공익광고 언어의 주제와 문장 변화 양상 연구 - 1983년부터 2020년 인쇄 공익광고를 중심으로

초록

This study analyzes the changes in the subject and linguistic characteristics of print public service advertisements over 40 years and examines the change in persuasion strategies and expressions of public service advertisement language. First, looking at the change in the subject of public service advertisements in print from around 2000, the fields for social community and natural environment increased, and for economic and social themes it decreased. This indicates a change in the focus of social issues. Next, we examined the changes in a speaker’s attitude and persuasion strategy over time by analyzing the sentence length, calligraphy, and an analysis of ending. The number of words per sentence has been reduced by more than 20% over 40 years, The imperative sentence have increased, the propositive sentence have decreased, Hashibsiyo is decreasing and haeyo is increasing rapidly. The reason for this phenomenon is that the public service advertisement language is changing in a softer, non-deterministic, and subjective direction. This demonstrates that a change in the spirit of the times can be determined through the change of the subject and sentence type of the public service advertisements in print.

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