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ISSN : 1226-4822(Print)
ISSN : (Online)
The Sociolinguistic Journal of Korea Vol.21 No.1 pp.153-183
DOI :

서사 텍스트로서의 스토리 광고, 그 개념과 유형*

윤 재 연
건국대학교
논문 접수일: 2013. 2. 15.논문 심사일: 2013. 3. 1.~3. 25.게재 확정일: 2013.?3. 31.

Abstract

This study is on the story advertisement counted as narrative text. The purpose of this paper is to make the concept of story sure and to propose a new type of TV-advertisement, the story advertisement as narrative text. It will ultimately lead to an opportunity to identify the essence of the advertisement text. The story of the story advertisement means that a message of the advertisement must be a story composed of character, background, event. A character means someone or something tells about something or acts in advertisement. Background is something like that the movie or film is set in. Nothing is more important than event. Being composed of event means the entire story of the advertisement is well-organized with clear transitions and logical sequences. Because TV-advertisement is made up the spoken word and images, there are two modes of representing the events: to be expressed by either or both of these factors. If the message of TV-advertisement has all the makings of story, the advertisement will be characterized as story advertisement as narrative text, in short 'story advertisement'.

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