여성화장품 상품명에 대한 사회언어학적 연구^*
-2008년~2012년 TV 광고를 중심으로-

박 은 하

(대구대학교)

Socio-linguistic study on women's cosmetics' brand names in television advertisements.

Eun-ha Park

Abstract

This study aims to investigate the linguistic perspective and social aspect of women'sncosmetics' names. This research focuses on the names of women's cosmetics innTV advertisements from January 2008 to May 2012. From a linguistic perspective,nthis study analyzes the compounding structure of women's cosmetics' names onnthe basis of four determinants company name, brand name, product name, andnthe type of cosmetics. It also classifies brand names of women's cosmetics asnKorean, Sino-Korean, English, and foreign language. Results show that brandnnames and compound words with brand name & product name were used morenfrequently in 2008-2009, while multi-syllable names such as brandnname/company name+product name+types of cosmetics were used morenfrequently in 2010-2012. Moreover, there is a strong preference for English andnforeign language (French) names in women's cosmetics. Four aspects can be foundnin the social aspect of women's cosmetics' names. In order of frequency ofnoccurrence, “use of medicinal herbs or food”, ranks the highest, followed byn“combination of science and medicine” and “emphasis on a nature-friendlynenvironment” as the second and third most frequent in social aspect. Finally,n“identification of object of envy” reflects that Korean women wish to be promotednto a higher status and to be seen as beautiful and assertive. In this study, attemptsnare made to generalize the characteristics of women's cosmetics' names in televisionnadvertisements over the past five years from linguistic and social perspectives.nThe results may contribute to guiding principles related to women's cosmetics'nnames and provide an insight into future research. (255 words)

Key Words : television advertisements,women's cosmetics,brand names,linguistic perspective,social aspect

: 0072-01-0021-0003-5.pdf592.9KB

Reference

Vol. 40 No. 4 (2022.12)

Journal Abbreviation j. Korea Saf. Manag. Sci.
Frequency Published four times annually in March, June, September, and December
Doi Prefix 10.14353/sjk.
Year of Launching 1993
Publisher The Sociolinguistic Society of Korea

Indexed/Tracked/Covered By