광고 언어 분석
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머리말 / 3
1부_ 광고 언어의 이해
1장_ 광고란 무엇인가? / 13
광고와 의사소통 ········································· 13
광고의 개념 ··············································· 17
광고의 기능과 구조 ····································· 27
광고 전략과 언어 선택 ································· 37
2장_ 광고 언어의 특징 / 43
광고 언어의 구성 요소 ································· 43
광고 유형별 언어 특징 ································· 46
광고 매체와 언어 특징 ································· 61
이미지와 광고 언어 ····································· 66
3장_ 광고의 언어학적 접근 / 70
광고 언어와 음운론 ····································· 70
광고 언어와 문법론 ····································· 79
광고 언어와 의미론 ····································· 90
광고 언어의 효과와 문제점 ··························· 94
4장_ 광고와 차별 언어 / 97
광고와 사회적 이데올로기 ··························· 97
광고 속 성차별 ·········································· 99
광고 속 기타 차별 ····································· 108
차별적 광고의 개선 방향 ··························· 115
5장_ 광고와 인공지능 / 119
인공지능 제품 광고 ··································· 119
가상광고, 메타버스 광고 ···························· 127
생성형 인공지능 광고 ································ 139
인공지능 광고의 미래 ································ 148
2부_ 광고 언어의 심층 이해
6장_ 유튜브 광고의 통신 언어와 사용 효과 / 155
유튜브 광고 언어의 특성 ···························· 155
유튜브 광고 속의 통신 언어 쓰임 ················ 157
통신 언어 사용 유튜브 광고의 효과 ············· 174
통신 언어 사용 유튜브 광고의 문제점 ··········· 177
7장_ 인터넷 광고의 과장 표현 / 181
광고 언어와 과장 표현 ······························· 181
광고 속 과장 표현의 유형과 쓰임 ················ 184
과장 광고에 대한 누리꾼들의 태도 ··············· 198
광고 속 과장 표현의 문제점과 방지책 ··········· 206
8장_ 사회적 소통망 광고에 나타난 미세 차별 / 216
광고와 차별적 시각 ··································· 216
미세 차별의 개념과 범위 ···························· 218
미세 차별 광고 언어에 대한 비판적 이해 ······ 222
미세 차별 광고 언어의 문제점과 방지책 ······· 236
9장_ 텔레비전 화장품 광고 언어의 변천 양상 / 240
들어가기 ················································· 240
선행 연구 및 연구 방법 ····························· 242
연구 결과 ················································· 245
마무리 ····················································· 268
10장_ 텔레비전 광고의 성별화된 공간과 젠더 이미지 / 270
들어가기 ················································· 270
선행 연구 검토 ········································· 271
연구 대상과 방법 ······································ 275
연구 결과 ················································· 279
마무리 ····················································· 298
11장_ 여성 화장품 상품명의 사회언어학적 분석 / 300
들어가기 ················································· 300
여성 화장품 상품명의 구성 ························· 304
여성 화장품 상품명에 반영된 사회상 ··········· 314
마무리 ····················································· 327
12장_ 광고와 영화에 표현된 인공지능의 이미지 / 329
들어가기 ················································· 329
선행 연구 및 연구 방법 ····························· 331
인공지능의 긍정적 이미지 ·························· 335
인공지능의 부정적 이미지 ·························· 341
마무리 ····················································· 349
참고문헌 ························································· 351
찾아보기 ························································· 360
1부_ 광고 언어의 이해
1장_ 광고란 무엇인가? / 13
광고와 의사소통 ········································· 13
광고의 개념 ··············································· 17
광고의 기능과 구조 ····································· 27
광고 전략과 언어 선택 ································· 37
2장_ 광고 언어의 특징 / 43
광고 언어의 구성 요소 ································· 43
광고 유형별 언어 특징 ································· 46
광고 매체와 언어 특징 ································· 61
이미지와 광고 언어 ····································· 66
3장_ 광고의 언어학적 접근 / 70
광고 언어와 음운론 ····································· 70
광고 언어와 문법론 ····································· 79
광고 언어와 의미론 ····································· 90
광고 언어의 효과와 문제점 ··························· 94
4장_ 광고와 차별 언어 / 97
광고와 사회적 이데올로기 ··························· 97
광고 속 성차별 ·········································· 99
광고 속 기타 차별 ····································· 108
차별적 광고의 개선 방향 ··························· 115
5장_ 광고와 인공지능 / 119
인공지능 제품 광고 ··································· 119
가상광고, 메타버스 광고 ···························· 127
생성형 인공지능 광고 ································ 139
인공지능 광고의 미래 ································ 148
2부_ 광고 언어의 심층 이해
6장_ 유튜브 광고의 통신 언어와 사용 효과 / 155
유튜브 광고 언어의 특성 ···························· 155
유튜브 광고 속의 통신 언어 쓰임 ················ 157
통신 언어 사용 유튜브 광고의 효과 ············· 174
통신 언어 사용 유튜브 광고의 문제점 ··········· 177
7장_ 인터넷 광고의 과장 표현 / 181
광고 언어와 과장 표현 ······························· 181
광고 속 과장 표현의 유형과 쓰임 ················ 184
과장 광고에 대한 누리꾼들의 태도 ··············· 198
광고 속 과장 표현의 문제점과 방지책 ··········· 206
8장_ 사회적 소통망 광고에 나타난 미세 차별 / 216
광고와 차별적 시각 ··································· 216
미세 차별의 개념과 범위 ···························· 218
미세 차별 광고 언어에 대한 비판적 이해 ······ 222
미세 차별 광고 언어의 문제점과 방지책 ······· 236
9장_ 텔레비전 화장품 광고 언어의 변천 양상 / 240
들어가기 ················································· 240
선행 연구 및 연구 방법 ····························· 242
연구 결과 ················································· 245
마무리 ····················································· 268
10장_ 텔레비전 광고의 성별화된 공간과 젠더 이미지 / 270
들어가기 ················································· 270
선행 연구 검토 ········································· 271
연구 대상과 방법 ······································ 275
연구 결과 ················································· 279
마무리 ····················································· 298
11장_ 여성 화장품 상품명의 사회언어학적 분석 / 300
들어가기 ················································· 300
여성 화장품 상품명의 구성 ························· 304
여성 화장품 상품명에 반영된 사회상 ··········· 314
마무리 ····················································· 327
12장_ 광고와 영화에 표현된 인공지능의 이미지 / 329
들어가기 ················································· 329
선행 연구 및 연구 방법 ····························· 331
인공지능의 긍정적 이미지 ·························· 335
인공지능의 부정적 이미지 ·························· 341
마무리 ····················································· 349
참고문헌 ························································· 351
찾아보기 ························································· 360
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