논증시퀀스와 광고 분석

초록

The sequence theory of Jean-Michel Adam shows the structure of text through an intermediate unit, called “sequence”. The sequence is considered as an intermediate unit because the sequence is located midway between the sentence and the entire text. As the sequence is an analysis unit that has been dealt with much in rhetoric tradition and school education textbooks, it can be applied more reliably than the sentence unit of text grammar. In this paper, we compare two advertisements (iPhone 4, Galaxy S2) through theory related to argumentation. Advertising must be argumentative. Based on these assumptions, the first advertisement (iPhone 4) is enough to show the nature of these advertisements. And the utterances in this advertisement exactly match the structure of the argument sequence. On the other hand, the second ad (Galaxy S2) is close to the story sequence related to the behavior of the little girl. This advertisement shows the quality of the mobile phone LCD rather than the quality of the phone itself through the narrative sequence. Therefore, it can be seen that the advertisement of iPhone 4 performs the role of advertisement better than the advertisement of Galaxy S2. This article reveals the reality of the argumentative nature of advertising as a sequence theory of Jean-Michel Adam, which once again confirmed the flexibility related to the application of sequence theory.

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