내러티브 텍스트이자 정치담화로서의 정치광고 분석^*

김 현 강

연세대학교

Analysis of Political Advertisements as Narrative Text and Political Discourse.

Hyun-kang Kim

Abstract

The aim ofthis study is to discuss the attributes of political discourse in politicaladvertisements. The materials of the study are the advertisements used bycandidates in the 16th and 17th Korean presidential elections. Presidential electionadvertising is the social practice of competing in political discourse on who ismore proper for the presidency. The upper level of discourse in advertisementtakes on the narrative of statements directed at the public, but argumentationabout political assertions is included in it. The core of the argumentation assertssupport for the candidate and backs such an assertion. A story that dramatizesthe details related to the candidate or his/her policy has a big effect of gainingsympathy for the message, but on the other hand it can also lead to criticismthat political issues are being dealt with only through images rather than language.Narrative, complexly constructed through spoken language, visual images,subtitles, sounds and other channels, accordingly contains various messages, butit has a strong impact ultimately by being condensed into one symbolic rhetoric,since the candidate's personality, political message, and the power to realizethese-that is, all the factors the public considers in making a political choice-areincluded in it.

Key Words : political advertisements,narrative,argumentation,political discourse,discourse analysis

: 0072-01-0022-0001-3.pdf887.7KB

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