술 발전과 시대적 변화를 반영하여 광고 언어 연구의 확장성과 중요성을 강조했다.
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1부_ 광고 언어의 이해
1장_ 광고란 무엇인가? / 13
1. 광고와 의사소통 ······························································13
2. 광고의 개념 ·····································································17
2.1 사전적 정의 ······································································· 17
2.2 어원적 정의 ······································································· 19
2.3 학술적 정의 ······································································· 20
3. 광고의 기능과 구조 ··························································27
3.1 광고의 기능 ······································································· 27
3.2 광고의 구조 ······································································· 30
4. 광고 전략과 언어 선택 ······················································37
2장_ 광고 언어의 특징 / 43
1. 광고 언어의 구성 요소 ······················································43
2. 광고 유형별 언어 특징 ······················································46
2.1 공익 광고 ·········································································· 48
2.2 교통 광고 ·········································································· 50
2.3 간접광고 ··········································································· 51
2.4 스마트 광고 ······································································· 54
3. 광고 매체와 언어 특징 ······················································61
4. 이미지와 광고 언어 ··························································66
3장_ 광고의 언어학적 접근 / 70
1. 광고 언어와 음운론 ··························································70
2. 광고 언어와 문법론 ··························································79
3. 광고 언어와 의미론 ··························································90
4. 광고 언어의 효과와 문제점 ················································94
4장_ 광고와 차별 언어 / 97
1. 광고와 사회적 이데올로기 ················································97
2. 광고 속 성차별 ·································································99
3. 광고 속 기타 차별 ························································· 108
4. 차별적 광고의 개선 방향 ················································ 115
5장_ 광고와 인공지능 / 119
1. 인공지능 제품 광고 ························································ 119
2. 가상광고, 메타버스 광고 ················································· 127
3. 생성형 인공지능 광고 ····················································· 139
4. 인공지능 광고의 미래 ····················································· 148
2부_ 광고 언어의 심층 이해
6장_ 유튜브 광고의 통신 언어와 사용 효과 / 155
1. 유튜브 광고 언어의 특성 ················································· 155
2. 유튜브 광고 속의 통신 언어 쓰임 ····································· 157
3. 통신 언어 사용 유튜브 광고의 효과 ·································· 174
4. 통신 언어 사용 유튜브 광고의 문제점 ······························· 177
7장_ 인터넷 광고의 과장 표현 / 181
1. 광고 언어와 과장 표현 ···················································· 181
2. 광고 속 과장 표현의 유형과 쓰임 ····································· 184
2.1 과장 표현의 유형 ·······························································184
2.2 과장 표현의 구체적 쓰임 ······················································187
3. 과장 광고에 대한 누리꾼들의 태도 ··································· 198
4. 광고 속 과장 표현의 문제점과 방지책······························· 206
8장_ 사회적 소통망 광고에 나타난 미세 차별 / 216
1. 광고와 차별적 시각 ························································ 216
2. 미세 차별의 개념과 범위 ················································· 218
3. 미세 차별 광고 언어에 대한 비판적 이해 ··························· 222
4. 미세 차별 광고 언어의 문제점과 방지책 ···························· 236
9장_ 텔레비전 화장품 광고 언어의 변천 양상 / 240
1. 들어가기 ······································································ 240
2. 선행 연구 및 연구 방법 ··················································· 242
3. 연구 결과 ······································································ 245
3.1 문장 ················································································245
3.2 어휘 ················································································253
3.3 텍스트 구성 ······································································257
3.4 설득 유형 ·········································································262
4. 마무리 ·········································································· 268
10장_ 텔레비전 광고의 성별화된 공간과 젠더 이미지 / 270
1. 들어가기 ······································································ 270
2. 선행 연구 검토 ······························································· 271
3. 연구 대상과 방법···························································· 275
3.1 연구 대상 ·········································································275
3.2 분석 방법 ·········································································277
4. 연구 결과 ······································································ 279
4.1 성별화된 공간 ···································································280
4.2 젠더 이미지 ······································································289
5. 마무리 ·········································································· 298
11장_ 여성 화장품 상품명의 사회언어학적 분석 / 300
1. 들어가기 ······································································ 300
2. 여성 화장품 상품명의 구성 ·············································· 304
3. 여성 화장품 상품명에 반영된 사회상 ································ 314
4. 마무리 ·········································································· 327
12장_ 광고와 영화에 표현된 인공지능의 이미지 / 329
1. 들어가기 ······································································ 329
2. 선행 연구 및 연구 방법 ··················································· 331
3. 인공지능의 긍정적 이미지 ··············································· 335
4. 인공지능의 부정적 이미지 ··············································· 341
5. 마무리 ········································································· 349
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이정복
서울대학교 국어국문학과 및 대학원 졸업 (문학박사)
한국사회언어학회 16대 회장 지냄
현재 대구대학교 문화콘텐츠학부 교수
주요 논저로는
<성차별 언어에 대한 인공지능의 인식과 대응>
<한국 드라마의 차별 언어와 누리꾼들의 태도>
≪21세기 차별 언어의 새로운 이해≫
≪한국어 경어법의 기능과 사용 원리≫
≪미디어 언어와 문화≫ 등이 있다.
박은하
대구대학교 국어국문학과 대학원 졸업 (문학박사)
현재 한국사회언어학회 편집이사
현재 대구대학교 교양교육센터 강사
주요 논저로는
<국내 학술논문의 제목 분석>
<인공지능 관련 국내 학술논문의 연구 주제어 분석 연구>
<대학생의 글쓰기에 나타난 형식 표현 분석>
<한국 사회의 전염병 관련 표현에 대한 언어문화 연구>
≪광고 속의 성차별≫ 등이 있다.
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