ショッピングサイトのキャッチフレーズに表れるモダリティの使用様相 －製品群別の比較を通した韓日対照研究－

초록

In this study, we researched the catchphrases of Korean and Japanese shopping sites; and compared and analyzed the modalities expressed by product group. As a result, the following points were clarified. 1) Group A：In Korea, all modalities are used, including high, medium, and low, in the degree of demand for purchasing behavior. In Japan, advertisers appeal to consumers in a "modest" low to medium manner. 2) Group B：Group B uses a variety of modalities more than Group A. Even in Japan, where medium-level expressions are preferred, strong [commands] and weak [judgments] are also used, indicating that the advertising is attempting to convey product information and messages to consumers in a more diversified manner. 3) Group C：Only [declarations] is commonly used. Korea has a remarkably high usage rate of [hearsay]. In the case of Japan, the high percentage of products involved in the [invitations] and [wishes] are used, and therefore, the advertising strategies are the same regardless of the nature of the products. 4) Group D：In addition to [declarations] in Korea, [questions] are used. Advertising seeks a positive response from users or indirectly requests the execution of an action, while providing information to the user. In Japan, only [invitations] are shown, and by pretending to invite users as if they were friends, advertisers employ strategies to weaken the impulsive nature of their demands for purchasing behavior and to appeal to consumers in a friendly manner.

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